Co-creation of a tourist experience enhanced by technology, in the context of a Living Lab
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Transcript of Co-creation of a tourist experience enhanced by technology, in the context of a Living Lab
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ENTER 2015 Research Track Slide Number 1
Co-creation of a tourist experience enhanced by technology,
in the context of a Living Lab
David Guimont a and Dominic Lapointe b
a Living lab en innovation ouverte (Llio), Cégep de Rivière-du-Loup
and
b Urban & Tourism Studies Departement at Université du Québec à Montréal (UQAM)
Centre de recherche en tourisme et patrimoine
Canada
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ENTER 2015 Research Track Slide Number 2
• Context and challenge
• Two layers of co-creation (as a goal / as a mean)
• Design of this action research (action vs
research POV)
• Preliminary results and next steps
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ENTER 2015 Research Track Slide Number 3
Context and challenge• DMO of a rural area wishes to offer a better visiting
experience
• The DMO wants to innovate, or at least, catch the mobile tourism train !
• The DMO have no experience in the design of service by co-creation processes, and even less in co-creation processes supported by ICTs
• The DMO have no sufficient expertise to adress the fact that the tourist want to co-create is own experience
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ENTER 2015 Research Track Slide Number 4
2 layers of co-creation
Co-creation as a mean:
• Co-design of the « technology enhancedtourist experience » in a living lab context
• With stakeholders(FaceToFace+web) and tourists(only web)
• Stakeholders learn how to co-create with eachothers and with tourists
Co-creation as a goal :
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ENTER 2015 Research Track Slide Number 5
Experience
Typology Matrix
Linking Technology and
co-creation
Neuhofer & Al., 2013
The goal : a mobile assistant to discover the landscapes and villages;
helping to co-create and share your own experience
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ENTER 2015 Research Track Slide Number 6
The mean : Co-creation
with stakeholders and users in a living lab
• Co-creation is a way to minimise the risks of elaborating
experiences that do not meet the needs of tourists or
that do not suit the host environments.
• ICTs have the potential to support co-creation and
enhance experiences.
• However, involving host populations, the public and
private sectors, with users (tourists) is not an easy task.
• Hence the interest of using the well-tried Living Lab
approach.
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ENTER 2015 Research Track Slide Number 7
Living lab ?
o open innovation environments
o in real-life contexts with real users,
o in which user-driven innovation is fullyintegrated within the co-creation process
o by the close collaboration between users and other stakeholders such as business, researchinstitutes, and government
o in Public-Private-People Partnerships (PPPP) (Almirall and Wareham, 2008; Eriksson, Niitamo and Kulkki, 2005).
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ENTER 2015 Research Track Slide Number 9
ACTION SIDEActors involved in this action research
Stakeholders (PPP Partnership)
• Public actor : Living Lab (LLio) associated with two higher education institutions Implication of 2 researchers and 9 students
(2 from universities + 7 from our profesionnal school)
• Private actor : a local company in the field of ICT/web development.
• Population : the DMO and a group of its members (15 tourism producers).
• A steering commitee of the 3 stakeholders
• Co-creative workshops with a community of around 20 peoples
Tourists (users)• an online community comprising
over 20 tourists.
• conditions for the recruitement :
• experienced travellers
• having a smartphone or tablet
• speaking French.
• They have been recruited via social media.
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ENTER 2015 Research Track Slide Number 10
ACTION SIDEThe co-creation process implemented for the research
FormIT methodology• Planning
• recruitment, kick off meeting (october 2014)
• Concept design• 3 workshops, 3 rounds of interactions
• Prototype design • 1st workshop…
• Innovation design
• Implementation / test (summer 2015)
• Second iteration
• Commercialisation
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ENTER 2015 Research Track Slide Number 11
ACTION SIDEThe co-creation process implemented for the research
Expected results:
• A mobile app (beta version) to be made public in may
• Tested during the summer
• This app present points of interest and itinerary.
• The tourist co-create his itinerary or use those presented by the DMO or other tourists.
• He share his itinerary or vote or comment other’s.
Découvrir
Rivière-
du-Loup
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ENTER 2015 Research Track Slide Number 12
RESEARCH SIDEGoals and methodology
• accompany and document this co-creation in an LL mode:
– to better understand the phenomena linked to co-creation in a virtual context.
– identify the factors which influence participation and the success of the co-creation process
– determine the factors that motivate, hinder or facilitate the participation of the users and various stakeholders.
– identify the success and failure factors in the recruiting and involvement of users, as well as the success factors in the achievement of the expected results.
• through observation, qualitative survey, interviews and a delphi.
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ENTER 2015 Research Track Slide Number 13
Preliminary results
Gains :
• Concept for a mobile app to help discover the region’s POI (to be test during the summer)
• Development of knowledge and innovation/co-creation capacities
• Emulation : 3 spin off projects :
– A new module on the DMO’s web site
– 2 technology-enhanced activities at specific POI
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ENTER 2015 Research Track Slide Number 14
Preliminary results
Challenges :
• Recruit and involve tourists (this is not a community that
already exists)
• How to make them interact efficiently?
• How to anchor the co-creation culture in touristscommunities?
• How to reconcile different views and expertises between the stakeholders
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ENTER 2015 Research Track Slide Number 15
How to reconcile different views and expertises
Experience Typology
Matrix
Linking Technology and co-
creation
Neuhofer & Al., 2013
DMO
comfort zone
App developer
comfort zone
Project goal
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ENTER 2015 Research Track Slide Number 16
Next steps
• Spring 2015 : App development
• Summer 2015 : beta test
• The second year (2015-2016) :
– analyze observation made during the first year in terms of the mobile application and co-creation process.
– reuse the virtual collaboration mechanisms that worked well, correct those that were deficient, and perform a transfer of continuous expertise with the various stakeholders.
– document the evolution of the stakeholder’s co-creation and innovation capacities.
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ENTER 2015 Research Track Slide Number 17
GRAZIE, MERCI, THANK YOU !