Proceedings of ICLT 2024

ADAPTING SERVICE BLUEPRINT WITH A TOUR PROGRAMME

Puthipong Julagasigorn; Phornphan Roopklom; Koratach Sukhong; Natnicha Sompornsuksawad; Monsicha Jeennakorn; Pornpimai Thanasarn

Hospitality and Tourism Management Department, International College for Sustainability Studies, Srinakharinwirot University, Bangkok, Thailand; Hospitality and Tourism Management Department, International College for Sustainability Studies, Srinakharinwirot University, Bangkok, Thailand; Hospitality and Tourism Management Department, International College for Sustainability Studies, Srinakharinwirot University, Bangkok, Thailand; Hospitality and Tourism Management Department, International College for Sustainability Studies, Srinakharinwirot University, Bangkok, Thailand; Hospitality and Tourism Management Department, International College for Sustainability Studies, Srinakharinwirot University, Bangkok, Thailand; Hospitality and Tourism Management Department, International College for Sustainability Studies, Srinakharinwirot University, Bangkok, Thailand

International Conference on Logistics & Transport 2024, Seoul, South Korea, pp. 9-16

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Abstract

Purpose: This study explores the flows and processes of a tour program to identify interactions between tourists, tour operators, and service providers. Additionally, it highlights critical problems and issues encountered during the tour that may decrease tourism performance and tourist satisfaction. Design/methodology/approach: Participant observation was employed to investigate a one-day trip. Researchers took part in the tour program as both tour operators and tourists, which enhanced data triangulation and ensured consistency in the findings. A service blueprint was adapted to diagram and visualise (1) tourism processes based on the tour itinerary, (2) the main actors involved in the tour program, and (3) four logistics flows: physical, information, tourist, and financial. Problems and issues encountered during the tour were recorded to highlight critical supply chain and logistical concerns that may require improvement. Findings: The adapted service blueprint proved useful for diagramming the tour program. It outlines the tourist journey and the interactions between tourists, the tour operator, and other service providers. Key touchpoints were identified and found to significantly impact tourist satisfaction. The findings also indicated that both the tour operator and the guide played crucial roles in enhancing tourist satisfaction and influencing overall tour performance. Some issues that arose during the trip, such as delayed public transport, were nearly impossible to eliminate, as they fell outside the tour operator’s primary responsibilities and presented challenges that increased costs and extended the duration of the tour. Based on this study, several opportunities for future research in the areas of supply chain and marketing are suggested. Practical implications: The study demonstrates how to visualise a tour program using the adapted service blueprint. Originality/value: The study proposes the adapted service blueprint which can effectively map a tour

Keywords

tourism supply chain; tourism logistics; service blueprint; touchpoint; tourist experience Article classification: research paper

Citation

Puthipong Julagasigorn; Phornphan Roopklom; Koratach Sukhong; Natnicha Sompornsuksawad; Monsicha Jeennakorn; Pornpimai Thanasarn (2024). ADAPTING SERVICE BLUEPRINT WITH A TOUR PROGRAMME. Proceedings of the International Conference on Logistics & Transport (ICLT 2024), Seoul, South Korea, pp. 9-16.