the TAI O eiy travel scheme Experience design in context of tourism
Individual Report SD 3265 Experience Seminar & Studio | Jorn Buhring Kwok Yat Ying Florence 14042572d
contents
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Cultural Heritage as focus
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Passport
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Tai O: The Survival of Modernlization
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Passport Structure
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Targeted Travellers
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Warm Welcome
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Persona
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Challenge!
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Journey Mapping
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Meet Our Star Resident
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Touch Points
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Look for Checkpoint
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Problems & Opportunities
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Target Identified
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Vision Statement
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Conversation
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The Tai O EIY Travel Scheme
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Scenery
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The Theatre Analogy
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4 Realms of Experience
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Key Stages of EIY scheme
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Claim Reward
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Start of Journey
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End of Journey
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Vending Machine
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Experience Design Strategy
DES IGN B A C KGROUND
Cu l t u r a l H e r i t ag e as focus
Among lots of tourists’ interests, the cultural heritage of Hong Kong is not only seen as a marker of identity but is also, more than ever, open and projected for global consumption. Culture, which is valued and recognized by the local community, can give people a connection to certain social values, beliefs, religions and customs. Moreover, the identification and effective management of local cultural values support to develop non-massive rural cultural tourism destinations that generate new income and jobs in tourism.
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TAI O
THE S U RV I V A L FR O M m od e r n i z a t io n
Being one of the most iconic culture-driven tourist attraction in Hong Kong, Tai O is well-known of its “fishing village� image. It is one of the few tourist attractions that survived from the massive modernization happening in other parts of Hong Kong. Despite the fact that only 3% of Tai O’s population are fishermen, surprisingly, most of the customs are still well-preserved today. Because of its exceptional cultural values and authenticity, this place definitely has the potential for further development in tourism by means of experience design.
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DESIGN PRE PA R A TION
T A R G ETE D TR A VELLERS
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explorer
learner
culture lover
From Italy, currently a photographer, orginally going to Lantau Island and find out about Tai O by chance. Never use a guidebook, cannot be satisfied by “packaged tour” under mass tourism. Walk Straight to the residential area while “massive tourists” were still busy shopping in the market.
From Ireland but live in hk, introduce Tai O to his friend who’s from the US. Interested in history, eager to absorb new knowledge about history and culture of different races and places.
From Italy, currently an exchange student in China. Just finished all exams and having his semester break. Therefore have got plenty of time to travel around nearby cites. Desire total immersion into local life of destinations. Interactions with local inhabitants and the environment are both essential to his travel.
NA S I M O N E M APSERS S OON I I never use a guidebook!
TRAVEL I've been to the Great Wall of Beijing China, and also Shanghai. I enjoy traveling to new locations and learning about a race or culture. As I'm a student, I've got quite a lot of time for leisure travel. I tend to pick up locations randomly and not from a guidebook because I like exploring the place myself and ďŹ nd my own interests by wandering around, so I never make plans in advance. Additionally, It's unlikely that I would re-visit a place because I'm keen on new discoveries, so I would be happy if a travel is memorable and meaningful to me.
MOTIVATIONS Simone Mossoni
- Escape from boring daily life - Curious about different cultures - Crave knowledge
PROFILE
Cultural explorer
GOALS
GENDER
Male
AGE
22
HOMETOWN
Venice, Italy
LOCATION
China
OCCUPATION
-
Exchange student
LANGUAGE
Italian, English and little Chinese
NEEDS
Experience different culture(s) in an authentic manner Cultural exchange with local people Gain knowledge about the destination Full immersion into the place Share the journey to friends Relax
EXPECTATIONS - Interaction with destination and residents - Learn about history and customs - Memorable & meaningful journey - Good Food and beverages
Self actualization
FRUSTRATIONS
Esteem
- Polluted sea on boat trip - False promises of seeing dolphins - Communication failure
Belongings Safety Physiological
ABILITIES Education Technological capability Travel Experience
VALUE - Cultural travel is a "need" - Communication doesn't stop at verbal level - Novelty is important
PERSONALITY - Curious - Optimistic - Energetic - Open-minded
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J O U RNEY M A P P I N G
DATA SOURCE
FUNCTIONS
The journey map was conducted base on the data we collected from our group field trip to Tai O. We observed some tourists while they are visiting Tai O and interviewed them. I then combined a few different journeys of different tourists and made this journey map.
The 4 elements I want to include in the graph are emotional ups & downs, journey stages, actions and thoughts respectively. The journey stages act as a timeline, associated with the emotion curve, it revealed the highlights and pain points at a specific touch point. The thoughts of the tourist allows me to understand which particular aspect of the experience triggers such emotions. The action part helps to generate ideas on potential measures that can maximize positive cues and avoid negative cues. 13
Street Food
EMOTIONAL UPS & DOWNS
Map
Directionl Sign
Welcome Monument
Tai O Cultrual Workshop
A R R IVA L
T HO UG H T S
A C TI ON S
Look around
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INF O-F INDING
Look at it
Look at it
Pass by
Pass by
Pass by
Purchase fishball Interact with fishball lady Eat fishball
Good 1st Impression Make me feel welcomed! View is so nice, glad that modernization haven't set foot in this village.
Neutural It's nice that they put a map here , but for adventurer Iike me, I prefer to explore the place myself.
Unexpected Looks like I can get to know more about the culture of Tai O, what a shame it's closed on Mondays!
Excited Smells good! Looks good! I want to have some!
Frustrated The fishball lady don't speak English, can't understand her, and I want to try make fishball myself!
Stilt House
Boat Trip
Postcard
Dried Seafood
Bus Terminal
T O UR
SOUV E NIR HUNT
DEPART URE
Take photo
Take photo
Watch the merchandize
View scenery
Walk into stilt house
Touch the merchandize
Chat with boat operator
Chat w residents
Consider purchase or not
Drink beer w them Have seafood meal
Disappointed & Sad Can't see any dolphins...btw the ocean was seriously polluted, sad that people here don't feel the need to protect our environment.
Happy & Satisfied The residents are so friendly! They invited me in and we chat for so long. Although I don't really understand their verbal language, still It's a great time and I had fun.
Watch the merchandize Consider purchase or not
Neutural Hm...postcards is good but too common. Dried seafood is inconvenient to carry, want something more meaningful and easy to carry.
Reflecting The trip is generally pleasant but can't say memorable.
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T O U CH P O I NTS
I didn’t pick specific touch point(s) as focus of my project. After mapping out my targeted consumers’ journey, I found pain points are distributed in different stages of journey. Not only modifying the pain points, but I also want to enhance and reinforce the highlights. Therefore I would like to design the experience to be a scheme or campaign from a more holistic perspective.
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o t h e r id e n t i f i e d t ou c h poi n t s
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P A I N P O I NT “Dried seafood is inconvenient to carry, want something more unique and meaningful. The trip is generally pleasant but can’t say memorable.” 18
p r ob l e m s & oppo r t u n i t i e s
map
i n f o ce n t r e
st reet f ood
Targeted travellers like to take control of the journey, another type of guidence is desirable.
Travellers are eager to learn but disappointed to arrive at the front door and find out it is closed on Mondays.
Communication failure with shop owner or assistant because of language barrier. Besides, Travellers are interested in making the food themselves.
boat tr ip
s t i l t h ous e
souvenir hunt
Pollution disgust travellers, needs improvement.
Highlight of the journey, but not every traveller would step into someone’s house, need to reinforce or encourage this behavior.
Souvenir are common, not attractive enough to my targeted type of traveller.
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We envisi journey no i n g p h o to s p a r t. W e a i m t r av e l l e r s n o t o n ly s o memories, k and mea 20
on a fun t o n ly ta k b u t ta k i n g m at l e t t i n g bring home uvenirs but knowledge anings. 21
DESIGN C O NCE PT
If you are a traveller who enjoys learning, self-guided exploration and cultural experience, The Tai O EIY Travel Scheme is perfect for you. “EIY” means “Explore it yourself”. EIY is a brand new way of travel, a travel which no map or navigation is needed, you will have to search around the place and look for clues in order to complete the missions especially designed for traveller like you. The scheme integrated a variety of experiences that are different from mass tourism. At the end of the journey, you’ll bring home memories and knowledge, instead of “just another home decoration”.
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The Theatre A n a l og y
Actors Shops
Actor s Residents
St age Tai O
Back Offic e Tai O Cultural Workshop
A ud i ence Travellers
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Ho w i t w o r k s ? Key stages of EIY Scheme
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1
2
3
4
get a passport
meet ambassador
mission time
collect stamp
S t a r t o f jou r n e y
The starting point of most journeys is tied to the arrival. When tourists get off the bus and set foot on Tai O, they will soon see this friendly machine waiting for them near the bus terminus.
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Product Display Touch Screen Moniter Select among the 3 opitons available and press on the screen
Show tourists the look of the 3 different passport. (Learner, Foodie & Culture Lover)
Credit Card Payment It accepts credit cards because foreign travellers may not always carry sufficient coins or even local currency with them.
Coins Payment It accepts coins as well at the convenience of domestic travellers.
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VEN D I N G M A CH I NE
The vending machine is Specially made for selling designed passports for the EIY scheme. Accept both coins and credit cards. Its height is about 3/4 of a grown adult. Since the machine only sells 3 products, I think it should not be a “giant-size� one (like the ones selling soft drinks), so it will not occupy too much space. Traveller can select among the 3 different types (Learner, Foodie & Culture Lover) of passports available. It has a small touch screen monitor on the left. It is used to guide travellers on choosing the most suitable and desirable journey. Travellers should be able to make final decisions with just a few presses on the screen, then he/she will be prompted to continue with the payment procedure.
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P a s s po r t
An essential prop for the EIY Travel Scheme. There are 3 types of passports (Learner, Foodie, Culture Lover), each fulfil the needs of a specific type of traveller. Mission details are provided in the inside pages.
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Welcome Page
Traveller Profile
Mission Details
Stamp Collection
A brief introduction of Tai O. Provide travellers some background information about the destination.
A page for traveller to put their basic information on, such as name, picture, arrival and departure date.
Detailed description about the mission. Let the travellers know exactly what they have to accomplish in order to complete the mission.
A page to collect various beautiful stamps upon completing different missions.
Learner
Culture Lover
Foodie
knowledge-based missions
boost interactions between traveller and the destination
Food related missions
Inside Pages Demo
歡 迎 來 到 大 澳！ Welcome to Tai O! 棚屋是大澳漁村的標誌，也是香港最為獨特的景 觀之一。大澳曾是香港的主要漁港和駐軍鄉鎮，
。密密麻麻的棚屋、縱橫交錯的水道與橋樑，因
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TAI O E
IY
居住缺乏安全感，所以就在岸邊建造棚屋住下來
TH
也是百年來的漁鹽業重地。世代以來，大澳都是
漁民蜑家人的聚居地，漁民認為在平實的土地上
A
VE
not only souvenirs but memories, knowledge
M
TR
Tai O is home to the Tanka people, a community of fisher folk who’ve built their houses on stilts above the tidal flats of Lantau Island for generations. These unusual structures are interconnected, forming a tightly-knit community that literally lives on the water. Their enchanting world is a photographer's paradise.
We envision a fun journey not only taking photos but taking part. We aim at letting adventurers bring home
E
而構成大澳現今的面貌。
L SCH
E
and meanings
First Name
Put your
Last Name
Arrival Date
photo here Departure Date
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1
2
3
4
get a passport
meet ambassador
mission time
collect stamp
warm welcome
After getting a passport, travellers will be prompted to visit Tai O Cultural Workshop as the first stop of their journeys. Tai O Cultural Workshop is the official back office of the EIY Travel Scheme. Some of our ambassadors are local residents who volunteer to take shift on Mondays which used to be a holiday to the workshop. Ambassadors will introduce the EIY scheme in detail to travellers, there are also bilingual leaflets available in case of lauguage issues. What is warmer than being welcomed by locals on a travel?
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1
2
3
4
get a passport
meet ambassador
mission time
collect stamp
challenge!
Pretty much for the warm up, let’s get ready for the most fun and challenging part of the EIY scheme. At this stage, travellers will need to go out there and find the check points themselves, then follow the details presented in the passport and fulfil all requirements. At the end of a mission, travellers are asked to take a photo as a proof for stamp collection later.
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Expected Features
Conversation
Food
Scenery
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Story
v i s i t ou r s t a r r e s id e n t
He has lived in Tai O all his life, had gone through all the ups and downs here, so he surely can tell you stories about this place. In this mission, you have to find this mysterious star resident and chat a little with him at his house. He’s a very nice and friendly guy, so don’t be shy, just go ahead and say hello and tell him you are on a mission, he’ll understand. Get ready for a “beyond verbal language” kind of communication! Have fun!
Hints:
Cross a red bridge to find his house, look for EIY logo!
Bring him some beer and visit after 12 noon!
questions: 1. What is the name of the star resident? 2. What happened around where he lives 10 years ago?
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l ook f o r t h i s
Simone has reached the “red bridge� mentioned in the passport. He is now searching around carefully for the EIY scheme logo. 43
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t a r g e t id e n t i f i e d Following the clues given in the passport, Simone has successfully identified the mission checkpoint!
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+
c o n v e r s a t io n Our star resident invite Simone in his house. Simone bring 2 cans of beer and the star resident is very pleased. He make some shrimp, tell Simone to sit down and eat together. They start to chat, the star resident tell Simone his name is Wong, he also talk about the fire around San Kei area 10 years ago. Although the verbal communication isn’t quite effective, they enjoy each other’s company and have a graet afternoon.
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scenery
After having a good meal, Wong show Simone to his balcony which is at the second floor of this house. The view from there is absolutely breathtaking. Simone enjoys this visit and takes a photo with Wong befor he leaves.
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4 realms of experience Analysis of 2 of the missions
VISITING STAR RESIDENT MISSION
chat with Wong
eat and drink
story time
- Actively involved - Immersion
- Passively involved - Absorption - Immersion
- Actively involved - Passively involved - Absorption
scenery
- Passively involved - Immersion
(listening to story is passive while reacting is active)
Escapism
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Entertainment & Esthetics
Esthetics Entertainment & Educational
Escapism
Educational
Esthetics
Entertainment
BE A STREET FOOD HELPER MISSION
learn to make food
cook food
Interact with customer
Interact with shop owner
Eat
- Actively involved - Actively involved - Actively involved - Actively involved - Passively involved - Absorption - Immersion - Immersion - Immersion - Absorption - Immersion
Educational
Escapism
Escapism
Escapism
Entertainment & Esthetics
Escapism
Educational
Esthetics
Entertainment
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1
2
3
4
get a passport
meet ambassador
mission time
collect stamp
c l ai m r e w a r d
Travelles work their way around to complete missions. The effort is worth something in return as a reward. A stamp will be chopped onto the traveller’s passport upon completion of each mission (our staff will help back at the Tai O Cultural Workshop). It serves as a certification to celebrate the achievements of their journey.
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e n d o f jou r n e y
Travellers might be too busy on missions and have no time for shopping. However, it doesn’t really matter because probably they don’t have to. The passport itself already is a unique souvenir. It is going to be something they can look at and refer back to the unforgettable experience in Tai O (or even Hong Kong) when they are back home.
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E x p e r i e n c e d e s ig n s t r a t e gi e s
Rich Experience
Create Meanings
Mix in Memorabilia
The 4 realms of experience is a leading framework and criteria for the EIY travel scheme. Each mission is carefully structured to encompass aspects of all the 4 realms in order to make the experiences as rich as possible.
A meaningful experience has personal significance. This is also one of the goal of the travel scheme. Local residents, travellers, and shops all take part in co-creating values for the entire experience. For example, residents volunteer for taking shift work at the Tai O Cultural Workshop. Shops are invited to be collaborators of the scheme and eventually become an experience provider to the travellers. The scheme connects people in the community.
One major identified problem from earlier research is, traveller found the current experience as a whole, not memorable. The passport, missions and stamps are all designed by the objective to mix in memorabilia. When people encounter unexpected events, there’s a great chance they will remember that particular event(s). The passport and missions contribute to the “unexpected� aim and the stamps give tourists a sense of getting an approval for their achivements, which makes them remember the experience even more. 57