期刊
TOURISM MANAGEMENT
卷 82, 期 -, 页码 -出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2020.104200
关键词
User-centred design; Value co-creation; Value in use; Sustainability; Customers; Distribution channels
By applying a user-centred design methodology, we gained a deeper understanding of the sustainability value for travel agents, analyzed the failure of sustainability communications on online platforms, explored why agents exclude sustainability information during sales, and investigated opportunities for co-creating value.
To mainstream sustainability, we need to understand the value gained from sustainability by users. We apply a user-centred design methodology to develop an agile, iterative, incremental and reflexive process to understand the sustainability value proposition for Lufthansa City Center travel agents. We analyse the failure of sustainability communications within the online platforms used by these agents and explore why the agents factor out sustainability information during the customer sales process. We identify how agents and customers understand sustainability, and we explore opportunities to co-create sustainability value. Furthermore, we prototype, and then test, methods of empowering travel agents to communicate sustainability to their customers as a value-adding proposition.
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