Bruce Chi Kwong Wan

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Bruce Wan is a veteran of design educator and designer. He received his master of design from Ecole Nationale Supérieure de Création Industrielle (ENSCI-Les Ateliers) in Paris where he practiced both product and interaction design. His practice ranges over different fields in creative industry including industrial design, communication design, human computer interaction, user experience design, design education and design methodology etc. The sound experience in design allows him to create and articulate user experiences across physical and cyber spaces at both strategic and operational level. Bruce currently works as Assistant Professor and researcher at the School of Design in The Hong Kong Polytechnic University.

Research Title
Service Design in eTourism – A holistic traveller experience lifecycle supporting eTourism.

Dr. Kenny Chow (Chief Supervisor)
Prof. Paul Hekkert (External Co-supervisor)
Prof. Cees de Bont (External Co-supervisor)

About the Research
Etourism regards as one of the most important activities happened online. Irish Tourist Industry Confederation reported on 2010 that over 50% of all online purchases are related to travel and tourism products, whereas six in ten European travellers buy at least some components of their travel online comparing with eight in ten in the United States counterpart. However, the use of technology mediated platforms among traveller is not restricted to momentary queries and online purchases. Recent studies conducted by U.S. travel association and Google show leisure travellers adopt travel technologies throughout their journeys, from information search, planning, reservation, way finding, entertainment, and sharing of their travel experiences. However, Amadeus, a leading research firm in global travel industry found almost half of travellers feel frustrated in using current travel technology, in addition to the overload of information as well as oversupply of applications available on the market. This figure presents possible threats in spite of the positive prospect of eTourism platform. Research identified that an average traveller would spend more than 100 days contemplating the holiday options before departure. The pitfalls of current eTourism solutions are either solely focused on productivity, efficacy, or fulfilling momentarily needs without taking account of holistic travellers’ experiences which may stretched over a long period of time. Besides, this project also observed that travellers of next generation are more accommodated to use travel technologies as an integral part of their travel experience. While the current service industry only focuses on customers’ satisfactions in relation to the touch points designated. Innovation in tourism requires us to probe into the existing travellers’ behaviours from a wider perspective and should be able to embrace the emerging trends and issues such as establishing an ecosystem for digital platform, the lifestyles change by ubiquitous information technology, tourist well-being and fulfilment, the imperative of experience and transformation economy, the upraising of user experience design, and the adaptation of design methodologies to service industries.

This PhD research is a practice-led applied research project which focuses on adopting service design methodology to create a holistic traveller experience lifecycle via eTourism platform for traveller of the next generation.

Research Objectives
The convergence of the aforementioned social, cultural, technological, an economical changes make traveller experience a new field of research as well as practice. This research project needs to probe into the following issue so as to establish a framework and propose innovative solutions for a sustainable development of eTourism platform.

  • Review travellers’ behaviors, expectations, and motivations on current eTourism platforms.
  • Identify factors and issues contribute to the framework of “Total Traveller Experience” from a holistic perspective: Dreaming, Planning, Booking, Experiencing, and Sharing.
  • Identify different forms of travellers’ well-being and its implications to the construction of eTourism framework.
  • Investigate how service design thinking could help generating innovative and integrative solutions supporting “Total Traveller Experience” in eTourism platforms.
  • Elaborate a sustainable strategic conceptual framework for “Total Traveller Experience” in eTourism integrating perspectives from experience economy, user experience design, and the emerging technologies.