Research Methodology

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Figure 1. Research Scope

Figure 2. Multiple Perspectives and Functional Complexity

1.3 Research Methodology

Design science is chosen as the research methodology because the nature of this study is a research in information technology to address the design tasks faced by practitioners. It is important that the problem is properly conceptualized and represented, appropriated technologies are constructed, and solutions must be implemented and evaluated using appropriated criteria (March and Smith, 1995). According to the design science proposed by March and Smith (1995), the four research activities are to build, evaluate, theorize, and justify; the research outputs are constructs, model, method, and instantiation. Hevner et al.

(2004) propose design science research guidelines including design as an artifact, problem relevance, design evaluation, research contribution, research rigor, design as a search process, and communication of research to help researchers to create new and innovative artifacts.

These guidelines help researchers to implement and evaluate information systems within design science paradigm.

Peffers et al. (2007) propose the design science research methodology, as shown in Figure 3. There are six activities in the design science research methodology including problem identification & motivation, objectives of a solution, design & development, demonstration, evaluation, and communication. Based on the design science research

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methodology proposed by Peffers et al. (2007), this study tries to identify, classify, evaluate and develop useful B2C mobile tourism services. The prototype system is implemented and evaluated to demonstrate the feasibility and effectiveness of the proposed B2C mobile tourism services. Additional extension to the identification, classification, and evaluation of B2E mobile tourism services are also proposed to illustrate the appliance of the classification research framework and processes.

Figure 3. Design Science Research Methodology

The research framework of B2C mobile tourism service classification and system development are presented in Figure 4. The main research processes in the B2C research framework include B2C mobile tourism service identification, B2C mobile tourism service classification, B2C mobile tourism service evaluation, and system development & system evaluation of B2C mobile tourism services. B2C mobile tourism services are identified from literature reviews and investigation of practical B2C mobile tourism services. Then, both multiple perspectives and functional complexity are taken into accounts to build the B2C mobile tourism service classification. When it comes to the B2C mobile tourism service evaluation, three surveys are distributed in this study, including tourist survey, 3G operator survey and travel agency survey. Tourists are asked to evaluate the usefulness of the proposed B2C mobile tourism services while the importance, feasibility, and cost-benefit effectiveness of the proposed B2C mobile tourism services are evaluated by service providers including 3G operators and travel agencies. Based on the results of B2C mobile tourism service evaluation, a system development framework and processes are proposed and a prototype system of B2C mobile tourism services is designed and implemented. The system evaluation criteria for the B2C mobile tourism service prototype system are user interface & layout, functionality, ease of use, understandability, satisfaction, and intention for future use.

The research framework of multi-dimensional classification and evaluation of B2E mobile tourism services is formulated and presented in Figure 5. The main research processes in the B2E research framework include B2E mobile tourism service identification, B2E mobile tourism service classification, and B2E mobile tourism service evaluation. Mobile services & mobile values for mobile businesses and tourism industry characteristics are considered when identifying the B2E mobile tourism services. Mobile values for mobile businesses include efficiency & effectiveness, time-critical & mobility-related, organizational agility, collaboration, innovation & decision support, and competence enhancement. Tourism

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industry characteristics considered is mobile communication, agile response, learning organization, and knowledge-oriented services. When classifying the B2E mobile tourism services, management/operational perspectives and functional perspectives are considered.

The management support considered includes strategic planning, management control, knowledge management, and operational control. Based on the functional complexities of the mobile service design and development, the proposed B2E mobile tourism services are categorized into mobile information & communication services, location-based services, and context-aware services. The B2E mobile tourism service is evaluated with criteria including importance, feasibility, and cost-benefit effectiveness. The fitness and soundness of the mapping of the B2E mobile tourism services into the corresponding slot of the B2E mobile tourism service classification framework is evaluated by managers as well as employees.

Figure 4. B2C Research Framework

Figure 5. B2E Research Framework

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Based on the research frameworks, the detailed research processes and research methods of B2C service classification, B2C system development, and B2E service classification are depicted in Figures 6-8. As shown in Figure 6, literature reviews and investigation of practical B2C mobile tourism services are used to identify value-added B2C mobile tourism services.

The B2C mobile tourism service classification is built upon the discussion results of seven semi-structured group interviews with total fifty-six students. Three surveys are used for the B2C mobile tourism service evaluation, including tourist survey, 3G operator survey, and travel agency survey. As shown in Figure 7, object-oriented analysis and design is chosen as the system analysis and design method for building the prototype system of B2C mobile tourism services. Twenty-eight students test the prototype system and fill up the system evaluation survey. As shown in Figure 8, the research method for B2E mobile tourism service identification is literature reviews and a case study of a large travel agency. The research method used to classify the B2E mobile tourism services is two focus group discussions with total thirteen senior students major in tourism management. The research method of the B2E mobile tourism service evaluation is semi-structured field interviews with five local travel agencies.

Figure 6. B2C Service Classification Research Process and Research Method

Figure 7. B2C System Development Research Process and Research Method

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Figure 8. B2E Service Classification Research Process and Research Method

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In the subsequent sections, this study is organized as follows. A brief literature review on requirement assessment and system development of B2C mobile tourism services is provided in section 2. Section 3 describes the research method and process for identifying, classifying, and evaluating the potential B2C mobile tourism services. Section 4 presents the research results and discussions of the proposed service classification of the B2C mobile tourism services. The proposed functional framework, processes, models and rules for developing and delivering B2C mobile tourism services as well as the prototype system & system evaluation are presented in section 5. In section 6, an extension research to the service classification of the B2E mobile tourism services are presented. Section 7 contains a concluding remark with future research issues.