C ONCEPTUAL F RAMEWORK OF U V OYAGE S ERVICE P LATFORM

uVoyage conceptual framework is developed based on the integration of SDL, image theory, destination images, and metaphor. Figure 6.1 shows these interactions within the seven theoretical components of the uVoyage conceptual framework and

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their relationships. First of all, value creation and value sharing are the two things emphasized by SDL. So, value creation and value sharing components are identified.

For the value creation part, the value created from service experience is related to both image theory (value cognition) and destination image theory (service experience).

The idea of image theory is included in value creation and destination images component for the foundation of value cognition. As to value sharing part, operant business cooperation should be involved when the value sharing between businesses happens. The metaphor here is used to link the cooperation goals in order to improve customer’s service experiences and customer satisfaction.

Figure 6.1 Relationships among the Underlying Theories uVoyage Conceptual Framework

Detailed relationships among the seven components are as follows:

 Link (1): Link (1) represents SDL content. Value creation and value sharing are the two kernels in healthy ecosystem development.

 Link (2): Link (2) shows the relationship between value creation and destination images. Destination images bridge customer impressions associated with organic images, expectations, and the induced image and value after experiencing services from SMEs. SMEs offer cusotmers values (drawing upon

Value Creation Destination

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assets of the centric platform) that characterize destination images.

 Link (3): Link (3) describes the strategic choice of value sharing in terms of sharing resource on the centric platform, which can drive cluster SMEs to cooperate. Cooperation is subsequently considered as a means of sharing and integrating mutual values to enhance value propositions. Cooperation synergy then increases the effectiveness of ecosystem operation.

 Links (4) and (5): Metaphor is middleware that connects destination images and business cooperation through links (4) and (5). When a customer receives value that has been described by images, the holistic view of images of a destination can be regarded as customer preferences. Thus, the goals of business cooperation can originate from images tourists prefer for niche market creation by SMEs. Restated, goals are analogous to images in terms of customer perspectives. Metaphor works for search reasonable concepts mapping from goals to business partners.

 Link (6): When destination images and business cooperation are linked, businesses can design very attractive and unique services based on mutual capabilities. Customer satisfaction, which results from a service experience, would therefore improve.

For the competitiveness and survivability of cluster SMEs associated with innovation, growth, and productivity, these theories are the underlying fundamentals of uVoyage conceptual framework. There are four tiers in uVoyage conceptual framework illustrated in Figure 6.2. Among the three basic elements in the first tier, a destination is the target environment where SMEs reside. The environment has some embedded technologies (only a web browser or cell phone for some SMEs) and

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relationships among businesses and consumers, which enable different B2B and B2C models. To encourage business development, the second tier consists of image modeling and sheltering operations, which are mechanisms for frontline service provisions of the centric platform. Image modeling is an automated and adaptive mechanism for modeling features of destinations, customers, and businesses.

According to attributes of customer impressions, image modeling can be used to compute business and destination images. Customer images are based primarily on their preferences, whereas images of businesses are measured by customer experiences.

Conversely, sheltering operations provide the management and marketing functions needed by SMEs to increase tourism business for operations that can be fulfilled by Information technology (IT). Information technology nowadays is often viewed as an auxiliary enabler in tourism development (Touray and Jung, 2010). For example, destination management system using IT helps SMEs communicate with tourists and manage resources and business cooperation more effectively and efficiently. Internet and online communities are good sources for understanding customers’ needs and feedback. Tourism recommendation systems can also facilitate tourists to find better journeys for better service experiences in their tours. Notably, SMEs can utilize some platform services to increase operational productivity.

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Figure 6.2. uVoyage Conceptual Framework

The diversity metric, alliance network design, and assessment and computing metaphors are component assets of uVoyage (left side of the third tier). With an understanding of customers and management functions in the second tier, these common assets can be used to create incentives for business cooperation. These incentives include partner recommendations and selection for business cooperation to achieve given goals (i.e., the desired image as a metaphor vehicle), evaluate possible alliance value network formation, compute alliance value network feasibility, and measure service diversity in an ecosystem. Third-party service providers, such as transportation firms, logistics services, or raw material suppliers, act as auxiliary enablers supplying services for value network operation. Destination ecosystem health, which is on top of all three tiers in the conceptual model, assesses the growth and diversity of service development through the prosperity of business and their cooperation.

The unique properties of uVoyage conceptual framework are as follows.

 Proactive implies that businesses can remain alert to changes in an environment and customers based on the image modeled. Once changes are identified, the

Destination Technology Relationship Image Modeling Sheltering Operations

Common Assets

Computing Metaphor Alliance Network Design &

Assessment Diversity Metric

Third Party Services Destination Ecosystem Health

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common technological assets help businesses create niches and identify complementary partners for growth.

 Prosperity is the outcome of value co-creation in an ecosystem. The proposed framework encourages businesses to develop improved value propositions for different value networks. Therefore, an ecosystem containing many value networks will also receive benefits from business development.

 Productiveness highlights the features of industrial cooperation for customers to enhance overall productivity of a regional industry.

Briefly, the first two tiers are implemented to identify and understand customer needs and business relationships in an environment based on destination image theory for the value creation process in a tourism ecosystem. For value sharing, a metaphor based on metaphor theory along with other componets in the third tier of the proppsed conceptual model supports businesses sharing value with partners.