Green Madeira

1
Green Madeira

• Hong-Mei Chen
• Leonel Nóbrega
• Lia Patrício
• Nuno Nunes
• Valentina Nisi

2
Motivation

• Sustainability is a growing concern for both
  businesses and customers.
• Green tourism is a growing market segment.
• Service design for sustainability
• Efficiency in resource usage Cost reduction
• New green tourism services Revenue generator

3
Green Madeira

• Long-term vision
• Madeira as a primary destination of choice for
  green travelers
• Objectives
• To develop innovative and profitable green
  interactive service concepts for Madeira tourism
  industry
• To develop best green business practice for green
  tourism focusing on service interaction
  design/engineering methods and tools and
• To help brand Madeira as a green destination.

4
Expected Results
Tourism customers Unique Madeira green
experience
Government Promote Madeira as an innovative green
destination
Local businesses Succeed through innovative and
profitable green services
Green Madeira
Academia (LabUSE) Develop innovative green
service interaction concepts, methods and tools.
Local communities Increase quality of life and
economic progress in a sustainable way
5
Research activities

• Green customer profiling for Madeira
• Exploratory research
• Qualitative and quantitative studies
• Case studies with existing green businesses in
  Madeira
• Action research (active collaboration with local
  businesses)
• New green service concept development.
• Prototype development of new platforms that
  support green service concepts.
• Development of new methods and tools for green
  service design and engineering
• Knowledge dissemination
• Workshops with business practitioners to
  disseminate new methods.

6
Green Madeira Experience
On-site Madeira experience
Post-travel activities
Pre-travel planning
Green services
Interaction support
7
Green Madeira Experience

• Dynamic Green Experience Planner
• An adaptive service that will enable customers
  and businesses to dynamically co-create
  customers green experience.
• traveLight
• a service to provide tourists with physical
  objects and items they want to use in Madeira
  without bringing them in.

8
TraveLight
Binding Value
Green
Business Value proposition to customers
Reduce CO2 by TraveLight
Business Hotel
Co-creation

• provide items so customer can travel light, such
  as camping
• Direct customers to community sharing services
  (MadeiraTravelite website)
• Business alliance for physical resource sharing
  for various touring events

customer
Business Service design Options
Resource Integration
Service Outcome
Meeting individual customer needs/wants/resources
high quality service
9
Conclusions
Green and sustainability are important business
concerns
Groundbreaking research in service design and HCI
research for services that evolve with the user
Brand Madeira as a top green destination