Design and Development of a Prototype Customer Relationship Management Application for Tourism Business
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Abstract
This research aims to 1) analyze and design the UX/UI of a prototype customer relationship management (CRM) application for tour businesses by applying Design Thinking, and 2) develop
a prototype CRM application for tour businesses. The sample group in this study includes six high-potential tourists who use tour company services at least twice a year, aged between 31 and 50 years, and six personnel who have worked in tour companies for at least three years, aged between 25 and 35 years, totaling 12 participants. Data were collected using in-depth interviews conducted with both the sample group and a group of experts.
The research results found that the Design Thinking process was applied in the development of the prototype application. The needs analysis of the 12 participants, comprising tourists and tour company personnel, showed that the target users required real-time communication, travel safety, detailed itinerary information, and real-time trip status tracking to enhance their service experience effectively. Based on this needs analysis, the researcher designed and developed the prototype application "tpath," focusing on real-time communication, comprehensive itinerary presentation, and a seamless user experience. The app’s structure was tailored to suit each user group, with core functions designed to meet the needs for safety, convenient communication, and efficient travel management.
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