Service prototyping on one hand and the integration of co-creating customers or further stakeholders on the other hand are proven to be highly beneficial for the quality, speed-to-market and the success of new service offerings. Prototypes support stakeholders to articulate their latent needs and thus support them to provide vital input for new service development. The service prototyping is not limited to real world simulations any more. Recent advances in IT opened up new possibility to enhance service development. The given cases show the potential benefits IT-enabled prototypes as well as virtual prototypes can offer for companies in the tourism industries that strive to open up their service development approaches. In particular, we distinguish three types of prototypes to enable open service innovation: (1) real world prototypes, (2) IT-supported prototypes, and (3) virtual reality prototypes. The presented approaches for open service prototyping are valuable ways to develop, try and test services together with team members, customers or an unknown crowd. Their use is demonstrated in three cases within the tourism industry.
- open innovation
- service prototyping