business analysis and design of open trip planner online

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By

Maria Renya Mayastuti 11502023

BACHELOR’S DEGREE in

INFORMATION TECHNOLOGY

FACULTY OF ENGINEERING AND INFORMATION TECHNOLOGY

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

Revision after Thesis Defense on 11 July 2019

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Maria Renya Mayastuti STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Maria Renya Mayastuti

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Student

Date

Approved by:

Dipl. -Ing. Randy Anthony, S.Kom., M.Kom

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Thesis Advisor

Date

James Purnama, M.Sc

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Thesis Co-Advisor

Date

Dr. Maulahikmah Galinium, S.Kom., M.Sc.

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Dean

Date

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Maria Renya Mayastuti BUSINESS ANALYSIS AND DESIGN OF

OPEN TRIP PLANNER ONLINE MARKETPLACE START UP COMPANY

By

Dipl. -Ing. Randy Anthony, S.Kom., M.Kom, Thesis Advisor James Purnama, M.Sc, Co-Advisor

SWISS GERMAN UNIVERSITY

In travel industry, the existence of open trip planner is rapidly increasing. Amateur open trip planner needs a platform that able to increase their sales and manage their participants. This thesis research objective is to develop a business analysis and design of an open trip planner online marketplace start-up company. To obtain the business analysis and design, deep interview was conducted with several business actors who are active in the travel industry to gain insights of open trip planner industry. Based on the result of discussions, smart business map that already made earlier before the deep interview is able to be verified and revised, thus business model canvas also able to be concluded. Afterwards development of mock up and prototype is needed to do a deep interview for the usability of the prototype. Available features in this platform such as search, comparison, payment options for full payment and down payment, trip creation and participant management. The result concludes that there are mixed responses regarding the needs of marketplace for OTP. For more professional OTP, a marketplace is only a nice feature to have for their administrative works while for amateur OTP travel marketplace is needed to boost their sales, open a new market and create an easier way for them to manage the participants of their trips.

Keywords: Open trip planner, open trip planner marketplace, platform, tourism

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Maria Renya Mayastuti DEDICATION

I dedicate this works for my family and Indonesia.

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Maria Renya Mayastuti ACKNOWLEDGEMENTS

I would like to thank God for the opportunity, strength and health to finish this thesis work.

I give thanks to my father and mother for their unconditional love and support for all this time.

I wish to thank my thesis advisor, Dipl. -Ing. Randy Anthony, S.Kom., M.Kom and my thesis co advisor, James Purnama, M.Sc, for their directions, suggestions, support and help in guiding me to finish this thesis.

And also I would like to thank my classmates for the last 4 years. It has been a pleasure to meet all of you and fulfil those 4 years with support, patience and laughter.

May the odds always be ever in your favor.

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Maria Renya Mayastuti TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR ... 2

ABSTRACT ... 3

DEDICATION ... 5

ACKNOWLEDGEMENTS ... 6

TABLE OF CONTENTS ... 7

LIST OF FIGURES ... 10

LIST OF TABLES ... 11

CHAPTER 1 - INTRODUCTION ... 12

1.1 Background ... 12

1.2 Research Problems ... 13

1.3 Research Objectives ... 13

1.4 Scope ... 13

1.5 Significance of Study ... 13

1.6 Research Questions ... 14

1.7 Hypothesis ... 14

1.8 Thesis Structure ... 14

CHAPTER 2 - LITERATURE REVIEW ... 15

2.1 Online Marketplace ... 15

2.2 Open Trip Planner ... 15

2.3 Related Work ... 15

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(Hong, Tan, Khanand, & Abdullah, 2014) ... 15

2.3.2 Tourism and the Smartphone App: Capabilities, Emerging Practice and Scope in the Travel Domain - (Dickinson et al., 2014) ... 16

2.3.3 Crowdsourcing Social Innovation in Tourism: Insights on Platform Design – (Kohler, T., Rutzler, L., 2018) ... 16

2.3.4 Behavior-Based Market Segmentation of Travelers and Their Different Activities at Peer-to-Peer Online Travel Marketplace– (Ryu, S., Choi, K., Cho, D. 2018) ... 17

2.3.5 An Exploratory Study of the Dependence on Mobile Payment among Chinese Travelers – (Law, R., Sun, S., Schuckert, M., Buhalis, D. 2018) ... 17

CHAPTER 3 – RESEARCH METHODOLOGY ... 19

3.1 Research Overview ... 19

3.2 Business Analysis and Design ... 20

3.2.1 Customer Needs Gathering ... 20

3.2.2 Direct Competitor Analysis ... 21

3.2.3 Smart Business Map ... 21

3.2.3.1 Target Market Segments ... 21

3.2.4 User Requirements ... 22

3.2.5 Business Model Canvas ... 22

3.3 System Analysis and Design ... 22

3.3.1 Overview System ... 22

3.3.2 Use Case ... 22

3.3.3 Database Design ... 23

3.3.4 System Architecture Design ... 23

CHAPTER 4 – BUSINESS ANALYSIS AND DESIGN ... 24

4.1 Customer Needs Gathering ... 24

4.2 Establishing Initial Business Requirements ... 30

4.3 Playing Field ... 31

4.4 Considerations ... 36

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4.5.2 Key Activities ... 38

4.5.3 Key Resources ... 39

4.5.4 Value Preposition ... 39

4.5.5 Customer Relationship ... 39

4.5.6 Channels ... 39

4.5.7 Customer Segments ... 40

4.5.8 Cost Structure ... 40

4.5.9 Revenue Streams ... 40

4.6 Value Proposition Canvas ... 41

CHAPTER 5 – SYSTEM ANALYSIS AND DESIGN... 44

5.1 System Analysis ... 44

5.1.1 User requirements ... 44

5.1.2 Feature Comparison ... 45

5.2 System Design ... 47

5.2.1 Overview System ... 47

5.2.2 Use case design ... 48

5.2.3 Database Design ... 56

5.2.4 System Architecture Design ... 57

5.2.5 Mock Up Design ... 58

5.2.6 Usability Testing ... 64

CHAPTER 6 – CONCLUSION ... 66

6.1 Conclusion ... 66

6.2. Future Works ... 66

APPENDIX ... 69