A Framework of Experiential Service Design in Creative Tourism

Abstract

This study explored experiential service design in creative tourism from the perspective of tourists. Service design methods, collated observations, and a questionnaire were employed to form multiple case studies regarding three sites of creative tourism destinations in Taiwan. The findings are as follows: (1) tourists learn not only through participating in activities but also through related creative people, stylish works/featured products, and aesthetic atmosphere; (2) service facilities, such as descriptions of exhibits, and displays equipment, are important peripheral experiences that may affect tourists’ learning in the core experience; (3) the storytelling experiences include not only the norms, shared values, etc., but also the activation of local culture and contributions to local development are demonstrated as important elements; and (4) the study combines gain/pain points of empathy mapping and customer journey mapping with creative tourism experiences that provides in-depth insights into the tourists’ experiences. Therefore, regarding the service design principles, the pain and gain points can be transformed into key elements of the tourism experiences through an experiential service design for creative tourism.