Discussion on Innovative Design of Cultural Tourism Products from the Perspective of Service System——Targeting Suzhou Gardens

Abstract

With the economic development and the improvement of living standards, people have higher expectations for the tourism service experience, the concept of cultural tourism has emerged, and the demand for cultural tourism products has turned to humanistic experience or spiritual satisfaction. The evolution and development of Suzhou gardens has provided its cultural and creative industries and tourism with rich historical and cultural resources and space for creative industries. However, the cultural connotation of gardens has not yet been fully explored, and the competition for garden cultural tourism products is fierce. At present, garden culture and tourism products are seriously homogenized, and tourists' garden experience is not good. This study addresses a certain link in garden services. Through literature survey method and interview method, learn about the related policies of cultural tourism, the market of cultural tourism products and the development trend of cultural tourism products; study the background of cultural tourism products, explore the current model of cultural tourism product development, and the current status of cultural tourism product development And service system theoretical research; through field trips: an in-depth analysis of the development status of Suzhou garden tourism service models, tourism routes, and cultural tourism products, on-site experience of the garden ’s material culture, behavioral culture, and spiritual culture; Weak points, find service contacts that can stimulate tourists to buy cultural tourism products; use IPA (Importance Performance Analysis) importance-performance degree analysis method to classify the relevant factors that affect the tourist experience, so as to Prioritize factors, Use Likert scale: measure the satisfaction of various factors that affect the garden tourism experience to find the shortcomings of garden services; find relevant garden tourism experiences through relevant tools of service design (such as user journey experience maps), etc. Curve, systematically plan the garden service process; optimize the garden tourism service, and derive a series of souvenirs from the service, so that the quality of the service reaches a certain moving point, stimulate tourists to consume this cultural tourism product, and turn this cultural tourism product into a Good travel memories, thus improving the tourist happiness index. Through the innovative design of the garden cultural tourism service system, a new consumption model is constructed to promote economic development. From the perspective of service system design, develop a series of garden cultural tourism products, summarize the design direction of garden cultural tourism products, and explore the possible application of garden culture in the new era.