Research On Rural Cultural Service Design Based On Tourism Experience

With the development of the experience-based economy era,more and more tourists have begun to pursue personalized and unique travel experiences,and are no longer limited to a single sensory experience,forming a shift from material pursuits to spiritual and cultural needs.At present,there are still many problems to be solved in this field.How to effectively attract tourists has become an important issue that most practitioners in the tourism industry must face.At present,the development of rural tourism in China tends to be homogenized.Most of the methods to improve tourism service experience start from the service provider(that is,the scenic spot itself),such as the environment,hardware facilities,etc.,and the service provider and acceptance have not been fully realized.Other problems caused by the unequal relationship between the two parties have not paid enough attention to the service recipient—tourism experience and cognitive needs and cannot meet the individual needs of tourists.Tourism phenomenon should be regarded as the change of lifestyle in the human life world triggered by tourism experience and the enrichment and improvement of survival content brought by it.The subject draws on the service development experience of rural cultural tourism destinations at home and abroad,combined with the actual situation of our country,is committed to improving the experience of tourists in the whole process of tourism,and intervening in the development of rural tourism with service design thinking,so as to enhance the tourism experience of tourists,especially for Research on the development of rural culture is feasible.Through combing the related literature on rural cultural tourism services,this article takes Fengjian Village,Xingtan Town,Shunde as an example,and is divided into four research stages.The first stage is to sort out the related literature of rural tourism and compare the development models of rural tourism at home and abroad,aiming to sort out the background of this research.In the second stage,field investigations and insights were carried out on the aspects of people,things(information),materials,environment,and services for the current development of tourism in Fengjian Village and explored the service gaps in the development of rural cultural tourism,that is,the fundamental of rural tourism development lies in Enhance the tourist experience of tourists.In the third stage of design and implementation,design and practice the service gaps and design opportunities obtained from the research,build a rural tourism service system,and combine the cultural transmission method with the emotional needs of tourists.When the personalized needs of tourists are met,the tourist experience will be greatly improved,and at the same time,for tourist destinations and service personnel,it can also greatly improve the quality and efficiency of services.In the fourth stage,the preliminary design results are simulated and evaluated.Based on the research results,provide suggestions for the development of cultural tourism in the "Fengjian Village".In order to enhance tourists’ travel experience and develop rural culture in the process of tourism services,the subject proposes the design strategies and principles of rural cultural services: pay attention to the needs of multiple stakeholders in the system,pay attention to the co-creation of services at different stages,participation of tourists,and use of service design Thinking from the service supply and demand sides(that is the tourist side)proposes improvement plans,through process innovation and a series of touch points design,mainly mobile APP,including the provision of travel information,route recommendation and itinerary records and other interface systems;popularize traditional culture science The main interface system;the game system based on gamification mechanism and auxiliary product innovation,which can enhance the participation of tourists.It can not only improve the whole-process service experience of rural cultural tourism,but also bring more benefits to the scenic area.The service process provides tourists with a smoother and more comfortable personalized travel service.