A Research On The Innovative Service Design Of Cuiheng Village In Zhongshan City From The Perspective Of Cultural Tourism

With the rapid development of the economic era,in terms of cultural tourism,users are no longer limited to the experience of using a particular cultural product,but are concerned with a comprehensive travel experience,moving from a simple material pursuit to a highly spiritual and cultural one.Currently,the development of cultural tourism in China’s rural areas is mostly faced with the problem of homogenisation,which is detached from its own cultural background and neglects its own construction conditions,while not paying enough attention to the relevant experience of users,resulting in the inability to meet their diverse needs.The study takes Cuiheng Village in Zhongshan City as its object,summarises its development index elements through relevant literature,and combines PEAR matrix analysis to systematically analyse the current development of cultural tourism resources and tourism projects in Cuiheng Village,to fill in service gaps,to realise design practices corresponding to key design touchpoints,to build a cultural tourism service system in Cuiheng Village,and to implement design evaluation in the final stage,and to provide relevant development recommendations from the perspective of policy makers.The final stage of the design evaluation will provide recommendations for development from the perspective of policy makers.This study summarises information on cultural tourism services from around the world and,in the context of the local situation in Cuiheng Village,intervenes in service design thinking with the aim of improving the user experience and achieving innovative development of tourism in the area.In terms of design practice,the APP is the main design solution,complemented by an innovative service design process and corresponding touch points.The interface of the Cuiheng Village Cultural Tourism App covers destination tourism information access,tour experience route recommendation,traditional culture information introduction and cultural travel records,etc.,to provide users with quality service experience in the village while improving the quality of local better services and realising the comprehensive and sustainable development of cultural tourism in Cuiheng Village.