Abstract
This paper aims to discuss how to use the service design thinking and method to shape rural tourism services, that can better meet market demand and touch regional culture deeply. On the basis of Peak-end Rule and four peak experience factors of Behavioral Design, with the sense of experience, participation and ritual as the focus, through insight and analysis the needs of folk festivals, this paper deduced the “Moment-Goal” Model, and proposing “Four Peak Experience Moments” which including “Peak of Atmosphere”, “Peak of Fun”, “Peak of Emotion” and “Peak of Culture”. Taking Foshan Diejiao Water Village as an example, according to the “Moment-Goal” Model of Peak Experience, “Drifting Dragon in Diejiao” cultural tourism brand and dragon boat cultural tourism service system are constructed. It has designed a full-time, multi-level and multi-route cultural travel service, as well as a series of touchpoints to help users achieve peak experience. The derivation of “Moment-Goal” Model of Peak Experience and its application in the cultural tourism service of “Drifting Dragon in Diejiao” have verified the important role of “Four Peak Experience Moments” in the innovation and optimization of rural cultural tourism service experience.
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Acknowledgment
This paper is supported by the 2020 Co-construction Project of the 13th Five Year Plan for Philosophy and Social Sciences of Guangdong Province, which is “Research on the Integration Innovation Strategy of Cultural Tourism in Guangdong-Hong Kong-Macao Greater Bay Area from the Perspective of Service Design (GD20XYS16)”.
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Ding, X., Ning, J., Pu, Z. (2022). Research on Peak Experience Design in Rural Cultural Tourism Service System: Take Diejiao Water Village of Foshan as an Example. In: Soares, M.M., Rosenzweig, E., Marcus, A. (eds) Design, User Experience, and Usability: Design for Emotion, Well-being and Health, Learning, and Culture. HCII 2022. Lecture Notes in Computer Science, vol 13322. Springer, Cham. https://doi.org/10.1007/978-3-031-05900-1_27
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