Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China

The study found a significant gap between tourists' perceptions and expectations of service quality in Qingzhou Ancient City, with notable differences across various dimensions of service quality. It also identified the factors influencing the service quality of Qingzhou Ancient City tourism se...

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Main Author:	Yuliang, He
Format:	Thesis
Language:	English
Published:	2024
Subjects:	HD28 Management Industrial Management
Online Access:	http://ir.unimas.my/id/eprint/46097/3/Thesis%20PhD_He%20Yuliang.pdf
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id	my-unimas-ir.46097
record_format	uketd_dc
spelling	my-unimas-ir.460972024-09-22T23:39:42Z Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China 2024-09-20 Yuliang, He HD28 Management. Industrial Management HN Social history and conditions. Social problems. Social reform The study found a significant gap between tourists' perceptions and expectations of service quality in Qingzhou Ancient City, with notable differences across various dimensions of service quality. It also identified the factors influencing the service quality of Qingzhou Ancient City tourism services. Four critical incidents were identified, highlighting areas for improvement and optimization. Additionally, the study uncovered opportunities for service design within Qingzhou’s tourism services. Based on these findings, the researcher proposes a practical service design strategy framework to help destination managers enhance tourist experiences and foster value co-creation with stakeholders. This study explored factors influencing tourists' perceived service quality in Qingzhou Ancient City, a renowned historical and cultural destination in China. The researcher employed a mixed-methods approach tailored to specific research questions. The researcher used a quantitative method for the first question involving questionnaire surveys. To address the second question, the researcher used a multi-step qualitative method, including personas, observations, guided interviews, service safaris, and customer journey maps. These tools are integral to service design. For the third question, the researcher combined qualitative methods, such as observation and interviews, with service blueprint and customer journey map methodologies. The study significantly contributes to the theoretical advancement of tourism destination service design, particularly for ancient city destinations. The researcher developed a model for assessing tourism service quality and a strategic framework for service design in Qingzhou Ancient City, enhancing the application of service design principles. Using customer journey maps improved the clarity and executability of service management. The service design process, rooted in a shared service concept, enhances Qingzhou’s competitiveness. Key touchpoints in the Customer Journey Map facilitate consistent stakeholder goals, empowering Destination Marketing Organizations (DMOs) to create innovative, visitor-centric solutions. The service design strategy framework helps providers pinpoint their roles and potential partners, optimizing operations and collaboration. Future research should refine the service design framework for various destinations and explore how emerging technologies can enhance tourism experiences and service design methodologies. Investigating the integration of infrastructure with new technologies and the impact of tourism on ecosystems will further contribute to sustainable tourism development. UNIVERSITI MALAYSIA SARAWAK 2024-09 Thesis http://ir.unimas.my/id/eprint/46097/ http://ir.unimas.my/id/eprint/46097/3/Thesis%20PhD_He%20Yuliang.pdf text en public phd doctoral UNIVERSITI MALAYSIA SARAWAK Faculty of Applied and Creative Arts
institution	Universiti Malaysia Sarawak
collection	UNIMAS Institutional Repository
language	English
topic	HD28 Management Industrial Management HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management HD28 Management Industrial Management Yuliang, He Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China
description	The study found a significant gap between tourists' perceptions and expectations of service quality in Qingzhou Ancient City, with notable differences across various dimensions of service quality. It also identified the factors influencing the service quality of Qingzhou Ancient City tourism services. Four critical incidents were identified, highlighting areas for improvement and optimization. Additionally, the study uncovered opportunities for service design within Qingzhou’s tourism services. Based on these findings, the researcher proposes a practical service design strategy framework to help destination managers enhance tourist experiences and foster value co-creation with stakeholders. This study explored factors influencing tourists' perceived service quality in Qingzhou Ancient City, a renowned historical and cultural destination in China. The researcher employed a mixed-methods approach tailored to specific research questions. The researcher used a quantitative method for the first question involving questionnaire surveys. To address the second question, the researcher used a multi-step qualitative method, including personas, observations, guided interviews, service safaris, and customer journey maps. These tools are integral to service design. For the third question, the researcher combined qualitative methods, such as observation and interviews, with service blueprint and customer journey map methodologies. The study significantly contributes to the theoretical advancement of tourism destination service design, particularly for ancient city destinations. The researcher developed a model for assessing tourism service quality and a strategic framework for service design in Qingzhou Ancient City, enhancing the application of service design principles. Using customer journey maps improved the clarity and executability of service management. The service design process, rooted in a shared service concept, enhances Qingzhou’s competitiveness. Key touchpoints in the Customer Journey Map facilitate consistent stakeholder goals, empowering Destination Marketing Organizations (DMOs) to create innovative, visitor-centric solutions. The service design strategy framework helps providers pinpoint their roles and potential partners, optimizing operations and collaboration. Future research should refine the service design framework for various destinations and explore how emerging technologies can enhance tourism experiences and service design methodologies. Investigating the integration of infrastructure with new technologies and the impact of tourism on ecosystems will further contribute to sustainable tourism development.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Yuliang, He
author_facet	Yuliang, He
author_sort	Yuliang, He
title	Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China
title_short	Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China
title_full	Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China
title_fullStr	Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China
title_full_unstemmed	Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China
title_sort	service design in tourism: tourist experience driven destination in qingzhou ancient city, china
granting_institution	UNIVERSITI MALAYSIA SARAWAK
granting_department	Faculty of Applied and Creative Arts
publishDate	2024
url	http://ir.unimas.my/id/eprint/46097/3/Thesis%20PhD_He%20Yuliang.pdf
_version_	1811771588367876096

Service Design in Tourism: Tourist Experience Driven Destination in Qingzhou Ancient City, China

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