ABSTRACT

Customer experience is increasingly becoming the decisive success factor of tourism products. The provision of good customer experience cannot be left to chance and, thus, the design of services and the whole service ecosystem is becoming vital in an environment of growing competition for customer experiences. Service design is a user-centred approach to systematically analyze, innovate and improve service processes from a customer’s perspective. This fi rst section of this chapter provides an introduction on the increasing importance of customer experiences not only for the tourism industry. The subsequent parts provide an overview on the basics of service design in a tourism context, outline the service design process and present three hands-on tools.