Research on Innovation Strategy and Design of Tourism Service Experience in the Construction of Oujiang Scenery Poem Route

Abstract

There are four poetry routes have already planned in development framework of poetry culture in Zhejiang province, one of which lies in Oujiang. Service experience is now becoming a center of cultural construction as continuous working progress facilitating this poem route access to a good future. This paper applies the concept of service design to the construction of Oujiang Scenery Poem route tourism, taking the core area of Daluoshan Scenic Area as the object of practice. Through field research on the existing tourism services in the area, insight into the service contact points and user pain points in the touring scenario, and finally proposes the tourist-centred tourism service innovation strategy and design practice. The research found that there are four major problems in the tourism services of Daluoshan Scenic Area: lagging infrastructure, loose management order, confusing guidance system and weak heritage interpretation. Based on this, this paper constructs a leisure tourism service design scheme for Daluoshan, which integrates online and offline scenario experiences to optimise the flow and experience of the scenery poem route tourism, which will provide a useful reference for promoting the construction of the Oujiang poetry route tourism.