Service Design: Analysis and Evaluation of Tourist Service Experience in the Ancient City of Qingzhou

This paper proposes the use of service design methodology to analyze and evaluate the tourist service experience in the Ancient City of Qingzhou, China. Service design is considered an effective approach for analyzing, developing, improving, and creating service experiences. The study applies observation, persona, guided interviews, visualization methods, and service safari to a 5A-rated tourist attraction in China, specifically the Qingzhou Ancient City Tourist Area. The analysis and evaluation of the service experience at the Qingzhou Ancient City are conducted, accompanied by relevant management recommendations. The combined application of service design methods allows for the identification of service encounters in the visitor experience process at the ancient city, providing comprehensive insights into the tourist experience.