Research On Rural Cultural Touristic Serivce Design Based On Value Co-creation Theory

In the context of our country’s vigorous promotion of rural revitalization policies,the development of Internet technology and the popularization of intelligent cellphones have provided a new direction for rural construction.At the same time,under the background of our country’s entry into the era of service economy,the service-oriented business model is slowly becoming the mainstream.Since the state put forward the policy of cultural tourism integration,the development of rural cultural tourism has always been given a high degree of attention,but at present,there is less practice of rural cultural tourism services in China,and there is a lack of service-led awareness to create value.Based on this background,this topic explores the theoretical connotation and research perspective of value co-creation,and conducts research on rural cultural tourism service design based on value co-creation theory.First of all,this topic explains the research background,current situation,purpose,significance,method and innovation,and determines the research framework and ideas of the topic.Secondly,it summarizes the value co-creation theory,service design theory and the concept of rural cultural tourism,summarizes and discusses the feasibility and necessity of value co-creation to intervene in rural cultural tourism service design,and lays a theoretical foundation for the subsequent theoretical innovation.Furthermore,it analyzes the cases of rural cultural tourism innovation services and co-creation,and summarizes the opportunities for value co-creation to intervene in the design of rural cultural tourism services through analysis and summarization,so as to provide a practical basis for the subsequent framework.Then,by analyzing the principles and perspectives of value co-creation,combined with the process and tools of service design,a theoretical innovation analysis of value co-creation and rural cultural tourism service design is carried out.Taking the value connotation,co-creation subject and dynamic mechanism of value co-creation as the design principle,guided by the three levels of "macro-meso-micro" in the value co-creation theory,formulate the design based on the double diamond model of service design process,and build a design framework and process for rural cultural tourism innovation services based on value co-creation.Finally,based on the above principles and methods,the design practice of rural cultural tourism service is carried out,the method of rural cultural tourism service design is explained in detail,and the summary and prospect of the overall research are carried out,and the innovation points and shortcomings of the research are summarized.Starting from the national policy background,social development trend and the current situation of rural development,this topic uses paper research and induction method,case analysis method and interdisciplinary research method to study the design method of rural cultural tourism service based on value co-creation,innovatively using value co-creation three-level model of "macro-meso-micro" to guide the establishment of the service system,and finally demonstrates the proposal of the framework with the practice of cultural tourism service design.This research not only provides a new research framework for the rural cultural tourism service system,but also provides a research idea for the value co-creation to intervene service design,which has important significance and value.