Red Rural Tourism Service Design Based On Kano Model

With the continuous development of the tourism industry and the continuous improvement of the national spiritual and cultural level,tourists are paying more attention to the spiritual and cultural needs during the tourism process.As a tourism form with the theme of experiencing the red spirit and learning the red history,red tourism’s tourist demand is constantly increasing and tends to be diversified.Rural areas contain rich elements of red culture and the spirit of red culture,and are the main concentration of red tourism resources.The combination of red tourism and rural tourism has also become a new form of red tourism,which is conducive to accelerating the economic development of red rural areas and promoting the inheritance of red genes.However,at present,there is a lack of systematic service planning for red rural tourism,and its service quality needs to be improved,infrastructure needs to be improved,and experience content needs to be innovated,which cannot meet the diverse needs of tourists and affects the sustainable development of red rural tourism.Therefore,from the perspective of service design,this topic deeply analyzes the tourists’ needs of red rural tourism,proposes service design strategies and contact design schemes for the current service pain points in red rural tourism,optimizes the existing red rural tourism service processes,constructs a new red rural tourism service system,improves tourists’ experience satisfaction,and promotes the sustainable development of red rural tourism.This topic uses case analysis and relevant theoretical methods of service design to analyze the current service situation and stakeholders of red rural tourism,determine the role model of tourists,and summarize the service pain points and opportunities of red rural tourism from a systematic perspective through the user journey map.On this basis,the service needs of tourists for red rural tourism were collected through interview method,and the Kano model and Better-Worse coefficient were used to clarify the Kano type and priority of each demand.Based on the results of data analysis,demand transformation is carried out,strategies for red rural tourism services are proposed,design opportunities are sorted out,seven types of design content are summarized,and the red rural tourism service system is constructed from three aspects: service system,business model,and sustainable operation model.Finally,under the guidance of the service strategy and service system,taking Daping Village,Quanzhou County,Guilin as an example,combined with the local red cultural resources to carry out red rural tourism service design practice,systematically planned the service process through the service blueprint,extracted three key contacts of "culture","experience" and "guidance",and carried out the "red Daping" brand image,cultural and creative products,online service applet,experience projects The design practice and evaluation testing of contact schemes such as guidance systems provide research ideas and practical experience references for improving the red rural tourism service system and enhancing service experience.