Research on Rural Cultural Tourism Service Design Based on Customer Perceived Value: Taking “TANXUN” Parent-Child Travel as an Example

Abstract

The rural cultural tourism in China is booming against the backdrop of rural revitalization. However, problems in the tourism resources integration, planning and services still exist, leading to much potential improvement. Based on service design thinking and methods, combined with the Customer Perceived Value(CPV) theory, the functional value, cultural value, emotional value, safety value and green value in rural parent-child cultural travel services are studied. As for parent-child tourism, Guangzhou Huadu Gangtou Village is taken as an example. Through the integration of perceived objects, perceived values and rural resources, TANXUN service system with the idea of low-carbon is proposed. Parent-child group-travelling model can make tours more fun and connected through interesting, pleasant and diversified countryside vibe and low-carbon cultural tourism experiences, including TANXUN brand image and digital touch points design, TANXUN Nature space design, TANXUN Children’s Fun game design. Thus, to demonstrate the feasibility and rationality of building a rural parent-child tourism service system based on CPV.