ANALYSIS ONTHE TOUCHPOINT DESIGN OF TRIBAL EXPERIENCE JOURNEY FROM THE PERSPECTIVES OF SERVICE DESIGN

A Case Study of Laiji Tribe of Tsou People

Abstract

Following the growth of aboriginal self-awareness, aborigines start to combine local history and culture with the natural environment to provide experience services. This trend has become an important direction for tribes to develop the experience economy and Laiji Tribe provides a good example. This research has adopted literature analysis, participant observation and contextual interview to acquire field data and information for analyzing the touchpoint design of Laiji Tribe's experience journey. The research results indicate that: 1) Among stakeholders of tribal experience activity, the role that provides most experience activities is often increasingly connected with other service providers and is the core-node of this service system. 2) Experiential values pursued by the tourists in tribal experience journey are induced into five major perspectives, including thirty particulars and relevant elements. 3) Eight sweet points, eight pain points and relevant impact elements can be induced from tourists' experience feelings during the journey.