A Service Design Framework for Brand Experience in the Creative Life Industry – A Case Study of the Millennium Gaea Resort Hualien in Taiwan

Shu Hua Chang*, Rungtai Lin

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Scopus citations

Abstract

This study combines the experience economy, customer-based brand equity and service design to explore the essential elements of the creative life industry. Data was collected from a single case study in Taiwan. The findings reveal that both the emotional and rational route should be designed into the realms of experience. First, the realms of experience reflected the main experiences offered by creative life enterprises. The results show that the respondents’ perceptions of the various realms of experience through touchpoints could influence each other. Creative life enterprises should reinforce ways of triggering other experience realms if they want to provide tourists with comprehensive and high-quality experiences. Second, the tourists’ perceptions of the realms of experience and of brand blocks mostly derived from specific touchpoints, such as the herb garden, the herbal remedy pools, the cuisine, the relaxation rooms, the staff, etc. The conclusions that can be drawn are that a one-source multiple-use strategy should be incorporated into the design of touchpoints, and peak experiences should be identified for build-up for tourists.

Original languageEnglish
Title of host publicationCross-Cultural Design. User Experience of Products, Services, and Intelligent Environments - 12th International Conference, CCD 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Proceedings
EditorsPei-Luen Patrick Rau
PublisherSpringer
Pages3-15
Number of pages13
ISBN (Print)9783030497873
DOIs
StatePublished - 2020
Externally publishedYes
Event12th International Conference on Cross-Cultural Design, CCD 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020 - Copenhagen, Denmark
Duration: 19 07 202024 07 2020

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume12192 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference12th International Conference on Cross-Cultural Design, CCD 2020, held as part of the 22nd International Conference on Human-Computer Interaction, HCII 2020
Country/TerritoryDenmark
CityCopenhagen
Period19/07/2024/07/20

Bibliographical note

Publisher Copyright:
© 2020, Springer Nature Switzerland AG.

Keywords

  • Creative life industry
  • Customer-based brand equity
  • Experience economy
  • Service design

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