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

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.