THE STUDY OF EXPERIENCE ECONOMY AND SERVICE DESIGN FOR SUSTAINABLE DEVELOPMENT : CASE STUDY IN DUNHUANG AREA

Abstract

This study investigates how the experience economy and service design can jointly promote sustainable tourism development in Dunhuang. The research addresses three key challenges: peak-season crowding with limited dispersal mechanisms, insufficient participatory experiences beyond major heritage sites, and persistent language and information barriers that affect visitor experience and local inclusion.

The objectives are to translate core theoretical concepts into collaborative practices with local stakeholders; to analyze tourism assets and develop richer, experience-oriented options that enhance community participation; and to design a practical model that improves trip quality within sustainability constraints.

A mixed-methods grounded theory approach is employed, progressing from literature review and contextual analysis to a pilot phase involving on-site observation, focus groups, and semi-structured interviews, followed by extended field immersion with participatory observation and stakeholder dialogues, and culminating in structured stakeholder surveys. The sample includes visitors, residents, tour guides, small service providers, community organizations, and public-sector actors.

Iterative service-design methods—such as co-creation, journey mapping, seasonal curation, and post-trip reflection—produce two process models (WTE and WTOCI) and ultimately lead to the Dunhuang Experience Sustainable Model (DESM), supported by a bilingual travel handbook. DESM operationalizes a people-centered, season-based, experience-oriented orchestration framework that aligns visitor interests with seasonal highlights, coordinates local resources into executable itineraries, and completes a feedback loop through sharing and iteration.

The model effectively disperses tourist demand, deepens cultural understanding, reduces dependence on ad hoc interpretation, and establishes stable entry points for community participation. The study concludes that integrating experience-economy value creation with service-design implementation provides a replicable framework for Dunhuang and similar heritage destinations, offering both practical outcomes and potential social impact.

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