唐玉 祁娜

摘 要 四川省古镇旅游业凭借其建筑特点和特有文化迅速在国内掀起一股旅游新风潮，但在发展过程中出现了游客体验好感度较差等问题，由此展开基于服务设计理念的古镇旅游路径研究。将服务设计理念融入古镇旅游开发，从古镇和游客的实际需求角度切入，构建面向家庭单位群体的古镇旅游服务框架。根据古镇旅游地和家庭单位群体的构成要素特征形成两条发展主线，并在两者的沟通渠道中体现服务设计理念。构建古镇旅游发展路径可有效提升古镇的丰富形象和家庭单位群体感受古镇文化的体验效果。

关键词  服务设计;古镇旅游;家庭单位群体;特殊人群;游客体验

引用本文格式 唐玉，祁娜.基于服务设计理念的家庭单位群体古镇旅游路径研究[J].创意设计源，2021（2）：9-13.

Research on the Tourism Route of Ancient Towns in Family Units Based on Service Design Concept

TANG YU， QI NA

Abstract The tourism industry of ancient towns in Sichuan quickly set off a new wave of tourism in China with its architectural characteristics and unique culture. However， problems such as insufficient tourist experience appeared during the development process. Thus， a research on ancient town tourism routes based on service design concepts was launched. By integrating the service design concept into the tourism development of the ancient town， from the perspective of the actual needs of the ancient town and tourists， the ancient town tourism service framework for the family unit group is constructed. According to the characteristics of the constituent elements of the ancient town and the family unit group， two development lines are formed， and the service design concept is reflected in the communication channel between the two. Constructing the tourism development path of the ancient town can effectively enhance the rich image of the ancient town and the experience effect of the family unit group experiencing the ancient town culture.

Key Words service design;ancient town tourism;family unit groups;special groups of people;tourist experience

[基金項目]本文系2017年度四川省哲学社会科学重点研究基地、四川省教育厅人文社会科学重点研究基地四川旅游发展研究中心常规项目“基于服务设计理念的四川完善特殊人群旅游服务研究”（项目编号：LYC17-14）阶段性成果。

引言

《四川省旅游投资白皮书（2018 年）》显示，在旅游投资热点领域方面，乡村旅游吸引着各类资本，成为吸金最多且数量最大的旅游投资项目[1]。当前国内开发最为成熟的乡村旅游模式当属古镇类景区。古镇是结合了自然景观和人文风光的房屋旧址新用的一种旅游类型，吸引了大量渴望接触自然、感受地域文化的游客群。政府提出大力发展古镇旅游业，以期通过发展旅游带动当地经济的发展。……