Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/241431 
Year of Publication: 
2020
Citation: 
[Journal:] Journal of Open Innovation: Technology, Market, and Complexity [ISSN:] 2199-8531 [Volume:] 6 [Issue:] 3 [Publisher:] MDPI [Place:] Basel [Year:] 2020 [Pages:] 1-17
Publisher: 
MDPI, Basel
Abstract: 
There is extensive academic literature about service satisfaction, business performance analysis, and management research of leisure farms, but there are still many problems and room for development on how to create customer journey maps for diversified leisure farms and also on service innovation opportunities. Leisure agricultural tourism is now facing diversified business challenges, and thoughts on service design as well as methods and tools contribute to the innovation of sustainable business models. By exploring customers' touchpoints on leisure farms and their core motivations to visit the farm, this paper proposes a method to integrate the application of target tools of touchpoints into the customer journey map and shows the service design framework of leisure farms' management and organization. Finally, this paper puts forward five key requirements on touchpoints in leisure farms' service innovation, so as to achieve reasonable resource deployment of marketing mix and promote the sustainable development of leisure farms.
Subjects: 
core motivation
customer journey map
customer touchpoints
leisure farms
service design
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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