#Service innovation by design thinking methods: A case of seoul children's grand park (SCGP)

Information communications technology (ICT)-based service innovations for tourism experiences have become an essential foundation in establishing a smart tourism city that an organization should consider. Thus it is required to understand service design process and method theoretically and technically. This research aims to introduce a case study demonstrating a structure and procedure for the service innovation based on design thinking methods in an urban park context for revitalizing Seoul children's grand park (SCGP). Our study provides a guideline of service design structure: explorative stage, generative stage, evaluating stage, and applying stage of designing to tourism context. By analyzing the current visitor's experience in old facilities and places, we suggest a service design model to manage visitor behavior patterns with ICT-based experience and also provide valid scenarios based on the results of big data analysis. Technically, we developed two application program concepts, visitor journey map and App Touchpoints, for visitor-centered experience design. This study contributes to articulate a conceptual framework of service design and its applications of ICT-based experience in the SCGP.