ABSTRACT
In this study, we discuss the methods involving the research on human behavior for determining new routes. We present the features adopted for making risky decisions on heuristic rules based on the prospect theory. We argue that in the simulation of human behavior, it is necessary to examine the possible errors of perception based on the prospect theory. However, it is also important to first understand the emotions and needs of customers to make hypotheses and then to test them in specific business situations. The tools of design thinking help to explore the client experience of customer interaction, to find a new value for them and to develop a customer-centric business proposition. The problem statement “How to improve the experience of tourists who want to visit the small cities of Russia?” has led to the use of design thinking tools to solve this problem.
