ABSTRACT
ABSTRACT: Following the enhancement of aborigines’ self-awareness over the last few years, tribal experience activities featured with local historical, cultural and natural environmental elements have not only become an important direction for the tribal experience economy, but also made relevant cases and researches hot topics. Nevertheless, there are still some limitations for the analysis of tribal experience activities from the perspective of service design. Laiji Tribe in Alishan Township is a typical case as its tribal experience is integrated with features of local traditional culture. Having Laiji Tribe as the research target, this research has adopted in-depth interview and observation methods to acquire relevant research data in order to discuss Laiji Tribe’s customer journey maps and to analyze the service design of its craft experience. The results indicate that: 1) the service design of tribal experience activities mainly connects with the tribe’s original primary agriculture and forestry industries to develop various abundant tribal experiences such as farming experience, eco-tourism, creative crafts, tribal tour, guesthouse experience etc.; 2) tribal craft experiences enable customers to get involved with the core connotation of aboriginal people’s knowledge and techniques such as their history, culture and traditional crafts. In enables customers to extend their experiences from the service of substantial products to emotions; 3) the design of tribal craft experiences is to have co-creations and exchanges between the customers and people from the tribe. Apart from providing customers abundant cultural stories, tribal people also reflect the sustainability issue of the operation of its traditional culture; 4) intangible cultural connotations plus crafts that can be made with local materials may attract customers to tribes lacked of exhibition and sales hardware facilities for having some craft experiences. The research results may be used as the foundation of the following research on the service design of tribal craft experience.
