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Purpose The purpose of this paper is to explore the pertinent issues in the relationship between service experience and service design among small and medium‐sized enterprises (SMEs) in the tourism industry. Design/methodology/approach The conceptual paper undertakes a thorough review of the relevant literature before developing propositions regarding service experience and service design for SMEs in the tourism industry. Findings Service experience must be appropriately managed by SME operators by collecting and evaluating relevant data on customer experience. Service design must be undertaken in a holistic manner that is embedded in the organisational culture of the service provider using tools such as “blueprinting”. Synergistic cooperation and learning regions among traditionally fragmented tourism providers are essential for achieving long‐term competitiveness. Research limitations/implications Future research should undertake empirical studies to validate and/or modify the propositions presented in this conceptual paper. Originality/value This is one of the few studies to have addressed the relationship between experience management and service design for SMEs in the highly competitive tourism industry.
Anita Zehrer (Sat,) studied this question.