The Service Experience Innovation Model of Cultural Tourism in Historic Districts: A Case Study on Zhongshan Road in Quanzhou, Fujian Province of China

This study aimed to elucidate how consumers engage in cultural activities in Quanzhou and analyze innovative service experiences in this ancient city. We also sought to create a model integrating humanistic innovations into the enhancement of service experiences. We used an exploratory case study approach, combining secondary data analysis with on-site observations. The findings include the following: (1) The tourist experience in cultural tourism involves six stages: “Connect and Attract”, “Orientate”, “Interact”, “Extend and Retain”, “Advocate”, and “Recollect”. (2) We developed the TESP model for innovative cultural tourism services in Quanzhou, with four dimensions: Technological, Experiential, Systemic, and Platform. The Platform dimension introduces the Hub and Service Process sub-dimensions. Additionally, the study suggests that creating a sense of place in historic districts relies on traditional culture, emphasizing the core competitiveness, identity, and culture of a locality. (3) Integrating “humanistic innovation” into cultural tourism is essential, utilizing digital platforms and interpersonal networks to promote core values and thus foster local economic prosperity. The research outcomes hold practical significance for cultural heritage tourism in Quanzhou, as well as for the study and implementation of service and experience innovations among experience providers, practitioners, managers, and marketing professionals in the field.