evaluate the organisational use of service design and service-dominant logic and provide detailed suggestions for improvement.

Your Task
Individually, you are required to write a 1200 word service blueprint proposal for a tourism and
hospitality organisation of your choice. Please note that you will be required to use the chosen
organisation in your second and third assessments.
Assessment Description.
The purpose of this individual assessment is to foster students’ ability to evaluate the use of service
design and service-dominant logic in the delivery of service experiences by justifying the most
effective characteristics of service-based industries and the service economy.
Assessment Instructions
Before making a choice, please conduct preliminary research first to determine the availability of
information. If you find that the number of sources about your chosen tourism and hospitality
organisation is limited, please consult your workshop facilitator to discuss an alternative
Once you have chosen a tourism and hospitality organisation, you are to undertake an analysis of
the following aspects:
? Provide a concise overview of the chosen organisation and its total service offering.
? Critically evaluate the organisational use of service design and service-dominant logic and
provide detailed suggestions for improvement.
? Based on the suggestions for improvement, propose an alternative service blueprint by
creating a detailed visual representation of the total service over time – showing the user’s
journey, all the different touchpoints and channels, as well as the behind the scenes parts of a
service that make it work. You may wish to use Canva or PowerPoint to create the service
blueprint. This part is not included in the word limit of your submission.

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