Tourism · city destination
A route beyond the obvious visitor sites
How could a city make lesser-known cultural sites easier for visitors to discover?
Visitor exploration beyond the most familiar cultural route.
Project questionHow could a city make lesser-known cultural sites easier for visitors to discover?
How could a city make lesser-known cultural sites easier for visitors to discover?
A city wanted visitors to spend time around lesser-known cultural sites and support nearby businesses.
The useful reframe
The brief was not simply to promote more places. It was to understand where the visitor journey narrowed and what made an unfamiliar route feel worth taking.
The work
From question to something a team could use.
Project work mapped the visitor journey, identified the moments shaping exploration, then produced a strategy map and playbook for a pilot experience.
- 01
Map the journey
Service-design and behavioral-science methods were combined to show the route through the visitor experience and the influences at each point.
- 02
Locate the choice points
The analysis focused on the moments when a visitor could continue along the obvious route or explore somewhere less familiar.
- 03
Translate evidence into strategy
A behavioral strategy map connected the journey evidence to options that a pilot team could use.
Capabilities used
Connect a service journey to intervention choices.
Behavioral journey mapping
A service journey can carry behavioral influences and decision moments, not only touchpoints and sentiment.
Choice-point analysis
The familiar route kept winning at particular moments. Those were the places to examine more closely.
Strategy mapping
The diagnosed influences became design directions.
Pilot playbooks
For the team running the pilot, the work was packaged as a playbook that held the strategy, its logic, and the practical options together.
What the project produced
- Behavioral journey map
- Behavioral strategy map
- Pilot playbook
Evidence
A strategy and playbook ready for a pilot.
- Documented
- The visitor journey, behavioral strategy map, and pilot playbook.
- Measurement scope
- Changes in visitor movement or local spending.
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