... assessments of the experience into the PWOM of the guide tour service. Design/methodology/approach A simulated tour experiment was conducted in which participants experienced guided tours with or without storytelling and with or without common themes. The study measured participants’ service episode...

... in the existing literature by investigating how service design principles affect guest experience, service adoption and trust in medical hospitality. Design/methodology/approach This paper uses iterative prototyping, simulation-based usability testing, and interdisciplinary codesign involving clinicians...