Paper Title
Improving Urban Museum Value Blueprint: A Service Dominant Logic Approach

Abstract
Tourism has been known as one of sector in contributing to develop economic growth forsome region. Thus, it is important to maintain sustainable tourism activity in somedestinations. As the effort in increasing tourists activity with keep their revisit intention andrecommendation willingness to the other according from their experience. Provider has tounderstand the basic source of experience come from developing service. Establish the designof service has to adapt on the technology and information rapidly, innovation and co-creationexperience in tourism service as the important keys. As scientifically researcher emphasizesto answer how quality service increased by value co-creation approach and it influenced towhole tourists experience (Zatori, 2013). This study takes an observation of service blueprintin Geology Museum as heritage tourism in Bandung City which carries out some criticalpoints which potentially decreasing tourists’ experience by understanding the initial serviceand value blue print that visitor received. Thus, some suggestion provided to improvetourists’ experience. Keywords - Service blueprint, Experience-based service, Causal loop diagram