Abstract
Rural tourism is a new rural service innovation in Taiwan these years. It provides travelers a whole new experience of actively participating in a rural life by the three elements of local ingredients & resource, rural characteristics and culture and customer participation. In addition, rural tourism creates an opportunity to development and let silence rural area come into a new situation. More and more organizations and groups are planning the related type of innovation services, and this kind of experience activities are growing up now in Taiwan rural area. In this research, we would like to know the original concept of the innovation activities designers, how to form a service innovation, and which factors will affect the output of activities. By research process such as field research, interview and activity participation to analyze the value proposition and service content, and at the same time we explore the network construction of every services by the Actor Network Theory. The result of this study showed that, the main theme of travel is the key point of the experience activities, which combine people, natural resource, products and culture together, as well as created a significant network and scenario for innovative service of tourism. It provides not only a tour but also a brand new culture experience. Meanwhile, all of the elements encountered during travel, including the travel partners, local residents, local activities and the local culture and environment, also affect service contents and resource allocated.