Dynamic service framework approach to sustainable service value shift applied to traditional Japanese tea ceremony

In order to plan new services, one needs to understand not only the related technologies and products, but also the value sense and concepts of individual and institutional customers, their behavioral patterns, as well as the background social system. Especially with hospitality, entertainment and art services, the historical background, hospitality culture and regional traditions often sustain and enhance the value of service for the customer. This paper applies a modern dynamic multidisciplinary framework to study the historical shift and present sustainability of traditional services. The framework facilitates the analysis of service value and service shift trends by placing and tracing individual services in a service domain space according to two major axes: classification in a ldquoneeds levelrdquo-ldquoservice using placerdquo hierarchy proposed earlier by the author, and the degree of customer participation. The dynamic framework is applied, in the context of recent achievements of structural anthropology, to the historical shift around the 16^th century of Japanese traditional tea ceremony, attempting to gain insight applicable to the sustainable innovation of modern hospitality, entertainment and art services.