Service design thinking  brings a very interesting perspective to ecotourism services design. In August 2012 a conference was held in Innsbruck (Austria). In its website http://www.servicedesigntourism.com/conference/index.php?site=home further information about what design thinking is (a free downlable ebook  is offered), as well as case studies. Presentations are at slideshare.net (search for SDT2012).