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In‐depth tourism is a new traveling pattern, which combines thematic traveling experience and personal knowledge. This paper aims to analyze the industry characteristics and approaches to develop and promote in‐depth tourism from a service innovation perspective.

The paper introduces the concept of in‐depth tourism and presents two case studies depicting the practices of this new approach. The paper also includes training and exercises on in‐depth tourism's implementation.

A three‐dimensional framework consisting of customer value, regional resources and competences, and technology adoption (e.g. information and communication technologies) is developed to guide service innovations in the tourism industry.

The new theoretical framework and set of training exercises provide management with the tools to effectively create and promote service innovations through in‐depth tourism.

The paper introduces the concepts and practices of in‐depth tourism from a service innovation perspective. In addition, the research provides several managerial and policy implications to manage service innovations and to promote regional development through in‐depth tourism.