Abstract
Motives: Utena District (Lithuania), with its rich cultural and natural heritage, holds significant potential for tourism development. However, to compete successfully with other regions, continuous improvement of services is essential. The decision to conduct service design research was driven by its ability to uncover deficiencies in service provision and pinpoint avenues for improvement, ultimately leading to the development of services that perfectly align with customer needs and expectations.Aim: The purpose of the research is to conduct a service design research analysis in tourist attractions of the Utena district (Lithuania).Results: It is concluded that the respondents were most encouraged to visit the Utena district by entertainment / relaxation near lakes and other water bodies, cultural and entertainment events taking place in the district, holidays, visiting relatives and friends, cultural and architectural-historical objects.