This paper aims to develop an implemented strategy when innovative service applies to sustainable tourism. The implemented strategy is investigated that encompasses a practical problem of how and why the psychological process within cross-cultural experience and value. An eco-innovation case of a farmer from a traditional rural community is presented to explore this unknown phenomenon. The results show how and why an eco-innovation strategy was successfully implemented. The first finding explains how to implement a practical framework, which consists of three phases: building the concept of service innovation and service design, tourist activity and experience in sustainable tourism, and personal psychological process construct. The second finding explains why personal cross-cultural value is built by experiential authenticity, which is affected by the psychological process of tourists and destination owners with greening perceptions who experience emotions, and act in response to their attitudes and values. Through examined case shows that small and medium tourism enterprises (SMEs) still has an emergence need since most managerial and psychology model are not suitable for its complexity. The explored concept framework fits this emergence that provides a systematic approach which combines implemented strategy and eco-innovation strategy for SMEs. Its management implication includes co-creation tourist values can be managed and designed from the demand side to the supply side of service experience innovation in local destination.
