The objective of this paper is to redesign a service in exhibition and tourism industries to dynamically improve the customer experience. To achieve greater customer experience, an integrated method which incorporates Customer Experience Journey Map and Service Assembly Concept was introduced. In doing so, two mechanisms were proposed in this study based on the service assembly concept. The service assembly mechanism was applied to respond to dynamic customer requirements. The other service mechanism, so called service replacement, was used to optimize failure handling by replacing the service failures. Using this method, a smart expo service system was designed. In the smart expo system, the customer experience of exhibition journey was enhanced from four aspects, viz. customization, flexibility, information sharing, and conformability.