The purpose of this study is to explore and propose a fishing village tourism service innovation plan based on consumer experience using service design process. This study conducted a case study on Hupo Port, a small fishing village in Ganghwa Island. In order to achieve the research objectives of this study, a service innovation plan was derived and proposed through problem discovery, problem definition, service development, and service process by using a representative service design method, 4D double diamond method. Hupo Port has a potential for service growth based on natural scenery, seafood, and tourist attractions, but there is a significant service gap. As a service attribute to make up the service gap and to innovate the service of Hupo Port, we derived parking and convenience facilities, sea views, and food service improvement and proposed improvement measures. This study is meaningful in that it proposes a small-scale fishing village and fishing port service innovation method using a service design method and a framework for this.