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Developing dementia-friendly visitor destinations (DFVDs) has been acknowledged as essential for maintaining quality of life for people with dementia (PwD) and carers. While research has identified the lack of sufficient information as one of the major barriers in DFVD development, this study argues that the underlying problem comes from poor communication promoting this social vision. Values have a significant impact on stakeholders’ communication. By working with values, the stakeholders may uncover latent issues through an authentic dialog, helping them shape meaningful design directions and find ways of working together. Accordingly, this study proposes a 3 × 3 matrix of values-led communication design and presents an action research. The results suggest that the vertical axis, negotiation for values, can act as agonistic space for stakeholders to uncover values and make appropriate decisions. The horizontal axis is constituted by a systematic communication process of design for value proposition, design for value-in-context, and design for value constellation to facilitate stakeholders in integrating their core competences and construct the value creation system for DFVD development. Through these two axes of values-led communication design, the stakeholders can transfer their knowledge and assets into new social practice, usage, and dissemination, thereby increasing societies’ ability to act.

Applying Values-Led Communication Design to Engage Stakeholders in Developing Dementia-Friendly Visitor Destinations