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- Title
From logic to profit: a reflection on the applicability of service-dominant logic to the hotel industry.
- Authors
da Silva-Lacerda, Jefferson Oliveira; de Castro, Marcela Nunes; Veiga, Ricardo Teixeira
- Abstract
The Service-Dominant logic (S-D logic) has gained importance in Marketing Science for offering an alternative perspective on the understanding of social and economic exchanges. For this, the study of economic systems is redirected from a materialistic focus to a post-materialistic one in which operant resources are essential, and service is exchanged for service. This paper intends to elucidate, through pondering, the main issues raised by S-D logic, especially considering the service ecosystem concept, and evaluating/proposing the application of the S-D logic concepts to hotels. One of the S-D logic's propositions that can be applicable to hotels is the one concerning value co-creation - in which guests are treated as co-creators. Value co-creation results from resources integration from multiple actors in their interactions, both in direct and indirect exchanges.
- Subjects
HOTELS; MARKETING science; SOCIAL exchange
- Publication
Revista Brasileira de Pesquisa em Turismo, 2018, Vol 12, Issue 2, p112
- ISSN
1982-6125
- Publication type
Article
- DOI
10.7784/rbtur.v12i2.1357