ABSTRACT
Vargo and Lusch (2004a) contended that marketing is evolving from the conventional ‘goods-dominant’ (G-D) logic toward a logic centring on service provision, which highlights intangible resources, co-created value, process orientation, and relationships. Their article ignited a heated debate and international discussion about the future of marketing and the role of service (Grönroos 2008). Increasingly, marketing researchers have agreed that SDL may be instrumental in providing an overarching framework, or at least a useful perspective unifying the seemingly fragmented marketing ideas. In the tourism literature, SDL has also drawn some attention (Li and Petrick 2008; Saraniemi and Kylänen 2011). Although most tourism scholars welcome and appreciate the intellectual challenges SDL presents to the fi eld, some could argue that SDL is a moot point for tourism, a service-driven industry (Li and Petrick 2008).
