Service Dominant Logic and Its Application on Tourism Phenomena

In nowadays business arena services are involved in every economic activity, thus affecting business behavior of all enterprises. The growing importance of services compared to goods, and important role of services in global economy stimulates scholars and researchers among which, for instance Vargo and Lusch, who have introduced in international debate the Service-Dominant Logic (S-D Logic). The proposal, indeed, represent a paradigm shift capable of changing role and importance of services towards goods, viewing differently their exchange and use, re-interpretating the concept of value and of its generation.The validity of this new paradigm, exposed in the first part of the paper, is hence verified when applied to a business in which services have been traditionally very crucial: tourism sector. Present work, thus, highlights how S-D Logic is a powerful emerging paradigm, and how suitable it is in interpreting businesses in general, and specifically tourism business