Purpose – The purpose of this paper is to study service innovation applied to archaeological sites' management, in terms of enrichment of primary cultural product with auxiliary products (cultural activities). Design/methodology/approach – The research design is based on the application of...

Purpose – The purpose of this paper is to analyse innovation in the light of service‐dominant (S‐D) logic and service science as a value‐creating process occurring through a many‐to‐many network resource integration. Design/methodology/approach – The paper utilises S‐D logic and...