From logic to profit: a reflection on the applicability of service- dominant logic to the hotel industry

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 scientific essay intends to elucidate, through pondering, the main issues raised by S-D logic, especially taking account 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 cocreators. Value co-creation results from resources integration from multiple actors in their interactions, both in direct and indirect ex-changes.