Linking service-dominant logic to destination marketing

Authored by: Xiang (Robert) Li

The Routledge Handbook of Tourism Marketing

Print publication date:  December  2013
Online publication date:  January  2014

Print ISBN: 9780415597036
eBook ISBN: 9781315858265
Adobe ISBN: 9781317936206

10.4324/9781315858265.ch2

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Abstract

It has been widely suggested that the field of marketing, both its practice and research, is facing great challenges, which call for a major transition or paradigm shift (Achrol and Kotler 1999; Bolton 2005; Gummersson 2002; Vargo and Lusch 2004a). While some suggest evolutionary changes in reforming marketing’s mental model (Wind 2009), others consider it necessary to take a more revolutionary approach, a ‘process of de-programming’ in terms of building fresh marketing theory foundation, creating alternative research methods, and inventing new pedagogical approaches (Gummersson 2002: 585). One line of thought which has drawn much attention lately is the service-dominant logic (SDL) (Vargo and Lusch 2004a, 2004b).

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