Opportunities and Threats of Using Service-Dominant Logic in Tourism Marketing
Opportunities and Threats of Using Service-Dominant Logic in Tourism Marketing

Summary/Abstract: The main purpose of the paper is to present the assumptions of Service Dominant Logic concept and the presentation of results of empirical research concerning identification of opportunities and threats of application of this concept in tourist agencies. Execution of market research and analyses of exchange results are a necessary effort as they allow to state how propositions of values for buyers can be improved. The paper consistsof three parts. The first identifies the assumptions of the SDL in marketing. The second part presents the methodology of empirical studies and part three shows the opinions of studiedtravel agencies about opportunities and threats of using the SDL concept in marketing actions. Studied travel agencies notice the process-oriented character of services and the need of focusing on all entities that participate in the process. In the course of service provision,they appreciate the importance of workers, especially the staff directly providing services to customers but also engagement of customers.

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