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Service-Dominant Logic: The Road Map to Value Co-Creation in Place Marketing

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Business Development and Economic Governance in Southeastern Europe

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Abstract

This paper presents a conceptualization of the utility of Service-Dominant Logic (SDL) in theoretically underpinning the value co-creation process that emerges from the interactions and relationships of place visitors with local resource integrators of destinations. Under the SDL of marketing, service becomes the ontological content of the place brand and a fundamental mechanism of the exchange of place-branded products. The work is based on the Vargo and Lusch (J Acad Mark Sci 36(1):1–10, 2008) premise, that service is the fundamental basis of exchange, and builds an argument about how operant resources can be deployed by place marketers, as a source of competitive advantage to sustain loyalty to place visitors. It proceeds to explain how to place marketers (i.e., hospitality services, tourist attractions, etc.) co-create value with place visitors (customers) to generate effects that stimulate visitor loyalty and build the place brand. The relationships that develop between the customers and place marketers are embedded in a service ecosystem, which appreciates the phenomenologically determined perceptions of value of the parties and stimulates place visitors to repeat customs. The paper argues in favor of the integration of the roles of the customers and service suppliers in the formation of a value output, which becomes input in the identity of a place.

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Notes

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    Italics adopted in the paper are used to indicate emphasis.

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Author information

Authors and Affiliations

  1. Associate Professor in Business and Customer Management, Department of Economics and Business, Neapolis University Pafos, 2 Danais Avenue, 8042, Paphos, Cyprus

    Sofia Daskou

  2. Assistant Professor in Communication and Marketing Communication and Marketing, Department of Economics and Business, Neapolis University Pafos, 2 Danais Avenue, 8042, Paphos, Cyprus

    Andreas Masouras

  3. Professor of Educational Administration, Department of Economics and Business, Neapolis University Pafos, 2 Danais Avenue, 8042, Paphos, Cyprus

    Anastasia Athanasoula Reppa

Authors
  1. Sofia Daskou
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  2. Andreas Masouras
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  3. Anastasia Athanasoula Reppa
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Corresponding author

Correspondence to Sofia Daskou .

Editor information

Editors and Affiliations

  1. Neapolis University Pafos, Paphos, Cyprus

    Pantelis Sklias

  2. Department of Economics, International Hellenic University, Serres, Greece

    Persefoni Polychronidou

  3. Department of Accounting and Finance, International Hellenic University, Kavala, Greece

    Anastasios Karasavvoglou

  4. Democritus University of Thrace, Komotini, Greece

    Victoria Pistikou

  5. University of Peloponnese, Tripoli, Greece

    Nikolaos Apostolopoulos

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Daskou, S., Masouras, A., Athanasoula Reppa, A. (2022). Service-Dominant Logic: The Road Map to Value Co-Creation in Place Marketing. In: Sklias, P., Polychronidou, P., Karasavvoglou, A., Pistikou, V., Apostolopoulos, N. (eds) Business Development and Economic Governance in Southeastern Europe. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-05351-1_21

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