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

• Autorzy: Małgorzata Kieżel
• Języki publikacji: EN

Abstrakty

EN

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 consists of 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 studied travel 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. (original abstract)

Słowa kluczowe

EN

Tourism marketing; Tourism services; Service-dominant logic

PL

Marketing turystyczny; Usługi turystyczne; Logika usługowa

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2019
• Numer: t. 20, z. 2, cz. 1 Marketing turystyczny
• Strony: 197--208

Twórcy

autor

Małgorzata Kieżel

• University of Economics in Katowice, Poland

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