Travel Reference
In-Depth Information
2
Linking service-dominant logic
to destination marketing
Xiang (Robert) Li
Introduction
It has been widely suggested that the fi eld 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).
Vargo and Lusch (2004a) contended that marketing is evolving from the conventional
'goods-dominant' (G-D) logic toward a logic centring on service provision, which highlights
intangible resources, co-created value, process orientation, and relationships. Their article
ignited a heated debate and international discussion about the future of marketing and the role
of service (Grönroos 2008). Increasingly, marketing researchers have agreed that SDL may
be instrumental in providing an overarching framework, or at least a useful perspective unifying
the seemingly fragmented marketing ideas. In the tourism literature, SDL has also drawn
some attention (Li and Petrick 2008; Saraniemi and Kylänen 2011). Although most tourism
scholars welcome and appreciate the intellectual challenges SDL presents to the fi eld,
some could argue that SDL is a moot point for tourism, a service-driven industry (Li and
Petrick 2008).
This chapter attempts to continue what Li and Petrick (2008) have started, and further
explores the relevance of SDL to destination marketing. To do so, this chapter will start with a
review of the development of marketing, and external forces that may infl uence the future of
marketing. While understandably for many this review is common knowledge, it is pertinent
to be reminded where we have come from, to better understand where we should go. After
that, the chapter will provide a brief overview of SDL, its latest development, as well as its
criticisms. Finally, the chapter will conclude with a number of connections and implications of
SDL in the destination marketing context.
