ABSTRACT
This chapter reviews the evolution of services marketing and introduces the service-dominant logic (SDL) perspective. It contextualizes the key assumptions of the SDL in the context of social media and showcases, through the presentation of case studies, how these can be applied for co-creation creation practices. The chapter offers theoretical and practical implications of this development for marketing and tourism research and practice and provides an outlook into the future. The chapter contributes by conceptualizing the SDL in the social media landscape that shall offer a novel theoretical and practical starting point for experience and value co-creation. The SDL is grounded in a long evolution of services marketing, moving from the early product economy and "value-for-money" to the SDL thinking and "value-in-use" as the core concept that prevails to date. The advances of the service-oriented economy have fostered new thinking logics, emphasizing the increased provision of services and experiences.
