Abstract
This paper introduces the concept of service-dominant logic as a research paradigm in marketing management. It does so in the context of tourism management‟s need to engage with wider debates within the mainstream management literature. Moreover it demonstrates the importance of service-dominant logic in uncovering the role played by co-production and co-creation in the tourism industry. These ideas are developed in detail through a case study of the UK hotel industry that draws on new empirical research undertaken by the authors.