Service-dominant logic in the tourism industry : The case of Snow Peak Inc.

This study introduces Snow Peak, Inc. as a case exemplifying service-dominant logic (S-D logic) in tourism. This camping goods company, founded in 1958, also operates shops, camping venues, accommodations, and restaurants now and it fosters positive environmental behaviour. The company defines itself as one of the users and creates the shared value with its customers. S-D logic is proposed as a new theory focusing on intangible resources and the cocreation of value and relationships. S-D logic has a strong affinity with the tourism sector and can achieve competitive advantage through the efficient management of value co-creation processes. This study considers Snow Peak's strategy by using S-D logic narrative and process and discusses its implications on the improvement of its competitive advantage. The results of this study have implications of such a process of value co-creation in the tourism industry in Japan.