Abstract
The article examines value creation, co-creation and value-in-context in service-dominant logic (S-D logic), which is defined as the application of competences for the benefit of another party, in order to analytically define the value for customers and value-incontext in Tourism Marketing. It is because compared with the traditional view of Marketing (G-D logic), S-D logic is probably applicable to understand and consider modern society and business. As a result, it suggests that value-in-context which is formalized the unique and contextual interpretation of value is very important factor to define the value for each customer as well as customer's tourism experience. At the same time, it is necessary to more clarify value-in-context due to offer value propositions for customers and interactive co-creation.
