Value chain mapping for tourism intermediation

The purpose of this paper is to analyse the theoretical and practical implications of the use of the value chain in tourism intermediation, examining its current configuration, with particular emphasis on the emergence of new net-based agents. Inspired by the conceptual discussion on service logic, service-dominant logic, and consumer dominant logic, we focus on the trip cycle to map the value chain of tourism intermediation. The paper is exploratory. It presents and discusses a conceptual model and suggests the implications for research and practice. We hope that it will offer a better understanding of the current situation of tourism intermediation through its value chain based on customer dominance. It stresses the importance of understanding customer logic and emphasises the presence of providers in the customer ecosystem.