Analysis of the Impact of Service-Dominant Logic on Value Co-creation in Online Tourism Enterprises

With the rapid development of internet technology, the online tourism market is booming and has become a significant part of the tourism industry. Service-Dominant Logic (SDL), as an emerging business thinking model, emphasizes the interaction and collaboration between producers, consumers, and other stakeholders in jointly creating value. This paper aims to explore how SDL influences the value creation process of online tourism enterprises, analyze its role in enhancing customer experience, strengthening enterprise competitiveness, and promoting sustainable development, and propose corresponding strategic recommendations.