Purpose: The purpose of this paper is to increase understanding of end consumer’s value creation in the context of Finnish nature-based tourism from the viewpoint of the customer-dominant logic (CD logic) of service. Design/methodology/approach: Existing research on the CD logic of service...

In order to create awareness & motivation among future travellers, tourism communication, should, according to our understanding, not only appeal to the visuals, but to all user senses in an inter medial mix. Hence, smell, sound, touch, taste and sight must be touched, in order for communication...

Purpose: The purpose of this paper is to present the sustainable value chain activities that have been implemented when providing sustainable food services and sustainable value. A municipal catering organisation in Finland is introduced as an example. Design/methodology/approach: The...