Service dominant logic as a new fundamental framework for analyzing event sustainability: A case study from the German meetings industry

This study proposes Service Dominant Logic as a new explanatory approach to improve our understanding of sustainable events. A two-step analysis serves as a methodical framework. First, literature related to event marketing and Service Dominant Logic is analyzed with a focus on the micro, meso, and macro level. Second, the theoretical discussions are validated and enhanced by a brief case study from the German meetings industry. The findings highlight that the specific investigation of a micro, meso, and macro level within Service Dominant Logic can serve as a promising framework to better explain and depict the complexity of event sustainability.