View article

This paper broadens the concept of service for service sustainability by building a new value co-creation model based on tripartite win-win-win relationship between human providers, recipients, and natural capital. Three viewpoints for practicing service sustainability (VSSs) were developed; fundamental context sharing, setting the silent participants as an operant resource and seeking a tripartite value co-creation, and involving the value in keep concept in service activities. We demonstrate the usefulness of the tripartite value co-creation model by discussing practical ways to achieve service sustainability using a Japanese resort hotel case.