ABSTRACT. Although some studies have been done on supplementary
services in the service industry, very little has been explicitly done in
the travel and tourism industry. This paper focuses on adding value to
core services in the travel and tourism industry, which Lovelock (1996)
referred to as ‘‘supplementary services.’’ Supplementary services can
be used as differentiation points in a highly competitive industry such
as tourism. Some researchers have developed models in an effort to
demonstrate how supplementary services can enhance the core services.