How important are individual tourist resources for the overall value of tourist
experiences? This study argues for including tourist resources as a value-adding element in
tourist experiences. Service quality measures typically include the value of (1) personal service,
(2) the surrounding natural environment and (3) other tourists. They do not typically
include the value of individual tourist resources. A survey with 505 respondents was conducted.
The study reveals that tourist resources, in addition to personal service, environment
and other visitors, enhance the experienced value of a trip significantly. These findings are
discussed in light of the service-dominant logic, identity and self-worth theories and the
imperative of including the customer resources in understanding of experience value. Practical
implications are also presented.