The service industry has evolved over the years to become the major industry of the 21st century and a highly professionalized sector as well. An increased comprehension of consumers' expectations, a better understanding of the construction of tourism service quality and value, the latest progress on experiential consumption have all contributed to a clearer vision of the complexity of the service experience.  Both practitioners and academics have devoted much time and effort in understanding those aspects and have produced models, concepts and systems that have contributed to a tremendous increase in services' creativity.  In order to adapt to consumers expectations and because of a highly competitive environment, the service industry has had to innovate and identify unique selling propositions in order to remain competitive.