Building on a mixed-method approach, this study examines the practices engaged in creating value propositions in the exhibition industry from the perspective of service-dominant (S-D) logic, which regards the offering of value propositions as service innovation and an essential prerequisite for value cocreation. Consequently, a five-factor structure with 40 measures underlying the practices of offering value propositions is developed and validated. The extant tourism literature on the meetings, incentives, conventions, and exhibitions (MICE) industry mainly examines value cocreation issues while overlooking the concept of value propositions. This study contributes to the S-D logic literature by extending the theoretical understanding from value cocreation to value proposition. The findings of this study present important dimensions and attributes that are involved in creating value propositions for service innovation. Exhibition service providers can use these findings as a blueprint for service innovation project management and as a checklist for assessing their innovation competency.