Hospitality Industry Research Articles

Reflections: How technological developments can help the hospitality and tourism industries cope with increasing staff shortages

Reflections: How technological developments can help the hospitality and tourism industries cope with increasing staff shortages

Theme editorial: How can technological developments help hospitality and tourism industries to cope with increasing staff shortages?

Theme editorial: How can technological developments help hospitality and tourism industries to cope with increasing staff shortages?

A triadic model of job retention and turnover dynamics in the hospitality industry

Purpose This study aims to examine key factors influencing hospitality employee turnover in a post-pandemic context, challenging conventional assumptions about the role of demographics and work-related factors in retention decisions. Design/methodology/approach The research adopted a comprehensive framework using the capability approach and geospatial data analysis, integrating social vulnerability indexes with survey responses from 797 hospitality employees. This study analyzed turnover intentions across demographics, job roles and regions, focusing on Florida’s I-4 corridor. Findings Individual conversion factors like age and marital status were the strongest predictors of turnover, with older and married employees less likely to leave their jobs. In contrast, traditional variables like income, education and job type did not significantly influence turnover intentions. The pandemic blurred distinctions between job roles, highlighting personal circumstances, health risks and economic pressures as critical factors. Contrary to expectations, financial assistance did not significantly reduce turnover intentions. In addition, employees’ life circumstances, such as social vulnerability, influence labor relations and turnover more than work-related conditions. Research limitations/implications This study enriches turnover literature by confirming that personal life circumstances, like age and marital status, are pivotal in understanding employee retention. It challenges conventional demographic and work-related predictors and urges future research to explore the interaction between personal and professional factors in the hospitality industry. The study’s agent-based framework deepens the understanding of how various factors shape employee decisions to stay or leave. Practical implications The findings suggest that hospitality employers must develop more localized, employee-centric retention strategies, especially for younger employees. Tailored approaches considering regional and demographic differences, such as providing career development opportunities and flexible work conditions, could foster long-term loyalty. In rural areas, retention efforts should focus on improving job satisfaction and community support, while in urban areas, strategies prioritize career progression and flexibility. Social implications The study’s findings have significant social implications, particularly in reshaping how employee retention strategies are developed in the hospitality industry. By emphasizing life circumstances over traditional work-related factors, the research highlights the importance of supporting employees’ resilience, especially for those facing social vulnerability. Employers may need to create more flexible and inclusive policies that account for personal, economic and health-related challenges. In addition, the findings suggest that financial aid alone is insufficient in reducing turnover, calling for a more holistic approach that integrates emotional and social support to foster a more stable and loyal workforce. Originality/value This study challenges traditional turnover models by shifting focus from work-related factors to life circumstances, particularly the resilience of older and married employees. It integrates three dimensions – personal (sociodemographics), social (support) and environmental (job type, pandemic challenges) – to examine their influence on employee agency. This triadic framework offers insights into how individual, social and contextual factors shape turnover decisions.

Unravelling the Dynamics of Necessity-Driven Entrepreneurs (NDEs) and Opportunity-Driven Entrepreneurs (ODEs): A Study of Immigrant Micro Enterprises (IMEs) in the Hospitality Industry

The purpose of the study is to investigate the notion of Necessity-driven Entrepreneurs (NDEs) and Opportunity-driven Entrepreneurs (ODEs) among IME (Immigrant Micro Enterprise) owners in the hospitality industry and how changes in motivational traits influence business practices, innovation, and growth aspirations. In many geographical contexts, the ever-challenging hospitality industry is dominated by businesses that are immigrant-owned and of micro sizes that experience additional challenges compared to their native and large counterparts. Through qualitative research and interviews with 18 owners of restaurants and eateries in the IME category in eastern Norway, the study found that while NDE traits are dominant during start-ups, ODE traits also exist, revealing a dynamic relationship between the two and thus problematic to classify hospitality IMEs as either NDE or ODE. Experiences and close customer interactions rather than formal R&D activities inspire changes and innovations in business practices, growth aspirations, and perceptions of success. This study offers new insights into hospitality IME owners’ motivations and goals, which may be relevant in other similar industries and geographical contexts. It underscores the importance of understanding the interplay of NDE and ODE traits among IME owners and their impact on business success in the challenging industry in which they operate.

Implementing Sustainable Procurement Practices in International Hotel

This research investigates integrating sustainable procurement practices within international hotel chains, particularly examining their effects on food safety, encountered challenges, stakeholder involvement, and eco-friendly initiatives. It analyzes the impact of sustainable procurement on food quality and safety, highlighting measures undertaken to ensure these standards. The study addresses challenges like balancing quality, cost, and sustainability in food procurement and evaluates hotels' eco-friendly strategies, such as using locally sourced products and effective environmental management. Employing a holistic approach through multiple case studies, the research emphasizes the nexus between food safety and sustainable procurement, offering practical insights for the hospitality industry. The primary principle across international hotel chains is to consider environmental impacts comprehensively in procurement processes, serving as a foundational guideline.

Future workforce skills for hospitality and tourism business in Thailand

Currently, the hospitality and tourism industry in Thailand is at a state of great flux. This, therefore, calls for a highly competent and versatile workforce to deal with this situation. For this paper, we shall attempt at providing an overview of the current skill set from the current workforce involved in the hospitality and tourism industry in Thailand. We also attempt to identify the prevailing opinions of the managerial personnel on different work aspects, which include the perception of the skills that Thai workers possess. Moreover, the paper looks at what the managers would want and hope for in the future workforce, and the strategies applied to develop such skills in workers soon. This qualitative research approach is employed to dig deep into the minds of key decision makers in Thailand by way of in-depth, one-on-one, or small group interviews to document and consolidate the insights and viewpoints of distinguished executives and top-level decision makers belonging to prestigious hotel and tourism conglomerates in Thailand. The findings of our research unmistakably indicate that the hospitality industry in the country is doubtless in a growth and prosperous period, where it successfully meets various and constantly changing preferences among tourists coming for different purposes. With the tourism industry in Thailand mushrooming, it is vital to establish what has contributed to such success. With more and more people globe-trotting and with tourists pouring in droves into Thailand, the need for a skilled workforce within the hospitality industries is at an all-time high. It therefore becomes relevant during these times of change to identify the skillset of the personnel at work within this vibrant industry. Deep inside the minds of managerial professionals, we can gain a clear insight into how they perceive the current workforce. By conducting comprehensive interviews on an individual and small group basis, we hope to capture the capability and strengths of the Thai workforce with a great degree of subtlety. Second, we also attempt to find out what aspirations and expectations the managers have from the future workforce. The resulting skills and competencies will have to be identified as the industry continues to evolve, but by exploring strategies utilized to develop such skilled labor, we expose the preparations being made for the workforce of tomorrow. Our qualitative research methodology enables us to interact directly with key decision-makers in the industry. We have thus gathered much information and opinion by involving those senior executives and senior-level decision makers of reputed hotel and tourism conglomerates. Their valuable insights helped us to closely look into the current scenario and aspects which still needed to be improved. Our findings clearly revealed that the hospitality industry in Thailand is one of the fastest growing and most successful sectors. It has satisfactorily adapted to the increasing and changing tastes and preferences of the tourists coming from different parts of the world. On the other hand, innovation and high-quality service have allowed this industry to satisfactorily address the needs and desires of its guests. Conclusion Our study puts light on the change which the hospitality and tourism industry of Thailand is experiencing at present. The following sections provide a broad outline of the skillset of the workforce, based on in-depth interviews with managerial professionals. We have taken a closer look at what industry leaders expect and/or hope for in the future workforce, and how they are developing the skills necessary to meet those expectations. This research supports the notion that the hospitality industry is increasing its growth to meet the demands of a multifaceted global customer base.

Critical design futures thinking and GenerativeAI: a Foresight 3.0 approach in higher education to design preferred futures for the industry

Purpose The purpose of this study is to examine how integrating Foresight 3.0 (FS3.0) and the Critical Design Futures (CDF) framework into higher education can enhance students’ capacity to design preferred futures for the hospitality industry. Specifically, this study hypothesises that (H1) participation in a Digital Media Production module, underpinned by the CDF framework, bolsters students’ capabilities in designing innovative solutions for future‐oriented challenges in a Future of Hospitality-themed project. Additionally, (H2) the strategic integration of Generative AI (GenAI) tools with critical, design, and futures thinking skills within the CDF framework enhances students’ intellectual agility through iterative and dialogic interactions with GenAI tools. The methodology includes online surveys, multimodal and thematic qualitative analyses of students’ digital prototypes and reflections to study the effectiveness of FS3.0 and the CDF framework in cultivating future-ready graduates. Design/methodology/approach This study aims to explore the adoption of innovative tools and methodologies that anticipate future challenges while promoting proactive, solution‐oriented learning within higher education. The research investigates the integration of FS3.0 with the newly developed CDF framework within a Digital Media Production module tailored for the hospitality industry. FS3.0, by merging foresight with collective intelligence, fosters a collaborative, forward‐thinking educational paradigm that enhances students’ capacity to address complex, systemic, real‐world challenges. In this context, students engage in hands‐on activities, participating in intellectual sparring with GenAI tools–prompting, critiquing, and refining AI‐generated outputs–guided by the CDF framework. This approach aims to develop students’ creative confidence, critical competence, and futures flexibility (Patel et al., 2024). Findings Preliminary findings suggest that integrating FS3.0 and the CDF framework elevates students’ abilities to ideate and innovate effectively, particularly in developing solutions for industry‐specific challenges in the hospitality sector. The iterative, collaborative interaction with GenAI tools appears to enhance students’ intellectual agility, enabling them to flex their problem‐solving and creative thinking skills. Consequently, the study recommends establishing a collaborative learning space involving students, instructors, and industry stakeholders to continuously redesign innovation‐related modules based on the principles of collective intelligence and interdisciplinarity. Additionally, this study proposes a broader implementation of the FS3.0 and CDF approach across various educational disciplines to nurture innovative, forward‐thinking graduates who can navigate and innovate in complex environments. Originality/value This study contributes to higher education by demonstrating the value of integrating Foresight 3.0 and the Critical Design Futures (CDF) framework to equip students for an increasingly uncertain and complex world. The adoption of such innovative tools and methodologies enables students to anticipate and navigate future challenges effectively. Incorporating FS3.0 into educational curricula fosters a holistic perspective among students, encouraging them to think beyond present conditions and consider broader social, economic, and environmental contexts. This approach not only enhances students’ problem‐solving skills but also strengthens their resilience in facing multifaceted, real‐world challenges.

Conclusion: addressing the labor shortage problem in the hospitality and tourism industries

PurposeThe main objective of this theme issue is to investigate the potential of cutting-edge technologies like AI, robotics and other innovative solutions to mitigate the skilled labor shortage crisis in the Hospitality and tourism (H&T) industries.Design/methodology/approachThis conclusion draws upon the collective insights from the articles in this thematic issue, providing a comprehensive overview of the key findings and their implications. A thorough analysis and discussion of the results are presented, offering a synthesis of the research and its significance for the hospitality and tourism industry.FindingsThis thematic issue examines the profound impact of automation and artificial intelligence on the tourism and hospitality industries, where advancements in technology are juxtaposed with the challenge of skill shortages. The special issue explores the application of AI and automation in operations, training and development as well as the need for a balanced approach to innovation and service delivery standards. As AI transforms the industry, this issue highlights the imperative for hotels and similar establishments to strike a delicate balance between technological innovation and preserving exceptional guest experiences.Originality/valueThis theme issue presents a comprehensive analysis of the key discussions on the strategic use of technology in the hospitality and tourism industries. The articles demonstrate the significance of these advancements in expanding our knowledge and driving innovation, ultimately benefiting various stakeholders in the sector. As these technologies continue to evolve at a rapid pace, it is crucial for industry professionals, decision-makers and researchers to understand their applications, benefits and challenges in order to effectively address the pressing issue of labor shortages in the hospitality and tourism industries.

Staff shortages in hospitality and tourism industries: how technology influences?

PurposeThis paper offers an introduction and sets the stage for the theme issue. It describes the methodology used and highlights the articles that address the strategic question of how hospitality and tourism industries can minimize the effects of labor shortages by embracing advanced technologies.Design/methodology/approachThis special issue explores the potential of automation, artificial intelligence, robotics and advanced data analytics in mitigating staff shortages. Automation streamlines operations, AI enhances customer interactions, robotics reimagines service delivery and data analytics informs strategic decisions. The study addresses a strategic question by combining literature reviews, data analysis, expert insights from practitioners and practical solution recommendations.FindingsThe theme issue presents research that explores how advanced technologies can be effectively utilized to mitigate labor shortages in the hospitality and tourism industries. Automation streamlines operations, AI enhances customer interactions, robotics reimagines service delivery and data analytics informs strategic decisions. However, successful integration of technology requires careful planning, training and ongoing maintenance to ensure a balance between technology and human interaction. By embracing these technologies, businesses can better cope with staffing deficits and position themselves for long-term success in a rapidly evolving environment.Originality/valueThis special issue explores the ways in which advanced technologies, such as automation, AI and robotics, can be leveraged to alleviate the labor shortage crisis faced by the hospitality and tourism industries worldwide. From developed to developing countries, these industries are grappling with severe labor shortages, particularly in terms of skilled workers. The articles presented in this issue offer valuable insights and strategies for addressing this pressing issue.

Perceptions and challenges of blockchain adoption in tourism industry: a study on trust, privacy and security

Purpose This study aims to investigate the perceptions of service providers in the travel and hospitality industry toward the adoption of blockchain technology (BCT), focusing on its impact on consumer experiences and expectations, especially in terms of trustworthiness and the management of privacy and security concerns. Design/methodology/approach The research used a quantitative methodology, collecting data from 135 industry practitioners across five tourism sectors (lodging, connected industries, entertainment, FandB, transportation) in Europe. This approach aimed to understand the diverse perspectives on the benefits and challenges of implementing BCT in their opera Findings The results indicate mixed perceptions regarding blockchain adoption. While there are positive views on BCT’s potential to enhance customer experience and service quality, there are significant concerns about its impact on trust and security. A consensus exists between customer and provider perspectives on BCT’s trustworthiness, but significant differences were observed in views on privacy and security enhancement. Originality/value This research contributes to the existing literature by providing insights into the service providers’ and customers’ perspectives on BCT within the travel and hospitality industry. It underscores the complexities of adopting new technologies and calls for more in-depth studies to address the identified concerns, thereby offering a novel viewpoint on the adoption of distributed ledger technologies in enhancing customer experience and service delivery.

Ethical leadership and pro-social behavior in the hospitality industry: Does social norms matter?

Ethical leadership (EL) plays a pivotal role in shaping organizational culture and influencing employees' behaviors, especially in service-oriented sectors like hospitality, where interpersonal interactions are fundamental. This study investigates the mediating role of social norms (SN) in the relationship between EL and pro-social behavior (PSB) within Saudi Arabian hospitality enterprises. This research posits that SN serve as a critical conduit through which EL affects PSB among employees. A quantitative approach using self-administered questionnaire, gathering data from Saudi Arabian hotel employees to measure perceptions of EL, SN, and PSB. Structural equation modeling using Smart-PLS was used to analyze the data and test the proposed mediation model. The findings indicate that EL significantly enhances PSB and SN. Furthermore, SN partially mediate the relationship between EL and PSB. These results underscore the importance of fostering a culture of EL to promote PSBs in the hospitality industry, thereby enhancing overall service quality and employee satisfaction. Several theoretical and practical implications have been discussed for hospitality managers and researchers.

Task-Based Language Teaching in Hospitality Training

This study aims to measure the effectiveness of implementing Task-Based Language Teaching (TBLT) in improving the English language skills of Palembang Hospitality Job Training Institute (LPK) students who will intern at hotels. This research mainly focuses on the speaking and listening skills needed in direct interaction with foreign guests in the hotel environment. This study uses a descriptive qualitative method, with data collected through pre-tests and post-tests on 10 students. The results showed that the average pre-test score of students was 62.8, while the average post-test score increased to 86.1, with an average increase of 23.3 points. This increase shows that implementing TBLT effectively improves students' English proficiency, especially in the context of practical communication relevant to the hospitality industry. Students also reported increased confidence in using English after training due to a task-based learning approach that allowed them to practice in real-life situations. Although the results were positive, the study had some limitations, such as a limited sample size and a short duration of training. This study has implications that TBLT can be implemented more widely in other LPKs that focus on the hospitality sector, and it is recommended that follow-up research with a larger sample and longer training time be conducted to obtain more comprehensive results.

Ethical Leadership and Organizational Citizenship Behavior in the Hospitality Industry in Bahrain: The Mediating Role of Machiavellianism

The study was conducted to determine the following: a) the level of Machiavellianism, ethical leadership, and organizational citizenship behavior (OCB) of employees in the hospitality industry; b) the significant relationship between ethical leadership and OCB, ethical leadership and Machiavellianism, and Machiavellianism and OCB; c) the mediating role of Machiavellianism in the relationship between ethical leadership and OCB. The study conducted a survey questionnaire to 27 respondents from managers and employees in the hospitality industry in the Kingdom of Bahrain. The study’s findings revealed that managers and employees have shown neutral level of Machiavellianism, with a mean of 4.04; above average ethical leadership with a mean of 3.51; and very high organizational citizenship with a mean of 3.54. Furthermore, there is a very strong positive significant relationship (Spearman rho values) between ethical leadership and organizational citizenship behavior. there is no significant relationship between ethical leadership and Machiavellianism, and that there is a weak positive relationship, but it is not significant between organizational citizenship behavior and Machiavellianism. According to the findings, very high ethical leadership in hotel employees influence their organizational citizenship behavior though Machiavellianism does not serve as a mediator in this relationship, the hospitality industry in Bahrain has much benefit to be derived from these attributes of its employees.

A Study on Guesthouse Interior Space Planning Method Based on BIM Topological Relationships

Building Information Modeling (BIM) technology has revolutionized the architectural and construction industries by providing detailed digital representations of buildings, enhancing design efficiency and project management. Despite its widespread application, the utilization of BIM in optimizing interior space planning, particularly in boutique accommodations like guesthouses, remains underexplored. This research addresses the gap by introducing a novel method for interior environment space planning of guesthouses based on the topological relationships derived from BIM data. This study developed a new algorithm that utilizes detailed topology information from BIM in order to make space planning decisions more efficiently, thereby improving space utilization efficiency and guest experience. Through a comprehensive analysis of BIM topological relationships and the application of advanced optimization techniques, our method aims to optimize the use of space while considering the unique constraints and requirements of guesthouse environments. The proposed algorithm demonstrates significant improvements in spatial efficiency and design quality when tested against traditional planning methods on real-world BIM datasets. This research not only contributes a novel approach to the field of architectural design and planning but also offers practical implications for the enhancement of interior spaces in guesthouses, potentially influencing future applications of BIM technology in the hospitality industry.

Revisiting happiness at work within the hospitality sector: revealing the power of ethical leadership and group diversity

PurposeIndividual happiness at the workplace allows hospitality organizations to foster an optimistic work environment and endorse the well-being of their employees, which is essential for achieving long-term success. While ethical leadership has been verified as an interpreter of happiness, however, enhancing employee happiness at work remains a gap. The current study seeks to fill this gap by utilizing a multilevel model of the direct and indirect relationship between ethical leadership and happiness at work and also the mediation of group diversity in this relationship.Design/methodology/approachThe study involved a cross-sectional study with a quantitative methodology. The authors collected data from 36 Jordanian hospitality teams. A total number of 960 participants were selected using the convenience sampling method. The model of the study was validated by multilevel structural equation modeling, and the hypothesized relationships were tested using SPSS 26.FindingsResults showed that ethical leadership directly promoted happiness and indirectly through group diversity. Moreover, group diversity was found to mediate this relationship.Practical implicationsFindings propose that leaders within hospitality organizations can attain happiness at work by showing more ethical leadership. Practitioners within the hospitality industry likewise ought to recognize that promoting altruistic attitudes among followers is capable of guiding ethical leadership into happiness at work. Moreover, building a developmental culture is crucial for hospitality teams to reinforce the impact of ethical leadership on happiness at work.Originality/valueThe current study magnifies the leadership-happiness research by unlocking both the direct as well as indirect links, the mediation effect, between ethical leadership and happiness at work.

Skill Sets for the Hospitality Sectors: A Review

This article reviews the key skills required in the hotel industry, analyzing the importance of soft skills, technical skills, management, and leadership abilities. It also discusses the critical nature of cross-cultural competencies and language skills against the backdrop of globalization. The article emphasizes the foundational role of soft skills such as service attitude, communication, teamwork, and customer service. It points out the crucial role of technical skills like foreign language proficiency, information technology, and professional knowledge in enhancing service efficiency and market competitiveness. Management and leadership abilities, including organization, time management, and decision-making, are vital for the operational efficiency of hotels. Furthermore, the ability to engage in cross-cultural communication is essential for improving international competitiveness and customer experience. In the future, the demand for skills in the hospitality industry will be more diverse, and digital technology, multilingual competence and cross-cultural communication, the spirit of innovation and new training methods will bring greater challenges to practitioners in the hospitality industry.

Research on Recruitment Management Innovation of Chinese Budget Hotel Chain Enterprises under the Big Data Environment

Abstract: This study delves into the transformative impacts of big data on recruitment management within China's economy hotel chains, emphasizing the urgency and relevance of this research theme in light of the swift digitization witnessed in the hospitality sector. By scrutinizing the current scenario of China's economy hotel industry, the paper underscores the infusion of big data to enhance recruitment processes, thereby addressing prevalent challenges such as inefficiencies and skill mismatches. A thorough analysis reveals that the prevailing recruitment framework within economy hotel chains fails to adequately align with evolving market dynamics and technological progressions. Consequently, innovative strategies leveraging big data analytics and artificial intelligence are proposed to refine recruitment practices, aiming for heightened precision in talent acquisition and process optimization. The research concludes by highlighting the substantial business value and societal ramifications associated with the adoption of big data in recruitment, emphasizing enhancements in operational efficiency, competitive positioning, and contributions to the broader economic landscape of China's hospitality industry.

Service Encounter Front Office Di Yogyakarta Marriott Hotel

Service encounter implemented at Yogyakarta Marriott Hotel, one of the leading five-star hotels in Yogyakarta, Indonesia. Aspects such as interaction with the receptionist, room service, food and beverage service, and complaint handling were analyzed to identify their contribution to building a satisfying guest experience. The hotel utilizes modern technology and implements high service standards to improve efficiency and personalization of service. The findings indicate that the implementation of effective service encounters at Yogyakarta Marriott Hotel plays a significant role in enhancing guest satisfaction and customer loyalty. Well-trained staff, spontaneous actions, and responsive problem-solving skills contribute to creating a memorable stay experience. Efficient check-in and check-out processes, 24/7 room service, and informative concierge services are integral parts of the service encounter offered by this hotel. In addition, personalization of service and small gestures such as surprises for special moments build positive relationships with guests. The study concluded that the implementation of superior service encounters provides significant added value, strengthening the image of Yogyakarta Marriott Hotel as a premier hospitality destination in Yogyakarta. The hotel successfully meets guest expectations by providing a high-quality service experience, which differentiates it from competitors in the hospitality industry.

Socio-Emotional Disposition’s Mediation in Technical Skills and Graduate Employability in Tourism and Hospitality Industry—South-Western Uganda

Despite possessing technical skills, many hospitality graduates in Southwestern Uganda struggle to secure employment. This suggests a possible deficiency in their socio-emotional abilities. The study investigated the mediating effect of socio-emotional disposition in the relationship between technical skills and graduate employability. The research design employed in this study was the cross-sectional quantitative research method with a population of 640 graduates and a sample size of 400 was established for hospitality graduates based on Krejcie, & Morgan’s (1970) table and formula. The data was collected employing questionnaires and the data analysis was done by SPSS V. 23 and Smart PLS V 4. The results revealed that the technical skills and socio-emotional disposition of graduates have significant direct effects on the graduates’ employability, with path coefficients of (β = 0.348, p < 0.001) for technical skills and (β = 0.716, p< 0.001) for socio-emotional disposition. Sensitively, socio-emotional disposition was also reported to mediate the link between technical skill and employability (β = 0.438, p<0.001). Thus, socio-emotional disposition increases the level of readiness for employment. The study indicates technical competencies are mandatory prerequisites to getting a job in the hospitality industry; socio-emotional competencies enhance these results. The study recommended that carrying out tracer studies and skills audits, mentorship schemes, certification of future graduates, creating a strong linkage between higher educational institutions (HEIs) and the hospitality sector, and authorities should take into account the programs that encourage socio-emotional enhancement appropriate to the needs of the sector

Transferable skills in tourism and hospitality

A multi-stage, multi-method approach using participatory research methodology that considers the perspectives of tourism and hospitality professionals, and academic experts is used to develop an integrated model of transferable skills gained by working in the industry. Grounded in career construction theory, this study is anticipated to provide a comprehensive understanding of essential skills in the tourism and hospitality industry. It also aims to reshape the image of working in the industry into a more positive one, emphasizing the opportunities of the sector not only as a career but also as a steppingstone to learn transferable skills needed in different sectors, and ultimately contribute to the long-term and sustainable development of the tourism and hospitality sector.