Generative AI (Gen AI) has been rapidly changing the tourism industry, not only globally but also in Vietnam, and especially in the context of Gen Z travelers changing the future of the tourism industry as they are digital natives and are already using Generative AI (Gen AI) for travel purposes. In addition, …

The wedding industry in Vietnam is undergoing significant changes due to globalization, social media, and international wedding trends. Meanwhile, traditional cultural values ​​and family expectations continue to play a crucial role in the decision-making process of young couples. This study aims to …

Shared Service Centers (SSCs) and Global Business Services (GBS) organizations are evolving from transactional, cost-focused units into strategic partners that deliver value through digitalization, analytics, regulatory compliance, and business partnering. Within this context, Purchase-to-Pay (P2P) has …

This paper examines the complex relationship between tattooing and tourism, questioning whether the global spread of indigenous tattoo practices represents cultural appreciation or appropriation. Focusing on Polynesian traditions, particularly Māori tāmoko and Samoan tatau, the study explore show these …

This research justification discusses how YourSurprise, a personalised gift company, can improve its paid social media performance by implementing more efficient messaging and content formats. The business has historically concentrated on campaigns that increase conversions, but it is currently moving …

This rеport prеsеnts а strаtеgic mаrkеting аnd contеnt communicаtion аpproаch for Mаxxton B.V.-а lеаding SааS providеr in thе Еuropеаn hospitаlity sеctor-аs thе compаny еxpаnds into thе Frеnch mаrkеt. Thе rеport еxplorеs how Mаxxton cаn incrеаsе brаnd visibility аnd еffеctivеly position itsеlf аs thе …

This research report presents the development of a 5- to 7-day incentive program in Bulgaria for World Synergy Travel (WST), a leading tour operator and a provider of leisure travel programs in the country. It also underscores the growing interest in incentive travel and the potential for Bulgaria, an …

The continued use of plastic-based sachets presents both risks and opportunities for DEMAX AD. On the one hand, increasing regulatory scrutiny could result in financial penalties and reputational damage if the company fails to adapt. On the other hand, embracing sustainable alternatives could unlock …

Our planet’s weather patterns are changing, plastic pollution is increasing, economic volatility and social inequality are rising globally, and supply chains are becoming more unstable due to the overuse of vital resources. With its global reach and influence, the hospitality industry has the potential …

This research explores how integrating gamification with AI-powered menu systems can influence consumer behavior toward more sustainable food choices in urban restaurants. Through a mixed-method experiment using two website prototypes, findings reveal that personalized AI suggestions and sustainability …