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Talent management is conducted to maximize an organization's overall performance and efficiency which helps to serve as a competitive advantage. Human resource management is a concept which includes human-related activities, but talent management is a strategy which helps to get new talent, develop their skill sets and provide better employee engagement and experience to retain the top potential employees in an organization. Improvement in recruiting and retention of a workforce results from a well-executed talent acquisition approach. In the 21st century, employee retention has become a primary concern for the organizations specially with work from home and hybrid models.

The workforce for tomorrow is going to be very different from what it has been. Technology is transforming the way people work within organizations. The workplace is rapidly evolving in terms of people and processes and is going through a lot of technological changes. The terminologies such as automation, artificial intelligence, augmented reality and block chain technologies are slowly becoming part of the workplace and everyday activities of the organization.

The challenges are many and especially post-pandemic organizations are going through some major changes such as a mindset shift of employees to take up more remote working opportunities, building virtual teams, increase in the gig economy workers (contractual workers) and a diverse workforce which makes it even more challenging for the organization to manage and retain talent.

Complexity and interconnections of the wicked problems constantly challenge policy-makers and public authorities. The tourism system, with its diverse nature and entangled connections among the stakeholders, provides a favourable ground for the emergence of numerous wicked issues. The Bulgarian tourism policy ecosystem has a well-developed legislative basis, envisaging most of the possible problems among the actors. Still, the decision-makers, service delivery managers, technical experts and social researchers need close coordination and a systematic approach to reach a coherent and acceptable solution. The current chapter reveals the gaps in the work of the tourism policy institutions in Bulgaria, caused mainly by the lack of coordination and limited communication among them.

Patriotism is often described as the “love of country” that individuals display in the acclamation of their national community. Despite the prominence of this sentiment in various societies around the world, organizational research on patriotism is largely absent. This omission is surprising because entrepreneurs, human resource (HR) divisions, and firms frequently embrace both patriotism and patriotic organizational practices. These procedures include (among other interventions) national symbol embracing, HR practices targeted toward military members and first responders, the adulation of patriots and celebration of patriotic events, and patriotic-oriented corporate social responsibility (CSR). Here, the authors argue that research on HR management and organization studies will likely be further enhanced with a deeper understanding of the national obligation that can spur employee productivity and loyalty. In an attempt to jumpstart the collective understanding of this phenomenon, the authors explore the antecedents of patriotic organizational practices, namely, the effects of founder orientation, employee dispersion, and firm strategy. It is suggested that HR practices such as these lead to a patriotic organizational image, which in turn impacts investor, customer, and employee responses. Notably, the effect of a patriotic organizational image on firm-related outcomes is largely contingent on how it fits with the patriotic views of other stakeholders, such as investors, customers, and employees. After outlining this model, the authors then present a thought experiment of how this model may appear in action. The authors then discuss ways the field can move forward in studying patriotism in HR management and organizational contexts by outlining several future directions that span multiple levels (i.e., micro and macro). Taken together, in this chapter, the authors introduce a conversation of something quite prevalent and largely unheeded – the patriotic organization.

With the continued rise of digital marketing, the opportunity for the hospitality industry to re-imagine and re-design processes and systems to create a seamless customer journey has never been bigger.

In this chapter, the authors look at how customer experience drives innovation and how our changing values, precipitated by social, economic and behavioural flux, mean that hospitality and tourism brands are creating new systems and processes.

The COVID-19 pandemic saw an influx of technology solutions that offered the service industry a multitude of platforms to capture the public's attention to drive both profit and guest experience. The authors have found that the pandemic accelerated trends, and customers have now become increasingly accustomed to instantaneous service. This chapter explores how technology has been leveraged to meet this behaviour and the guest expectations associated with it.

The authors have interviewed four hospitality leaders from various sectors of the hospitality industry to help identify and analyse customer and employee trends. These leaders included: Florence Alloing – Group General Manager at Georgian House in London; David Gardner – Managing Partner at 80 Days; Rob Flinter – General Manager of Park Plaza Waterloo in London and Andrea Shaw – Director at FM Recruitment. Each interviewee was presented with a questionnaire to explore their experiences regarding customer experience, guest expectations, technological advancement, recruitment and organisational values. The authors used a thematic method to identify trends and have presented these findings to support the article. All quotes from these interviews will be referenced (Donald & Donald, 2023).

Tourism and hospitality employment have long faced widely recognised challenges with regard to employment, its workforce and the workplace environment, issues that have been addressed by generations of policymakers and practitioners without evident success or solution. These wicked problems are frequently characterised by inherent paradoxes and, therefore, accepting the tenets of paradox theory provides the basis for recognising the need to accept contradictions as a reality which a search for solutions will not resolve. This chapter presents six examples of wicked problems in tourism and hospitality employment, which are underpinned by paradoxes as proxies for the much wider range of intractable problems that beset policy-making and practice in this vital area of tourism and hospitality. The chapter concludes by suggesting ways in which wicked problems can be accommodated, and stakeholders can learn to understand and live with paradoxes.

This chapter examines the ICC Advertising and Marketing Communications Code of 2018. The primary themes of this Code are advertising and marketing communications. This is a lengthy Code – in addition to an Introduction, it has been developed over four chapters and two annexes. The ‘technologically enhanced’ marketing communications seem to have prompted the International Chamber of Commerce to draft this Code of Conduct.

This Code emphasised the self-regulatory Codes of Conduct in the hope that self-regulatory codes of conduct should convince customers of their social responsibility. This Code also believes that high sense of social responsibility will achieve the principal purpose of it. This Code should be more useful if the member States take it seriously and implement its provisions in their own interests.

Nowadays, product and service design play a crucial role in people’s daily life and marketing settings; however, both of the product and service design process have always been affected by various factors, including the growth of technology, economic tensions and endemic and pandemic health challenges. Undoubtedly, the importance of service and product design is increasing in the near future, and these changes are also associated with customers' experience. In this regard, some factors have a prominent place such as customer preferences, marketing improvement, technology push-marketing pull and different aspects of sustainability. Since the development of product–service systems (PSSs) should be based on the requirements and needs of users on the one hand, and environmental and technological considerations on the other hand, the role of product and service designers in the context of presenting creative and innovative ideas is important. The mentioned features are known as the main pillars of industrial design. Industrial design as an integrated science of art and technology concerns customers' experience, user experience (UX) design, innovative design, customer-oriented service development and so on. Industrial design make value not only for customers but also for producers. Besides, some new designscape may develop by industrial design considerations. In this chapter, authors explain the industrial design scope towards customer experience orientation in service design, enhance the experiencescape, design thinking (DT), PSS approaches and sustainability.