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The main purpose of this article is to understand the motivations for Bhutanese students to study hospitality and tourism courses. The second objective is to analyse what countries are the preferred destinations for study abroad and visitation for students. This includes focussing on new course topic areas such as sustainability for business in hospitality and tourism courses.

A quantitative methodology approach was undertaken with two surveys administered to the first and second student intakes into the Bhutan Middle Management Hotel Program. Motivational and reasoned action theory form the basis of the theoretical framework to understand behavioural intentions regarding educational choices in hospitality and tourism courses.

The results of the surveys indicate that the main motivations to study hospitality and tourism are for attraction, career opportunities, status, broader benefits and aptitude. In addition, it was found that students studying hospitality and tourism in Bhutan are likely to stay in the sector for a long period of time thereby contributing to the economic and social development of Bhutan. Moreover, it was found that the United Nations Sustainable Development goals are increasingly being integrated into the tourism and hospitality sector, which is influencing students to study these topic areas.

The results of this study will help government and hospitality providers support educational training programs by focussing on new education topic areas. This study is limited to Bhutan.

The results of this study will help government and hospitality providers support educational training programs by focussing on new education topic areas such as sustainability for business management. This will enable hospitality and tourism providers in Bhutan to update their curriculum and to focus on emerging industry needs.

This is amongst the first studies on Bhutanese students motivations for studying hospitality and tourism. It will provide practical and policy advise about how to train workers in order to become less reliant on foreign training providers and the importance of integrating sustainability topics in course design.

Prior to the COVID-19 pandemic, African students studying tourism and hospitality internationally had diverse experiences in their professional endeavours. This study seeks to examine the effects of the COVID-19 pandemic on the career progression and perspectives of African undergraduate students specialising in higher education in the fields of tourism and hospitality.

The study utilised qualitative content analysis, which involves subjectively interpreting text data by systematically categorising and coding it to identify themes or patterns.

The findings deviate from how the COVID-19 pandemic has affected the career advancement of African international students studying tourism and hospitality in North Cyprus. Consequently, most developing nations face an increased need for security measures. Tourists will pay higher prices to visit highly secure areas rather than risking their lives. This is one of the reasons why many students from developing nations choose to pursue their careers in developed countries.

It is imperative for the governments of developing nations to make substantial financial contributions to the development of their respective tourism sectors. Augmented investment has the potential to allure international tourists, thereby generating employment prospects for the host economies. The lack of investment forces young individuals to pursue their education overseas. Furthermore, it is imperative for developing nations to enhance their security infrastructure.

Our findings suggest that policymakers should establish a diverse management team that includes student employees to develop suitable strategies for industry management. Insufficient student inclusivity can result in a lack of dedication, whereas involving them in management strategies can contribute to the industry’s prosperity.

The findings obtained from this research can stimulate the formulation of strategies within the tourism industry to tackle the intersection of career obstacles.

This paper aims to examine the antecedents of green entrepreneurship intention (GEI) amongst tourism and hospitality higher education students and further explores the effect of green entrepreneurship intention on sustainable development (SD). It also investigates the mediating role of GEI in the relationship between the antecedents of GEI and SD in students' future tasks in tourism and hospitality.

Partial least squares structural equation modeling was used to analyze data collected via an online questionnaire from 970 tourism and hospitality universities' students in Egypt, either undergraduate or postgraduate.

The results show that green entrepreneurship intention is positively affected by attitude, subjective norms, environmental education, risk aversion, self-efficacy and environmental values. The results also revealed that green entrepreneurship intention is a significant driver for sustainable development. Moreover, the findings revealed that GEI mediates the link between the antecedents of GEI and SD.

The results offer highly persuasive insights that may be used to promote GEI and SD among tourism and hospitality students. The effectiveness of GEI in achieving SD will motivate government and educational institutions to develop GEI for university students. This study will assist policymakers in developing a novel strategy, providing a contribution to the green behavior literature in an emerging context.

The field of the green entrepreneur is uncharted and still in its infancy. As a result, further research is needed in the literature to better understand green entrepreneurship intention. Enhancing tourism and hospitality students' green entrepreneurial intentions will help the economy expand sustainably in the future because they are the entrepreneurs of tomorrow. The findings hold important implications for both the research community and tourism education and business management.

This theme issue sought to find answers to the question: What should be the role of tourism education social structures to create and support collaborative learning environments and the tourism sector?

A thematic analysis of the articles in this collection draws together the key outcomes related to the strategic question, with particular reference to the contribution to knowledge, important to generate ideas and conceptual researches that will support institutions teaching tourism and hospitality. Archive research results and recommendations to encourage the collaboration of different stakeholders involved in sustainable tourism development. Most importantly to raise awareness of the question of what educators are doing in tourism education for social, organizational structures in learning environments and the actual tourism sector.

Two key players, the educator and sector has been challenged to consider their roles in education as well as depicting the role of social and organizational structures that support the students, institutions and the tourism sector. The main findings have proven the important role education plays for a truly sustainable tourism model, suggesting that it is not possible to create awareness of the sustainable development goals without incorporating them in the tourism education system with the support of information computer technology.

This paper reflects on the strategic question discussed in this theme issue, and it contains valid reviews, research studies by practitioners who are experienced in the field of tourism education with an opportunity to research, reflect and develop new possibilities in learning, mitigate negative points and increase positive tourism education roles for sustainable tourism development, in the destination and industry.

The purpose of this study was to explore the influence of entrepreneurial attitudes, motivation and orientation on the entrepreneurial competitive advantage of innovative entrepreneurs in the tourism and hospitality industry, including those involved with bed and breakfasts, travel agencies and restaurants.

First, the sample for this study was selected through news media reporting on well-known new entrepreneurs, from lists of those entrepreneurs who have won innovation entrepreneurship loan subsidies from the government and from lists of those who have won innovation awards. Second, a pretest was used to confirm the feasibility of the questionnaire. The pretest survey was distributed to a total of 150 tourism and hospitality entrepreneurs. A total of 8 dimensions/facets and 36 items were confirmed. Finally, data collection took place for 9 months. A total of 1,150 questionnaires were distributed, and 606 questionnaires were recovered.

This study proposes a new multi-integration model of moderation-mediation analysis. The innovative business model explores the relationship between entrepreneurial factors and competitive advantage. Based on a survey of 606 staff members and managers of tourism and hospitality firms, entrepreneurs in the tourism and hospitality industry with entrepreneurial attitudes and motives had opportunities to increase their entrepreneurial orientation.

In the process of innovative entrepreneurship, whether through organizational learning or other enterprise cooperation, it is necessary to pay more attention and propose different environmental management strategies. In addition, this study also found that marketing uncertainty moderates between entrepreneurial attitudes and entrepreneurial motives. Entrepreneurial motives are more conservative than other motives, and there is increased confidence in investing in innovative entrepreneurship in stable environments.

This study indicates that innovative entrepreneurial tourism and hospitality firms have a mediating or moderating effect on the relationship between entrepreneurial attitudes and positional advantage. If used properly, these resources can help the new entrants in the tourism and hospitality sector avoid the limitations of environmental change, firm size or insufficient information and improve their competitive advantage.

A proliferation of articles surrounding the COVID-19 pandemic is calling for new insights through review. This paper aims to bibliometrically analyze the current progress of research around hospitality and tourism to define the research directions on herd immunity and the prevention of disease under the “new normal.”

This paper analyzed 326 articles regarding COVID-19 published in SSCI hospitality, leisure and tourism journals in 2020 and 2021 by combining manual analysis and bibliometrics to reveal research topics and to gain insight into research structures.

The results of this paper summarized topics related to stakeholders’ mentality and behavior, responses of travel suppliers to the COVID-19 pandemic, economic impact and demand forecasting, social issues of human rights and racism and reflection on tourism and transformation of the industry. More research is called for in the future to focus on a better response to the crisis, including crisis management education and training and the improving the resilience of small- and medium-sized enterprises.

A three-dimensional consideration was proposed to promote the sustainable development of hospitality and tourism.

In the “new normal” phase of herd immunity and disease prevention, to the best of the authors’ knowledge, this is the first paper that provides an up-to-date systematic overview of the evolution of COVID-19 research in tourism and hospitality and encourages more conceptual, practical and futuristic studies.

This study aims to examine the influence of neoliberalism and managerialism on the recruitment of tourism academics in the UK. The study analyses how sustainable the recruitment and retention of talents are in the tourism industry. Importantly, this study provides particular focus on sustainable tourism roles, as well as the impacts of COVID-19.

Qualitative content analysis focuses on academic jobs in tourism advertised on Jobs.ac.uk between June 2020 and July 2021.

Study findings reveal how, in the case of the UK, current educational ideologies, including neoliberalism and managerialism, significantly influence curriculum and recruitment. Such an approach facilitates the hidden curriculum of undisciplined tourism programmes and significantly constrains the prominence of sustainability principles. The development of curriculum, student life course and recruitment of academics are influenced by several variables (personal, environmental, behavioural), which must be identified to enable decision-makers to engage in efficient planning.

This study provides a unique focus on the recruitment of tourism academics encompassing crucial factors like sustainable tourism and COVID-19. The proposed framework creates the foundation for the investigation and discussion of academics’ recruitment in different contexts. This study also offers several new avenues for future research.

Education for Sustainable Development (ESD) is a method intended to create awareness, knowledge, competence and attitude amongst stakeholders towards Sustainable Development Goals (SDGs) through higher education curricula. This bibliometric analysis, coupled with a systematic review, presents a comprehensive and objective assessment of the evolution of Sustainability in Hospitality Education (SHE) literature.

This study integrated two review techniques: a systematic review and bibliometric analysis of peer-reviewed scientific articles published in journals indexed in Scopus. This study discloses the research landscape and thematic evaluation of the structure of existing literature on SHE.

The results show that SHE is an emerging field comprised of five main themes. The themes that emerged were SHE and perspectives, sustainability and curriculum, implications of sustainability education (SE), sustainability and learning and sustainability, students' perception and literacy.The authors' study findings also revealed that SHE is imbalanced and scarce in developing countries.

This systematic review, integrated with a bibliometric analysis, indicates that SHE is an emerging field. The findings offer a broadened perspective on scholarly research on the concept, current trends and future research direction.

To the best of the authors' knowledge, this study is the first study that attempts to uncover various research themes of SHE literature. The authors' work also acts as an entry point for critical conceptual ideas and empirical discoveries of SHE research. The study findings are helpful for future researchers in the SHE domain.

Following the remarkable debut of ChatGPT and its rapid adoption by a global audience since its launch in November 2022, this study delves into educators' perceptions of ChatGPT within the specialized domains of tourism and hospitality education. While acknowledging ChatGPT’s swift rise and advanced capabilities, this research aims to comprehensively explore educators' perspectives, advantages and concerns regarding its integration into academic settings.

A qualitative approach was utilized to reveal dominant themes from in-depth, semi-structured face-to-face interviews with twenty lecturers in tourism faculties in North Cyprus. Collected responses from respondents were subjected to analysis using Leximancer software.

Our analysis unearthed seven significant themes encapsulating educators' perceptions of ChatGPT: 1 – “reliability and accuracy concerns”; 2 – “dependency”; 3 – “student engagement”; 4 – “ethical considerations”; 5 – “time efficiency and productivity”; 6 – “teacher-student interaction” and 7 – “learning flexibility”. Noteworthy positive perceptions emerged regarding “student engagement,” “time efficiency and productivity,” and “learning flexibility.”

This study contributes to the originality of research by addressing the underexplored aspect of educators' perceptions of ChatGPT within the domains of tourism and hospitality education, shedding light on its potential implications, advantages and drawbacks in a specialized educational context. Furthermore, it aims to offer insights into educators' recommendations for the effective incorporation of ChatGPT technologies into this specific educational setting, filling a crucial gap in understanding the integration of artificial intelligence (AI) in specialized fields of study.

An extant literature review of hospitality manpower performance reveals the scarcity of green skills among young graduates of hospitality management in the Asian context. Studies signal the discrepancy between knowledge imbibed and skills acquired. The current study is a call to action to identify the barriers to green training at the academic level.

The paper is based on a qualitative investigation by senior academics from Asian countries. Thematic analysis is the primary method deployed.

Four major themes emerged from the analytical exercise. They include lack of resources, policies and regulations, an overburdened curriculum and awareness. Interestingly, the themes are in tandem with the Tourism Education Futures Institute (TEFI) value framework for nurturing sustainability practices in the hospitality industry through systematic programming of hotel management education.

In order to meet the United Nations Sustainable Development Goal 2030 (Goal 4) of ensuring lifelong strategic education to foster sustainability, the green skill–knowledge gap must be bridged at the academic level. The current paper sheds light on how the synergy between industry and academia can address this knowledge–skill gap and develop sustainable capacities in the long run.

This study used a qualitative dataset, and the findings contribute to the sustainability literature. Further studies can be undertaken using big data in varied settings.