Introduction: The Shift in Contemporary Service Marketing Management in Tourism and Hospitality

Hospitality and tourism comprise the second largest industry in the world and support job growth and economic prosperity, accounting for 1 in 11 jobs worldwide and delivering 1 in 4 of all new jobs created in 2022, that is, 21.6 million new jobs which represents an 22% increase on a year-to-year basis. It is projected to create more than 130 million additional jobs over the next 10 years, and the industry itself will continue growing, thus supporting national economies to mitigate the repercussions emerging from challenging geopolitical factors (WTTC, 2023).