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Wellness lifestyle trends have entered our everyday thoughts, especially since the Covid 19 pandemic. This paper explores how the slow food concept has a vital role in making tourist trips more fun and healthier at the same time. It shows how to develop a slow food destination image. A qualitative approach using in-depth interviews was employed, and Chiang Mai, Thailand was selected as the study area. A total of 29 tourists were interviewed. Content analysis was used to analyze data. The findings revealed three components for developing a slow food destination image: (a) functional attributes, referring to five aspects: environment, authentic food, slow food community, local facilitators, and service quality; (b) psychological attributes, comprising slow food logo and signs, and value perception; and (c) unique attributes, seeking uniqueness and creating events/festivals related to the slow food concept, especially the concept of a good, clean, and fair event. [ABSTRACT FROM AUTHOR]

Human resources management (HRM) practices are hotel management tools that contribute to organizational success. The purpose of this study was to evaluate how soft HRM practices in the Thai hotel industry affect job satisfaction and job retention. This study focuses on soft HRM practices, which draws on theories of commitment and motivation. Soft HRM refers to human relations between staff and the hotel organization. A quantitative approach was employed using multiple regression technique with a stepwise method for data analysis. It was found that employee satisfaction is not fostered by increasing remuneration, but is more related to the quality of working life, good leadership style, regular training, employment security, the hotel's brand image, and employees' personal traits, a most important aspect. The findings from this study provide a comprehensive framework for both academic and managerial responses to resolve the labor and skill shortage crises. Equally important is the extrinsic and intrinsic motivation and personal attitude theory that underpins employee job satisfaction in this study. [ABSTRACT FROM AUTHOR]

Purpose – The aim of this paper is to develop a conceptual framework for nation branding based on the concepts of co-branding and perceived fit, and to apply these concepts to discuss the type of nation brand that China may develop and how this brand relates to individual destinations through brand architecture. Design/methodology/approach – Branding is a deliberate process applied to the shaping of a nation's image and reputation on the global stage, in the heightened global competition for ascendancy. The paper reviews selected literature of national identity and nation branding to identify models, techniques and prior research that informs nation branding. This paper examines national branding and nation building from the perspective of international tourism promotion and development. Findings – The formation of the Chinese national identity is the result of a complicated historical progression, as well as current national aspirations, and the process of globalization and the introduction of the market system. Branding the nation in the globalised world is a strategy or tool in the competition for attention and wealth, as well as a tool of self-affirmation. Nation brands are more complex to develop and less tangible than corporate brands. Originality/value – The paper identifies that value of examining nation branding as a form of co-branding, with the related concepts of perceived fit, brand architecture as well as existing techniques. [ABSTRACT FROM AUTHOR]