Drawing on the work of internationally renowned scholars and experts, this volume provides a provocative, stimulating and challenging exploration of the future of tourism in the context of growing global mobility, environmental challenges, and social shifts.

A fully updated new edition of this bestselling text that explains not only the theory behind the importance of customer service but also acts as a guidebook for those wishing to put this theory into practice. With 10 new international cases focusing on how some in the hospitality sector have adapted – and thrived - during the COVID-19 pandemic.

The fourth edition of this book – like those before - is easy to read, very current, and full of references to all the latest research. It contains brand new material on issues surrounding sustainability and AI in the context of customer services.