The concept of sustainability is based on the premise that the inhabitants of a destination should be involved in the way that destination is managed and promoted. At the same time, the literature of place branding emphasizes the important role of local stakeholders in the creation of a true and reliable place brand. In fact, the process of developing a destination brand begins with the aim of shaping the identity of a destination; what the destination stands for. The sustainable dimensions of the destination branding process are explored, while focus groups and structured questionnaires are used to evaluate the usefulness of projection techniques in the process of building a brand identity. It seems that the use of the personification technique could work as an effective destination positioning exercise and as an alternative proposal to the outdated clichés used in tourism promotion.

COVID-19 pandemic has brought many changes to the way that the tourist sector operates. Almost all of the tourist businesses are affected by the impact of the measures which were taken in order to deal with the effects of COVID-19. As a result there is high uncertainty on the internal and external environment that the management of tourist businesses would have to take into consideration. Indeed, the change context (internal and external environment) is unstable and this creates uncertainty. For this reason, this publication aims to develop a research framework which links the change context with the level of resilience of hotels during the COVID-19 crisis as well as the impact that this has on the performance. For this reason the paper recommends the use of Melián-Alzola et al (2020)’s research framework which is going to be enriched with the measure taken for COVID-19, which is its key contribution on the academia and the practitioners.

The purpose of this chapter is to examine the relationship between ethics and organizational management but also to indicate some contemporary issues which concern ethical change management in the post Covid-19 era such as the great resignation and Gen Z in the workplace. Overall, it aims to investigate the current issues in relation with ethics in change management. Overall, it seems that ethics have a strong relationship with the commitment and engagement of a change and hence with the potential success of change management. The research has identified two current issues where future research may focus. The first one is ethical leadership and whether it can have a positive impact on the implementation of a change management program. The second one refers to the Gen Z, which seems to have a strong ethical background.

The purpose of this research is to examine the relationship between the motivation to accomplish set goals and its effect on the integration and the success of change on four and five star hotels in Greece. The research aims to answer on two research hypotheses. These are the following: a) Η1 Hypothesis: Motivation to accomplish set goals is a significant positive predictor of Integration of change and b) Η2 Hypothesis: Motivation to accomplish set goals is a significant positive predictor of Success of change. For this reason, a quantitative research was conducted. The sample of this research consisted of 513 employees who work in Greek four and five star hotels. The results of the research indicated that the hotel employees feel that they are moderate motivated to accomplish the set goals of an organizational change which occurs in a hotel company. Furthermore, the current research indicated that motivation is an important element for the potential integration and success of changes in the hospitality sector. Hence, both hypotheses were confirmed