This chapter elaborates on augmented reality marketing (ARM) as a digital marketing campaign and a strategic trend in tourism and hospitality. The computer assisted augmenting of perception by means of additional interactive information levels in real time is known as augmented reality. Augmented reality marketing is a constructed worldview on a device with blend of reality and added or augmented themes interacting with five sense organs and experiences. The systems and approaches of marketing are integrating with technological applications in almost all sectors of economies and in all phases of a business's value delivery network. Trends in service sector marketing provide opportunities in generating technology led tourism marketing campaigns. Also, the adoption, relevance and significance of technology in tourism and hospitality value delivery network can hardly be ignored. Many factors are propelling the functionalities of diverse actors in tourism. This paper explores the use of technology at various phases of tourism and hospitality marketing, along with the role of technology in enhancing consumer experience and value addition. It further supports the view that technology is aiding in faster diffusion of tourism products, relates destinations or attractions and thus benefiting the entire society. The augmented reality in marketing can create effective and enjoyable interactive experience by engaging the customer through a rich and rewarding experience of virtually plus reality. Such a tool has real potential in marketing in tourism and hospitality sector. Thus, this study discusses the ARM as a promising trend in tourism and hospitality and how this will meet future needs of tourism and hospitality products or offerings.

This chapter elaborates on augmented reality marketing (ARM) as a digital marketing campaign and a strategic trend in tourism and hospitality. The computer assisted augmenting of perception by means of additional interactive information levels in real time is known as augmented reality. Augmented reality marketing is a constructed worldview on a device with blend of reality and added or augmented themes interacting with five sense organs and experiences. The systems and approaches of marketing are integrating with technological applications in almost all sectors of economies and in all phases of a business's value delivery network. Trends in service sector marketing provide opportunities in generating technology led tourism marketing campaigns. Also, the adoption, relevance and significance of technology in tourism and hospitality value delivery network can hardly be ignored. Many factors are propelling the functionalities of diverse actors in tourism. This paper explores the use of technology at various phases of tourism and hospitality marketing, along with the role of technology in enhancing consumer experience and value addition. It further supports the view that technology is aiding in faster diffusion of tourism products, relates destinations or attractions and thus benefiting the entire society. The augmented reality in marketing can create effective and enjoyable interactive experience by engaging the customer through a rich and rewarding experience of virtually plus reality. Such a tool has real potential in marketing in tourism and hospitality sector. Thus, this study discusses the ARM as a promising trend in tourism and hospitality and how this will meet future needs of tourism and hospitality products or offerings.

The new technological innovations are changing the ways businesses are being operated. The sharing economy-based new business models (SEBMs) using technology have many benefits at national, organisational, community, and individual levels. The sharing economy provides a huge potential of creating millions of jobs by leveraging the business sector and providing a new way to producers and consumers to meet each other's needs. To maintain and enhance the use of technology-enabled sharing economy-based models (SEBMs), it is paramount to understand these SEBMs models and the behavior of the market, particularly on how to influence the market's attitude towards using SEBMs. This chapter analyses the new sharing economy-based and technologically-enabled business models and their antecedents.

This chapter provides an insight of contemporary developments in social media marketing with special reference to the emergence of online technology and its influence upon various marketing operations. The information flow through the introduction of the concept of social Media involving the synthesis of sociology and technology and creating an environment on the internet where people share experiences with each other and develop networks followed by analysis of its three main components (Publishing Technology for Everyone, Information Diffusion, and Relationship Building) highlighting its various dimensions. Further, it leads to discussion about Social Media Marketing becoming a latest and popular trend as a digital platform for social interaction between virtual communities. Next section details main social media platforms, their rankings, features, corresponding strategic actions followed by advantages and challenges for organisations using Social Media for Marketing.

Industry 5.0 requires an organisation to maintain supply chain sustainability by using environmental, social, and governance (ESG) initiatives, thus avoiding social, environmental, ethical, or other risks. This chapter explores the factors, processes, and impacts of the use of ESG framework in sustainability throughout supply chain management. The development of this research shows the European fast fashion industry, which had invested in ESG initiatives to maintain sustainability standards across their whole supply chain operations of the European fast fashion market.

Revolutionary development in field of communication and information technology have globally opened new avenue of marketing tourism and hospitality products. Major shift in web usage happened when Napster in 1999 released peer-to-peer share media and then with pioneer social networking websites named ‘Six Degrees'. This kind of interactive social web was named as ‘Web 2.0'. It would create openness, community and interaction. Web2. is also known as Social media base. Social media is incudes “all the different kinds of content that form social networks: posts on blogs or forums, photos, audio, videos, links, profiles on social networking web sites, status updates and more”. It allows people to create; upload post and share content easily and share globally. Social media allows the creation and exchange of user-generated content and experiences online. Thus, social media is any kind of information we share with our social network, using social networking web sites and services.