This paper mainly discusses the application and impact of AI tools in vocational college students' career planning and employment preparation in Chinese Mainland. Through a review and analysis of relevant literature, this article found that artificial intelligence tools can provide students with more information and assistance, thereby improving their career cognition and employment competitiveness. However, if artificial intelligence tools are not open to Chinese users or students overly rely on these tools, it may also bring some negative effects, such as job anxiety and decreased self-awareness. Therefore, the government and teaching departments should strengthen the education of career planning and employment preparation, improve the artificial intelligence system, establish personalized service mode and other measures to provide more comprehensive and personalized career recommendation and employment services for higher vocational students in Chinese Mainland.

This study considers the role of leadership within the hospitality sector as a key tool in raising performance levels. Hospitality is unique in its service-based approach, which relies on employees to ensure effective service. Post-COVID-19 and Brexit, the hospitality sector has seen a shift in reliance towards a home workforce, and as such, retention has become an area of greater importance. This case study investigation adopted a qualitative approach to consider the perceptions of six managers within a UK-based luxury hotel. Semi-structured interviews were used to draw out their experience of approaches used to ensure effective delivery in their areas of responsibility. The research concludes that a shift in leadership approach (from autocratic to democratic) is a necessity to retain staff, particularly as the shift to a greater reliance on a home workforce due to COVID-19 and Brexit starts to impact the sector. There does, however, remain a need to be more autocratic in certain situations to ensure the quality of service. Subsequently, communication becomes critical in the building of relationships. The research considers leadership approaches from a managerial perspective and is based on individual perceptions. Traditionally, research has been conducted from an employee perspective.

This study looked at how adding augmented reality (AR) to Jordanian fast-food apps during the pandemic impacts brand identity, consumer views, and interactions. It wanted to see if AR strengthens brand connections or leads to brand dilution concerns in the industry. The research utilized a qualitative approach, employing semi-structured interviews with 52 marketing managers from diverse fast-food establishments across Jordan. The study highlighted how mobile apps, especially AR, changed brand interactions in Jordan’s fast-food market. They boosted convenience and engagement but raised worries about food quality and brand dilution due to heavy app use. It stressed the need to balance tech innovation, preserve brand identity, offer personalized experiences, understand user behavior, and tackle app development challenges for better brand loyalty. The research offers practical implications for stakeholders, recommending strategic AR integration, a user-centric approach, cultural sensitivity in tech adoption, and the preservation of emotional connections. It emphasizes the significance of maintaining a delicate balance between leveraging technological advancements and safeguarding the distinctiveness of individual brand identities within an increasingly app-centric landscape. This study uncovers AR’s influence in Jordan’s fast-food scene, highlighting its transformative power and possible drawbacks. It offers practical advice for industry players, guiding them on how to navigate the digital shift without compromising brand integrity or customer connections.

Carbonated soft drinks (CSDs) have long been a mainstay of the beverage business but changing consumer tastes and rising health awareness have necessitated a thorough study of the variables impacting consumer choices. This study intends to explore the complex web of customer preferences, purchasing behaviour, and perceptions related to carbonated soft drinks. This research analyses how numerous variables, including gender, affect these preferences and choices via careful examination. The purpose of thepresent research is to determine the perception of consumer influencing customer choice preferences for the consumption of carbonated soft drinks, influence of gender and the role of advertisement in finalizing the choice. It would be helpful to do further research to better understand how these highlighted variables affect purchasing choices, especially gender-based variances. The important influence of gender on consumer behaviour has been acknowledged. For this study, a structured questionnaire was distributed through online social media to individuals of 12–45 years of age from the period of April–May 2023. For analysis of the data collected, SPSS 22.0 was used. The study has confirmed that consumption of Coca-Cola is higher than any other soft drink in almost the entire country. The factors like youthfulness, tradition, status symbol and level of carbonation have different influences on the buying behavior of male and female consumers.