Objective: The objective of the article is to examine the catering challenges for hospitality workers versus ticket sales at the Melbourne International Comedy Festival (MICF) in terms of their entrepreneurial behaviour. Research Design & Methods: This qualitative conceptual paper is based on...

"Carefully examining the challenges of meeting fast-developing consumer demands and preferences, this enlightening Handbook captures the difficulties involved in providing optimal service experiences. It provides invaluable theoretical guidance while emphasising the evolutionary nature of...