A smart travel brand today is not only an advertising marketing channel but also requires businesses to adapt and focus on brand value. Branding plays a role in shaping customer search behavior which means an effectively personalized brand helps travel businesses find potential customers and develop specific services to maintain business advantages. This article contributes some ideas about building a tourism brand today that is personalized through story and awareness in the context of digital competition, where customers play a central role both of providers of recommendations and consumers of the recommended story.

In 2020, more than 33 million people in Vietnam, over 50% of whom are women, join the middle class, living in large cities. Tourism, especially outbound tourism, is one of the 3 main spending needs of middle-class women. The female traveler market in Vietnam is gradually increasing in scale and considered to be a unique segment. In this research, based on the theory of planned behavior and diagram analyzing the process of visiting destinations, the author classified 4 groups of behaviors including destination selection, destination activities, destination spending, and reference information from 270 Vietnamese women on outbound trips by using descriptive statistics methods. The result showed that they share the common desires of culinary discoveries, the prevalence of self-sufficiency, technology proficiency, and the need to expand the geographical scope of destinations outside of Asia. From that, the research assisted international tour operator groups in Vietnam to formulate tour programs, PR and marketing strategy development proficiently, to offer the female travelers segment an excellent traveling experience.

4This descriptive research aims to explain the characteristics of employees at generation Z (Gen Z) in Vietnam which influence on their interests and priorities towards their job satisfaction at sport businesses in Ho Chi Minh city. The survey research was designed based on the Job Descriptive Index (JDI) measure about job satisfaction and the sample used 480 respondents who are working in Ho Chi Minh city from January to April, 2022. The regression analysis results showed that there are five concerns for Gen Z to decide to join and stay in sport organizations. The leadership and salary factors take strongly influence to job statisfaction and the least influence is colleague factor. The findings show that the characteristis influence on job satisfaction of Gen Z which differ from previous generations. Human resource managers exploit the results to develop traing courses for managers, competitive salary system, and working conditions to attract and retain Gen Z.