This research aims to study the impact of the perceived brands of hotels and destination management corporates on customer citizenship behavior and employee responsiveness. In addition, studying the effect of employee responsiveness and perceived brand on customer citizenship behavior. There were 246 questionnaires distributed among tourists from different destinations at Cairo international airport and international hotel chains in Cairo. The results declared that brand awareness, brand attributes, and brand identity have a positive impact on customer citizenship behavior. Moreover, they have a positive impact on employee responsiveness which affects customer citizenship behavior. On the other side, there was a negative impact of employee responsiveness on customer citizenship behavior. This research recommends the importance of considering customer feedback, launching promotional campaigns to spread brand awareness, improving brand quality, and enhancing employees' skills to guarantee customer satisfaction, loyalty, and perceived value.

Research and development management "R&D" is often associated with innovation, and therefore it is considered an essential part of the organizational structure of leading organizations in developed countries. Billions of dollars are spent on it annually due to its significant role in the development of these organizations and in increasing their innovative and competitive capabilities. The survival of organizations and the extent of their success and growth depend on what they provide of innovative new services and products. This demonstrates the importance of such management in all organizations, particularly tourist firms. There is also a great need for this management in hotels and travel agencies due to the intense competition imposed by the successive global economic, technological, and cultural changes. Accordingly, this research aims to identify the perceptions of hotel managers, travel agencies, and teaching staff in the faculties of tourism and hotels about establishing new management for R&D in hotels and travel agencies according to a different vision that serves as a link between them and researchers in the hospitality sector. The field study was applied using the survey method. The field study included a simple random sample of five-star hotels (25 hotels) and travel agencies (30 agencies) in the cities of Cairo and Sharm el-Sheikh, in addition to colleges of tourism and hotels. The survey forms were directed to a simple random sample of managers and their assistants in these hotels and travel agencies (500 questionnaires), in addition to a sample of hospitality teaching staff (150 questionnaires). The results showed, after the statistical analysis by SPSS, there are strong positive perceptions from all parties of the sample towards the establishment of such management following the proposed vision. At the end of the study, a proposal was presented for establishing this management and the most important tasks entrusted to it.

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