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The paper has the following learning outcomes: to understand the historical and geographical aspect of Pakistan vis-à-vis other countries of South East Asia and the world; to be able to understand the different marketing strategies of the tourism company; to gather the knowledge of many unknown facts which remain out of sight and hardly surface; to boost economy if its facts and figures are given due weight age and followed with true letter and spirit; and to give a big boost to an industry which remains mostly dormant for many decades. The ratio analysis of service sector is explained. How finances can be arranged in shortest time and generates profitability for the company is also discussed.

The study provides an overview on the following topics: lack of interest by the Government in promotion; training of tour operators and guide; and managing the expected income from this industry. This study makes the masses aware that how much potential exist in the field of tourism in Pakistan. How the tour operators find huge potential in all segments of tourism and how the big force of trained manpower can be formed and creates employment. Service sector mostly run on equity finances because of lack of collateral, how efficiently they manage the finance for the business year. It gives details of extensive marketing strategy, the huge profit margin in foreign currency and cost volume profit systems of tourism companies.

BBA, MBA and MS.

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CSS 1: Accounting and Finance.

The purpose of this study was to map the quantity (frequency), quality (impact) and structural indicators (correlations) of research produced on cloud computing in 48 countries and 3 territories in the Asia continent.

To achieve the objectives of the study and scientifically map the indicators, data were extracted from the Scopus database. The extracted bibliographic data was first cleaned properly using Endnote and then analyzed using Biblioshiny and VosViewer application software. In the software, calculations include citations count; h, g and m indexes; Bradford's and Lotka's laws; and other scientific mappings.

Results of the study indicate that China remained the most productive, impactful and collaborative country in Asia. All the top 20 impactful authors were also from China. The other most researched areas associated with cloud computing were revealed to be mobile cloud computing and data security in clouds. The most prominent journal currently publishing research studies on cloud computing was “Advances in Intelligent Systems and Computing.”

The study is the first of its kind which identified the quantity (frequencies), quality (impact) and structural indicators (correlations) of Asian (48 countries and 3 territories) research productivity on cloud computing. The results are of great importance for researchers and countries interested in further exploring, publishing and increasing cross country collaborations related to the phenomenon of cloud computing.

This study aims to investigate the research productivity of library and information science (LIS) authors affiliated with the 22 countries of the Arab League. It also identifies the top countries, organizations, authors, journals, natures of collaboration, and frequently used keywords in LIS research in the Arab world.

Bibliometric methods were used to evaluate the research performance of the authors affiliated with library organizations in the Arab region. The Elsevier Scopus database was selected for data retrieval. A comprehensive search strategy was adopted to retrieve 863 publications contributed by LIS authors affiliated with the Arab countries. VOS viewer, Biblioshiny, BiblioAnalyitics, Microsoft Access and Microsoft Excel were used for data visualization and analysis.

This paper presents the dynamics and the state of the LIS research in the Arab region published between 1951 and 2021. The results of the study have highlighted an upward trend in the growth of the publications, especially in the past four years. The largest number of studies were published in the year 2020. The country-wise analysis ranked Kuwait and Saudi Arabia as the top LIS research producing countries with five and four researchers, respectively. The Kuwait University, the King Fahd University of Petroleum and Minerals and the Imam Abdulrahman Bin Faisal University were the three most productive organizations. Academic libraries, social media, bibliometrics, information-seeking behavior, information literacy and knowledge management were identified as the major areas of interest for the researchers. Internet and open access were topics that had gained recent popularity, while the digital library, research data management, green librarianship, link data, cloud computing, library leadership, library automation and artificial intelligence were identified as areas requiring further attention. Furthermore, the single-author pattern was found to be the most preferred pattern.

The findings of this study would help prospective researchers in choosing the neglected areas of research that require further investigation. They would also help policymakers in identifying factors that need more attention and allocation of research funds.

To the best of the authors’ knowledge, this is the first comprehensive bibliometric study that presents a holistic picture of the LIS research in the Arab region.

The concept of cyber-spirituality and digital security has recently emerged due to the increasing dependence on technology. Using technology in spiritual contexts presents opportunities for enhanced spiritual experiences and risks that can compromise one's digital security. It emphasizes how the intersection of spirituality and technology can potentially result in a more fulfilling spiritual practice while adding to the existing concerns about data security.

In contemporary times, the impact of technology on mental health has emerged as a critical concern that demands ethical conduct in cyberspace. People are increasingly invested in fostering interfaith dialogues, achieving social equity, and promoting fair play within online communities. This chapter highlights the imperative need to approach technology with mindfulness while prioritizing digital safety in the fast-paced world.

In today's interconnected world, internet users are constantly exposed to a host of risks, including cyberattacks, cyberbullying, cyber-victimizations, and privacy violations. This chapter critically examines these severe threats to personal safety as well as overall societal well-being caused by increasing digitization. Focusing on critical factors such as digital literacy, digital citizenship, cybersecurity practices, and the legal framework concerning data protection, it stresses responsible conduct in the virtual space through informed decision-making by individuals.

Overall, this chapter aims to investigate how cyber-spirituality intersects with digital security in the context of the workplace. Accordingly, it advocates for an introspective attitude toward technology usage that underscores responsible behavior while helping us strike a balanced relationship with digital tools. Through this approach, we can not only safeguard against potential threats but also enhance our emotional well-being.

The agricultural sector is a critical component of global economic development, and its significance has grown significantly in recent years. The risks associated with agriculture and the behaviors of farmers in handling these risks are becoming increasingly important, given the sector’s increasing dependence worldwide. Various activities related to agriculture are vulnerable to multiple risks, which can have severe consequences for farmers’ livelihoods. The purpose of this systematic review is to present a comprehensive analysis of the sources of risk faced by farmers and their choices in adopting risk management strategies worldwide.

The Preferred Reporting Items for Systematic reviews and Meta-Analyses protocol was utilized to select relevant literature, and a total of 102 studies were analyzed. Through the use of Venn diagrams and graphical methods, the authors provide a transparent overview of the risks faced by farmers and the adoption of risk management strategies in developed and developing countries.

From the analysis, the authors found that, in terms of risk management strategies, diversification, reserve credit and accumulated assets are frequently used in developing countries, while developed countries tend to rely on future/forward contracts, crop insurance and hedging. Diversification is the most widely used risk management strategy across both developed and developing countries. Our study also highlights the different perceptions of weather-related risks among growers in developed and developing countries.

This systematic review provides valuable insights into the risks associated with agriculture and farmers' strategies in managing these risks, which could inform policy decisions and promote sustainable agricultural practices. For instance, understanding the individualistic nature of farmers' risk perception and the varying risk sources and management strategies depending on the locality and provide assistance to the farmers accordingly.

The paper explains how farmers behave during uncertainty in terms of risk perception and their decision to adopt risk management strategies in developed and developing countries.

Utilizing the theoretical foundation of the stimulus-organism-response framework, the present work developed and investigated a conceptual model. The work explores the effects of perceived risk of COVID-19 on tourists' choice hesitation and choice confidence. Furthermore, it examines the impacts of choice hesitation and choice confidence on psychological distress, which, in turn, influences purchase intentions and risk-protective behavior. Additionally, the study assesses the boundary effects of vulnerability on the association between choice hesitation, choice confidence, and psychological distress.

An online survey was administered in China during COVID-19 to assess the postulated hypotheses. We collected 491 responses using purposive sampling, and covariance-based structural equation modeling (CB-SEM) was performed to investigate the relationships.

Results show that the perceived risk of COVID-19 positively influences the choice hesitation and negatively impact choice confidence. It was also found that choice hesitation and choice confidence positively developed psychological distress, which, in turn, negatively triggered purchase intentions and positively developed risk-protective behavior. Additionally, perceived vulnerability had a significant moderating impact on the proposed relationships, strengthening psychological distress.

In the current context, this study measures bipolar behavioral outcomes using the S-O-R model. Because cognitive processes influence participation in health preventative behavior during the spread of diseases, we highlighted how the perception of risk and vulnerability to a pandemic serves as a reliable indicator of certain behaviors. This study advances understanding of how the psychological mindset of tourists copes with such circumstances. Due to the pandemic, tourists face limitations in their choices and are placing greater emphasis on adopting protective measures to mitigate associated risks.

The purpose of this paper is to examine the moderating role of marital status between infidelity and development of stress, anxiety and depression. Additionally, to investigate the relationship among infidelity, stress, anxiety and depression among married couples and divorced individual.

A purposive sampling technique was used based on cross-sectional design. In total, 200 participants (married couples, n=100; divorced individuals, n=100) were incorporated from different NGO’s and welfare organizations of Rawalpindi, and Islamabad, Pakistan. Age ranged from 20 to 60 years. Two scales were used to measure the infidelity, stress, anxiety and depression in married couples and divorced couples.

The result revealed that emotional infidelity was positively significant correlated with stress (r=0.39, p=0.001), anxiety (r=0.40, p=0.001) and depression (r=0.35, p=0.001) for married couples. The result also displayed that sexual infidelity was positively significant correlated with stress (r=0.39, p=0.001), anxiety (r=0.39, p=0.001) and depression (r=0.34, p=0.001) for married couples. The result further elaborated that emotional infidelity and sexual infidelities were positively non-significant correlated with stress, anxiety and depression for divorced individuals. The analysis results revealed that marital status was moderator between infidelity and development of stress, anxiety and depression.

This paper consisted of sample from three basic cities of Pakistan; thus, this paper finding may not be applied on whole population. Consequently, explanatory, exploratory and descriptive studies would be useful to enlighten the infidelity’s mechanism in prolongation of psychological distress across married couples and divorced individual in detail. Local tools to measure gender-related issues would be helpful in prospect while it combine cultural aspects as well.

This study would be helpful in clinical settings to raise the awareness to effectively deal with their children.

The study recommended that those divorced individuals who had experienced either sexual infidelity or emotional infidelity were more likely to develop psychological problems as compared to married couples. This study would be helpful in clinical settings to raise the awareness to effectively deal with their children.

This study explores the impact of metaverse knowledge on freelancer engagement and performance within the gig economy, drawing upon the theoretical framework of social cognitive theory. The authors investigate the mediating role of freelancer engagement in the relationship between metaverse knowledge and performance, further examining the moderating influence of freelancer experience on these relationships.

Using a convenient sampling technique, data was collected through questionnaire from 301 freelancers working on various virtual platforms in Pakistan using a five-point Likert scale. Smart PLS 4.0 was used to analyze the data.

The findings reveal positive direct effect of metaverse knowledge on both freelancer engagement and performance. In addition, freelancer engagement significantly mediates the relationship between metaverse knowledge and performance. Furthermore, the findings affirm that the freelancers experience serves as a moderating factor in the relationship between metaverse knowledge, engagement and performance by indicating positive impact.

This study contributes a novel perspective to the gig economy literature by elucidating the underlying mechanisms through which metaverse knowledge drives freelancer performance via engagement. By examining the unique role of the metaverse in the gig context, the study offers valuable theoretical and practical implications for both scholars and practitioners seeking to understand and enhance freelancer engagement and performance in this evolving digital landscape.

This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on technology and youth green buying intention (GBI). Additionally, this study endeavors to examine the moderating effect of adolescent green organizational citizenship behavior (OCB) on the association between young consumer GBI and young GACB.

The data for this study was collected from a sample of 282 university students located in the southern region of China. A time lag approach was used in this study, with data being gathered during two separate intervals spaced apart by duration of two months.

The findings of this study demonstrate that both technological and relational factors play a significant role in predicting young consumer GBI, which in turn predicts young GACB. Additionally, the results indicate that GBI is a crucial facilitator in the investigation. Furthermore, the results reveal that young green OCB serves as a significant moderator, enhancing the association between young consumer GBI and young consumer GACB.

The present study provides a novel perspective on the examination of how technology and relational factors impact young consumers, offering a deeper understanding of their intentions and actual consumption behavior. The findings of this study offer both theoretical and practical implications for academics, policymakers, senior managers and practitioners, providing valuable insights into the field.

Recent literature in environmental management suggests that fostering employees’ innovative behaviour in green service is vital for enhancing the environmental sustainability of hospitality organizations. Despite this, few efforts have been made to understand how green entrepreneurial leadership (GEL) relates to green service innovative behaviour (GSIB). This study aims to examine whether GEL can promote GSIB among hospitality employees through the serial mediation of green learning orientation (GLO) and green knowledge acquisition (GKA) using the conservation of resources theory. The authors expect environmental dynamism to strengthen the relationship between GEL and employees’ GSIB, leveraging the resource-based view theory.

This study collected data through a multi-wave survey (four waves, two weeks apart) from 341 employees working in three-to-five-star hotels in Pakistan’s major cities. The authors used partial least squares structural equation modelling to evaluate the hypotheses proposed in the theoretical model.

The study revealed a significant relationship between GEL and employee GSIB, mediated by GLO and GKA. In addition, environmental dynamism strengthened the relationship of GEL with employee GSIB.

The research advances the literature on GEL in the hospitality sector by providing insights into the mediating and moderating processes that translate GEL into GSIB among hospitality employees. Moreover, the research provides important implications for hotels investing in green initiatives and looking for ways to foster employees’ GSIB.