The empirical research investigated the relationship between tourism development and environmental suitability to propose a framework for sustainable ecotourism. The framework suggested a balance between business and environmental interests in maintaining an ecological system with the moderating help of government support and policy interventions. The study population encompasses tourism stakeholders, including tourists, representatives from local communities, members of civil administration, hoteliers, and tour operators serving the areas. A total of 650 questionnaires were distributed to respondents, along with a brief description of key study variables to develop a better understanding. After verifying the instrument's reliability and validity, data analysis was conducted via hierarchical regression. The study findings revealed that a substantial number of people perceive socio-economic benefits, including employment and business openings, infrastructure development from tourism development, and growth. However, the state of the natural and environmental capital was found to be gradually degrading. Alongside the social environment, social vulnerability is reported due to the overutilization of land, intrusion from external cultures, and pollution in air and water due to traffic congestion, accumulation of solid waste, sewage, and carbon emissions. The study suggested a model framework for the development of sustained ecotourism, including supportive government policy interventions to ensure effective conservation of environmental and natural resources without compromising the economic viability and social well-beings of the locals. Furthermore, the variables and the constructs researched can be replicated to other destinations to seek valuable inputs for sustainable destination management elsewhere.

Purpose: The present study was intended to find out the impact of three important components of marketing mix for tourism i.e. People, Process and Physical Evidence on Satisfaction of Sikh Pilgrims visiting Pakistan and the moderating role of Personal Perceived Risk of Terrorism in the relationship between the aforementioned independent variables and Pilgrims Satisfaction. Design/Methodology/Approach: The present research is based on the philosophy of positivism and it is descriptive and deductive in approach. Data was collected from a sample of 357 Sikh Pilgrims. Multiple linear regression analysis was carried out to test the hypothesized effect of People, Process and Physical Evidence on satisfaction of Sikh Pilgrims and the moderating effect of Personal Perceived Risk of Terrorism. Findings: Findings of the study showed that Physical Evidence and People have a significant positive effect whereas Process has a significant negative effect on satisfaction of Sikh Pilgrims. Personal Perceived Risk of Terrorism was found to have an insignificant moderating effect on the relationship of Process, People and Physical Evidence with Satisfaction. Implications/Originality/Value: The study might help uplift the tourism sector of Pakistan and enhance the relationship between people of different religions of the region.

The descriptive cum correlational research aims to suggest a framework for modification in business process to restore and rebuild, pandemic hard hit, tourism, and hospitality sector. The research premises on the rationale that under the persistent and looming pandemic threat, continued closures, and lockdowns of the tourism destinations with rising unemployment is not the answer to live with. Drawing from the exploratory research, a resilience-based framework model, to restore and rebuild Pakistan tourism and hospitality sector amid pandemic, an instrument was self-developed and validated before its operationalization. After checking the reliability and validity of the instrument through Cronbach's Alpha and exploratory factors analysis, the instrument was administered through mix of physical and online distribution. The sample of 312 respondents, representing variety of stakeholders from tourism and hospitality businesses across favorite destinations, responded through a mix of online and physical survey. The research found an adaptable resilience-based framework model for the restoration and recovery of tourism and hospitality businesses amid pandemics. The model called for placement of health safety features, provision of service quality, technological interventions, and socially responsible imaging of hotels. However, the desired outcomes can only be reached through well-knitted joint response from all the stakeholders including government, community, tourists, and the destination managers. The research argued that the restoration and rebuilding of tourism and hospitality business, is likely to renovate into sustainable tourism capable of kick-starting employment generation, poverty alleviation, society's well-being, and economic growth without compromising people health. Keywords: Tourism and hospitality business, COVID Pandemic, business restoration, transformation of business processes, business resilience.

No abstract