Journal of Tourism, Hospitality, and Services Industries Research (JTHS) 2024-05-05T05:58:36+00:00 Dr. Maria Hassan Open Journal Systems <p>Established in 2020, Journal of Tourism, Hospitality and Services Industries Research (<em>JT</em><em>HS</em>) plays a prominent and promising role in the incubation, inspiring and influencing research in the study area of hospitality and tourism. <em>JT</em><em>HS</em> takes pride in publishing original and quality research enabling clear advancement in theory development. Our core purpose is to offer valuable practical knowledge related to hospitality and tourism. <em>JT</em><em>HS</em> publishes research that creates IMPACT through publishing academically rigorous, cross discipline and practically valuable research.</p> Innovation, Sentiment, Great Market Crash and Stock Market Value Reflection: A case of Over-confidence and Attribution Bias of Stock’s Investors 2023-11-24T13:36:11+00:00 Ribbat Khan Dr. Muhammad Awais Prof. Dr, Qaiser Ali Malik <p><em>This study investigates how technological innovations and sentiments of the investors influenced the stock market, which may leads to the great market crashes.</em>&nbsp;<em>This investigative research inspected what and how over-confidence and attribution biases of the investors in the stock market and determined the factors that influenced the act of investors in the market which ultimately affects the market. This study used the case-study interview approach to get the wide range of the data from the diverse and well equipped respondents. The practical implication of the study is that it delineates the factors and how they can be controlled so that the market conditions can be improved.</em></p> 2023-12-26T00:00:00+00:00 Copyright (c) 2024 Ribbat Khan, Dr. Muhammad Awais, Prof. Dr, Qaiser Ali Malik The Role of Firm’s Open-Innovation Performance in Firm’s Financial Performance: A Solution to Open-Innovation Challenges Evidence from Textile Industry of Pakistan 2024-02-14T06:34:22+00:00 Mahwish Yamin waseem ul hameed <p>This study purpose is to test the relationships between licensing &amp; copy rights, relation with external stakeholders, intellectual property management and external knowledge incorporation, firms open innovation performance and firm financial performance, which suggests solution to open innovation challenges in the textile industry of Pakistan. A study was conducted on a sample of 250 managerial staff in the textile sector of Pakistan, using a simple random sampling method. The research model was tested using structural equation modeling (SEM).&nbsp; The results indicate that intellectual property management and external knowledge incorporation has a positive impact on firm open innovation performance and firm financial performance. Furthermore, result also reveal that licensing &amp; copy rights, relation with external stakeholders have positive impact on intellectual property management and external knowledge incorporation, and that further positively link to on firm open innovation performance and firm financial performance. This study provides help to the management of the organizations to enhance firm financial performance while utilizing the open innovation performance of adopting enterprises as a strategic instrument.</p> 2023-12-26T00:00:00+00:00 Copyright (c) 2024 Mahwish Yamin, waseem ul hameed Role and importance of culturally rich traditional residential Buildings toward heritage tourism and digital marketing in the historic city of Uch Sharif, Southern Punjab, Pakistan 2023-11-21T10:52:04+00:00 Ayaz Mahmood Fatima Tuz Zahra Bazla Manzoor <p>As in other parts of the Country, traditional buildings are fast diminishing in city Uch Sharif, Bahawalpur, Punjab, Pakistan as well. The irreplaceable examples of traditional wisdom and ingenious craftsmanship are being struck down one after the other by the cyclone of urbanization super-charged by market forces.</p> <p>Contemporary buildings are seemingly unable to provide what traditional buildings used to offer. That is why the demolition of traditional buildings is considered irreparable damage to our valuable traditional asset. A few traditional buildings that have survived contain valuable information and need to be documented precisely before they are all gone. In-depth analyses of spatial organizations, use and adaptation of various spaces to the requirements of the functions taking place in them, architectural elements, building materials, and construction methods in traditional buildings, is therefore essential. It will give an insight to the solutions that were followed in traditional buildings as the most appropriate response to the multifaceted problem of thermal comfort, cultural appropriateness, and cost-efficiency. It will be of substantial academic and practical value to the present as well as future generation of architects and other building professionals in this region.</p> <p>This is due to a variety of technical and cultural aspects that have restricted and limited the use of sustainable measures for energy-efficient, culturally sensitive, and cost-effective building design. This research aims to identify and promote such design practices, and develop the community’s acceptance and ability to use compatible designs, materials and techniques.</p> <p><strong>Key words: </strong>Culture, architecture, heritage, traditional houses, Uch Sharif, indigenous material, South Punjab</p> 2023-12-25T00:00:00+00:00 Copyright (c) 2024 Ayaz Mahmood, Fatima Tuz Zahra, Bazla Manzoor The Role of Travel Vlogs on Consumer Engagement towards Destination Visitation 2023-12-01T08:59:05+00:00 Bakhtawar Nazir Ahmed Aziz Sheikh Muhammad Yasir Maftuna Gaybullaeva <p>Travel vlogs are getting popular but it is unclear how the consumer gets into it. This study investigates how consumers engage with travel vlogs and intend to travel. By incorporating the use and gratification theory (UGT), this study examines the motivational factors (information seeking and entertainment motivation) as a source of gratification and how this social media is completing their needs according to their preferences. It will lead to a greater degree of engagement and create an online destination image. The current study investigated the emotional and social attractiveness features of travel videos to govern engagement. To assess the research hypothesis, we collected data from 320 respondents who had traveled to a destination after watching a travel vlog. The data was analyzed by applying structural equation modeling, a feature of the Smart-PLS 3.0 software. The results specify that authentic information and entertainment from watching travel vlogs will impact consumer engagement. Specifically, emotional attachment and social attractiveness play an important role. Customers who are emotionally engaged and perceive travel vlogs as having a high presence will significantly affect their travel intention behavior. The study empirically demonstrates that optimal watching experiences of travel vlogs can enhance customers' cognitive, emotional, and behavioral responses, ultimately influencing their behavioral intentions toward destinations.</p> <p><strong>Keywords:</strong> Travel Vlog, Information Seeking, Satisfaction, UGT, Customer Travel Intention, Destination Image.</p> 2023-12-28T00:00:00+00:00 Copyright (c) 2024 Bakhtawar Nazir, Ahmed Aziz Sheikh, Muhammad Yasir, Maftuna Gaybullaeva Organizational Resilience moderating Employees Psychological Traits and Entrepreneurial Orientation 2023-11-16T15:27:06+00:00 Syed Muhammad Hussain Raza Dr. Jamil Anwar <p>This empirical research was conducted to ascertain effect of Organizational Resilience’s (OR) moderation over the employees’ psychological traits and entrepreneurial orientation (EO) of tourism SMEs operating in KPK (Khyber Pakhtunkhwa) province of Pakistan. The study heaved its underpinning from resource based view (RBV) theory. Primary data was obtained from a random sample of 591 managers of tourism SMEs. Data was analyzed through Andrew F. Hayes process macro in SPSS version 23. The results showed positive moderation of organizational resilience over the relationship. Findings confirmed that organizational resilience fosters organizational EO which implicates selection of employees after assessment of their psychological traits and followed by adequate training and development to channelize employee psychological resources to fuel spirit in EO in highly sought-after services sector of economy i.e. tourism sector. This research has theoretical contribution in linking employees’ psychological traits in organizational process; which emphasizes on need of due diligence in HRM activities like selection and training &amp; development which is a cornerstone in developing organizational resilience. SMEs operating in service sector in general and tourism sector in particular have useful practical implication of this study.</p> 2023-12-26T00:00:00+00:00 Copyright (c) 2023 Syed Muhammad Hussain Raza, Javeria Sanam, Dr. Jamil Anwar Exploring the Influence of Medical Ethics on Physicians’ Ethical Behaviors: A Qualitative Study of Healthcare Stakeholders 2023-11-20T14:55:19+00:00 Dr Fazle MAlik Mian Dr. Muhammad Asif Dr. Zain Ullah <p><em>This study explicates the influence of medical ethics on the clinical practices of physicians in Pakistan. Socially and environmentally responsible behaviors not only elevate current standards of cures but promote overall corporate image. However, physicians are more commercial-oriented than social, and their adherence to medical ethics plays a significant role in avoiding the misuse of drugs, particularly antibiotics. Medical ethics are universal principles that govern the behaviors and clinical practices of healthcare professionals. The study scientifically discerned that these principles have a conspicuous relationship with shaping the clinical practices of physicians. The researchers conducted 13 in-depth interviews with the physicians selected through a purposive sampling technique. The interviews were transcribed and then analyzed through constructivist grounded theory techniques which resulted in a single theme “Physicians' Compliance with Medical Ethics and its Consequences” with subcategories like physicians' engagement in unethical behaviors, inconsiderate use of antibiotics, physicians’ materialistic approach, non-compliance with medical ethics and SOPs, and medical ethics and clinical practices. In conclusion, physicians who adhere to medical ethics are more rational users of pharmaceuticals than those who are not. Therefore, medical ethics has the potential to shape the prescribing habits of physicians. </em></p> 2023-12-26T00:00:00+00:00 Copyright (c) 2023 Dr Fazle MAlik Mian, Dr. Muhammad Asif, Dr. Zain Ullah Opportunities of heritage Tourism in Neelum Valley AJK 2023-11-21T08:09:11+00:00 Dr. Rukhsana Khan Dr. Zafeer Hussain Kiani <p>The present study is an attempt to explore the opportunities of heritage tourism in Neelum Valley. Neelum valley is situated in the north of Muzaffarabad, the capital of the state of Azad Jammu and Kashmir. The valley is enriched with natural beauty and a home to many archaeological sites. Since the ceasefire with India in 2004, the valley has attracted a vast majority of tourists and the number is increasing every year. The study, being exploratory in nature, aims to address the deprivation caused by the conflict in the valley and find out a way forward in order to utilize the potential heritage resources of Neelum Valley for its socio-economic development. The study concludes that there are many opportunities of heritage tourism in Neelum Valley. Being a gateway to China and having many sacred religious sites, the valley has a great potential for tourists.</p> 2023-12-26T00:00:00+00:00 Copyright (c) 2023 Dr. Rukhsana Khan, Dr. Zafeer Hussain Kiani An Empirical Study on Supply Chain Risk Management of Healthcare Sector in Karachi, Pakistan: Issues, Challenges, and Future Agenda 2023-11-24T14:00:28+00:00 Syed Muhammad Haider Zaidi Naheed Ghaffar <p>This empirical study investigates supply chain risk management in Karachi's healthcare industry. Given the industry's complexity and vulnerability to disruptions, it focuses on the problems and challenges faced by healthcare organizations in <br>managing supply chain risks. Data is collected through questionnaires, interviews, and case studies involving healthcare experts, supply chain managers, and stakeholders. The findings highlight major risk factors such as inadequate contingency planning, inventory management issues, transportation bottlenecks, and procurement delays. The study identifies difficulties in implementing risk mitigation measures, including resource constraints, infrastructure inadequacies, and regulatory limitations. Based on the analysis, the study proposes a future agenda for enhancing supply chain risk management in Karachi's healthcare industry, including stakeholder collaboration, technology utilization, emergency response systems, and resilient supply chains. This study contributes to the knowledge base on supply chain risk management in healthcare, particularly in developing nations, providing valuable insights for policymakers, healthcare organizations, and supply chain practitioners to enhance their risk management capabilities and ensure uninterrupted healthcare service delivery.</p> 2023-12-26T00:00:00+00:00 Copyright (c) 2023 Syed Muhammad Haider Zaidi Haider, Naheed Ghaffar The Mediation role of Customer Trust and Satisfaction on Green Banking and Customer Loyalty in toursim industry 2024-05-05T05:58:36+00:00 Dr Snober Javid Umber Muhammad Usman Islam Moazzam Rauf <p>The green banking approach is introduced by banks to protect the environment, for the sake of improving tourism and hospitality, from degradation as banks are the main source of funding in the economy so banks take initiatives to benefit the environment by providing green banking initiatives as banks provide funds to different sectors that also include those at are producing harmful elements and products that destroy the environment so the bank step forward introduces green baking as the bank stakeholders are customers so it is important to understand their point of view about this initiative taken by banks are they satisfy with a bank and trust the banks that they are taking a right decision because this satisfaction and trust lead towards customer loyalty. Customer loyalty is the measurement of post-purchase behaviour of customers if the behaviour is positive loyalty increases so the profitability and sales increase as customer loyalty indicated recommendations. So customer perspectives also matter in the green banking approach on which few studies were conducted in the past.&nbsp; So this study analyzes the impact of green banking practices and products and green financing projects on customer loyalty through customer trust and customer satisfaction. The two green banking aspects: operations related to banks' internal operation practices and customer-related that include green banking products, and green banking financing projects that are socially responsible projects of banks are analyzed separately which is missing in the existing literature. Data were collected from respondents through structured questionnaires using convenience sampling covering the area of Lahore, Pakistan, and analyzed the data using PLS (SEM). The results show a full mediation relationship between green banking financing projects and customer loyalty through customer satisfaction and all other hypotheses are accepted by partial mediation. This study contributes to the existing literature by adding customers' perspectives on the green banking approach.</p> 2023-12-26T00:00:00+00:00 Copyright (c) 2023 Journal of Tourism, Hospitality, and Services Industries Research (JTHS)