Ecotourism is the most encompassing alternative approach, and it is usually regarded as a panacea capable of combining economic development, environmental protection, and community well-being. Pakistan’s ecotourism industry is relatively new and has significant growth potential, with approximately 6 million domestic and international tourists visiting various northern destinations in 2018. However, as the number of tourists grows, so do the difficulties or obstacles associated with visitor/tourist behaviour, such as pollution, forest cutting, wildlife turmoil, filthy waste/garbage, and forest fire. These potential hazards have become natural environment-harming concerns that occur daily. Prior studies and government policies have emphasised the increasing knowledge and responsibility of ecotourism behaviour among tourists to address the issues. Digital marketing is known as a flashy way to connect with tourists by providing them with diverse tour information and destination images; however, reviews show that a smaller number of previous research in the tourism industry has been involved with digital marketing strategies. They use a quantitative design and Structural Equation Model testing. The guaranteed validity and reliability is an adaptive questionnaire created and tested in pilot research. For data gathering, a multistage sampling method is utilised. This research included 384 tourist respondents from three regions that used digital marketing for their travelling. It was chosen using a random and purposeful sampling process. The study found that destination image is positively connected to ecotourism. The current study employs the Theory of Planned Behaviour (TPB) as a theoretical contribution. The study’s findings suggest that visitors, the government, the tourism industry, and the community may use digital marketing strategies to encourage ecotourism behaviour.

Voluntary pro-environmental behaviors in the workplace such as organizational citizenship behavior towards environment (OCBE) are pertinent for the organizations striving to become environmentally responsible entities. The significance of OCBE for green organizational initiatives has led scholars to strive for expanding its nomological network. Approaching from the theoretical angle of the social information processing approach, this quantitative, survey-based study theoretically links and empirically tests the impact of environmental transformational leadership on organizational citizenship behavior towards environment (OCBE) via mediating mechanism of perceived meaningful work. Data from a sample of 311 employees working in Pakistan’s hospitality sector were collected and analyzed to test the hypothesized relationships using structural equation modelling. Results indicated the indirect effect of perceived meaningful work on the relationship between environmental transformational leadership and organizational citizenship behavior towards environment. Implications of both theoretical and practical nature are laid out in the relevant sections of the paper.

This article intends to examine the role of leadership styles (transformational, transactional, and laissez-faire) and employees’ trust toward organizational change capacity (OCC). Data were collected from a convenient sample of managers, coordinators, officers, community facilitators, social organizers, and activists through questionnaires. A total of 250 respondents were sent questionnaire, usable questionnaires were 204. Results revealed positive and significant relationship between transformational leadership and employees’ trust. Moreover, an insignificant relationship was found between transactional leadership and employees’ trust, whereas laissez-faire and employees’ trust were found to be negatively associated. Findings of the study also depicted a positive and significant relationship of transformational leadership and transactional leadership with OCC. However, laissez-faire was negatively associated with OCC. Results also revealed that employees’ trust mediates the relationship between leadership styles (transformational and laissez-faire) and OCC. However, employees’ trust did not mediate the relationship between transactional leadership and OCC. Finally, implications and suggestions for future research are provided.

Purpose: Over the years, increased level of deviant behavior among the employees of public sector organizations has been observed. The situation is worst in the public healthcare sector of Pakistan, where numerous incidents of employee deviant behavior have been reported recently. This scenario is compelling scholars and practitioners to find appropriate solutions to address this issue. As previous literature lacks empirical evidence regarding the role of ethical leadership in establishing an ethical climate in order to minimize workplace deviance in the public healthcare sector. Thus, to fill this gap, the purpose of this paper is to investigate the effect of organizational ethical climate as a mediator in the relationship between ethical leadership and workplace deviance in public healthcare sector of Pakistan.Design/methodology/approach: This study employed survey strategy, using quantitative method with a cross-sectional research design, and with multi-stage sampling technique. Two hundred and eighty nine usable questionnaires were collected from doctors and nurses. Further, Structural Equation Modeling was conducted in order to test the hypothesized model and determine the direct and indirect effects.Findings: Results of this study revealed that ethical leadership negatively influenced workplace deviance. Ethical leadership was further found to have a positive effect on ethical climate. Moreover, the ethical climate had a negative relationship with workplace deviance. Finally, ethical climate mediated the relationship between ethical leadership and workplace deviance.Originality/value: This study identified the significance of ethical leadership behavior which assists in establishing an ethical organizational climate leading towards less likelihood of the emergence of workplace deviance.

The current research intends to examine the effect of Corporate Social Responsibility (CSR), customer satisfaction, and customer trust on customer loyalty in the services sector of Pakistan. This research is quantitative in nature and utilized a survey method for collecting data. Moreover, the population of this study is those individuals who are using Telecom services in Pakistan. This research used a convenient sampling technique. The completed and usable questionnaires were 212. Moreover, SPSS software was utilized for data analysis. For instance, frequencies, standard deviation, and mean for each understudy variables were analysed using SPSS software. In addition, this research also conducted correlation and regression analysis. Results show that a (i) positive and significant association exists between corporate social responsibility and customer satisfaction, (ii) positive and significant relationship exists between customer satisfaction and customer loyalty, (iii) positive and significant association exists between customer trust and customer loyalty. Hence, the findings of this research significantly contribute towards the existing body of knowledge related to the concept of CSR, customer's satisfaction, trust, and loyalty. Thus, offering essential implications for policymakers, specifically for the Telecom sector of Pakistan. Finally, research limitations and suggestions for further studies are also highlighted.

The current study's objective examines contemporary advancements in learning utilizing digital technology for educational purposes during the recent pandemic outbreak. The study analysed the challenges, capabilities, and resilience of these digital learning environments and the future of digital learning. The PRISM statement is used to select records and assess the final 37 studies for the current investigation. According to the findings, the COVID-19 pandemic posed a significant challenge to educational institutions, and online learning was a challenging work for students and teachers. The availability of a large number of digital learning platforms, on the other hand, considerably mitigates the problem. Students' and teachers' skills and capacities have grown as a result of the learning process utilising digital platforms. The current study's findings show that education in the post-COVID-19 era is heavily reliant on digital sources, and that new technologies greatly enhance the learning process.