Current Issue

Smart tourism is heavily dependent on the ability to not only gather vast amounts of data, but also to effectively store, process, merge, analyze, and utilize big data to drive business innovation, operations, and services through the use of artificial intelligence and big data techniques. Smart tourism is the dynamic integration of human experiences with intelligent technologies. It is closely associated with the advancement of Smart Cities and is closely aligned with advancements in technologies such as Artificial Intelligence, IoT, Big Data, and 5G. The core principles of smart tourism revolve around enhancing tourism experiences, optimizing resource management efficiency, and maximizing destination competitiveness with a strong focus on sustainability. Smart tourism offers advantages such as upgraded tourism experiences, easy access to information about local attractions, and enhanced transportation networks. It also boosts the performance and competitiveness of tourism-related businesses. By utilizing AI-driven recommendation systems, travelers can receive personalized suggestions for attractions, dining options, and activities that cater to their preferences, with these recommendations continuously evolving to provide more precise and relevant tips as time passes. This study involved a questionnaire survey of 320 participants, utilizing stratified random sampling. The tourism sector is gaining prominence as a field of study focusing on these topics recently. Key Words: Artificial intelligence, Technology, Smart tourism

In the realm of higher education, Information and Communication Technology (ICT) tools have become indispensable resources for college professors, revolutionizing the way they teach, communicate, and engage with students. These tools offer a diverse range of capabilities, enhancing the teaching and learning experience by providing efficient means of content delivery, collaboration, assessment, and communication. College professors leverage ICT tools to create dynamic and interactive learning environments that cater to the needs of diverse student populations. Key words: College Professors, ICT Tools and Performance

The study considered the cookie cutting approach to understand the clear cut contribution of respective driving factor role in understanding the behavioural economics of the customers and also identifying the key problems it experiencing, while delivering the services to their customers. The study looked at the broking and banking services provided by fintech companies such as Angel One, Zarodha, Paytm, Gpay, and PhonePe. The study used a descriptive research approach for the objectives and applied the neural network to know the driving factors for the fintech firms to understand the behavioural economics of customers. The study found that "Improved risk management identified to be the major driving element for the fintech enterprises in understanding the consumers' behavioural economics. Fintech companies that use behavioural economics principles can gain valuable insights into customer behaviour and preferences, allowing them to create more targeted and effective marketing campaigns and product offerings, as well as influence financial decision-making. Fintech companies can design products and services that reduce risk and increase overall financial stability. The study observed that Regulations had the largest loading, indicating that fintech enterprises are expanding in industry 4.0 and that capital and financial markets According to the study, information and decision overload are behavioural issues that fintech organisations encounter. Key words: Behavioural Economics, Fintech, EFA

The credit of rapid growth of Indian stock market is owed to Liberalization, privatization and globalization included with the increasing global demand and supply. This indeed has demanded a huge amount of capital for establishing new business ventures to cater for the demands of this wide market. The equity market plays a pivotal role in pumping funds that are required for these operations. The growth parameters inclusive of GDP, National income and per capita income are greatly influenced by the contributions of Equity Market. Moving further it also has an upper hand of control on long term capital growth and inflation control for healthy financial market performance. However, the effective functioning of financial market and equity market is entirely governed by the investment decisions made by the investors. It is a commonly observed phenomenon that, the Investors reactions are generally carried away by socio-economic, cultural and psychological incidents that may arise in the society. The consequences of these reactions can be witnessed as the investor’s investment decisions in the equity market. If any impact on these fore said factors occur, an impact on the economy of the country is also experienced. As there exists a direct or indirect relationship between the investments made and the occurrence of any event. The dearth of studies in this context of understanding investor’s approach and their strategies in decision making, compels an investigation to study the investor’s behavior and their actions of decision taken with respect to the nature of investments. The current investigations spreads light on assessing the investor’s behavioral factors that influence predominantly on the investment decisions and its corresponding impact on the equity market. In this investigations necessary data for assessing the behavior was gathered by 1100 individual investors across Bengaluru through a well-structured questionnaire. An appropriate statistical analyses were implemented for better factual insights of the research study. The findings of these analyses demonstrates that the behavioral factors such as the heuristic, prospect and market factors influences investment decisions of the investors. The study demonstrates the role of behavioral finance in influencing the investment decision making and its impact on equity market. Further on the basis of research findings, the study provides a set of suggestions to the investors. Keywords—Equity Market, Investor Investors’ psychological factors, social-economic factors

Financial Transactions in Our Daily Lives: Embracing Digital Currency and Understanding the Risks of Financial Fraud. In today's world, money transactions play a vital role in our daily lives. Traditional manual handling of cash has been the norm for a long time. However, the current landscape necessitates that almost everyone shifts towards digital transactions. Despite initial hesitancy, people are increasingly embracing digital currency. They now readily transfer even small denominations digitally, and leaving home with a digital wallet has become second nature. In this context, researchers aim to delve deeper into public awareness regarding financial fraud and their experiences with such incidents. Understanding these aspects is essential to help people protect themselves from the increasing frauds in the digital age. Key words: Digital Currency, Financial Fraud, Public awareness, Digital age

The purpose of the study was to evaluate customer satisfaction with Amazon's services by focusing on consumer purchase behaviors. Recurring business is often thought to be primarily motivated by customer loyalty, which in turn influences a person's relative's attitude. Everything is available for purchase online, including toys, electronics, software, books, and home products. Furthermore, because it offers so many advantages, the internet has become more and more popular among adult and young buyers in just a few decades. One of the most overused terms in business today is "customer loyalty." A descriptive study design was employed in order to accomplish these aims.In the Madurai city region, 200 respondents provided information. Sitting in front of a computer, customers can shop on a website. Amazon has to make use of the internet's capacity to gather data, offer services, and buy goods in order to grow its clients and, eventually, its earnings. Key word: Consumer, Online shopping, Amazon, E-Commerce