Volume 13 | Issue 7 |

 Abstract

Tourism in Meghalaya, particularly in Sohra (Cherrapunji) and Mawphlang, has experienced robust growth, fueled by the region's distinctive landscapes and rich cultural assets. However, the overall success and reputation of these destinations hinge significantly on the competencies of their tour guides. This study investigates the current skill levels and service quality of tour guides in Sohra and Mawphlang, with the objective of identifying prevailing skill gaps and proposing actionable strategies for enhancement. Employing a descriptive research design, the study gathered data using a structured questionnaire administered to a conveniently selected sample of active guides from both locations. The analysis reveals that while guides possess strong local knowledge and demonstrate a notable commitment to ethical and sustainable tourism, considerable deficiencies exist in communication, interpretive storytelling, and technology utilization. With less than half of the respondents having received formal training or certification, gaps in professional development and awareness of regulatory standards are evident. Also, inconsistent customer care, limited career development prospects, and inadequate support from local authorities were highlighted as areas needing attention. The results highlight the need for specialised training programs that emphasise storytelling and communication, digital tool integration, and organised certification processes. Recommendations include developing experiential training programs, instituting formal quality assurance processes, enhancing collaboration among stakeholders, and embedding sustainability in all aspects of guide training and practice. By systematically bridging these skill gaps, the local tourism sector can improve visitor experiences, support sustainable community growth, and elevate Meghalaya's standing as a premier ecotourism destination.

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 Keywords

tour guide, skills, training, sustainability, Sohra, Mawphlang

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

In this paper the concept of fuzzy semi Hyper-connected spaces in fuzzy topological Spaces are introduced. Several characterizations of fuzzy semi Hyper-connected space and the relations of fuzzy semi Hyper-Connected space and other fuzzy topological spaces are studied.

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Creative Commons Attribution 4.0 and The Open Definition

 Keywords

Fuzzy semi-open set, Fuzzy semi-nowhere dense set, fuzzy semi-first category, fuzzy semi-dense, fuzzy semi-Baire space and fuzzy semi hyper-connected space.

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Creative Commons Attribution 4.0 and The Open Definition

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The entrepreneurial mindset plays a critical role in shaping small business decisions, espe-cially in emerging economies like India. Among the various aspects of formal business practices, brand formalization through trademark registration remains one of the most overlooked areas. This conceptual paper explores how the entrepreneurial attitudes, inten-tions, and perceived behavioral control of small business owners influence their willing-ness to adopt intellectual property (IP) protection mechanisms--particularly trademark registration. The study draws from behavioral theories like the Theory of Planned Behav-ior and Institutional Theory to explain the cognitive and social factors that affect IP adoption. The paper highlights gaps in awareness, psychological ownership, and perceived utility of trademarks among entrepreneurs. It concludes with practical suggestions to promote a culture of brand formalization and IP consciousness in the Indian MSME sec-tor.

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 Keywords

: Entrepreneurial mindset, Trademark registration, Brand formalization, IP protection, Small business, Behavioral intent, India

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Creative Commons Attribution 4.0 and The Open Definition

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The oil and gas sector are always changing, with a strong focus on improving safety, streamlining operations, and minimising its negative environmental effects.The combination of semantic web technologies and real-time data processing presents a revolutionary method for handling the intricate data environments that are unique to this industry. . In order to expedite the processing and interpretation of real-time data streaming from diverse sources, including sensors, drilling equipment, and monitoring systems, this project investigates the application of semantic web technologies, such as ontologies and linked data. It will show how the approach may improve operational efficiency, cut-down on downtime, and encourage sustainable practices in the oil and gas sector.

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 Keywords

: Real-time data processing, Semantic Web technologies, Oil and gas industry, Semantic enrichment, RDF (Resource Description Framework), Ontologies, Semantic reasoning, Predictive maintenance, Edge computing, Artificial intelligence integration, Data interoperability, Advanced analytics, Sensor data, Industrial applications, Decision support system.

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Creative Commons Attribution 4.0 and The Open Definition

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As digital advertising becomes increasingly pervasive, a significant segment of consumers--known as ad-averse consumers--actively resist traditional marketing approaches, posing a growing challenge for brands. This study investigates the psychological traits, demographic patterns, and behavioural mechanisms behind ad avoidance and evaluates marketing strategies designed to effectively engage this resistant audience. Ad-averse individuals typically exhibit high privacy concerns, cognitive reactance, and emotional skepticism, leading to avoidance behaviours such as ignoring ads, using ad blockers, and rejecting overly personalized content. In response, marketers are shifting toward consumer-centric strategies, including permission-based marketing, native advertising, and storytelling-driven content, which prioritize value, relevance, and transparency. Influencer marketing--especially through credible micro-influencers--has proven effective due to its perceived authenticity and alignment with community values, while peer recommendations and electronic word-of-mouth further outperform traditional endorsements. Gamification and interactive formats, such as branded entertainment and AR/VR-enhanced ad experiences, have emerged as powerful tools to increase engagement by transforming passive ad exposure into playful, user-driven interaction. However, ethical concerns surrounding covert native advertising and data-driven personalization highlight the need for transparency and consumer control. Measuring effectiveness through both behavioural and attitudinal metrics, including KPIs and consumer feedback, ensures alignment with user expectations and enhances brand trust. Overall, this study concludes that successful marketing to ad-averse consumers depends on respectful, value-oriented communication that leverages authenticity, interactivity, and ethical responsibility to foster long-term engagement and brand loyalty in an increasingly skeptical digital environment.

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 Keywords

Digital Advertising, Ad-Averse Consumers, Psychological Traits, Marketing, Native Advertising, Storytelling-Driven And AR/VR-Enhanced

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Creative Commons Attribution 4.0 and The Open Definition

 Abstract

Children's Research University Gandhinagar

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Yoga is an ancient science that has been practised in India by our ancestors. Practice of yoga has been referred to in our Vedas, Upnishads, Puranas, Smritis and Bhagwat Gita. Patanjala Yoga Sutra is a universally accepted treatise for the control of modification of mind and soul alongwith body also. This paper presents the several invaluable techniques and exercises of healthy living practised in yoga and nature-cure practices which have been advocated by our ancient sages. Today's modern life, in which we are living in such a polluted atmosphere and odd conditions coupled with the growing stresses and strains, has multiplied this article's necessity and importance enormously. The present study is based on the secondary studies incorporated in our ancient literature as narrated by our yoga and nature cure exponents.

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Yoga, philosophy, healthcare, Pranayama, constipation

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Creative Commons Attribution 4.0 and The Open Definition

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Abstract: India is a largest democracy with the largest population in the world. A notable feature of Indian Political System is multi-political party system. Therefore, the existence of many political parties can be seen in India in the forms of national, regional local parties to fulfill the needs, demands and aspirations of the people. The Election Commission of India conducts quarterly evaluations of the situation of political parties, and the political parties must register with the Commission in order to run in council, state and national elections. As of now, there are around 2,598 parties registered in India, of which only a few are recognized as national parties, many of them are recognized as regional parties and around 2500 parties are unrecognized parties. In this paper, we are going to focus the necessity of regional parties in Bodoland Territorial Region (BTR) -a tribal administration area. Regional party means a party operating within a limited geographical area and its activities are restricted only to a single or few states. These regional parties focus and represent the interest, needs and requirements of a particular area. They focus on particular concerns such as the creation of jobs, satisfaction of local demands, language and culture of the local people, etc. They solely seek to capture power at the state or regional level and do not aspire to control the national government. The Bodoland Territorial Region (BTR) is a Sixth Scheduled administrative district council of Assam comprising of five districts namely Kokrajhar, Chirang, Baksa, Udalguri and Tamulpur. It was earlier known as Bodoland Territorial Administrative Districts (BTAD) created on 10 February 2003, and was renamed as Bodoland Territorial Region (BTR) with the 3rd Bodo Agreement on 27 January 2020. The regional parties of this region play an important role in the formation of council and state government of Assam. At present, there are basically two dominant regional political parties in BTR, these are Bodoland People's Front (BPF) and United People's Party Liberal (UPPL). The Bodoland People's Front was in power for 17 years from 2003 to 2020, and presently the power of the council is in the hand of coalition government of UPPL, BJP and GSP. The rapid all round development and fulfillment of the needs and demands of the people can be seen in the region under the control of regional political parties, therefore it is very important to study the necessity of regional political parties in BTR.

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Keywords: Regional, Political, caste, culture, language, Necessity, Dominant, Power, Local, National, Government, State, etc.

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Creative Commons Attribution 4.0 and The Open Definition

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This paper explores the critical role of media and advertising ethics in the context of green marketing and greenwashing, focusing on how responsible communication strategies and media accountability influence consumer perception and brand credibility. With the rise of environmental awareness among consumers, many brands employ green marketing tactics to appeal to eco-conscious audiences. However, the thin line between ethical green promotion and greenwashing has led to significant challenges in ensuring transparency and trust. Responsible marketing communication--rooted in evidence-based claims, certifications, and regulatory compliance--plays a vital role in sustaining consumer confidence and promoting environmentally sound business practices. Conversely, the media can either act as a safeguard against deceptive claims or, if negligent, a conduit for perpetuating greenwashing. Investigative journalism, watchdog organizations, and regulatory bodies have highlighted the media's potential to expose false sustainability claims and hold corporations accountable. However, uncritical reporting and the commercialization of digital spaces often enable the unchecked spread of greenwashing narratives. This duality underscores the ethical responsibility of both marketers and media professionals to uphold standards that protect consumer interests and support authentic sustainability. Drawing from literature and comparative studies, the paper emphasizes that only through collective accountability--where brands, regulators, and media work together--can the credibility of green marketing be preserved. Ethical advertising and critical media engagement are not merely optional practices but are fundamental to fostering long-term consumer trust and achieving meaningful environmental progress.

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 Keywords

Green Marketing, Greenwashing, Marketing Communication, Business Practices, Consumer Trust, Communication Strategies, Media Accountability, Awareness and Transparency

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Creative Commons Attribution 4.0 and The Open Definition

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Selecting a manufacturing process usually depends on the type of work and the volume of production. There are five main process types - job shop, batch, repetitive, continuous, and project. Noteworthy, there are many factors to consider when choosing a process, as each type has its advantages and disadvantages. This paper aims to describe the five basic process types by comparing and contrasting them using examples. Historically, people first mastered job shops and batches' processes, while repetitive and continuous processes appeared only after the industrial revolution. Job shops involve the production of a variety of products in small quantities. This process requires great flexibility of equipment and high-skilled personnel, allowing a wide variety of work. Still, the drawbacks of this type include high cost per unit and complex scheduling. An example of the job shops is a jewelry repair shop or veterinarian services. Batches are used for medium production and moderate product variety. A good example is bakeries or services for groups of people, like air travel. This type's advantage is a high level of flexibility, and the disadvantages are moderate cost per unit and scheduling complexity. Examples of repetitive process type products are production lines for cars, TVs, pencils. The advantage of this type is that it allows large volumes, but the disadvantages are the high cost of equipment downtime and low flexibility. The continuous process involves the production of the highest volumes, rigid equipment, and low-skilled personnel. Examples of a continuous process type are sugar, flour, gasoline, steel production, and supplying electricity or the Internet. This type's disadvantages are its rigidity and low variety; its advantages are high volumes and efficiency. Project process type is usually chosen in project work cases, for example, when filming a movie, publishing a book, building a dam. Project type can have characteristics of all types because of the projects' variety. Thus, the five basic process types and the advantages and disadvantages of each were described by comparing and contrasting them using examples. Job shops are often used when there is a need to produce small volumes of unique products; batches are used in medium volumes and work variety. Repetitive and continuous types emerged after the industrial revolution and now represent high volume production types for the mass consumer.

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 Keywords

Artificial Intelligence (AI) , Digital Healthcare , Machine Learning ,Deep Learning , Healthcare Technology ,Health Informatics

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Creative Commons Attribution 4.0 and The Open Definition