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All Journal Journal of Management Practices, Humanities and Social Sciences
Bushra Khan
United Bank Limited (UBL), Karachi, Pakistan
Arts Humanities Economics, Econometrics & Finance Education Social Sciences

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Factors Persuading Tourists to Visit SWAT Valley, Pakistan Nasir Ali; Bushra Khan; Syeda Kiran Zehra; Aftab Hussain Tabasam; Nowsherwan Sarwar; Syed Tehseen Jawaid
Journal of Management Practices, Humanities and Social Sciences Vol. 7 No. 2: JMPHSS
Publisher : Journal of Management Practices, Humanities and Social Sciences

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33152/jmphss-7.2.6

Abstract

The study identified the factors that persuade tourists (local or international) to visit SWAT, Khyber Pakhtunkhwa, Pakistan and whether these factors successfully created positive behavioural intentions among visitors. In total, 684 responses from local and international tourists were collected through a questionnaire survey. The responses were analysed by employing the PLS-SEM technique on SMARTPLS software. Results revealed that most tourists are satisfied with the destination brand, attraction, hospitality, and entertainment given by SWAT's people & local government. These factors create positive future behaviour (i.e., intention to recommend and intention to revisit) among visitors, except transportation which is the only element that failed to attract tourists due to inadequate mechanisms in SWAT. This study highlighted that Pakistan Tourism Development Corporation (PTDC), being a responsible authority in Pakistan for tourism-related matters, still needs to improve and develop tourist destinations in Pakistan to sustain tourism. This study is a pioneer attempt to identify the factors that persuade tourists (local or international) to visit SWAT, Khyber Pakhtunkhwa, Pakistan, using a Likert scale survey questionnaire.
Co-Authors Aftab Hussain Tabasam Nasir Ali Nowsherwan Sarwar Syed Tehseen Jawaid Syeda Kiran Zehra