Abstract
In the recent years, the health and wellness tourism industry has become one of the new emerging industries in Pakistan. In terms of the sharing economy, the driving mechanism of the health and wellness tourism industry has undergone significant changes. Based on a combination of theoretical and practical research, the paper explores the dynamic system and mechanism of innovation development of health and wellness in the tourism industry in Pakistan. Firstly, it theoretically constructs the driving factors in four aspects, which include market demand, industrial supply, infrastructure, and external environment. Secondly, taking Khyber Pakhtunkhwa province (KPK) as an example, it uses the entropy method and Grey relational analysis to test the driving factors system. The empirical results show that four aspects jointly influence the innovation of the health and wellness tourism industry in Pakistan. Finally, this study discusses several practical implications for the development of the health and wellness tourism industry of KPK for academics, policymakers, business owners, and scholars, with recommendations for future research.
Highlights
International tourism is becoming increasingly vital throughout the world [1]
The results show that the innovation and development level of the KPK health and wellness tourism industry has grown very rapidly in the past ten years, reflecting the typical innovation-driven development characteristics of the KPK health and wellness tourism industry
The above analysis shows that the innovative development of the KPK health and wellness tourism industry is affected by many factors
Summary
International tourism is becoming increasingly vital throughout the world [1]. As per the report of the World Tourism Organization (WTO) in 2018, international tourists spent $1.3 billion per day and in total $462 billion in the year 2001 alone. Tourism revenue is considered a substitute for export earnings and significantly contributes to their balance of payment [2]. The government can generate revenue and enhance household income by developing this sector and easing austere visa policies for international visitors/tourists. There are many examples where tourism has a very positive impact on the economy, and tourism positively contributes to the economic development of Pakistan [3]. Tourism positively contributes to the local income development of kpk Pakistan [4]
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
