Abstract
Tourism industry is booming in the world specially developed countries are generating more revenue from tourism sector. Though, Pakistan tourism is among the fastest-growing economic sectors and is the largest source of foreign exchange and has great potential in tourism sector but unfortunately, Pakistan is still unable to generate sufficient amount of revenue from tourism sector due to lack of recourses, miss- management and political instability. Pakistan tourism crises are not hidden form anyone. However, the international tourist arrivals in Pakistan have been declining significantly from the year 2011-2019. Present research aims to provide some insight of Pakistan tourism sector pitfalls and the theoretical overview of destination image, satisfaction, intention to revisit and S-O-R model as these variables play major role for the arrival of international tourist. The research finding provides some guidelines to the policy makers and Pakistan Department of Tourism to improve the international tourist arrivals.
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