Tourism In Pakistan Research Articles

Adapting to Change: The Impact of Climatic Shifts on Tourism Destinations and Tourist Mobility in Northern Pakistan

Pakistan aims to showcase its authenticity, pristine nature, and unique cultural heritage from its northern valleys. Mountain tourism in Pakistan is popular during the summer, with tourists enjoying pleasant weather and scenic landscapes. The northern valleys of KP, GB, and AJK are favored destinations, as visitors generally have positive impressions of their interactions with the mountains and local people. Pakistan, an agricultural country, has tourism as a growing sector with significant economic potential. However, both agriculture and tourism are heavily affected by climate change. However, in the past decade, climate change has led to increased natural hazards such as floods, rockfalls, debris flows, rockslides, and avalanches specifically in northern areas of Pakistan. These events frequently cause road blockages and trap tourists, especially during the monsoon season. Such extreme conditions not only endanger local communities but also disrupt transportation infrastructure and damage tourist facilities. The resulting communication network disruptions and road blockages increase tourists' anxiety and fear, leading to unpleasant experiences. This study examines how climate change affects tourist mobility and hinders the tourism industry. It explores how increasing natural hazards, such as floods and landslides, disrupt travel, damage infrastructure, and create safety concerns, ultimately impacting tourist experiences and industry operations.

Consumer Perceptions and Willingness to Pay for Luxury Tourism in Pakistan's Northern Regions

This study aimed to investigate the dynamics of Luxury Tourism in the Northern Areas of Pakistan. The selected tourist destinations were PC Bhurban, Luxus Hunza, and PC Malam Jabba. A questionnaire adapted from the previous studies was administered to the on-site tourists to reveal their perceptions, preferences, and behaviours concerning luxury tourism experiences. A sample size of 375 tourists was drawn via simple random sampling. Each participant was asked to complete a 25-item questionnaire. The researcher used SMART PLS 4.0 software to analyse the data using SEM with Partial Least Squares analysis. This research was conducted to find the relationship between self-congruity, destination brand quality, brand identification and factors associated with tourist satisfaction, and willingness to pay a premium price. By considering elements of previous studies and using sophisticated statistical tools, the current research contributed to the improvement of marketing policies and destination management policies of luxury tourism in Pakistan.

Promoting Tourism via Instagram: A Study of Instagram Users and the Role of Tourism Companies in Pakistan

Tourism in Pakistan has come up against challenges in the past in line with negative sentiments and security apprehensions. But, the escalation of social media has opened up new openings for promoting tourism in the country. This study’s objective is to explore the role of Instagram users and tourism companies in promoting tourism in Pakistan through the platform. This study examined how Instagram users in Pakistan use the platform to learn about and plan travel, how their perceptions of tourism in Pakistan impact their engagement with tourism-related content on the platform, and the role of tourism companies in Pakistan in promoting their destinations on Instagram. A survey was conducted among 200 Instagram users in Pakistan. The findings of the study propose that Instagram users in Pakistan use the platform to satisfy their need for travel inspiration, information, and connection. They are more likely to engage with tourism-related content on Instagram if they have positive perceptions of tourism in Pakistan. Tourism companies in Pakistan can use Instagram to promote their destinations by creating high-quality content, using relevant hashtags, and engaging with users. The participants’ reliance on tourism in Pakistan had a great impact on their engagement with tourism-related content on Instagram. Participants who had a positive penetration of tourism in Pakistan were more likely to follow tourism accounts (70.4%), like tourism-related posts (90%), and comment on tourism-related posts (87%). The findings of this study suggest that Instagram is a treasure tool for tourism promotion in Pakistan. Tourism companies in Pakistan can use Instagram to reach a large audience of potential travelers, build relationships with these travelers, and encourage them to visit Pakistan.

Political Economy of Tourism Growth in Developing Countries: A Comparative Study of Pakistan and Bangladesh

Tourism is a big source of revenue for a country. Political Stability and good governance promote tourism growth of a country by providing a favorable environment for tourism. Present study is empirical evidence of Pakistan and Bangladesh to investigate the role of political stability and governance in tourism growth. Furthermore, along with the principal variable, the study also estimates the role of corruption in tourism growth. Panel times series data, from the year 1996 to 2021, was used for analysis of results. GMM estimation methodology has been employed which show that political stability and governance increase tourism growth in Pakistan and Bangladesh. The finding also shows that variables including in analysis are control of corruption, political economy is also a determinant of tourism. So, finding indicates that political economy along with significant economic growth is desirable for promoting tourism in Pakistan and Bangladesh. They study concludes that in order to promote tourism in Pakistan and Bangladesh. political stability, good governance, role of law, and regulatory quality are significant.

The Impact of Foreign Direct Investment and Domestic Investment on Tourism in Pakistan

The current study considers the relationship of tourism with foreign direct investment and domestic investment in Pakistan. The study used time series data, which covers the period from 1990 to 2021 for the proposed variables of tourism receipts measured as the percentage of exports, foreign direct investment, gross fixed capital formation as a proxy for domestic investment and the control variables of domestic credit and trade openness. Johansen’s co-integration test and FMOLS are used in the study. Johansen’s co-integration test shows that the variables are co-related in the long run for Pakistan. The results of FMOLS show negative results. Further, the control variable of domestic credit to private sectors showed a positive relation with tourism receipts, although their relationship was insignificant. The variable of trade openness is also a vital factor in increasing tourism in the country. The result of the study implies that Pakistan should facilitate the tourism sector with domestic investment as the formation and re-innovation of the sector can attract foreign investment.

The Impact of Foreign Direct Investment and Domestic Investment on Tourism in Pakistan

The current study considers the relationship of tourism with foreign direct investment and domestic investment in Pakistan. The study used time series data, which covers the period from 1990 to 2021 for the proposed variables of tourism receipts measured as the percentage of exports, foreign direct investment, gross fixed capital formation as a proxy for domestic investment and the control variables of domestic credit and trade openness. Johansen’s co-integration test and FMOLS are used in the study. Johansen’s co-integration test shows that the variables are co-related in the long run for Pakistan. The results of FMOLS show negative results. Further, the control variable of domestic credit to private sectors showed a positive relation with tourism receipts, although their relationship was insignificant. The variable of trade openness is also a vital factor in increasing tourism in the country. The result of the study implies that Pakistan should facilitate the tourism sector with domestic investment as the formation and re-innovation of the sector can attract foreign investment.

Potential, Challenges and Barriers to Growth Tourism in Pakistan

Pakistan’s tourism sector has enormous potential. It has some of the world’s highest mountains, lakes, and natural sceneries and is a popular destination for adventurers from inside and outside the country. Pakistan is a developing nation where tourism has recently been pushed to promote economic growth and improve the quality of life for its citizens. Pakistan is now seeing the fastest growth rates in tourist arrivals globally, and it is stated that tourism should be considered a vital part of Pakistan’s growth strategy. Findings of the study reveal that lack of awareness among tourists about tourism in Pakistan is considered as a barrier. Secondly, the terrorist attacks are the root cause of diminishing tourism industry. Pakistan has the resources to promote tourism both in its own country and around the world. However, there are a number of problems, such as a language barrier, the threat of terrorism, and a lack of built infrastructure, that are preventing the expansion of the tourism industry within the country. In addition, Pakistan’s natural beauty and historical landmarks have the potential to entice visitors from all over the world. Finally, the findings demonstrate that digital marketing can assist the nation in enhancing its online visibility and gaining favorable feedback from foreign tourists. At the national level, efforts must be made. The available resources can be utilised in a way that will encourage domestic tourism, but it will take years of planning.

Exploring the Nexus between CO2 Emissions, Trade, and Sustainable Economic Growth: A Novel NARDL Approach

This study investigates the nexus between CO2 emission, trade, Gross domestic product (GDP), and tourism in Pakistan during 1990-2019. We examined the asymmetric relationship between CO2 emission, international trade, Gross domestic product (GDP), and international tourism number of arrivals in Pakistan. Data Stationarity has been tested using the Augmented Dicky Fuller (ADF), Kwiatkowski-Phillips-Schmidt-Shin (KPSS), and Phillips-Perron (PP) tests for unit roots. We used the NARDL technique. Then a Granger Causality helped estimate the relationship between these environmental variables. If there is an asymmetric association between these variables, we estimate the non-linear auto-regressive distributed lag, which is the most applicable econometric estimate. The ARDL technique can potentially explore the dynamic nexus between CO2 emission, tourism, GDP, and trade. Our findings suggest a dynamic relationship between tourism, trade, CO2 emission, and GDP from Pakistan's perspective. The outcomes reveal that negative and positive shocks to trade, GDP, and tourism affect CO2 emissions in the short and long term. The Granger Causality findings also determined that causality is directed from Tourism toward CO2 emission, while unidirectional causality was found between CO2 emission and tourism. In this study, the graphs of the CUSUM and CUSUMQ determined the functional stability of the established relationship. This indicates that this model is a suitable and valuable strategy tool. Therefore, an increase or decrease in the macroeconomic series will cause variation in carbon emissions in Pakistan in the long -term. The finding benefits macro-level policymakers and will provide important insight for the relevant stakeholders.

Exploring the interplay of tourism impacts, quality of life, and community engagement in developing sustainable nature-based tourism in Pakistan

Exploring the interplay of tourism impacts, quality of life, and community engagement in developing sustainable nature-based tourism in Pakistan

ROLE OF MEDIA IN PROMOTING TOURISM THROUGH SPORTS IN PAKISTAN

Pakistan enjoys weather conditions which are considered appropriate for both sport and tourism. With its diverse landscapes and historical cultural heritage, there are countless opportunities for sports enthusiasts and adventurers from all around the world. Media is vital to creating and marketing sports tourism in Pakistan. By showcasing the beauty of Pakistan's natural landscapes, historical heritage and places, and diverse culture through various media platforms, the country can easily attract a global audience of sports fans. For instance, coverage of sporting events, such as cricket matches, polo tournaments, and jeep rallies, provides a unique glimpse into the country's vibrant sporting culture and natural beauty. Through attractive visuals and compelling narratives, the media has the ability to effectively highlight Pakistan as a desirable sports tourism destination. Consequently, the arrival of tourists will increase, and economic development will be promoted. Therefore, this research focuses on role of media in promoting tourism through sports in Pakistan. This study uses qualitative research technique i.e., interview method. Sample size of 20 respondents has been drawn by using purposive sampling technique comprising of sports journalists, and economic stake holders. Additionally, thematic analysis was applied to further analyze data collected on the basis of themes and sub-themes.

Exploring the "Symbiotic Mutualism" between the Religious Tourism and World Buddhist Archeological Sites of Pakistan

Symbiosis involves two organisms living together, while mutualism denotes a mutually beneficial relationship. This study delves into the fusion of Religious Tourism and Buddhist World Archeological Sites, aiming to uncover symbiotic mutualism between these seemingly disparate industries. Beginning with understanding this phenomenon and identifying relevant parameters, literature and case studies were analyzed, focusing eventually on Pakistan. The context of Buddhist World Heritage Sites and religious tourism in Pakistan was examined, exploring their mutual relationship. The study investigated the necessary parameters for symbiotic mutualism and assessed its existence and effectiveness through public surveys and interviews. Findings suggest significant potential for mutualism, yet comprehensive frameworks and strategic planning are lacking for its full realization. Public interest and basic guidelines exist, but a cohesive approach is needed to excel in this dimension. This research underscores the untapped potential of merging Buddhist archaeological sites with religious tourism, calling for concerted efforts to capitalize on this opportunity.

Assessment of Sustainable Practices in the tourism Businesses in Northern area of Pakistan

Being a developing economy, Pakistan can sustain its economic growth through the promotion of Tourism activities. In this regard, tourism is considered an important channel to boost the economic development of a country. In Pakistan, the tourism sector has been fluctuating due to various political and security issues. Moreover, Sustainability is an established business trend in the modern corporate world. The literature on sustainable tourism practices is scant, particularly in the least developed countries. Very few studies touch upon the concept and no holistic theoretical or conceptual frameworks around the idea of sustainable practices in the tourism industry have been formulated. This study aims to explore the implementation of sustainable tourism in Pakistan and how the tourism industry conceives its role in this regard. Face-to-face interviews were conducted with the tour operators who operated in the northern area of Pakistan. In-depth interviews were conducted to gather data. Results suggest that the tour operators although realize the importance of social, environmental, and economic dimensions of tourism on the communities have no management systems in place to cater accordingly. There are no incentives in place by the government to facilitate tour operators to design and implement such systems. The tour operators do not select a destination based on Sustainable practices, but rather the selection of destination is mostly demand-based and profit-oriented. The study suggests that corporate profit motive is the sole criterion for decision-making and is one of the major causes impeding sustainable tourism in Pakistan. The role of tour operators in developing sustainable tourism is vague as the tour operators do not have any systems in place to implement sustainable models. The study recommends that efforts need to be put in place to incentivize sustainable tourism in Pakistan and proper laws should be set forth by the authorities to comply by the tour operators. The role of tour operators is important and understood, however, there is a need to put proper systems in place.

Fostering sustainable tourism in Pakistan: Exploring the influence of environmental leadership on employees' green behavior

AbstractThis study addresses a critical gap in the theory by exploring the impact of Environmentally Specific Servant Leadership (ESSL) on Employees' Voluntary Green Behavior (EVGB) within the dynamic framework of Pakistan's tourism industry. It also advances understanding by investigating the pivotal mediating roles of Psychological Green Climate (PGC) and Green Commitment (GC) in the relationship between ESSL and EVGB. Drawing upon the principles of Self‐Determination Theory (SDT) and Social Identity theory (SIT) we designed the research framework and collected data from employees working in various firms in Pakistan's tourism sector. We employed a multistage (phase I‐convenience; phase II purposive) sampling technique to gather data from 492 employees representing various small and medium‐sized Hotels, Restaurants, and Catering firms within the hospitality and tourism sector. The collected data underwent validation and analysis using Confirmatory Factor Analysis (CFA) in SPSS AMOS and was further examined through the Andrew Hayes Process Macro model 4. The findings reveal a significant role of ESSL in fostering EVGB. Furthermore, our findings highlighted the significant mediating roles of PGC and GC in the relationship between ESSL‐EVGB. These findings underscore the potential effectiveness of promoting environmental sustainability as a means to encourage environmentally responsible behavior among individuals working in the tourism sector. The implications of our findings are particularly noteworthy for the tourism and hospitality sector. Companies in such industry can leverage ESSL as a valuable tool for inspiring green behavior in their staff, emphasizing both environmental responsibility and service to others as key drivers of environmentally friendly actions.

Consequences of local culinary memorable experience: Evidence from TikTok influencers

Underpinned by integrating self-determination and source credibility theories (SCT), this paper investigates the focal roles of memorable local food experiences (MLX) and travel influencer endorsement (TIE) on revisit intention. A questionnaire was used to collect data from 513 TikTok influencers (individuals who frequently post videos on TikTok and have a large number of followers). A purposive sampling technique is used to collect data from TikTok influencers who create videos about food tourism in Pakistan. SmartPLS 4.4 was used with PLS-SEM. The empirical results suggest a positive and significant linkage of culinary memorable experience factors with MLX. The focal effects of MLX and TIE on revisit intention are significantly positive. Our findings further revealed that MLX partially mediated the linkage of culinary memorable experience factors with revisit intention, while TIE strengthened the positive relationship between MLX and revisit intention. The study's findings influence travel agents, local food providers, and marketing specialists who develop marketing strategies for local food tourism and online trip purchasing.

Effect of Social Media Influencers, YouTube Marketing and Tourism V-logging on Green Tourism Promotion: Evidence from Pakistan

The Marketers and residents of tourist places are facing tourism promotion-related challenges. The trends of digital marketing are stimulating traditional marketers for tourism promotion. Recently, the trend of digital media influencers has been getting considerable attention among marketing academicians and practitioners. However, this study aims to determine the role of modern digital marketing tools for green tourism promotion of foreign tourism in Pakistan. Consequently, 450 questionnaires for data collection were distributed among foreign tourists visiting different tourist destinations. The Partial Least Square (PLS) software was used to analyze the data, and the threshold for significant variables was (P<0.05). The study points out the critical role of modern digital marketing tools, i.e. YouTube marketing and social media influencers, in promoting green tourism through tourism v-logging in Pakistan. The practical implications of this study would enhance the experiences of marketers for green tourism promotion in Pakistan. Moreover, the current research fills the literature gap in the digital marketing domain by thoroughly discussing emerging digital marketing tools.

ROLE OF NEW MEDIA IN PROMOTION OF TOURISM: AN ANALYSIS OF FAISALABAD’S YOUTH PERCEPTION

The present research study is to explore and investigate the role of new media in the promotion of tourism: an analysis of Faisalabad’s youth perception. This study investigates infrastructures and management problems for tourists, facilities, new destinations, accommodations, and curriculum issues of tourism in Pakistan. A quantitative research approach was applied. Convenience sampling, a form of non-probability sampling was employed in this study. The survey was conducted for this research. The questionnaire was designed mainly using closed-ended questions. 400 tourists were the sample size of this study from Faisalabad. Results highlight that new media is significant in the promotion of tourism. Communication channels promoted this study to conclude that new media is considered one of the best tools for the promotion of tourism because of the efficiency available in using social media as compared to mass media. New media is used for awareness and information search engines to the trips, updating friends about departure timings, arrival timings, destinations, places, locations, and weather during the trip, and sharing the trip experience regarding the trip activity. The study provides awareness about national and international trends in traveling behavior or attitude in Pakistan. Keywords: New Media, Tourism, Consumer satisfaction, destination

The Impact of Political Instability, Food Prices, and Crime Rate on Tourism: A Way toward Sustainable Tourism in Pakistan

This study aims to examine the impact of political instability, food prices, and the crime rate on tourism development in Pakistan over the semi-annual data from 1995 to 2019. To achieve the goal of this study, an asymmetric ARDL technique was used. The Asymmetric Autoregressive Distributed Lag Model (ARDL) aided in gaining access to both positive and negative shocks in political stability, crime rate, and food inflation. The findings showed that due to positive variations in the political conditions, tourism will increase by 0.12%, and if political instability prevails in the country, tourism will decrease by 23%. On the other hand, the magnitude of political stability is less than the negative variation of political instability on tourism. The study concludes that there is a considerable asymmetric association between political instability, crime rate, food prices, and tourism development in Pakistan. Based on these findings, it is advised that the government adopt proactive measures to establish and reinforce the political stability mechanism and terrorism control, as well as to improve the living standards of the general population. Moreover, establish a structure for adaptation efforts, focusing on the coordination of tourism expansion platforms for sustainable tourism in Pakistan to attract more foreigners for the sake of a surge in tourism proceeds.

Tourism in Pakistan, Challenges and Opportunities

The tourism sector in Pakistan has tremendous potential and is linked to some of the tallest mountains, lakes, and natural sceneries in the country, and it is a well-liked attraction for visitors from both inside and outside the nation. In addition to generating cash, tourism also helps to promote a particular country's culture; hence, it should be seen as an essential component of Pakistan's growth plan. The diversity of its cultures, civilizations, and customs has tragically prevented Pakistan from realising its full tourism potential. To become the most well-liked tourist destination in the world, Pakistan would have to overcome several difficulties in the tourism industry. This essay examines the difficulties the tourism industry faces using research from Pakistan. According to the report, Pakistan's security and counterterrorism issues have negatively impacted travel and tourism. But it is now generally acknowledged that Pakistan is transforming into a welcoming and secure environment for everyone. This essay also includes explanations of suggestions for the tourist industry.

Examining Factors That Influence the International Tourism in Pakistan and Its Nexus with Economic Growth: Evidence from ARDL Approach

Tourism has played an influential role in the global economies. It is considered the third largest socio-economic sector and contributes about 9% to the world economy’s GDP. Tourism enhances investments, creates job opportunities, harnesses entrepreneurship, and secures heritage and cultural values and norms. However, tourism faces serious challenges in developing countries, especially in Pakistan. Therefore, the main aim of the current study is to examine the influential factors that affect the tourism sector and exhibit the nexus between tourism and economic development in Pakistan. The study collected data from the Global Terrorism Index (GTI), Pakistan Tourism Statistics, and the State Bank of Pakistan (SBP) for the period from 1995 to 2017. The results of the study present that terrorism, which hampers peace and certainty, tourism expenditure and inflation rate, has a strong influence on the tourism sector in Pakistan. Moreover, the study also disclosed that tourism boosts the long-term macro-economic factors and leads to the economic development of Pakistan.

Destination Satisfaction as a Mediator between Antecedents and Revisit Plans of Tourists

Tourism industry plays an eminent role in the development of a country and is correlated with the economic growth of the economy. This research modelled the factors influencing tourists’ behavioural intentions tourism in Pakistan. Factors affecting the intentions of the tourists to visit a particular destination have been identified in this research. Primary data has been collected through questionnaires from respondents of various nationalities. Smart PLS has been used to apply SEM “Structural Equation Modelling approach” for hypothesis testing. The findings supported that destination satisfaction and destination attachment play an imperative role in the intentions of tourists to visit a location. More attached the visitors were with the destination, better the image they had of the destination, the satisfied they were with the destination and would therefore plan to visit it more often. The derivations from the analysis can play a pivot role in developing the policies and appropriate measures to enhance tourism industry in different countries. Attachment of the tourists and their image of the destination assumed a prominent role in their anticipation to visit Pakistan.