Abstract
Travel and tourism has been one of the worst-hit industries and the
most hard-hit tourism destinations included Sawat, Dir, Chitral
triangle of Khyber Pakhtunkhwa (KP) where militancy has not only
dissuaded the tourists from touring the area rather destroyed the
infrastructure as well. Pakistan had no option but to revive back the
local economy through travel and tourism. Besides the rebuilding of
infrastructure the revival of the tourism called for revival of psychosocial confidence in public to resume tourism without any fear or
constraint. The research investigates the role of customer relationship
management in reviving and promoting tourism in the triangle in post
terrorism milieu. The research population includes all types of tourists
visiting triangle area and registered with tour operators, hotels or
district administration. A questionnaire was administered which
recorded a total of 241 responses from inbound and outbound tourists.
The theoretical framework proposed in the current study was tested
using structural equation modelling. The results revealed that
relationship management, service quality, interaction management,
employee behaviour, hotel image, hotel brand, product price and
ambience factor are found as significant predictors of tourism revival
in the triangle.
Qadar Bakhsh Baloch, Sourath Maher, Syed Mohsin Ali Shah. (2020) TOURISM REVIVAL THROUGH CUSTOMER RELATIONSHIP IN SWAT, DIR & CHITRAL TRIANGLE, Pakistan , Volume 56, Issue 1.
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