IDEAS home Printed from https://ideas.repec.org/a/rfh/bbejor/v13y2024i2p207-214.html
   My bibliography  Save this article

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

Author

Listed:
  • Zaki Hasan

    (Assistant Professor, Ziauddin University, Pakistan)

  • Sumera Mehmood

    (Lecturer, Iqra University, Pakistan)

  • Dr. Munaza Bibi

    (Assistant Professor, Bahria University, Pakistan)

  • Raza Ali

    (Vice President, National Bank Pakistan, Pakistan)

  • Syeda Zeerak

    (Senior Lecturer, Ziauddin University, Pakistan)

  • Ghulam Murtaza

    (Senior Lecturer, Ziauddin University, Pakistan)

  • Abdul Haseeb

    (MS Student, SZABIST, Pakistan)

  • Muhammad Tayyab Siddiqui

    (BSCS Student, Newport University)

Abstract

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.

Suggested Citation

  • Zaki Hasan & Sumera Mehmood & Dr. Munaza Bibi & Raza Ali & Syeda Zeerak & Ghulam Murtaza & Abdul Haseeb & Muhammad Tayyab Siddiqui, 2024. "Consumer Perceptions and Willingness to Pay for Luxury Tourism in Pakistan's Northern Regions," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 207-214.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:2:p:207-214
    DOI: https://doi.org/10.61506/01.00317
    as

    Download full text from publisher

    File URL: https://bbejournal.com/BBE/article/view/823/802
    Download Restriction: no
    File URL: https://bbejournal.com/BBE/article/view/823
    Download Restriction: no
    File URL: https://libkey.io/https://doi.org/10.61506/01.00317?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Héctor San Martín & Angel Herrero & María del Mar García de los Salmones, 2019. "An integrative model of destination brand equity and tourist satisfaction," Current Issues in Tourism, Taylor & Francis Journals, vol. 22(16), pages 1992-2013, October.
    2. Youngjoon Choi & Munhyang (Moon) Oh & Miju Choi & Seongseop (Sam) Kim, 2021. "Exploring the influence of culture on tourist experiences with robots in service delivery environment," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(5), pages 717-733, March.
    3. Miguel Orden-Mejía & Assumpció Huertas, 2022. "Analysis of the attributes of smart tourism technologies in destination chatbots that influence tourist satisfaction," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(17), pages 2854-2869, September.
    4. Hultman, Magnus & Kazeminia, Azadeh & Ghasemi, Vahid, 2015. "Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation," Journal of Business Research, Elsevier, vol. 68(9), pages 1854-1861.
    5. Stylos, Nikolaos & Bellou, Victoria & Andronikidis, Andreas & Vassiliadis, Chris A., 2017. "Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists," Tourism Management, Elsevier, vol. 60(C), pages 15-29.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Shaista Tariq & Saad Akhtar & Faria & Meer Bilawal & Tabassum Zubair & Amna Munir & Syeda Zeerak & Sajjad Ahmed, 2024. "Effects of Spoiler on the Attraction of Forthcoming Web Series and Viewership," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(2), pages 341-349.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thomas Bausch & Tilman Schröder & Verena Tauber & Bernard Lane, 2021. "Sustainable Tourism: The Elephant in the Room," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    2. Lisa Dang & Jan Weiss, 2021. "Evidence on the Relationship between Place Attachment and Behavioral Intentions between 2010 and 2021: A Systematic Literature Review," Sustainability, MDPI, vol. 13(23), pages 1-19, November.
    3. Kazeminia, Azadeh & Hultman, Magnus & Mostaghel, Rana, 2016. "Why pay more for sustainable services? The case of ecotourism," Journal of Business Research, Elsevier, vol. 69(11), pages 4992-4997.
    4. Sukuryadi & Nuddin Harahab & Mimit Primyastanto & Bambang Semedi, 2021. "Collaborative-based mangrove ecosystem management model for the development of marine ecotourism in Lembar Bay, Lombok, Indonesia," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(5), pages 6838-6868, May.
    5. Liu, Xiao & Li, Ming-Yang, 2024. "Sustainable service product design method: Focus on customer demands and triple bottom line," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    6. Lei Zhou & Jing Zhao & Jinghao Wang, 2024. "Place Attachment or Novel Experience? Enablers of Recreationists’ Environmentally Responsible Behavior in Scenic Spots," SAGE Open, , vol. 14(2), pages 21582440241, May.
    7. Afzaal Ali & Guo Xiaoling & Adnan Ali & Mehkar Sherwani & Farhan Muhammad Muneeb, 2019. "Customer motivations for sustainable consumption: Investigating the drivers of purchase behavior for a green‐luxury car," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 833-846, July.
    8. Jamie M. Chen & Junzhou Zhang & Peter Nijkamp, 2016. "A regional analysis of willingness-to-pay in Asian cruise markets," Tourism Economics, , vol. 22(4), pages 809-824, August.
    9. Viglia, Giampaolo & Abrate, Graziano, 2017. "When distinction does not pay off - Investigating the determinants of European agritourism prices," Journal of Business Research, Elsevier, vol. 80(C), pages 45-52.
    10. Amélie Guèvremont & Bianca Grohmann, 2018. "Does brand authenticity alleviate the effect of brand scandals?," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 322-336, July.
    11. Xiaoting Chi & Bo Meng & Hyerin Lee & Bee‐Lia Chua & Heesup Han, 2023. "Pro‐environmental employees and sustainable hospitality and tourism businesses: Exploring strategic reasons and global motives for green behaviors," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4167-4182, November.
    12. Muhammad Waqar Rana & Faisal Mustafa & Muhammad Umer Quddoos & Rab Nawaz Lodhi, 2021. "How Brand Jealousy is an Antidote for Premium to Pay More in the Presence of Materialism and Brand Attachment?," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(1), pages 35-45, june.
    13. Ching Yin Ip & Chaoyun Liang, 2023. "Would customers of social enterprises become social entrepreneurs?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(3), pages 1454-1464, April.
    14. Xiaocheng Vicky Zhang & Suk Ha Grace Chan, 2021. "Do Knowledge and Experience Value Affect Green Tourism Activity Participation and Buying Decision? A Case Study of Natural Dyeing Experience in China," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    15. Guanghui Qiao & Shuai Peng & Bruce Prideaux & Man Qiao, 2019. "Identifying Causes for the Decline in International Arrivals to China−Perspective of Sustainable Inbound Tourism Development," Sustainability, MDPI, vol. 11(6), pages 1-18, March.
    16. Raggiotto, Francesco & Scarpi, Daniele, 2020. "Living on the edge: Psychological drivers of athletes’ intention to re-patronage extreme sporting events," Sport Management Review, Elsevier, vol. 23(2), pages 229-241.
    17. Veenarat Ut-tha & Pai-Po Lee & Rebecca Chung, 2021. "Willingness to Pay for Sustainable Coffee: A Case of Thai Consumers," SAGE Open, , vol. 11(4), pages 21582440211, October.
    18. André Hellmeister & Harold Richins, 2019. "Green to Gold: Beneficial Impacts of Sustainability Certification and Practice on Tour Enterprise Performance," Sustainability, MDPI, vol. 11(3), pages 1-17, January.
    19. Carlos Jurado-Rivas & Marcelino Sánchez-Rivero, 2019. "Willingness to Pay for More Sustainable Tourism Destinations in World Heritage Cities: The Case of Caceres, Spain," Sustainability, MDPI, vol. 11(21), pages 1-21, October.
    20. Marymagdaline Enowmbi Tarkang & Uju Violet Alola & Yurdanur Yumuk, 2022. "Growing together! Unmasking the intelligence behind the satisfaction of holiday couples," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 49(1), pages 13-27, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfh:bbejor:v:13:y:2024:i:2:p:207-214. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.