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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
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    References listed on IDEAS

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    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.
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    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.

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