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

Zaki Hasan, Sumera Mehmood, Dr. Munaza Bibi, Raza Ali, Syeda Zeerak, Ghulam Murtaza, Abdul Haseeb and Muhammad Tayyab Siddiqui
Additional contact information
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

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 2, 207-214

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.

Keywords: Self Congruity; Destination Brand Identification; Destination Brand Attachment; Destination Brand Quality; Tourist Satisfaction; Tourist Expectations; Willingness to Pay Premium Price (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:2:p:207-214

DOI: 10.61506/01.00317

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