2022

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Browsing 2022 by Author "Muhammad Hanif"

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    The Impacts of Security, Role of Media, and Quality of Services on Tourist Satisfaction in Gilgit-Baltistan
    (UMT, Lahore, 2022) Muhammad Hanif
    This study explores the impacts of security, the role of media, and the quality of services on tourist satisfaction in Gilgit-Baltistan, a prominent tourist destination in Pakistan. The primary objective is to identify the key factors influencing tourist satisfaction and to assess how security, media portrayal, and service quality contribute to the overall tourist experience. A mixed-methods approach was employed, involving the collection of quantitative data through surveys of several tourists and qualitative data through in-depth interviews with local stakeholders. The findings indicate that security is a crucial determinant of tourist satisfaction, with tourists expressing a higher sense of satisfaction in areas with visible security measures. Media coverage significantly affects tourists' perceptions, with positive media portrayal enhancing satisfaction, while negative media reports deter potential visitors. The quality of services, including accommodation, transportation, and hospitality, was found to be a significant predictor of satisfaction, with high-quality services leading to positive tourist experiences. Service quality, encompassing accommodation, transportation, and hospitality, was identified as a significant predictor of tourist satisfaction. High-quality services led to positive tourist experiences and higher satisfaction ratings. Tourists appreciated clean and comfortable accommodations, reliable transportation services, and courteous and professional hospitality. In contrast, deficiencies in these areas detracted from the overall tourist experience, highlighting the need for continuous improvements in service standards. The study concludes that enhancing security measures, promoting positive media coverage, and improving service quality are essential strategies for increasing tourist satisfaction in Gilgit-Baltistan. The results provide valuable insights for policymakers, tourism authorities, and service providers aiming to boost tourism in the region. Future research should explore the long-term impacts of these factors on tourism growth and sustainability in Gilgit-Baltistan.