The Discourse Volume 06 Number 01 January - June, 2020
Development of Tourism’s Sector In The Face of Scarce Economy
Dr. Qadar Bakhsh Baloch Professor/Director, Institute of Business Studies and Leadership Abdul Wali Khan University, Mardan [email protected]
Dr. Syed Naseebullahshah Department of Management Sciences, Abasyn University Peshawar [email protected]
Dr. Muhammad Irshad Department of Management Sciences, Abasyn University Peshawar [email protected]
Fiaz Mehmood Qamar PhD Scholar, Institute of Business Studies and Leadership Abdul Wali Khan University, Mardan [email protected]
ABSTRACT This study was conducted to evaluate the attributes responsible for development of tourism sector in the face of scarce economy of Pakistan. Tourism sector of Pakistan was considered population of the study and data was collected through survey questionnaire. A total of 500 questionnaires were distributed amongst the targeted participants and 428 questionnaires were received back completed in all respect. Different validity and reliability tests were conducted. After the confirmation of the data reliability and validity, a Confirmatory Factor Analysis was conducted to evaluate the good fitness of the model. Regression assumptions tests were conducted to examine the data normality, multicollinearity, auto-correlation and homogeneity and found within the acceptable range. Multiple Regression analysis was conducted to evaluate the relationship between service quality, security situation, professionalism, infrastructure and promotion efforts and tourism development. The result indicates a significant positive association between service quality, security situation, professionalism, infrastructure and promotion efforts and tourism development. For development of tourism sector in Pakistan government must provide conducive security proof environment to tourists, best quality services by professionally train employees. Invest a
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handsome amount on tourism infrastructure and made great promotion efforts to attract sizeable tourists for economic development.
Keywords: Tourism, Service quality, security, infrastructure, professionalism & Promotion efforts INTRODUCTION In today’s fast growing economy, tourism sector has considered the most incredible contributor to the national economic. Studies found tourism sector is sustainable contributor to socioeconomic growth (Baloch, 2007; Hwang & Lee, 2019; Wakimin et al., 2018). Tourism’s plays a significant role in economic growth. The tourism development emphasized the visit of particular destination without impairing the local society/community with leaving strong positive impact on society and national economy (Tang, 2011). The development of tourism sector has found positive association with national economic growth particularly contribute to gross domestic product (GDP) and provides employment opportunities as well (Manzoor et al., 2019; Qamar&Baloch, 2017). This sector is bunch of sub-sectors that includes; restaurants, hotels/inn, transportation, food and beverages and other allied service providers. The development of tourism sector intervene the development of allied sectors like construction, capacity building, public services and education etc. According to Pham (2018), tourism sector assists to provoke foreign remittances/exchange and mitigate the gap pertaining to imbalances of trade and alleviate trade deficit. According to Baloch(2007),for national economic development the concretive measures are very essential to up-left tourism sector that attract sophistication number of tourists. Though, national economic development is largely contingent on the constructive influence of tourism sector (Pham, 2018; Njei, 2018). Taken into total, the development tourism sector significantly spillovers the development of inter-connected sectors (Banerjee et al., 2015a). The inter-related sectors with tourism sector comprised transportation, accommodations, entertainment, leisure, and nourishment and shopping. Tourism is the purposeful visit with family, friends and/or colleague to a specific destination for business, and / or recreation etc. (Hwang & Lee 2019; Peeters& Dubois, 2010). Globally tourism sector has developed for considerable contribution to national economy. Pakistan is blessed with rich tourism potential due to strong culture, history, geographical location and sessional change. Pakistan has numerous prominent tourist destinations at Swat, MalamJabba, Behrain, Kalam, Shangla, Balakot, Kaghan, Naran, Ayoubia, Murree, Chitral, GilgitBaltistan, Hunza, and Neelam valleys, other mountainous ranges, and historical and archaeological sites. Moreover Pakistan is offering diverse recreational opportunities for tourists that includes, trout fishing at GilgitBaltistan glacial water, Swat rivers, also traditional Polo tournament at Shandur, rock climbing, paragliding, and Baloch, Shah, Irshad & Qamar 76 ISSN: 2521 - 5337
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trekking in northern areas, Jeep and camel races at Cholistan desert, Wild Boar hunting, and crabbing in the Arabian Sea. However, Pakistan tourism sector is not yet matured and developed to attract local and foreign tourist to sophisticatedly contribute in national economy. Research study revealed various factors are responsible for the development of tourism sector in order to attract sizeable tourists. Although tourism has been promoted over the years due to potential contribution to GDP, however an exclusive attention is required for tourism development in the face of scarce economy (Sharpley, 2009).
Problem Statement: In the history tourism sector is starring source of creating employment opportunities and growth of national income (Malik et al., 2010). Hwang and Lee (2019), state that Korea economic growth and development is due to the increase in elderly tourism. Geographically Pakistan is blessed with remarkable landscape starting from high mountain range in north, Arabian Sea in the south and plains deserts in the center. The eyes catching natural beauty Pakistan includes northern area and Khyber Pakhtunkhwa. Historical Pakistan is richest piece of land on the earth coupled with hospitable peoples that generous to local and foreign tourists (Diplomat 2020). According to Conde Nast Traveller hailed Pakistan as “adventure traveller must-visit country”. Moreover, for the year of 2020 best holiday places Pakistan has ranked No 1 in the list of top-20 (Diplomat 2020). In the year 2019, Forbes ranked Pakistan the top-10 coolest places of visit. The British Backpacker Society has declared Pakistan the world’s third best potential adventure destination for 2020 and one of the friendliest countries on earth (Diplomat, 2020). Pakistan is nourished with tourism destination and adventure but tourist attraction ratio as meager as compared to blessing. Pakistan tourism sector is not yet matured and developed to attract local and foreign tourist in order to contribute in GDP. In this regard, till date no empirical study has been conducted to examine the development of tourism sector in the context of Pakistan. This article evaluates the factors of tourism development in Pakistan in order to contribute in national economic growth and create employment opportunities. The research objectives set for the article are: 1. To identify the factors of tourism sector development. 2. To determine the impact of identified factors on tourism development. LITERATURE REVIEW Pakistan is one of the most tourism potential country due to its varied/diversified weather condition and range of temperature exist amidst -20 degree centigrade to -50 degree centigrade. Al-Khattab and Aldehayyat (2011) reported that though, in Pakistan the tourism sector has not achieved a considerable attention due to carelessness and unhinged situation pertaining to law/rule and order and extremism. Literature claim that tourism's developmental play vital role in the national economic growth in several ways (Sharpley, 2009; Qamar&Baloch, 2017). Lodging can be considered as an industry which Baloch, Shah, Irshad & Qamar 77 ISSN: 2521 - 5337
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assumes real part in the development of tourism (Kotler&Armstrong, 2011). Literature claimed that tourism has symbiotic association with national economic development (Zhang, 2015). Further Webber (2001) state that tourism is one of the most prominent factor of that probably affect the volatility exchange rate of a country, so that the most considerable product of expense of foreign holiday comprise the expenditure at holiday destination so-called place of tourism. According to Wang (2009) the foreign exchange rates are most dominant factor of inbound tourism. In the history of tourism the classical economic theory demonstrates that high demand of tourism include goods price, marketing and promotional activities, accommodation cost and destinations political situation greatly affect foreign tourism (Croes, 2000; Uysal& Crompton, 1984). Research study revealed various factors are responsible for the development of tourism sector in order to attract sizeable tourists. According to Khan et al., (2020) in the context of Pakistan bunch of factors are responsible for development of tourism sector these includes, security, infrastructure, service quality, natural beautification, attitude of the people, Education, and destination image etc.
Service Quality and Tourism Service quality or value can be defined as "general excellence of standard or level" or "a level of superiority that is usually high" (Andersen et al., 2006). According to Malik et al. (2020) service quality comprised of service characteristics carefully thought in the ability to fulfill explicit and implicit requirements. According to Zhang et al. (2011) the furthermost vital factor affecting customer satisfaction in tourism sector as the service quality, that consequence into greater financial yield creation and long lasting competitive benefit. Service quality manipulates to attract and retain customer that boost market share (Morash&Ozment, 1994; Parket al., 2004). Customer satisfaction has always the top priority of business over the years (Rauyruen& Miller, 2007; Reichheld&Schefter, 2000) their satisfaction can be achieved with logical positive behaviour and deliver superior services (Lee et al., 2014; Parasuraman2002). It is further explained that service quality is a cognitive assessment that may lead to satisfaction (Gupta &Srivastava, 2011). Service quality depends on individual perception and/or differs from individual to individual (Ko, et al., 2013). At the same time, it is possible for some individuals that a product or service is of high quality, and for others, it will be of bad quality (Lai, 2015). According to Chen et al. (2018), service quality is mainly associated with tourism development. Literature revealed that there is a direct association between service quality and tourism development (Parasuraman, 2002). The association apparently is either through antagonistic publicizing by pulling in new customers or defensive advancing by holding the present customer base (Dominici&Guzzo, 2010). According to Soteriou and Zenios (2000) tourism sector is greatly depends on customers’ stratification that is completely subject to service quality. In this regard, service quality has a positive significant impact on tourists’ stratification Baloch, Shah, Irshad & Qamar 78 ISSN: 2521 - 5337
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(Soteriou&Zenios 2000) that contribute in economic development (Baloch, 2007). On the basis of above literature followed hypothesis has been developed: H1: There is statistically significant relationship between service quality and tourism development.
Security Situation and Tourism According to Wolfers (1952), security is the absence of threat in order to obtained values. Further defined by Baldwin (1997) security is the acquiring of values without any damage. The term security threat is not new in the history of tourism, but the existence of security threats to travel and tourism are since long time ago. Pakistan travel and tourism (2018) state the ratio of foreign v/s local tourists’ contribution in GDP as 7.4 and 92.6% respectively. The reason behind the small propensity of foreigner tourists are linked with security situation in the country (Malik et al., 2020) along with inappropriate measures of their satisfaction (Irshad, 2011; Theresia&Bangun, 2017). Terrorism adversely impact upon the all sectors of Pakistan from last decade (Irshad, 2011). Literature revealed that security and tourism are unavoidably interconnected phenomenon (Sonmez&Graefe, 1998) and security has considered the most dominant factor significantly affect the attraction of tourist to particular destination’s (Boakye, 2012). Research studies highlighted that travel and tourism are greatly affected by destination security situation, security management, risk calculation and safety (Boakye, 2012: Hall et al., 2004; Pizam& Smith, 2000; Sonmez&Graefe, 1998). The most vulnerability of foreign tourists to security situation concerns includes the 9/11 accident, the Bali bombings, the Iraq war, severe acute respiratory syndrome (SARS) combined with other considerable validate constrained the tourism with security concept (Hall et al., 2004). Fact and figures indicate that whenever the situation of tourists destination are deteriorated with regard to security threats the tourists are noticed likely to cancel their reservations/booking head toward more safe and secure place of tourism (Hall, 2010; Pizam&Mansfeld, 2006). Several studies have been conducted all over the world to calculate the capacity of tourists concerned about the destination security situation and revealed great impact the rate of flow of international tourist (Beirman,2003; Fallon, 2004; Henderson, 2003; McKercher&Hui, 2004; Pizam& Smith, 2000). Time series of studies have been conducted to examine the impact of security situation on tourism and found positive impact (Pizam&Mansfeld, 2006). On the basis of above literature findings the following hypothesis has been developed: H2: There is statistically significant relationship between security situation and tourism development.
Promotion efforts and Tourism The adoption of advertising technique to recognize the customer, expected to behave decidedly with sustainable positive relation with service provider (Sheth, Baloch, Shah, Irshad & Qamar 79 ISSN: 2521 - 5337
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&Parvatiyar, 2002). The significance of receiving a relationship promoting approach in managing customer relationship is compulsory for business (Morgan & Hunt, 1994). Customer buying decision is greatly depends on promotion and marketing efforts. The customer orientation through promotion efforts has acknowledged in literature and obviously has positive association between promotion efforts and customer (Day, 2000) pouring the product and services selection mainly depends on promotion efforts (Salojarvi et al., 2010). Promotion efforts have a significant influence on customer mental approach toward decision making (Omar et al. 2016). Customer satisfaction is based on the expectation disconfirmation point of view (Pizam et al., 2016). While utilizing, if the outcome is better or equivalent to the normal execution, at that point it demonstrates that desire has a positive check (Ramphal&Nicolaides, 2014). On the basis of above literature followed hypothesis has been developed: H3: There is statistically significant relationship between marketing/promotion efforts and tourism development.
Professionalism and Tourism According to Evetts (2003), generally professionalism is a structure of normative values performed by individual intend to exhibit a professional identity based on past experiences, expertise, scientific understandings, and education. Tourism sector mainly constitutes on hospitality, cooking and preparation of commercial meals to satisfy international tourists in order to contribute economic development (Lotte et al., 2018). Author further elaborate that for attraction of international tourists and retain sustainability loyalty tourism sector needs advance forms of professionalism. Research studies demonstrated positive impact of higher education leads to enhance professionalism in tourism sector (Hegarty, 2011; Mack, 2012; Sheldon, 1989; Woodhouse, 2016), however, this sector failed to retain a sustainable number of skilled personnel due to harsh working environment and low wages. A study conducted in the United Kingdom highlights the lack of leadership and managerial skill is the core issue of professionalism in tourism sector (Marinakou et al., 2016). Further Richardson (2008) explores that 43.6% graduate students of tourism and hospitality discipline argued that they should not start their professional life in tourism sector. What hospitality and tourism education impart to students seems far eradicated from what tourism sector actually presumes in terms of professionalism, knowledge and skills (Lugosi & Jameson, 2017; Richardson, 2008; Woodhouse, 2016). For foreign tourists, customer orientation has granted first priority in tourism professionalism followed by service quality, occupational knowledge, self-awareness on the basis of past experience, code of ethic and self-management ability (Hussey et al., 2011; Lee, 2014). According to Mulder (2004), in tourism sector professionalism has considered a generic, integrated and internalized competence to performance effectively and sustainably based on skills, knowledge,
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experience and attitudes. Based on above literature the following hypothesis has been developed: H4: There is statistically significant relationship between marketing/promotion efforts and tourism development.
Infrastructure and Tourism Infrastructure is general term that comprised basic physical systems including; communication, accommodation, water, sewage, electricity and transportation systems etc that required capital investment and high cost maintenance. In tourism sector infrastructure referred to the physical components that are established and specifically designed for tourists. Tourism sector must insure these basic facilities to attract international tourists. Research study revealed positive significant association between tourist attraction and infrastructure, the high standard of infrastructure caused high rate of tourists’ arrival (Yang et al., 2010). According to Khadaroo and Seetanah (2008) tourism infrastructure mainly focused on the accommodation being used by tourists and capacity of accommodation has directly associated with tourist arrivals. To capture tourism infrastructure, study demonstrate that quality and number of room availability at destination generate tourists’ attraction (Khadaroo & Seetanah, 2008). Literature found infrastructure is key indicator of tourism (Khadaroo & Seetanah, 2008; Yang et al., 2010). Tourists are more concerned about destination accommodation in form of campsites, sports facilities, hotels, restaurants and others (Popesku, 2011). Tourism infrastructure is the basis of tourism development, as well as a base for utilization of destination resources (Jovanovic & Ivana, 2016). Research study found strong association between infrastructure and tourism development (Adobayo & Iweka, 2014). Based on above literature the following hypothesis has been developed: H5: There is statistically significant relationship between infrastructure and tourism development.
OPERATIONAL DEFINITION a. Tourism development: It is in a nutshell efforts, strategies, techniques and research oriented theories in order to develop the tourism sector in face of scarce economies (Abdelli, 2020). b. Service quality: It is "general excellence of standard or level" or "a level of superiority that is usually high" (Andersen et al., 2006) an ability to fulfill explicit and implicit customer requirements (Malik et al. 2020). c. Security situation: The absence of threat in order to obtained values (Wolfers 1952) or acquiring something without any grave damage (Baldwin 1997).
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d. Promotion Efforts: Adoption of advertising technique to recognize the customer, expected to behave decidedly with sustainable positive relation with service provider (Sheth, &Parvatiyar, 2002). e. Professionalism: rofessionalism is structure of normative values performed by individual intend to exhibit a professional identity based on past experiences, expertise, scientific understandings, and education (Evetts, 2003). f. Infrastructure: In tourism sector infrastructure referred to the physical components that are particularly instituted and designed for tourists in a supportive manner (Khadaroo & Seetanah 2008).
THEORETICAL FRAMEWORK Tourism sector plays an effective role in the development of the country economy and in the past several countries have experienced by improving the tourism sector in order to develop the country's economy (Telfer & Sharpley, 2015). As much as theory concerned the study adopted sustainable development (SD) theory. Sustainable development theory is the combination of sustainability and development aspects of a particular sector/industry or country (Lele, 1991). According to this theory, the ecologists focused on the conservative movement idea of the 19th century up to the end of 20th century (Hall, 1998). Tourists were considered harmful to damage the social and ecology division based on their persisting environmental knowledge (Hall, 1998). However, sustainable development theory advocates that the tourism industry encourages the tourists operating firms and companies to promote the tourism sector in order to attract local as well as international tourists (Ioannides, 2001). Ioannides (2001) further explored that the International Federation of Tour Operators (IFTO) adopted sustainable and development theory as a promoting instrument to attract inter/national tourists for profit maximization. Presently, courtiers are striving to sustainably develop a national economy in order to alleviate poverty through the pro-poor tourism sector. The United Nations WTO (2005) report strongly supports the significant role of the tourism sector in the progress of the UN Millennium Development Goal of poverty alleviation (Manzoor, 2019).Set of hypotheses developed from review of literature are: H1: There is statistically significant relationship between service quality and tourism development. H2: There is statistically significant relationship between security situation and tourism development. H3: There is statistically significant relationship between marketing/promotion efforts and tourism development. H4: There is statistically significant relationship between marketing/promotion efforts and tourism development.
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H5: There is statistically significant relationship between infrastructure and tourism development.
CONCEPTUAL FRAMEWORK
Service Quality
Security Situation
Professionalism Tourism Development
Infrastructure
Promotion efforts
RESEARCH METHODOLOGY This research study is descriptive in nature based on qualitative data, so survey method has found the most appropriate method for data collection. According to Kerlinger and Lee (2000) survey is an appropriate technique of data collection when a researcher has to investigate a large size of population geographically spread over a vast area. Pakistan tourism sector has considered population for the study and purposive sampling techniques was used for sampling selection. A self-administrated questionnaire was used for data collection, before the administration of full-scale questionnaires to the target sample a pilot study was conducted to ensure the face validity and reliability of the constructs in a localized environment. A total 500 questionnaires were distributed amongst the participants through tourists’ destination front desk (so-called reception) and 428 questionnaires were received back from respondents. The collected data was analyzed through statistical software SPSS and LISREL. Reliability and validity tests were conducted to evaluate data perfection followed by regression analysis to evaluate the relationship between independent variables and dependent variable
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DATA ANALYSIS a. Descriptive Statistic Table 1: Demographic values Cumulative Description Frequency Percent Percent Male 252 58.8 58.8 Gender Female 176 41.2 100.0 17-27 years 98 22.8 22.8 Age 28-38 years 287 67.1 89.9 39 & above years 43 10.1 100.0 Pakistani 357 83.4 83.4 Nationality Foreigners 71 16.6 100.0
Peshawar 41 9.5 9.5
Abbottabad 29 6.7 16.2 SWAT 12 2.9 19.1 Galiyat 97 22.6 41.7 Naran 65 15.2 56.9
Touristdestination Chitral 88 20.6 77.5 Murre/Rawalpindi/Islamabad 96 22.5 99.4 Total 428 100.0 100.0 The above table shows the demographic detail of the population. Table shows that the percentage of men and women respondents was 58.8% and 41.2% respectively. The age group 17-27 years represents 22.8% of the total sample while the age group 28-38 represents 67.1% of the total sample. The age group of 39 and above represents 10.1%. The nationality figure in the table depict that 83.4% are Pakistani and 16.6% are foreigners’ nationality holders in the total sample. The table shows the tourists destination, figures reflect that 9.5% visited to Peshawar, 6.7% visited to Abbottabad, 2.9% visited to Swat, 22.6% visited to Galiyat, 15.2% visited to Naran, 20.6% visited to Chitral, and 22.5% visited to Murre/Rawalpindi/Islamabad.
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b. Reliability and Validity Table 2: Reliability and Validity Variable(s) Cronbach’sAlpha Number of items Service Quality .949 6
Security Situation .964 9
Professionalism .686 5
Infrastructure .859 6
Promotion Efforts .814 7
Tourism Development .861 4
The data internal reliability was measured through Cronbach’s alpha. Resultsare presented in above table show that the values of the reliability coefficient are in acceptable range for all items (Sekaran, 2003). c. Confirmatory Factor Analysis Confirmatory factor analysis (CFA) was applied to assess the fitness of the model. CFA for service quality and perceived tourism development is as follows:
Tourism .31 Service Quality .21 .21 Development
.18 X2 = 2.46, df = 1, P= .000, RMSEA=0.07 .12 CFA for security situation and perceived tourism development is as follows:
Tourism .41 Security Situation .32 .11 Development
.48 .16
X2 = 2.1, df = 1, P= .006, RMSEA=0.06
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CFA for professionalism and perceived tourism development is as follows:
Tourism .14 Professionalism .41 .39 Development
.11 .19
X2 = 2.8, df = 1, P= .000, RMSEA=0.07 CFA for infrastructure and perceived tourism development is as follows:
Tourism .34 Infrastructure .44 .56 Development
.23 .41
X2 = 2.4, df = 1, P= .000, RMSEA=0.06 CFA for promotion efforts and perceived tourism development is as follows:
Tourism .30 Promotion efforts .83 .48 Development
X2 = 2.9, df = 1, P= .000, RMSEA=0.07 .29 .51
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CFA model for all factors is as follows:
.21 Service Quality .10
.11 Security Situation .61
Tourism .42 Professionalism .47 Development
.23
.51 Infrastructure
.21
.19 Promotion efforts
X2=15.23, df =6, P=.018, RMSEA=0.074 Overall model goodness of fit Table 3: Overall model fit indices Factor model NFI AGFI RMSEA GFI RMR CFI X2/df Recommended values >.9 >.8 <.08 >.9 <.1 >.9 <.3 As per Uslu et al., (2008) Model 1 .98 .96 .07 1.0 .004 1.0 2.4 Model 2 1.03 1.0 .06 1.0 .001 1.0 2.1 Model 3 1.0 1.0 .07 1.0 .01 .99 2.8 Model 4 .96 .94 .06 .98 .01 .98 2.5 Model 5 .98 .94 .07 .94 .01 .96 2.5 Model 6 (Full Factor Model) .97 .96 .07 .95 .001 .93 2.7
All the alternative models were checked on the basis of seven fit indices as shown in table. The results of all seven indices are within acceptable range and showing good fit. Baloch, Shah, Irshad & Qamar 87 ISSN: 2521 - 5337
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d. Regression analysis Regress analysis was conducted to evaluate the relationship between dependent variable and variable. Regression analysis is a technique that helps to investigate how the value of dependent variable changes when any one of the independent variables value changed. e. Regression Assumptions The following regression assumptions are required to be satisfied prior to conducted regression analysis:
a. Normal distribution of data b. Non-existence of multicollinearity c. Non-existence of auto-correlation d. Data homogeneity
Table 4: Normality Tests Kolmogorov-Smirnova Shapiro-Wilk
Statistic Df Sig. Statistic Df Sig. Tourism development .200 428 .274 .916 428 .267
a. Lilliefors Significance Correction The above table depict that P value is greater than 0.05, showing normal distribution of data. Table 5: Homogeneityand multicollinearity Variables Leven test Collinearity Statistics Variables F Sig Tolerance VIF
Service quality 0.753 .160 .941 1.06
Security situation .219 .113 .446 2.24
Professionalism 1.34 .142 .350 2.85
Tourism Promotion efforts 2.14 .066 .521 1.92 Development Infrastructure 1.56 .345 .822 1.21
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Leven test was conducted to check the homogeneity. The P values for all variables are greater than 0.05 showing homogeneity in data.Collinearity statistics show the problem of multicolinearity. According to O'Brien and Robert (2007) values less than 0.2 shows multicolinearity problem. Values in above table are less than 0.20 showing non-existence of multicolinearity. Table 6: Durbin-Watson Statistics forauto-correlation Models Durbin-Watson IV’s------Tourism development 2.00
The test result values equal to or less than 2 shows no auto-correlation (Watson, 1951; Bhargava et al.1982; Montgomeryet al. 2001). e. Regression Model Regress analysis is conducted to identify the association between independent and dependent variables and also their direction of relationship. Table 7: Regress Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate
1 .570 .325 .323 .81112 a. Predictor: (Constant), Service quality, Security situation, Professionalism, Infrastructure and promotion efforts
Regression coefficient “R” = .570 (57%) relationship exist between service quality, security situation, professionalism, infrastructure, promotion efforts and tourism development. The coefficient of determination R2represents .325 that shows 32.5% of variation in expected tourism development is explained by service quality.
Table 6: Coefficients
Unstandardized Coefficients Standardized Coefficients
Model Β Std.Error Beta T Sig.
(Constant) -.703 .154 -4.57 .000
Service Quality .081 .032 .073 2.51 .012
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Security Situation .225 .029 .225 7.75 .000
Professionalism .300 .028 .242 10.59 .000
Infrastructure .147 .027 .125 5.37 .000
Promotion Efforts .274 .029 .226 9.35 .000
DV: Tourism Development
The coefficient (β) value shows that one percent change in service quality change 73% tourism development. The T value is found 2.51 and is significant at .012 because significance level is P<.05. This further indicates that service quality has significant positive impact on tourism development. The coefficient (β) value shows that one percent change in security situation change 22.5% tourism development. The T value is found 7.75and is significant at .000 because significance level is P<.05. This further indicates that security situation has significant positive impact on tourism development. The coefficient (β) value shows that one percent change in professionalism change 24.2% tourism development. The T value is found 10.59 is significant at .000 because significance level is P<.05. This further indicates that professionalism has significant positive impact on tourism development. The coefficient (β) value shows that one percent change in infrastructure change 12.5% tourism development. The T value is found 5.37is significant at .000 because significance level is P<.05. This further indicates that infrastructure has significant positive impact on tourism development. The coefficient (β) value shows that one percent change in promotion efforts change 22.6% tourism development. The T value is found 9.37is significant at .000 because significance level is P<.05. This further indicates that promotion efforts have significant positive impact on tourism development.
CONCLUSION AND DISCUSSION The aim of this study was to evaluate factors affecting tourism development in context of Pakistan. Pakistan tourism sector was considered a population for the study and a purposive sampling technique was applied for sampling selection. A questionnaire survey method was used for data collection. Before the administration of full-scale questionnaires to the target sample, a pilot study was conducted to ascertain the reliability of the constructs of the instrument. For this purpose, seventy questionnaires were distributed at different tourist locations. Results show the developed questionnaire is perfect for data collection. A total of 500 questionnaires were distributed amongst the
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targeted participants and 428 questionnaires completed in all respect were received back and entered into SPSS software for analysis. Validity and reliability tests were conducted. The CFA model fitness was assessed on the basis of basic indices (Bakhsh et al., 2016). The experiment results of all the models showing significance values and loadings constructs are also acceptable and all alternative models are a good fit, followed by regression assumptions that were found within an acceptable range. Regression analysis was conducted to evaluate the relationship between independent variables and dependent variable. The statistical values of regression analysis show the existence of significant positive relationship between independent variables and dependent variables. Based on regression statistics all hypotheses were accepted. Result indicates positive significant relationship between service quality and tourism development consistent with previous study of (Parasuraman, 2002). Result indicates positive significant relationship between security situation and tourism development consistent with previous study of (Boakye, 2012). Result indicates positive significant relationship between professionalism and tourism development consistent with previous study of (Hussey et al., 2011; Lee, 2014; Lugosi & Jameson, 2017; Mulder, 2004). Result indicates positive significant relationship between infrastructure and tourism development consistent with previous study of (Jovanovic&Ivana, 2016). Result indicate positive significant relationship between promotion efforts and tourism development consistent with previous study of (Salojarvi et al., 2010)
Based on study findings it is recommended in order to develop tourism sector in Pakistan government must develop soft image at international level by providing conducive security proof environment to tourists. Also work on innovation and improvement for quality service, reduce the operating costs through online booking, customer care, and cab services. Professionally train the employees of tourism sector, enhance their skills, abilities and education to graciously handle international tourists. A handsome amount is required to reserve for investment in order to improve tourism infrastructure to attract sizeable tourists for national economic development. A great promotion and marketing efforts are required to introduce national tourism destination to inter/national tourists. A research study is required to evaluate the others factors responsible for development of tourism sector. An empirical research studies are required to be conducted in different contexts and contents to examine tourism development sector based on identified factors or may couple with other factors.
REFERENCES Abdelli, M. E. A., Mansour, N., & Nabila, S. (2020). The Engineering of Territorial Tourism Study Case of Algeria.In Strategies for Promoting Sustainable Hospitality and Tourism Services (pp. 122-139).IGI Global.
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