Abstract
Travel and tourism has been one of the worst-hit industries and the most hard-hit tourism destinations included Sawat, Dir, Chitral triangle of Khyber Pakhtunkhwa (KP) where militancy has not only dissuaded the tourists from touring the area rather destroyed the infrastructure as well. Pakistan had no option but to revive back the local economy through travel and tourism. Besides the rebuilding of infrastructure the revival of the tourism called for revival of psychosocial confidence in public to resume tourism without any fear or constraint. The research investigates the role of customer relationship management in reviving and promoting tourism in the triangle in post terrorism milieu. The research population includes all types of tourists visiting triangle area and registered with tour operators, hotels or district administration. A questionnaire was administered which recorded a total of 241 responses from inbound and outbound tourists. The theoretical framework proposed in the current study was tested using structural equation modelling. The results revealed that relationship management, service quality, interaction management, employee behaviour, hotel image, hotel brand, product price and ambience factor are found as significant predictors of tourism revival in the triangle.

Qadar Bakhsh Baloch, Sourath Maher, Syed Mohsin Ali Shah. (2020) TOURISM REVIVAL THROUGH CUSTOMER RELATIONSHIP IN SWAT, DIR & CHITRAL TRIANGLE, Pakistan , Volume 56, Issue 1.
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