Abstract
Advocacy is very important and influential element in the marketing to
attract customers. In the tourism industry it play fundamental role to
promote the industry. This study focus on the model of tourist advocacy
in a risky situation. The model of advocacy was checked by empirical
type of research study in which primary data was analyzed. The results
shows that the tourist advocacy is determined by factors like perceived
destination awareness as independent and tourist satisfaction as a
mediator. But Terrorism Risk is the moderator which negatively affects
the relationship and creates negative word of mouth in the tourists. All
the hypothesis were significant and positive and accepted. Managers
were detailed to collect the data from the tourists in 45 sample hotels
and 665 questionnaires were filled and included in the analysis of the
study. The results of this research study will be very helpful to the
managers to create tourist advocacy in the tourists which bear no cost
to promotion. The results will also be very helpful for Tourism
department to make policy that very effective to generate positive word
of mouth about the destination swat. Future research recommendations
are given at the end of research report.
Shams - Ur - Rehman, Abdul Qayyum. (2015) Tourist Advocacy: Positive Role of Tourist Satisfaction and Negative Role of Terrorism Risk, Abasyn Journal of Social Sciences, Volume-08, Issue-2.
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