Impact of Supply Components-4As on Tourism Development: Case of Central Karakoram National Park, Gilgit-Baltistan, Pakistan

Rehmat Karim, Normah Abdul Latip, Azizan Marzuki, Attaullah Shah, Faqeer Muhammad
International Journal of Economics and Business Administration, Volume IX, Issue 1, 411-424, 2021
DOI: 10.35808/ijeba/682


Purpose: This research is aimed to find out tourism supply components known as the 4As. Accommodation, Access, Amenities and Attractions for the tourism development in the Central Karakoram National Park, Gilgit-Baltistan, Pakistan. Design/Methodology/Approach: To carry out the current study, a total of 509 self-administered questionnaires were distributed among the tourists to collect the data which was analysed by using SPSS and Partial Least Square (PLS). PLS-SEM was applied to find out the relationship between variables and test the strength of the proposed model. Findings: The study concludes that two variables have significant impact on tourism development while other two identified with insignificant impact on tourism development in the Central Karakoram National Park, Gilgit-Baltistan Pakistan. Practical implications: Tourism development is linked with increasing the accommodation, facilities, and advertisement whereas the current study includes all the required components which helps in developing tourism at destination. Originality/value: The importance of infrastructure development as the basis for the tourism development whereas current research further strengthens this idea by exploring and including more components in it.

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