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

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  • Rehmat Karim
  • Normah Abdul Latip
  • Azizan Marzuki
  • Attaullah Shah
  • Faqeer Muhammad

Abstract

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.

Suggested Citation

  • Rehmat Karim & Normah Abdul Latip & Azizan Marzuki & Attaullah Shah & Faqeer Muhammad, 2021. "Impact of Supply Components-4As on Tourism Development: Case of Central Karakoram National Park, Gilgit-Baltistan, Pakistan," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 411-424.
    • Handle: RePEc:ers:ijebaa:v:ix:y:2021:i:1:p:411-424
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    3. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
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    Cited by:

    1. Rehmat Karim & Normah Abdul Latip & Azizan Marzuki & Sajjad Haider & Memoona Nelofar & Faqeer Muhammad, 2021. "The Impact of 4Ps Marketing Mix in Tourism Development in the Mountain Areas: A Case Study," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(2), pages 231-245.

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