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Exploring the Pathways to Tourist Loyalty in Pakistani Tourism Industry: The Role of Destination Image, Service Quality, E-WOM, and Social Media

Author

Listed:
  • Afshan Rahman

    (Garden Campus, Institute of Business Studies and Leadership, Abdul Wali Khan University, Mardan 23200, Pakistan)

  • Naveed Farooq

    (Garden Campus, Institute of Business Studies and Leadership, Abdul Wali Khan University, Mardan 23200, Pakistan)

  • Muhammad Haleem

    (Department of Computer Science, Kardan University, Kabul 1003, Afghanistan)

  • Syed Mohsin Ali Shah

    (Garden Campus, Institute of Business Studies and Leadership, Abdul Wali Khan University, Mardan 23200, Pakistan)

  • Hatem El-Gohary

    (College of Business and Economics, Qatar University, Doha 2713, Qatar)

Abstract

Tourism plays a pivotal role in Pakistan’s economic landscape. Understanding the drivers of tourist loyalty is paramount for sustainable growth. This study delves into the factors influencing tourist loyalty within Pakistan’s tourism sector, examining the destination image, service quality, electronic word of mouth, and tourist satisfaction. Data sourced from a tourist survey at popular Pakistani destinations unveil significant relationships and mediation effects. The results underscore that a positive destination image and superior services directly impact tourist loyalty. Furthermore, electronic word of mouth and tourist satisfaction mediate these relationships, highlighting how positive perceptions and satisfaction bolster loyalty. Social media also exerts a moderating influence on the destination image, service quality, and tourist loyalty dynamics. These findings offer crucial insights for tourism stakeholders and destination marketers to refine strategies. By enhancing its destination image, delivering exceptional services, and leveraging social media, Pakistan can both attract and retain tourists, bolstering its tourism sector’s growth and prosperity. This study contributes to the existing literature and offers practical guidance for promoting tourism in developing nations like Pakistan.

Suggested Citation

  • Afshan Rahman & Naveed Farooq & Muhammad Haleem & Syed Mohsin Ali Shah & Hatem El-Gohary, 2023. "Exploring the Pathways to Tourist Loyalty in Pakistani Tourism Industry: The Role of Destination Image, Service Quality, E-WOM, and Social Media," Sustainability, MDPI, vol. 15(24), pages 1-21, December.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:24:p:16601-:d:1295064
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    References listed on IDEAS

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    1. Dian Prihardini Wibawa & Yanto Yanto & Ariandi Zulkarnain, 2025. "How destination image and trust mediate e-WOM's impact on halal tourism intentions," Jurnal Ekonomi & Keuangan Islam, Faculty of Economics, Universitas Islam Indonesia, vol. 11(1), pages 29-46.
    2. Mohamed Soliman & Tawat Noipom & Muhammadafeefee Assalihee & Arunneewan Buaniew & Ahmad Albattat, 2025. "From Trust to Triumph: What Drives Tourists to Recommend Thailand’s Hidden Cultural Gems?," Tourism and Hospitality, MDPI, vol. 6(2), pages 1-28, May.

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