Abstract:
The Tourism is a growing industry in Pakistan. It is one of the prime destinations which has so many diverse places to visit. It has a range of mountains with ethnic views, breathtaking sceneries, beautiful lakes, cultural and heritage sites etc. According to Wikipedia resources, in 2020 Pakistan was ranked as the best holiday destination. It was also ranked as the third-highest adventure tourism sites which has the greatest potential to attract tourist in the year 2020. Therefore, it is mandatory to consistently maintain the quality of the services received by the tourists. To address all such issues related to the quality of the tourism, this research aims to determine the effect of service quality in leisure tourism on tourists' perceived value and loyalty. Data was collected from 375 local and foreign tourists. Structural Equation Modelling was used through Smart PLS 4 to check structural relationships of multiple variables. The study found that economic, emotional, functional and social values significantly impact tourist contentment, with a subsequent positive effect on tourist loyalty. Hospitality and food quality positively influence loyalty, while accessibility, accommodation, transportation, and safety and security did not show significant impacts. The results also reveal a unique inverse association between transportation and social value.
