The Effect of Service Quality in Leisure Tourism on Tourists’ Perceived Value and Loyalty

Abstract

The Tourism is a growing industry in Pakistan. 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. Variables included Loyalty of tourists, Tourist Contentment, Perceived Values and Determinants of quality of tourism. Results concluded that providing tourists with better quality accommodations can yield economic, functional, and social benefits, with social value stemming from a combination of policies, procedures, resources and inputs. Key factors contributing to positive impacts include hospitality, accommodation, safety and security and restaurant food quality. Govt. of Pakistan should give attention to these factors but rest of the other factors should also not be ignored. By prioritizing quality accommodations, good food a nd welcoming hospitality, Pakistan can bring betterment in economic conditions.