EXAMINING THE INFLUENCE OF AFFORDABILITY AND ACCESSIBILITY ON TOURIST DELIGHT

Abstract

The objectives of the study are to assess the relationship and significant influence of affordability and accessibility on tourist delight taking into account the mountain areas of Khyber Pakhtunkhwa province, Pakistan and tourists who visit these sites. This is a survey type quantitative research. Data has been collected through the questionnaires from the selected population. Stratified and convenience sampling techniques are being employed. Sample comprises of respondents from three main regions/strata consisted of Malakand division, Mansehra division and Galiyat region of Khyber Pakhtunkhwa and from each stratum data were data collected using the convenience sampling technique. The Structural Equation Modeling (SEM) was used to test relationship between variables of the study on Smart PLS 4. Results of the study show that the affordability and accessibility have significant relationship with the tourists' delight. The findings suggest that the tourist delight can be increased in the mountain tourism through the travel attributes (affordability and accessibility) have significant impact on the tourist delight.