TOURIST SATISFACTION AND SERVICE QUALITY IN NORTHERN PAKISTAN: A CASE STUDY OF GABRAL VALLEY, SWAT KOHISTAN

Abstract

This study examines the levels of visitors’ satisfaction and service quality in northern Pakistan with particular focus on the Gabral Valley in Swat Kohistan. Despite the limited research on visitors' experiences and service levels, the area is recognized for its natural beauty, which is increasingly becoming a popular tourist attraction. This study's main objectives are to identify the level of satisfaction of visitors and quality of services provided, including accommodation, transport, food and beverages, and local facilities. The study also aims to identify the key factors which influence visitors' overall impressions in the area. The data was collected through structured questionnaires in Gabral Valley where the study was conducted. Demographic data, travel habits, pleasure levels, and opinions of service quality were all included in the questionnaire. The data collected were analyzed using simple statistical methods such as percentages and graphical representation. The study's conclusions show that the standard of the infrastructure and services offered is directly related to visitor happiness. The area is of high natural value and cultural diversity for tourists, but there are also issues with facilities and services delivery. To boost the enjoyment by tourists and to promote sustainable tourism development in the area, the study suggests strengthening the infrastructure and the tourism services of the Gabral Valley.