Tourism in Pakistan is not Achieving Its Real Potential Due to a Lack of Infrastructure and Promotion

Abstract

Tourism is one of the fastest-growing industries in the world. However, in Pakistan, it is facing many problems. Pakistan has many natural and cultural resources that it can use to promote tourism. The country has the potential to attract visitors from all around the globe. Unfortunately, the government's lack of resources and dedication has led to the country's underutilization of tourism's potential. Given its importance, the study has examined the impact of traveler constraints, traveler anxiety, tourism distribution channels, and product offerings on travel intent. It also examined the moderating effect of the usefulness of advertising content on traveler intention. The study collected the sample data from travelers at Jinnah International Airport. The study found that traveler constraints and traveler anxiety negatively affect traveler intention. It also found that tourism distribution channels and product offerings positively affect travel intention. The study also supported the moderating effect of the usefulness of advertising content between product offering and travel intention. Social media and conventional news channels have distorted the country's image, and many travelers perceive it as not a safe place to visit. Tourism Bureau and the government must spend considerable resources to improve its image.