Consumer Perceptions and Willingness to Pay for Luxury Tourism in Pakistan's Northern Regions


  • Zaki Hasan Assistant Professor, Ziauddin University, Pakistan Author
  • Sumera Mehmood Lecturer, Iqra University, Pakistan Author
  • Dr. Munaza Bibi Assistant Professor, Bahria University, Pakistan Author
  • Raza Ali Vice President, National Bank Pakistan, Pakistan Author
  • Syeda Zeerak Senior Lecturer, Ziauddin University, Pakistan Author
  • Ghulam Murtaza Senior Lecturer, Ziauddin University, Pakistan Author
  • Abdul Haseeb MS Student, SZABIST, Pakistan Author
  • Muhammad Tayyab Siddiqui BSCS Student, Newport University Author



Self Congruity, Destination Brand Identification, Destination Brand Attachment, Destination Brand Quality, Tourist Satisfaction, Tourist Expectations, Willingness to Pay Premium Price


This study aimed to investigate the dynamics of Luxury Tourism in the Northern Areas of Pakistan. The selected tourist destinations were PC Bhurban, Luxus Hunza, and PC Malam Jabba. A questionnaire adapted from the previous studies was administered to the on-site tourists to reveal their perceptions, preferences, and behaviours concerning luxury tourism experiences. A sample size of 375 tourists was drawn via simple random sampling. Each participant was asked to complete a 25-item questionnaire. The researcher used SMART PLS 4.0 software to analyse the data using SEM with Partial Least Squares analysis. This research was conducted to find the relationship between self-congruity, destination brand quality, brand identification and factors associated with tourist satisfaction, and willingness to pay a premium price. By considering elements of previous studies and using sophisticated statistical tools, the current research contributed to the improvement of marketing policies and destination management policies of luxury tourism in Pakistan.


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How to Cite

Hasan, Z. ., Mehmood, S. ., Bibi, M. ., Ali, R. ., Zeerak, S. ., Murtaza, G. ., Haseeb, A. ., & Siddiqui, M. T. . (2024). Consumer Perceptions and Willingness to Pay for Luxury Tourism in Pakistan’s Northern Regions. Bulletin of Business and Economics (BBE), 13(2), 207-214.

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