Abstract:

This study aims to assess tourists’ perception towards quality tourism services provided at swat valley Khyber Pakhtunkhwa, Pakistan after the post-military operation against militants and terrorist activities. In this study, a theoretical framework was proposed to test the direct relationship between destination facilities, destination accessibility, destination attractions, and tourist satisfaction and also on the moderating effect of destination safety and security. An approach involving confirmatory factor analysis and the structural equation modeling was used for analysis. Data from 352 tourists indicate a significant positive relationship between the destination facilities and tourist satisfaction, and also a significant positive correlation between destination attractions and tourist satisfaction while a negative correlation between destination accessibility and tourist satisfaction. Destination safety and security significantly moderated the relationship. This study provided some theoretical and managerial suggestions based on the results to academicians and tourism sector, the scholars presented recommendations for further studies, and he discussed the main limitations in this study.