CONSUMER BEHAVIOUR IN TOURISM INDUSTRY OF PAKISTAN

This study focuses on the consumer behavior (CB) in travel and tourism industry of Pakistan. The aim of this paper was to identify determinants that have an impact on consumer behavior in travel and tourism industry around Pakistan. This study deals with different determinants that will help to understand changing consumer behavior in travel and tourism industry. Literature is reviewed for this purpose. Simple random sampling technique is used to collect data from 50 respondents. The study reveals that growth in tourism industry of Pakistan can establish new ways of businesses in the country which ultimately leads to revenue generation, job opportunity and foreign investments. Key words: Consumer Behavior (CB), tourism, tourism, revenue generatio