Tourist Satisfaction Analysis Based on SEM Model – A case study of Hunza Valley

Abstract

With the development of Pakistan's tourism industry, many ecologically protected areas have experienced varying degrees of tourist-driven exploitative development, but there exists both a mutually beneficial relationship and contradictions between ecological protection and tourism development. This paper focuses on the Hunza Valley in the Gilgit-Baltistan region of Pakistan.Byconductingon-site survey questionnairesalong with SEM model analysis, the study found that the ecological tourism development in Hunza Valley has a significant impact on overall tourist satisfaction, followed by tourism infrastructure, management quality and services. The study also reveals that the transportation conditions in the area do not have a significantly impact on tourist satisfaction, and tourist satisfaction determines the repeat visitation rate. In conclusion, this research suggests that ecological tourism plays a positively significant role in the development of the tourism industry. Areas like the Hunza Valley, which primarily rely on ecological resources, should prioritize the enrichment of communication and display methods for ecological tourism, strengthen the level of tourism services and product offerings, and thus achieve the coordinated development of conservation and development under the premise of protection.