Factors Persuading Tourists to Visit SWAT Valley, Pakistan

The study identified the factors that persuade tourists (local or international) to visit SWAT, Khyber Pakhtunkhwa, Pakistan and whether these successfully created positive behavioural intentions among visitors. In total, 684 responses from local international were collected through a questionnaire survey. analysed by employing PLS-SEM technique on SMARTPLS software. Results revealed most are satisfied with destination brand, attraction, hospitality, entertainment given SWAT's people & government. These create future behaviour (i.e., intention recommend revisit) visitors, except transportation which is only element failed attract due inadequate mechanisms in SWAT. This highlighted Tourism Development Corporation (PTDC), being responsible authority for tourism-related matters, still needs improve develop tourist destinations sustain tourism. pioneer attempt identify Pakistan, using Likert scale survey questionnaire.