A tourism destination’s consumption depends upon a wide-ranging needs and motivations shaped by a complex mix of factors representing consumer’s social environment, personality, family or personal experiences and pleasure drives. Tourists like others put value on tranquility and safety for the enjoyment of the pleasures and activities offered by tourist destinations. Terrorism is causing significant decrease in tourists’ utility of tourism products. The evaluation of a tourism destination in terms of consumer utility loss can be effective for rehabilitation exercise and planning of resources. Pakistan is a frontline state in war on terror since September 11, 2001. Tourism industry is badly hit in the country as local and foreign tourists avoid travelling and visiting public places due to safety concerns. This study investigates terrorism impacts on consumer’s utility of Taxila, Pakistan. Taxila is a UNESCO listed archaeological heritage site and tourist destination having a number of Buddhist monasteries, excavated ruins of ancient cities and a site museum. The study uses consumers’usage data and terrorism causalities figures collected from Taxila Museum and international databases, respectively. The study focuses on terrorismincidents occurring allover country and its impact of local and foreign visitor arrivals at Taxila. The analysis of the data is carried out by using statistical concepts like ANOVA, multivariate regression and time series using SPSS 17 software. The result shows utility of Taxila by local and foreign visitor’s dropped signficantly. Moreover, foreigners displaymore sensitivity to frequency of terror incidents then locals, who react rather seriously to the intensity of such incidents.
Abstract
I. Introduction
II. Literature Review
III. Research Method
IV. Discussion
V. Conclusion
References
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