Project: - “The impact of tourism on the Hotel Industry of Pakistan”.

Abstract: -
This project dives into the story of tourism and its impact on hotels in Pakistan. We want to
understand how the growing number of tourists affects the hotels we stay in, from the
economic side to the way hotels adapt to changing needs. We're using a mix of numbers and
stories. We're looking at data on things like how many tourists come and how full hotels are.
At the same time, we're talking to people who know a lot about hotels – managers, experts,
and others – to get the full picture. We're focusing on a few big questions: How does tourism
help hotels make money? What rules or help from the government make a difference? And
how do hotels change to make sure tourists keep coming back? We also want to look at the
not-so-obvious stuff. How does tourism affect the culture and environment around the hotels?
Are there any problems we need to solve to make sure everyone benefits? Our hope is that
by figuring out how tourism and hotels work together, we can help make better choices for the
future. We want to make sure Pakistan stays an awesome place for people from all over the
world to visit and enjoy.
INTRODUCTION: -
Tourism is a powerful force shaping the landscapes of nations, both economically and
culturally. In the heart of South Asia, Pakistan stands as a country rich in history, diverse
landscapes, and a tapestry of cultures. As the tourism industry gains momentum globally,
the impact on individual sectors within a country becomes increasingly significant. One such
sector deeply intertwined with the fortunes of tourism is the hotel industry. This project
delves into the intricate relationship between tourism and the hotel industry in Pakistan,
seeking to unravel the complexities, opportunities, and challenges that define this symbiotic
connection.

The allure of Pakistan as a tourist destination lies in its breath-taking mountain ranges,
historical treasures, and vibrant local traditions. As the country endeavours to position itself
on the global tourism map, the hotel industry becomes a critical player, acting as the primary
facilitator for the influx of travellers. This project aims to scrutinise how the burgeoning
tourism in Pakistan influences the hotel industry – from the dynamics of demand and supply
to the transformative effects on service standards, infrastructure, and economic growth.

Amidst this exploration, we will navigate the various dimensions of the impact, considering
factors such as changing consumer preferences, technological advancements, and the role
of sustainability in shaping the future landscape of both tourism and the hotel industry. By
comprehensively understanding these dynamics, we can unveil insights that not only shed
light on the current state of affairs but also pave the way for strategic planning and policy
considerations.

As we embark on this journey of analysis, it is our endeavour to provide a nuanced

understanding of how the evolving tourism landscape in Pakistan is influencing the hotel
industry, unravelling the opportunities that lie within, and addressing the challenges that
must be navigated to ensure sustainable growth. In doing so, we aim to contribute to the
broader discourse on the intersection of tourism and the hospitality sector, offering valuable
insights for industry stakeholders, policymakers, and anyone with a vested interest in the
dynamic evolution of Pakistan's tourism and hotel industry.
In recent years, Pakistan has witnessed a concerted effort to reposition itself as an emerging
tourist destination, showcasing its natural wonders like the towering peaks of the Himalayas
and Karakoram ranges, the serene valleys of Swat and Hunza, and the historical richness of
cities like Lahore and Karachi. This surge in tourism brings forth a pressing need for the
hotel industry to not only accommodate the influx of visitors but also to adapt to the changing
expectations of a globalised and diverse clientele.
Tourism: -

Tourism is a multifaceted industry that involves the movement of people from one place to
another for recreational, leisure, or business purposes. It plays a crucial role in the global
economy, contributing significantly to the GDP of many countries. The tourism sector
encompasses a wide range of activities, including transportation, accommodation,
attractions, and entertainment.

One of the key aspects of tourism is the exploration of new destinations, which can be
motivated by a desire to experience different cultures, natural landscapes, historical sites, or
simply to relax and unwind. The tourism industry has evolved over the years, influenced by
technological advancements, changing consumer preferences, and global connectivity.

Tourism can take various forms, such as domestic tourism, where individuals explore
attractions within their own country, and international tourism, which involves travel across
borders. The industry has both positive and negative impacts on destinations. While it can
stimulate economic growth, create job opportunities, and foster cultural exchange, it may
also contribute to environmental degradation, cultural commodification, and social issues.

Sustainable tourism practices have gained prominence as a response to the environmental

and social challenges associated with tourism. These practices aim to minimise the negative
impacts of tourism while maximising the positive ones. Responsible tourism involves being
mindful of local cultures, supporting local economies, and promoting conservation efforts.

In recent years, the rise of digital platforms has transformed the way people plan and
experience their trips. Online travel agencies, social media, and travel apps have made
information more accessible, allowing tourists to customise their experiences and connect
with like-minded travellers.

Tourism is a dynamic and influential industry with far-reaching effects on economies,

cultures, and the environment. As the world continues to evolve, the tourism sector will likely
adapt to new trends and challenges, shaping the way people explore and engage with the
world around them.

In recent years, there has been a growing emphasis on community-based tourism and
ecotourism, which prioritise environmental conservation and community well-being. These
approaches aim to create a positive impact on local economies while preserving natural and
cultural-resources.
Hotel Industry: -
The hotel industry is a vital component of the broader hospitality sector, encompassing
establishments that provide lodging, accommodation, and related services for travellers and
tourists. It plays a crucial role in the global economy, contributing significantly to
employment, tourism, and local economies. The hotel industry includes a diverse range of
establishments, from budget motels to luxury resorts, each catering to different segments of
the market.

Key features of the hotel industry include:

Accommodation Services: Hotels offer a variety of accommodation options, ranging from

standard rooms to suites, to meet the diverse needs and preferences of travellers.
Hospitality Services: In addition to providing a place to stay, hotels often offer hospitality
services such as restaurants, bars, room service, and amenities like gyms, swimming pools,
and spas to enhance the overall guest experience. Diversity of Offerings: The industry caters
to a wide range of customers, from budget-conscious travellers seeking basic amenities to
luxury travellers looking for high-end experiences. This diversity allows the industry to adapt
to different market segments.

Global Presence: Hotels are found in nearly every corner of the globe, serving both domestic
and international travellers. Major cities, tourist destinations, and business hubs are often
focal points for hotel development. Technology Integration: The hotel industry has embraced
technology to streamline operations and enhance guest experiences. Online booking
systems, mobile check-ins, and smart room technologies are increasingly common in
modern hotels.

Economic Impact: The hotel industry significantly contributes to the economic growth of
regions by generating employment, attracting tourism, and stimulating local businesses.
Competitive Landscape: Intense competition within the hotel industry has led to innovations
in service offerings, marketing strategies, and loyalty programs as establishments vie for
market share. Challenges: The hotel industry faces challenges such as fluctuations in
tourism, changing consumer preferences, and the need to adapt to global crises, such as the
impact of the COVID-19 pandemic.
Purpose of Study: -

1.Economic Impact Assessment:

One primary purpose of studying the impact of tourism on the hotel industry in Pakistan is
to assess the economic implications. This involves examining the financial contributions
made by tourism to the hotel sector, such as revenue generation, job creation, and the
overall economic growth stimulated by the influx of tourists. Understanding the economic
impact helps policymakers, investors, and industry stakeholders make informed decisions to
enhance the positive economic outcomes and mitigate potential negative consequences.

2.Infrastructure and Service Development:

Studying the impact of tourism on the hotel industry allows for an analysis of the
corresponding changes in infrastructure and service development. As tourism grows, there is
often an increased demand for accommodation and related services. This necessitates the
development and improvement of hotel infrastructure, transportation networks, and other
amenities. The study aims to identify areas where investments and improvements are
needed to meet the evolving needs of the tourism industry and enhance the overall
experience for visitors.

3.Cultural and Social Effects:

Another important purpose is to evaluate the cultural and social effects of tourism on the
hotel industry in Pakistan. Tourism can bring cultural exchange and diversity, but it may also
pose challenges related to cultural preservation and social dynamics. The study seeks to
understand how the hotel industry adapts to and influences cultural and social aspects,
examining issues such as cultural heritage preservation, community involvement, and the
impact on local lifestyles. This knowledge is crucial for ensuring sustainable tourism
practices that respect and benefit local communities.

4.Environmental Sustainability:

The study of tourism's impact on the hotel industry should also address environmental
sustainability. Increased tourist activity can lead to environmental challenges such as
overuse of natural resources, waste generation, and pollution. Researchers aim to assess
the environmental footprint of the hotel industry and tourism activities, identifying best
practices and areas for improvement. This knowledge can guide the development of
sustainable tourism policies and practices to minimise negative environmental impacts and
promote long-term environmental stewardship.
Literature Review: -
The interplay between tourism and the hotel industry in Pakistan holds immense significance
for the nation's economy. As the tourism sector expands, so does the influence on the hotel
industry, forming a symbiotic relationship that shapes the landscape of both domains. This
intricate connection underscores the need to explore the various dimensions of this impact,
delving into the historical evolution, current state, positive contributions, and challenges
faced by the hotel industry in the wake of Pakistan's burgeoning tourism.

Historical Evolution of Tourism and Hotels in Pakistan: -

Pakistan's tourism and hotel industry have deep historical roots, intertwined with ancient
trade routes and the rich cultural heritage of the region. From the times of the Silk Road to
the modern era, the hotel industry has evolved in response to changing patterns of tourism.
Understanding this historical context is crucial for comprehending the present landscape and
anticipating future trends.

The Current Landscape of Tourism in Pakistan: -

Currently, Pakistan is experiencing a resurgence in tourism, with diverse attractions drawing
attention from global travellers. From the scenic beauty of northern areas to historical
landmarks and cultural sites, the influx of tourists significantly impacts the hotel industry.
Understanding the types of tourists and the distribution of their preferences across the
country is vital for strategic planning within the hotel sector.

The hotel industry plays a crucial role in the tourism sector, as it provides accommodation
and services to tourists. Understanding the impact of tourism on the hotel industry is
essential for the development and growth of the hospitality sector in Pakistan. This literature
review aims to synthesise the available research findings on the topic and identify
knowledge gaps for future research.

One study by Saleem and Raja (2014) explores the impact of service quality on customer
satisfaction, customer loyalty, and brand image in the hotel industry of Pakistan. Although
this study does not directly address the impact of tourism on the hotel industry, it provides
insights into the factors that influence customer satisfaction and loyalty. The findings suggest
that service quality significantly affects customer satisfaction and loyalty, which are crucial
for the success of hotels in Pakistan.

Another study by Fitzpatrick et al. (2013) discusses the value-creating assets in tourism
management, specifically applying marketing's service-dominant logic in the hotel industry.
While this study does not focus on the impact of tourism on the hotel industry of Pakistan, it
highlights the importance of understanding the value creation process in the hotel sector.
The findings emphasise the need for hotels to adopt a customer-centric approach and create
value for customers to enhance their competitiveness.
Arshad et al. (2018) conducted a review of the challenges faced by the tourism industry in
Pakistan. Although this study does not directly examine the impact of tourism on the hotel
industry, it provides insights into the overall tourism landscape in the country. The findings
highlight various challenges, such as security concerns, infrastructure limitations, and lack of
marketing efforts. These challenges indirectly affect the hotel industry and suggest the need
for further research to explore their specific impact.

The COVID-19 pandemic has had a significant impact on the tourism industry globally. Foo
et al. (2020) conducted a study on the impact of COVID-19 on the tourism industry in
Malaysia. While this study does not focus on Pakistan, it provides insights into the
challenges faced by the hotel industry during a crisis. The findings highlight the decline in
tourist arrivals, cancellations of bookings, and financial losses experienced by hotels. These
findings suggest the need for further research to understand the specific impact of the
pandemic on the hotel industry of Pakistan.

Ranasinghe et al. (2020) conducted a study on the impacts of the COVID-19 pandemic on
the tourism, hotel, and MICE (Meetings, Incentives, Conferences, and Exhibitions) industry
in Sri Lanka. Although this study does not directly address the impact of tourism on the hotel
industry of Pakistan, it provides insights into the challenges faced by the hotel sector during
a crisis. The findings highlight the need for hotels to adapt to new health and safety
protocols, implement digital technologies, and explore domestic tourism opportunities. These
findings suggest potential areas of research for understanding the impact of the pandemic
on the hotel industry of Pakistan and identifying strategies for recovery.

Economic Growth and Revenue Generation: -

Tourism contributes significantly to economic growth, translating into increased revenue for
the hotel industry. Regions experiencing high tourist footfall witness a surge in economic
activities, benefiting hotels through increased bookings and operational revenue. Job
Creation and Employment Opportunities: -The hotel industry plays a pivotal role in job
creation, offering employment opportunities across various skill levels. From managerial
positions to service-oriented roles, hotels contribute to reducing unemployment rates in the
areas influenced by tourism.

Technological Advancements and Innovation: -

The demand from tourists acts as a catalyst for technological advancements within the hotel
industry. Innovative solutions, ranging from automated check-ins to personalised services,
enhance the overall guest experience and distinguish hotels in a competitive market.
Cultural Exchange and International Collaboration: -Hotels serve as conduits for cultural
exchange, fostering interactions between tourists and local communities. Moreover,
international collaborations between Pakistani hotels and global hospitality chains enhance
service standards and contribute to the global tourism landscape.
Infrastructure Development and Improved Services: -
Tourism-driven demand often results in improved infrastructure and services, benefiting both
tourists and local residents. Hotels actively contribute to the development of essential
amenities, creating a more conducive environment for economic activities. Promotion of
Sustainable Practices Hotels are increasingly adopting sustainable practices, aligning with
global efforts to minimise environmental impact. From energy-efficient infrastructure to waste
reduction strategies, the hotel industry in Pakistan is embracing environmentally responsible
practices. Fostering International Business and Trade: -Hotels serve as hubs for
international business travellers and conferences, contributing to global business and trade
networks. This fosters economic growth not only within the hotel industry but also in the
broader context of international commerce. Cultural Preservation and Heritage Conservation
:-In culturally rich areas, hotels contribute to the preservation of local heritage. By
incorporating traditional architectural styles and engaging in initiatives that promote cultural
preservation, hotels become integral to conserving the cultural identity of a region.

Over-Tourism and Infrastructure Strain:

Popular tourist destinations in Pakistan may face challenges of over-tourism, leading to
strain on local infrastructure and potential degradation of the tourist experience. Hotels in
these areas may find it challenging to manage the increased demand. Price Inflation in
Popular Tourist Hubs: -The influx of tourists can lead to price inflation in popular tourist hubs,
affecting the affordability of hotels. This poses challenges for budget travellers and raises
concerns about maintaining an inclusive tourism model. Environmental Degradation in
Ecotourism Hotspots: -Ecotourism hotspots may witness environmental challenges due to
the impact of hotels and tourism activities. Striking a balance between promoting tourism
and preserving fragile ecosystems becomes crucial in these areas. Cultural Commodification
and Homogenization: - The hotel industry, in catering to tourist preferences, may
inadvertently contribute to the commodification of local cultures. Striking a balance between
commercial appeal and preserving authentic local cultures is a complex challenge.

Resource Depletion and Strain on Infrastructure: -

Increased tourist footfall can strain local resources and infrastructure, leading to challenges
in waste management, water supply, and energy consumption. Sustainable resource
management becomes imperative for hotels operating in these environments. Increased
Risk of Natural Disasters and Security Concerns Hotels may face increased risks related to
natural disasters and security concerns, impacting the safety of tourists and the overall
stability of the hotel industry in regions prone to such risks. Cultural Clashes and Social
Tensions Interactions between tourists and local communities can sometimes lead to cultural
clashes and social tensions. This can impact the reputation of hotels and create challenges
in maintaining a positive atmosphere. Loss of Authenticity in Tourist Experiences The mass
appeal of certain tourist experiences may lead to a loss of authenticity. Hotels need to
carefully balance commercial success with preserving the unique cultural aspects that attract
tourists in the first place. Dependency on Tourism and Economic Vulnerability Regions
heavily dependent on tourism may face economic vulnerabilities during downturns or global
crises. The stability of the hotel industry becomes intertwined with the broader economic
conditions of the area. Pressure on Local Workforce and Housing The influx of tourists can
place pressure on the local workforce and housing market. Hotels need to address these
challenges to maintain a balanced labour market and ensure sustainable growth.

Community-Based Tourism Initiatives Promoting community-based tourism initiatives

ensures that local communities actively participate in and benefit from the tourism value
chain. Examples of successful projects showcase the potential of empowering local
residents. Integration of Technology for Sustainable Practices Leveraging technology is
crucial for implementing sustainable practices within hotels. From energy-efficient systems to
smart management solutions, technology plays a pivotal role in minimising the
environmental impact of hotels. Government Policies and Regulations Government policies
and regulations are instrumental in shaping the trajectory of sustainable tourism and hotel
management. Success stories from countries with effective policies illustrate the positive
outcomes of a well-regulated tourism industry. Future Trends and Challenges The future of
the hotel industry in Pakistan is marked by emerging trends and potential challenges. From
the integration of advanced technologies to evolving consumer preferences, hotels need to
adapt to stay competitive. Anticipating challenges, such as climate change impacts and
geopolitical considerations, will be essential for strategic planning.

VIII. Conclusion: -
In conclusion, while the specific impact of tourism on the hotel industry of Pakistan is not
directly addressed in the available research findings, several studies provide insights into
related aspects. These findings emphasise the importance of service quality, value creation,
and customer satisfaction in the hotel industry. Additionally, the challenges faced by the
tourism industry and the impacts of the COVID-19 pandemic on the hotel sector highlight the
need for further research to understand the specific impact of tourism on the hotel industry of
Pakistan and identify strategies for sustainable growth and recovery. Future research could
explore the relationship between tourism demand and hotel occupancy rates, the role of
marketing and branding in attracting tourists, and the potential of sustainable practices in
enhancing the competitiveness of hotels in Pakistan. The impact of tourism on the hotel
industry in Pakistan is a multifaceted phenomenon. The positive contributions, including
economic growth, cultural exchange, and technological advancements, underscore the
transformative potential of a thriving tourism sector. Simultaneously, the challenges, ranging
from over-tourism to environmental degradation, necessitate a nuanced and sustainable
approach. Balancing commercial success with responsible practices is paramount for
ensuring the long-term viability of the hotel industry and fostering a harmonious relationship
between tourism and local communities. Continued research, collaboration, and proactive
management strategies will be instrumental in navigating the evolving dynamics and
ensuring the enduring success of the hotel industry in Pakistan's dynamic tourism
landscape.
 Positive Impacts of Tourism on the Hotel Industry of Pakistan:

1. Revenue Growth and Increased Occupancy Rates:

Increased tourism leads to higher demand for accommodations, resulting in increased
revenue and higher occupancy rates for hotels across Pakistan.

2. Job Creation:
The tourism boom creates employment opportunities in the hotel industry, contributing to
economic development and reduced unemployment in Pakistan.

3. Diversification of Hotel Types:

To cater to diverse tourist preferences, the hotel industry in Pakistan is diversifying with the
emergence of boutique hotels, eco-lodges, and heritage accommodations.

4. Infrastructure Development:
The influx of tourists necessitates infrastructure development, benefiting hotels through
improved transportation and accessibility in Pakistan

5. Cultural Exchange and Learning:

Hotels often act as cultural ambassadors, facilitating cultural exchange between tourists and
local communities of Pakistan, thereby promoting cross-cultural understanding.

6. Promotion of Local Cuisine and Crafts:

Tourist’s interest in experiencing local culture leads to increased demand for authentic
cuisine and traditional crafts, which hotels can incorporate into their offerings.

7. Investment Opportunities:
A thriving tourism industry attracts both domestic and foreign investments in the hotel
sector, stimulating growth and development of Pakistan.

8. Sustainable Practices:
 The need to protect Pakistan's natural beauty encourages hotels to adopt sustainable
practices, reducing their environmental footprint.

9. Government Support:
Government incentives and policies to promote tourism further boost the hotel industry,
such as tax breaks and infrastructure development in Pakistan.

10. Fostering Regional Development:

Tourism can stimulate growth in lesser-known regions of Pakistan, encouraging the
establishment of hotels and increasing economic activity in those areas.

Negative Impacts of Tourism on the Hotel Industry of Pakistan:

1.Seasonal Fluctuations:
The hotel industry often faces seasonal variations, leading to periods of overbooking and
underutilised capacity, which can be economically challenging for the Hotel Industry of
Pakistan.

2.Price Inflation:
High demand during peak tourist seasons can lead to price inflation in the hotel industry,
making it less affordable for domestic tourists.

3.Infrastructure Strain:
Sudden influxes of tourists can strain local infrastructure, affecting the quality of services and
experiences provided by hotels.

4.Cultural and Environmental Degradation:

Over-tourism can result in cultural degradation and environmental damage, which may
negatively impact the reputation of hotels.
5.Competition and Survival Challenges:
Various competition among hotels to attract tourists can lead to pricing wars, making it
difficult for smaller establishments to survive in the Hotel Industry.

6.Local Community Displacement:

The growth of hotels may lead to the displacement of local communities, affecting social
dynamics and causing community unrest.

7.Pressure on Resources:
Increased water and energy consumption by hotels to accommodate tourists can strain local
resources and infrastructure.

8.Tourist Behavioural Issues:

Hotels may have to deal with issues like cultural clashes, unruly behaviour, and non-
compliance with local customs from some tourists.

9.Lack of Skilled Workforce:

Rapid growth in the hotel industry may result in a shortage of skilled labour, leading to
service quality issues.

10.Natural Disasters and Security Concerns:

Tourism and hotels can be severely impacted by natural disasters and security concerns,
which can disrupt the industry and lead to a decline in visitor numbers.
Solutions which come after Study: -
Certainly! Here are some potential solutions to address the impact of tourism on the hotel
industry in Pakistan:

1. Infrastructure Development:
Invest in infrastructure development to improve accessibility to popular tourist destinations,
ensuring smoother travel experiences for visitors.
Collaborate with the private sector to upgrade transportation networks, including roads and
airports, connecting key tourist spots to hotels.

2. Government Incentives:
Provide financial incentives and tax breaks to encourage hotel industry growth and
investment in areas with high tourism potential.
Introduce policies that support the development of budget-friendly accommodations to cater
to a diverse range of tourists.

3. Training and Skill Development:

Establish training programs for hotel staff to enhance their hospitality skills, language
proficiency, and cultural awareness, ensuring a positive experience for international and
domestic guests.
Collaborate with educational institutions to create specialized courses that address the
unique needs of the hospitality sector.

4. Sustainable Practices:
Encourage hotels to adopt sustainable and eco-friendly practices to mitigate the
environmental impact of tourism.
Implement certification programs or incentives for hotels that demonstrate a commitment to
sustainable operations, such as waste reduction and energy efficiency.

5. Marketing and Promotion:

Increase promotional efforts to showcase Pakistan as a tourist-friendly destination through
international campaigns, digital platforms, and participation in travel exhibitions.
Collaborate with travel influencers and bloggers to create a positive online presence for
Pakistan's tourism, highlighting the diverse attractions and experiences.
References: -

Arshad, M.., Iqbal, M.., & Shahbaz, Muhammad. (2018). Pakistan tourism industry and
challenges: a review. Asia Pacific Journal of Tourism Research, 23, 121 - 132. Link

Fitzpatrick, M.., Davey, Janet., Muller, Lisa., & Davey, H. (2013). Value-creating assets in
tourism management: Applying marketing's service-dominant logic in the hotel industry.
Tourism Management, 36, 86-98. Link

Yusof, Junita., Awang, Ziauddin., Jusoff, K.., & Ibrahim, Yahaya. (2017). The influence of
green practices by non-green hotels on customer satisfaction and loyalty in the hotel and
tourism industry. International Journal of Green Economics, 11, 1-14.Link

Nobar, Hossein Bodaghi Khajeh., & Rostamzadeh, Reza. (2018). THE IMPACT OF
CUSTOMER SATISFACTION, CUSTOMER EXPERIENCE AND CUSTOMER LOYALTY
ON BRAND POWER: EMPIRICAL EVIDENCE FROM HOTEL INDUSTRY. Journal of
Business Economics and Management .Link

Ali, B.., Gardi, B.., Othman, Baban Jabbar., AHMED, Shahla ALI., Ismael, Nechirvan
Burhan., Hamza, Pshdar Abdalla., Aziz, Hassan Mahmood., Sabir, Bawan Yassin., Sorgula,
Sarhang., & Anwar, G.. (2021). Hotel Service Quality: The Impact of Service Quality on
Customer Satisfaction in Hospitality.Link

Saleem, Hamad., & Raja, N.. (2014). The Impact of Service Quality on Customer
Satisfaction, Customer Loyalty and Brand Image: Evidence from Hotel Industry of Pakistan.
IOSR Journal of Business and Management , 16 , 117-122 . Link

Ranasinghe, R.., Damunupola, A.., Wijesundara, S.., Karunarathna, C.., Nawarathna,

Dhananjaya., Gamage, S.., Ranaweera, A.., & Idroos, A. A.. (2020). Tourism after Corona:
Impacts of Covid 19 Pandemic and Way Forward for Tourism, Hotel and Mice Industry in Sri
Lanka. Other International Business & Management eJournal .Link

Foo, L.., Chin, Mui-Yin., Tan, Kim-Leng., & Phuah, K.. (2020). The impact of COVID-19 on
the tourism industry in Malaysia. Current Issues in Tourism , 24 , 2735 - 2739 .Link