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Tourism Industry
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Services Marketing
3/7/2019
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Group Members:
Tara Tabbassam John 20161-20544
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Zaryab Bin Razi 20161-21359

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 RESEARCH PROPOSAL
Problem Statement
World is becoming a global village and people want to travel more and experience new things.
Pakistan is a culturally and historically rich country and can easily gain advantage from it, but is
not successful in doing so yet.

Research Objectives
• Search out the root cause(s) for lack of tourism in Pakistan.
• Highlighting which determinant(s) influences the tourism industry in Pakistan.

Scope
This research will be restricted to students in Karachi for convenience and limited time frame to
conduct the research.
The results can come in handy to the existing and potential marketers of the respective industry.
Moreover, this study can be extended to, focusing on a particular tourism sites and locations.

Research Questions
1. Why is Pakistan still struggling to make a breakthrough in the tourism industry?
2. What are the key variables that affect people’s perception about tourism in Pakistan?

Hypothesis
• H1: Monetary cost of tourism is high in Pakistan.
• H2: Lack of service providers competencies cause Pakistan tourism industry to suffer.
• H3: Lack of security and awareness impact the Pakistan tourism industry.
• H4: Lack of promotional activities impact the tourism industry of Pakistan.
Literature Review
1. Pakistan in the global tourism industry: (By Hamza Naveed Published: March 3, 2018).
https://tribune.com.pk/story/1649475/6-pakistan-global-tourism-industry/
2. Boosting Pakistan’s tourism industry (By aminahmohsin ,february 22, 2018)
https://www.pakistantoday.com.pk/2018/02/22/boosting-pakistans-tourism-industry/
3. Terrorism and tourism: A conjunction and ramification in Pakistan. (Author AliRaza and
Syed TehseenJawaid, july 2013)
https://www.sciencedirect.com/science/article/pii/S0264999313001120
4. The expected rebirth of Pakistan’s tourism industry(Ali AhmedOctober 26, 2018)
https://www.brecorder.com/2018/10/26/449293/the-expected-rebirth-of-pakistans-tourism-
industry/

Methodology
 Secondary data will be collected through the web for historical references.
 Data will be collected by floating questionnaires among the students.
 Inclusion Criteria
 The target population would be adults with the age group about 18 to 35. They may be
employed or unemployed.
 Sample and Sampling Technique
 The questionnaires will be administered to around 100 to 150 participants.
 Statistical Technique
 The statistical techniques used for data analysis would be regression analysis and
descriptive analysis. IBM Software SPSS will be used for data analysis.