DefinePK

Abstract

The Swat Valley, located in Khyber Pakhtunkhwa, is a prominent tourism destination known for breathtaking landscapes, rich cultural heritage, and diverse attractions, ranging from serene rivers and lush forests to historical landmarks and adventure-filled valleys. This study examines the nexus between community satisfaction, attachment and sustainable tourism in Swat using structural equation modelling. For this purpose, data were collected from 300 respondents through a well-structured questionnaire. The constructs were assessed for both reliability and validity. Results indicated that community satisfaction, community attachment and sustainable tourism development are positively associated. Additionally, community satisfaction was found to explain approximately 40 percent of the variance in community attachment, while both community satisfaction and community attachment together accounted for 60 percent of the variance in support for sustainable tourism development. Policy implications are proposed to foster sustainable tourism development in Swat.