THE MODERATING EFFECT OF DESTINATION QUALITY ON TOURISM POLICY AND TOURISM DEVELOPMENT

The study aimed to examine the impact of nature activities, cultural activities, recreation activities, and infrastructure development on tourism development along with the moderating effect of destination quality in context of tourism industry. The quantitative approach using purposive sampling was used for collecting data that was further analyzed using PLS-SEM. The current study had helped in a wide range and provided various theoretical and empirical findings for the advancement of research regarding tourism development and destination quality affects its development. This study had provided in-depth knowledge regarding how different tourism activities could help in enhancing the experience and tourism-host interaction was also highly identified. The results showed that destination quality negatively moderates the relationship between policy for cultural activities and tourism development while destination quality does not moderate the relationship between policy for infrastructure development and tourism development. Moreover, the results also showed that the relationship of policy for nature activities and policy for recreation activities with tourism development has been positively moderated by the destination quality. The paper in the end included the policy implications along with limitations and future recommendations.