DOI: 10.36347/sjebm.2022.v09i11.002

Pages: 257-267

The tourism industry faces many challenges and competitive environments that impact tourists’ behavior. Understanding these factors is crucial for Pakistan to maintain its standing as one of Asia's most attractive tourist destinations. Following the literature, destination image and perceived value can impact tourist satisfaction. Subsequently, it is urged to examine these constructs, which may significantly affect domestic tourist satisfaction. This study, therefore, investigated tourist satisfaction in relation to destination image and perceived value. Using a random sample, 380 domestic tourists were selected to test the proposed model. The study was conducted between July 2021 and September 2021. Based on the empirical results, tourist satisfaction is strongly influenced by the destination image and perceived value. The proposed model also met the reliability and validity requirements. According to the study, the proposed model demonstrated acceptable goodness of fit and met the reliability requirements. Through the study, a better understanding of behavioral factors was gained that could be used to increase customer retention. As part of the visitor's experience, individual providers should provide amenities and services according to the expectation of tourists. Study findings suggest that destination image and perceived value aspects can enhance a destination's competitive advantage through strategic management of tourism offerings.