What Hinders to Promote Tourism in Pakistan? Using Binary Matrices for Structuring the Issue

Aim of the study is to identify what are the barriers in promoting tourism in Pakistan and imposing structure on complex interrelationships among these barriers. It is an exploratory study which uses literature discourse for identification of barriers, binary matrices for structuring issue and cross impact matrix multiplication applied to classification for analyzing driving-dependence power. Discourse of literature revealed that there are sixteen barriers important to address the issue in hand. Communication barrier and unfavorable government policies occupy bottom in the interpretive structural model that are highly important and need utmost attention. Eight barriers fall in dependent, four in independent, three in linkage and none in autonomous quadrant of driving-dependence diagram. The study is useful for policy makers and tourists’ agencies to handle current issues prevailing in tourism industry and promote it accordingly. It is a foremost attempt in Pakistan to structure the issue on the basis of opinion of expert from within stakeholders.