Factors Affecting Travel Intention of Citizens of Pakistan via Premium Bus Services: A Case Study

This study explores the impact of tourism related variables such as service quality, environmental concern, corporate reputation, word-of-mouth and travel intention on Pakistan's premium bus services. Data is collected through questionnaires convenience sampling used. For data analysis, SPSS Smart PLS3 software are Theoretical results vindicated a positive relationship between quality well reputation. identifies reputation with via services whereas has also significant word mouth concern. Pakistan huge potential for tourism, government should focus promoting it measures improving infrastructure, fostering safety security, highlighting its strengths, showcasing responsibility. By doing so, can emerge major player in industry, drive economic growth helps customers to decide their plans.