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The hotel business has been present in Pakistan since its independence
in 1947. In Pakistan this industry contributes a large proportion to the
countrys
economy.
The
hotel
industry
contributes
to
large
Hospitality
and
leisure)
was
starting
to
see
major
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also
visiting
Karachi
for
their
seminars
and
organization
investments are also been observed in this sector , as per news France
based Accor hotel is being opened in Karachi this year.
(+5%)
was
robust
performer,
with
sub-Saharan
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Tourism in Pakistan
Pakistan is one of the countries that offers many categories in tourism ,
which include history , adventure, desert , medical , wild life, natural
and educational tourism which attracts many tourist all over the world
to visit the exotic land and explore the hidden treasures of Mughal and
Indian civilizations that been nourished in time. Today Pakistan had
become one of the major tourist countries but still its not generating
as it should be with this industry due to some factors that would be
discussed further.
Pakistan is rich with natural sites and tourism spots, Pakistan is one of
the countries that have all the natural tourist destinations from
Mountain to plains to deserts and forest and sea. The country is well
connected to these areas through road, rail and air transportations.
The tourist destination and the metropolitan area are filled with hotels,
motels, resorts and guest houses which provide the better services as
many of the hotel services are owned by the private sector and
multinational organizations operating internationally, the government
owns PTDC Motels are the only hotel that operates in the country
through government.
Tourism has been a developing industry in Pakistan. Since 1992 it has
been acclaim as an industry and currently it have the fastest
developing industry. Pakistan government has done many approaches
to enhance the tourism in Pakistan; year 2006 has been acclaimed as
the year of tourism in Pakistan.
Tourism industry has been growing for the past 15 years; year 2006
has recorded the most revenue generated from the industry. Pakistan
Tourism industry have been acclaimed internationally and national
wide.
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Pakistans Golden Age of tourism was in the 1970s when the most
favorite visiting sites were Khyber Pass, Peshawar, Karachi, Lahore,
Swat and Rawalpindi. Currently Pakistan has six major cultural sites
that are categorized as UNESCO World Heritage Sites. These include:
Archaeological
Ruins
at
Moenjodaro
of
the
Indus
Valley
Civilization.
1st Century Buddhist Ruins at Takht-i-Bahi and Neighboring City
Remains at Sahr-i-Bahlol.
The ruins of Taxila from the Gandhara Civilization
The Lahore Fort and Shalimar Gardens in Lahore.
Historic Monuments of the ancient city of Thatta.
The ancient fort of Rohtas
Problems started in July 2010 floods that made around 22 million
people homeless in Pakistan also collapsed Tourism Industry in the
country that was already becoming fragile due to bad law and order
situation in the country. It is further declining due to a sustained
decline in GDP and tourism revenues but it is still considered to be a
potential market for growth.
As discussed before, the hotel and travel industry are dependent on
each other. Consequently, the hotel industry in Pakistan has also
suffered primarily due to the terrorist attacks and following political
and economic instability. An article by in the Pak Tribune sheds some
light
on
the
recent
scenario
of
the
hotel
industry.
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Its not just the fact that terrorists are targeting these hotels. Costs of
security
are
rising
in
stark
contrast
to
falling
revenues
and
Factors
Affecting
the Tourism
and Hotel
industry
in
Pakistan:
As the hotel and Tourism industry are very much inter related as the
factors that influence the one industry also effects the other industry
regarding the hotel and tourism industry. As Pakistan is the country
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with the rich variety of tourism destinations like high mountains, rivers,
oceans, forest, lakes, ancient monuments fertile plains and valleys but
its tourism industry is not growing as it should be, since the year 2006
which had the record revenue generation from the industry no such
revenue is generated till now. The factors that cause this decline in the
industry and which pretend the industry from growing are discussed
below.
Unfavorable and unstable Political Conditions:
Pakistan political condition are unstable since the establishment of the
country, till now no political party has completed its five years tenure
in the government, political condition remains unstable as each
political party keeps on generating blames and civil out bust moments
against the ruling government, due to the instability the country
situation are always in the instability, strikes, march and other political
tools are used on the daily basis which affects the economy and the
industry. Due to this political condition no such action have yet been
taken for the development of the tourism industry since the year 2006
when the year was acclaimed as the year of tourism industry of
Pakistan.
Lack of Proper Infrastructure:
Pakistan lacks in the industry due the improper infrastructure, roads
are inadequate while the railway is near to destruction while the air
ports are only located in the three major cities. Many tourists find it
difficult to travel in the northern and eastern side of the country due to
in appropriate infrastructure.
Inability to reinstate the Natural Disasters:
Since the earthquake and floods in the area of tourism like Bala kot and
other northern areas still the government havent reinstate the
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condition of those infected area from the past 7 years. This is the
inability of the government that could not cope with the natural
disasters and cannot reinstate the tourist destination to be available
for the tourism.
Terrorism
One of the major factors that affect the tourism industry is the
terrorism in the country, Since Pakistan have taken part in the war
against terrorism since 9/11, many terrorism activities and incidents
have been faced by the country which repels the tourist to visit these
destination. Swat valley which was considered as the jewel for tourism
was destroyed during the operations against the terrorist who were
operating through that area. Many other areas such as Gilgit,
Abbotabad and other valleys are infected through terrorism.
Rising Inflation
The rising prices and inflation in the country due to the economy of
Pakistan had also created an impact in the tourism industry. As the
prices of transportation, food , hotels stay and accommodation have
been increased many national tourist now lost the charm in travelling
to the northern and other tourist destinations.
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*Along with these suggestions, we have also included some measures that
should be taken after careful research we conducted for the purpose of this
report.
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some European newspapers. As a result, the PHA feels the fallout will
be quite significant.
At the moment, Marriott, Sheraton, Pearl Continental and Avari Towers
are the main players in the hotel industry. So far their room rates
(charges) are not affected, but they have prepared budgeted forecast
and spent high amounts on expansion of services, which are to be
recovered over a certain period of time. In the prevailing situation, it
will be difficult for hotels to get desired results. A decrease in booking
is expected, which will subsequently have a strong impact on the rates
of rooms as well as conference halls.
The major concern to the hotels seems to be frequent change in policies,
lack of follow up for effective implementation of the good decisions,
unfriendly attitude of government officials, corruption, international
political situation and above all the law and order situation. Foreigners
will
cancel
or
restrict
travelling
to
Pakistan
in
upcoming
The hotel industry has been very sensitive to such incidents of terrorism
and law and order situation in which not only the foreigners restrict their
visits to the country, but also domestic travelers exercise caution.
Chefs and the Hotel Industry
It is an old saying that chefs are the nucleus of hotels as they provide
hygienic food to customers and are considered 'father in European
countries. The received honour in Western societies more than
teachers but, conversely, in Pakistan only illiterate naais (barbers)
were considered to be a good cook just before five years.
But with the opening of news and entertainment TV channels, people
could know that chefs are such specialized and skilled persons who are
properly
taught
regarding
food
education.
With regard to the hotel industry, chefs play a vital role. Circumstances
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benefits,
career
plans,
opportunities
and
remuneration
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The findings indicate that the sector is gender segregated both with
respect to working conditions and opportunities.
Marriot Hotel
The Islamabad Marriott Hotel bombing occurred during the night
of 20 September 2008, when a dump truck filled with explosives
detonated in front of the Marriott Hotel in the Pakistani capital
Islamabad, killing at least 54 people, injuring at least 266 and leaving a
60 ft (20 m) wide, 20 ft (6 m) deep crater outside the hotel. The
majority of the casualties were Pakistanis; although at least five foreign
nationals were killed and fifteen others reported injured. The attack
occurred mere hours after President Asif Ali Zardari made his first
speech to the Pakistani parliament. The Marriott hotel was the most
prestigious hotel in the capital, located near government buildings,
diplomatic missions, embassies and high commissions .
A few months after its bombing, the Government of Pakistan had reconstructed the hotel and the Islamabad Marriott reopened officially on
28 December 2008. HESCO, bomb proof and shockproof double
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security wall), bomb proof and shockproof scanning room. and passthrough gates will be placed at the Hotel entrance.
Sheraton Hotel
An ideal destination for foreign travelers visiting Pakistan, the Sheraton
Karachi Hotel boasts an earthquake-proof building with shatterproof
glass. Security is one of our prime concerns and we have recently
installed new security devices and adopted enhanced security
measures to ensure the safety of our guests.
Increased costs due to security measures have been a huge constraint
on the performance of these hotels, especially with regard to the
depleted level of room occupancy. In the current scenario, it is difficult
to see how there can be any hope of a the industry rising again, unless
strict measures of part of the government are taken.
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Hypothesis
Decline of Hotel Industry in Pakistan over the past five
years has been primarily due to Economic Instability
Sample Size:
The sample size of our research is 100 persons. The sample is taken from
Karachi city which includes hotel representatives and hotel consumers.
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FREQUENCY TABLE
Q#
11
28
19
15
12
16
53
27
36
32
32
20
48
24
32
16
38
10
13
19
51
13
26
29
26
19
26
54
10
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Preferred Hotel
Marriot
12%
Pearl Continental
3% 11%
Carlton
Regent Plaza
Sheraton
15%
28%
Awari Towers
Ramada
19%
3%
9%
Hotel Mehran
Last Visit
4%
a week ago
16%
a month ago
a year ago
27%
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CODE (x)
Frequency
(f)
(fx)
Very High
High
-2
-1
36
32
-72
-32
Average
32
Low
Very Low
f=100
=fx/f
= -104/100
= -1.04
Interpretation: Since lies near -1 which is the code of high option so this
means that the consumers believe that charges of hotel services are
high.
CODE (x)
Frequency
(f)
(fx)
Very High
High
-2
-1
20
48
-40
-48
Average
24
Low
Very Low
f=100
=fx/f
= -80/100
= -0.8
Political Instability
Corrpution
32%
Economic Instability
Communication
Advancement
38%
4%
16%
CODE (x)
Frequency
(f)
(fx)
Very High
High
-2
-1
13
19
-26
-19
Average
51
Low
13
13
Very Low
f=100
=fx/f
= -24/100
= -0.24
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19%
Economy
26%
Investments
Tourism
26%
29%
CODE (x)
Frequency
(f)
(fx)
Very
Cooperative
Cooperative
-2
26
-52
-1
54
-54
Average
10
Non-Cooperative
Very NonCooperative
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f=100
=fx/f
= -93/100
= -0.93
Conclusion
After careful study of the results, we found that our hypothesis has
proven to be true. 38% of the sample population regarded economic
instability as the main reason for the decline in the hotel industry.
Terrorism closely followed up with 32%. Based on our research, we
have certain recommendations to correct the situation, and these are
as follows.
Recommendations
The Hotel Industry should raise their voice and negotiate with
government to make sound policies for the improvement in hotel
industry.
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Limitations
The Research has a sample size of only 100 people and all the
respondents belong to Karachi city.
Future Outlook
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Appendix A
www.pakribune.com
www.google.com
www.dawn.com.pk
www.scribd.com
www.pha.org.pk
www.thenews.com.pk
www.nation.com.pk
www.marriott.com
www.pchotels.com
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www.sheraton.com
www.avari.com
Appendix B
SAMPLE QUESTIONNAIRE
Dear Sir/Madam,
We, the students of BS Commerce, Department of Commerce (4th Year),
University of Karachi, are conducting a research on the decline of hotel
industry in Pakistan. In this regard, we have developed the following
questions. You are requested to fill out this questionnaire. Any information
that you provide will be kept confidential and will be used for academic
purposes only.
Thank you.
Please tick the most appropriate answer.
Q1. The hotel which you prefer most is
A. Marriot
B. Pearl Continental
C. Carlton
D. Regent Plaza
E. Sheraton
F. Avari Towers
G. Ramada
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H. Hotel Mehran
Q2. Your last visit at a hotel was
A. a week ago
B. a month ago
C. a year ago
D. 2-3 Years ago
E. 4-5 Years ago
F. More than 5 years ago
Q3. Charges of hotel services are
A. Very High
B. High
C. Average
D. Low
E. Very Low
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