Journal of Tourism & Hospitality
Open Access

Abstract

Assessing the Impact of Tourism Education on Rural Marketing Financial Services in Himachal Pradesh: A CFA and PLS-SEM Approach

Shiv Raj*, Suman Sharma, Nitish Bansal

Purpose: This study uses Partial Least Squares Structural Equation Modelling (PLS-SEM) and Confirmatory Factor Analysis (CFA) to examine how tourism education affects the marketing of financial services in Himachal Pradesh's rural areas. The goal is to comprehend how tourism education affects rural financial service marketing while taking into account program execution, public perception and knowledge levels. A survey was conducted with 200 participants, including educators, financial service providers in rural areas and students.

Methodology/Design/Approach: Using a mixed-methods approach, the study combines data from both qualitative and quantitative sources. The measurement model is validated using CFA and the structural model and hypotheses are tested using PLS-SEM.

Finding: The results show that tourism education significantly improves the marketing of financial services in rural areas. Improved public perception and awareness of tourism has been found to be largely dependent on higher knowledge levels and well-executed programs, which in turn has improved financial service marketing outcomes.

Originality of the research: By employing sophisticated statistical techniques to provide empirical evidence on the function of tourism education in rural financial services marketing, this study adds to the body of literature. It emphasizes how crucial focused educational initiatives are in supporting rural development that is sustainable.

Published Date: 2025-06-19; Received Date: 2024-07-08