Journal of Tourism & Hospitality
Open Access

Department of Tourism and Travel, Central University of Himachal Pradesh, Himachal Pradesh, India

Publications

• Research Article   
  Assessing the Impact of Tourism Education on Rural Marketing Financial Services in Himachal Pradesh: A CFA and PLS-SEM Approach
  Author(s): Shiv Raj*, Suman Sharma and 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 ed.. View More»
  DOI: 10.35248/2167-0269.25.14.579

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