Impact of Esthetic and Entertainment Pleasure on Tourists’ Quality of Life: A Moderating Role of Tourism Well-being

Quality of life (QOL) has experienced significant worldwide improvement with esthetics and entertainment activities. This chapter explains the effect of esthetics and entertainment activities on QOL and the moderating role of tourism well-being among tourists at different destinations in Gilgit Baltistan. A quantitative survey design was used, and questionnaires were distributed among (n = 350) respondents. The unit of analysis was male and female tourists who were between 20 and 60 years old. National visitors who have come to tourist places for five days up to three months were entertained and collected data and local destination visitors were not considered as research participants. Quantitative research design was applied, and hypotheses were tested through the structural equation modeling (SEM) technique and SmartPLS-4 software. The results found that esthetic and entertainment leisure improve the QOL of tourists. Tourism well-being positively improves tourists’ QOL. In conclusion, esthetics and entertainment are more reliable factors for improving QOL. Therefore, creating awareness in tourist mobs about the positive impact of esthetic and entertainment pleasure could be more fruitful for tourists’ QOL. As a result, mental health professionals can understand the importance of Pakistani tourist destinations and their impact on tourists’ QOL. The chapter has developed a framework of esthetics and entertainment for future researchers and validates the theoretical model that underpins bottom-up spillover theory of life satisfaction (BSTLS) assumptions. The study recommends that esthetics and entertainment activities are essential to improve QOL and tourism’s well-being strengthen the relationship between them.