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Purpose: This research is aimed to find out the relationship of marketing mix 4Ps (Price, Product. Process and Promotion) in tourism development in the mountain areas of Gilgit-Baltistan, Pakistan. Methodology: To carry out the current study, a total of 509 self-administered questionnaires were distributed among the tourists to collect the data which was analysed by using SPSS and Partial Least Square (PLS). PLS-SEM was applied to find out the relationship between variables and test the strength of model.
Karim et al. (2021) studied this question.