Tourist satisfaction is one of the most important concerns of competitive destinations as it considerably
influences the tourist’s choice of a destination, the consumption of products and services and the
decision to visit the destination in the future. With the increasing role of tourism in the global economy
and growing competition in the global tourism market, the importance of enhancing the satisfaction
level of tourists is being recognized as a way to expand and maintain a large and loyal customer base
for long-term success. Satisfied tourists bring success to the tourism business. They are likely to revisit
and recommend the destination to their families and friends. On the other hand, dissatisfied tourists
may not return to the same destination and may not recommend it to other tourists. Even worse,
dissatisfied tourists may express negative comments about a destination and damage its market
reputation. In view of the growing importance of tourist satisfaction for tourism promotion, present
study is an attempt to measure the satisfaction level of tourists in Kashmir Valley. Based on data
gathered from three hundred forty (340) tourists, the study brought to light four interpretable service
quality dimensions for tourism services: Assurance, Tangibility, Responsiveness and Reliability.
Findings are analyzed and suggestions for improving tourists’ satisfaction have been discussed.