Poverty Alleviation through Sustainable Tourism Development in Nepal: Marketing Strategy Point of View
Kafle, Jagannath (2011)
Kafle, Jagannath
Seinäjoen ammattikorkeakoulu
2011
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011090412839
https://urn.fi/URN:NBN:fi:amk-2011090412839
Tiivistelmä
This research has been conducted through desk study as well as by field visit and collected the opinion of Finnish tour operators who have been operating tour in Nepal. It has aimed to study the role and importance of sustainable tourism marketing in alleviating poverty in Nepal. The research has been taken three major objectives. They are: to evaluate Nepal’s current tourism marketing strategy and to what extend it takes poverty alleviation through tourism into account; to evaluate whether the current marketing strategy matches the demand for sustainable tourism products in major generating markets and in Finland; and, to recommend improvements into Nepal’s tourism marketing strategy to increase pro poor tourism impacts.
The research confirmed that tourism is identified as the largest industry in Nepal which creates multi-structural, multi-facet and multi-layered opportunities for poverty alleviation. Nepal deserves the comparative advantages over already matured developed countries in terms of cultural heritage, natural properties, climatic diversity and traditional activities without hi-tech know how. Diversified nature of tourism in Nepal nature/bio-diversity, adventure, culture, historical, religious and other segments reflect the capacity of meeting the sustainable tourism demand for major generating markets and Finland. As being emerging sustainable market, Nepal needs to upgrade the sustainable tourism development as well as marketing strategies to reach to the potential tourists and market segments.
Five components: price, place, people, product and promotion of Nepal’s tourism marketing strategies are recommended to improve. Fair trade principle for pricing; right market and right market segments as place; targeting for domestic as well as international tourists as people; local, neutral, typical and cultural products; and, right information through right channel as means of promotion are recommended to increase the pro poor impact in the country.
The research confirmed that tourism is identified as the largest industry in Nepal which creates multi-structural, multi-facet and multi-layered opportunities for poverty alleviation. Nepal deserves the comparative advantages over already matured developed countries in terms of cultural heritage, natural properties, climatic diversity and traditional activities without hi-tech know how. Diversified nature of tourism in Nepal nature/bio-diversity, adventure, culture, historical, religious and other segments reflect the capacity of meeting the sustainable tourism demand for major generating markets and Finland. As being emerging sustainable market, Nepal needs to upgrade the sustainable tourism development as well as marketing strategies to reach to the potential tourists and market segments.
Five components: price, place, people, product and promotion of Nepal’s tourism marketing strategies are recommended to improve. Fair trade principle for pricing; right market and right market segments as place; targeting for domestic as well as international tourists as people; local, neutral, typical and cultural products; and, right information through right channel as means of promotion are recommended to increase the pro poor impact in the country.