MARKETING OF ADVENTURE AND NATURE TOURISM : A Case Study of Shambala Trekking Agency in Nepal
Khadka, Sujata (2012)
Khadka, Sujata
Keski-Pohjanmaan ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201204154456
https://urn.fi/URN:NBN:fi:amk-201204154456
Tiivistelmä
The purpose of this thesis was to conduct a marketing research of adventure and nature tourism in a small travel agency in Nepal. The adventure and nature tourism sector is rap-idly growing and tourism year of 2011 showed more of its positive more effects on the tourism industry. The main aim was to find out through the case company webpage, what the requirement and best marketing channels through a webpage. The other key element of the marketing was targeted to the seven P’s of marketing mix, the targeted visitors were targeted by age and the specific adventure and nature activities used by the visitors.
The theoretical part of this study was divided into three parts: adventure and nature tour-ism, the market of adventure and nature tourism in Nepal and marketing application. These three parts introduce the detail information about the current situation, the elements of the research. With the theoretical knowledge of marketing, this thesis carried out an evaluation of how the marketing concept was followed by the company.
The empirical part was limited to one travel company instead of Nepal as a whole. The qualitative research was conducted in two ways: as semi structure interviews and textual analysis. In addition, the research was completed by analyzing the marketing strategy on two adventure company webpages. The research hopes to find out the right marketing tools to use for promotion on webpage.
In the conclusions chapter, the negative and positive findings of the research were ex-plained. The Marketing analysis of the company’s webpage was done quite moderately in the travel agency. After texts analysis of company webpages, the outcome was unclear pictures, long text and not well-run in facebook. New methods and research techniques were the key points to implement in the field of marketing of nature and adventure tour-ism of Nepal to make Nepal as country of nature and adventure tourism destination coun-try of the whole world. Hence, travel agencies in Nepal need to segment their customer for more effective marketing.
The theoretical part of this study was divided into three parts: adventure and nature tour-ism, the market of adventure and nature tourism in Nepal and marketing application. These three parts introduce the detail information about the current situation, the elements of the research. With the theoretical knowledge of marketing, this thesis carried out an evaluation of how the marketing concept was followed by the company.
The empirical part was limited to one travel company instead of Nepal as a whole. The qualitative research was conducted in two ways: as semi structure interviews and textual analysis. In addition, the research was completed by analyzing the marketing strategy on two adventure company webpages. The research hopes to find out the right marketing tools to use for promotion on webpage.
In the conclusions chapter, the negative and positive findings of the research were ex-plained. The Marketing analysis of the company’s webpage was done quite moderately in the travel agency. After texts analysis of company webpages, the outcome was unclear pictures, long text and not well-run in facebook. New methods and research techniques were the key points to implement in the field of marketing of nature and adventure tour-ism of Nepal to make Nepal as country of nature and adventure tourism destination coun-try of the whole world. Hence, travel agencies in Nepal need to segment their customer for more effective marketing.