Tourism Service Marketing and Development Efforts in Nepal : A Case Study : Alfresco Adventure Private Limited Nepal

Abstract

Tourism services are the pioneers of the tourism industry. Services determine the level of industry and its future at large. Tourism service marketing hence, has a significant role in up- lifting country‟s tourism Industry. The main aim of this Bachelor‟s thesis is to magnify Nepal‟s tourism service marketing structure, process and execution. The authors further researched on the developing efforts made by Nepal so as to uplift the standard of the tourism service marketing in domestic as well as international arena. Along with the research, the authors have provided their views and suggestions for the development of tourism services marketing in Nepal.

In this study various practices, implementations, methods, strategies, challenges and cultures regarding tourism services marketing in Nepal were examined by the researchers. Both practical and theoretical studies were incorporated in this study. The tourists, stakeholders, service providers and tourism experts of Nepal were interviewed. Various articles, journals, books and magazines related to tourism services marketing were read. From the both practical and theoretical study, an ideational framework of the tourists‟, stakeholders‟ and experts‟ perception towards Tourism Services marketing in Nepal was built. The framework was used as a tool for the empirical analysis of the study. Alfresco Adventure travel agency was chosen as the case study. The travel agency was small part of the study as the researchers‟ biggest challenge was to study the whole country‟s tourism. The study of the Alfresco travels agency‟s tourism marketing methods and challenges have played an inclusive role in this the- sis. In order to carry out the research, 35 tourists, 6 service providers and 2 tourism experts of Nepal were interviewed. 43 responses were received and the results were empirically analyzed.

The results of the respondents showed that there is a huge need to develop the tourism services, infrastructures, the level of marketing and the standard of Nepal tourism as a whole. The results have the blend of tourists‟, service providers‟ and the experts‟ take on the tour- ism services and marketing. The common perception from all the respondents was that Nepal lacks various things in terms of tourism services marketing and the government of Nepal has to play the biggest role to develop the standard and take up the responsibilities to rectify the errors.