The influence of social media on Nepal's tourism industry
Guragain, Sirjana (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018382
https://urn.fi/URN:NBN:fi:amk-2025053018382
Tiivistelmä
This research explores the use of social media to influence Nepal's tourism industry and ways to influence travellers by utilising digital platforms, as well as the efficacy of marketing strategies to position the country as a tourist destination. The research examines the effect that influencers and user-generated content (UGC) have in creating tourist perceptions as well as the economic value of social media engagement on Nepalese tourism revenue. What is more, it also mentions such challenges as overtourism and content saturation, which propose strategies for the sustainable growth of tourism.
Taking a qualitative approach, the present research examines secondary data such as social media campaigns, academic literature, and tourism reports. It is revealed that social media increases Nepal’s tourism visibility in a significant way, and that influencer content and UGC are more persuasive than traditional marketing. However, the fast digital marketing of some destinations leads to overtourism, which requires rebalanced and sustainable marketing.
The research helps tourism boards, businesses, and policymakers with key insights, suggesting ways to improve digital marketing without exposing one’s business to unnecessary risks. It also makes a rather academic contribution to academic discussions of digital tourism, underscoring the importance of responsible social media strategies likely to contribute to the long-term development of Nepal’s tourism.
Taking a qualitative approach, the present research examines secondary data such as social media campaigns, academic literature, and tourism reports. It is revealed that social media increases Nepal’s tourism visibility in a significant way, and that influencer content and UGC are more persuasive than traditional marketing. However, the fast digital marketing of some destinations leads to overtourism, which requires rebalanced and sustainable marketing.
The research helps tourism boards, businesses, and policymakers with key insights, suggesting ways to improve digital marketing without exposing one’s business to unnecessary risks. It also makes a rather academic contribution to academic discussions of digital tourism, underscoring the importance of responsible social media strategies likely to contribute to the long-term development of Nepal’s tourism.