Marketing of adventure tourism : Allied Adventure Travels and Tours, Nepal
Limbu, Dil (2015)
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This study has the main objective of comparing theoretical knowledge regarding tourism marketing, specifically adventure activities to its implementation by a real company. The case company and destination in regard to this research is Nepal. Hence, this study tries to understand how well a real adventure travel company understands and implements the theoretical part of tourism marketing in the real marketing activities. The theoretical part of this study consists of mainly tourism and adventure activities in relation to the case destinations. Additionally, consumer behavior specifically in travel and tourism has been presented with relevant illustration. Further-more, service marketing mix and managerial aspect of the marketing effort are explained, focusing on how marketing effort of a travel company can be enhanced with improvement of those marketing tools. A qualitative method has been adopted to investigate the empirical part of this thesis. Questionnaires were designed and sent to the case company to analysis the objective of research and an active interaction was maintained with the case company in order to gather further essential information. The result revealed that the case company partly understands the theoretical knowledge described in this work. Consumer analysis and elements of marketing mix namely, products, prices, participants, and promotions are moderately understood by the company while the managing marketing efforts have not been applied effectively.