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Thesis Proposal

Thesis Proposal

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Published by: Raj K Pandey, MBS, MA, MPA on Jun 01, 2010
Copyright:Attribution Non-commercial


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Background and Rational
Tourism is a traditional activity of the human being that is related with traveling and it isnaturally a human character. People desire change and travel provides the pleasure andleisure. Tourism is the movement of people from one place to another for the purpose of getting satisfaction. The most important assets of a country are cultural norms and valuesthat reflect in people’s social pattern that can be used for tourism industry in Nepal.
Nepal, the country with a great diversities can please all tourists with their individualcravings for thrilling mountain expedition, trekking and jungle safari with world's largestvariety of birds, highly turbulent revering adventures and fascinating romance. Foinstance, panoramic flight scene and hot air ballooning, taste of uniquely rich diverseculture, geographical miracles bewitching lakes, national parks and hunting reserves,Buddhist monasteries and exceptional natural beauties.
Moreover, indigenous knowledge, skills and practices, cast, ethnicity, custom and socialvalues are other attractions for the social and anthropological studies in Nepal that can beregarded as socio-economic force for poverty reduction and rural development in Nepal.It was only in early 1950s that Nepal came out of its centuries-old isolation and embarked on the path of modern development. One of the most immediate effects was the advent of tourism. The few foreign visitors who wandered during the early days were overwhelmed by the wealth of culture and natural wonders in Nepal. They went back to tell glowingtales of a Shangri-La. The first ascent of Mt. Everest in 1953 further enhanced image andmade it known world as an adventure destination, which was inception phase of tourism.
The panoramic natural beauty found in mountain areas with its different eco-systems andcountry's rich cultural heritage attracts global tourists. Nepal holds a considerably number of places recognized by UNESCO as world heritage sites
We have ten world heritagesites and seven of them are located within Kathmandu. Some of the UNESCO recognizedheritage sites are: Kathmandu Durbar Square, Patan Durbar Square, SwayambhunathTemple, Changu Narayan, Lumbini etc. which are not only our precious monuments butof the global people who are serious for conservation of the ancient heritages.
Moreover, Nepal has population of approximately 23 million, which consists more than70 ethnic groups having different cultures and dialects. According to recent census, 80%of the people are Hindu, 15% are Buddhist, 3% are Islam and rest is divided into other religions. Whatever may be the figure, the perfect harmony among all the people, religionand culture are our remarkable characteristics.
All most all festivals begin with religious values and moves with spontaneous spirit into a pleasant family feast. As religions has strong influenced over our cultures so that most of the festivals are celebrated are directed by the religious motives that is a symbol of  perfect harmony and respect to global village.- 1 -
To understand beauty and richness of our culture, it is necessary to see them throughfestivals. During festivals, cultural dances, songs and performances are widely practicedand performed. These cultural treasures make festivals more interesting and entertaining.People find more joy participating in performances and watching others performing thedifferent cultural activities. The festivals are not only idle gatherings but they are alsocelebrated for the specific purposes in Nepal that can be commercialized for tourism.
Due to these cultural norms and values, Nepal is a potential nation for the tourismdestination. Every year, thousands of tourists visit Nepal in order to use their holidays for not only entertainment but also for the cultural research and studies. Moreover, Nepal caneasily use its panoramic views for tourism promotion that can further strengthen cultural preservation. Furthermore, Nepal’s traditional cultural values can also be used for the poverty alleviation thorough eco-tourism, religious tourism and rural destination tourism.
 Nepal achieved much on rising tide of being a fashionable tourism destination. However,that tide is ebbing fast. It is essential that the government, tourist board and the industryshould market destination in an integrated strategic way as partners than competitors.
At present, apart from the obvious problem of negative media coverage, Nepal seriouslylacks credible market research as to why exactly its tourism industry is under-performingand what aspects of product need attention. There has been no sound marketing strategy.
Regular surveys of departing visitors are not undertaken, so the country cannot gaugetheir levels of satisfaction, unsatisfied wants, spending or current propensity to return.Information on potential and in existing markets is only beginning to be gathered andmarketing partnerships with the travel trade in these markets are lacking. However, somesmall attempts have been taken by the NTB and other concerned private sectors about theresearch on tourism industry of Nepal which is not a sufficient attempt in this business.
The tourism industry can be implemented as a vehicle for change for the socio-economic progress after properly designing appropriate tourism marketing promotional strategies toface the global cutthroat competition and utilize its benefits for the rural development.
However, it is essential to understand that what is the tourism marketing strategy of  Nepal for the tourism promotional activities and exploit its benefits for the backwardcommunities of the countryside particularly the rural areas where 85.6% of the people areresiding under the miserable circumstances caused by vicious circle of poverty despitethe high potentiality on tourism sector in Nepal.
The main objective of the thesis will be to assess, analyze and discuss on the tourismmarketing promotion strategy of Nepal. Similarly, the project work will be focused on thecase study of Bhaktapu Municipality. The study will flow the TU/Faculty of Humanitiesguidelines to complete the thesis and project work. Some methodologies such as survey,collecting relevant data through desk research, comparative studies and analysis will beused and recommendations will be presented as per need of the FoH/TU.- 2 -
Significance of the StudyEconomic Implication of Tourism in General:
The rewards gained both financial and socio-economic are immense in the tourism. The contribution of tourism to the economy exceeds thatof other sectors in several countries, to the extent, it appears as one of the essential elements inthe trade balance. Tourism provides direct employment to the millions of people in the hotelindustry, transport, travels, trekking and mountaineering, entertainment and also the indirectemployment generating out of them. Tourism is the only export industry that earns large amountof foreign exchange without exploiting natural resources and without exporting manufactured or raw materials in balancing the adverse balance of trade with the other several countries.
Sustainable Tourism in Nepal:
Many tourists visit Nepal for its unique natural and culturalresources. In 1995 over 363,000 tourists visited the country, they spent more than 117million US dollar from which half was generated by the trekking tourists. But only lessthen 1% of the tourism generated revenue reaches to the rural areas where tourismattractions actually belongs. More than 85% people and most of the tourism attractionsare in rural areas of Nepal. Therefore tourism can be of helpful to them economically andsocially if they directly benefited from it. For this purpose, the GoN has to formulate plans, policies and strategies to attract the tourists from global market. The rural basedtourism packages such as home stay, village, cultural, fair trade, sustainable and eco-tourism etc. to be seriously designed and implemented. (
Salvia, NaomiM. (2001). Practical Strategy for Pro-poor Tourism. SNV-Nepal. Kathmandu. Nepal).
Statement of Problem
It is more than half centaury that Nepal’s doors were opened for the general foreigners withoutsufficient infrastructure facilities for the international tourism market. At the inception phaseduring mid fifties, the market was highly lucrative mainly for the mountaineering and trekkingdespite its great natural beauty and high potentiality in other areas such as pilgrimage, cultural,linguistic, geographical, social and anthropological studies for academic tourists.The pioneer businessmen in Nepalese tourism industry were mainly foreigners who invested and benefited form the hotel, trekking, tour operation and mountaineering sectors, as there was lack of necessary trained manpower, knowledge, skill and constraints of resources. On the other hand, Nepal lacked effective marketing promotional strategies to enhance our tourism sector in theglobal competitive market, as it was new potential sector for Nepal.However, on the basis of personal recommendations of the individual tourist, Nepal was brandedas Shangri-La, mountainous land locked country in international arena. During seventies, Nepalimarket, particularly Jhonchhe, was considered as a paradise for then Hippies who were highlyfrustrated American youth due to Vietnam War and it was an outcome of social impacts in USA.The Hippy culture polluted Nepalese tourism market due to easy availability of marijuana inlocal market and Nepal welcomed the quantitative rather than qualitative tourist who enjoyedlow cost narcotic stuffs without legal restriction till seventies. The far western part of Nepalespecially Rolpa and Rukum including other hilly districts were most fertile land to produce the- 3 -

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