Need of new strategy in advanced tourism marketing
Shree Kumar Maharjan
M. Sc. Ag Conservation Ecology
There was exploration of tourism industry in Nepal since ancient time. Though, having long history, maximum number of tourists flow was seen in 1999 only i. e. almost 5,00,000, which was effect of visits Nepal year 1998. Then tourists’ flows go in decreasing trend up to now with slight fluctuation occurs in some years. In Nepalese context, there are lots of potential tourism products and destinations in each and every place, we can not explore it in full extent to drag huge amount of foreign currency. The major causes behind decreasing and unstable tourism industry are improper marketing strategies, not identifying new products and their promotion, political instability, traditional thoughts of tourism industry (means ignoring internal tourists), and negative publicity in national and international arena.
Tourism is a hospitable industry, where guests’ satisfactions are most important. There is saying in Nepali “ATITHI DEVO BHAWA”. They really enjoy here, when they feel safety. At present most of the tourists and foreign countries think unsafe in Nepal due to negative word of mouth and negative publication in different national and international media. To improve the present situation, first of all, we have to publicize that ‘Nepal is safe to visit’. There was not any violence, sadism, cruelty towards any tourists in the past. To announce positive message in tourism sector, we have to organize tour packages in different part of the nations in an organized way for both domestic tourists and foreigners as well.
Generally, most of the people think that tourists are white skinned foreigners having cameras, bicycles etc., which ignore domestic tourism in the past. But recently, the scenario is changed without promotion of domestic tourism; international tourism is much more difficult. First internal tourists should visit different touristic places and potential tourism destinations, and then these places can be marketed in strategic way to foreigners as well. Tourism is only one foreign exchange earner in Nepalese context. That’s why, it is essential to promote tourism industry in different places with unique styles and strategic ways for better development of the nation, which most of the traveling and tourism institutions have to mind it.
Nepal Tourism Board (NTB) is one public cum private organization promoting tourism industry in Nepal since its creation. It has been working aggressively towards destination marketing and promotion, product and human resources development, service standard monitoring with different plans. It is bringing out a short term marketing strategy on branding. But still, there is lacking much more researches in destination promotion and marketing. NTB should carry out different researches to identify, promote, develop, and market some new tourism sites to diversify tourism industry in Nepal.
Most of the tourism institutions focus their programs and packages in already established tourism destinations. That leads to different solid waste problems in that destination, if carrying capacity exceeded. It is serious problem presently seen in different destinations. Only few tourism institutions are promoting new tourism destinations and products for more diversification and better options in the tourism sector. It is most required to better marketing and diversification for tourists came from different nations, and backgrounds. This also balances carrying capacity of the destination to some extent. To establish hotels, resorts, guesthouses, restaurants in destinations, Initial Environment Examination or Environmental Impact Assessment and Environmental Monitoring and Action Plan should be carried out to minimize negative effect and impacts on environment of the destinations. Ministry of Culture, Tourism and Civil Aviation should prepare EIA guidelines for tourism industry to minimize environmental impacts in destination.
For Nepal, China and India are two major high volume markets. If Nepalese tourism only focuses these high volume markets in strategically, huge amount of Indian and Chinese tourists will be found in streets of Nepal. Most of the Indians do not consider Nepal as a foreign country. But it is still foreign country for them, though there are lots of similarities. They come to Nepal for different holy places like Pashupatinath, Manakamana, Lumbini, Muktinath, etc. in each year. The tourism packages should present different other holy places in addition to these internationally renowned holy places. Besides, most of Indians visited Nepal for Business tourism, conventional tourism, rafting, cultural tourism etc. Regular transportation services from India to Nepal leads to more Indians in Nepalese religious sites.
On the other hand, China is a huge market. The economic boom in the country has compelled their citizens to travel. Nepal, being its closest country, could obtain large contributions from Chinese tourists in future. But there is limited number of flights to and from China. The frequency of flights should be increased to promote Chinese tourists towards Nepal. NTB should be functioning to encourage national and international airlines to take wing into Chinese destinations using Nepal as a transit point. Also private airlines should operate regular flights to China. Operation of bus services from Kathmandu to Lhasa is plus point to drag Chinese tourists towards Nepal.
Tourism industry, being only one industry earning foreign currency in Nepal, should be marketed in strategic and unique styles. Researches showed that huge mass of tourists are visiting Nepal again and again; and most of them are here with the saying of their friends and family. I mean to say most of tourists come to Nepal with the help of ‘word of mouth advertising’ from their relatives and friends. In recent years, marketing through internet/website is much more effective in this sector. But still up to date website upgrading and improvement in must mandatory.
M. Sc. Ag Conservation Ecology
There was exploration of tourism industry in Nepal since ancient time. Though, having long history, maximum number of tourists flow was seen in 1999 only i. e. almost 5,00,000, which was effect of visits Nepal year 1998. Then tourists’ flows go in decreasing trend up to now with slight fluctuation occurs in some years. In Nepalese context, there are lots of potential tourism products and destinations in each and every place, we can not explore it in full extent to drag huge amount of foreign currency. The major causes behind decreasing and unstable tourism industry are improper marketing strategies, not identifying new products and their promotion, political instability, traditional thoughts of tourism industry (means ignoring internal tourists), and negative publicity in national and international arena.
Tourism is a hospitable industry, where guests’ satisfactions are most important. There is saying in Nepali “ATITHI DEVO BHAWA”. They really enjoy here, when they feel safety. At present most of the tourists and foreign countries think unsafe in Nepal due to negative word of mouth and negative publication in different national and international media. To improve the present situation, first of all, we have to publicize that ‘Nepal is safe to visit’. There was not any violence, sadism, cruelty towards any tourists in the past. To announce positive message in tourism sector, we have to organize tour packages in different part of the nations in an organized way for both domestic tourists and foreigners as well.
Generally, most of the people think that tourists are white skinned foreigners having cameras, bicycles etc., which ignore domestic tourism in the past. But recently, the scenario is changed without promotion of domestic tourism; international tourism is much more difficult. First internal tourists should visit different touristic places and potential tourism destinations, and then these places can be marketed in strategic way to foreigners as well. Tourism is only one foreign exchange earner in Nepalese context. That’s why, it is essential to promote tourism industry in different places with unique styles and strategic ways for better development of the nation, which most of the traveling and tourism institutions have to mind it.
Nepal Tourism Board (NTB) is one public cum private organization promoting tourism industry in Nepal since its creation. It has been working aggressively towards destination marketing and promotion, product and human resources development, service standard monitoring with different plans. It is bringing out a short term marketing strategy on branding. But still, there is lacking much more researches in destination promotion and marketing. NTB should carry out different researches to identify, promote, develop, and market some new tourism sites to diversify tourism industry in Nepal.
Most of the tourism institutions focus their programs and packages in already established tourism destinations. That leads to different solid waste problems in that destination, if carrying capacity exceeded. It is serious problem presently seen in different destinations. Only few tourism institutions are promoting new tourism destinations and products for more diversification and better options in the tourism sector. It is most required to better marketing and diversification for tourists came from different nations, and backgrounds. This also balances carrying capacity of the destination to some extent. To establish hotels, resorts, guesthouses, restaurants in destinations, Initial Environment Examination or Environmental Impact Assessment and Environmental Monitoring and Action Plan should be carried out to minimize negative effect and impacts on environment of the destinations. Ministry of Culture, Tourism and Civil Aviation should prepare EIA guidelines for tourism industry to minimize environmental impacts in destination.
For Nepal, China and India are two major high volume markets. If Nepalese tourism only focuses these high volume markets in strategically, huge amount of Indian and Chinese tourists will be found in streets of Nepal. Most of the Indians do not consider Nepal as a foreign country. But it is still foreign country for them, though there are lots of similarities. They come to Nepal for different holy places like Pashupatinath, Manakamana, Lumbini, Muktinath, etc. in each year. The tourism packages should present different other holy places in addition to these internationally renowned holy places. Besides, most of Indians visited Nepal for Business tourism, conventional tourism, rafting, cultural tourism etc. Regular transportation services from India to Nepal leads to more Indians in Nepalese religious sites.
On the other hand, China is a huge market. The economic boom in the country has compelled their citizens to travel. Nepal, being its closest country, could obtain large contributions from Chinese tourists in future. But there is limited number of flights to and from China. The frequency of flights should be increased to promote Chinese tourists towards Nepal. NTB should be functioning to encourage national and international airlines to take wing into Chinese destinations using Nepal as a transit point. Also private airlines should operate regular flights to China. Operation of bus services from Kathmandu to Lhasa is plus point to drag Chinese tourists towards Nepal.
Tourism industry, being only one industry earning foreign currency in Nepal, should be marketed in strategic and unique styles. Researches showed that huge mass of tourists are visiting Nepal again and again; and most of them are here with the saying of their friends and family. I mean to say most of tourists come to Nepal with the help of ‘word of mouth advertising’ from their relatives and friends. In recent years, marketing through internet/website is much more effective in this sector. But still up to date website upgrading and improvement in must mandatory.
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