TITLE:
Exploration of National Tourism Development, Innovation and Marketing Policies: A Case Study of Nepal Tourism Constraints
AUTHORS:
Lochan Kumar Batala, Kalpana Regmi, GiriRaj Sharma, Azmat Ullah
KEYWORDS:
Tourism Innovation, Marketing Strategies, Tourism Policy, ITDM, Nepal, SOSTAC, Abernathy & Clark Model
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.9 No.2,
February
28,
2019
ABSTRACT: The main purpose of this study was to construct a sought-on tourism innovation & tourism marketing strategies which are essential tools for development of tourism industry for a particular tourism resource nation. This paper centrally focused on Nepalese tourism development constraints discourse by emphasizing the context of innovation and marketing. The data were derived from multiple sources such as: field observation, review of multiple public sectors tourism institution’s policy and plan documents, questionnaire opinion collected from domestic and international tourists and in-depth open-end interviews taken with influential tourism stakeholders. Even though there is not much that had been done to address the tourism innovativeness and marketing strategies from the academia and Government institutions in Nepal, this paper aimed to figure out the major pitfall and illustrate the suitable recommendation towards drafting the strategies and policies that can facilitate overall Nepalese tourism development. The subject is essential to ensure sustainable growth and to achieve the tourism national goal. Our study aimed to generalize the research gap by putting forward ITDM model which is the sum of idea generated from SOSTAC and Abernathy & Clark innovation model. ITDM was casted forward after analyzing and reviewing the applicability for Nepalese tourism development context. The highlighted finding of this research can conclude that: “There is collaboration dysfunctionality among key stakeholders, disintegration of common goals within key stake holders, failure of high-level tourism council functionality, inadequate budget line, un-contextual vision lead mission, lack of skilled manpower, poor tourism infrastructures, aviation infra scarcity, low degree of ICT readiness, un-updated national tourism policies, ignorance of triple helix correlation (GON, P.C, and Academia)”. These major constraints should be immediately addressed in order to achieve and yield tourism development national goal of Nepal.