TABLE OF CONTENTS

Acknowledgment……………………………………………………… x
List of abbreviation……………………………………………………... x
Executive Summary…………………………………………………….. x
CHAPTER:I INTRODUCTION…………………………………………………… 1
1.1 Background……………………………………………………………... 1
1.2 Focus of the Study……………………………………………………… 3
1.3 Statement of the Problem……………………………………………….. 5
1.4 Objectives of the Study…………………………………………………. 5
1.5 Significance of the Study……………………………………………….. 6
1.6 Limitations of the Study………………………………………………… 7
1.7 Scope of Study………………………………………………………….. 7
CHAPTER:II REVIEW OF LITERATURE………………………………………… 8
2.1 Conceptual Review of the “Marketing Strategy”………………………. 8
2.2 Review of the Related Studies……………………………………… 9
CHAPTER:III RESEARCH METHODOLOGY……………………………… 11
3.1 Research Design………………………………………………………… 11
3.2 Population and Sample…………………………………………………. 11
3.3 Source of Data…………………………………………………………... 11
3.4 Primary Data……………………………………………………………. 11
3.5 Secondary Data…………………………………………………………. 12
3.6 6Data Collection Techniques…………………………………………… 12
3.7 Data Analysis Tools…………………………………………………….. 12
3. 8 Limitations of the Methodology………………………………………... 12
CHAPTER: IV DATA PRESENTATION AND ANALYSIS………………………… 13
4.1 Nepal's Present Tourism Performance………………………………. 13
4.1.1 Visitor numbers 13
4.1.2 ………………………………………………………… 14
4.1.3 Visitor 15
4.1.4 expenditure……………………………………………………... 16
4.1.5 Length of stay ………………………………………………………….. 19

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4.1.6 Reasons for visiting 19
4.1.7 Nepal……………………………………………. 20
4.1.8 Seasonality 20
4.1.9 ……………………………………………………………... 21
4.1.10 Demography 22
4.1.11 ……………………………………………………………. 22
23
4.2 Sources of information on Nepal
23
4.2.1 ………………………………………
25
4.2.2 Access to Nepal ………………………………………………………...
28
4.2.3 Distribution of visitors within Nepal
29
4.2.4 …………………………………...
30
4.2.5 Occupancy
30
4.2.6 ………………………………………………………………
31
4.3 Key issues arising in the review of tourism performance
31
4.3.1 ………………
31
4.3.2 How Nepal has been Marketed ……………………………………..
31
4.3.3 The image of Nepal
32
4.3.4 ……………………………………………………. 32
4.3.5 Nepal Tourism Board marketing
32
4.3.6 ……………………………………….. 33
4.3.7 Key concerned issues…………………………………………………… 33
Regional marketing of 34
4.4
Nepal…………………………………………... 34
4.4.1
International co-operative marketing of Nepal 35
4.4.2
………………………… 36
4.4.3
Key issues arising in the review of 37
4.4.4
marketing…………………………. 38
4.4.5
Target Strategy for Future Growth ………………………………. 38
4.4.6
Targets for seasonality 40
4.4.7
………………………………………………… 41
4.4.8
Targets for visitor distribution…………………… 42

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 4.4.9 …………………….. 42
4.4.10 Inter-Himalayan tourism 42
4.4.11 ……………………………………………….. 44
4.4.12 Visitor bed night and occupancy targets 46
4.4.13 ……………………………….. 50
4.4.14 Visitor spend targets 50
4.4.15 …………………………………………………… 51
4.4.16 52
Monitoring and review
54
4.5 …………………………………………………
54
CHAPTER: V Key issues relating to tourism growth
55
5.1 …………………………………
56
5.2 Marketing Strategy for Tourism Industry ………………………..
5.3 General principles
………………………………………………………
Overall marketing
objectives………………………………………….
Positioning Nepal ………………………………………………………
Branding Nepal
…………………………………………………………
Clustering the product
………………………………………………….
Marketing starts with the product……………………………………….
Special interest product marketing
……………………………………..
Key source markets for Nepal …………………………………………
Main volume markets for Nepal………………………………………...
Main value markets for Nepal…………………………………………...
Developing markets for Nepal…………………………………………..
Medium term marketing strategy 2005-2009
…………………………..
County by country strategy 2005-2009

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 ………………………………...
Long term marketing strategy 2010-2015
……………………………..
Key issues in the Marketing Strategy for Nepal's tourism
industry……
The marketing mix ……………………………………………………...
Major Findings of the Study…………………………………………..
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
Conclusions
Recommendations

LIST OF TABLES

TABLE 1: Top arrival-generating countries to Nepal 2003 and historic growth

TABLE 2: Estimated visitor expenditure by market 2001
TABLE 3: Estimated length of stay by market 2001

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TABLE 4: Purpose of Visit 2001-2002
TABLE 5: Reason for visiting Nepal 2001 (top counties)
TABLE 6: NTB marketing mix 2003-4
TABLE 7: Visitor numbers and NTB revenue 2000 versus 2003-4
TABLE 8 Volume, value and developing markets for Nepal in the short and long term

LIST OF ANNEX

ANNEX-1: TARGET STRATEGY FOR FUTURE GROWTH

ANNEX-2: RESOURCES FOR MARKETING AND ROLE OF NEPAL TOURISAM BOARD
ANNEX-3: LIST OF QUESTIONERS WITH OFFICIALS AND TOURISTS

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