A PROJECT REPORT

ON

ROLE OF E-MARKETING FOR PROMOTING

TOURISM IN NEPAL
Study of Travel Agency in Kathmandu, Nepal

By:
Jeevan Parajuli
Semester, 7th 2073
Exam Roll No…….
Registration No.: ........

Submitted to
Public Youth Campus "BTTM Department"

Faculty of Management
Tribhuvan University

In partial fulfillment of the requirement for the

Degree of
Bachelor of Travel and tourism Management BTTM 7th sem

Dhobichaur, Kathmandu.
(year)

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 FACULTY OF MANAGEMENT

Tribhuvan University

RECOMMENDATION
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Report

Submitted by

(Jeevan Parajuli)

………………………………………..

Entitled

ROLE OF E-MARKETING FOR PROMOTING TOURISM IN NEPAL

Study of Travel Agency in Kathmandu, Nepal

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has been Approved by this

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ii
 DECLARATION

I, Jeevan Parajuli, Hereby declare that the work presented herein is genuine work done
originally by me and has not been published or submitted elsewhere for the requirement
of a degree program. Any literature, data, or works done by others and cited within this
report has been given due acknowledgement and listed in the reference section.

_______________________

Jeevan Parajuli

Public Youth Campus

Faculty of Management

Tribhuvan University

Date:

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iv
 Format of Project Report
CHAPTER TOPICS PAGE NO.

Declaration by Student i

Approval/Signature of Supervision, Co-Supervision, External ii

and Head of Organization

Acknowledgement iii
Lists of Table iv

Abstract of Report

1 INTRODUCTIOPN 1
1.1 Background of Study 1-3
1.2 Statement of Problem 3
1.2 Objectives of Study 4
1.3 Signification of Study 4
1.4 Limitations of Study 5
1.5 Research Methodology 6

II REVIEW OF LITERATURE 9
2.1 Conceptual Framework 11-13

III DATA PRESENTATION, ANALYSIS AND FINDINGS

3.1 Presentation of Data and Analysis
3.2 Findings

IV SUMMARY, CONCLUSIONS AND RECOMMEVDATIONS Approx no. of pages3-4

4.1 Summary
4.2 Conclusion
4.3 Recommendations

Bibliography
Appendices/ Annexure
Questionnaire/s, if any

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vi
1. Introduction
1.1. Background of the Study
Nepal being one of the poorest countries of the world has limited opportunity for the
faster economic growth. We have abundant resources for which the country enjoys
competitive advantages. The exotic culture, unique social setting, arts and architecture,
religion and above all people themselves are the resources, if harnessed appropriately
could bring about noteworthy achievements. Nepal consist lofty snow capped Himalayan
mountains of Everest, Kanchenjunga, Annapurna, Dhaulagiri and many other peaks, to
the temples ( Pashupati, Krishna Mandir, Manakamana and Muktinath being the most
famous), stupas and monasteries (Swoyambhunath and Bouddhanath or Tengboche),
World heritage Sites(the birth place of the Buddha Lumbini or the ancient cities of Patan
and Bhaktapur), stunning views, popular lakes(lake Phewa at Pokhara), snow-capped
mountains( including, the 8,8848 m Everest) and national parks( Chitwan and Bardia).
The mountains and majestic Himalayas are the true tourism assets and icons of our
nation. Trekking tourism is the most popular type of mountain tourism in Nepal, followed
by mountaineering and rafting.

The most crucial factor is that without planned promotions and marketing’s of Nepal as a
tourist destination and marketing tourist products, it will not be possible to advance the
concept for the realistic achievement. His majesty’s government of Nepal has accorded
high priority to the sustainable development of tourism and has made poverty alleviation
a primary objective of the tourism sector. Before the formation of Nepal Tourism Board
(NTB) in 1999, the promotion of tourism was completely handled by Government of
Nepal. The country now has over 532 Travel Agencies and 337 Trekking Agencies
(Sources: NTB).

The research highlights e-marketing prospect of tourism industry of our nation. In this
respect, the findings of this thesis seem to be practical and useful given the present state
e-marketing prospect of tourism in Nepal. Top priority is to be given to its continuous
development and promotion with the right formula. Today marketing tourism is our prime
concern, for the majority of travel and tour operator in Nepal, the promotion has become

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a marketing gimmick. Most of the tourist operators in Nepal are using traditional way of
marketing. However, there are significant gap between traditional and hi-tech way of
doing marketing through internet. Though government and travel related association is
tasking lots of concern in promotion of tourism, private sector have majority of share in
Nepal Tourism Industry. The needy step has to be opened from these private institutions
to promote tourism in Nepal.

A new and extremely powerful tool that can be used to remain competitive and successful
in the world of tourism marketing is internet. The internet's potential is so great that some
have described it as a “Marketing Bonanza”. The internet is a means of communication
that allows data transfer between computers. Originally it was designed as a military
communications tools. The most common use of internet are currently e-mail being 80%
of all internet usage and the World Wide Web (WWW) at 45%.

E-mail can be the most easily compared to telex. Now, more or less outdated in the west,
with the exception of a few specific industries. A letter or notes is typed on a keyboard
and sent through the modem down the telephone line to a computer where it can be
retrieved by the intended recipient. The World Wide Web is a means of filing computer
generated data, text and graphics. A website may be compared to a magazine on one’s
computer. Number of websites on the internet runs into the million and is growing daily.
Websites cover just about every interest available to mankind. For success in tourism
promotion, Nepal tour operators and hotels need to get connected to the internet and work
towards better communication with potential customers around the world. Operators need
to establish websites with professional web producers. This method of doing business
does require change and training. Having an internet account does not necessarily mean
that operators will maximize the potential of this new medium, not using an internet
account properly is often worse than not having one at all. It is at the convergence of
tourism, marketing and the internet (i.e. e-marketing), that thesis emerges. In Nepal, only
handful travel related agencies have marketed their services through internet in systematic
way.

Specifically, the purpose of my research is to review the form and function of internet-
based tourism marketing (i.e. e-marketing) to investigate its role and impact of Nepal
Tourism Industry. The World Wide Web (WWW) is the fastest growing marketplace.
And power of internet can’t be ignored. E-marketing can reduce your marketing cost
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dramatically. The best free marketing tool invented ever email. In short, site content and
structure should match visitor needs and abilities. Taking all these considerations in
general, this research will focus on finding out the e-marketing role and impact in tourism
sector by travel agencies in Nepal.

This research will be valuable for those involved with, or interested in the tourism
industry, tourism marketing and interest marketing. Furthermore, as the literature on
internet tourism marketing is limited, this research will be beneficial for those studying or
practicing in this area. I also believe this literature will be of social significance, as
hopefully it will promote user-friendly design of tourism. By learning and applying the
guidelines for effective tourism marketing on the internet. Nepalese travel agencies will
be better prepared to face the marketing challenges of the future.

Keeping all those advantages in mind development to tourism, travel agencies must
follow effective modern marketing producer to promote tourism industry. Still tourism
industry in Nepal is bright if effective marketing methods are undertaken and if the
current political situation stays stable. Given this background, this paper attempts to shed
some light on the e-marketing prospects practiced in tourism sector by travel agencies in
Nepal and how travel agencies can helps future tourism development in the country
through effective hi-tech method of marketing.

1.2. Statement of the Problem

At present, Nepalese tourism industry is surrounded by numerous problems. Beside these

environmental problems, there is lot of other problems regarding E-marketing
phenomena. Due to unaware of World Wide Web and E-marketing power, still travel
agencies are not taking advantage of Hi-tech way of doing marketing. Most of the people
are not conscious about internet as marketing tool. Many travel and trekking agencies
from major cities like Kathmandu, Pokhara etc have their websites but existence of
website does not mean that customer will visit. They have misconception about website
and marketing through website. The success of the tourism industry has been due in large
part to the efforts of individual tourism proprietors. So individual travel agencies should
initiate to promote its services and product by themselves through website but lack of
ignorance regarding marketing in internet unable them do so. For the majority of tourist

3
operators in Nepal, the promotion has been a marketing gimmick. Most of them are using
traditional way of marketing.

Nepal's tourism marketing is traditionally mistreated. Our marketing so far has been such
that tourism here becomes a seasonal business that is between October and April.

1.3. Objective of the Study

Any study is carried out with a definite objective. Similarly, this study also has its own
objectives. From the topic, Role and Impact of E-marketing on Tourism Sector Practiced
by Travel Agencies of Nepal, the objective of thesis can be assumed. So the basic
objective of the study is to explore the Role and Value through E-marketing in Nepal.

It is difficult for any organization to share its promotional practices in tourism sector
because it is an important aspect to survive in the market. Being E-marketing regarded as
a new promotional tools, the objective sounds difficult. However in this study, it has tried
to explore the current hi-tech method of marketing trends among travel agencies in
creating a desirable and realistic image of tourism in Nepal.

The objectives of the study are enumerated as follows:

 To examine Travel Agencies perception regarding E-marketing.

 To analyze popularity of internet as marketing tools among Travel Agencies.
 To assess the internet base tourism marketing and its significance in the rural
tourism.

1.4. Signification of the Study

The purpose of this thesis is to explore the hi-tech method of marketing practices done by
travel agencies and institution to promote the tourism in Nepal. It is at the convergence of
tourism marketing and the internet that this research emerges. Specially, the purpose of
my research is to review the form and function of electronic marketing, to investigate the
e-marketing prospects of tourism in Nepal, and to suggest guidelines for the future
promotion methods. This research will focus on the facts and figure of current market of
tourism and how the travel agencies are marketing tourism destinations through internet.
Marketing (specially marketing positioning) involves the creation of an image of the
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product or services, in the case, the tourism destination or, more general place. Central to
may research is the belief that no matter how good tourism destination, how low the
price, nothing will be effective if good marketing methods are not implemented.
However, there is a fine line between traditional promoting the destination and hi-tech
promotion through internet. Bad marketing methods can lead to tourist disappointment
and dissatisfaction, loss of business, bad “Word of Mouth “advertising and a poor
reputation. Accordingly, the researcher will help to answer the following terms:

 The current e-marketing prospect practiced in tourism sector by travel agencies in

Nepal and their perception regarding e-marketing.
 To suggest, how we can uplift the declining trend of tourism through internet
inNepal.
 To make suggestions for future marketing efforts.

This study deals with promotion in tourism with a focus on electronic marketing. The
objectives of the study was to find out the e-marketing prospects practiced in tourism
sector by the travel agencies in Nepal and the importance of the internet for promoting
tourism destinations. The study results can be referred by tour operators for promoting
their destinations worldwide.

1.5. Limitations of the Study

This research will be tried to carry out without a stain of errors. But it isn't a fact in reality
because some errors may occur during the study. Almost all the research works are based
on samples, therefore sometimes sample may not present population. Every researcher
tries to do errors free study which is not an exception.

Before starting the research, following errors can be expected. It is tried to overcome the
shortcoming in this study. However, following limitations can be considered:

 Travel agencies may not want to share the E-marketing promotional strategies
with outsiders.

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  It is not possible to collect data from entire tourism industry, so it may not be
proper output to find out the perception of E-marketing among travel agent.
 Tourism industry includes many industries like Hotels, Restaurants, Transports,
Airlines, Trekking agencies etc. So this research does not represent the data from
whole tourism industry.
 Study area is small and oriented to Kathmandu Valley only.

1.6. Research methodology

Research methodology is the most important aspect of research work. Reliable and
relevant study can be made possible only by applying scientific method. Hence, the
primary purpose of this chapter is to discuss and design the framework for the research.
Different procedures have been followed:

 Research Design

The main intention of this research is to collect the information, which describes the E-
marketing prospects, participated in tourism sector by travel agencies in Nepal. For this
purpose, survey is non-experimental research design, classified as either descriptive or
exploratory, although there is no difference in classification. They are designed to obtain
detail information from sample population. Survey is conducted to obtain detail
information existing variable by either structure questionnaires or statistical tools. I have
undertaken the following things:

• Problem identification of this reason for selection of the topic.

• Clearly describe the data to be obtained.
• Explanation of how the data is to be obtained.
• Method of Analyzing the data.
• Research Report

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  Natural and Source of Data

The present study has been completed mainly with the help of primary data; the primary
data are collected through fieldwork containing interview and questionnaire with travel
agencies which is located in Kathmandu Valley. Apart from this some information is
collected through instructed interview with concern personal and other data are collected
from Nepal Tourism Board, MOCTCA, NRB, MOF, articles, books and other relevant
reports related with tourism.

 Population and Sampling

A sample is generally selected for study because the population is too large to study in it
entirely. In order to review the E-marketing prospect and practiced in tourism sector by
travel agencies in Nepal, is necessary to identify and examine a sample of travel agencies
because the population of travel agencies because the population of travel agencies
operating in Kathmandu Valley is immense and difficult to define. There are more than
600 travel agencies. 60 travel agencies are selected randomly as a sample out of total
population.

In order to narrow the parameters of this study to a manageable scale and to obtain a
meaningful and comparable sample. The sample are collected incorporating all level of
travel agencies like big, small and medium; a sample of the 60 travel agencies is
purposive and based on the location, data of established &level.

1.6.1. Methods Used in Collection of Primary Data

Survey and Interview

For the purpose primary data collection, field survey was conducted. During the survey
in addition to reading materials, the means of gathering the data and information included
both questionnaire and interview techniques has been used in order to collect the data for
the study. For the data, from authorized personal of Travel Agency. Apart from the
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questionnaires, some unstructured interview was also taken to collect more information
about tourism industry and their difficulties. Questionnaires are designed in such manner,
which can cover all the objectives of the study. As it is mentioned above questionnaires are
prepared to collect the primary data. I hope to collect information that is more exact on the
research topic with the help of the questionnaires.

The first step of the study is to collect the necessary information from sampled travel Agencies.
The job has been fulfilled by a field visit to the travel agencies and interviewing key informants.
The second step of the study is to collect necessary data for the research objectives. It is done by
another field visit to the same travel agencies Questionnaire were distributed to the related person
of the travel agency and collected after some time the field visit is conducted 2020 January. The
collected data is fresh and first hand in nature since there has not been such study undertaken
specifically on this subject .thus, various facts collected have been carefully studied.

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2. Review of Literature

In the present day context marketing has become one of the important as well as
challenging jobs of any business organization for the success of any business activities
proper marketing system is needed. Marketing denotes the business activities that direct
the flow of goods and services from producers to the consumers of users in other words it
is the process of exchange between seller and buyer.

In the view of Drucker (1976), the aim of marketing is to know and understand the
customers so well that the producer or service fits and sells itself. According to the British
Institute of marketing, “Marketing is the management functions which organizes and
directs all those business activities involved in assessing and converting customers
purchasing power into effective demand for a specific product or service to the final
customer or user so as to achieve the profit target o other objectives set by the company”
(Bhatia, 1994:139). Similarly Eugene J.Kelly has defined marketing as “a business
discipline, marketing consists of systematic study of the demand generating or consumer
motivating forces, the temporal and spatial considerations influencing economic
transactions, and the interacting efforts and responses of buyers and sellers in a market”
(Bhatia,1994:140).

According to the American Marketing Associations, “Marketing is the process of

planning and executing the conceptions, pricing, promotions and distributions of ideas,
goods and services to create exchange that satisfy individual and organizational
objectives” (Bennet, 1988:115). Today, in the field of marketing, more priority is given to
know the desire of customers and to satisfy them. The present concept calls for a
customer orientation backed by integrated marketing aimed at generating customer
satisfaction and long run consumer welfare as the key to attaining success
(Kotler,1972:46-54).

There is a need of tourism marketing with proper planning and sound policies. “Its
complexity lies in the fact that tourism promotion in its various forms has to bedirected at
large number of people in various lands of different socio-economic structures, having

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different needs, tastes, attitudes, expectation and behavior pattern. It is only through the
efficient marketing strategy that will help to understand people's tastes and preference for
travel. And hence need for marketing in tourism” (Bhatia, 1994:141). However, tourism
industry does not seem to apply marketing approach for its promotion and development
adequately (Anand and Bajracharya, 1985:1).

The lacunae in promotional, efforts in Nepal are further indicated by the fact that “the
expenditure made in publicity is too poor and not more effective in both quality and
quantity". The Ministry of Tourism published brochures and booklets about tourism only
in few languages and that also in limited copies. There is lack of advertisement in the
foreign papers; in such a situation most of the visitors are unknown about Nepal”
(Shrestha,1981:65).

“Nepal lacks the most essential market information focused on its products, while the
most irrelevant material is produced at considerable cost and dubious impact. Fair
participation, in the absence of proper information material to flow up interest, poorly
staged as it often is, appears less than effective and probably a waste of money. At the
same time, there is an urgent need for Nepal to work against increasingly critical world
media coverage on ill effects especially on mountain tourism. By inciting journalists,
Nepal should convey the fact that it is taking serious steps towards improving matters, but
needs help to do so” (Ministry of Tourism,1984:102).

Another serious challenge faced by tourism sectors is the level of competition because it
is very competitive business. Here it will be interesting to quote the slaying of (Alwis,
1997:8) “my friend in the travel industry in Nepal, talk of the glorious days, barely a
decade ago, when a trekking tour was sold to visitors for US $ 80 per day on the average.
They now lament, that it is sold for only US $ 18 per day on the average.” In the view of
Alwis, “this certainty is not the result of the lack of demand for Nepal" unique tourism
potential or a lack of adequate number of „up market visitors out there in the marketplace.

It is in the opinion of most of the result of unhealthy competition between the travel
agents, the hoteliers, the tour operators (trekking, rafting and other), the protections of the
sky and the like. They also claim that it is the lack of specializations, lack of product
quality improvement, diversification of product and inadequate delivery of quality
service.” In this respect “the government of Nepal should have clear policy to discourage

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cut-throat competition in the hotel industry and thereby attract quality tourist” (Sandhu,
1996:36).

 Conceptual Review of Framework

The internet has traditionally been for research and communications, and this may explain
the reluctant of people to accept it as a marked place (Resnick& Taylor, 1994: xxvii).
Nevertheless, this is changing and wise use of the internet for marketing will help tourism
destinations remain competitive in the evolving tourism industry. As Poon (1993:89)
state, “in a constantly changing travel environment, innovation becomes an indispensable
tool for survival.”

The internet's role in a marketing strategy is new, and rapidly evolving. Initially, much of
the literature concerning marketing on the internet was actually focused on advertising
and selling on the internet (see Resnick & Taylor, 1994, Gonyea & Gonyea, 1996), rather
than using the internet throughout the entire marketing process. This concern is raised by
Bicker ton et al (1996). However, this trend is changing as an abundance of books
focusing on the integration of the internet into the overall marketing plan has been
published recently (see Hanson, 1999, Zeff&Aronson, 1999; Sterne, 2001; Wilson, 2001
Zimmerman,2001).

Marketing on the internet is “affordable, dynamic and wide-reaching.” It is an incredibly

powerful communications and research tool, which can help the marketer effectively
perform traditional marketing duties such as conducting marketing research, examining
competitors, forecasting and advertising. However, it has some special attributes that
must be taken into account.

E-marketing is marketing that utilizes the medium of the internet. There are of course far
more elaborate definitions, but that's it in a nutshell. If that's too brief for
you,here‟sagooddown-to-earthdefinitionCiscogiveontheirwebsite:“E-marketingisa
general term for wide array of activities-advertising, customer communications, branding
and relationship-building efforts, loyalty and retention programs, and more- all conducted
over the internet. Much more than creating a website, e-marketing focuses more on
communicating on line using a customer directed dialogue with your customer to do
business with you. In short, we define e-marketing all the things your business does on

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line to find attract, win, and keep customers.” Whatever definition you use, the
fundamental principles of marketing still apply toe-marketing.

 The importance of E-Marketing in the Tourism Industry

407.1 million People were estimated to access the internet as at November 2000. This is
global figure, which also highlights the fact that the internet is the one medium, which
can be used to reach every city and every country over the globe. It means tourism does
not just have to concentrate on traditional marketing method-nothing is impossible. If
travel agencies have a website, this in itself means it is accessible by the global market
and it is a vital that this business take advantage of this. The only way to market globally
is via the internet, and it is important that the promotion (such as through magazines,
radio and local promotions) cannot gain the site remotely as much traffic as marketing on
the internet can. If done correctly, the sky can be the limit that is tourism development
can be happened.

The tourism industry encompasses many businesses, such as accommodations, attractions

transportation, and restaurants, each of which may undertake marketing efforts. That is,
there are different scales, at which marketing can occur, from large- scale marketing of
individuals business or attractions (such as cultural tour operator, adventure tour, eco-
tourism business), to small-scale marketing of services through internet and destination
regions, because it is at the regional, or community, level that “Successful tourism is
likely to take place” (Health and Wall, 1992:6) and at which “most of the impacts of
tourism, both positive and negative, occur” (Murphy, 1983, in Health & Wall, 1992:6).

Tourism is largest industry in the world. It is a very competitive industry with a highly
volatile product. Destinations in vogue today often are out of fashion tomorrow. E-
marketing is one of the main ways for services or destinations to inform and entice
potential tourists and to gain competitive advantage. However, many service industries
such as tourism have traditionally used marketing less than manufacturing firms, as they
felt it was too expensive, time-consuming, unnecessary, and unprofessional (Kotler et
al:1996), relying primarily on an established reputation attract business. And there are
still those who consider marketing unprofessional, particularly within area of advertising.
Such detractors hold on the belief that marketers will do anything to sell their products or
services, with their number one goal being the market of a “quickbuck.”They are seen as
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having a complete lack of respect for customers‟ opinions, desires and intellects, and the
environment or society as a whole. But this is an unfair view of many of today's
marketers, because in a true marketing philosophy, customer satisfaction is important.

Some have noted e-marketing also can be used to protect the environment, improve
quality of life, and help society as a whole. E-Marketers can be use demand management
to increase, decrease, or shift demand for a product or service either temporarily or
permanently. In the case of tourism, e-marketing can be particularly useful, as it can be
used to even-out demand (i.e. increase off-season visits, and limit high-season visits, thus
reducing congestion, crowding and environmental impacts), to restricts access to sensitive
areas. Travel agencies that adopt a modern marketing philosophy “that focuses on the
satisfaction of tourist needs and wants while respecting the long-term interests in the
community” (Mill & Morrison, 1985:360) will benefits not only themselves, but
consumers the environment, and society. This is corroborated by Poon (1993:7) who
believes that “New tourism can play a leading role in providing and promoting more
sustain table patterns of development and in education and conservation, because in the
tourism industry, there is much more to gain (or lose) than just profits.

E-marketing allows to find new markets, redefine existing markets and to apply the
appropriate strategies to ensure that market share is increased and sustained. The internet
has provided tourism marketing with many new tools and given old tools new or
improved meanings. “Because the World Wide Web presents a fundamentally different
environment for e-marketing activities than traditional media, conventional marketing
activities are being transformed, as they are often difficult to implement in present form.
This means that in many cases, these marketing activities have to be reconstructed in
forms more appropriate for the new medium.”

3. Data Presentation, Analysis and Findings

Travel Agencies are the path shower to every individual who are searching for various
travelling options and adventures. There is a saying this world is a book and those who
don’t travel, they only read pages”. It means that travelling helps an individual's to
know and perceive about different religions, places, culture, and civilization and so on.

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These kinds of events can be successful with the help of travel agencies. Not only this,
travel agencies have a key role to play in tourism development. Various kinds of activities
are conducted via travel agencies and they link up with the people who wants to explore
such activities.

In Nepal, there are various kinds of activities that tourist (both domestic and foreigners)
can enjoy with the vary pace and entertainment. The activities are like Tour, Trekking,
and Expedition and so on. The tourism sectors can be developed with these kinds of
activities and there must have the proper co-ordination between government, private
sector and people.

There were several steps to analysis findings of the research. The steps referred to 22
research questions and helped to find out the E-marketing prospects practiced in tourism
situation. Knowledge of interest marketing / e-marketing, problem for not implementing
as a promotional tools and the major problem the sector face at present. Major objective
of search is to find out the current trends of e-marketing practices by travel agencies in
Nepal. So, tourism sector by travel agencies. In the respond on the objectives of this
research, views of travel agents are analyzed. The questions were objective, ranking and
subjective types. The respondent's views are analyzed in the following tables using
statistical tools.

 Questionnaire
 Data Analysis
 Tabulation (%)
 Presentation
 Pie Chart

3.1. Analysis

Analysis of the Respondent’s opinion on Most Suitable

promotion Medium
Table 3.1.1

Distribution of the Respondent’s Choice

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 Promotional Medium Respondents

Numbers % (percentage)
Magazines 2 3.33
Personal Contact 29 48.34
Website 17 28.33
E-marketing 12 20
Total 60 100
Source Field Survey, January, 2020

The promotional variable are given in above table, the respondent's perception
29(48.34%) respondents whose choice of promotion medium, similarly 12(20%)
respondents prefer E-marketing as promotion tools whereas only 2(3.33%)
Respondents favor Magazines as a promotion medium. It seems that most people
prefer personal contact as promotional medium rather than promoting though other
promotional medium.

Analysis of the Respondent’s Do You Have Website

Table 3.1.2

Distribution of the Respondent’s weather they Have Web Site or No

Do You Have a Website? Respondents

Number % (percentage)
Yes 50 83.33
No 10 16.67
Total 60 100

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 Source: Field survey, January, 2020

Table 3.1.2 and shows the availability of website or not in a travel agencies. In total
50(83.33%) travel agencies had website. Only 10(16.67%) travel agencies had not
kept website. It seems that majority of travel agencies do have website. Only few
travel agencies do not have website.

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 Analysis of the Respondent’s opinion for Having Website

Table 3.1.3

Distribution of the Respondent’s opinion for having website

Factors Respondents
Numbers % (percentage)
Promotion 43 71.67
To provide information 17 28.33
Prestige 0 0
Others 0 0
Total 60 100
Source: Field Survey, January, 2020

Sales
0.00%0.00%

28.33%
Promotion
To Provide Information
Prestage
72.00% Others

In the above table, graphic shows the respondent's perception regarding reason
for having website. There were60 total respondents‟ Among 600 total
respondents majority 43 (71.67%) thought they had created web site for
promotion purpose where as 17 (28.33%) thought they had created web site to

17
provide information about their profile and services It seems that most of the
travel agencies have created website for promotion their services

Analysis of the Respondent’s Idea on E-Marketing

Table 3.1.4

Distribution of the Respondent’s Idea on E-Marketing

Idea on E-Marketing Respondents

Numbers (%) (Percentage )

Yes 43 71.67
No 17 28.33
Total 60 100

Source: Field Survey, January, 2020

Fig 3.1.4
Statistic Presentation of data

0.00%
Sales 0.00%

28.33%

72.00%

Promotion To Provide Information Prestage Others

Knowledge or idea of e-marketing helps promoting site through internet. The

18
idea of respondents regarding e-marketing is presented in table 4012 and graph.
Which shows that out of 60 respondents 43(71.67%) has idea about e-marketing
where as17 (28.33%) didn't have any idea about e- marketing. It seems that most
of the travel agents so have idea about e-marketing. This is encouraging result
for tourism sector.

Analysis of the respondent’s what are the promotional

tools you are undertaking for promoting your site

Table 3.1.5

Distribution of the Respondents’ way of promoting site

Promotional tools Respondents

Numbers % (percentage)
Not at all 0 0
Email-Marketing 34 56.67
Search Engine 23 38.33
Including Your YRL In 13 5
Tourism related directories
Total 60 100
Source: Field Survey, January, 2020

Fig 3.1.5
Statistic Presentation of data

Sales

0%
5%
not at all

38% Email-Marketing
19 57%
Search Engine

Including your URL in Tourism

related directories
In the above table 3.1.5 shows respondent's way of promoting site. Here only18
respondent as chosen the promotional tool options. Among 18 respondent's most
of the respondents and chosen two options instead of one, though no of
respondents were 18 but I have also included those respondent's who
hadselectedtooption.Here23 numbers of respondents were assumed and
presented accordingly. Out of 23 numbers of respondents were assumed and
presented accordingly. Out of 123 respondents 13(56.52%) of respondents were
undertaking e-marketing options to their promote site similarly 9(39.13%) no of
respondents were undertaking search engine option to promote site. Whereas
only 1(4.34%) on of respondent was undertaking URL inclusion in tourism
related directories method to promote their site. It seems that both email
marketing as well as search engine were taken tentatively equally by travel
agents to promote their site

Analysis of the Respondent’s Reason for not

Implementing Internet as Promotional Tools

Table 3.1.6

Distribution of the Respondents Reason for not implementing internet as

promotional tools

Reason Respondents

Numbers % (percentage)
Lack of fund 5 27.78
Lack of knowledge 13 72.22
Inefficient medium 0 0
Other 0 0
Total 18 100
Source: Field survey, January, 2020

Fig 3.1.6
Statistic presentation of Data

20
 0% Sales
0%

28%

Lack of fund
Lack of knowledge Inefficient medium Oth

72%

Table 4.18show that out of18 respondents‟ due to lack of knowledge

majorityofrespondents‟i.e.13 (72.22%) had not implemented internet as
promotional tool. Whereas 5(27.78%) respondents‟ though due to lack of
fund they had not implemented internet as promotional tools. It seems that
most of the travel agencies are not implementing internet as promotional tools
due to lack of knowledge.

Analysis of the Respondent’s rating of contribution Made

by Internet for promotion of Tourism in Nepal.

Table 3.1.7

Distribution of the Respondent’s Rating About Internet Contribution

Contribution Respondent
Numbers % (Percentage)
Poor 2 3.33
Satisfactory 53 88.33
Good 5 8.34
Very good 0 0
Total 60 100

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Source: Field survey, January, 2020

Fig 3.1.7
Statistic presentation of data

Sales
0% 3%

9%

Poor
Satisfactory
Good
Very Good
88%

Table 3.1.7 shows that respondents‟ opinion about contribution made by internet
for promoting of tourism in Nepal. The respondents were asked about internet
contribution. Out of 0 respondents, i.e. 53(88.33%) respondents had indicated
satisfactory internet contribution for promoting of tourism in Nepal similarly
5(8.34%) respondents‟ had indicated good internet contribution. Whereas
2(3.33%) respondents‟ though internet had contributed poorly. It seems that
majority of respondents where satisfy by the contribution made be internet for
promoting tourism in Nepal.

3.2. Analysis of respondent’s views on problem dose the

sector face at present

This question was asked to different travel agencies personnel regarding present
problem does sector face at present among 60 respondents all of them gave same
answer. Every respondent had pointed out same problem the sector face at
present. They believe at present sector is badly hit by interval problems such as
unstable government, law and order situation, rumor that international media had
been spreading regarding Nepal as an unsecured destination for tourist etc. These

22
are the problems that had been demoralizing the tour operator in Nepal. It seems
that if these problems will be rectified and effectively marketing is undertaken
than goods day will definitely come back.

Findings

I've asked most suitable promotion medium, respondents prefer personal contact
for promotion medium rather than promoting through website (33%) e-marketing
(20%) and magazine (3.33%). Most travel agencies(83..33%)do have web site
published on web, whereas, only(16.67%) do not have web site and reason for
having website is for promotion71.67% respondents responded but28.33%
respondent's kept website for providing information. I asked do they have an idea
of marketing (71.67%) had an idea about e-marketing and (56.67%) of
responds were using e-mail marketing and 38.33% were using search engine
submission and only 5% were using tourism related directories as e-marketing
promotional tools of those who were using e-mail marketing method. When
asked reason for not implementing internet as promotional tools. Of those, who
had selected that they have lack of knowledge i.e. 72.22% of the respondents
gave the reason, due to lack of fund.

In addition, when I asked to rate the contribution made by internet on tourism

sector majority of the respondents (88.33%) was satisfied by the contribution
made by internet for promoting tourism in Nepal. Among the total respondents
frequency duration of using e-mail majority of respondents had been using e-
mail daily.

While unstructured interview and subjective question asked, the entire

respondents consensus that at present tourism is badly hit by interval problems
such as unstable government, law and order situation and rumor that international
media had been spreading regarding Nepal as an unsecured destination for tourist
etc. It is crucial to note there were no significant differences between the
responses provided by respondents (i.e. any level of organization either big or
small travel agencies) for most of the question throughout the survey. Therefore,
all the travel agencies are not taking serious consideration regarding internet

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 marketing as important elements for promoting tourism.

4. Summery, Conclusion and Recommendation

The research question based on field survey and analysis are summarized below.
Regarding the issue stated in conclusions, some suggestions are explained in
detail in the following section, Recommendation. This chapter is the concluding
part of this writeup.It‟stheresearchreportone-
marketingprospectpracticedintourismsector by travel agencies in Nepal. The
study area was located at Kathmandu valley. A total of 60 respondents were
randomly selected for finding e-marketing prospects practiced in tourism sector
by travel agencies in Nepal. Another important feature of this study is to suggest
appropriate recommendation regarding how tourism can be promoted though
internet.

4.1 Summery

Nepal, tough a small in territory, it is well known as land of mighty mountains

with iconic Mt. Everest. End owed with beautiful landscapes. Natural beauties
and cultural attractions, Nepal is famous destination for international travelers
through tourism started only after sixties. Nepal within two decades became
successful to have its significant position in word tourism scenario. Tourism in
Nepal became a strong contributor in national economy after it boomed in
eighties. It has become important foreign export being major score of foreign
exchange. A part from this, it has been contributing in creating direct and
indirect employment opportunities

We have abundant resources for which the country enjoys competitive advantages.
Tourism represents one among such sectors. Which could rebuild the image of
country bringing back multifaceted benefits to the country and the people at large. It
also emerged as an exemplary model for the Nepalese economy and represents around
4%tothecountry‟sGTPandalsoamajorsourceof employment. She has developed as an
independent sector of the economy heavily involving the Nepalese private sector.
Travel agencies are among such private sector wings which are responsible to bring or
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has contributed to great extent to invite lots of tourist from all over the world. So to
great extent promotion of tourism by these travel agencies has direct correlation with
the inflow of tourist in Nepal. In order to find the perception of travel agencies
regarding e-marketing prospect practiced in tourism sector this topic was undertaken.
With this respect five objectives were taken into consideration i.e. To survey the
current market situation of Travel Agencies, to find and examine Travel Agencies
perception regarding E-marketing to find out popularity of internet as marketing tools
among Travel Agencies, to explore the problems and prospects or E-marketing and
recommended appropriate recommendation in order to promote intoxicating beauty of
this country through internet.

To determine the objectives of the research field survey where conducted using
survey question (Appendix). A total of 70responses were collected during a 15days
period in January, 2009 of the responses collected, 60 were complete and 10 were
incomplete. Approximately 70% of all respondents were from Thamel area and rests
were from Durbar Marg, Kamalpokhari, and Naxal and other palaces collected
information was analyzed in order to determine objectives of the research using static
tools.

4.2 Conclusion

The most crucial factor is that without correct promotional and marketing of Nepal as
tourism destination and marketing product for potential tourists the flow of tourist
will not increase. Though travel agencies are paying vital role for promoting Nepal as
tourist destination in its own way and knowledge of internet seems satisfactory but the
way of marketing through internet seems minimal.

Over the last five years, the growth of internet has been exponential, internet is part of
hundreds of millions of peoples, lives, and the number of users keeps growing. If
tourism is to be developed sensible the travel agencies must promote its site and
service through internet to reach wide number of tourist all over the world. Only to do
it is through internet. Though travel agencies are participation trade fair have website
and using email for getting in touch with their clients but that's not enough with the
growing no of international tourist and its competitors. Almost all the travel agencies
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in Kathmandu valley do have website but existence of website doesn't mean visitor
will come to visit their site, for that promotion is most. It seems that travel agencies do
have knowledge about e-marketing but they are not taking into professionally or to a
great concern, may be due to lack of knowledge or fund. We must expand our
tourism. Currently travel agencies stuck In promotional through personal contact,
through tour agents and marketing in local area to grab bunch of tourist and focus on
Europe and Asia but with the advantages of internet they can reach all corner of the
world.

Travel agencies must not overlook the fact that a new trend in international tourist is
emerging. Before every visit to any country tourist are more concern about the
security and activities that region can offer. Get all those information through website.
Travel agencies have abundance to packages to offer the only concern at present is
lack of security to tourist and proper way of doing marketing on internet. If the
current problems solved and travel agencies undertake internet as promotional tools
definitely the flow of tourist will rice.

Tourism industry is a foreign currency spinner and its impact on Nepalese economy
can hardly be exaggerated. Given the diverse nature of tourism resources in this part
of the world, promotion is must in order to better inflow the number of tourist in
Nepal internet marketing /E-marketing is one of the promotional tools to promote our
destination and services throughout world. This major aims of the study was to assess
the travel agencies perception regarding e-marketing.

The research presented in this thesis is an impotent step in the examination of the
current situation e-marketing prospects practices and its problems. This research gas
demonstrated the current trends of internet marketing and its knowledge among travel
agencies. In this survey there were 60 sampled travel agencies of Kathmandu valley.

This research process itself has been valuable learning experience about current
situation, e-marketing popularity and its problems among travel agencies. Almost all
the respondents perceived that the situation is very critical at present.

26
Recommendation

Nepal Tourism Board and all the tourism related association should also take
some initiatives and organized programmed regarding internet and its
effectiveness as promotional tools and suggest way of doing it for travel agencies
and other tourism related organization hotel. Trekking agencies etc. here are
some of the recommendations how the tourism product can be promote through
internet.

 Education regarding internet and computer plays a vital role to

determine every change in world. This study recommend that
education e-marketing is must for travel agents in order to promote
its services through internet or can consult with internet marketing
consultants likewww.Mountdigit.com for promoting its services
through internet.
 Web site is most to display travel agencies profile, services it offers
and information about places they can be visit. For that web site
should be made interactive way where viewers can negotiation.
Prices of packages travel agencies can offer can also be displayed.
Generally email marketing can be implemented with these three
objects in mind.
- Sending direct promotional emails to try and acquire new
costumers or persuade existing customers to visit again.
- Sending email designed to encouraged customer loyalty
enhanced the costumer relationship.
- Placing your marketing messages or advertisements in emails
sent by other people
 By using search engine to market your tourism service on internet.
Travel agencies web site need to have text that is rich in content
which uses the

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 key words you think will get you the targeted traffic to get you
potential customers from search engine.
 Travel agencies also can submit its site using pay inclusion. Although
there are several different kind paid inclusion like pay-per-click or
positioning your site top ten popular search engine. Advantages of
pay inclusion are that are indexed much faster than submitting
through free add URL. There are different pay inclusion program you
can search on internet all you need to do is spend few hundred
dollars annually as service charge or you can submit your site using
free add URL search engine like Google etc.
 Travel agencies can also use tourism related service directory or web
sites that link or feature your details of your tourism service on their
web site. I would like to recommend www.safarinow.comfor better
service they also charge annually few hundred dollars for their
service you can find lots of such directories on web
 Links from other popular web site back to your website is one way of
increase site's popularity. You need to search for website that there
are right ones. Then you need to send the web master an e-mail
asking for link in exchange for a link to his site then you need to
setup a link on your site to his site and then you need check that he
has a set up a link in return.
 Link popularity travel agencies can also exchange banner of their
respective company using barter system asking for one another to
set up a banner on is other web sites. Or travel agencies con add its
company banner at most popular site like msn, yahoo etc. by paying
few hundred dollars annually.
 There are the few of the promotional way to promote web site on
internet in order to inform about the services on internet. If the
correct method of promoting is used on internet to popularize travel
agencies sites definitely it will contribute to promote tourism sector
in Nepal to great extent.

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