De montfort University Niels Brock Business College

United kingdom Copenhagen, Denmark

Assignment on

Analysis of Adventure Tourism in Nepal

Submitted To:

Hans Breitenstein

Module Tutor

English Language Skills for Business

Module : HUMS 3006

Submitted By:

Student No.:

P14010763

P14010533

P14010317

P14010701

P14010030

Pre Masters ( Graduate Certificate in International Business)

Words counted: 2633

14th April, 2015

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 Table of Content Page No.

1. Introduction to Tourism 3

2. Tourism in Nepal 3

2.1 Types of Tourism 4-5

2.3 Concept of Adventure Tourism 5-6

2.4 Types of Adventure Tourism 6-8

3. Marketing of Adventure Tourism 8-9

3.1 Marketing Mix 9-12

4. Conclusion & Suggestions 12

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 1. Introduction to Tourism

Tourism can be defined as a business activity that is concerned with traveling experience

related to transportation, accommodation, entertainment and recreation. Tourism can be defined

as the activities of a person or a group travelling to, and staying outside from their own place at

least more than 24 hours and not more than one consecutive year for leisure, business and

other purposes (UNWTO, 1991). Normally, Tourism is related with travel for different purposes

like business, pleasure, and religious. It is a service oriented industry that has contributed in the

generation of employment to many people in the field of transportation, accommodation and

entertainment resulting to the increase in revenue of the country. Tourism as the largest industry

which is creating a rapid change in social, economic and environmental aspects of the country

as well as creating better career opportunities with its development and management (GP,

2009).

2. Tourism in Nepal

Nepal is one of the best tourists destinations in the world. Nepal is a land of unique culture,

natural heritages, heavenly scenery and interesting history. Nepalese known for its unique

geography due to which it has been a preferred destination for the trekkers and mountaineers

around the world. It has created its distinct image in the world map under various aspects of its

natural beauty, high mountains, diverse culture and tradition, cultural heritages and many other

specialties. Recognized as the land of Gautama Buddha & the Land of Mount Everest, the

worlds highest mountain, Nepal is the one of the best destinations in the world for pleasure and

adventure for tourists. Every year thousand of tourist visit Nepal which has contributed in

economic growth of the nation, employment generation and overall tourism development in the

nation According to Ethirajan, BBC News (2013) nearly 60000 tourist visited Nepal in 2012 that

was 10 % increase on previous year and alongside, tourism sector has contributed in economic

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growth of Nepal earning total revenue of $ 340 million, nearly 3 percent of the nation total Gross

domestic product.

2.1 Types of Tourism in Nepal

Nepal is highly popular in the world as the worlds highest mountain; Mt. Everest is located in

this land. There are many wonderful and spectacular places that attract tourists. Nepal is a

paradise for tourists to explore the natural beauties and experience heavenly natural feelings.

However, there are different types of tourism that exist in Nepal. They can be explained as:

1. Eco tourism

Ecotourism is concerned with travel for the conservation of environment ultimately

leading to well-being and prosperity of the people. In developing countries like Nepal,

ecotourism is used as an important tool to achieve sustainable development of the

nation and people. Nepal is a popular destination for tourist and who come here to see

mountains, rolling hills, abundant vegetation and varied wildlife.

2. Genealogy Tourism

Genealogy Tourism is concerned with the ancestral connection of the tourist with the

destination. Nepal is one of the best destinations for genealogy tourism because Nepal

has a numerous historical factors that has ancestor value and is attracting many tourists

every year.

3. Cultural Tourism:

Nepal is multicultural country. Nepal is a small country with mixture of different

languages, castes and religious and consists of various activities related to religions,

festivals, food and lifestyles, dances etc. It also includes other activities like religious

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 arts, museums visit, etc. Cultural tourism mainly involves traditional social culture that

have various customs, distinctive form of art and diverse social perform and cultural

communities and their roles and way of living.

4. Medical Tourism

Medical Tourism is related with travel related to providing medical facilities and medical

care to the people of other countries Medical tourism is a growing market in tourism that

is gaining much popularity in many countries today. Medical tourism is expanding due to

the need of patients for financially reliable medical care and services from the foreign

parties than the service available in their own countries.

5. Village Tourism

Village tourism is an important part of Nepalese tourism. It is a good opportunity to

explore the real life of Nepalese life in village areas. In this type of tourism, tourists are

served as a member of the family. Even the government of Nepal has launched the

strategy of Home Stay to promote the village tourism (Nepal Tourism Board) They live

together with the rural family and get chance to experience the village life and served by

traditional meals from their own farm land.

2.2 Concept of Adventure Tourism

Adventure is an activity that it features challenges, dare, thrill and mental as well as

physical fitness. It is the participation in unusual, dangerous and exciting activities for fun

and experience. It related with travel and the interaction with various aspects of nature of

their destination. Adventure tourism is different from other tourisms as it requires

particular skills and training for its execution. Generally, adventure tourism can be

classified into two parts, hard and soft adventure tourism.

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 1. Hard Adventure tourism

Hard tourism is a challenging tourism. In such tourism, the risk factor is very high and

the person who wants to experience such tourism should be mentally as well as

physically prepared. Canoeing, bungee jumping, climbing, trekking, rock climbing, rafting

etc are some examples of hard adventure tourism.

2. Soft adventure tourism

Soft adventure tourism is that tourism where the risk factor is low and there is no any

limit for mental and physical requirement for experiencing such tourism. Bird watching,

hiking, kayaking, bicycling, camping, cross-country skiing, riding and surfing are some

examples of soft adventure tourism.

2.3 Adventure Tourism in Nepal

Nepal is listed as one of the best trekking destination in the world with thousands of trails and

endless mountain views (Gordon, 2014). Adventure tourism is an important part of tourism

industry in Nepal. In the past few years, adventure tourism is gaining popularity over other

tourism in Nepal. Previously, Nepal was mostly known for its cultural and natural tourism but in

present context, adventure tourism is becoming the important attraction of Nepali tourism

industry. There are various types of exciting and thrilling adventure tourism in Nepal that is

attracting tourists from different parts of the world every year. Some popular adventure tourisms

in Nepal are as follows:

1. Mountaineering

Mountaineering is activity concerned with climbing and hiking high mountains. In Nepal

there are many mountains where tourist gets chance to experience mountaineering.

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 Nepal has around 310 peaks open to climber (Himalayan glacier). There is no doubt

Nepal is rich in Himalayas and mountain range stretching 3000 km. Nepal government

allowed to climb up 326 peaks as well as for mountaineering activities

2. Paragliding

Paragliding is one of the thrilling adventures of world. In a context of Nepal, paragliding

is newly emerged adventures sports. Pokhara is a beautiful place for paragliding where

adventure lover can enjoy the paragliding with beautiful landscape, and the world high

pick mountains above, of 3 peaks reach above 8000m. Paragliding is thrilling journey of

one hour where internal tourist pay 11000 and eternal tourist pat 110 us dollar. There are

19 paragliding companies providing commercial service to tourist (Blue sky Paragliding

Nepal).

3. Bunge Jump

Bungee is one of the popular adventures sports of Nepal. It is the most attractable part

of internal and external tourism in Nepal. In recent days it is quite popular, especially

with in young people. Imagine a bridge over a 160m high tropical gorge, with one of

Nepal's wildest rivers, raging bellow... Now Jump. Bungee is unlimited source of thrill

and dare (The Last Resort website)

4. White Water Rafting / Kayaking

In Nepal there are many fast flowing and gorgeous rivers which offer excellent experience to

the tourist .This popularity has increased day by day because of the presence of number of

waterfalls and rivers and rapid. Bhotekoshi, Tamuriver, Sunkosi, Karnali are the rivers where

the tourist get chance to experience the exciting and thrilling water rafting and kayaking. The

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rafting adventure is provided to the tourist by the experienced and world class rafting

agents. (Website of the last resort)

5. Trekking

Nepal is one of the best destinations for trekking in the world. Due to unusual geographical

structure of Nepal and the magnificent natural, people from abroad choose Nepal for

trekking. The high mountains, peaks and the magnificent natural view that is observed

during trekking becomes the lifetime experience of the tourists. Nepal is well known for the

altitude trekking in different parts like Mustang, Manaslu, Hendrik, and an Everest. Every

year more than one lakh tourist visit Nepal for the purpose of trekking. The trekking cost

Nepal is comparatively lower than other countries.

6. Zip flyer

Zip flyer is a newly emerged adventures game in Nepal. Nepal is the best country for Zip

flyer from the highest part. For this pokhara is the best option where tourist can enjoy the

incredible views of the Annapurna Range (Zip line Nepal website)

7. Mountain biking

Race, speed and freedom is synonyms of biking. No doubt biking is a best option to explore

the natural beauty of Nepal. Biking is the best way to explore the natural beauty of Nepal

from Himalayan to terai region. Mountain biking is the best way to enjoy the exotic trip of

urban region and hill side of Nepal.

3. Marketing of Adventure Tourism

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Marketing is a framework for considering all aspects of creating and defining a product and

offering it for sale to customers who are likely to want to pay for acquiring the good or service

offered. It is an activity that helps in introducing the products among the customers and make

necessary promotions for increasing the sales of the product. A company may produce the best

products and services, but if there is no effective marketing all the effort goes in vain. In order to

succeed and earn profit, the business organization should first recognize its potential customers

they want to offer the goods and services, which is possible only through the effective and

efficient marketing. So, marketing is as essential part of tourism industry. Fojt (2005) defines

marketing as an effort to develop sound business strategies, increase return on investment,

increase effectiveness of promotion, brand value and successful innovation.

A tourism industry in different from other types of industry because it is not related to any types

of physical goods. It is the experience, feelings and perception of the people that is transferred

from one person to another. Destination is a major aspect of tourism marketing. The quality of

destination plays a very important role in effective promotion of the destination. At present

context, Nepal is the best preferred destination for the adventure sports as foreign and local

people are attracted highly on the various adventure sports like mountaineering, hiking, rafting,

bungee jump and many others available in Nepal. Every year many tourists are arriving to

experience the adventure sports in Nepal that has helped in great extent to economic

development of the country.

3.2 Marketing Mix

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Marketing mix is an essential tool of marketing determined by 4P's that includes product, price,

place and promotion. These four aspects of marketing plays a vital role ineffective marketing of

Nepals adventure sports renowned and popular. The 4 Ps is under the tourism context are

described as follows:

I. Product:

A product refers to the goods and services that are offered to the customers in the

market. A product may not always be in a physical form. A product in tourism in a service

that provide entertainment and recreation to the tourists. So, branding, quality, special

features and customer services are the major things to be considered while developing a

product.

In Nepal tourism market, bungee jump, paragliding rock climbing, hiking etc are the

products of adventure tourism that are already introduced in the tourism market and

there are many other adventures that are in existence but, not yet being publicized. The

existing product should be continuously improved and promoted. Besides, others

aspects relate to the tourism product such as hotels and accommodation facilities,

trained and skilled manpower, proper atmosphere are needed to be considered under

the tourism product mix.

II. Price

Price is the money that is paid by the customer after the consumption of goods and

services. Price is an important part of marketing mix. A customer pays the price only if he

is satisfied by the products. So, various factors like the production cost, competitors

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 price and the price that customers are ready to pay should be considers while setting the

price of the products.

In Nepal, many tourist visits to experience the adventure sports because the cost of such

available in other nations. Adventure sports like paragliding, bungee jump, rafting etc are

available in countries like Costarica, Africa, Newzealand and many other countries. But,

the price for such adventure sports is much cheap in Nepal than these nations. So, in

order to promote these sports worldwide, the concerned agencies should initiate

consider cost effective strategies like discounts, seasonal price offers, etc that help to

attract more tourists.

III. Place

Generally, place is related with the distribution channel that includes the travel agencies,

convention planners , hotels and restaurants , corporate travel offices etc. These

channels many be national or international .The customers can easily get accessed to

the products through these channels. Factors like organization image, marketing efforts,

customers view about products, and product and market knowledge and etc influence

the distribution channel.

In Nepal, there are various channels that are contributed for the expansion of adventure

tourism in Nepal. Different travel agencies and trekking companies through different

medias are allocating the product facilities among the customers. These channels have

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 helped the national and international tourist to update and acknowledge about various

package about the products. They provide the facilities to the customers availing the

reach to their destination at their preferred time. Nepal mountaineering Association

(NMA), Hotel Association of Nepal (HAN), Nepal Association of Rafting Agents (NARA),

Nepal Association of Tour and Travel Agents (NATTA), Trekking Agents of Nepal (TAAN)

are some of the channels in Nepal facilitating tourist and updating about the tourism

activities in Nepal.

IV. Promotion

Promotion is a very important aspect of marketing. It is a process of informing people

about the products and services. Promotion is the medium through which customer has

idea about the existence, its use and its reliability. The promotion of tourism products can

be in the form of media, audio visual advertisement, hoarding boards, printed books,

magazines, brochures documentary, films etc.

According to marketing plan for Nepal Tourism year 2011, during the promotion the

tourism board focuses on the quality rather than the quantity so that the tourists

destination does not get exploited and ravaged. The board focuses on the clarity of

market communication and establishes a clear brand identity for the destinations with its

prominent features.

4. Conclusion

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Tourism is one of the growing service industries in Nepal. Besides cultural and natural

tourism, adventure tourism is adding advantages for the nation development and

prosperity. It is contributing to the nations economic development as well as to enhance

the lifestyle of people Special features like unique geographical topography, high

mountains, gorgeous and fast flowing rivers are the major aspects of adventure tourism

that should be treasures and utilized for the tourism development and prosperity. But

unfortunately, this sector has not been able to develop to the extent of its possibility. Due

to the poor economic situation of the country and political instability, adventure tourism

has not been able to expand to greater extent. So, in order to develop the adventure

tourism, remarkable initiations should be taken from concerned authorities regarding the

promotion as well as improve the basic infrastructures like transportation,

communication and accommodation. Development of all these aspects will gradually

tend to attract more tourists in Nepal for adventure tourism.

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