Marketing Research in NTB

A Study of Marketing Research on Resource development
& Management for Marketing the Tourism Products

At
Nepal Tourism Board, Nepal
A Project Report
Submitted to
By
Jagat Singh Dhami
MBA 2nd year, University Of Madras, Chennai-5, India
Under the Supervision and Guidance

Mr. Sunil Sharma
Department of Research, Planning and Monitoring Development
Nepal Tourism Board, Kathmandu, Nepal

AS A PART OF THE SUMMER INTERNSHIP
Aug, 2009
Nepal Tourism Year-2011 NATURALLY NEPAL
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DECLARATION

I, Jagat Singh Dhami hereby declare that this project report is the record of
authentic work carried out by me during the period from May to August and
has not been submitted to any other institution, under any circumstances.
Jagat Singh Dhami

11.10.2009
Marketing Research on Resource Development & Management for Marketing the Tourism Products at NTB.
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ACKNOWLEDGEMENT

I convey my sincere thanks to Mr. Sunil Sharma, Manager, Department of

Research, Planning and Monitoring Development for encouragement, able guidance,
inspiration, Valuable help, suggestion and keen interest in the completion of my
project work with the time – limit. I express my sincere thanks for the rest of the
senior managers, Assistance mangers, officers and other employees of NTB.
I am more than happy to thank my Professor and Head of the Department Dr.
P.T. Srinivasan, Department of Management Studies, University of Madras for
providing me the extended support and constant motivation throughout the project. I
express my sincere thanks for the rest of the teaching faculty members and non –
teaching staffs of Department.
I am so happy to express my heartfelt thanks to my nephew Mr. Harish Singh

Dhami, niece Ms. Sharda Dhami and friends Mr. Binod Samant, Mr. Lokendra
Samant, My Parents and Brothers for their constant encouragement and system
assistance to complete my project.
I am so happy to express my heartfelt thanks to Ms. Jankuka Rayamajhi,

Librarian, NTB and staff of Public Library, Bhirkuti Mandup, Kathmandu, Tribhuvan
University Central Library, Kirtipur for having permitted me to make use of their
library resources. I am also happy to express my heartfelt thanks to Mr. Rajesh
Dongol, MD, My Computer Shop for their constant system assistant to complete my
project.
Place: Kathmandu Jagat Singh Dhami
Date: 11/10/2009

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CONTENTS

Chapter Title Page No
I 1. Background & Introduction 1
1.a Problem Statement 4
1.b Objectives 5
1.c Methodology 5
II 2. Definition 8
III 3. Data and Statistical Analysis 11
3.a Tables and data 11
3.b Stakeholders of NTB 14
IV 4. Interpretation and Strategic Implementation 21
4.a. Financial Resource 22
4.b Human Resource 25
4.c Hardware Resources 27
4.d Technological Resource 29
4.e Role of 7P’s and 9R’s in Marketing Strategy 36
4.f Suggestions to the government for betterment of Tourism 38
4.g How to make a resource strategically valuable 38
V 5. Conclusion 40
Questionnaire 42
Bibliography 47
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ABBREVIATION

ADB = Asian Development Bank

CAAN = Civil Aviation Authority of Nepal
DNPWC = Department of National Parks and Wildlife Conservation
FM = Financial Management
GDP = Gross Domestic Product
HAN = Hotel Association of Nepal
HR = Human Resource
HRM = Human Resource Management
INGOs = International Non Government Organizations
MLD = Ministry of Local Development
MoCTCA = Ministry of Culture, Tourism and Civil Aviation
NARA = Nepal Association of Rafting Agents
NATHM = Nepal Academy of Tourism and Hotel Management
NATTA = Nepal Association of Travel/Tour Agents
NMA = Nepal Mountaineering Association
NPC = National planning Commission
NTB = Nepal Tourism Board
PATA = Pacific Asia Travel Association
RM = Research Methodology
TGAN = Tourist Guide Association of Nepal
TSA = Tourism Satellite Accounting
UNDP = United Nations Development Program
WTO = World Tourism Organization
WTTC = World Travel & Tourism Council

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CHAPTER – I
Background:
Nepal Tourism Board (NTB) act, 2053, was passed by both the houses of the
parliament in Dec. 1996, and it obtained Government seal in Feb. 1997. The Board replaced
the department of tourism and is formed as a partnership between the government of Nepal
and the Private sector travel industry of Nepal. It has been empowered to work as a National
Tourism Organization (NTO) since Dec. 31, 1998 to address the pressing need in Nepal’s
Tourism industry by designing specific brand image for Nepal as a travel destination and
support the same by self sustained promotional campaigns.
NTB, being a statutory institution, has statutory duties assigned to it. Government of
Nepal has established a well defined funding mechanism to finance the promotional effort of
the board.
Formed under the private public partnership concept, NTB has been given mandate to
develop Nepal as an attractive travel destination by maintain, improving and diversifying the
quality of tourism products and services in the country and promoting them effectively in the
international markets.
Role of Nepal Tourism Board:
1. To develop and introduce Nepal as an attractive tourist destination in the international

market place.
2. To promote the tourism industry in the country while working for the conversation of
natural resources.
3. To work towards increasing the gross domestic product and foreign exchange income
by means of promoting the tourism industry.
4. To work towards increasing the employment opportunities in the same industry.
5. To develop Nepal as a secure, dependable as well as attractive travel destination by
establishing a respectable travel trade community.
6. To work towards providing quality service to the tourist visiting Nepal.
7. To promote and develop institutions for the promotion of tourism industry.
Marketing Research on Resource Development and Management for Marketing the Product in NTB. 1
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Vision:
Tourism is valued as the major contributor to a sustainable Nepal economy, having developed
as an attractive, safe, exciting and unique destination through conservation and promotion,
leading to equitable distribution of tourism benefits and greater harmony in society.
Summary of SOWT analysis of Nepal Tourism:
Strengths: Weakness:
A lot of natural products. Unable to market the whole product
(insufficient infrastructures).
Opportunities: Threats:
New global as well as domestic market. Global terrorism, global economic downturn,
Competitors viz. India, Singapore, China etc.
Goals:
Increase annual international tourist arrivals to Nepal to two million by 2020.
Augment economic opportunities and increase employment in tourism sector to one million.
PEST analysis:
Political factors: Political factor plays measure role to regulation of business, and
spending power of customer and business. In contest of NTB is totally affected by the
political hindrance of Nepal.
Economic Factors: Markets need to consider the state of a trading economy in the
short and long terms. Nepal is the developing county having low GDP rate, interest rate, and
low employment level per capita. Which is directly hits the NTB to market the products.
Socio-cultural factors: its influences on business vary from country to country.

Socio-cultural factors plays vital rule in Nepalese market to growth of organization because
there are no of religion, culture, language and time of consumer leisure. But due to the cause
of men and women’s role in society, wealth of older population and weak opinion of
population on green issue affects the organization.
Technological factors: Technology is vital for competitive advantage, and is a major

driver of globalization. In contest of NTB technology factors influence are more because of
poor technology.
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1. Introduction:
The history of the tourism is not new; it was start from many years ago. Tourism
plays the vital role to development of economy of the developing country like Nepal. The
global market of the tourism industry is growing day by day. According to UNWTO, tourist
market grew by 6% last year, to 903 million. Similarly WTTC forecasts that global travel and
tourism will account for 55.9 trillion of economic activity in 2008 or about 10% of GDP,
employing 238 million people. According to WTO forecast the tourist arrivals increase by
over 200% between the years 2000 and 2020.
According to WTTC the contribution of Nepal travel and tourism to GDP is expected
to rise from 6.8% in 2008 to 7.9% by 2018, the contribution of the travel and tourism
economy to employment is expected to rise from 548,000 jobs in 2008, 5.3 % of total
employment or 1 every 18.8 jobs to 824,000 jobs, 6.2% of total employment or 1 in every 16
jobs by 2018 and real GDP growth is expected to be 4.35 in 2008 and to average 4.9% per
annum over the coming 10 years
For faster growth, the industry will have to look to emerging economies. As there is a
vast demand for outbound travel in developing country like Nepal, traveler to and from
emerging economies will make up for some of the flagging wanderlust of developed world.
Market of the tourism also growing day by day; to make a profitable market
companies need different types of resources such as human, technical, financial and
hardware. To carry out processes a company’s needs resources. Traditionally companies
sought to own and control most of the resources that entered the business. Now those are
changing. Companies are finding that some resources under their control are not performing
as well as those that they could obtain from outside. More companies today have decided to
outsource less critical resources.
On the other hand, they appreciate the need to own and nurture those core resources
and competencies that make up the essence of their business. Smart companies are
identifying their core resource for marketing the product. Tourism resources are material
basis of tourism development and the object of tour activity. Tourism resources’ classes,
quantity, quality, developed potentiality and exploited degree are the basic factors of tourism
development in one place. Reasonable exploitation and planning of tourism resources is
prerequisite of tourism development. The development of marketing strategy i.e. pricing,
promotion, product and place markets need these importance resource. By which satisfy the
customers need, want and demand at a particular place.
1.a Problem Statement:

Tourism plays a major role in the country's economic growth in Nepal. Nepal tourism
is one of foreign exchange earning source of country.
Beauty of nature, cultural values, archeological beauties and peace are the major
tourist attractions of the country. With possession of such numerous attractions, the
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potentiality of the Nepal tourism is very high and large. However, the potentiality so far does
not seems to be having exploited properly because of the poor resource development and
management of the organization.
1.b Objectives:
The main purpose of this study is to manage and develop of resources for marketing the
tourism product. The specific objectives are:
1. To find the major resource necessary for marketing the product.
2. To search the domestic and foreign investor for the tourism industry.
3. To assess the contribution of tourism in the Nepalese economy.
4. To estimate the resource already available but unable to manage.
5. To assess the government support for developing and managing resources.
6. To identify the government policy.
7. To assess employees opinion and knowledge
8. To recommend measure and strategies to develop tourism industry.
9. To recommend the possible way to manage the resource.
1.c Methodology:
Research design
The objectives of the study required the secondary data and primary data collection from
the published sources and unpublished source. The following were the methodological steps
involved in the present study.
i. Nature of the Research Design.
The nature of the research design in the present study is descriptive research.
ii. Sources of Data.
This study is completely based on the secondary source of data published by
the Nepal Tourism Board (NTB) and other industry related to tourism. And primary
source of data collected from various departments, employees of NTB and
domestic/foreign tourists.
iii. Time period:
The survey was completed within 3 months of a working the contract in the
month of May 2009.
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iv. Method of Data Collection:

The scholar collects the necessary data from the following libraries Nepal
Tourism Board library, Public Library, Bhirkuti Mandap Kathmandu, Tribuvan
University Central Library, Kirtipur. The primary data collected from various
Department of NTB, domestic and foreign tourists of Kathmandu valley. The
collected data were processed further, suitably constructed meaningfully tabulated
and suitably combined for the purpose of analysis.
v. Tools Applied:
The scholar had applied conventional tools of analysis and simple statistical
tools like average, percentages, variance etc by using SPSS, open stat and Excel
software.
vi. Sample:
The survey covered 5 Departments and employees of NTB and tourists
(domestic/Foreign).
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CHAPTER – II
2. Definition:
Marketing:
According to Philip Kotler: “Marketing is the social process by which individuals

groups obtain what they need and want through creating and exchanging products and value
with others.”
According to the Chartered Institute of Marketing (CIM): “Marketing is the

management process that identifies, anticipates and satisfies customer requirements
profitably”
Needs: A state of deprivation of some basic satisfaction.
Wants: They are specific satisfiers of needs.
Demands: They are wants for specific products backed by ability and willingness to
buy.
Satisfaction: It is the customer’s perceived performance from a product in relation to

the expectations.
Value: It is the ratio between what the customer gets and what he gives.
Exchange: It is the process of obtain a desired product from someone by offering

something of value in return.
Relationships: They are long-term mutually satisfying relations with key parties-
customers, suppliers, channels, etc.
Market: A market consist of all potential customers having a particular need or want
who posses’ ability and willingness to engages in exchange to satisfy that need or want.
Marketing research: Marketing Research is defined as the systematic and objective

process of generating information to aid in marketing decision.
According to Philip Kotler: “Marketing research is the systematic design, collection,

analysis and reporting of data and findings relevant to a specific marketing situation facing
the company.”
Hence, marketing research is the scientific and controlled process of gathering of non
routine marketing information helping management to solve marketing problems.
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Process of marketing research system:
1. Defining the problem and research objectives: The first step in research system is to
define the problem carefully and agree on the research objectives. It is to be said that
“problem well defined is half solved”. Hence, in this step situation analysis and
determining the purpose of inquiry clearly are necessary.
2. Developing research plan: This is the step for developing the most efficient plan for
gathering the required information. It should be designed professionally because
design is a master plan for the conduct of formal investigation. It will concentrate on
the selection of sources of information and selection of methods and procedures for
gathering data.
3. Collection the information: In this step the marketing researcher must arrange for
collecting the data. A research study may require both primary and secondary data.
a. Primary Data: The first hand data collected by the researcher.
b. Secondary Data: Already available for processing
4. Analyzing the information: Collected data must be edited, tabulated and analyzed.
The researcher tabulates the data and develops one way – and two –way frequency
distributions. The researcher will attempt to apply some of the advance statistical
techniques and decision models in the analytical marketing system.
5. Presenting the findings: At this step the market researcher has to write research
report including conclusions and recommendations. The report must point out the
relation among the data, interpretation and the recommendations clearly and
effectively.
Resources:
Things that can be turned to for help, support, consolation when needed, such as
human, technological, hardware, and financial resource.
i. Human Resources: People, who have responsibility to help, support when needed.
ii. Technological resources: Those are software and communication helps to the
promotional activities of the marketing product.
iii. Hardware resources: Those are material and machine used to provide the facilities to
the tourist.
iv. Financial Resources: Those are cash and physical asset of company.
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CHAPTER – III
3. Data and Statistical Analysis
3.a Tables and data:
Table 1: Infrastructure for Tourism Product Development:

a. Airport of Nepal
Air access No.
International Airport 1
Regional hub air port 4
Other domestic airports 42
Airports under construction 4
Total 51
Fig. 1: Line chart of Airport of Nepal

b. Road of Nepal
Road Class Length (Km)
National Highway 3339
Feeder road
Major 3849
Minor 347
Total 7535
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Fig. 2: Line Chart of Roads in Nepal
c. Hotels in Nepal
5 star 4 Star 3 star 2 star 1 Star
Kathmandu 8 2 10 21 21
Pokhara 2 0 2 11 1
Chitwan 0 0 0 0 0
Biratnagar 0 0 1 0 1
Birgunj 0 0 1 3 1
Hetauda 0 0 0 1 0
Bhairahawa 0 0 1 2 0
Dhanusha 0 0 0 0 1
Nepalgunj 0 0 0 0 3
Butwal 0 0 0 0 1
Palpa 0 0 0 0 1
Total 10 2 15 38 30

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Non star Hotel registered in different Place

Kathmandu Birganj Kakadbhita Janakpur Nepalganj Pokahara Bhairahwa Total
No 119 5 56 26 14 138 25 383
Fig. 3: Pie chart of Nepal’s various types of hotels.
Table 2: Human Resources Development by NTB

S.N. Fiscal Year Hotel Sector Others Total
1 2057/58 77 404 481
2 2058/59 197 833 1030
3 2059/60 225 375 600
4 2060/61 164 967 1131
5 2061/62 89 833 922
6 2062/63 125 370 495
7 2063/64 186 545 731
8 2064/65 280 650 930
Total 1343 4977 6320
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Fig. 4: Bar chart of human resource development by NTB
3.b Stakeholders of NTB:

i. Public Sectors:
1. National planning Commission (NPC)
2. Ministry of Culture, Tourism and Civil Aviation (MoCTCA)
3. Civil aviation Authority Of Nepal (CAAN)
4. Department of National Parks and Wildlife Conservation (DNPWC)
5. Ministry Of Local Development (MLD)
6. Nepal Academy of Tourism and Hotel Management (NATHM)
ii. Private Sectors:

1. Hotel Association of Nepal (HAN)
2. Nepal Association of Travel/Tour Agents (NATTA)
3. Nepal Mountaineering Association (NMA)
4. Nepal Association of Rafting Agents (NARA)
5. Tourist Guide Association of Nepal (TGAN)
iii. Development partners:

1. International Non Government Organizations (INGOs)
2. United Nations Development Program (UNDP)
3. Asian Development Bank (ADB)
iv. Foreign investor: There is no foreign investor.
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Table 3: Budget of current year (2009)
S.N. Title Amount (NRs)

1. International Tourism 71,400,000.00
2. Public Relations and publicity 43,500,000.00
3. Research planning and monitoring 9,132,754.00
4. Tourism Product and resource development 6,162,000.00
Amount (NRs)
80,000,000.00
70,000,000.00
60,000,000.00
50,000,000.00
40,000,000.00 Amount (NRs)
30,000,000.00
20,000,000.00
10,000,000.00
0.00
International Public Research Tourism
Tourism Relations and planning and Product and
publicity monitoring resource
development
Fig. 5: Bar chart for Budget of current year (2009)
Table 4a: Department wise availability of Resource
Corporate Public Research Tourism Tourism

Department Services Relation & Planning & products & Marketing &
Publicity Monitoring Resource Promotion
Recourses Department Department
Human Low High high Moderate Moderate
Technical Moderate Moderate Low Low Low
Hardware Moderate Moderate Moderate Moderate Moderate
Financial High Low high Low Low
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Table 4b: Resources wise Stakeholders:
Public Private Foreign

Human High High Low
Technical Moderate Moderate Low
Hardware High Moderate Low
Financial High Moderate Low
Table 4c: Frequency Distribution for table 4a

Statistics
Human Hardware Technical Financial
N Valid 5 5 5 5
Missing 0 0 0 0
Mean 1.00 1.00 .40 .80
Median 1.00 1.00 .00 .00
Std. Deviation 1.000 .000 .548 1.095
Skewness .000 .609 .609
Std. Error of Skewness .913 .913 .913 .913

Kurtosis -3.000 -3.333 -3.333
Std. Error of Kurtosis 2.000 2.000 2.000 2.000

Minimum 0 1 0 0
Maximum 2 1 1 2
Percentiles 25 .00 1.00 .00 .00
50 1.00 1.00 .00 .00
75 2.00 1.00 1.00 2.00
Human
Frequency Percent Valid Percent Cumulative Percent
Valid Low 2 40.0 40.0 40.0
Moderate 1 20.0 20.0 60.0
High 2 40.0 40.0 100.0
Total 5 100.0 100.0
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Hardware
Valid Moderate 5 100.0 100.0 100.0
Technical
Valid Low 3 60.0 60.0 60.0
Moderate 2 40.0 40.0 100.0
Total 5 100.0 100.0
Financial
Valid Low 3 60.0 60.0 60.0
High 2 40.0 40.0 100.0
Total 5 100.0 100.0
Fig. 6: Pie Chart of Department wise availability of resources
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Table 4d: Frequency Distribution for table 4b
Statistics
Financial hardware Technical

Human resource Resource Resource Resource
N Valid 3 3 3 3
Missing 0 0 0 0
Mean 1.33 1.00 1.00 .67
Median 2.00 1.00 1.00 1.00
Std. Deviation 1.155 1.000 1.000 .577
Skewness -1.732 .000 .000 -1.732
Std. Error of Skewness 1.225 1.225 1.225 1.225
Minimum 0 0 0 0
Maximum 2 2 2 1
Percentiles 25 .00 .00 .00 .00
50 2.00 1.00 1.00 1.00
75 2.00 2.00 2.00 1.00
Human resource
Cumulative
Frequency Percent Valid Percent Percent
Valid Low 1 33.3 33.3 33.3
High 2 66.7 66.7 100.0
Total 3 100.0 100.0
Financial Resource
Cumulative
Valid Low 1 33.3 33.3 33.3
Moderate 1 33.3 33.3 66.7
High 1 33.3 33.3 100.0
Total 3 100.0 100.0
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Hardware Resource
Cumulative
Valid Low 1 33.3 33.3 33.3
Moderate 1 33.3 33.3 66.7
High 1 33.3 33.3 100.0
Total 3 100.0 100.0
Technical Resource
Cumulative
Valid Low 1 33.3 33.3 33.3
Moderate 2 66.7 66.7 100.0
Total 3 100.0 100.0
Fig. 7: Pie chart of resources wise investor’s investment.
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CHAPTER – IV
4. Interpretation and Strategic Implementation
Above statistical report and analysis shows that NTB as well as government should
have invests and concentrate (focus) on the products as well as resources development for
marketing the product. Fig. 5: Bar chart for budget of current year (2009) shows that rare
budgeting in the product and resource development then other resource.
Table 4c: frequency distribution of the table 4a shows that low information resource
availability for promotional activities. Table 4d: frequency distribution of the table 4b also
shows that organization needs to focus more on development of technical resources. They
should have made the possible way to foreign investor for investment on resource
development. The pie chart of the hotels in Nepal shows the hotels are only city oriented not
to the product and place oriented. Government and organization should not focus on the
development of hotels around the product areas. By the cause of hills and Himalayas’ country
is not able to maintain road and airport near to the place and product of the tourism that is
truth but the investment and governmental focus being negative towards development of road
transportation facility as well as air facility.
The Key barriers for development of tourism resources and Possible

Strategic Implementation
Why resources are necessary for marketing?
1. To make the easy distribution of the product.

2. To provide the customer satisfactions.
3. To make different promotional activities such as, advertising, branding etc.
4. To provide within the range of price.
5. To develop the market.
6. To development and diversification of product.
7. To manage the internal management of organization.
8. To gain the organizational goals.
9. To follow the organizational strategy and policy.
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4.a Financial Resource

Financial management concerned with the acquisition, financing and management of
assets with same overall goal in mind.
Primary goals of financial management:

1. What investment to make.
2. How to financing the investment
3. How to manage existing resources in a way that will accomplish the given financial
objectives.
Why FM?
1. To make corporate financing on investment decision.
2. To make capital structure decision.
3. To make dividend decision.
4. To make working capital decision.
5. To accomplish goals.
The key barriers to development of financial resource in NTB:

1. Leakage
2. Poor internal Managements
3. Poor government Budgeting
Possible strategy to develop financial resource

1. Domestic resource mobilization
Developing countries and countries like Nepal with economies in transition
are currently confronting unsustainable fiscal deficits, unabated debt service charges,
and declining external assistance seriously affecting their development process. It
would be in their interest to overhaul the strategies of domestic and external financial
resources mobilization through tax and non-tax instruments that are fair, equitable and
create minimal disincentives for economic efficiency, and initiate tax reforms to
simplify and rationalize the tax structure. The non-tax revenues include social security
contributions, grants from foreign governments and international organizations,
property income, interest, dividends from state enterprises, rents from government
property, fines, penalties and forfeits and sale of goods and services.
2. Foreign financial resources

Foreign investible resources comprise funds from the international banking
system (commercial short- and medium-term loans), from international capital
markets (foreign private portfolio investments), from corporations (FDI) and ODA
from bilateral donor governments and from multilateral financial institutions, such as,
the World Bank and ADB. The factors which influence the size and composition of
private external inflows are broadly similar to those for domestic private savings, with
the addition that economic factors in the rest of the world, particularly the country of
origin of the funds, such as relative growth prospects, interest rates, and tax regimes,
also become relevant. Foreign official inflows are more related to political and
strategic interests, the relative level of development and the amount of funds allocated
to aid budgets by donor countries.
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An analysis of 53 developing countries over the period 1984-1995 shows that

the countries with better economic security had significantly high levels of investment
and economic growth. Reforms to improve economic security can raise private
investment by a half to one percentage point of GDP in the short to medium term, and
a half to one and a quarter per cent over the longer term. It is also true that the
increasing globalization of the world economy has brought with it serious
implications for the economic security of countries. The increasing mobility of factors
of production coupled with the lowering of the degrees of freedom for national
macroeconomic policy independence has led to the necessity of developing and
implementing universal codes of conduct for business and financial markets.
3. Mobilization of Government Funds

Governments in developing countries and economies in transition have been,
and still are, an important agent of development. While in most of these countries
their role in owning and operating productive enterprises has been declining, mainly
through the privatization of state-owned enterprises, they remain suppliers of crucial
public goods of various sorts, of physical and social infrastructure and maintenance of
law and order. The mobilization of sufficient resources for use by the government for
these varied functions has always been rather problematic and many have run up
sizeable fiscal deficits over several years. While these countries have not generally
suffered prolonged bouts of hyperinflation or fiscal profligacy through the rampant
printing of monies, they have not yet reached a stage where regular payment of taxes
through voluntary compliance is seen as a social responsibility. This tends to
complicate the task of raising resources for the government. Basically, mobilizing
funds for use by governments is undertaken in three ways: through the levying
of taxes, through the generation of non-tax revenues and through government
borrowing from local or international capital markets. Most of the off-market
resources are raised through taxes, with non-tax revenue being less than 5 per cent of
GDP in most countries.
4. Resource mobilization through taxation

Taxation is used as the main policy instrument for transferring resources to the
public sector. It can also assist in creating an atmosphere within which the private
sector operates in conformity with national objectives. It has been argued by
multilateral institutions, among others, that the tax system should be used only to raise
finances that are sufficient for meeting the minimum necessary level of public
expenditure, such as, to preserve territorial integrity, to maintain law and order, to
provide various public goods and to regulate undesirable activities. From the
efficiency viewpoint, it can be said that taxes provide the best means of financing the
bulk of public expenditures.
5. Public debt
If public debt is properly utilized, it can contribute to economic growth and
poverty reduction and smooth out consumption in response to shocks. However, if
inefficiently allocated, the cost of borrowed external resources can contribute to
macro-economic management problems in the form of high and unsustainable levels
of external debt servicing obligations. External debt management has close links with
the management of fiscal budget, foreign exchange reserves and the overall balance of
payments. The external debt burden of many low income developing countries
increased substantially since the 1970s, due to, firstly, exogenous factors, such as,
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adverse terms of trade, shocks and weather; secondly, a lack of sustained macro-
economic adjustment and structural reforms; thirdly, non-concessional lending and
refinancing policies of creditors; fourthly, inadequate debt management; and lastly,
political factors, such as, civil wars and social strife.
6. Make proper financing decision which helps to rising of funds that finance assets.
7. Make proper working capital decision which helps to manage the current assets
and current liabilities of the organization.
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4.b Human Resource

Human resources are people who are ready, willing and able to contribute to
organizational objectives. Human resource of an organization includes all employees engaged
in various jobs at different levels.
What does human resource management?

Acquisition

Maintenance Development

Utilization

Fig. 8: Functions of HRM.
The key barrier to the development of HRM in NTB
1. HRM is not given a strategic role.

2. The attitudes of top management are not favorable towards HRM. Human resources
are viewed as a cost rather than assets by management.
3. HRM is considered firefighting job to deal with labour grievances and indiscipline.
4. Line mangers do not feels ownership for HRM.
5. Multiplicity of unions, union rivalries, politicization of unions and negative attitudes
of management towards labour unions have also constrained the development of
HRM is the main issue of NTB.
6. HR aspects are not considered in policies and plan formulation.
7. Legal framework has remained weak and legally welfare oriented.
Possible strategies to develop and manage the human resource:
1. Firstly make proper human resource planning: which determine an organization

human resource needs in futures.
2. Make proper job design and analysis system.
3. Make standardized requirement and selection process: which helps to employ the
qualified, energetic and experience employee in an organizations.
4. Train and educate: We have to make sure that employee in the organization is
properly trained for his/her job.
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Allen Sheppard of Grand Metropolitan said, “Training should be seen, by

employments and employees, as an essential investment with rich returns for both
when it is properly focused.
5. Treat People Properly: Treat everyone with courtesy, respect and consideration as we
would like to be treated ourselves.
6. Have open communications: Information must flow freely through our organization,
or else barriers appear and management becomes more difficult.
7. Motivate People: “Yesterday leaders commanded and controlled. Today leaders
empower and coach” This approach based on motivation.
This gives three aspects to motivation:
Effort: motivated person will work hard
Perseverance: a motivated person will continue working for as long as needed.
Effectiveness: a motivated person will work towards goal..
8. Delegate Responsibility: Nobody can make decisions every level, so we should
delegate decisions to the best level, preferably as low as possible.
9. Empower People: Empowerment gives people more control over ad responsibility for
their work.
There are five main management styles:
I decide and you do: Is traditional authority.
We discus and I decide: Responsibility at higher level.
We discus and we decide: authority and responsibility again higher level.
We discus and you decide: delegate most control of the decision.
You decide and I’ll help if needed: senor handle the control and acts as a coach
and consultant.
10. Flatten Organization: Flattening the organization means that each manager becomes
responsible for more people. i.e. remove all layers of management that are not
absolutely essential, and have the organization as flat as possible
11. Use team: Teams are coherent groups of people with complementary skills who work
together towards specified goals.
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4.c Hardware Resources

Here hardware resources mean the physical material and machines are used to
develop the products such as: Large and small Hotels, Transportation etc.
i. Transportation:
People travel by air, road, and possibly by river or other water way. The right
access to a country or region is obviously essential. The number and location of
airports and the development of road and other transportation networks are critical.
Tourism uses many combinations of travel such as fly/cruise and fly/drive people may
also arrive and leave through different points.
Transportation open up tourism opportunities and permits the linking of more

places and experiences, often producing a larger length of stay.
ii. Hotels:
Yet another reason lies in the composition of the hotel sectors. Hotels are
categories into different types depending on the facilities and price. Small locally
owned hotels usually attract a lower spending market but have higher income
multipliers. These small operations are generally better integrated into the local
economy. Large luxury hotels by contrast, may attract a higher spending market but
import more suppliers and generate lower income multipliers. Motels are the high
way road side hotel provides the journey time facilities to the all income multipliers.
iii. Product diversification:
Product Diversification makes the product more attractive then the

competitor’s product. In this regard, NTB has tried to give equal importance to
existing product areas in an around the Kathmandu valley and beyond the valley areas
upcoming and potential product areas throughout the country. The telling need of
decentralizing product areas for better economic gains to local communities has been
paid due attention in the programs and activities.
Key barrier to development of hardware resource:

1. Country Situation
2. Physical structure of Place
3. Country budget
4. Government policy
Possible strategy to implement these barriers:

1. To developing air transportation is not easy but by cause of physical structure of
place to developing air transportation is beneficial and good for the organization
as well as tourist. Government need to give the opportunities to foreign airline for
developing air transportation.
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2. To developing road network is cheap and some consistence is easy for the
government. Road transportation gives people control over when to leave and
where to stop, how far to go, what rate to choose and how long to take. It gives a
sense of freedom and indecencies. There is space for lugging and journey cost
may be lower than other forms of transportation. So that government concentrates
on developing road network near to the product.
3. Nepal is landlocked country there is no doubt about that but our county having
lots of river approx 6000 river following from Himalayas to the Indian seas. So
that most possible and adventures transportation system is water way
transportation. Government and organization both have concentrated on
development of water way transportation which makes cheap and easy for
development.
4. Tourist want to stay near by the tourist spot not to the city, so they need peaceful,
secure and good environment near the tourist spot for their accommodation, which
they can get from the hotels. Hence government and origination able to provide
this types of environment to the tourist at the time of their visiting.
5. Concentrate on the product diversification: Making the product Different then the
competitor’s product by modifying the product adding new design, features on
that product. Diversification provides more customer attraction towards the
products. That gives the more customer value and satisfactions.
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4.d Technological Resource

In the marketing technology plays major role to promote the product as well as to
satisfy the tourist needs, wants and demands in this marketing era. Without proper
information customer does not want to attract towards that market and there is no chance to
freedom of customer. To satisfying the customer needs, wants, and demands NTB needs
proper database system which highlights the possible information about the particular
product, price, etc.
The technological resources refer to those resources which are used for product
promotional activities, such as Communication, Web design, Software, Poster, Banners etc.
Why technical resources?
1. To provide information about product.

2. To give the everything at a place
3. To provide the information about pricing
4. To provide the ultimate choice to the tourist from their house
5. To provide the knowledge about different place from a single point.
Key Barriers to development of Technological resources:
1. Lack of experts
2. Poor budgeting
3. Unavailability of resource
4. Country situations
The Proposed Tourism Resource management information system for NTB:

Tourism Resources Management Information System (TRMIS) is a technological system
supported by computer hardware and software system. TRMIS will gather, store, manage,
analyze, display and describe tourism resources and their relevant information. The objects
that TRMIS deals with and manages are many kinds of tourism resources spatial data and
their relationship, which include spatial data, figure and picture data, attribute data, etc.
NTRMIS would be used to analyze the distribution of tourism resources in a region and solve
the complicated planning problem, decision-making and management, etc. Article has made a
discussion on design of further NTRMIS.
NTRMIS would provide the modernized management tool and decision basis for tourism
supervisory department and administrators at all levels, offer abundant tourism information
for planner, researcher, tourist enterprise and other persons who are interested in tourism.
a. Open and standard: NTRMIS will offer data interface with other application software
and has ability to upgrade in changing environment.
b. Practicability and advance: The system will be based on high starting point and high-
level. The structure, function and interface of system must be convenient to operate and
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satisfy user’s demands. The software and hardware of computer and choice of network
should meet the goal of system to the maximum extent.
c. Economy and continuity: On the condition of meeting system functions and keeping its
advances in the future, it will try best to save expenses and form high quality and low price.
System would support the constant change of tourism market and have a well ability to
upgrading.
Total design of system: The major design principles of system will have been realizing
combination geographical space with tourism resources in it, reflecting the distribution and
structure of tourism resources. System will be integrates with map, text, charts, pictures and
images of multi-media information.
On ground of census, evaluation, development and program of tourism resources the system
would make spatial analyze spatial evaluation and spatial management of basic tourism
resources, landscape, tourism market and tourism management.
System employs related national standard on the design, such as National Tourism Resources
Classification, National Information System, Design Standard, and National Basal
Geographic Information Standard
a. Design of database: Design purpose of database will construct the best database structure
for a certain environment, establish database and applying system that would store, process
and analyze database effectively, which will decide composing and saving structure of data.
The aim will be realized in NTRMIS as follows:
1. The degree of data accuracy and integrity are high,

2. The present situation of the data is strong,
3. Data structure favors fast search,
4. Database structure with low redundancy is reasonable,
5. Data is convenient to maintain and renew.
b. Database field and database conjunction: Assurance of database field is very important
because it relates to the usage, extending and system applied foreground. Each field should be
basic data that will not be disassembling again. Following the "basic whole" principle, field
setting possibly covers all information. Database connection should imitate human behavior.
While conjunction of many databases will take advantage of computer, two databases are
connected by common field, that's logic link.
c. Tourism information database: Tourism information database will includes three parts
which are tourism region information database, single tourism resources information database
and tourists’ source information database of Nepal’s autonomous region.
i). Tourism area information database: Tourism area will make up of by one landscape or
some sight spots. NTRMIS will need to collect tour areas detailed. Database contents will
include region name and its code, developed degree of tourism, position, acreage, property,
supervisor section, open age, introduction of landscape, tour item and special landscape etc.
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ii). Basic tourism resources information database: We consider tourism resources that
would be appreciated singly or made use of alone as the basic tourism resources.
The combination tourism resources with area that they belong to reflects the distribute
regulation of tourism resources.
Nepal Tourism Resources Management Information System will need to collect basic tourism
resources. These basic tourism resources are statistical by the National Standard. Among
these tourism resources, will include the water landscape entities, geology views, biology
view entities, natural phenomena, weather and other special entities, different kinds of human
activity, ruins views and architecture entities.
Basal Map Database
Management & Maintenance Database
Spatial Database
Establish Database
Link of Database
Capture edit of Data
Attribute Database
Special tourism Information Basic Society Information
Tourism Region Information Database Social, Economic Information Database
Basic Tourism Resource database Natural Environment Information Database
Visitors Source Information Database
Fig. 9: Configuration of database
iii). Tourism resources information database: The system will respectively recorded the
received person-times of visitor who came from Nepal’s autonomous region inside, Russia,
the United States, Korea, Singapore, Thailand, Hong Kong, Macau, Taiwan, Japanese etc.
from 1998 to 2008.This will provide the basis for confirming tour market position, grading
tour market and expanding source market of Nepal.
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d. Social information database: Social information database will include three parts which
are social economic information database, natural environment information database and map
database.
i). Social economic information database: Social economic information database will be
mainly reflects every county’s quantity of population, level of science and technology,
education status, gross national product, economic structure, national income, medical
treatment condition, transportation and communication industry and other things related to
tourism, etc. This database will offer radical information for tourism program and tourism
resources management.
ii). Natural environment information database: Natural environment information database

will be mainly reflects the natural factors of tourism environment in Nepal, such as geology
and physiognomy, weather and climate, hydrology, propagation and natural disaster, etc. This
database will provide the rudimental natural environment information for tourism program
and tourism industry development.
iii). Map database: The map database will be composed of city and county map, roads map,
residents map, river system map and DEM map. We would establish three-dimension terrain
model of Nepal by DEM map.
e. System structure and main function: Nepal Tourism Resources Management

Information System will be takes ordinary computer as Windows9x/2000/me/xp /vista/Linux
as operating system, visual C++ 6.0 as developed tool and VB.net.
The system will compose of a series of modules which are Input/output, information search
and index, statistic, decision and evaluation, map-layer, database and resources management
and three dimension module. Excepting input and output function, System has map-layer
operation function, data operation and management, query and search of tourism information,
statistic, resources management, showed and display of three-dimension terrain, etc.
The interface of system will make up of map window, control bar, shortcut tool and menu.
Map window lies on left. Different maps are controlled by different map layers, which not
only would be display on the same layer, but also could be display respectively.
i). Tourism resources management: The purpose of tourism resources management will be
to realize the fast query and search. NTRMIS would fast query tourism resources and visually
output, that will be contributes to share the tourism resources and automatic office. System
utilizes different modules to comprehensive evaluate tourism resources. On the control
window every basic tourism resources and tourism region have their related attribute
information page, which are composed of resources summary, resources brief introduction
and their pictures. Double click the menu of basic tourism resources or tourism region, there
will hit corresponding information page.
ii). Map layer operation: The system would quick organize and manage map layers and
carry on various operations on them, such as map layer display/close, zoom in/out, intelligent
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zoom, attribute set, full screen manifestation, intelligent index, etc. At the same, user could
change map color, edit legends, etc. This operation will make very simple, convenient, fast
and accurate.
iii). Data management: Data operation includes inputting, saving, editing, management,
analysis and output of attribute and spatial data. The system manages attribute database with
relative database management module, while it manages spatial database in means of map-
layers.
Input module would read and convert any kinds of GIS space data, such as vector
format data arc info SHP, MapInfo MIF, AutoCAD DXF, etc. and grid format data BMP,
TIF, JPEG, GIF, PCX, etc. It would also read and convert other database formats which are
in common use. It will make data in different application environment to operate with each
other, which establishes foundation for network data share in the future. Output module not
only would export print text, figure and chart, but also form general GIS space formats and
other database formats in common use.
Tourism resources information data, social data, economic data, natural resources and
environmental data need to be renewed yearly. The system will provide the convenient data
operation and renewal function. Customers can add, delete, modify, edit data, they also will
establish database and modify the structure of attribute database. This function guarantees the
present situation of data information and reduces the redundancy data.
iv). Information index and search: Function of information index and search will be
essential function of NTRMIS. The function of general information system limits to index
and search of attribute information. While NTRMIS would index and search attribute data
and spatial data at the same time, realize the search and query between attribute information
and spatial information and the accurate position of attribute information and spatial
information.
There are place name information query, logic query, landscape information search,
key words search and other related search in NTRMIS. These search operations are very
brief. The place name query includes all landscapes and name and quantity of basic tourism
resources and spatial position of tourism resources and district that they belong to. Search
fields, logic operation signs and field values constitute logic expression formula. For
example, click name search button, the name dialogue window will flick on the system
interface, input “forest” on the dialogue, then click enter button, you will find 19 matched
records. Every matched record could be found in the control bar.
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Resource Management
Basic Map Database
Map layer Operation
System Interface
Nepal Tourism
Basic Social Information Resource Management Search Index
Database Information System
(NTRMIS)
Statistic Graphics
Special tourism
information Database
3D terrain Display
System management Module
Module
Database Management
Module
Resource Management
Statistical Analysis
Input Module
Output Module
Fig. 10: Structures of NTRMIS
v). Graphics functions: Graphics of NTRIS will be dividing into gradate graphics and
statistic graphics. Gradate graphics aims to operate on map. It will sets up colors and signs of
map. The fields of gradate graphics are region-id, area, perimeter and id, etc. Customers
would select gradation and edit it. They would create individuation map with help text.
Statistic graphics utilize map database and attribute database to cartography. Selecting
index from attribute database, with the help text we would make statistic charts on map
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correspond district, such as city tourism income schematics. Statistic graphics make statistic
data relate with its map position that favors attribute data analyze. NTRMIS will be provides
36 categories of two-dimensional symbol and three-dimensional symbol; they are histogram,
strip diagram, cake diagram, circle diagram, fan-shaped diagram, ball diagram, pyramid
diagram and percent diagram, etc.
Hence, Tourism resources management information system will GIS application in

tourism. It would offer information services for tourism plan supervisor, management
department, researchers. Making use of TRMIS, you will quantitative analyze tourism
problem and combine attribute information of tourism resources with their spatial position.
With development and application of technique about GIS, computer, GPS, RS, three-
dimension, network and intelligent decision, TRMIS will develop at the direction of
intelligence, network and multi-dimensions.
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4.e Role of 7P’s and 9R’s in Marketing Strategy:

This is the marketing era of a business, according to marketing era an organization
should focus on service rather than product. Marketer need to know all the 4P’s (Place, Price,
promotion and Product) before development of a product.
Now days an organizations are adding 3P’s more i.e. People, Process and Physical
Evidences. Scholar’s main focus on the all theses 7P’s of marketing. The 7-Ps or Extended
Marketing Mix of Booms and Bitner are a Marketing Strategy tool that expands the number
of controllable variables from the four in the original Marketing Mix Model to seven.
1. Product
The product aspects of marketing deal with the specifications of the actual goods
or services, and how it relates to the end-user's needs and wants. The scope of a
product generally includes supporting elements such as warranties, guarantees, and
support.
2. Pricing
This refers to the process of setting a price for a product, including discounts. The
price need not be monetary; it can simply be what is exchanged for the product or
services, e.g. time, energy, or attention. Methods of setting prices optimally are in the
domain of pricing science.
3. Placement (or distribution)
This refers to how the product gets to the customer; for example, point-of-sale
placement or retailing. This third P has also sometimes been called Place, referring to
the channel by which a product or service is sold (e.g. online vs. retail), which
geographic region or industry, to which segment (young adults, families, business
people), etc. also referring to how the environment in which the product is sold in can
affect sales.
4. Promotion
This includes advertising, sales promotion, including promotional education,
publicity, and personal selling. Branding refers to the various methods of promoting
the product, brand, or company.
5. People:
All people that are directly or indirectly involved in the consumption of a service
are an important part of the Extended Marketing Mix. Knowledge workers,
employees, management and consumers often add significant value to the total
product or service offering.
6. Process:
Procedure, mechanisms and flow of activities by which services are consumed

(customer management processes) are an essential element of the marketing strategy.
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7. Physical Evidence:
The ability and environment in which the service is delivered. Both tangible goods
that help to communicate and perform the service, and the intangible experience of
existing customers and the ability of the business to relay that customer satisfaction to
potential customers.
Not only will an organization be successful by improving the 7P’s of marketing. To

full fill customer needs, wants and demand organization need something more than 7P’s that
are 9R’s of marketing and sales. 9 R's...
1. Rapport – They build rapport with the intent of developing a relationship first
before jumping into their product and service spiel
2. Respect – They have a genuine respect for others and consistently build
relationships based on trust and respect.
3. Rescue – They have a strong desire to identify needs through asking the right
questions and actively listening for issues, challenges, wants and objectives to
determine who in their network can help a prospective referral. In this way, they
exhibit a “search and rescue” mentality. Always seeking to help through the referral
process.
4. Responsiveness – They get right back with associates who request their assistance
in finding a resource to hire or engage with to provide a product or service.
5. Re-enforcement – They look for and give positive, since praise comments that
focuses on the good in each person, thing or situation.
6. Reputation – They protect their reputations by providing outstanding client service

and referring those that provide the same.
7. Referrals – They provide pre-qualified referrals, primarily, by way of personal

introduction.
8. Reviews – They conduct one-on-one product/service reviews with their network

associates to learn more in depth knowledge about their business and the type referral
they are seeking. They don’t rely on the nominal information provided in 60 second
product/service presentations or 30 second elevator speeches.
9. Reciprocity – They consistently practice the Law of Reciprocity through focusing

on giving joyfully to others without expecting anything in return.
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4.f Suggestions to the government for betterment of Tourism
1. Tourism to be recognized as a prioritized industry.

2. Building of infrastructures: construction and enhancement of roads and other
infrastructure to link tourism product areas and provide necessary facilities.
3. Construction of international airport and enhancement of the condition of the other
domestic airports.
4. Open to foreign investment.
5. Focus on public-private partnership approach.
6. Encouragement to private entrepreneurship.
7. Recognition and promotion of domestic tourism.
8. Focus on the product diversification and decentralization.
9. Make open sky policies.
10. Focus on the eco, rural and societal tourism
11. Give to chance the NRNs for the investment.
12. Focus on the maintenance of peace and security.
4.g How to make a resource strategically valuable

1. The test of inimitability: Is the resource hard to copy? Rivals can’t copy resources if
they’re physically unique. For e.g. a desirable real location.
2. The test of durability: How quickly durability these resources depreciate? The
longer lasting a resource is the more valuable it will be.
3. The test of appropriability: Who captures the value that the resource creates? Not
all profits from a resource automatically flow to the company that “owns” the
resource.
4. The test of substitutability: Can a unique resource is trumped by a different

resource? Every strategist has been on the lookout for the potential impact of
substitute products.
5. The test of competitor’s superiority: Whose resource is really better? Perhaps the
greatest mistake mangers make when evaluating their companies resources is that
they do not assess them relative to competitors core competencies has too often
become a “feel good” exercise that no one fails.
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CHAPTER – V
5. Conclusion
Marketing has developed in an evolutionary rather than revolutionary fashion. Its
development has been influenced by the progress of civilization and the economic
development of developing nations like Nepal. Marketing is not possible without the process
of exchange and resources. Marketing began when mankind first engaged in exchange
whereby two parties with surplus bartered products. Resources are playing a mediator
between these two parties exchange process.
In this marketing era holds that the key to achieving organizational objectives consists
of market orientation and integration of marketing activities to satisfying the needs of
customers. To focus on customer needs, satisfaction, organization design and creating value
satisfying products organization need resource to develop the product for marketing.
Resource are playing vital role in marketing development in since to facilitate different
product with in time limit, within price range and within an area where ever customer wants.
Without resource there is no marketing in an organization. As already explained marketing is
the exchange process of product between two parties. To make a bridge between two parties
exchange process organization need different kinds of resource, that also helps to customer
satisfaction and value creations.
Hence, the organization as NTB should have focused on these four basic resource
development and management. If NTB will update and manage these resources as applying
above different strategy, it becomes one of the top most organizations in world tourism. That
also helps to the economic growth of Nepal and Nepalese. The above all the possible strategy
are valuable for NTB to promote, development of product and development of domestic as
well as global market.
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Questionnaire
Department Questionnaire
Namaste, I am Jagat Singh Dhami Student (M.B.A.) from Department of Management
Studies, University of Madras, Chennai, India doing Marketing research in tourism on behalf
of Nepal tourism Board to developing and managing the internal resource for marketing the
product. In this regard, I would like to request you to please kindly give me a few moments of
your valuable time.
I would like to assure you that the information provided by you will only be used for research
purposes and will thus be strictly confidential.
Thank you!
Name of the Department………………………………………………………………………

Phone Number…………………………………Fax No……………………………………….
Email Address………………………………...Website: www. ………………………………
Name of HOD…………………………………………………………………………………..
Name of respondent: ……………………………Designation of respondent: ………………...
Year of Establishment
Questions:
1. What Types of resource you have?
a. Human b. Technical c. Hardware d. Financial
2. Which one of the above is mostly you have?
3. Who are the supporters or providers for that resource? (Related to 2)
a. Government b. Foreign Investor c. Local Investor
d. Own self e. others (Please Specify)………………………….
4. Which one of the resource is difficult to get?
5. Who are the supporters for that resource? (Related to 4)
a. Public Organization b. Private Organization c. Both
i). If Public, specify the name………………………………………………
ii). If Private, specify the name…………………………………….
ii). If both, specify the name
6. Which organization has significant role?
a. Government b. Private c. foreign d. Local people
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e. All of above f. other (Please Specify)………………………………..

7. Why is it Significant?
a. High Facility b. Low Cost c. Timing d. Availability e. Beneficial
8. Which One organization has not significant role?
a. Government b. Private c. Foreign d. Local people e. All
f. other (Please Specify)…………………….
9. Why is it not significant?
a. Poor Facility b. High Cost c. Poor timing
d. Unavailability e. Not Beneficial
10. How are you rate availability of technical resources?

a. High b. moderate c. Low
i). If High, which one?
a. Software b. communication c. Both
ii). If moderate,
A). which one?
B). what is the main cause?
a. Government restriction b. Country Situation
c. Money d. Lock of experts
iii). If low,
A). which one?
c. Money d. Lock of experts
e. Others (please Specify)………………………….
C). what you need to develop it?

a. Experts b. Money c. Time d. Country Situation
e. All f. Others (please Specify)………………….
11. Who will mostly help to you developing technical resource?
a. Government b. Private c. foreign d. Local people e. All
f. Other (Please Specify)…………………………………………………
12. Whether are you able to manage the technical resource?
a. Yes b. No
13. How are you rate availability of financial resources?

a. Cash b. Physical Asset c. Both
ii). If moderate,
A). which one?
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c. Money/Budget
d. Others (please specify)………………………………….
iii). If low,
A). which one?
c. Money/Budget
d. Others (please specify)………………………………….
a. Experts b. Outsource c. Time
d. Country Situation e. All
f. Others (please Specify)………………………….
14. Who will mostly help to you developing financial resource?
15. Whether are you able to manage the financial resource?
a. Yes b. No
16. How are you rate availability of Human resources?
i). If High, jump to next question?
ii). If moderate, What is the main cause?

c. Money d. Others (please specify)………
iii). If low,
A). what is the main cause?
c. Money/Budget
d. Others (please specify)………………
B). what you need to develop it?
a. Experts b. Outsources c. Time
17. Who will mostly help to you developing human resource?
f. Other (Please Specify)……………………
18. Whether are you able to manage the human resource?
a. Yes b. No
19. How are you rating availability of Hardware resources?

a. Material b. Machine c. Both
ii). If moderate,
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A). which one?

a. Material b. Machine c. Both
c. Money/Budget
d. Others (please specify)……………….
iii). If low,
A). which one?
a. Machine b. Material c. Both
c. Money
d. Others (please specify)………………
a. Experts b. Outsource c. Time
20. Who will mostly help to you developing hardware resource?
21. Whether are you able to manage the Hardware resource?
a. Yes b. No
Note: If you would like make more comments, please feel free to write them down in the last
page.
Thank you!
For Personal purpose only:

Name of interviewer: ………………………………………………………………………
Date of interview: ………/June/2009
…………………………………………………………………………………………………
Comments, if any:
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
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Bibliography & Annexes
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BIBLIOGRAPHY
A. Philip Kotler, John Bowen And James Makens, Marketing for Hospitality
& Tourism (Prentice-Hall Inc. 1996)
B. Paul E. Green, Donald S. Tull and Gerald Albaum, Research for
Marketing Decisions (Prentice-hall of India Pvt. Ltd. Fifth Edition)
C. William G. Z. K., Exploring Marketing Research (Thomson South
western)
D. Dr. Govinda Ram Agrawal, Fundamentals Of Marketing In Nepal (M K
Publications and Distributions Nepal)
E. Harvard Business Review (South Asia April 2009)
F. Perceval Landon, History of Nepal (Adarsh Enterprises Delhi)
G. Compass (PATA Jan/Feb. 2009)
H. S. C. Gupta, Fundamental of Statistics (S & S Chand Publication Inc.)
I. Hari Prasad Shrestha, Tourism In Nepal “ Marketing Challenges (Nirala
Publication)
J. Raghu Ramakrishnan and Johannes Gehrke, Database Management
System
K. V S P Rao, Human Resource Management: Text & Case
L. http://www.unwto.org/index.php
M. http://www.wttc.org/
N. http://www.visitnepal.com/hotels/hotel_association_nepal.php
O. http://www.tiairport.com.np/
P. http://www.nata.org.np/
Q. http://www.welcomenepal.com/
ONCE IS NOT ENOUGH
Annexes-1
ONCE IS NOT ENOUGH
Annesx-2
ONCE IS NOT ENOUGH
Annexes-3
Tourist Map of Nepal

Marketing Research in NTB

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Marketing Research in NTB

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A Study of Marketing Research on Resource development

& Management for Marketing the Tourism Products

Under the Supervision and Guidance

AS A PART OF THE SUMMER INTERNSHIP

I convey my sincere thanks to Mr. Sunil Sharma, Manager, Department of

I am so happy to express my heartfelt thanks to my nephew Mr. Harish Singh

I am so happy to express my heartfelt thanks to Ms. Jankuka Rayamajhi,

Place: Kathmandu Jagat Singh Dhami

Chapter Title Page No

I 1. Background & Introduction 1

1.a Problem Statement 4

III 3. Data and Statistical Analysis 11

3.a Tables and data 11

3.b Stakeholders of NTB 14

IV 4. Interpretation and Strategic Implementation 21

4.a. Financial Resource 22

4.b Human Resource 25

4.c Hardware Resources 27

4.d Technological Resource 29

4.e Role of 7P’s and 9R’s in Marketing Strategy 36

4.f Suggestions to the government for betterment of Tourism 38

4.g How to make a resource strategically valuable 38

ADB = Asian Development Bank

Role of Nepal Tourism Board:

1. To develop and introduce Nepal as an attractive tourist destination in the international

Summary of SOWT analysis of Nepal Tourism:

Socio-cultural factors: its influences on business vary from country to country.

Technological factors: Technology is vital for competitive advantage, and is a major

1.a Problem Statement:

iv. Method of Data Collection:

According to Philip Kotler: “Marketing is the social process by which individuals

According to the Chartered Institute of Marketing (CIM): “Marketing is the

Needs: A state of deprivation of some basic satisfaction.

Wants: They are specific satisfiers of needs.

Satisfaction: It is the customer’s perceived performance from a product in relation to

Exchange: It is the process of obtain a desired product from someone by offering

Marketing research: Marketing Research is defined as the systematic and objective

According to Philip Kotler: “Marketing research is the systematic design, collection,

Process of marketing research system:

3.a Tables and data:

Table 1: Infrastructure for Tourism Product Development:

Fig. 1: Line chart of Airport of Nepal

Fig. 2: Line Chart of Roads in Nepal

5 star 4 Star 3 star 2 star 1 Star

Non star Hotel registered in different Place

No 119 5 56 26 14 138 25 383

Fig. 3: Pie chart of Nepal’s various types of hotels.

Table 2: Human Resources Development by NTB

Fig. 4: Bar chart of human resource development by NTB

3.b Stakeholders of NTB:

ii. Private Sectors:

iii. Development partners:

iv. Foreign investor: There is no foreign investor.

Table 3: Budget of current year (2009)

S.N. Title Amount (NRs)

40,000,000.00 Amount (NRs)

Fig. 5: Bar chart for Budget of current year (2009)

Table 4a: Department wise availability of Resource

Corporate Public Research Tourism Tourism

Table 4b: Resources wise Stakeholders:

Public Private Foreign

Table 4c: Frequency Distribution for table 4a

Human Hardware Technical Financial