Exploring Marketing Considerations in Nepalese Tourism during the COVID-affected Era

Abstract

A tourism sector is one of the major economic wheels of Nepal. Reviving the tourism sector after the outbreak of COVID-19 is a big challenge before Nepal. This study examines tourism marketing practices during COVID-affected era and analyses tourism operators’ adaptation to COVID-19 cautions as prescribed by the WHO guidelines for tourism. Tourism operators of Nepal were surveyed on tourism marketing practices that they adopted during the COVID-19 era. At present most of the tourism businesses are targeting domestic tourists. The study also found that tourism operators emphasised on positioning Nepal as a naturally beautiful and adventurous country. Nepalese tourism businesses have taken the initiative to tackle the challenges during this COVID-affected era. Further studies could refine this study and analyse the effects of various measures taken by tourism business operators during the COVID-affected era.