The Impact of Tourism Promotion on Tourists' Revisit Intentions in Nepal

Abstract

The spectacular landscape and diverse, exotic ethnic groups and cultures in Nepal represent considerable potential for tourism, but growth in the tourism industry has been not satisfactory relative to similar tourist destination. Nepal has spent massively on tourism promotion; however, there is no proper measurement of its effectiveness. This study examines the impact of tourism promotion on tourist revisit intentions toward Nepal. This study is descriptive and analytical research design. This study is based on survey of 384 tourists who were visiting Nepal. A survey of tourists revealed that social media is the most effective way to create revisits. Age and religion of the tourist influence their revisit decisions. Nepal government should allocate funds to train tourism operators and Nepal Tourism Board (NTB) staff on digital marketing. Digital and social media must be used for promotion. Nepal must develop and promote new tourism products. Promotion must be customized to various age group and various religion. The tourism promotion activities must be spent based on measurement of past performances of tourism promotion activities. Future research can consider Nepalese tourism promotion performed by foreign agencies. This same study can be performed on Nepalese tourist visiting Nepal. Future studies could explore the perspective of potential tourists staying abroad.