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   ONCE IS NOT ENOUGH 

             

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. 

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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  

 

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

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

CONTENTS   Chapter I

Title

Page No

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

V

4. Interpretation and Strategic Implementation 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

5. Conclusion

40

Questionnaire

42

Bibliography

47

 

 

21

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

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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

 

 

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

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

 

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

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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: A lot of natural products.

Weakness: Unable to market the whole product (insufficient infrastructures).

Opportunities: New global as well as domestic market.

Threats: 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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

2

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

3

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

4

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

5

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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).

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

6

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

 

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

7

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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 partiescustomers, 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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

8

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

   

Marketing Research on Resource Development and Management for Marketing the Product in NTB. 

9

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

       

   

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  10

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  11

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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

 

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  12

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  13

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  14

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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 Tourism

Public Relations and publicity

Research planning and monitoring

Tourism Product and resource development

Fig. 5: Bar chart for Budget of current year (2009) Table 4a: Department wise availability of Resource

Department

Corporate Public

Research

Tourism

Tourism

Services

Relation &

Planning &

products &

Marketing &

Publicity

Monitoring

Resource

Promotion

Department

Department

Recourses Human

Low

High

high

Moderate

Moderate

Technical

Moderate

Moderate

Low

Low

Low

Hardware

Moderate

Moderate

Moderate

Moderate

Moderate

Financial

High

Low

high

Low

Low

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  15

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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 N

Hardware

Technical

Financial

Valid

5

5

5

5

Missing

0

0

0

0

Mean

1.00

1.00

.40

.80

Median

1.00

1.00

.00

.00

1.000

.000

.548

1.095

.609

.609

.913

.913

-3.333

-3.333

Std. Deviation Skewness

.000

Std. Error of Skewness

.913

Kurtosis

.913

-3.000

Std. Error of Kurtosis

2.000

2.000

2.000

2.000

Minimum

0

1

0

0

Maximum

2

1

1

2

25

.00

1.00

.00

.00

50

1.00

1.00

.00

.00

75

2.00

1.00

1.00

2.00

Percentiles

Human Frequency Valid

 

Percent

Valid Percent

Cumulative Percent

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

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  16

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

Hardware Frequency Valid

Moderate

Percent 5

Valid Percent

100.0

Cumulative Percent

100.0

100.0

Technical Frequency Valid

Percent

Valid Percent

Cumulative Percent

Low

3

60.0

60.0

60.0

Moderate

2

40.0

40.0

100.0

Total

5

100.0

100.0

Financial Frequency Valid

Percent

Valid Percent

Cumulative Percent

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

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  17

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

Table 4d: Frequency Distribution for table 4b Statistics

Human resource N

Financial

hardware

Technical

Resource

Resource

Resource

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

1.155

1.000

1.000

.577

-1.732

.000

.000

-1.732

1.225

1.225

1.225

1.225

Minimum

0

0

0

0

Maximum

2

2

2

1

25

.00

.00

.00

.00

50

2.00

1.00

1.00

1.00

75

2.00

2.00

2.00

1.00

Std. Deviation Skewness Std. Error of Skewness

Percentiles

Human resource Cumulative Frequency Valid

Percent

Valid Percent

Percent

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 Frequency Valid

 

Percent

Valid Percent

Percent

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

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  18

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

Hardware Resource Cumulative Frequency Valid

Percent

Valid Percent

Percent

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 Frequency Valid

Percent

Valid Percent

Percent

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  19

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

   

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  20

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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. 2. 3. 4. 5. 6. 7. 8. 9.

 

To make the easy distribution of the product. To provide the customer satisfactions. To make different promotional activities such as, advertising, branding etc. To provide within the range of price. To develop the market. To development and diversification of product. To manage the internal management of organization. To gain the organizational goals. To follow the organizational strategy and policy.

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  21

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.  

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  22

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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,  

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  23

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

adverse terms of trade, shocks and weather; secondly, a lack of sustained macroeconomic 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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  24

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  25

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  26

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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. 2. 3. 4.

Country Situation Physical structure of Place Country budget 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.  

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  27

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  28

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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. 2. 3. 4. 5.

To provide information about product. To give the everything at a place To provide the information about pricing To provide the ultimate choice to the tourist from their house To provide the knowledge about different place from a single point.

Key Barriers to development of Technological resources: 1. 2. 3. 4.

Lack of experts Poor budgeting Unavailability of resource 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 highlevel. The structure, function and interface of system must be convenient to operate and

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  29

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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. 2. 3. 4. 5.

The degree of data accuracy and integrity are high, The present situation of the data is strong, Data structure favors fast search, Database structure with low redundancy is reasonable, 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.  

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  30

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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 

   Link of Database 

   Establish Database

Capture edit of Data

Attribute Database

 Management & Maintenance Database

   Spatial 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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  31

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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  

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  32

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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 maplayers. 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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  33

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

Resource Management  Basic Map Database      System Interface 

Nepal Tourism  Resource Management  Information System  (NTRMIS)

Basic Social Information  Database 

Map layer Operation 

   Search Index 

  Statistic Graphics  Special tourism  information Database 

3D terrain Display System management Module 

   Output Module 

Statistical Analysis  

Resource Management  Module

Database Management  Module

     Input 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  

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  34

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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, threedimension, network and intelligent decision, TRMIS will develop at the direction of intelligence, network and multi-dimensions.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  35

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  36

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  37

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  38

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

   

   

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  39

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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.

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  40

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

 

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  41

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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? a. Human b. Technical c. Hardware d. Financial 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? a. Human b. Technical c. Hardware d. Financial 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

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  42

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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? a. Software b. communication c. Both B). what is the main cause? a. Government restriction c. Money iii). If low, A). which one? a. Software

b. Country Situation d. Lock of experts

b. communication

c. Both

B). what is the main cause? a. Government restriction b. Country Situation 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. High b. moderate c. Low i). If High, which one? a. Cash b. Physical Asset

c. Both

ii). If moderate, A). which one? a. Cash b. Physical Asset B). what is the main cause?  

c. Both

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  43

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

a. Government restriction b. Country Situation c. Money/Budget d. Others (please specify)…………………………………. iii). If low, A). which one? a. Cash b. Physical Asset c. Both B). what is the main cause? a. Government restriction b. Country Situation c. Money/Budget d. Others (please specify)…………………………………. C). what you need to develop it? 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? a. Government b. Private c. Foreign d. Local people f. Other (Please Specify)………………………………………………… 15. Whether are you able to manage the financial resource? a. Yes b. No 16. How are you rate availability of Human resources? a. High b. moderate c. Low

e. All

i). If High, jump to next question? ii). If moderate, What is the main cause? a. Government restriction c. Money

b. Country Situation d. Others (please specify)………

iii). If low, A). what is the main cause? a. Government restriction b. Country Situation c. Money/Budget d. Others (please specify)……………… B). what you need to develop it? a. Experts b. Outsources c. Time d. Country Situation e. All f. Others (please Specify)…………………………. 17. Who will mostly help to you developing human resource? a. Government b. Private c. Foreign d. Local people f. Other (Please Specify)…………………… 18. Whether are you able to manage the human resource? a. Yes b. No

e. All

19. How are you rating availability of Hardware resources? a. High b. moderate c. Low i). If High, which one? a. Material b. Machine ii). If moderate,  

c. Both

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  44

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

A). which one? a. Material b. Machine c. Both B). what is the main cause? a. Government restriction b. Country Situation c. Money/Budget d. Others (please specify)………………. iii). If low, A). which one? a. Machine b. Material c. Both B). what is the main cause? a. Government restriction b. Country Situation c. Money d. Others (please specify)……………… C). what you need to develop it? a. Experts b. Outsource c. Time d. Country Situation e. All f. Others (please Specify)…………………………. 20. Who will mostly help to you developing hardware resource? a. Government b. Private c. Foreign d. Local people f. Other (Please Specify)………………………………………………… 21. Whether are you able to manage the Hardware resource? a. Yes b. No

e. All

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: ………………………………………………………………………………………………… ………………………………………………………………………………………………… ………………………………………………………………………………………………… …………………………………………………………………………………………………

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  45

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  46

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

 

Bibliography & Annexes 

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  47

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

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/

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  48

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

Annexes-1

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  49

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

Annesx-2

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  50

Nepal Tourism Year-2011 

NATURALLY NEPAL   ONCE IS NOT ENOUGH 

Annexes-3

Tourist Map of Nepal

 

Marketing Research on Resource Development and Management for Marketing the Product in NTB.  51