Digital Marketing in the Tourism Industry of Nepal

BSc. Sushila Thakuri

Diplomová práce

Abstract:

The thesis titled Digital Marketing in the Tourism Industry of Nepal investigates the role of digital marketing strategies in enhancing Nepal's tourism sector. It emphasizes how platforms like social media, SEO, and influencer collaborations have significantly influenced how destinations are marketed to tourists. The study focuses on the barriers to the adoption of digital tools, such as limited infrastructure, low digital literacy among small tourism enterprises, and financial constraints. Through both quantitative and qualitative methods, the research explores the digital behaviour of tourists and the current strategies used by tourism businesses in Nepal. The findings indicate that social media, particularly platforms like Instagram and Facebook, plays a dominant role in travellers’ decision-making processes. Furthermore, SEO and influencer marketing are identified as underutilized tools in Nepal's tourism marketing. The thesis also highlights the importance of digital marketing training for SMEs to overcome challenges and compete globally. The recommendations suggest enhancing digital presence through targeted campaigns, optimizing websites for search engines, and investing in influencer-driven content to increase engagement and visibility. Overall, the thesis concludes that adopting a comprehensive digital marketing strategy could significantly boost Nepal’s position as a competitive tourist destination.

Keywords

Influencer Marketing, Nepal Tourism, Digital Marketing, Social Media Marketing, Sustainable Tourism, Tourism Industry, Search Engine Optimization (SEO), Mobile Optimization, Content Marketing, Tourist Behaviour

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 4. 4. 2025

Obhajoba závěrečné práce

• Vedoucí: Ing. Richard Selby, Ph.D.
• Oponent: Dagmar Charvátová, externi

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Magisterský studijní program:
International Trade and Business