Branding the Buddha's birthplace: exploring Nepal's potential to become a destination of global Buddhist tourism.

Dharma Adhikari; Juyan Zhang

doi:10.1079/9781786392343.0099

Branding the Buddha's birthplace: exploring Nepal's potential to become a destination of global Buddhist tourism.

Dharma Adhikari, Juyan Zhang

Department of Media and Communication

Research output: Chapter in Book or Report/Conference proceeding › Chapter › peer-review

Abstract

This chapter presents a SWOT analysis of Nepal's potential for Buddhist tourism, and suggests that incorporating Buddhist tourism into the overall nation-branding campaign would not only accentuate the country's genuine heritage but also appeal to a large number of faith-inspired travellers. Campaign planning recommendations in terms of organizations involved, goals and objectives, target audience, logo, strategies and tactics, are presented.

Original language	English
Title of host publication	Religious tourism in Asia: tradition and change through case studies and narratives
Editors	S. Yasuda, R. Raj, K. Griffin
Place of Publication	Wallingford, UK
Publisher	CAB International
Pages	99-109
Edition	2018
ISBN (Electronic)	978-1-78639-236-7
ISBN (Print)	9781786392343
DOIs	https://doi.org/10.1079/9781786392343.0099
Publication status	Published - 2018

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10.1079/9781786392343.0099

https://www.cabdirect.org/cabdirect/abstract/20183343864

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Branding the Buddha's birthplace: exploring Nepal's potential to become a destination of global Buddhist tourism. / Adhikari, Dharma; Zhang, Juyan.
Religious tourism in Asia: tradition and change through case studies and narratives. ed. / S. Yasuda; R. Raj; K. Griffin. 2018. ed. Wallingford, UK: CAB International, 2018. p. 99-109.

Research output: Chapter in Book or Report/Conference proceeding › Chapter › peer-review

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AU - Zhang, Juyan

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AB - This chapter presents a SWOT analysis of Nepal's potential for Buddhist tourism, and suggests that incorporating Buddhist tourism into the overall nation-branding campaign would not only accentuate the country's genuine heritage but also appeal to a large number of faith-inspired travellers. Campaign planning recommendations in terms of organizations involved, goals and objectives, target audience, logo, strategies and tactics, are presented.

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PB - CAB International

CY - Wallingford, UK

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Branding the Buddha's birthplace: exploring Nepal's potential to become a destination of global Buddhist tourism.

Abstract

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