Effective and sufficient marketing is the backbone of
any business and especially in the tourism industry. “The tourism industry has come to view
eco-travel as a marketing tool to attract the growing number of environmentally and socially
conscious travellers (Honey, 1999, quoted in Buchsbaum, 2004).” In recent years many
tourists prefer to support environmentally friendly tourism companies which accept the need
to practise eco-friendly business and attempt to conserve the environment. So Honey also
agrees in these ideas that in recent years, webs of community- based ecotourism projects have
become increasingly important tools for marketing small ecotourism businesses, which are
feasible in every aspect (Honey, 2009). Nepal has potential for many such small scale
ecotourism businesses that can truly help to enhance the overall status of local communities.
Family home-stays, local business, locally- based industry, indigenous products etc., are key
components of ecotourism industry, which can be viable sources of income of local
community. However, there is a lack of a proper marketing strategy to promote such
41
important components of ecotourism development and also they are unable to compete with
intruders from outside markets. Honey also has the similar ideas:
“Although ecotourism strives to empower and benefit local residents and rural communities,
community and rural projects tend to lack the knowledge, business skills, and resources
required to market their products, and thus often required outside support from either
government or intermediaries in order to be success” (Honey, 2009).
In addition, “exploitive ecotourism marketing” and “green washing” are also the major
problems in the Nepalese ecotourism industry. So ecotourism in Nepal is becoming more
capitalistic regardless of the core principles of ecotourism. Many companies involved in it
seem only superficially interested in its genuine practice. The tourists who truly desire to
promote ecotourism are easily misled by half - truths and exaggerations about ecotourism.
Thus in this case, Nepalese local ecotourism projects are always at risk.
any business and especially in the tourism industry. “The tourism industry has come to view
eco-travel as a marketing tool to attract the growing number of environmentally and socially
conscious travellers (Honey, 1999, quoted in Buchsbaum, 2004).” In recent years many
tourists prefer to support environmentally friendly tourism companies which accept the need
to practise eco-friendly business and attempt to conserve the environment. So Honey also
agrees in these ideas that in recent years, webs of community- based ecotourism projects have
become increasingly important tools for marketing small ecotourism businesses, which are
feasible in every aspect (Honey, 2009). Nepal has potential for many such small scale
ecotourism businesses that can truly help to enhance the overall status of local communities.
Family home-stays, local business, locally- based industry, indigenous products etc., are key
components of ecotourism industry, which can be viable sources of income of local
community. However, there is a lack of a proper marketing strategy to promote such
41
important components of ecotourism development and also they are unable to compete with
intruders from outside markets. Honey also has the similar ideas:
“Although ecotourism strives to empower and benefit local residents and rural communities,
community and rural projects tend to lack the knowledge, business skills, and resources
required to market their products, and thus often required outside support from either
government or intermediaries in order to be success” (Honey, 2009).
In addition, “exploitive ecotourism marketing” and “green washing” are also the major
problems in the Nepalese ecotourism industry. So ecotourism in Nepal is becoming more
capitalistic regardless of the core principles of ecotourism. Many companies involved in it
seem only superficially interested in its genuine practice. The tourists who truly desire to
promote ecotourism are easily misled by half - truths and exaggerations about ecotourism.
Thus in this case, Nepalese local ecotourism projects are always at risk.
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