Technology-Supported Marketing for Sustainable Tourism in the Himalayas

Technology-Supported Marketing for Sustainable Tourism in the Himalayas

Azizul Hassan (Tourism Consultants Network, the Tourism Society, UK)
DOI: 10.4018/978-1-7998-0131-3.ch020


The Himalayas are one of the trendy tourist attractions that actually developed a special interest tourism type: Himalayan tourism. A considerable number of research studies have so far covered Himalayan tourism from numerous perspectives. However, innovative technology-supported marketing for sustainable tourism in the Himalayas in practice has limited knowledge. The aim of this research is to outline aspects of innovative technology adoption for sustainable tourism marketing in the Himalayas. From the Nepal part of the Himalayas context, this conceptual research outlines the features of innovative technology adoption from Roger's theoretical understanding and incorporates with relevant debates and arguments. This research advocates for adopting innovative technologies to ensure and support sustainability concerns in the Himalayas. This research concludes that the adoption of innovative technology for tourism marketing in this part of the world can support sustainable practices in tourism.
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Tourism In The Himalayas

Being termed as the pride of the Asia, the Himalayas is famous for domestic and international tourism. Among many other mountain ranges in the world, the Himalayas is believed as the youngest of its class. The civilisation that emerged surrounding these mountains dates back to the very early of the human history. The Himalayas is so important that without it, the climatic set up of not only the Indian subcontinent but also of entire Asia would change. As believed by the researchers that once the Mount Kailash was the key centre of the world. The Brahmaputra, the Indus, and the Sutlej river systems actually originated from its snowy points. There are archaeological evidences that the very early urban civilisation was emerged in these river valleys that coursed from the Himalayan Mountains. Spectacular cities emerged in the Indus Valley’s Mohenjo-Daro and Harappa. These mountains supposedly cover the world’s one-fifth land surface area but are the habitat of the world’s one-tenth population and supply essential resources to more than half of the global population. The Himalayas Mountains also act as the gene bank of flora and fauna species that are very important for human survival covering forestry, agriculture and mining. Many ethnic groups have turned the Himalayan Mountains as religious and cultural receptacles offering a range of tourist attractions that are completely different from the conventional ones. The folklore, myths, mystery, romance, and adventure in these mountains turn these tourists desperate for engaging in tourism activities in almost all seasons without considering involved risks. Hence there is a case of development but a sustainable development for Himalayas.

Key Terms in this Chapter

Innovative Technology: Technology that is innovative or used in an innovative way with considerations for improving value for the business or its stakeholders.

Sustainable Tourism: The development and use of tourism destination or products such that it not only meets needs of current stakeholders, but also it does not compromise the future needs of stakeholders in the future.

Innovation: The process of converting or developing or implementing an idea or invention into a practical output or design, or good or service to the market that creates value for the stakeholders.

Technology: The application of scientific knowledge and skills for practical purposes, human welfare, or in industry. This might include, Information communication Technology (ICT), mobile technology, and design including robotics, artificial intelligence, computing, drones, and space exploration.

Motivation to Use Technology: A set of reasons, benefits, rationale for using a technology or innovations.

Tourism: It is collection of activities, services, process and industry that delivers travel experience to individuals or group of travelers who will spend time away from home in pursuit of recreation, relaxation, and pleasure, while making use of the commercial provision of service.

Diffusion of Innovation: It is process of how, why, and at what rate an innovation, technology, or new idea spreads and reaches the users or consumers.

EMarketing: Process and activities involved in planning and executing the conceptions, distribution, Pricing and promotion of products, ideas and services in a computerized, networked environment using information communication technology.

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