Tourism Destination Marketing: A Case Study of Lumbini Nepal

Lumbini, Nepal, recognized as the birthplace of Lord Buddha and a significant Buddhist pilgrimage site, faces challenges in maintaining its attractiveness as a tourism destination. A study analyzing data from 184 visitors reveals that while Lumbini holds strong religious significance, its marketing strategies require refinement to enhance visitor satisfaction and sustainability. The research employs field surveys and statistical analysis to assess the destination's positioning and attractiveness, identifying key prospects and policy recommendations for future development. This case study provides actionable insights for balancing religious heritage preservation with tourism growth in UNESCO World Heritage Sites.

Khatri, I. (2018). Tourism Destination Marketing: A Case Study of Lumbini Nepal. The Gaze: Journal of Tourism and Hospitality, 9, 69–82. https://doi.org/10.3126/gaze.v9i0.19722