Promoting Sustainable Tourist Behavior through Promotional Marketing




promotional marketing, AIDA model, SEM, tourist, Bhaktapur


This study aims to investigate the current state of Bhaktapur, Nepal, as a tourist destination and how promotional marketing strategies can be used to increase the number of tourists visiting the area. The research uses the AIDA model to analyze Bhaktapur's promotional marketing as a tourist destination. 282 tourists were surveyed through the Kobo Toolbox app to gather information about their demographics and travel profiles. The data was analyzed using SPSS and SEM to find variations in groups and predict the impact of promotional marketing on sustainable tourism demand in Bhaktapur. The findings indicate that utilizing a range of promotional marketing strategies, such as social media, and targeting different demographic groups can be effective in attracting tourists and highlight the significance of tourism as a key source of foreign exchange revenue for Nepal and suggests that promoting Bhaktapur as a tourist destination can contribute to the country's economic growth. This study contributes to the rising interest in determining the Internet's significance as a commercial tool in the tourist industry. Internet is currently the primary method for hotels and other service-based enterprises to communicate with their clients. Thus, this study aims to fill a vacuum in the literature by demonstrating how to leverage the Internet and social media as part of a marketing strategy to build a sustained demand among visitors concerned with social concerns and the environment.


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Author Biographies

Niranjan Devkota , Kathmandu Model College, Tribhuvan University, Nepal


Niranjan Devkota is an economist specializing in behavioral economics linking agriculture, climate change, and other contemporary issues over a decade. He is now working as coordinator of the Research Management Cell at Quest International College, affiliated with Pokhara University, Nepal. His research is focused on perception and behavioral studies for people. He has presented his research ideas in different conferences/seminars and workshops. He has published in various journals and performed as a reviewer for several journals.

Krzysztof Gajdka, Faculty of Entrepreneurship and Law, Pan-European University, Prague, Czech Republic


In addition to his academic activities, which focus primarily on marketing communication and the history of advertising, associate professor Krzysztof Gajdka Ph.D. works as an expert in media communication. He is actively involved in advising on external political and electoral media communication for the most important Polish political entities.

Roshan Siwakoti , Quest International College, Pokhara University, Gwarko, Lalitpur, Nepal


Roshan Shivakoti is an MBA student at Quest International College, Pokhara University, Nepal. He presented his research ideas at various national conferences, seminars, and workshops. During his MBA academic journey, he completed various reports and analyses regarding the financial status of different companies. He is interested in capital markets, travel and tourism, and behavioral research.

Monika Klimova, Faculty of Business, Pan-European University, Prague, Czech Republic


Monika Klímová is a doctor of philosophy and applied ethics.  In her publications and research activities, she focuses primarily on intercultural communication in tourism, ethical communication, and the specifics of providing tourism services reflecting the cultural differences of specific tourist segments.  She publishes in many scientific journals, participates in scientific conferences, works as a reviewer of several scientific journals, and is a member of several professional organizations.

Krishna Dhakal, Quest Research Management Cell, Quest International College, Pokhara University, Gwarko, Lalitpur, Nepal


Krishna Dhakal is an assistant coordinator at Quest Research Management Cell, Quest International College, Pokhara University, Nepal. He has a bachelor's degree in computer science and engineering, which he earned from East Point College of Engineering and Technology, Bangalore University of Technology (VTU), India. In addition to his attendance at several national and international conferences, Mr. Dhakal is also an author who has had his work published in various national and international journals. He has a fundamental understanding of STATA and rudimentary expertise in SmartPLS, SPSS, AMOS, Kobo Toolbox, and Arc GIS.




How to Cite

Devkota, N., Gajdka, K., Siwakoti, R., Klimova, M., & Dhakal, K. (2023). Promoting Sustainable Tourist Behavior through Promotional Marketing. Journal of Tourism and Services, 14(26), 219–241.