| 摘要 | 第5-6页 |
| ABSTRACTS | 第6-17页 |
| List of Acronyms | 第17-19页 |
| CHAPTER 1:INTRODUCTION | 第19-37页 |
| 1.1 GENERAL BACKGROUND | 第19-24页 |
| 1.1.1 Brief on Public Policy | 第22-23页 |
| 1.1.2 Brief on Tourism Policy | 第23-24页 |
| 1.2 SIGNIFICANT OF GOVERNMENT INVOLVEMENT IN TOURISM | 第24-25页 |
| 1.3 JUSTIFICATION OF TOURISM DEVELOPMENT AND ITS SCOPE WITH PUBLIC POLICY STUDY | 第25-29页 |
| 1.3.1 Why Nepal Chosen as a Sample Case? | 第27-29页 |
| 1.4 ORIGINALITY OF THE STUDY (LITERATURE GAP) | 第29-30页 |
| 1.5 STATEMENT OF THE PROBLEM | 第30-31页 |
| 1.6 RESEARCH QUESTIONS | 第31-32页 |
| 1.6.1 M.Q. (Main Questions) | 第31-32页 |
| 1.6.2 S.Q. (Secondary Questions) | 第32页 |
| 1.7 PURPOSE OF THE STUDY/RESEARCH OBJECTIVES | 第32-34页 |
| 1.8 SCOPE OF THE STUDY | 第34-35页 |
| 1.8.1 Personal Motivation | 第35页 |
| 1.9 OVERVIEW OF THESIS | 第35-37页 |
| CHAPTER 2:LITERATURE REVIEW | 第37-77页 |
| 2.1 BRIEFING THE DEVELOPMENT THEORY | 第37-39页 |
| 2.2 GENERALIZING THE POLICY AND POLICY THEORY | 第39-40页 |
| 2.3 DEFINITION OF TOURISM | 第40页 |
| 2.4 TYPES OF TOURISM | 第40-42页 |
| 2.4.1 Types of Movements | 第41页 |
| 2.4.2 The Purpose of the visit | 第41-42页 |
| 2.4.3 Length of the stay | 第42页 |
| 2.5 REMARKABLE TOURISM HISTORY OF THE WORLD | 第42-43页 |
| 2.6 CHARACTERISTICS OF TOURISM | 第43-45页 |
| 2.7 COMPONENTS OF TOURISM | 第45-46页 |
| 2.8 WHY COUNTRY NEED TOURISM PLANNING? | 第46-48页 |
| 2.9 ROLE OF GOVERNMENTS IN TOURISM DEVELOPMENT; DEVELOPING COUNTRIES PERSPECTIVES | 第48-54页 |
| 2.9.1 Shifting Trend of Tourism Development Discourse in 21st Century Policy Maker Should Know | 第50-54页 |
| 2.10 UNDERPINNING MARKETING LITERATURE AND THEORY | 第54-62页 |
| 2.10.1 What is Tourism Marketing? | 第55-56页 |
| 2.10.2 Marketing Planning Process | 第56-57页 |
| 2.10.3 Destination Marketing and Branding By DMO | 第57-62页 |
| 2.10.3.1 Destination Marketing | 第57-59页 |
| 2.10.3.2 Destination Marketing Process | 第59-61页 |
| 2.10.3.3 Destination Branding | 第61-62页 |
| 2.11 PROXIMITY OF TOURISM MARKETING AND GOVERNMENT INVOLVEMENT | 第62-63页 |
| 2.12 TOURISM MARKETING IN DEVELOPING COUNTRIES AND NEPAL INITIATIVES | 第63-71页 |
| 2.12.1 Remarkable Tourism Marketing and Promotional Efforts of Nepa | 第65-71页 |
| 2.12.1.1 Visit Nepal 1998 | 第65-67页 |
| 2.12.1.2 Destination Nepal Campaign 2002-2003 | 第67页 |
| 2.12.1.3 Nepal Tourism Year 2011 | 第67-68页 |
| 2.12.1.4 Visit Lumbini Year 2012 | 第68-69页 |
| 2.12.1.5 Tourism Marketing for Nepal 2005-2020 Program | 第69页 |
| 2.12.1.6 Visit Nepal Year 2020 (VNY2020) | 第69-71页 |
| 2.12.1.7 NTB's China, India and Europe sales Mission | 第71页 |
| 2.13 INNOVATION IN TOURISM INDUSTRY CONCEPTUALIZING THE TERMINOLOGY WITH TOURISMLITERATURES | 第71-75页 |
| 2.13.1 Role of Government to Fostering ICT (Digitalization) of Tourism | 第73-75页 |
| 2.14 TOURISM FDI IN NEPAL | 第75-77页 |
| CHAPTER 3:OVERVIEWS OF THE TOURISM HISTORY,POLICIES ANDINSTITUTIONALIZATION IN NEPAL | 第77-109页 |
| 3.1 EVOLUTION OF TOURISM IN NEPAL | 第77-82页 |
| 3.1.1 Tourism Onward Unification of Nepal-RANA Regime | 第78-80页 |
| 3.1.2 Tourism After the1950-1952's Democratic Movements | 第80-81页 |
| 3.1.3 Flashback of Hippies Era in Nepal | 第81-82页 |
| 3.2 HISTORY OF ORGANIZED TOURISM DEVELOPMENT PLANS AND PROGRAMS | 第82-83页 |
| 3.3 TOURISM POLICIES,PLANNING AND INSTITUTIONAL SET UP IN NEPAL | 第83-93页 |
| 3.3.1 Tourism Master Plan 1972 and Review | 第83-85页 |
| 3.3.2 Tourism policy 1995 Review | 第85-87页 |
| 3.3.3 Tourism Policy 2008 (2065 B.S.) Review | 第87-89页 |
| 3.3.4 National Strategic Tourism Plan 2016-2025 of Nepal | 第89-91页 |
| 3.3.5 Tourism vision 2020 | 第91-93页 |
| 3.4 INSTITUTIONAL SETUP FOR TOURISM INDUSTRY IN NEPAL | 第93-100页 |
| 3.4.1 Ministry of Culture, tourism and Civil Aviation (MoCTCA | 第95-96页 |
| 3.4.2 Department of Tourism | 第96页 |
| 3.4.3 Nepal Tourism Board (NTB) | 第96-98页 |
| 3.4.5 Nepal Academy of tourism and Hotel Management (NATHM) | 第98页 |
| 3.4.6 Tourism Council | 第98-99页 |
| 3.4.7 Civil Aviation Authority of Nepal | 第99-100页 |
| 3.4.8 National Planning Commission | 第100页 |
| 3.5 PRIVATE SECTORS TOURISM ORGANIZATIONS REPRESENTATIVES | 第100-105页 |
| 3.5.1 Nepal Association of Tours and Travel Agents | 第100-101页 |
| 3.5.2 Hotel Association of Nepal (HAN) | 第101页 |
| 3.5.3 Trekking Agent's association of Nepal (TAAN) | 第101-103页 |
| 3.5.6 Airline Operator's Association ofNepa | 第103页 |
| 3.5.7 Nepal Mountaineering Association | 第103-104页 |
| 3.5.8 Nepal Association of Rafting Agents(NARA) | 第104页 |
| 3.5.9 Society of Travel and Tours Operators (SOTO) | 第104-105页 |
| 3.5.10 Tourist Guide Association of Nepal (TURGAN) | 第105页 |
| 3.6 INFLUENCEABLE RULES,REGULATION,ACTS AND SUBORDINATE POLICIES CONCERNING TO NEPALESETOURISM | 第105-109页 |
| 3.6.1 Tourism Act 2050 B.S3.6.2 Immigration act 2051B.S | 第105页 |
| 3.6.2 Immigration Act 2051 B.S | 第105-106页 |
| 3.6.3 Hotel, Resort, Restaurant and Bar Rules 1981 | 第106页 |
| 3.6.4 Foreign Investment and One Window Policy 1992 | 第106页 |
| 3.6.5 Civil aviation policy 2006 | 第106-107页 |
| 3.6.6 The Industrial Policy, 1992 and 2010 | 第107-109页 |
| CHAPTER 4:TOURISM IN NEPAL:POSSIBILIES,INFRASTRUCTURES AND PRESENTSITUATION ANALYSIS | 第109-165页 |
| 4.1 PANORAMA OF NEPAL | 第109-114页 |
| 4.1.1 Climate of Nepal | 第111页 |
| 4.1.2 Demographic Synopsis of Nepal | 第111页 |
| 4.1.3 Cultural Diversity in Nepal | 第111页 |
| 4.1.4 Foods, Attires, Music and Dance in Nepal | 第111-112页 |
| 4.1.5 Macro-Economic Dashboard of Nepal | 第112-114页 |
| 4.2 CONTRIBUTION OF TOURISM IN NEPALESE ECONOMY | 第114-116页 |
| 4.3 TOURISM POSSIBILITIES IN NEPAL | 第116-118页 |
| 4.3.1 Associated Business possibilities of Tourism | 第117-118页 |
| 4.4 WELL-KNOWN TOURIST DESTINATION CITIES OF NEPAL | 第118-120页 |
| 4.5 NATIONAL PARKS AND PROTECTED AREA IN NEPAL | 第120-126页 |
| 4.5.1 Sagarmatha National Park | 第121-122页 |
| 4.5.2 Chitwan National Park | 第122页 |
| 4.5.3 Rara National Park | 第122-123页 |
| 4.5.4 Shey- Phoksundo National Park | 第123-124页 |
| 4.5.5 Bardia National Park | 第124-125页 |
| 4.5.6 Shivapuri National Park | 第125页 |
| 4.5.7 Langtang National Park | 第125-126页 |
| 4.5.8 Makalu Barun National Park | 第126页 |
| 4.6 WILDLIFE RESER VES | 第126-127页 |
| 4.6.1 Koshi -Tappu Wildlife Reserve | 第126-127页 |
| 4.6.2 Dhorpatan Hunting Reserve | 第127页 |
| 4.7 Conservation Area: | 第127-130页 |
| 4.7.1 The Annapurna Conservation Area (ACA) | 第127-128页 |
| 4.7.2 Kanchanjunga Conservation Area | 第128页 |
| 4.7.3 Krishnasaar Conservation Area | 第128-129页 |
| 4.7.4 Manaslu Conservation Area | 第129页 |
| 4.7.5 Api-Nampa Conservation Area | 第129-130页 |
| 4.8 TREKKING AND IT'S POSSIBILITIES IN NEPAL | 第130-134页 |
| 4.8.1 Annapurna Region | 第130-131页 |
| 4.8.2 Everest Region | 第131-132页 |
| 4.8.3 Manaslu Area | 第132页 |
| 4.8.4 Langtang, Helembu Area | 第132页 |
| 4.8.5 Dolpo Trek | 第132页 |
| 4.8.6 Kanchajunga Trek | 第132-133页 |
| 4.8.7 Humla and Jumla Region | 第133页 |
| 4.8.8 Great Himalayan Trail | 第133-134页 |
| 4.8.9 Ramarosan Achham Area | 第134页 |
| 4.9 MOUNTAINEERING IN NEPAL | 第134-140页 |
| 4.9.1 Management of Mountaineering | 第136-138页 |
| 4.9.2 Arrival Pattern of Mountaineers in Nepal | 第138-139页 |
| 4.9.3 Rescue of Mountaineers in Emergency | 第139-140页 |
| 4.10 CULTURAL AND RELIGIOUS TOURISM ATTRACTIONS IN NEPAL | 第140-145页 |
| 4.10.1 Lumbini: The birth place of Buddha | 第141-142页 |
| 4.10.2 Other Important Buddhist Sites in Nepal | 第142-143页 |
| 4.10.3 Pasupati Nath- Kathmandu | 第143-144页 |
| 4.10.4 some other important Hindu's Pilgrimage Sites | 第144-145页 |
| 4.11 FESTIVAL TOURISM ATTRACTIONS | 第145-146页 |
| 4.12 DANCES AND MUSICAL TOURISM ATTRACTIONS IN NEPAL | 第146-147页 |
| 4.12.1 Musical Instruments in Nepal | 第147页 |
| 4.13 Museums in Nepal | 第147-149页 |
| 4.14 MICE POSSIBILITIES IN NEPAL | 第149页 |
| 4.15 ADVENTURE TOURISM RELATED ACTIVITIES POSSIBILITIES IN NEPAL | 第149-152页 |
| 4.15.1 Rafting in Nepal | 第150-152页 |
| 4.16 AYURVEDA TOURISM POSSIBILITIES | 第152页 |
| 4.17 TOURISM CONNECTED INFRASTRUCTURES IN NEPAL | 第152-157页 |
| 4.17.1 Transportation | 第152-153页 |
| 4.17.2 Roadways and Railways | 第153-154页 |
| 4.17.3 Air Transportation | 第154-156页 |
| 4.17.4 Tourists Accommodation in Nepal | 第156-157页 |
| 4.18 TOURISTS INFORMATION,COMMUNICATION,BANKING,INSURANCE AND FOREIGN EXCHANGEINFRASTRUCTURES | 第157-158页 |
| 4.19 SERVICE FIRMS (TRAVEL, TREKKING, EXPEDITION) | 第158页 |
| 4.20 TOURIST SECURITY MECHANISM IN NEPAL | 第158-159页 |
| 4.21 HEALTH AND WATER SUPPLY | 第159-160页 |
| 4.22 ANALYSIS OF TOURISTS STATISTICAL FACTS AND FIGURE | 第160-165页 |
| CHAPTER 5:RESEARCH METHODOLOGY | 第165-187页 |
| 5.1 INTRODUCTION OF RESEARCH METHODOLOGY | 第165-166页 |
| 5.1.1 Philosophical Understanding of Research Methodology | 第165-166页 |
| 5.2 METHODOLOGICAL WORLD OF VIEWS FOR APPROACHED RESEARCH | 第166-169页 |
| 5.3 METHODOLOGY SELECTION AND RESEARCH PLANNING STEPS | 第169-174页 |
| 5.4 INTRODUCTION OF DATA COLLECTION TERMINOLOGY | 第174-184页 |
| 5.4.1 Interviews | 第174-176页 |
| 5.4.1.1 In-depth interviews | 第174-175页 |
| 5.4.1.2 Semi-structured Interviews | 第175-176页 |
| 5.4.2 Focus Group Discussion | 第176-177页 |
| 5.4.3 Observation | 第177-178页 |
| 5.4.4 Secondary Data Sources | 第178-180页 |
| 5.4.4.1 Document Analysis | 第179-180页 |
| 5.4.5 SWOT Analysis | 第180页 |
| 5.4.6 Abernathy and Clark Innovation Model | 第180-181页 |
| 5.4.7 Ansoff Market Growth Strategies: Applied for Chinese Tourists in to Nepal | 第181-182页 |
| 5.4.8 Return on Investment Analysis of NTB's Marketing Budget (ROI for last 4 year) | 第182-184页 |
| 5.5 CONCEPTUAL FRAMEWORK | 第184-187页 |
| 5.5.1 Meaning of Conceptual Framework | 第184-187页 |
| CHAPTER 6:DATA ANALYSIS, DISCUSSION AND FINDINGS | 第187-295页 |
| 6.1 DATA SAMPLING | 第187-193页 |
| 6.1.1 DATA SAMPLE PRESENTATION | 第188-193页 |
| 6.1.1.2 Primary Source of Data Presentation and Justifications | 第188-192页 |
| 6.1.1.3 Secondary Data Presentation and Justification | 第192-193页 |
| 6.1.1.4 Ethical Issue | 第193页 |
| 6.2 DATA ANALYSIS AND DISCUSSION | 第193-270页 |
| 6.2.1 Interviews Data Analysis Procedures | 第194-206页 |
| 6.2.1.1 Un-Structured Interviews procedures | 第195-196页 |
| 6.2.1.2 Interviews Questions Protocol | 第196-199页 |
| 6.2.1.3 Thaematic Answers from In-depth Interviews | 第199-202页 |
| 6.2.1.4 Finding from In-depth Interviews | 第202-206页 |
| 6.2.2 Semi-Structures Interviews Discussion and Analysis | 第206-238页 |
| 6.2.2.1 Selection of the Questions for SS-I | 第208页 |
| 6.2.2.2 Semi-Structures Interviews Data Analysis | 第208-211页 |
| 6.2.2.3 Thematic Answers and Research Findings from Semi-Structures Interviews | 第211-238页 |
| 6.2.3 Focus Group Discussion: Strategy, Discussion and Findings process | 第238-260页 |
| 6.2.3.1 Strategies of Focus Group Setting | 第239-240页 |
| 6.2.3.2 Questions Setting Strategy of Focus Groups | 第240-241页 |
| 6.2.3.3 FG-1 Data Analysis | 第241-243页 |
| 6.2.3.4 Findings from FGD-1 | 第243-248页 |
| 6.2.3.5 Questions Development Strategy for FG-2 | 第248-249页 |
| 6.2.3.6 Explanation of the Questions of FG-2a | 第249页 |
| 6.2.3.7 Data Analysis and Finding From FG-2a | 第249-253页 |
| 6.2.3.8 Analysis and Finding from FG-2b | 第253-257页 |
| 6.2.3.9 Analysis and Finding from FG-2c | 第257-260页 |
| 6.2.4 Discussion of the Observation Data Collection procedures | 第260-270页 |
| 6.2.4.1 Analysis of Observational Themes | 第261-263页 |
| 6.2.4.2 Findings from Tourist Destination Field Observation | 第263-265页 |
| 6.2.4.3 Findings from Tourism Marketing and Promotional Activities Observation | 第265-267页 |
| 6.2.4.4 Findings from Tourism innovativeness Observation | 第267-269页 |
| 6.2.4.5 Findings from Tourists Service Quality Observation | 第269-270页 |
| 6.3 SWOT ANALYSIS OF NEPAL'S TOURISM INDUSTRY | 第270-273页 |
| 6.4 ABERNATHY AND CLARK INNOVATION THEORY APPLICATION FOR TOURISM | 第273-278页 |
| 6.4.1 Model's Applicability for Nepalese Tourism industry: | 第275-278页 |
| 6.4.1.1 Regular Tourism Innovation | 第275-276页 |
| 6.4.1.2 NICHE Tourism Innovation | 第276页 |
| 6.4.1.3 Architectural Tourism Innovation | 第276-278页 |
| 6.4.1.4 Revolutionary Tourism Innovation | 第278页 |
| 6.5 ANSOFF MARKET GROWTH MODEL APPLICABILITY FOR TARGETING CHINESE OUTBOUND TOURISMFOR NEPALESE TOURISM GROWTH | 第278-283页 |
| 6.5.1 Market penetration | 第279页 |
| 6.5.2 Products or services development | 第279页 |
| 6.5.3 Market Development | 第279页 |
| 6.5.4 Product or Services Diversification | 第279-280页 |
| 6.5.5 Why Ansoff Model, Applying for Chinese outbound Tourist Markets? | 第280-283页 |
| 6.6 ANALYZING ROI OF NTB BASED ON TOURISM MARKETING AND PROMOTIONAL COST | 第283-286页 |
| 6.7 PURPOSED FORWARD PRACTICABLE MODEL APPLICABLE FOR NEPALESE TOURISM DEVELOPMENT | 第286-288页 |
| 6.8 ASSIMILATION OF RESEARCH FINDINGS AND OBJECTIVES | 第288-293页 |
| 6.9 VALIDITY AND RELIABILITY MAPPING | 第293-295页 |
| CHAPTER 7:CONCLUSION AND RECOMMENDATIONS | 第295-311页 |
| 7.1 CONCLUDING REMARKS | 第296-299页 |
| 7.2 RECOMMENDATIONS | 第299-305页 |
| 7.2.1 Policy Recommendation | 第299-300页 |
| 7.2.2 Tourism infrastructures development Recommendations | 第300-301页 |
| 7.2.3 Recommendations for Tourism Marketing and Branding | 第301-302页 |
| 7.2.4 Recommendations for Tourism Innovation and Human resource developments | 第302-303页 |
| 7.2.5 Recommendation for Service Quality | 第303-304页 |
| 7.2.6 Recommendation for Tourism disaster managements andprecautions | 第304页 |
| 7.2.8 Recommendations for Institutional Improvements | 第304-305页 |
| 7.3 CONTRIBUTION OF THE RESEARCH | 第305-307页 |
| 7.4 LIMITATION OF THE RESEARCH | 第307-308页 |
| 7.5 AVENUES FOR THE FUTURE RESEARCH | 第308-309页 |
| 7.6 AUTHOR'S PERSONAL REFLECTIONS | 第309-311页 |
| REFRENCES | 第311-339页 |
| APPENDICES | 第339-347页 |
| Appendix 1: Approval Letter for Research Data Collection | 第339-340页 |
| Appendix 2: Some of the Historic Tourism incident in Nepal inthe era of ancient time. | 第340-341页 |
| Appendix 3: Domestic and international Airlines Operation inNepal | 第341页 |
| Appendix 4: Tourists arrival in Nepal by major Nationalities,2008-2017 | 第341-342页 |
| Appendix 5. Nepalese Tourism Development Constraints(Detailed Research Findings). | 第342-345页 |
| Appendix 6: FG-1 Questions | 第345-346页 |
| Appendix 7: FG-2 Questions | 第346-347页 |
| ACKNOWLEDGEMENT | 第347-348页 |
| Academic Articles and Research Outcomes in Study Period | 第348-349页 |
| END Note | 第349页 |
