Increasingly services marketing research is calling for a focus on improved wellbeing through the delivery of services (Anderson et al. 2013). This includes a focus on the service innovation at the base of the pyramid (i.e. The world’s poorest), being sustainable in service delivery and improving societal wellbeing (Ostrom et al. 2015). Bhutan, a small landlocked developing nation in the Himalaya Mountains borders China and India (Nyaupane and Timothy 2010). Bhutan has always been of interest to tourists, due to the spiritual, adventure and cultural aspects. In 2012, 105,407 tourists visited Bhutan. This represented a 64.62?% increase in visitors from the previous years (Tourism Council of Bhutan 2013). Such a rapid growth in tourists indicates an increased focus on tourism services within the region and may also suggest increased promotion and word of mouth.
|Title of host publication||Services Marketing Cases in Emerging Markets|
|Subtitle of host publication||An Asian Perspective|
|Editors||Sanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen|
|Place of Publication||Switzerland|
|Number of pages||10|
|Publication status||Published - 1 Jan 2016|