Case Study 13: Wellbeing through travel: High value-low impact tourism in the developing country, Bhutan

Raechel Johns, Thinley Namgyal

Research output: A Conference proceeding or a Chapter in BookChapter in text book

Abstract

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.

Original languageEnglish
Title of host publicationServices Marketing Cases in Emerging Markets
Subtitle of host publicationAn Asian Perspective
EditorsSanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen
Place of PublicationSwitzerland
PublisherSpringer
Chapter13
Pages159-168
Number of pages10
ISBN (Electronic)9783319329703
ISBN (Print)9783319329680
DOIs
Publication statusPublished - 1 Jan 2016

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    Johns, R., & Namgyal, T. (2016). Case Study 13: Wellbeing through travel: High value-low impact tourism in the developing country, Bhutan. In S. K. Roy, D. S. Mutum, & B. Nguyen (Eds.), Services Marketing Cases in Emerging Markets: An Asian Perspective (pp. 159-168). Springer. https://doi.org/10.1007/978-3-319-32970-3_16