HIMALAYAN ALLEGIANCE: INVESTIGATING REGIONAL TOURISTS' LOYALTY TO BHUTAN'S CULTURAL CHARMS
Keywords:
Bhutan Tourism, Regional Tourism, Tourism Development, Tourism Perception, Socio-Economic ImpactAbstract
Tourism has evolved into a mature sector, where travelers with diverse experiences are now highly selective, intensifying competition among destinations. Tourists increasingly seek convenience and authenticity, reshaping the entire tourism ecosystem. Bhutan, a relatively new entrant in the global tourism landscape since 1974, has swiftly become a significant revenue generator, ranking second only to hydropower. This study underscores the tourism industry's role as a potent driver of development in emerging economies, with positive correlations between tourism receipts, gross domestic product (GDP) growth, foreign direct investment (FDI), and long-term poverty reduction.
In 2019, Bhutan recorded a remarkable milestone with 315,599 annual arrivals, equivalent to a substantial 42.9% of the country's total population. Among these arrivals, 77.1% comprised regional tourists, signifying a 20.3% year-on-year increase. The influx of inbound tourists has soared, achieving an impressive annual average growth rate of 17.1% over seven consecutive years (2013-2019). The tourism sector's pivotal role in fostering Bhutan's socio-economic development and revenue generation has been evident since its inception. Notably, 2019 witnessed total gross foreign exchange receipts of US$345.88 million, marking a 3.8% increase from the previous year.
Given the significant presence of regional tourists, mainly from India, Bangladesh, and Myanmar, a comprehensive understanding of their perceptions of Bhutan as a preferred travel destination and the factors influencing their loyalty is paramount. This understanding is essential for the Tourism Council of Bhutan (TCB) and all stakeholders within the tourism industry. It forms the foundation for informed marketing policies and product diversification strategies that are vital to sustaining the inflow of regional tourists, thereby bolstering tourist receipts, foreign exchange revenue, and employment generation
