Ravi gautam summer project 2020 222 PDF

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Tourism is simply travelling for pleasure or to relax away from the area where you live. Tourism is now one of the world's largest and fastest-growing industries (Naisbitt, 1994; Sharpley, 1994; U.S. Department of Commerce, 1993)....

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ATTITUDE AND PERCEPTION TOWARDS “THANGKA” AS SOUVENIR AMONG TOURIST IN BOUDHA

BY Ravi Gautam TU Reg No: 7-2-0025-0567-2015 Exam roll number: 17857/16

A Summer Project Proposal Submitted to Faculty of Management, Tribhuvan University In partial fulfilment of the requirements for the degree of Bachelor of Business Administration

at the Campion College Tribhuvan University

2020

LETTER OF APPROVAL This summer project entitled “Tourism in Boudha” An analysis of Attitude and Perception towards “Thangka” Souvenirs Among tourist in Boudha has been submitted by Ravi Gautam for final examination to the faculty of management, Tribhuvan University, in fulfillment of the requirement for the degree of Bachelor of Business Administration. The research committee of this campus has found this summer project report satisfactory in scope and quality and has therefore forwarded for examination.

______________________ Signature Assoc. Prof. Dr. Prakash Neupane Director BBA Research Committee

STUDENT DECLARATION This is to clarify that I have completed the summer project entitled “Attitude and Perception towards “Thangka” Souvenirs Among tourist in Boudha” under the guidance of Dr. Suman Kumar Regmi in the partial fulfillment of the requirement for the degree of the Bachelor of Business Administration at Faculty of Management, Tribhuwan University. This is my original work and I have not submitted it earlier elsewhere.

…………………………………… Signature Ravi Gautam 2020

CERTIFICATE FROM THE SUPERVISOR This is to certify that the summer project entitled “Attitude and Perception Towards “Thangka” Souvenirs Among tourist in Boudha” is an academic work done by “Ravi Gautam” submitted in the partial fulfillment of the requirement for the degree of Bachelor of Business Administration at faculty of Management, Tribhuwan University under my guidance and supervision. To the best of my knowledge, the information presented by him in summer project has not been submitted earlier.

…………………………. Signature of the Supervisor Name: Dr. Suman Kumar Regmi Date: Teacher Faculty Member

ACKNOWLEDGEMENT In the partial fulfillment of Bachelor of Business Administration, as per the requirement of Faculty of Management of Tribhuvan University, I have prepared this report on Attitude and Perception towards “Thangka” Souvenirs Among tourist in Boudha. First and foremost, I would like to express my sincere gratitude towards my Supervisor Dr. Suman Kumar Regmi for guiding me and providing me with the materials which were useful in completing this report. I am thankful to TU for giving me this opportunity for broadening my theoretical knowledge and putting it into practical use. All the parts of the study have been arranged in a sequence as required. I show my sincere thankfulness to all those who have helped me in the completion of this report directly or indirectly.

Ravi Gautam

TABLE OF CONTENT LETTER OF APPROVAL

i

LETTER OF DECLERATION

ii

LETTER FROM SUPERVISOR

iii

ACKNOWLEDGEMENTS

iv

TABLE OF CONTENT

v

LIST OF TABLE

vi

LIST OF FIGURE

vii

ABBREVIATION

vii

EXECUTIVE SUMMARY

ix

CHAPTER I: INTRODUCTION 1

1.1 Context Information 1.2 Purpose of the Study

2

1.3 Significance of Study

3

1.4 Literature Survey

3

1.5 Research Method

5

1.5.1 Research Design

5

1.5.2 The Study Population

5

1.5.3 Sample Size

5

1.5.4 Sampling Method

5

1.5.5 Data Collection Tool

CHAPTER II: DATA PRESENTATION AND ANALYSIS 2.1 Organization/situation/respondent profile 2.2 Data presentation 2.3 Data analysis 2.4 Findings and discussio

CHAPTER III: CONCLUSION AND ACTION IMPLICATIONS 3.1 Conclusion 3.2 Action Implication REFERENCES APPENDIX

6

LIST OF TABLES

Table 2.1: Respondent’s profile by age group of females. Table 2.2: Respondent’s profile by age group of males. Table 2.3: Respondent’s profile by their gender. Table 2.4: Respondent’s profile by their occupation. Table 2.5: Comparison on appealing colors of souvenir “Thangka”. Table 2.6: Comparison on design is appealing of souvenir “Thangka”. Table 2.7: Comparison on souvenir “Thangka” as a good value of price. Table 2.8: Comparison on high quality of souvenir “Thangka”. Table 2.9: Comparison on product uniqueness of souvenir “Thangka”. Table 2.10: Comparison on use or display of souvenir “Thangka” at home or office. Table 2.11: Comparison on souvenir “Thangka” as a good gift. Table 2.12: Comparison on easy to pack or carry souvenir “Thangka” on the trip. Table 2.13: Comparison on easy to care or clean of souvenir “Thangka”. Table 2.14: Comparison on souvenir “Thangka” as a clever ides. Table 2.15: Comparison on name or design related to the theme of the place of souvenir “Thangka”. Table 2.16: Comparison on creativeness of souvenir “Thangka”. Table 2.17: Comparison on consciousness about the company or craftsmanship of souvenir “Thangka”.

LIST OF FIGURES

Figure no. 2.1: Female age group of respondents’. Figure no. 2.2: Male age group of respondents’. Figure no. 2.3: Gender of respondents’. Figure no. 2.4: Occupation group distribution of respondents’. Figure no. 2.5: Colors are appealing of souvenirs “Thangka”. Figure no. 2.6: Design is appealing of souvenir “Thangka”. Figure no. 2.7: Price is good value of souvenir “Thangka”. Figure no. 2.8: High quality of souvenir “Thangka”. Figure no. 2.9: Souvenir “Thangka” as a unique product. Figure no. 2.10: Use or display souvenir “Thangka” at home or office. Figure no. 2.11: Souvenir “Thangka” as a good gift. Figure no. 2.12: Easy to pack or carry souvenir “Thangka” on the trip. Figure no. 2.13: Easy to care or clean a souvenir “Thangka”. Figure no. 2.14: Souvenir “Thangka” as a clever idea. Figure no. 2.15: Name or design related to the theme of the place of souvenir “Thangka”. Figure no. 2.16: Creativeness of souvenir “Thangka”. Figure no. 2.17: Consciousness about the company or craftsmanship of souvenir “Thangka”.

EXECUTIVE SUMMARY A souvenir is a unique and a very valuable thing that people value, typically, it is a reminder of the moments and events. Similarly, souvenir includes thangka, handcrafts, statues, authentic cloths, Foods. Souvenirs are casually gifted to love once. Thangka is a unique piece of art representing the Buddhism. In the Thangka art lies an amazing and meaningful meanings. It is painted or embroidered onto very good fabric made of cotton, lines, or silk. Boudhanath being one of the cultural heritage sites of Nepal and the most visited site among tourist and Nepalese. There are lot of shops in Boudha selling wonderful and beautiful items or handmade items which attracts tourist and makes them purchase it. As souvenirs is purchased by tourist: this research is to study the attitude and perception towards “Thangka” souvenirs among tourists in Boudha. This study was undertaken between male and female buyers of Thangka.

CHAPTER: I INTRODUCTION

1.1 Context Information Tourism is simply travelling for pleasure or to relax away from the area where you live. Tourism is now one of the world's largest and fastest-growing industries (Naisbitt, 1994; Sharpley, 1994; U.S. Department of Commerce, 1993). Nepal is a beautiful Asian count, laying in the southern slope of the Himalayan mountain range. It is a land linked county between India and China. Nepal is blessed with astonishing nature. It is the home of the world’s highest mountains Mt. Everest (8848 m ASL). Religion is the fundamental of the Nepalese culture. Nepal has one of the highest concentration of the sites recognized by UNESCO as World Heritage Sites. Nepal is rich and unique culture country, which has grown over the centuries. There are many cultural heritage site and one of them is Boudhanath. Bauddhanath one of the biggest stupa of Nepal, it is believed that the stupa was built in the 5 th century A.D. during the reign of the Licchavi Kings. The stupa is located in 5km east of central Kathmandu, Boudha. It is said to be made in various religious and literary texts regarding the creation of the stupa is varied and conflicting (NTB, World Heritage Site). Bouddha area is a pictorial feast. Boudhanath is the one of the most visited sites among Tourist. The tourists who visits boudha are from all over the world, most of them are from China, Japan, USA, and many more. For the most part, people from Asian countries visit Boudhanath for religious purpose, as most of the Asian countries people follow Buddhism. The environment of boudha is so peaceful and mesmerizing which makes people enlighten.

The tourist can enjoy their time while visiting Boudha by meditation, visiting monasteries, trying some local foods, buying local stuffs, doing ‘kora’ - see Kora, and many more. Most of the Interesting thangkas, Tibetan jewelers, hand-woven carpets,

status, khukuri knives, paintings, foods and many more are retailed in the surrounding stalls and shops. Tourist who visits the place finds handcrafts like Thangka very unique and amazing and purchase them as souvenirs or a memory. A Thangka is a unique piece beautifully hand painted and ground pigments for a luminous quality arts of Buddhist culture with a beautiful hidden meaning. The Thangka is framed in a fine brocade cloth. Artists shows their talent and creativity in detail painting, this results in paintings with a virtually mathematical level of precision and equilibrium, particularly in some of the most complex mandala patterns. Mandala Pattern paintings are meant to summarize the entire universe in a single frame. There are lots of effort put by artist in Thangka, that’s why Thangka are expensive, although it is expensive tourism is the main collector of Thangka today.

1.2 Purpose of the Study 

To inspect the level of attitude and perception towards souvenirs among male and female buyers.



To examine the significant difference of attitude and perception towards “Thangka” souvenir across the gender.

1.3 Significance of the Study The authoritative World Travel and Tourism Council (WTTC) has stated tourism as the world’s largest and leading industry, surpassing: autos, steel, electronics, and agriculture. The economic Figures cited demonstrates that tourism has grown to be an activity of worldwide importance and significance. Nepal is rich in terms of bio-diversity due to its unique geographical position and altitudinal variation. As Nepal has some unique stuffs

as souvenir, the purpose of the research for this paper is to explore how women and man tourists vary in their travel and their souvenir purchase. Investigating gender differences makes an important part of tourism behavior study (Swain, 1995). Women often tend to buy more souvenirs rather than men’s (Anderson & Littrell, 1995). Is there any difference in the level of attitude towards souvenirs between male and female buyers?

1.4 Literature Survey A literature review deals with the analysis of existing literature on a topic with the objective research and their contribution. Literature reviews are secondary source and do not report on the new or the inventive experiment works. According to Hugh Wilkins (2009) described Souvenirs- what and why do we buy- The souvenir is a significant factor of the tourist practice with most tourists carrying back mementos and souvenirs as evidence. People tend to like to be reminded of special moments in their lives and to hold mark of those special moments. However, despite the considerable earlier research done into souvenirs ad purchase behavior, slight research exists that investigates the motivations for souvenir purchase. Furthermore, there has been little study of the impact of gender on the souvenirs purchased and the motivations for purchase. As written by DeHart, J. (2016) Tibetan, thangka paintings are the medium and the message for Buddhists across the Himalayas, from Tibet to Nepal. Thangka artists must draw each figure and frill according to precise measurements and proportions stipulated by Buddhist iconography. This results in paintings with an almost mathematical level of precision and symmetry, particularly in some of the more complex mandala patterns, which are meant to encapsulate the entire universe in a single frame. Bentor(2002) claims, Some Tibetan tourist thangkas in the Kathmandu Valley pressures the historical and cultural background essential for understanding the specific

modes of commercialization of holy art. The specific conditions under which the tourist thangka market developed led to the presence of an “intermediate audience” located between the “internal” and “external audiences” typical of most tourist markets. This “intermediate audience,” while introducing a slight shift of emphasis in the purpose of thangkas, promotes a devotion to tradition which has had an effect even on the tourist outlets. The producers of thangkas for the tourist market in the Kathmandu Valley are predominantly non-Tibetans who stage the authenticity of their paintings. As for the research carried by Soyong Kim (1997) states that this study was developed and tested at the first attempt for a casual model international tourists’ souvenir purchasing behavior. Exogenous variables, like general ethics and attitude toward other cultures, affected travel- connected attitude and behavior that, inclined attitude toward souvenirs. As for the, attitude toward souvenirs it affects tourists' intention to purchase the souvenirs. Specifically, materialistic and hedonistic value will positively influence crave to be entertained when traveling, while general interest in other cultures completely affected desire to discover the cultures of the travel destinations. Crompton (1979) defines the study concerned with identifying those motives of pleasure vacationers which influence the range of a destination. Totally nine motives were acknowledged. Seven were classified as socio-psychological, that is: escape from a perceived ordinary environment, Exploring and evaluation of self, relaxation, status, regression, improvement of kinship relationships, and facilitation of social interaction, the other two remaining motives were novelty and education, designed the different cultural category. The research data recommend that the tourism industry might have to practically pay more attention to socio-psychological motives for evolving product and promotion strategies. Tosun, Temizkan, Timothy, & Fyall, (2007) claims that – there is different Cultural and Historical meaning in souvenirs, these souvenirs also serve to spread the culture and history of a destination among other potential tourist and to attract them, which also helps in sustain tourism development.

1.5 Research Methodology 1.5.1 Research Design This study was descriptive in nature. The convenient method of sampling had been used. Souvenir buyers from overseas were constituted for the sample population. A survey questionnaire was carried out among the souvenir buyers from overseas. The respondents were assured about the confidentiality of their identity regarding their responses.

1.5.2 Study Population 3 Thangka Souvenir shops at boudha was selected as the research site, where souvenir buyers from overseas from different nationalities were being enrolled.The study population were constituted the souvenir buyers from overseas of different nationalities. Male and female Souvenir buyers from overseas were the study population for the present study. 1.5.3 Sample Size The sample size was 100 (50 males, 50 female).

1.5.4 Sampling Methods Study population for the study had been collected through non-probability sampling method particularly convenience sampling. 100 respondents were surveyed after obtaining permission.

1.5.5 Data Collection Tool A survey had been conducted during August 3rd -13th of 2018. Survey questionnaires were distributed to willing participants after obtaining permission. Survey had been conducted in shops. Participants were informed about the purpose of study and had been assured about their confidentiality. Proper instructions had been given to every participant. It took approximately 5 minutes to complete the questionnaire. 100 souvenir buyers from overseas had been survey after receiving permission. 1.5.7 Ethical Considerations Verbal consent had been received as the distributed questionnaires require no personal identity. They were requested to take part in the study voluntarily and was assured about the data collected to be kept confidential.

1.5.8 Data Analysis The data obtained from the study was analyzed in accordance with outline of the research objectives and research hypotheses. SPSS 21 was used for the analysis of data. Tables were used to present the results. Mean, standard deviation, independent sample ttest had been computed to analyze the result.

CHAPTER: II DATA PRESENTATION AND ANALYSIS Buying a souvenir has always been a culture among the tourist as they travel around in different places or country. Nepal is a unique and beautiful country offering astonishing nature, culture and tradition. Nepal offers the unique souvenirs that you can take back as

a momentous which will remind mesmerizing visit to the one and only Himalayan country. Nepal’s souvenirs also have deep meaning and connection which holds historical and religious significant. There are varieties of souvenir that are available in Nepal such as pashmina, khukuri, statue and masks, tea, jewelry, handicraft, thangka. As thousands of tourists visit Nepal, they tend to buy souvenirs and most of the preferred souvenir is “Thangka”. Thangka has been one of the most unique pieces of art and it is popular among the visitors in Nepal. Thangka painting represents various meaning of Buddhism philosophy and is visualized mainly by mandala, buddhist deities (god and goddess) or buddhist legends. Thangkas are painted by professional skilled artists and are available in many shops near heritage sites like Boudha, Patan, Bhaktapur, Swayambhunath.

2.1 Tourism in Boudha Boudhanath stupa is one of the fascinating pilgrimage heritage sites of Kathmandu, Nepal. As a part of the major place for Buddhist, Boudhanath which is also known as “boudha” has over 60 buddhist monasteries around the surrounding of that area. The buddhist monasteries has astonishing architecture and paintings all over the walls which resembles their history, legends, culture, life cycle. Boudha is very peaceful and inspiring place to be, each year thousands of tourists visits one of the most magnificent landmarks of Kathmandu which is ‘boudha’. It is well-known among tourist, where visitors can wander around looking for varieties of souvenirs, going to restaurants as boudha has several good restaurants, especially rooftop restaurants were visitors can see the giant pilgrim and observe the enlightenment that the atmospheres offer. 2.2 Survey about Tourism in Boudha As a part of the thesis, this study had been conducted by the author herself with small survey among 50 male and 50 females who were buyers of souvenir “Thangka” at one of the heritage site Boudhanath Stupa. The survey involved basic questions concerning their view upon the Tourism at boudha and the attitude and perception towards “Thangka” as souvenir among tourist in Boudha. It offers simple and straight insight of the participants.

The author has prepared a report based on the survey that had been provided to the participants. For the purposed of survey, the author used SPSS software to measure the data. Simple 13 questions were presented to circle the numbers from the following given scale to rate the agreement that describes b...