Designing for Sustainable Rural Tourism in Lower Mustang, Nepal
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By Erle Drejer and Nora Kastellet
Spring 2023
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Lower Mustang is a rural and remote region in Nepal, characterized by several small mountain villages. The local economy primarily relies on agriculture, supplemented by tourism as a significant source of income. The area’s appeal to tourists lies in its distinct nature and culture. The culture shares many similarities with Tibetan traditions, and the Himalayan Mountain range surrounds the area. This combination attracts a broad spectre of tourists, where the majority are trekkers and pilgrims. However, most tourist activity evolves around three specific villages, leaving the remaining villages unvisited. Despite the residents’ wishes to attract tourists, they struggle to find an efficient way to do so. Concurrently, some tourists are interested in visiting these secluded villages to get unique and authentic experiences but are unaware of them because of a lack of information. The thesis objective is to attract tourists to the secluded villages in Lower Mustang in a manner that benefits both the local communities and the incoming tourists. We aim to do so in an economically and socially sustainable way by creating job opportunities and revenue for the local communities while preserving the local culture. Therefore, the project targets a specific group of adventure tourists seeking unique experiences in remote locations. The desirable outcome is, therefore, not to attract many tourists but rather to achieve a controlled and gradual increase in tourism. The thesis uses methods from service design and human-centered design. During the first part of the project, we built a theoretical fundament covering design methodology and other relevant subjects like branding, visitor experience design, and business model theory. We further conducted interviews, observations, a survey, and workshop exercises in Norway to supplement our theoretical knowledge with practical insights. However, the primary focus of the insight process entailed a 5-week field trip to Nepal. During the trip, we consulted with local villagers, tourists, and other tourism stakeholders in Lower Mustang. The field research involved interviews, observations, and concept testing. Through these activities, we aimed to develop a concept that draws tourists to the secluded villages without damaging the local culture and everyday life.
Full thesis: https://ntnuopen.ntnu.no/ntnu-xmlui/handle/11250/3089593
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