A research submitted in partial fulfillment of the requirements for the degree of Master of Science in Buiness Analytics and Digital Transformation

Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2024

This thesis examines the relationships between responsible brand leadership (RBL), consumer wisdom (CW), and brand evangelism (BE) within Nepal's tourism sector. It addresses the crucial need for sustainable tourism practices to preserve Nepal's cultural heritage and natural beauty. The study investigates how emotional connections between consumers and brands drive brand evangelism and influence sustainable travel behaviors, highlighting the role of consumer wisdom in making environmentally friendly decisions. Despite growing interest in the interplay between RBL, CW, and BE, a notable gap exists in literature, particularly within the tourism sector. This research fills this gap by examining the mediating role of consumer wisdom in the relationship between responsible brand leadership and brand evangelism. It aims to develop strategies that enhance brand loyalty and advocacy by fostering responsible brand connections and promoting consumer wisdom. Analyzing data from international and domestic tourists, the findings emphasize the importance of responsible leadership in enacting eco-friendly policies and engaging communities. Additionally, the research underscores consumer wisdom's potential to drive sustainable consumption behaviors and support sustainable travel demand. This thesis contributes to understanding how tourism businesses can balance economic growth with sustainable development, ensuring long-term resilience and societal well being. The insights provide valuable guidance for policymakers, tourism operators, and consumers in fostering a more sustainable and responsible tourism industry in Nepal.