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035			_a.b12432076
099			_aAIT RSPR no.SM-24-07
100	1		_aAdhikari, Ankit
245	1	4	_aThe impact of responsible brand leadership on brand evangelism in tourism : _bthe mediating role of consumer wisdom
260			_aPathum Thani : _bAsian Institute of Technology, _c2024
300			_a53 leaves : _bill. + _e1 online resource
490	1		_aResearch studies project report ; _vno. SM-24-07
500			_aA research submitted in partial fulfillment of the requirements for the degree of Master of Science in Buiness Analytics and Digital Transformation
502			_aResearch Studies Project Report (M. Sc.) - Asian Institute of Technology, 2024
520			_aThis 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.
650		0	_aTourism _zNepal
700	1		_aJunaid, Muhammad, _eChairperson
700	1		_aBadir, Yuosre F.M., _eExamination Committee
700	1		_aUllah, Hayat, _eExamination Committee
710	2		_aAIT Scholarship , _eScholarship Donor
810	2		_aAsian Institute of Technology. _tResearch studies project report ; _vno. SM-24-07
856	4	0	_3Full-Text _uhttp://203.159.5.9/ait-thesis/detail.php?q=B21091
907			_a.b12432076 _bmnait _ca
902			_a240814
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