Thanga Paintaing Summerproject

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 Context Information 1
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 6
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
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 Survay
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 Methods
1.5.1 Research Design
This study was descriptive in nature. Quantitative approach was applied to meet
the objective of the study. 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 Technique
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.
1.5.6 Data Collection Tool
Attitude and Perception toward Souvenirs (Littrell et al. 1994)
The Items measuring criteria for souvenir purchases, were developed by Littrell et
al. (1994). Each Respondent were first presented with a definition for a souvenir and
were asked to rate the importance of 13 criteria when selecting souvenirs as they travel.
Each item had been rated on a 7-point Likert scale.
Of all the 13 statements (e.g.: the colors are appealing, the design is appealing, the
price is good value, etc.) had been rated on souvenirs as Thangka were used in assessing
respondents' attitude and perception toward souvenir.
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 t-
test 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 best on how important individual idea is to the
participants about the souvenirs (Thangka). This survey was led among 50 male and 50
female who were buyers of souvenir “Thangka” at boudhanath.
2.3 Respondent’s Profile
2.3.1: Respondent’s profile by age group of females:
Tables 2.3.1: Respondent’s profile by age group of females
Age Group Frequency Percentage Valid Cumulative

Percentage
Below 20 0 0 0
20-30 1 2 2
30-40 34 68 70
40-50 15 30 100
Above 50 0 0 100
Total 50 100
(Source: Field Survey, 2019)
Female age group of respondents
2%
30% Below 20
20-30
30-40
40-50
Above 50
68%
Figure no. 2.3.1: Female age group of respondents
The above given (Figure no. 4.2.1) states the data about the male age group
participated in the survey. As a result, in the group of 50 females, the majority of the
participants were from the 30-40 groups of age, includes 34 participants which shows
68%. The minority group of age was 20-30 which included 1 participant with 2%.
2.3.2: Respondent’s profile by age group of males
Table 2.3.2: Respondent’s profile by age group of males
Age Group Frequency Percentage Valid Cumulative

Percentage
Below 20 0 0 0
20-30 4 8 8
30-40 23 46 54
40-50 20 40 94
Above 50 3 6 100
Total 50 100
Male age group of respondents
6% 8%
Below 20
20-30
30-40
40-50
Above 50
40%
46%
Figure no. 2.3.2: Male age group of respondents
The above given (Figure no. 4.2.1) states the data about the female age group participated
in the survey. As a result, in the group of 50 males, the majority of the participants were
from the 30-40 groups of age, includes 23 participants which shows 46%. The minority
group of age was above 50 which included 3 participants with 6%.
2.3.3: Gender of respondent’s
Table 2.3.3: Respondent’s profile by their Gender:
Gender Frequency Percentage Valid Cumulative

Percentage
Male 50 50 100
Female 50 50 100
Total 100 100
Gender
Male
Female
50% 50%
Figure no. 2.3.3: Gender of respondent’s
The above pie chart presents the gender, the amount of male and female respondents who
were participated in fulfilling the survey. Out of 100 respondents, both male and female
were equally participated in the survey by 50%- 50%.
2.3.4: Respondent profile by their occupation:
Table 2.3.4: Respondent’s profile by their occupation
Occupation Frequency Percentage Valid Cumulative

Percentage
Student 8 8 8
Tourism 2 2 10
Own business 15 15 52
Self-employed 27 27 79
Service sector 48 48 127
Total 100 100
Occupation Group Distribution of Respondent's
Service sector
Self employed
Own business
Tourism
Students
0% 10% 20% 30% 40% 50% 60%
Occupation Group Distribution of Respondent's
Figure no. 2.3.4: Occupation group distribution of respondent’s
The above bar graph presets the respondent’s occupation on the provided survey. The
majority of the participants occupation is on service sector (teacher, doctor, hotelier) by
48% where, self-employee is by 27%, own business is by 15%, student is by 8% and the
tourism is by 2%.
Comparison of attitude and perception of souvenir “Thangka”.
2.4: The colors are appealing:
Table 2.4: Comparison on appealing colors of souvenir “Thangka”.
Subscale Sex Mean SD t df p-Value
M 6.12 0.63 8.63 98 0.095

Appealing
Colors
Non-
F 6.94 0.24 Significant
Source: Field Study,2019; *Significant at 0.05 level; Note: M= Male and F= Female:
Table 4.4 present the sex differences in attitude and perception of souvenir “Thangka”
regarding colors appealing, the means score for male was 6.12 and female was 6.94 with
SD of 0.63 and 0.24 respectively, t- score was 8.63 with degree of freedom (df) 98 and p-
Value .0001. Since p-Value > 0.05, there was no any significant difference between male
and female souvenir buyer in term colors appealing.
Appealing Colors
7.2
7 6.94
6.8
6.6
6.4
6.2 6.12
6
5.8
5.6
Male Female
Figure no. 2.4: Colors are appealing of souvenir “Thangka”.
The above bar diagram presents the mean score of males which is 6.12 and female 6.94.
2.5: The design is appealing
Table 2.5: Comparison on design is appealing of souvenir “Thangka”.
Design is M 5.8 0.78 6.81 98 0.129

appealing
Non-
Source: Field Study, 2019; *Significant at 0.05 level; Note: M= Male and F= Female
regarding design are appealing, the means score for male was 5.8 and female was 6.68
with SD of 0.78 and 0.47 respectively, t- score was 6.81 with degree of freedom (df) 98
and p-Value .0001. Since p-Value > 0.05, there was no any significant difference
between male and female souvenir buyer in term colors appealing.
Design is appealing
6.8 6.68
6.6
6.4
6.2
6 5.8
5.8
5.6
5.4
5.2
Male Female
Figure no. 2.5: Design is appealing of souvenir “Thangka”.
The above bar diagram presents the mean score of male which is 5.8 and female 6.68.
2.6: The price is good value
Table 2.6: Comparison on souvenir “Thangka” as good value of price.
Good M 6.22 0.91 4.08 98 0.216

value
Of price
Non-
regarding price is good value, the means score for male was 6.22 and female was 5.34
Good value of price

6.4 6.22
6.2
6
5.8
5.6
5.4 5.34
5.2
5
4.8
Male Female
Figure no. 2.6: Price is good value of souvenir “Thangka”.
2.7: The workmanship is of high quality
Table 2.7: Comparison on high quality of Souvenir “Thangka”.
High M 5.58 0.93 7.52 98 0.152

quality
Non-
Source: Field Study, 2019, *Significant at 0.05 level; Note: M= Male and F= Female.
regarding workmanship is of high quality, the means score for male was 5.58 and female
was 6.72 with SD of 0.93 and 0.54 respectively, t- score was 7.52 with degree of freedom
(df) 98 and p-Value .0001. Since p-Value > 0.05, there was no any significant difference
High quality
8
7 6.72
6 5.58
5
4
3
2
1
0
Male Female
Figure no. 2.7: High quality of souvenir “Thangka”.
2.8: The product is unique or one of a kind
Table 2.8: Comparison on product uniqueness of souvenir “Thangka”.
Product M 5.46 0.84 9.96 98 0.132

Uniqueness
Non-
Source: Field Study,2019; * Significant at 0.05 level; Note: M= Male and F= Female
regarding product uniqueness, the means score for male was 5.46 and female was 6.78
Product uniqueness
8
7 6.78
6 5.46
5
Male Female
Figure no. 2.8: Souvenir “Thangka” as a unique product.
2.9: It can be used or displayed in home or office
Table 2.9: Comparison on use or display of souvenir “Thangka” at home or office.
Subscale Sex Mean SD t Df p-Value
Use or display M 5.42 1.11 8.76 98 0.164

at home or
office
Non-
Source: Field Study, 2019; *Significant at 0.05 level; Note: M= Male and F= Female.
regarding use or displayed in home or office, the means score for male was 5.42 and
female was 6.98 with SD of 1.11 and 0.35 respectively, t- score was 8.76 with degree of
freedom (df) 98 and p-Value .0001. Since p-Value > 0.05, there was no any significant
difference between male and female souvenir buyer in term colors appealing.
Use or display at home or office

8
6.98
7
6 5.42
5
4
3
2
1
0
Male Female
Figure no. 2.9: Use or display souvenir “Thangka” at home or office.

2.10: It makes a good gift
Table 2.10: Comparison on souvenir “Thangka” as a good gift.
Subscale Sex Mean SD T df p-Value
Good M 5.54 1.13 8.27 98 0.167

gift
Non-
regarding souvenir as a good gift, the means score for male was 5.54 and female was 6.92
Good gift
8 6.92
7
6 5.54
5
4
3
2
1
0
Male Female
Figure no. 2.10: Souvenir “Thangka” as a good gift.
2.11: It is easy to pack or carry with me on the trip

Table 2.11: Comparison on easy to pack or carry souvenir “Thangka” on the trip.
Easy to pack or M 3.14 1.40 3.82 98 0.298

carry on the
trip
Non-
F 2 1.58 Significant
regarding easy to pack or carry on the trip, the means score for male was 3.14 and female
was 2 with SD of 1.40 and 1.58 respectively, t- score was 3.82 with degree of freedom
(df) 98 and p-Value .0001. Since p-Value > 0.05, there was no any significant difference
Easy to pack or carry on the trip

3.5 3.14
3
2.5 2
2
1.5
1
0.5
0
Male Female
Figure no. 2.11: Easy to pack or carry souvenir “Thangka” on the trip.
The above bar diagram presents the mean score of male which is 3.14 and female 2.
2.12: It is easy to care for or clean
Table 2.12: Comparison on easy to care or clean a souvenir “Thangka”.
Easy to care M 1.62 0.85 2.49 98 0.224

or clean
Non-
regarding easy to care for or clean, the means score for male was 1.62 and female was
2.18 with SD of 0.85 and 1.34 respectively, t- score was 2.49 with degree of freedom (df)
98 and p-Value .0001. Since p-Value > 0.05, there was no any significant difference
Easy to care or clean

2.5 2.18
2
1.62
1.5
1
0.5
0
Male Female
Figure no. 2.12: Easy to care or clean a souvenir “Thangka”.
2.13: It is a clever idea
Table 2.13: Comparison on souvenir “Thangka” as a clever idea.
Clever M 4.86 0.90 10.69 98 0.170

idea
Non-
regarding clever idea, the means score for male was 4.86 and female was 6.68 with SD of
0.90 and 0.79 respectively, t- score was 10.69 with degree of freedom (df) 98 and p-
Clever idea
8
7 6.68
6 4.86
5
4
3
2
1
0
Male Female
Figure no. 2.13: Souvenir “Thangka” as a clever idea.
2.14: It has a name or design related to the theme of the place I am visiting
Table 2.14: Comparison on name or design related to the theme of the place of souvenir
“Thangka”.

Name or
design related
to the theme of M 5.9 0.81 6.03 98 0.132
the place.
Non-
regarding name or design related to the theme of the place, the means score for male was
5.9 and female was 6.7 with SD of 0.81 and 0.46 respectively, t- score was 6.03 with
degree of freedom (df) 98 and p-Value .0001. Since p-Value > 0.05, there was no any
significant difference between male and female souvenir buyer in term colors appealing.
Name or design related to the theme of the

place
6.8 6.7
6.6
6.4
6.2
6 5.9
5.8
5.6
5.4
Male Female
Figure no. 2.14: Name or design related to the theme of the place of souvenir
“Thangka”.
2.15: It is creative
Table 2.15: Comparison on creativeness of souvenir “Thangka”.
Creativeness M 5.28 0.86 9.55 98 0.142

Non-
regarding creativeness, the means score for male was 5.28 and female was 6.64 with SD
of 0.86 and 0.53 respectively, t- score was 9.55 with degree of freedom (df) 98 and p-
Creativeness
7 6.64
6 5.28
5
4
3
2
1
0
Male Female
Figure no. 2.15: Creativeness of souvenir “Thangka”.
The above bar diagram presents the score of male and female which is 5.28 and 6.64.
2.16: It was made by a well-known craftsperson or company from the area
Table 2.16: Comparison on consciousness about the company or craftmanship of

souvenir “Thangka”.
Consciousness
about the 10.68 98 0.174
company or M 4.92 1.10
craftmanship
Non-
regarding consciousness about the company or craftmanship, the means score for male
was 4.92 and female was 6.78 with SD of 1.10 and 0.55 respectively, t- score was 10.68
with degree of freedom (df) 98 and p-Value .0001. Since p-Value > 0.05, there was no
any significant difference between male and female souvenir buyer in term colors
appealing.
Consciousness about the company or
craftmanship
8
6.78
7
6 4.92
5
4
3
2
1
0
Male Female
Figure no. 2.16: Consciousness about the company or craftmanship of souvenir

“Thangka”.
The above the bar diagram presents the score of male and female which is 4.92 and 6.78.
2.17 Findings and discussion
The survey was conducted with the interaction with the various buyers about their
attitude and perception towards souvenir “Thangka”. The result was relevant towards the
questionnaires planned accordingly. Some points are mention below:
 Among, 50 female participants, the majority of the participants were from the 30-
40 group age, which shows 68% which includes 34 participants. Finally, the age
groups of 40-50 included 15 participants and 20-30 age group included 1
participant.
 Among, 50 male participants, the majority of the participants were from the 30-40
group age, which shows 46% which includes 23 participants. Finally, the age
group of 20-30 included 4 participants, 40-50 age group included 20 participants
and lastly above 50 age group included 3 participants.
 Among 100 participants, both male and female participants were of equal Gender,
50% were male and 50% were female.
 The participants maximum responds on occupation was on service sector with the
percentage of 48% including 48 participants where as 8% respondents are
students, 2% respondents are from tourism, 15% respondents are from own
business, 27% respondents are self-employed. The data is presented in the table.
 The sex differences in attitude and perception of souvenir “Thangka” regarding
colors appealing, the means score for male was 6.12 and female was 6.94 with SD
of 0.63 and 0.24 respectively, t- score was 8.63 with degree of freedom (df) 98
design are appealing, the means score for male was 5.8 and female was 6.68 with
SD of 0.78 and 0.47 respectively, t- score was 6.81 with degree of freedom (df)
98 and p-Value .0001. Since p-Value > 0.05, there was no any significant

price is good value, the means score for male was 6.22 and female was 5.34 with
workmanship is of high quality, the means score for male was 5.58 and female
was 6.72 with SD of 0.93 and 0.54 respectively, t- score was 7.52 with degree of
freedom (df) 98 and p-Value .0001. Since p-Value > 0.05, there was no any
significant difference between male and female souvenir buyer in term colors
appealing.
product uniqueness, the means score for male was 5.46 and female was 6.78 with
use or displayed in home or office, the means score for male was 5.42 and female
was 6.98 with SD of 1.11 and 0.35 respectively, t- score was 8.76 with degree of
appealing.
souvenir as a good gift, the means score for male was 5.54 and female was 6.92
with SD of 1.13 and 0.34 respectively, t- score was 8.27 with degree of freedom
(df) 98 and p-Value .0001. Since p-Value > 0.05, there was no any significant
easy to pack or carry on the trip, the means score for male was 3.14 and female
was 2 with SD of 1.40 and 1.58 respectively, t- score was 3.82 with degree of
appealing.
easy to care for or clean, the means score for male was 1.62 and female was 2.18
with SD of 0.85 and 1.34 respectively, t- score was 2.49 with degree of freedom
(df) 98 and p-Value .0001. Since p-Value > 0.05, there was no any significant
clever idea, the means score for male was 4.86 and female was 6.68 with SD of
0.90 and 0.79 respectively, t- score was 10.69 with degree of freedom (df) 98 and
p-Value .0001. Since p-Value > 0.05, there was no any significant difference
name or design related to the theme of the place, the means score for male was 5.9
and female was 6.7 with SD of 0.81 and 0.46 respectively, t- score was 6.03 with
degree of freedom (df) 98 and p-Value .0001. Since p-Value > 0.05, there was no
any significant difference between male and female souvenir buyer in term colors
appealing.
creativeness, the means score for male was 5.28 and female was 6.64 with SD of
0.86 and 0.53 respectively, t- score was 9.55 with degree of freedom (df) 98 and
p-Value .0001. Since p-Value > 0.05, there was no any significant difference
consciousness about the company or craftmanship, the means score for male was
4.92 and female was 6.78 with SD of 1.10 and 0.55 respectively, t- score was
10.68 with degree of freedom (df) 98 and p-Value .0001. Since p-Value > 0.05,
there was no any significant difference between male and female souvenir buyer
in term colors appealing.
CHAPTER: III
CONCLUSION AND ACTION IMPLICATIONS
3.1 Conclusion
Nepal is a fascinating country which is rich in culture and tradition. Nepal offers unique
pieces of reminders like arts and crafts, when a visitor comes to Nepal and buy some
souvenirs, that souvenir will be a symbol of Nepal for the rest of their life. Most of the
people is, in a one way or another, a gatherer of souvenirs. The souvenirs are for the
reminder of special moments and events, and a souvenir assists as such a reminder:
indeed, the word itself means “to remember”. Tourist purchase decision, especially on
souvenirs, is deeply prejudiced by the opinions of family, friends, and closest people to
the tourists, tourists generally purchase souvenirs to give or take to the closest people, so
their opinion of the products they dear – are very influential. When a person wants to buy
something it clearly depends upon his/her “attitude and perception” towards the souvenir
whether he/she is going to buy it or not. Added by Kim (1997) that the uniqueness of
products purchased when traveling including new products, products produced by
craftsmen who are well known, unique, and certainly related to the places visited. Unique
products which are not available at other places, becomes one of the reasons to buy a
souvenir. The key purpose of this research is to study the attitude and perception of
tourists to purchase souvenirs like thangka between male and female. As, souvenir
purchasing has a great influence on people attitude and perception. This study analysis
indicated effect to attitude and perception on purchasing intention. The result from
analyzing attitude and perception towards ‘thangka’ souvenir among tourist in boudha
were not much significantly different among male and female. As both male and female
had positive attitude and perception towards souvenir ‘Thangka’. So, the study has taken
the attitude and perception toward souvenir ‘Thangka’ among tourist in boudha, which
also examines and enhances the potential product souvenir “Thangka” of Nepal.
3.2 Action Implications
Based on the conclusion of the study, some recommendation for further research on
attitude and perception toward “Thangka” souvenir among tourist are offered below:
i. This study was conducted at boudha only, which may not be generalized to other
tourist site. So, the further could be conducted in other tourist sites like patan,
baktapur, swayambhunath and many more.
ii. Present study was based on quantitative measure so the further study can be done
qualitative measures that may measure the attitude and perception qualitatively.
iii. In the present study, only 50 male and 50 female participants were recruited
which may not be representative of souvenir buyers, so the further study should
be done with more than 50 male and 50 female which may generalize better
understanding.
iv. This research should be further conducted with the supplementary aspect such as
thangka preference questioner or thangka cost questioners.
v. This study can be conducted as to analyze the role of ‘Thangka’ for promotion of
religious tourism.
vi. In this present study, only “Thangka” was focused as a souvenir item, so the
further study can be done on perception and attitude of different souvenir items
such as Khukuri, Pashmina, Cloths, Status, Handmade crafts, Foods and many
more.
REFERENCES
Anderson, L. F. (1993) "Iowa women as tourists and consumers of souvenirs ".

Retrospective Theses and Dissertations. 10210. http://lib.dr.iastate.edu/rtd/10210
Anderson, L. F. & Littrell, M. A. (1995) “Souvenir-purchase Behavior of Women
Tourists”. Annals of Tourism Research, Vol. 22, Issue 2, 1995, pp. 328-358.
Bentor, Y. (2002), “Tibetan Tourist Thangka in the Kathmandu Valley” Annals of

Tourist Research, Volume 20, issue 1.
Crompton, J. L. (1979). “Motivations of pleasure vacation. Annals of Tourism Research”.

6(4), 408-424.
DeHart, J. (2016), “Thangka: Painting the Roadmap to Enlightenment”- Asia Life,

https://thediplomat.com/2016/04/thangka-painting-the-roadmap-to-enlightnment/
Gordon, B. (1986). “The Souvenir: Messenger of the Extraordinary”

https://doi.org/10.1111/j.0022-3840.1986.2003_135.x
Kim, S. (1997). "International tourists' souvenir purchasing behavior "(1997).

Retrospective Theses and Dissertations. 12220. http://lib.dr.iastate.edu/rtd/12220
Swain, M. B. (1995) “Gender in Tourism”. Annals of Tourism Research, Vol. 22, Issue 2,
pp. 247-266.
Tosun, C., Temizkan, S. P., Timothy, D. J., & Fyall, A. (2007). “Tourist shopping
experiences and satisfaction”. International Journal of Tourism Research, 9(2): 87-
102.
Wilkin, H. (2009). “Souvenirs: What and Why We Buy”

https://www.researchgate.net/publication/249701268 : 2
Nepal Tourism Board, “World Heritage Site”, Article. http://www.welcomenepal.com
Naisbitt, Sharpley, (1994). “Census Bureau” Statistical Abstract of the United States
U.S. Department of Commerce.
Lunyal, J. AK (2008). “Why Tourist Purchase Souvenirs?”
APPENDIX
QUESTIONNAIRE
Dear Respondents,
I am Ravi Gautam BBA student of Tribhuvan University. I am conducting a survey on

the topic “TOURISM IN BOUDHA” AN ANALYSIS OF ATTITUDE AND
PERCEPTION TOWARDS“THANGKA” AS SOUVENIR AMONG TOURIST IN
BOUDHA” as a summer project. This questionnaire is the part of academic study. I
request you to help me by filling these questions. All the information provided will be
kept strictly confidential.
Thank you
Name:
Age:
Country:
Occupation:
Sex: Male Female
Attitude and Perception of Souvenir (Thangka)
This research is conducted to study the attitude and perception of souvenirs (Thangka).
By souvenir we mean items that define, identify, and reminds you the time and
experience that you had gained while travelling. Please circle the numbers from the
following given scale to rate your agreement that describes best on how important
individual idea is to you about the souvenirs (Thangka).
1 2 3 4 5 6 7
Strongly Disagree Slightly Have No Slightly Agree Strong
Disagree Disagree Opinion Agree Agree
1.The colors are appealing.
1 2 3 4 5 6 7
2. The design is appealing.
1 2 3 4 5 6 7
3. The price is good value.
1 2 3 4 5 6 7
4. The workmanship is of high quality.
1 2 3 4 5 6 7
5. The product is unique or one of a kind.
1 2 3 4 5 6 7
6. It can be used or displayed in my home or office.
1 2 3 4 5 6 7
7. It makes a good gift.
1 2 3 4 5 6 7
8. It is easy to pack or carry with me on the trip.

1 2 3 4 5 6 7
9. It is easy to care for or dean.
1 2 3 4 5 6 7
10. It is creative.
1 2 3 4 5 6 7
11. It has a name or design related to the theme of the place I am visiting.
1 2 3 4 5 6 7
12. It is new, innovative.
1 2 3 4 5 6 7
13. It was made by a well-known craftsperson or company from the area.
1 2 3 4 5 6 7

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ATTITUDE AND PERCEPTION TOWARDS

“THANGKA” AS SOUVENIR AMONG TOURIST IN BOUDHA

TU Reg No: 7-2-0025-0567-2015

Exam roll number: 17857/16

A Summer Project Proposal Submitted to

Faculty of Management, Tribhuvan University

This summer project entitled “Tourism in Boudha” An analysis of Attitude and

Assoc. Prof. Dr. Prakash Neupane

BBA Research Committee

Signature of the Supervisor

Name: Dr. Suman Kumar Regmi

Date: Teacher Faculty Member

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

LETTER FROM SUPERVISOR iii

LIST OF FIGURE vii

1.1 Context Information 1

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

1.5.4 Sampling Method 5

1.5.5 Data Collection Tool 6

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

3.2 Action Implication

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 2.13: Comparison on easy to care or clean of souvenir “Thangka”.

Table 2.14: Comparison on souvenir “Thangka” as a clever ides.

Table 2.16: Comparison on creativeness of souvenir “Thangka”.

Table 2.17: Comparison on consciousness about the company or craftsmanship of

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. 2.13: Easy to care or clean a souvenir “Thangka”.

Figure no. 2.14: Souvenir “Thangka” as a clever idea.

Figure no. 2.16: Creativeness of souvenir “Thangka”.

Figure no. 2.17: Consciousness about the company or craftsmanship of souvenir