PhD dissertation on

Development of tourism industry in Bangladesh:

Issues and Strategies

________________________________________________
Md. Anisur Rahaman
Registration No. 133; Session: July, 2008-2009

Department of Marketing
University of Dhaka
______________________________________________

A thesis submitted in partial fulfillment of the requirements of University of

Dhaka for the degree of Doctor of Philosophy in Tourism

CERTIFICATE OF THE SUPERVISOR

This is to certify that the thesis entitled Development of Tourism Industry in

Bangladesh: Issues and Strategies submitted by Md. Anisur Rahaman for the
award of the degree of Doctor of Philosophy is a record of original research work
carried out by him under my supervision and guidance in the Department of
Marketing, University of Dhaka. Md. Anisur Rahaman has worked sincerely for
preparing his thesis and the thesis is, in my opinion, worthy of consideration for the
award of Doctor of Philosophy in Tourism (Marketing) in accordance with the rules
and regulations of this university. I believe that this research work is a unique one and
has not been submitted elsewhere for the award of any degree or diploma.

----------------------------(Professor Dr. Md. Ashraful Islam Chowdhury)

Department of Marketing
University of Dhaka

ii

DECLARATION

I declare that Development of tourism industry in Bangladesh: Issues and

Strategies is my own work, that all the sources used or quoted
have been indicated and acknowledged by means of complete
references and that this research paper was not previously
submitted by me for any other purpose.

--------------------------Md. Anisur Rahaman

Registration No. 133
Session: July, 2008-2009

Department of Marketing
University Of Dhaka

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ACKNOWLEDGEMENTS

All praises go to Allah, The Almighty and The Most Merciful, who allowed me to
endeavor this search for knowledge and has enabled me to complete this dissertation
successfully. It also provides me an opportunity to acknowledge them all whose kind
guidance, voluntary assistance, immense inspiration and good wishes made my way
to the finishing touch.
I am highly indebted to my supervisor Professor Dr. Ashraful Islam Chowdhury who
undertook to act as my supervisor despite his many other academic and professional
commitments. His kind attention, critical reviews, wise advice and scholarly
supervision has contributed most in enrichment and completion of this research study
timely and in a befitting manner.
I would like to express my sincere gratitude to the following persons who supported
this research endeavor: Professor Badiuzzaman , Dean, Faculty of Business
Administration and Management, PSTU for his whole-hearted support, Md.Hasan
Uddin Assistant Professor, Department of Finance, PSTU and Md. Muzahidiul Islam,
Assistant Professor, Department of Management, PSTU for sharing their views on
safety and security issues of tourist; Mr. Khokon Hossain, Assistant Professor,
Patuakhali Science and Technology University for assisting me in my fieldwork in
Kuakata; the surveyed tourists, tour operators, hotel owners during the survey at
Shundarbans, Kuakata, Coxs Bazar and St. Martin.
My sincere gratitude to my parents for their all-out effort, my wife and son for the
benefit of their loving inspiration, patience and quiet encouragement to me during the
whole period of writing this dissertation. Indeed, they allowed me the most desired
environment that made easier for me to complete this work.
I would express my sincere thanks to my brothers and friends who experienced all the
ups and downs of my research and always were beside me in time of need. Last but
not the least, the rest remained unacknowledged by names, I can only plead in
extenuation, in Keatsian vein:
Uttered names are sweet
But those unuttered are sweeter.

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Abstract

Bangladesh is one of the countries of South Asia and located in North-Eastern part of
this region. If Bangladesh is known at all in the world of tourism, it is essentially
because of the worlds longest unbroken, clean sandy beach at Coxs bazaar, the
largest mangrove forest of the world-the home of the majestic Royal Bengal Tiger and
spotted deer at Sundarban and the hospitable and open hearted people of Bangladesh.
This is a country where genuine adventure is not just a possibility but a certainty.
Lonely Planet ranked Bangladesh as the best value destination for the year 20111 2. As
a destination for tourism, Bangladesh is truly hard to beat. Yet the most notable
feature of the countrys topography is the diversity of its landscape; it is characterized
by wooded marshy lands and jungles with deep forest regions in sylhet, Rangamati,
Khagrachhari and Bandarban hill districts, Sundarbans ( the World Heritage site),
Mymensingh and Tangail; rare beauty spot of sunrise and sunset in fascinating
kuakata; the oldest archeological site in Mahasthangarh; the unseen relics of long
forgotten Buddhist kingdoms, lush and lurid tea plantations; tribal groups with
Burmese faces; glorious beaches that stretch for eternity; fresh water dolphins and
deep water whales and many other delightful beauties of cultural and historical
heritage. These treasures are relatively unknown in the world and are rich resources
for the development of tourism in Bangladesh. But time has not yet past over. Still
there are lots of scopes and opportunities if Bangladesh attempts to highlight it as a
tourist destination to the potential tourists properly through implementation of some
strategies like taking an effective promotional measure, can take some initiatives to
develop some infrastructural facilities, facilitate easy access to different destination,
building better image of Bangladesh and ensuring safety and security of tourists, the
country would be able to earn many times higher than the present by attracting more
tourists within a short time. But unfortunately, this sector has remained almost in the
dark and failed to draw proper attention to the government and the policy makers.
Against this back drop, research needs to explore the facts related to the sector for its
ongoing development in terms of developing various sectors of the tourism industry.
Hence a study on this area is essential to uncover the relevant facts. The main
objective of this study is to examine the various issues towards tourism development
of Bangladesh and take an attempt to establish overall directions for tourism
development and suggest effective tourism strategies and policies to alleviate the
problems resulting from previous unplanned tourism development. With this motto
the research has been conducted which was both qualitative and quantitative in nature.
Research data were collected from the tourists, local government officials, police
officers, local community, owners / top executives from the hotels and tour operators
in each study area of Cozs Bazar, St. Martin, Sundarban and Kuakata. The
respondents were randomly selected to complete the questionnaire at the time of their
visit in the study area. The responses were analyzed using the Statistical Package of
1
2

Lonely Planet (2010), Lonely Planet's Best in Travel 2011. ISBN 978-1-74220-090-3.
Lonely Planet (2010), Top 10 best value destinations for 2011. ISBN 978-1-74220-090-3.

Social Science (SPSS) and computer programme. This software helped to organize
the data into tables, charts and graphs and also perform statistical calculations that
were pertinent to the data analysis process. The research findings identify that there
are some gap between expectation and experience regarding some issues like current
tourism performance by tourism stakeholders, promotional measures undertaken by
tourism stakeholders, destination image building, enhancing tourist satisfaction and
safety and security issues of tourists which hinder the development of tourism
industry in Bangladesh. As a result, policy implications emerging from the results
presented in this thesis are discussed and future strategies are suggested.
Key words: Tourism, Image, Tourists satisfaction, Tourism Stakeholder,

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TABLE OF CONTENTS
PAGE
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CERTIFICATE OF THE SUPERVISOR

DECLARATION
ACKNOWLEDGEMENTS
ABSTRACT
CONTENTS
LIST OF TABLES
LIST OF FIGURES
CHAPTER
1.

PAGE

Background and definition of the study

1.1 Introduction
1.2 Justification of the study
1.3 Problem statement of the study
1.4 Objective of the study
1.5 Hypothesises of the study
1.6 Scope of the study
1.7 Significance of the study
1.8 Outline of the study
1.9 Definition of terms
1.10 Abbreviations
1.11 Reference Techniques
1.12 Conclusion
Literature review and conceptual development
2.1 Introduction
2.2 Tourism Development
2.2.1 The Nature of Development
2.2.2 Approaches to development
2.2 .2 1 Laissez- faire approach
2.2 .2 2 The Diffusionist paradigm
2.2 .2 3 The Dependency theory of development
2.2 .2 4 The sustainable development approach
2.2.3 Implementation of development approaches
2.2.3.1 Capital versus labor-intensive development
2.2.3.1.1 Some arguments in favor of capitalintensive methods
2.2.3.1.2 Some arguments in favor of labor
intensive methods
2.2.3.2 Exogenous versus endogenous development
2.2.3.3 Large versus small scale development
2.2.3.4 Mass versus alternative development
2.2.4 Conclusion
2.3 Literature review on national and international study
2.4 Conclusion

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Research Methodology
3.1 Introduction
3.2 Factors affecting the research design
3.2.1 Tourism stakeholder
3.2.1.1 Owners/managers
3.2.1.2 Tourists
3.2.1.3 Government official
3.2.2 The qualitative or quantitative debate
3.2.3 The pure or applied debate
3.3 The research process
3.3.1 Formulation of research problem
3.3.2
Review of related research
3.3.3
Developing the research objectives and hypothesis
3.3.4
Research design
3.2.4.1 Exploratory research design
3.2.4.2 Descriptive design
3.2.4.3 Causal or explanatory
3.2.4.4 Evaluative research design
3.3.5
Selection of data collection techniques
3.3.6
Selection of subjects
3.3.7
The population and sampling frame
3.3.8
The questionnaire
3.3.9
The pilot study
3.3.10 The layout of the questionnaire
3.3.11 Data processing and analyzing procedure
3.3.12 Statistical techniques used in the study
3.3.12.1 Importance performance Analysis
3.3.12.2 The Chi- Square test
3.3.12.3 Paired t test:
3.3.13 Limitations and issues of validity and reliability
3.3.13.1 Validity
3.3.13.2 Reliability
3.4 Conclusion

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Current performance of tourism industry in Bangladesh

4.1 Tourist products and Services
4.1.1 Accommodation
4.1.2 Tourism Products
4.1.2.1 Natural Beauty Tourism Products of Bangladesh
4.1.2.2 Adventure Tourism Products of Bangladesh
4.1.2.3 Eco Tourism Products of Bangladesh
4.1.2.4 Mountain Tourism products of Bangladesh
4.1.2.5 Riverine Tourism Products of Bangladesh
4.1.2.6 Historical and Heritage tourism Products of
Bangladesh
4.1.2.7 Spiritual Tourism Products of Bangladesh
4.1.2.8 Cultural Tourism Products of Bangladesh
4.1.2.9 Archaeological Tourism products of Bangladesh
4.1.2.0 Fair and Festival Tourism Products of
Bangladesh

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4.2

4.3.

4.4

4.1.2.1 Sports Tourism Products of Bangladesh

4.1.3 Inbound Tour Operators and Group Handlers
4.1.4 Travel Agency services
4.1.5 Tourism information center
Access and Infrastructure
4.2.1 Air Access
4.2.2 Road Transport
4.2.3 Railway Transport
4.2.4 Water Transport
4.2.5 Borders and Border Crossings
4.2.5.1 Akhaura
4.2.5.2 Benapole
4.2.5.3 Burimari
4.2.5.4 Godagari
4.2.5.5 Hili
4.2.5.6 Tamabil
4.2.6 Other Infrastructure
4.2.6.1 Electricity
4.2.6.2 Water Supply systems
4.2.6.3 Bangladesh Postal Department
4.2.6.4 Bangladesh Telecommunication Regulatory
Commission (BTRC)
4.2.6.5 Information and Communication Technology
(ICT)
4.2.7 Visa Regime
4.2.7.1 Visa on Arrival
4.2.7.2 Passport and Visa Requirement
Environmental Impacts
4.3.1 Current Pressures on Natural Heritage Sites
4.3.1.1 Natural resources
4.3.1.2 Pollution
4.3.1.3 Aesthetic Landscape Pollution
4.3.1.4 Physical Impact
4.3.2 Status of Natural Heritage Sites
4.3.3 Main Factors Leading to Nature Degradation
4.3.4. Conclusion
Markets and Marketing
4.4.1. Markets
4.4.1.1 Purpose of visit
4.4.1.2 Seasonality
4.4.1.3 Arrivals and Overnights
4.4.1.4 International tourism, receipts (current US$)
4.4.1.4 Market Share analysis of SAARC countries
(Based on Arrival 2010)
4.4.1.5 Analysis of happy planet index (HPI)
4.4.2 Marketing
4.4.2.1. Role of the National Tourism organization for
Promotion and Support of Tourism
4.4.2.1.1 Marketing activities
4.4.2.1.2 Promotional activities
4.4.2.1.3 Tour operator activities

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4.5

4.6
4.7

4.4.2.1.4 Duty Free Shop

Economic Impact and Investment Climate
4.5.1 Economic Impact
4.5.1.1 Contribution to Gross Domestic Product (GDP
4.5.1.1.1 Direct contribution to GDP
4.5.1.1.2 Total contribution to GDP
4.5.1.2 Contribution to Foreign Exchange Flows
4.5.1.3 Contribution to Employment
4.5.1.3.1 Direct contribution to employment
4.5.1.3.2 Total contribution to employment
4.5.1.4 Contribution to Balance of Payments
4.5.1.5 Multiplier Effect of Tourism
4.5.2 Investment Climate
4.5.2.1 Investment policy of Bangladesh
4.5.2.2 Step by step Procedure of investment in
Bangladesh
Investment
Opportunities
in
4.5.2.3 Tourism
Bangladesh
4.5.2.3.1 Registration Authority
4.5.2.3.2 Opportunities in investment
4.5.2.4 Tourism Investment Statistics in Bangladesh
4.5.2.5 Barriers to Investment
4.5.2.5.1 Infrastructure Weakness
4.5.2.5.2 Institutional Problems
4.5.2.5.3 Lack of good Governance
Human Resource Development
Tourism Organization and Management
4.7.1 Role of the Government in Tourism
4.7.2 Ministry of Civil Aviation and Tourism
4.7.2.1 Mission Statement
4.7.2.2 Major Functions
4.7.2.3 Medium Term Strategic Objectives and
Activities
4.7.2.4 Priority Spending Areas/Programmes
4.7.3 Bangladesh national Tourism Organization
4.7.3.1 Objectives of National Tourism Organization
(NTO)
4.7.3.2 Functions of National Tourism Organization
(NTO)
4.7.3.3 Recent Achievements
4.7.3.4 Activities, Output Indicators and Targets
4.7.3.5 Medium Term Expenditure Estimates by
Operational Unit, Programmes and Projects
4.7.4 Bangladesh Tourism Board
4.7.4.1. Governing Body of Bangladesh Tourism Board
4.7.4.2 Functions and responsibility of Bangladesh
Tourism Board
4.7.4.3 Recent Achievements
4.7.4.4 Activities, Output Indicators and Targets
4.7.4.5 Medium Term Expenditure Estimates by
Operational Unit, Programmes and Projects
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Physical setting of the study area

5.1 Introduction
5.2 Coxs Bazar
5.2.1 Transportation of the study area Coxs Bazar
5.2.2 Weather and Climate of the study area Coxs Bazar
5.3 St.Martins Island
5.3.1 Transportation of the study area St.Martins Island
5.3.2 Weather and Climate of the study area St.Martins Island
5.4 Sundarban
5.4.1 Transportation of the study area Sundarban
5.4.2 Weather and Climate of the study area Sundarban
5.4.3 Authorities and the Safety Factors of the study area
Sundarban
5.5 Kukata
5.5.1 Transportation of the study area Kukata
5.5.2 Weather and Climate of the study area Kuakata
5.6 Conclusion

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Diagnostic Analysis of Contemporary Macro Environment Trends in

Bangladesh: Illusions for Tourism Entrepreneurs
6.1 Introduction
6.2 Restatement the objectives of the study
6.3 Findings of the study
6.3.1 Changing demographic trends
6.3.2 Changing in age structure
6.3.3 More remaining singles
6.3.4 Decrease in household size
6.4 Changing Economic and Social Status
6.4.1 Growth in household income
6.4.2 Increase size of labor size
6.4.3 Rising economic status of women
6.4.4 Higher educational attainment
6.5 Changing Psychographic Trends
6.5.1 Family orientation
6.5.2 Religious inclination
6.5.3 Prioritization of education
6.5.4 Growing interest in outdoor adventure
6.6 Conclusion

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An empirical study on exploration of tourist spots in Bangladesh

7.1 Introduction
7.2 Findings of the Study
7.2.1 Tourist spots by Type
7.2.3 Tourist spot by division
7.2.3.1 Barisal Division
7.2.3.2 Chittagong division
7.2.3.3 Dhaka Division
7.2.3.4 Khulna Division
7.2.3.5 Rajshi Division
7.2.3.6 Rangpur Division

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7.2.3.7 Sylhet division

Forest-based
Tourism in Bangladesh
7.2.4
7.2.5 Manmade tourist spots
7.2.6 Tourist spot by Food /Food Tourism
Concluding comments

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SWOT analysis of tourism industry of Bangladesh

8.1 8.1 Introduction
8.2
Findings of the study
8.2.1
Strengths
8.2.2
Weakness
8.2.3
Opportunities
8.2.4
Threats
8.3
Conclusion

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Focusing on promotional activities in developing tourism industry of

Bangladesh: The case on Chittagong Travel Mart 2013
9.1 Introduction
9.2 Respondents
9.3 Restatement of Objective and Hypothesis
9.4 Demographic characteristics of the respondent
9.4.1 Type of the organization
9.4.2 Year of establishment
9.4.3. Ownership of the organization
9.4.4. Designation of the respondent
9.5 Findings of promotional activities undertaken by different tourism
stakeholders of Bangladesh
9.5.1 Advertising
9.5.2 Public relation
9.5.3 Sales promotion
9.5.4 Personal selling
9.5.5 Direct Marketing
9.5.6 Online social network
9.6 Findings on methods of determining promotion budget
9.7 Findings on the amount spent on different promotional tools
9.8 Conclusion

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An empirical study on tourist satisfaction on tourism products and

services for development of tourism industry of Bangladesh
10.1 Introduction
10.2 Respondents
10.3 Restatement of Objective and Hypothesis
10.4 Demographic characteristics of the respondent
10.5 Findings of tourists satisfaction level towards tourism products
and service of Bangladesh: The case of Coxs Bazar, St.Martin,
Sundarban and Kuakata
10.5.1 Accessibility
10.5.1.1 Quality of public transport
10.5.1.2 Local tourism transportation efficiency/quality
10.5.1.3 Overall cleanliness of the streets and public

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places
10.5.1.4 Touring the city or easiness to get around
10.5.1.5 Display Tourist maps & information boards
10.5.2 Accommodation and Restaurant
10.5.2.1 Comfort and cleaning of the hotel
10.5.2.2 Hotels bathrooms and toilets
10.5.2.3 The friendliness and competence of hotels
manager, staff, security staff, personnel etc.
10.5.2.4 The quality and variety of restaurants
10.5.2.5 Quality of food and beverage of the restaurants
10.5.3 Entertainment Facilities
10.5.3.1 Availability of shopping facilities
10.5.3.2 Water based activities (e.g. swimming, surfing,
boating, fishing
10.5.3.3 Comfort and cleanliness of beaches or sea
10.5.3.4 Special events/festivals
10.5.3.5 Availability of music club, theatre hall,
Cinema hall
10.5.4 Quality of Life
10.5.4.1 Traveled around the destination
10.5.4.2 Walked alone after dark
10.5.4.3 Feeling of personal safety and security
10.5.4.4 Feeling about night life
10.5.4.5 Availability of public toilet and cleanness
10.5.5 Tourism Services
10.5.5.1 Availability of tourism information center
10.5.5.2 Availability of tourism signals
10.5.5.3 Availability of daily tour services
10.5.5.4 Availability of health services and facilities
10.5.5.5 Cooperation of tourist police
10.6 Result of Hypotheses Testing
10.7 Conclusion
11

Focusing on image issues of tourism products and services for

developing tourism industry of Bangladesh
11.1 Introduction
11.2 Respondents
11.3 Restatement of Objective and Hypothesis
11.4 Demographic characteristics of the respondent
11.5 Findings of image of tourism products and service of Bangladesh:
The case of Coxs Bazar, St.Martin, Sundarban and Kuakata
11.5. 1 Importance -performance analysis
11.5.1.1 Coxs bazaar
11.5.1.2 ST. Martin
11.5.1.3 Sundarban
11.5.1.4 Kuakata
11.5.2 Paired T-Test Analysis
11.6 Conclusion

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An empirical study on focusing on safety and security issues of

tourists in developing tourism industry of Bangladesh
12.1 Introduction
12.2 Restatement of Objectives and Hypotheses
12.3 Demographic characteristics of the respondent
12.3.1 Gender Distribution
12.3.2 Age of the Respondents
12.3.3 Marital Status of the Respondents
12.3.4 Level of Education of Respondents
12.3.5 Length of stay of the Respondents
12.3.6 Occupational level of Respondents
12.3.7 Income of the Respondents
12.4 Understanding the importance of tourism crime, safety and
security
12.4.1 Understanding the make-up of tourism and crime
12.4.2 Understanding a Safe and Secure Tourism Environment
12.4.3 Responsible factors for tourism crime
12.4.4 Strategies for fighting against tourism crime at the
destination
12.5 Investigation of safety and security measures undertaken by
different tour operators
12.5.1 Financial Security
12.5.2 Accommodation
12.5.3 Communication
12.5.4 Travel Insurance
12.5.5 Emergency Contact Details
12.5.6 Alcohol, Smoking, Drugs and Misconduct
12.6 Investigation of safety measures undertaken by hotel owner
12.6.1 Hotel Level Physical Systems
12.6.2 Equipment
12.6.3 Policies & Procedures
12.6.4 Security Department / Personnel
12.6.5 Industry Level
12.6.6 National (Destination) Level
12.7 Investigation of regulatory measures undertaken by police at the
destination
12.8 Conclusion

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Conclusions and recommendations

13.1 Introduction
13.2 A Resum of findings
Conclusion
13.3
13.4 Recommendations
13.4.1 Recommendations from the view point of current
performance of tourism industry in Bangladesh
13.4.1.1 Tourism product and service development
13.4.1.2 Marketing
13.4.1.3 Infrastructure Development
13.4.1.4 Development of Human Resources
13.4.1.5 Environmental Protection

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13.4.2
13.4.3

13.4.4

Recommendation from the view point of diagnostic

analysis of contemporary macro environment trends in
Bangladesh
Recommendation from the view point of an empirical
study on exploration of tourist spots in Bangladesh
13.4.3.1 Form an organization named Tourism Finance
Corporation of Bangladesh (TFCB)
13.4.3.2 Package of Incentives for promoting private
investment in the tourism sector
13.4.3.3 Tourism Investment Facilitation Cell
13.4.3.4 Create Tourism Development Fund
13.4.3.5 Tourists lifeline
13.4.3.6 Centers imparting Hospitality education,
Research & Training
Recommendation from the view point of focus on
promotional activities in developing tourism Industry of
Bangladesh: The case on Chittagong Travel Mart 2013
13.4.4.1 13.4.4.1 Using social media for tourism
marketing
13.4.4.2 Raise Allocation for Promotional Funds
13.4.4.3 Coordination among the Different Related
Sectors
13.4.4.4 Ensuring economic and social benefit
13.4.4.5 Event based promotional activities
13.4.4.6 Use of modern Information and Communication

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Technologies

13.4.5

13.4.6

Recommendation from the view point of tourist

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satisfaction and image on tourism products and services
for development of tourism industry of Bangladesh
13.4.5.1 Develop tourism on core and naturally
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available resources
13.4.5.2 Building Distinct image
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13.4.5.3 Compete internationally as well as locally
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13.4.5.4 Create Social awareness and responsiveness
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13.4.5.5 Let the professionals lead
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13.4.5.6 Package the product to align with
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international trends
Recommendations for tourist safety from the viewpoint
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different tourism stakeholder
13.4.5.1 Accommodation
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13.4.5.2 Police
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13.4.5.3 Tour operator
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13.4.5.4 Tourist
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Tourists
common-sense
Dos
13.4.5.4.1
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and Donts
13.4.5.4.2 Tourists Safety dos and Donts
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13.4.5.4.3 Money Precautions
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Medical
Preparation
13.4.5.4.4
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13.4.5.4.5 Possessions
231
Stay
in
touch
13.4.5.4.5
231
13.4.5.4.6 Local customs
231
13.4.5.4.7 Theft and muggings
231

xv

13.4.5.4.8
13.5
14

Direction for further research

Female travelers

232
233
234
234
254

References and Appendix

14.1 References
14.2 Appendix

xvi

LIST OF TABLES
TABLE
2.1
Miossec's model of tourism development
2.2
Guidelines supporting sustainable tourism development
2.3
Research studies on capital versus labor intensive tourism
development
2.4
Mass Tourism Vs Alternative Tourism
3.1
Qualitative versus quantitative research
3.2
The sample distribution
3.3
Methods of probability and non probability sampling
4.1
Present scenario of accommodation sector of tourism industry of
Bangladesh
4.2
Visitors Arrival by Purpose of Visit 2009
4.3
Outbound Travels by Purpose of Visit 2009
4.4
Foreign Visitors Arrival by Months2000-2009
Number of tourist arrival 1995-2010
4.5
4.6
International tourism, receipts (current US$)
4.7
Market Share analysis of SAARC countries (Based on Arrival
2010)
4.8
Happy planet index
4.9
Direct contribution to GDP
4.10
Total contribution to GDP
4.11
Contribution to foreign exchange flows
4.12
Direct contribution to employment
4.13
Total contribution to employment
4.14
Tourism contribution to Balance of Payments
Opportunities in investment
4.15
4.16
Tourism investment statistics in Bangladesh
4.17
Medium Term Strategic Objectives and Activities of Ministry of
civil aviation and tourism
4.18
Priority Spending Areas/Programmes of Ministry of civil
aviation and tourism
4.19
Activities, Output Indicators and Targets of Bangladesh Tourism
Board
4.20
Programs and Policies of Bangladesh tourism Board
4.21
Activities, output indicator and targets of Bangladesh tourism
Board
4.22
Medium Term Expenditure Estimates by Operational Unit,
Programmes and Projects of Bangladesh tourism Board
5.1
Weather forecast of Coxs Bazar
5.2
Weather forecast of St. Martin
5.3
Weather forecast of Sundarban
5.4
Weather forecast of Kuakata
6.1
Expenses from overseas trips made by Bangladeshi (Period2008, 2009)
6.2
Trends and levels of natural population growth c (Period: 19812007)
6.3
Trends and levels of natural population growth (Period: 1991-

xvii

PAGE
19
25
28
35
44
51
52
61
78
78
79
79
80
80
81
83
84
84
85
86
86
90
91
95
96
98
99
103
104
106
106
107
108
110
111
111

6.4
6.5
6.6
6.7
6.8
6.9
7.1
7.2
7.3
7.4
7.5
7.6
7.7
7.8
7.9
7.10
7.11
9.1
9.2
9.3
9.4
9.5
9.6
9.7
9.8
9.9
9.10

10.1
10.2
10.3
10.4

2007)
Trends of household size
Distribution of monthly income among household member
Numerical distribution of population by economically active
category
Numerical distribution of population by economically active
category sex
Percentage Distribution of persons completed different
educational levels,2001
Percentage distribution of population by religious communities
Tourist spot by type
Barisal division tourist spot
Chittagong division tourist spot
Dhaka division tourist spot
Khulna division tourist spot
Rajshi division tourist spot
Rangpur division tourist spot
Sylhet division tourist spot
Forest-based Tourism in Bangladesh
Tourist spots by manmade
Tourist spots by food / Food tourism
The demographic characteristics of the respondent of the study
Chittagong Travel Mart 2013
Opinion on the uses of advertising as promotional tools by
tourism stakeholders
Opinion on the uses of public relation as promotional tools by
tourism stakeholders
Opinion on the uses of sales promotion as promotional tools by
tourism stakeholders
Opinion on the uses of personal selling as promotional tools by
tourism stakeholders
Opinion on the uses of direct marketing as promotional tools by
tourism stakeholders
Opinion on the uses of online social network as promotional
tools by tourism stakeholders
Opinion on the methods of determining promotional budget by
tourism stakeholders
One-Sample t test Statistics regarding promotional activities of
Bangladesh tourism
One-Sample T Test regarding promotional activities of
Bangladesh tourism
The demographic characteristics of respondents of the study area
Coxs Bazar
The demographic characteristics of respondents of the study area
St.Martin
The demographic characteristics of respondents of the study area
Sundarban
The demographic characteristics of respondents of the study area
Kuakata

xviii

112
113
113
113
114
115
117
118
119
120
121
122
123
124
125
126
129
140
141
142
143
143
144
145
146
147
147

150
151
152
153

10.5
10.6
10.7
10.8
10.9
10.10
10.11
10.12
10.13

10.14
10.15
10.16
10.17

10.18
10.19
10.20
10.21

10.22
10.23
10.24
10.25
10.26
10.27
10.28

The breakdown of the mean score/ranking

Tourist satisfaction towards quality of public transport in respect
with accessibility
Tourist satisfaction towards local tourism transportation
efficiency/quality with accessibility
Tourist satisfaction towards overall cleanliness of the streets and
public places with accessibility
Tourist satisfaction towards touring the city or easiness to get
around in respect with accessibility
Tourist satisfaction towards display Tourist maps & information
boards in respect with accessibility
Tourist satisfaction towards comfort and cleaning of the hotel in
respect with accommodation and restaurant
Tourist satisfaction towards hotels bathrooms and toilets in
respect with accommodation and restaurant
Tourist satisfaction towards the friendliness and competence of
hotels manager, staff, security staff, personnel etc. in respect
with accommodation and restaurant
Tourist satisfaction towards the quality and variety of restaurants
in respect with accommodation and restaurant
Tourist satisfaction towards the quality of food and beverage of
the restaurants in respect with accommodation and restaurant
Tourist satisfaction towards the availability of shopping facilities
in respect with entertainment facilities
Tourist satisfaction towards the water based activities (e.g.
swimming, surfing, boating, fishing in respect with entertainment
facilities
Tourist satisfaction towards the comfort and cleanliness of
beaches or sea in respect with entertainment facilities
Tourist satisfaction towards the special events/festivals in respect
with entertainment facilities
Tourist satisfaction towards the availability of music club, theatre
hall, Cinema hall in respect with entertainment facilities
Tourist satisfaction towards the traveled around the destination in
respect with quality of life
Tourist satisfaction towards the walked alone after dark in
respect with quality of life
Tourist satisfaction towards the feeling of personal safety and
security in respect with quality of life
Tourist satisfaction towards the feeling about night life in respect
with quality of life
Tourist satisfaction towards the availability of public toilet and
cleanness in respect with quality of life
Tourist satisfaction towards the availability of tourism
information center in respect with tourism services
Tourist satisfaction towards the availability of tourism signals in
respect with tourism services
Tourist satisfaction towards the availability of daily tour services
in respect with tourism services

xix

154
155
156
156
157
157
158
158
159

159
160
161
161

162
162
163
163

164
164
165
165
166
166
167

10.29

Tourist satisfaction towards the availability of health services and 167

facilities in respect with tourism services

10.30

Tourist satisfaction towards the cooperation of tourist police in

respect with tourism services
Importance- Experience/Performance analysis means of tourist
products and services of Coxs Bazaa
Importance- Experience/Performance analysis means of
St.Martin
Importance- Experience/Performance analysis means of
Sundarban
Importance- Experience/Performance analysis means of Kuakata
Result on Paired t-test between Tourists importance and
experience with tourism products and services of Coxs Bazaar
regarding destination image

11.1
11.2
11.3
11.4
11.5

168
171
174
177
179
181

11.6

Results on Paired t-test between Tourists importance and 182

experience with tourism products and services of St. Martin
regarding destination image

11.7

Results on Paired t-test between Tourists importance and 182

experience with tourism products and services of Sundarban
regarding destination image

11.8

Results on Paired t-test between Tourists importance and 182

experience with tourism products and services of Kuakata
regarding destination image

12.1

The Demographic characteristics of respondents of the study area

Shundarban
The Demographic characteristics of respondents of the study area
St. Martin
The Demographic characteristics of respondents of the study area
Coxs Bazar
The Demographic characteristics of respondents of the study area
Kuakata
Understanding and make-up of tourism crime and safety
Ranked responses of tourists regarding a safe and secure tourist
environment in Sundarban
Ranked responses of tourists regarding a safe and secure tourist
environment in St. Martin
Ranked responses of tourists regarding a safe and secure tourist
environment in Coxs Bazar
Ranked responses of tourists regarding a safe and secure tourist
environment in Kuakata
Factors involved in tourism crime at Sundarban
Factors involved in tourism crime at St.Martin
Factors involved in tourism crime at Coxs Bazr
Factors involved in tourism crime at Kuakata
Strategies for fighting against tourism crime at the destination
Sundarban

12.2
12.3
12.4
12.5
12.6
12.7
12.8
12.9
12.10
12.11
12.12
12.13
12.14

xx

186
187
188
189
197
198
199
200
201
202
203
204
205
206

12.15
12.16
12.17
12.18
12.19

Strategies for fighting against tourism crime at the destination

St.Martin
Strategies for fighting against tourism crime at the destination
Coxs Bazar
Strategies for fighting against tourism crime at the destination
Kuakata
Safety and security measures undertaken by different tour
operators
Safety and security measures undertaken by different hotel
owners

xxi

207
208
209
210
213

LIST OF FIGURES
FIGURE
2.1
2.2
2.3
2.4
3.1
3.2
4.1
9.1
11.1
11.2
11.3
11.4
12.1
12.2
12.3
12.4
12.5
12.6
12.7
12.8
12.9
12.10
12.11
12.12
12.13
12.14
12.15
12.16
12.17
12.18
12.19
12.20
12.21

What is Development?
The Enclave Model
Model for sustainable tourism
The position of mass tourism in the tourism network
Importance experience matrix
Importance experience matrix explained
Step by step investment procedure in Bangladesh
Overall result of promotional tools undertaken by tourism
stakeholders
Importance experience analysis Matrix for of tourist products
and services of Coxs Bazaar
Importance experience analysis Matrix for of tourist products
and services of St.Martin
Importance experience analysis Matrix for of tourist products
and services of Sundarban
Importance experience analysis Matrix for of tourist products
and services of Kuakata
Gender Distribution of Respondents
Age Distribution of Respondents
Marital Status of the Respondents
Educational Status of the Respondents
Length of stay of the Respondents
Occupational Status of the Respondents
Income level of the Respondents
Safe and secure tourist environment at Sundarban
Safe and secure tourist environment at St.Martin
Safe and secure tourist environment at Coxs Bazar
Safe and secure tourist environment at Kuakata
Responsible factors for tourism crime at Sundarban
Responsible factors for tourism crime at St.Martin
Responsible factors for tourism crime at Coxs Bazr
Responsible factors for tourism crime at Kuakata
Strategies for fighting against tourism crime at the destination
Sundarban
Strategies for fighting against tourism crime at the destination
St.Martin
Strategies for fighting against tourism crime at the destination
Coxs Bazar
Strategies for fighting against tourism crime at the destination
Kuakata
Overall safety and security measures practices by different
tour operators
Overall safety and security measures practices by different
hotel owners

xxii

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16
22
26
34
55
56
89

172
175
178
180
190
191
192
193
194
195
196
198
199
200
201
202
203
204
205
206
207
208
209
212
214

xxiii

Development of Tourism Industry In Bangladesh: Issues And Strategies

Chapter -1: Background and definition of the study

1.1 Introduction:
Tourism is perhaps as old as that of mankind. Tourism is emerging as a leading global

economic force in the 21st century for many countries. But as an organized, regular and
multidimensional business activity it qualified for the status of an industry after the
Second World War and is now considered as the top most industry in the world.
According to the world travel and tourism council, travel and tourism continues to be one
of the worlds largest industries in the world1. The largest industries mean that, in 2012 it
contributed 9% of global GDP (US $6.6 trillion) and generated over 260 million jobs 1
in 11 of the worlds total jobs 2. The industry outperformed the entire wider economy in
2012, growing faster than other notable industries such as manufacturing, financial
services and retail. Statistics of the year 2013 shows that arrivals of international tourists
exceeded the figure of 1 billion for the first time ever in 2012, reaching a total of 1.035
billion tourists, 39 million more than in 20113. Indeed advances in technology and rapid
increase in real incomes and leisure time have increased the demand for recreation and
holidays for considerable numbers of people. Thus, in 1998, worldwide arrivals reached
625 million, tourist receipts (excluding air transport) were estimated at US$445 billion
and employment at 230.8 US$ billion4.In 2011, tourist arrivals reached 983 million and
tourism receipts US$1,030 billion 5 . The world is expected to attract 1086320000
international tourist arrivals in 2013 6 .So it is a very important source for maximizing
scarce foreign exchange either positively or negatively to the balance of payments. On the
positive side, tourism is considered a tool of economic regeneration and a medium for
heritage and environmental preservation, creation of infrastructure, cultural
communication and political stability 7. On the other hand, since the tourism product is
consumed at the same place of production, tourism development has come under
criticism for various social and environmental strains experienced by receiving
destinations and host populations, such as environmental degradation, cultural pollution,
commercialization of human relations and negative demonstration effects.
During the past decade the importance of travel and tourism to the global economy has
been increased. It is now the world's largest industry and a major contributor to global
economic development. It generates more than US$3.4 trillion in gross output and
employees more than 200 million people worldwide. It invests more than US$693 billion
per annum in new facilities and equipments. It contributes more than US$655 billion in
direct and indirect taxes each year8. The rapid growth of the tourism industry has been
attributed to a number of factors including among others, strong economic growth,
increase in disposable income and leisure time, easing of travel restrictions, successful
tourist promotion, and recognition by the host governments that tourism is a powerful
1

World Travel and Tourism Council (2012), Travel and Tourism economic impact 2012 Bangladesh.p. i
World Travel and Tourism Council (2013), Travel and Tourism economic impact 2013.p. i
3
World Travel and Tourism Council (2013), UNWTOTravel and Tourism Barometer, Vollume 11, January 2013 .p.3
4
World Tourism Organization (1999). Tourism Highlights 1999. Madrid: World Tourism Organisation
5
World Travel and Tourism Council (2012), UNWTO Tourism Highlight 2012 edittion, .p.3
6
World Travel and Tourism Council (2012), UNWTO Tourism Highlight 2012 edittion, .p.5
7
loannides, D. (1995a). Planning for international tourism in less developed countries: Towards sustainability? Journal of Planning
Literature. 9(3), pp. 235-259
8
Importance of tourism industry.http://www.tourism-punjab.com/institute.htm
2

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Development of Tourism Industry In Bangladesh: Issues And Strategies

engine of growth and a generator of foreign exchange earnings. A momentary look over
World Tourism organizations statistics reveals that for several countries like; France,
United States in American peninsula, Spain, UK, and Italy in Europe, Myanmar, Nepal,
Sri Lanka, Maldives, Bangladesh and India in South Asia, tourism emerges amongst
leading source of foreign exchange earnings. In terms of earnings, Europe holds the
largest share of international tourism receipts (45%), reaching US$ 463 billion (euro 333
bn) in 2011, and representing a 5% increase in real terms as compared to 20109. The Asia
and the Pacific region earned US$ 289 billion in tourism receipts in 2011, up US$ 34
billion from 2010, or a 4% increase in real terms. By sub regions, South-East Asia
experienced the highest growth in international arrivals (+10%), benefiting from strong
intraregional demand in 2011. A large number of destinations of South Asia reported
double-digit figures, with Myanmar (+26%), Bhutan (+39%), Sri Lanka (+31%) and
Nepal (+22%) boasted the highest growth in South Asia (+8%), followed by Maldives
(+18%). India, the largest destination in the sub region, recorded a 9% increase in 2011
and Bangladesh is experienced a (+13.4%) growth in 201010. The considerable growth of
the tourism activity clearly marks tourism as one of the most remarkable economic and
social phenomena of the past century.
International tourism continued to grow in 2011, despite an increasingly uncertain global
economy, political changes in the Middle East and North Africa and natural disasters
around the world. International tourist arrivals reached a record 982 million, an increase
of 4.6% on 2010, while receipts grew by 3.8% to US$ 1.030 billion ( 740 bn) 11.
Again 2012 demonstrated the resilience of the Travel & Tourism industry in the face of
continued economic turmoil, as economic growth slowed and was even negative in key
global markets. The latest annual research from WTTC and our research partner Oxford
Economics, shows that Travel & Tourisms contribution to GDP grew for the third
consecutive year in 2012, and created more than 4 million new jobs. The strongest
growth in 2012 was evident in international demand as appetite for travel beyond
national borders, from leisure and business visitors, remains strong12.The ever increasing
flow of international arrivals shows an upward trend from a mere 25 million international
arrivals in 1950; 69.3 million international arrivals in 1960; 165.8 million international
arrivals in 1970; 277.6 million international arrivals in 1980; 438.4 million international
arrivals in 1990; 684.7 million international arrivals in 2000; and 940 million
international arrivals in 2010, corresponding to an average annual growth rate of 6.8 per
cent from 1950 to 200013. This increase shows that the industry has proved how resilient
it is to shocks. In terms of consumer behavior, it is quite evident that travelers have been
undeterred by external threats. Events like earth quacks, tsunami, bombings, draughts,
compounded by airline accidents and Hurricanes Katrina and Rita etc have failed to
undermine tourist confidence.
According to world tourism organization, Tourism 2020 Vision is the World Tourism
Organization's long-term forecast and assessment of the development of tourism up to
the first 20 years of this new millennium. An essential outcome of the Tourism 2020
Vision are quantitative forecasts covering a 25 years period, with 1995 as the base year
and forecasts for 2000, 2010 and 2020.The world in the year 2020 will be characterized
9

World Travel and Tourism Council (2012), UNWTO Tourism Highlight 2012 edittion, .p.6
World Travel and Tourism Council (2012), UNWTO Tourism Highlight 2012 edittion, .p.9
11
World Travel and Tourism Council (2011), UNWTO annual report 2011, .p.1
12
World Travel and Tourism Council (2013), Travel and TOURISM Economic Impact 2013 World , .p.i
13
World Tourism Organization (2006), Tourism Market Trends 2006 Edittion,
10

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Development of Tourism Industry In Bangladesh: Issues And Strategies

by the penetration of technology into all aspects of life. It will become possible to live
ones life with limited exposure to other people, with automated service the norm, and
full access to, and exchange of, information on everything possible from ones own
home. In consequence, people will crave the human touch; and tourism will be the
principal means through which they seek to achieve this. By the year 2020, tourists will
have conquered every part of the globe as well as engaging in low orbit space tours, and
maybe moon tours. The Tourism 2020 Vision study forecasts that the number of
international arrivals worldwide will increase to almost 1.6 billion in 2020. This is 2.5
times the volume recorded in the late 1990s. The number of people travelling will
continue to boom in the 21st century14.
Tourism Towards 2030 is UNWTOs recently updated another long-term forecast and
assessment of the development of tourism for the two decades from 2010 to 2030. It is a
broad research project building on UNWTOs on-going work in the field of long-term
forecasting, initiated in the 1990s. The new study substitutes the earlier Tourism 2020
Vision, which has become a worldwide reference for international tourism forecasts.
Key outputs of Tourism Towards 2030 are quantitative projections of international
tourism demand over a 20-year period, with 2010 as the base year and ending in 2030.
The updated forecast is enriched with an analysis of the social, political, economic,
environmental, and technological factors which have shaped tourism in the past, and are
expected to influence the sector in the future.
According to Tourism Towards 2030, the number of international tourist arrivals
worldwide is expected to increase by an average 3.3% a year over the period 2010 to
2030. Over time, the rate of growth will gradually slow down, from 3.8% in 2011 to
2.5% in 2030, but on top of growing base numbers. In absolute numbers, international
tourist arrivals will increase by some 43 million a year, compared to an average increase
of 28 million a year during the period 1995 to 2010. At the projected pace of growth,
international tourist arrivals worldwide will exceed 1 billion in 2012 which is already
proved and reach 1.8 billion by the year 2030. By regions, the biggest growth will be
seen in Asia and the Pacific, where arrivals are forecast to increase by 331 million to
reach 535 million in 2030 (+4.9% per year) 15.
South Asia is taking off with unprecedented growth in tourism. Despite Indian Ocean
earth quack, Tsunami, earth quack in Pakistan, situation in Afghanistan, floods, cyclone
and draughts in various part of the region, South Asian performance in tourism sector is
on constant improvement from last few years. Current circumstances in South Asia are
very conducive to the development of tourism in the region.
Bangladesh is one of the countries of South Asia and located in North-Eastern part of
this region. If Bangladesh is known at all in the world of tourism, it is essentially because
of the worlds longest unbroken, clean sandy beach at Coxs bazaar, the largest
mangrove forest of the world-the home of the majestic Royal Bengal Tiger and spotted
deer at Sundarban and the hospitable and open hearted people of Bangladesh. This is a
country where genuine adventure is not just a possibility but a certainty. Lonely
14

World Tourism Organization (2001), Tourism 2020 Vission, Publisher- World Tourism Organization,Volume-7,ISBN: 92-8440466-5 .
15
World Travel and Tourism Council (2012), UNWTO Tourism Highlight 2012 edittion, .p.14.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Planet ranked Bangladesh as the best value destination for the year 2011 16 17 . As a
destination for tourism, Bangladesh is truly hard to beat. Yet the most notable feature of
the countrys topography is the diversity of its landscape; it is characterized by wooded
marshy lands and jungles with deep forest regions in sylhet, Rangamati, Khagrachhari
and Bandarban hill districts, Sundarbans ( the worls Heritage site), Mymensingh and
Tangail; rare beauty spot of sunrise and sunset in fascinating kuakata; the oldest
archeological site in Mahasthangarh; the unseen relics of long forgotten Buddhist
kingdoms, lush and lurid tea plantations; tribal groups with Burmese faces; glorious
beaches that stretch for eternity; fresh water dolphins and deep water whales and many
other delightful beauties of cultural and historical heritage. These treasures are relatively
unknown in the world and are rich resources for the development of tourism in
Bangladesh.
For the nature lover, Bangladesh is a land of spellbinding beauty, for the adventure
seeker, this is a topography that challenges the most daring of spirits, for the historian,
there are excavations, museums and artifacts aplenty. Such is the variety Bangladesh
offers, a country with an area of 147,570 square kilometers (56,977 square miles) square
kilometers and a population of some 160 million. Everywhere, you'll meet friendly and
hospitable people, welcoming you to their homes.
Bangladesh has peculiar tribal people having their unique way of life mostly living in the
hilly regions of Bandarban, Coxs bazaar, Khagrachori in Chittagong division. Many
foreign tourist of the west expressed keen interest in finding tribal peoples peculiar way
of life, but simplicity in their behavior. Bangladesh is also rich in its ancient history.
Many famous monuments, archaeological and historical remains are still standing to
certify the past glorious civilization of Bangladesh. The Buddhist relic at Paharpur is a
monument of 8th century A.D. The Badshahi 60 domes mosque at Bagerhat is 1459 A.D.
The Mahasthangarh at Bogra, Lalbagh Fort in Dhaka, Mainnamati Buddhist remains at
comilla are the examples of so many historical and archaeological remains scattered
located all over Bangladesh. Apart from this, Bangladesh is a land of mighty rivers and
tributeries.( Bangladesh is a riverine country having attractive panoramic beauty.)Three
big rivers of two or three miles width pass through Bangladesh. The Ganges, Padma,
Jumana, Meghna and Karnafully are the widest and longest rivers. The riverine tourism
of Bangladesh has its unique beauty and character. The tourist could enjoy river cruising
on these mighty rivers with their smoothness during excursion. Bangladesh could also
claim for its man made lake of 350sq. miles surrounded by green forested hills in
Chittagong Hill Tracts.The lake has a unique natural beauty, most suitable for skiing and
fish cultivation. These are only few of many tourist products of Bangladesh that can be
offered to the tourist.
It is in this scenario that Bangladesh emerges as a favorable tourist destination. Besides
this, birds watching, Jeep safaris, trekking and mountaineering are readily available
tourist specialized products. Despite possession of such an ideal tourism resource,
Bangladesh has failed to proportionate gains and attracts desired number of tourists.
Tourism growth in Bangladesh is lagging to behind than the pace of growth at world
level as well as SAARC countries. In 2010 international tourists arrivals at SAARC
countries were India 5776000, Pakistan 907000, Maldives 792000, Srilanka 654000,
16
17

Lonely Planet (2010), Lonely Planet's Best in Travel 2011. ISBN 978-1-74220-090-3.
Lonely Planet (2010), Top 10 best value destinations for 2011. ISBN 978-1-74220-090-3.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Nepal 603000, Bangladesh 303000, and Bhutan 27000 tourists only18. Throughout the
world, the tourism is contributing positively in socio-economic development of the
country, but in Bangladesh it is opposite direction. The tourism stakeholders have failed
so for to meet the challenge. The core issue of tourism development in Bangladesh is
determining the issues and strategies for short term and long term to run it. From the
evaluation of the organizational structure of the tourism sector it will be recognized that
there are serious concerns as to the management and administration and control of the
sector. The study intends to bring forth that tourism industry in Bangladesh has a lot of
potential to grow into a major economic generator and labour intensifying industry for
the under developed but tourism suited areas of Bangladesh. Bangladesh present
standing as tourist destination is far below then other SAARC countries like India,
Nepal, Sri Lanka, and even Maldives. Our market share is stagnated at the level from
some consecutive year. Bangladesh has too rich destinations for adventure tourism but
we failed to exploit the tourism potential fully.
Bangladesh, for the first time in history, has created a board named Bangladesh tourism
Board which has sent a strong and clear signal that present Government is paying more
attention to the tourism industry19. But still a lot is required to be done in this direction. If
we see the SAARC countries, except Bangladesh, most of the countries have separate
ministry of tourism. A dynamic and supporting ministry of tourism is needed which
could focus on ground at gross root level and able to move out to top level. This ministry
will create corporate culture in the tourism industry and forthcoming to involve private
sector to develop the market. Where, red tape or slow moving bureaucratic process does
not take years in developing tourism infrastructure or granting license to any hotelier or
tour operator. Bangladesh is endowed with all types of tourism potential and the
prospects are bright to take off. Bangladesh needs to work fast on the challenges faced to
the industry such as more liberalization of air transportation, visa facilitation, positive
image building, overall tourism policy design and diversification of tourism markets and
products. From a long duration stagnating break, Bangladesh tourism must start to show
encouraging tends in upward direction. Leisure tourism is expected to sustain its growth,
while business tourism will recover further.
1.2 Justification of the study
Despite the presence of abundant tourism attractions for all types of tourists, Bangladesh
lags behind number of countries in capitalizing tourist resources and improves its foreign
reserve in South Asia. Political unrest, hartals, frequent tragedy in garments sectors and
the adverse security situation within Bangladesh deterred both domestic as well as
foreign tourists from exploring the country. International tourists feared going to a
country with political uncertainty, and even local tourists found it safer to venture abroad
for tourism, rather than explore Bangladesh. Two spells of devastating floods in July and
September 2007 were followed by the country's worst cyclone, Sidr, in November 2007.
These caused extensive damage to the country and had an obvious negative effect on
tourism, especially since most of the infrastructure in the coastal areas was destroyed in
the cyclone.
But there is no denying the fact that the role of government in tourism development has
never been a pushing one. Fatefully, tourism is one of the most neglected sectors in
18
19

. World Travel and Tourism Council (2012), UNWTO Tourism Highlight 2012 edittion, .p.8
. Bangladesh National Assembly (2010), Bangladesh Gaget July 18,2010, Registered no. D A-1

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Bangladesh. The Travel and Tourism Competitiveness Report 2013 of the World
Economic Forum (WEF) ranked Bangladesh as 123th amongst 140 countries20. The lack
of government support has resulted in poor infrastructure such as the poor condition of
transport and power. The airline sector of Bangladesh has also negatively affected
tourism industry due to limited flights in domestically and internationally, flight delays,
inefficiency and mismanagement at the airports. Local travel is hampered by lack of
amenities on the highways, poor road conditions as well as frequently road accidents.
But time has not yet past over. Still there are lots of scopes and opportunities if
Bangladesh attempts to highlight it as a tourist destination to the potential tourists
properly through an effective promotional measure, can take some initiatives to develop
some infrastructural facilities, facilitate easy access to different destination, building
better image of Bangladesh and ensuring safety and security of tourists, the country
would be able to earn many times higher than the present by attracting more tourists
within a short time. But unfortunately, this sector has remained almost in the dark and
failed to draw proper attention to the government and the policy makers. Against this
back drop, research needs to explore the facts related to the sector for its ongoing
development in terms of developing various sectors of the tourism industry based on
demand not the supply one. Hence a study on this area is essential to uncover the
relevant facts. This research study is an endeavour for the same.
1.3 Problem statement of the study
From the foregoing discussion, it is recognized that tourism is most neglected sector in
Bangladesh. From the perspective of the SAARC countries this evident is found, when
we see most of the countries of SAARC have separate ministry of tourism to take care
and develop of this sector. But Bangladesh does not go to that direction till now. Though
Government of Bangladesh declared (1992), tourism is one of the dynamic economic
sectors that can play a role more effectively in sustainable economic development and
poverty reduction 21. Realizing its importance the government has declared tourism as a
thrust sector in the Industrial Policy of 2005 (GoB, 2005) where thrust sectors are
considered to have potential to grow, create profit and employment and can perform
better22. But the expected development in this sector till not comes. Because tourism
decision makers are making decisions based on outdated statistical information and
miscalculated research findings coupled with misleading assumption over the years. The
ministry of foreign affairs and tourism of Bangladesh has not any statistical report about
how many international tourists arrives in 2011 and 2012 and how many domestic
tourists visit different destinations of Bangladesh. As a result we will not find any
statistics regarding international tourists arrivals at Bangladesh in 2011 and 2012 in the
publication of world tourism organizations UNWTO Tourism Highlight
201223.Similarly there is no worth presenting research report, no product oriented survey
conducted during the last 5-6 years. As a result tourism has been badly assessed and
managed over the last many years. This has led to a gradual decline in relationship
between the public and private sectors. Though, the potential for developing the tourism
20

. Blanke, J. & Chiesa,T.( editors.) .(2013) The Travel and Tourism Competitiveness report 2013. World Economic Forum.

Geneva,p.103
21

. GoB. (1992), National Tourism Policy 1992. Dhaka, Bangladesh Government Press

22

. GoB. (2005), National Industrial Policy 2005, Dhaka, Bangladesh Government Press

23

. World Travel and Tourism Council (2012), UNWTO Tourism Highlight 2012 edittion, .p.8

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Development of Tourism Industry In Bangladesh: Issues And Strategies

sector of Bangladesh is enormous. Bangladesh is blessed with a wealth of natural and
cultural heritage. It possesses a long tradition of tourism and the country has many assets
to lure the visitor. Forgoing in the view of above, there is need of an inquiry to be fully
aware of the realities that exist in the tourism sector of Bangladesh and where the
tourism sector stand at this moment of time. However the core issues of the research
study would be formulation of policy, strategies, the structure of management and
coordinating framework needed in the todays tourism development in Bangladesh.
1.4 Objective of the study
The main aim of this study is to examine the various issues towards tourism development
of Bangladesh and take an attempt to establish overall directions for tourism
development and suggest effective tourism strategies and policies to alleviate the
problems resulting from previous unplanned tourism development. Considering this
view, the specific objectives of the study are

To analysis the current tourism environmental status as well as current tourism

performance of Bangladesh for different tourism stakeholders, foreign and local
investors as well as international donor agencies to build-up confidence to
commit tourism in Bangladesh.
To review the existing tourism developments patterns of the tourism industry of
Bangladesh and highlights its strengths and weakness; and identify threats and
opportunities being offered by the environment.
To diagnosis the macro-economic environments trends of Bangladesh for
tourism entrepreneur so as to recommend measures to make its market more
attractive, more encompassing and promising one.
To explore the states tourism potential and make more accessible by identifying
new tourist products and travel circuits.
To examine the promotional activities undertaken by the different tourism
stakeholders and evaluate the role of their activities for the development of this
industry.
To examine the satisfaction of tourist and recommend essential strategies and
policies for reforms and improvements of the tourism industry of Bangladesh.
To explore the image of Bangladesh as a valued tourist destination for
development of this industry and stipulate needed strategies.
To investigate the current safety and security issues of tourist for developing
tourism industry of Bangladesh and prescribed necessary strategies. In this
regard sub objectives are

To find out whether the tourism stakeholders understands the

importance of tourism crime, safety and security in the study area.
To establish the extent to which tourists feel safe and secure tourist
environment in and around the tourist area.
To find out the factors whose are responsible for tourism safety and
security of the study area..
To reveal the strategies that fit for fighting against tourism crime at
the destination.
To examine the regulatory measures that ensure social , cultural,
and environmental sustainability as well as safety and security of
tourists undertaken by different tour operators, hotels, nearest
police station and evaluate the role of their activities for the
development of this industry.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

1.5 Hypothesises of the study
Ho (1):

Level of uses of promotional tools by tourism stakeholder to attract tourist is

sufficient.
Ho (2): The amount spent in taka by tourism stakeholders on promotional tools to attract
tourist is satisfactory.
Ho (3): It is presumed that tourists are satisfied with the tourism products and services
available in four icon tourist spots of Bangladesh namely Coxs bazaar,
St.Martin, Sundarban and Kuakata.
Ho (4): It is assumed that there is no significant difference between importance and
experience of tourist products and services available in four icon tourist spots of
Bangladesh namely Coxs bazaar, St.Martin, Sundarban and Kuakata with
respect to image.
Ho (5): The tourism stakeholder does not understand the importance of tourism crime,
safety and security in the study area.
Ho (6: The tourists feel safe and secure tourist environment in and around the tourist area
Ho (7): Tourists are not aware of the key factors that are responsible for tourism crime
safety and security of tourist in the study area.
Ho (8): The tourism stakeholders are not aware of the strategies that help for fighting
against tourism crime at the destination.
Ho (9): That the regulatory measures undertaken by different tour operators, hotels,
nearest police station are sufficient.
1.6 Scope of the study
This study is designed to analysis the existing tourism development pattern and makes
recommendation about issues and strategies for development of tourism industry of
Bangladesh through effective utilization of tourism resource available in the country.
The present work certainly benefits from previous works, especially the ones concerning
theoretical issues and concepts. On the other hand, its focus is on a particular reality,
trying to apply those concepts in practice. The tourist industry is dynamic, fragmented
and diverse, and it can be studied at a number of levels and from many perspectives.
Being aware of that, this work focuses on a key set of areas, always related, when
possible, with others of interest. However, it is not the purpose of this study to criticize
past and existing approaches to tourism development in Bangladesh rather to suggest
improvement so as to make the system more viable and more promising. The research
would build upon its findings and solutions for the purpose of development of tourism
industry of Bangladesh.
1.7 Significance of the study
The importance and potential contribution of this research can be discussed from both
theoretical and practical standpoints. This research is important in a theoretical context,
because it contributed to a theoretical enhancement of the current level of knowledge in
the existing literature on development of tourism industry. This was achieved by
developing various issues and strategies based on extensive literature study. The research
is also significant from a practical point of view as it identifies the issues and strategies
for development of tourism industry of Bangladesh which should be the focus of the
development process. These attributes can be used in the development of a tourism
destination both the local and international level. The study could benefit the private
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Development of Tourism Industry In Bangladesh: Issues And Strategies

sector in Bangladesh and also the country at large. The Bangladesh tourism board can
use it to evaluate its own strengths and weaknesses when assessing the Bangladesh
tourism Boards current strategies to revive the tourism industry. It could also use the
study as a baseline for the development various tourism strategies. When the tourism
industry has been revived, it could earn more foreign currency and contribute to
economic development. In this way it could contribute to the reduction of the high
unemployment rate and to the improvement of standards of living. On the whole if the
recommendation of the study be implemented, it could assist to introduce Bangladesh as
a world class tourist destination country in the world.
1.8 Outline of the study
The whole discussion of the study will be organized in a systematic way and will be
presented in thirteen different chapters. The outline of this thesis are given belowChapter 1 is an introductory chapter. It focuses on the background and orientation of the
study as well as on the research problem. The purpose and objective of the study are
outlined.
Chapter 2 presents a review of the national and international literature on the framework
for the development of tourism industry which serves as a basis of the study and lays
down theoretical framework and different terminologies used in the later part of the
study.
Chapter 3 discuss the research design and methodology in more detail and specific
methods and statistical tools used to gather the empirical information and analysed are
outlined. The chapter will also look at t reliability and validity of the study.
Chapter 4 analysis the current performances of tourism industry in Bangladesh.
Chapter 5 discuss the physical setting of the study area Coxs Bazar, St. Martin,
Sundarban and Kuakata.
Chapter 6 Analysis the macro-economic environments trends of Bangladesh for tourism
entrepreneur.
Chapter 7 explore the states tourism potential and make more accessible by identifying
new tourist products and travel circuits.
Chapter 8 investigate the existing tourism developments patterns of the tourism industry
of Bangladesh highlighting its strengths, weakness, threats and opportunities being
offered by the environment
Chapter 9 Investigate the uses of promotional activities by different tourism stakeholders
to develop tourism industry of Bangladesh
Chapter 10 measure the satisfaction of tourist for reforms and improvements of the
tourism industry of Bangladesh

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Chapter 11 explore the image of Bangladesh as a valued tourist destination for
development of this industry and stipulate needed strategies.
Chapter 12 Discover the safety and security situation of tourist for developing tourism
industry of Bangladesh.
Chapter 13 presents the finding of the analysis and conclusion drawn followed by the
recommendation to develop the tourism industry of Bangladesh.
Chapter 14 provides references and appendix for the study.

1.9 Definition of terms

Tourism

Tourism means the temporary short-term movement of people to destinations outside the
places where they normally live and work, as well as their activities during their stay at
these destinations. (All tourism should have some travel, but not all travel is tourism.)
Tourism comprises the activities of persons travelling to and staying in places outside
their usual environment for less than a year and whose main purpose of travel is other
than the exercise of an activity remunerated from within the place visited. The term
usual environment is intended to exclude trips within the area of usual residence and
frequent and regular trips between the domicile and the workplace and other community
trips of a routine character.
Travel and Tourism Industry
Businesses providing primary services to travellers, including the traditional hospitality
businesses and others closely linked to them in such fields as entertainment, recreation,
and transportation, plus travel agencies and tour operators.

Hospitality

A term implies whereby a guest who is away from home is welcomed by a host where
basic necessities are provided such as food, beverages and lodging. The term is derived
from the Latin word hospitaire, which means to receive a guest.

Hospitality Industry

An industry comprises business entity of food, beverages, lodging or a combination of

these businesses to travellers during their stay in a destination.
Domestic Tourism
Domestic tourism involves trips made by local residents within their own countries.
International Tourism
International Tourism involves trips between 2 countries. To a certain country, visits by
residents of that country to another country are his/ her outbound tourism; visits to that
country by residents of another country are his/her inbound tourism.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

Travel
Travel comprises all journeys from one place to another. It includes all journeysmade by
people who enter a country for leisure, to work, reside, study or who just pass through a
country without stopping.
Excursionists
They are travellers who spend less than 24 hours during a leisure trip.
Leisure Travellers
They are known to travel for pleasure, where their arrivals are highly seasonal and they
are attracted by special festivals, sports or other cultural events. They are generally price
sensitive, as their personal income is an important factor in determining their particular
needs.
Inbound tourism
Visits to a country by non-resident of thatcountry - for example, when A American
citizen, Mr. Sam comesto India to see the Taj Mahal, he is an inbound tourist for India.
Outbound tourism
Outbound tourism means visit by the residents of a country to anothercountry.
1.10 Abbreviations
The following abbreviations have been used in this study.
WTO
NTO
BPC
BRTC
RHD
BIWTA
VOA
ICT
BOI
LP
TIN
UNESCO
SAARC
HPI
WTM
GDP
WTTC
ASEAN
VAT
NHTTI
ATAB
IPA
IEM

World Tourism Organization

National Tourism Organization
Bangladeh Parjatan Corporation
Bangladesh Road Transport Authority
Roads and Highways Department
Bangladesh Inland Water Transport Authority
Visa on Arrival
Information and Communication Technology
Bangladesh Board of Investment
Landing Permit
Tax Identifaction Number
United Nations Educational Scientific and Cultural Organization
South Asian Association of Regional Cooperation
Happy Planet INdex
World Tourism Market
Gross Domestic Product
World Travel and Tourism Council
Association of South East Asian Nations
Value Added Tax
National Hotel and Tourism Training Institute
Association of Travel and Tourism Organization
Importance Performance Analysis
Importance Expectation Matrix

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Development of Tourism Industry In Bangladesh: Issues And Strategies

1.11 Reference Techniques

The HARVARD reference technique was used in this study.
1.12 Conclusion
Travel and tourism has been developing in the last five decades and is now the worlds
largest industry. In 1999 it generated, directly and indirectly, throughout the worlds
economies 11 percent of GDP, 200 million jobs, which represented 8 percent of total
employment, and will generate 5, 5 million new jobs per year until 2010. As
international tourism involves the movement of people from country to country or one
place to another, governments may encourage the development of tourism industry to
further political objectives. Indeed, the political advantages of developing tourism may
be as rewarding as its economic gains. Domestic tourism may also provide important
political and cultural goals such as national integration and a sense of national pride 24.
Despite its immense potentials and importance for the economy of Bangladesh, the
sector seems to remain an under researched one in the economy. Very few works and
mostly country profiles have been prepared to give a synoptic view and are inadequate to
get insights into the problems of the sector for proper policy formulation. Considering
these factors, it will be important to assess to what degree the Bangladesh government
used the development of the tourism sector as part of its overall political and economic
development strategies. The study tries to go beyond describing what the Bangladesh
government does towards the tourism industry. It tries to understand the causes and
consequences of policies, decisions and actions taken by various tourism stakeholders of
Bangladesh including Government. It will try to explain how Bangladesh, being isolated
for so many years from the rest of the world, managed to develop its tourism industry so.
In view of all these, the present study has been designed to give an overview of the
present status of tourism, pinpoint the key problems, identify the potential dimensions
i.e. issues and strategies to address development of the tourism industry of Bangladesh.

nd
24

. Pearce, D (1991), Tourist Development, Longman Scientific & Technical, New York, 2 Edition

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Chapter 2 Literature review and conceptual development

2.1 Introduction
This chapter is divided into two sections. The first section reviews the theory of tourism
development and the second section demonstrates how the review of tourism literature
nationally and internationally that focuses on tourism development strategies and issues
resulted in the formulation of the research propositions and a conceptual framework that
explains development of tourism industry in Bangladesh.
2.2 Tourism Development
Tourism development is commonly looked at as a set of economic activities which
contribute to the welfare and economic development of the so called tourist destinations.
Tourism is broadly justified as a vehicle of development, yet the meaning and objectives
of development often remain unclear. Traditionally, it has been equated with economic
growth, socioeconomic development being seen as the inevitable consequence of an
increase in per capita wealth (Mabogunje, 1980). 25. However, development by its nature
is a multi-dimensional process of change and may be explained in a variety of ways.
Harrison (1992) 26 and Woodcock and France (1994) 27 suggest that traditional
development approaches could prove a useful framework for the understanding of
tourism development patterns and processes. In literature, a lively discussion exists on
the various approaches of development and its range from the laissez-faire (simply
doing nothing) to diffusionism, dependency and sustainability, although no single
approach has ever attained absolute dominance. In addition, various alternatives theories
have been proposed for the implementation of the above approaches, such as capital
versus labor-intensive, large versus small, mass versus alternative and exogenous versus
endogenous.
In literature there are two types of models that contribute to the better understanding of
development: the explanatory and the descriptive. Explanatory models (e.g. diffusionist)
mean the factors (preconditions) that cause development or growth. In tourism according
to Rostow (1990) 28 and Auty (1995) 29 there are two pre-conditions of development,
namely the necessary and the sufficient. Necessary pre-conditions include various
factors that pull people to different destinations, very often nice landscapes and
archaeological sightseeing. However, although there are many destinations that have
25 Mabogunje, A. (1980), The Development Process: A Spatial Perspective. London: Hutchinson.
26 Harrison, D. (1992). International tourism and the less developed countries: The background. In: Harrison, D. (ed). Tourism and
the Less Developed Countries, London: Beihaven Press.
27 Woodcock, K. and France, L. (1994), Development theory applied to tourism in Jamaica. In: Seaton, A.V. (ed). Tourism: The
State of Art. Chichester: Wiley, pp.110-119.
28 Rostow, W.W. (1990). The Stages of Economic Growth: A Non-communist Manifesto. 3rd ed. Cambridge: Cambridge
University Press.
29 Auty, R.M. (1995). Patterns of Development: Resources, Policy and Economic Growth. London: Edward Arnold.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

some necessary pre-conditions but they never move from the potential of development to
actually developing, because they have lacking the sufficient preconditions, i.e.
somebodys will to develop the tourism industry, e.g. investments in infrastructure and
accommodation.

On the other hand Descriptive models (e.g. life cycle explanations, physical models and
enclave versus spread out developments) look at tourism from the angle of what appears
on the ground, e.g. large hotels, facilities etc. The most of the tourism development
research has been concentrated on descriptive explanations, mainly life cycle models
(Butler, 198030; Cooper, 199031; Martin and Uysal, 199032; Foster and Murphy, 199133;
Getz, 1992 34 ; Ioannides, 1992 35 ; di Benedetto and Bojanic, 1993 36 ; Johnson and
Snepenger, 199337; McElroy et al., 199338; Bianchi, 199439; Agarwal, 199740; Douglas,
199741; Goncalves and Aguas, 199742; Tooman, 199743; Oppermann, 199844; Priestley
and Mundet, 199845; Knowles and Curtis, 199946. Similarly, much research has been
conducted emphasising the outcomes of development - economic, socio-cultural and
environmental (Mathieson and Wall, 198247; Liu and Var, 198348; Haukeland, 198449;
Dogan, 198950; Ap, 199251; Tsartas, 199252; Uysal, 199253; Wheat, 199354; Archer and
Cooper, 1998 55 ; Buhalis and Fletcher, 1995 56 ; Haralambopoulos and Pizam, 1996 57 ;
Lindberg and Johnson, 199758; Korca, 199659; Brunt and Courtney, 199960).

30 Butler, R.W. (1980). The concept of tourism area cycle of evolution: implications for management of resources. Canadian
Geographer, 24 (1), pp.5-12.
31 Cooper, C. (1990). The life cycle concept and tourism. Conference Paper Presented at Tourism Research into 1990s.
Durham.University of Durham
32 Martini, B. S. and Uysal, M. (1990), An examination of the relationship between carrying capacity and the tourism life cycle:
management and policy implications. Journal of Environmental Management. Issue-31, pp.327-333.
33 Cooper Foster, D.M. and Murphy, P. (1991). Resort cycle revisited. The retirement connection. Annals of Tourism Research.
Issue-18(4), pp.553-567.
34 Cooper Getz, D. (1992). Tourism planning and destination life cycle. Annals of Tourism Research. Issue-19(4), pp.752-77O.
35 Ioannides, D. (1992). Tourism development agents: the Cypriot resort cycle. Annals of TourismResearch. Issue-19(4), pp.711731.
36 di Benedetto, C.A. and Bojamc, D.C. (1993). Tourism area life cycle extensions. Annals of Tourism Research.Issue- 20(3),
pp.557-570.
37 Johnson, J.D. and Snepenger, D.J. (1993). Application of the tourism life cycle concept in the Greater Yellowstone Region.
Society and Natural Resources. Issue-6, pp.127-148.
38 Cooper McElroy, J.L., de Albuquerque, K. and Dioguardi, A. (1993). Applying the tourist destination lifecycle model to small
Caribbean and Pacific Islands. World Travel and Tourism Review.Issue- 3,pp.236-244.
39 Bianchi, R. (1994). Tourism development and resort dynaniics: an alternative approach. In: Cooper, C.P. and Lockwood, A. (eds).
Progress in Tourism, Recreation and Hospitality Management. Vol. 5. Chichester: Wiley, pp.18 1-193.
40 Agarwal, S. (1997). The public sector: planning for renewal? In: Shaw, G. and Williams, A. (eds). The Rise and Fall of British
Coastal Resorts: Cultural and Economic Perspectives. London: Mansell, pp.159-158.
41 Douglas, N. (1997). Applying the life cycle model to Melanesia. Annals of Tourism Research. Issue-24(1), pp.1-22.
42 Goncalves, V.F.C. and Aguas, P. M.R. (1997). The concept of life cycle: an application to the tourist product. Journal of Travel
Research. 35(1), pp.12-22.
43 Tooman, L.A. (1997). Applications of the life-cycle model in tourism. Annals of Tourism Research.Issue- 24(1), pp.214-234.
44 Oppermann, M. (1998). What is new with the resort cycle. Tourism Management. Issue-19(2), pp.l79- 180
45 Priestley, G. and Mundet, L (1998). The post-stagnation phase of the resort cycle. Annals of Tourism Research. 25(1), pp.85 111.
46 Knowles, T. and Curtis, S. (1999). The market viability of European mass tourist destinations. A post-stagnation life-cycle
analysis. Tourism Research. 1(2), pp.87-96.
47 MathiesonA. and Wall, G. (1982). Tourism Economic, Physical and Social Impacts. London:Longman
48 Liu, J. and Var, T. (1983). The economic impact of tourism in metropolitan Victoria, BC. Journal of Travel Research. 22(2), pp.815.
49 Haukeland, J.V. (1984). Sociocultural impacts of tourism in Scandinavia: Studies of three host communities. Tourism
Management. 5(3), pp.207-214.
50 Dogan, H.Z. (1989). Forms of adjustment: sociocultural impacts of tourism. Annals of Tourism Research. 16(2), pp.216-236.
51 Ap, J. (1992). Residents' perceptions on tourism impacts. Annals of Tourism Research.19(4), pp.665-690.
52 Tsartas, P. (1992). Socio-economic impacts of tourism on two Greek islands. Annals of Tourism Research. 19(3), pp.516-533.
53 Uysal, M., Pomeroy, R.S. and Potts, T.D. (1992). County-level tourism impact assessment: A case in Beaufort county, South
California. Journal of Travel Research. 31(1), pp.57-65.
54 Wheat, S. (1993). Tourism negative impacts. Contours. 6(1), pp.37-38.
55 Archer, B.H. and Cooper, C. (1998). The positive and negative impacts of tourism. In: Theobald, W. (ed). Global Tourism: The
Next Decaded. Oxford: Butterworth-Heinemann, pp.73-91.

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Based on previous literature and theories, this chapter will present the components of
tourism developments process which range from the nature of development; the
approaches to development; how these approaches are implemented and the output and
outcome the development process.
2.2 .1 The Nature of Development
The definition of development is controversial and unstable over time. According to
Friedmann (1980) 61 and Oppermann and Chon (1997) 62 development as one of the
more slippery terms in our tongue and suggests development as an evolutionary
process with positive connotations. In most definition of development, a common
theme is that development encompasses change in a variety of aspects of the human
condition. Indeed, one of the simplest definitions of development is probably
Chambers (2004) 63 notion of good change, although this raises all sorts of questions
about what is good and what sort of change matters (as Chambers acknowledges),
about the role of values, and whether bad change is also viewed as a form of
development. Although the theme of change may be overriding, what constitutes good
change, there is no uniform or unique answer, because ongoing development of one
part of the community are not necessarily shared by other parts of that community, or in
society more widely. In particular, Friedmann (1980) 64 states:
Development is always of something, a human being, a society, a notion, an economy, a skill ...
It is often associated with words, such as under or over or balanced: too little, too much, or just
right ... which suggests that development has a structure, and that the speaker has some idea
about how this structure ought to be developed. We also tend to think of development as a
process of change or as a complex of such processes which is in some degree lawful or at least
sufficiently regular so that we can make intelligent statements about it (p.4).

Ingham (1993) 65 observes development in a similar manner to Friedman by attributing to

development a dual nature, consisting of both a process and a goal. Todaro (1994) 66
gives three goals of development: human survival needs (mainly food and shelter),
standards of living (such as education and health), and human rights (for instance social
justice and political sovereignty).
56 Buhalis, D. and Fletcher, J. (1995). Environmental impacts on tourism destinations: an economic analysis. In: Coccossis, H. and
Nijkamp, P. (eds). Sustainable Tourism Development. London: Avebury, pp.3-25.
57

Haralambopoulos, N. and Pizam, A. (1996) Perceived impacts of tourism. The case of Samos. Annals of Tourism
Research. 23(3), pp.503-526.
58
Lindberg, K. and Johnson, R.L. (1997). The economic values of tourism's social impacts. Annals of Tourism
Research. 24(1), pp.90-116.
59
Korca, P. (1996). Resident attitudes toward tourism impacts. Annals of Tourism Research. 23(3), pp.695-697.
60
Brunt, P. and Courtney, P. (1999). Host perceptions of sociocultural impacts. Annals of Tourism Research. 26(3),
pp.493-515
61
Friedmann, J. (1980). An alternative development? In: Friedniann, J., Wheelwright, E. and Connell, J. (eds).
Development Strategies in the Eighties. Development Studies Colloquium, Monograph No. 1. Sydney: University of
Sydney, pp.4-11.
62
Opperrnann, M. and Chon, K.S. (1997). Tourism in Developing Countries. London: Thompson.
63
Chambers, R. (2004) Ideas for Development. IDS Working Paper 238. Sussex: IDS.
64
Friedmann, J. (1980). An alternative development? In: Friedniann, J., Wheelwright, E. and Connell, J. (eds).
Development Strategies in the Eighties. Development Studies Colloquium, Monograph No. 1. Sydney: University of
Sydney, pp.4-11.
65
Ingham, B. (1993). The meaning of development: Interactions between new and old ideas. World Development.
21(11), pp.1803-1821.
66
Todaio, M.P. (1994). Economic Development. New York: LongmarlUniversity Press.

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Figure2.1 what is Development?

Development

as a
long term process of
structural societal
transformation

Development as a
short-to medium
term outcome of
desirable targets

Development as a
dominant discourse of
western modernity

There are three distinguish definitions of development (see Figure 2.1). The first is
historical and long term and arguably relatively value free development as a process
of structural societal change and it is historical and it has a long-term outlook, for
example development of rural or agriculture based society to an urban or industrial-based
society. In this conceptualization development relates to a wide view of diverse
socioeconomic changes. The second is policy related and evaluative or indicator led, is
based on value judgments, and has short- to medium-term time horizons development
as the MDGs, for example. This view is narrower in definition and is technocratic or
instrumental indeed, some might argue that it is too technocratic. It is simply
concerned with development as occurring in terms of a set of short- to medium-term
performance indicators goals or outcomes which can be measured and compared
with targets (for example changes in poverty or income levels). The third is postmodernist, drawing attention to the ethnocentric and ideologically loaded Western
conceptions of development and raising the possibilities of alternative conceptions.
This definition is based on the view that development has consisted of bad change and
bad outcomes through the imposition of Western ethnocentric notions of development
upon the Third World. The key element of this approach is that, development (and
poverty) is social constructs that do not exist in an objective sense outside of the
discourse (a body of ideas, concepts and theory) and that one can only know reality
through discourse.
Tourism is the worlds largest industry67. As a sector of the economy, tourism is used by
many countries to advocate economic development. It is used as a development strategy
due to its economic effects such as generating foreign exchange, creating employment

67

Scheyvens, R. and Momsen, J. H. (2008). Tourism and Poverty Reduction: Issues for small Island States. Tourism
Geographies, 10(1), pp 22-41.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

and stimulating local economies 68 . But development literature has almost neglected
tourism as a development approach (Apostolopoulos, 199469 ; Gunn, 199470 ; Sinclair,
199871). However, development through tourism is a strategy utilized by governments of
many countries to improve residents welfare through income and employment
generation, and to help a destination to move from a position of poverty or underdevelopment to a position of wealth or more development. If tourism development is
handled appropriately broader social goals can be achieved that contribute to the overall
wellbeing of society. It is suggested here that tourism has evolved, and has continuously
progressed along the trajectory path of development theory.
2.2 .2 Approaches to development
Development theory gives the suitable conceptual framework and platform to elucidate
the processes in tourism development. It shows these processes are not solely the result
of unilateral actions. Rather it provides the analytical framework where strands as well as
the progression in tourism development can be explored. So considering tourism as a
process of development, it is necessary to investigate following development approach
introduced by various development scholars.
2.2 .2 1 Laissez- faire approach
This theory comes from the notion that all men are created equal, that they are endowed
by their creator with certain unalienable Rights, that among these are Life, Liberty and
the pursuit of Happiness, Traditionally, laissez faire is a French phrase meaning, Let
do or Allow to do. It is known to represent a strain of economic and political thought
that calls for minimal government intervention in the private sector, characterized by a
hands off approach by the government, in hopes of having private sector solutions for
private sector problems. The phrase was usually used to indicate a doctrine which means
that freedom of operations of private enterprise, production system and exchange of
goods should be free from economic interventionism and taxation by the State beyond
the minimum requirement to maintain internal administration, security of private
property and protection against foreign invasion. In this way the phrase became
synonymous with free-market economy and became a slogan of the economic
libertarians. But such liberty or freedom of private sector cannot ensure basic social
values, such as equitable income distribution. Instead it encourages the gaining of vast
wealth through making more profit and power that lead to poverty of the major part of
the society. For tourism development this laissez-faire approach should not be applied
because in this approach state has no control over private venture and environment is a
source of tourist attraction as long as it is not damaged or go beyond control. This
approach has deadly effects due to uncontrolled tourism development on the survival of
environmental and cultural resources and the danger of destinations losing their

68

Sindiga, I. (1999). Tourism and African Development: Change and Challenge of Tourism in Kenya. Hampshire:
Ashgate.
69
Apostolopoulos, Y. (1994). The Perceived Effects of Tourism Industry Development: A Comparison of two
Hellenic Islands. PhD thesis. The University of Connecticut: Ann Arbor MI.
70

Gunn, C.A. (1994). Tourism Planning: Basics, Concepts, Cases. 3d ed. Washington: Taylor & Frances.
Sinclair, M.T. (1998). Tourism and economic development. Journal of Development Studies. Issue34(5), pp.1-51.
71

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Development of Tourism Industry In Bangladesh: Issues And Strategies

authenticity in the drive for quick and easy profit motive of laissez faire approach of
development.

2.2 .2.2 The Diffusionist paradigm

Diffusion means a process by which a characteristic spreads across space from one place
to another over time. It is the process of dissemination. When economic growth spreadsout from one location to a number of others is called diffusion process of development.
The diffusionist or modernization paradigm arouse from various steams of thought in
western social science. The essence of the thinking is that if developing countries are to
become developed then they must follow the path taken by the highly developed
countries over the past 100 to 200 years. Developing countries must duplicate the
experience of more developed countries for development is to occur in their countries. In
this paradigm development is equated with economic growth and modernization. It was
generally believed that the answer to all the problems of developing countries lay in
increase of per capita income. Developed countries or developed regions are assumed to
be capable of assisting the less developed regions through the diffusion of resources from
such developed regions to the less developed ones. In other words, advocates of this
paradigm believe in classical equilibrium theory of spread effects leading to spatial
equalization in terms of development. According to Sarre (1977) 72 and Potter et al.
(1999) 73, a prerequisite of diffusion process is the innovation, which does not have to
be something new, but may exist in other areas, and it can refer to tangible objects, like
machines, or less tangible phenomena, like tourism. This theory is based on the trickledown or multiplier effect, from more developed to less developed areas. Authors such as
Christaller (1964) 74 argued that tourism would create this effect and could be used for
developing regions where other economic sectors would not work.
There are two sides in diffusion in tourism. Firstly demand side and secondly supply
side. Demand side deals with how tourists are informed about the destination and decide
to visit it and supply side deals with the ways that a destination develops the tourism
industry. As for example supply side involves institutions e.g. governmental or
exogenous agencies that make decisions. In every tourist destination or tourist spots there
are some individuals or institutions that decide first to produce tourist facilities. When a
small number of producers create some tourist facilities that are successful in attracting
tourists, more individuals decide to adopt the innovation, usually located near existing
producers. Hagerstand (1967) 75 called this, the neighborhood effect on innovations. This
diffusion of innovation brings in social change by which alteration occurs in the structure
and function of the social system, by borrowing or adopting cultural traits of other
countries (Sethna, 198076; Rogers, 199577).
72

Sane, P. (1977). Innovation diffusion. In: The Open University (ed). _Spatial Analysis. Movement Patterns Units
18-21. The Open University.
73
Potter, R.B., Binns, T., Elliott, J.A. and Smith, D. (1999). Geographies of Development. Essex:Longman.
74
Christaller,W.(1964)Some considerations of tourism location in Europe: The peripherap Regions- underdeveloped
countries recreation areas.Papers in Regional Science, Volume 12, Issue 1, pp 95105
75

Hagerstand, T. (1967). Aspects of the Spatial Structure of Social Communications and the Djffusion of Innovation.
Chicago: University of Chicago Press.
76
Sethna, R.J. (1980). Social impact of tourism in selected Caribbean countries. In: Hawkins, D.E., Shafer, E.L. and
Rovelstad, J.M. (eds). Tourism Planning and Development Issues. Washington, DC: George Washington University,
pp.239-249.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Miossec (1977) 78 developed a diffusionist model of tourism space which describe the
structural evolution in time and space of tourist regions. He published this model in
France in 1976. He identifies five different phases regarding the changes that occur in the
provision of facilities (the resorts and of transport system) and in the behavior and
attitude of tourists, of local decision-factors and the host population in his diffusionist
model of tourism space(see Table 1). He argued (Figure 2.2) that diffusion happens in
five phases (0, 1, 2, 3 and 4) from isolation, with no development, to the creation of a
pioneer resort together with the necessary transportation means for the accessibility of
the resort, to a multiplication of resorts and further transportation links, and to saturation
through an even distribution of resorts across the country. Through these phases changes
in local attitudes occur that may lead to the complete acceptance of tourism, the adoption
of planning controls or even the rejection of tourism.
Pearce (1989) 79 describes the Miossec's model like this way, in the early phase (0 and 1)
of development, the area scarcely merits the term destination only occasional visitors
are present and residents and decision makers hold no particular attitude toward them. In
phase 2, once an area is discovered by tourists, a pioneer resort may be distinguished.
Attitudes toward the development change both positively and negatively. As the
destination develops, an increasingly complex hierarchical system of resorts and
transport networks evolves, while changes in local
Table2.1 Miossec's model of tourism development
Phases Resorts

Transportation

is
to

The attitude of
the
local
decision factors
and of the host
population
The
area
is Lack of interest Oscillates
isolated,
and of knowledge between mirage
transportation
and refusal
network is missing
Opening
the Vague
local Observation
connections
to perception
other areas

The
area
unknown
tourists

In the area appear

a
first
resort
(trailblazing
resort)
Multiplying
The development
resorts
of
the
transportation
network between
resorts

Organizing

Tourists
behavior

Progress in the
perception of the
places
and
itinerary

of Trips different Competition

The
preoccupation
for
improving
the
nfrastructure
that serves the
resorts
Demonstrating

77

Rogers, E.M. (1995). Dffusion ofInnovations. 4th ed. The Free Press, New York.

78

Miossec, J.M. (1977). Une modle de l'espace touristique. L' Espace Gographique. 6(1), pp.41-48.
Pearce DG 1989. Tourist development. 2nd ed. New York: Longman Scientific & Technical p.18.

79

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Development of Tourism Industry In Bangladesh: Issues And Strategies

vacation spaces in
each resort; the
beginning of the
hierarchization
and specialization
Hierarchic
specializations
saturation

tourist
circuits

regarding space
and segregation

Diverse system of The

connections
disintegration of
the space of
perception;
populating
the
area; saturation
and crisis

the dualist effect

of segregation

Total
tourism;
planned
development;
measures
for
ecologic
protection

Source: adapted from Miossec (1976)

attitudes may lead to the acceptance of tourism. The development pattern arrived at
through conscious decision making reflects the desires of all stakeholders (phases 3 and
4). Meanwhile, the tourists have become more aware of what the region has to offer with
some spatial specialization occurring, while some tourists change their behaviour and
move on to other areas.
Miossec's model presents several useful aspects. First it includes a dynamic element,
namely the development of the region in time and space. The notion of space / time
evolution is very important both in the analysis of past processes as well as in future
planning of the development. Secondly this development is seen as a whole; changes in
the behavior of tourists and local people are closely related to the increased number of
resorts and to the expansion of the transport network. The key factor is the relationship
between effect and development. However, Miossec may be criticized in that he failed to
recognize that tourism cannot develop in an empty space but usually develops within
an existing socioeconomic structure where some form of urban hierarchy and some
transport networks are already found (Pearce, 1989, p.18).

Again as said by Pearce (1989), the Miossec model remains the clearest and most
explicit conceptualization of the process of tourism development. Notably, the model can
be used for site-scale, destination-scale and regional scale cases to understand tourism
development and spatial transformations. Apparently the model has not attracted much
attention from researchers. In South Africa, Ferreira & Hanekon (1995) 80 used
Miossecs model as a framework at a regional level to analyze the emergence of
Warmbaths as a tourism region.
2.2.2.3 The Dependency theory of development
The third paradigm of tourism development is the dependency paradigm. Dependency
can be defined as an explanation of the economic development of a state in terms of the
external influences--political, economic, and cultural--on national development policies81
80

Ferreira S L A & Hanekom F (1995) Tourism and the local economy of Warmbaths, Northern Transvaal.
Development Southern Africa Issue-12, Volume- 2, pp 249-257.
81
Osvaldo S,(1969) "National Development Policy and External Dependence in Latin America," The
Journal of Development Studies, Vol. 6, no. 1, October 1969, p. 23

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. The common factor underlying this theory is that, most developing countries had
colonial past and thus are in dependent position in terms of political, economical and
institutional structures, as compared to developed nations, or rather, modernized societies
in the Western world. Therefore, these countries are indirectly dependent on the
developed world. This paradigm developed as a reaction to the diffusionist paradigm82.
While Rostows model deals with sequential stages of economic development and places
a particular country in one of the five stages of development (Rostow, 1960) 83 , the
diffusionist approachs central assumption is that development within a country is
inevitable, it occurs in stages, and that it is diffused from the core towards the peripheral
areas at one point (Christaller, 1955) 84 . The dependency paradigm found its way in
tourism studies in the late 1970s and early 1980s (Matthews, 1977) 85.The dependency
paradigm in tourism studies gained popularity with the realization that tourism did not
bring the initially expected benefits to developing countries. According to Opperman and
Chon (1997) 86, the international orientation and organization of mass tourism requires
high investment costs and has led to high dependency on foreign capital, know-how and
management personnel which the developing countries do not possess.
According to Britton (1982) 87 , Opperman and Chon (1997) 88 and Mbaiwa, (2003) 89 ,
tourism in the developing countries largely relies on demand from and is organized from
developed countries creating a type of tourism called enclave tourism. Brittons enclave
model of tourism in developing countries shows the two-tier dependency
Figure2.2: The Enclave Model

82

Oppermann, M., & Chon, K. S. (1997). Tourism in developing countries. London: International
Thomson Business Press
83
Rostow, W. W. (1960). The stages of economic growth. New York: Cambridge University Press.
84
Christaller, W. (1955). Beitrage zu einer Geographie des Fremdenverkehrs. Erdkunde, 9, 119.
85
Matthews, H. G. (1977). Radicals and third world tourism: A Caribbean focus. Annals of Tourism
Research, 5, 2029
86
Oppermann, M., & Chon, K. S. (1997). Tourism in developing countries. London: International
Thomson Business Press
87

Britton, S. G. (1982). The Political economy of tourism in the third world. Annals of Tourism Research,
9, 331358.
88
Oppermann, M., & Chon, K. S. (1997). Tourism in developing countries. London: International
Thomson Business Press
89
Mbaiwa, J. E. (2003a). Basket production and marketing in the villages of Shakawe, Nxamasere and
Xhaoga in West Ngamiland district, Botswana: A baseline study. Botswana, Maun: Conservation
International.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

that exits where, developing countries depend on metropolitan countries and, within
developing countries, peripheral, rural areas depend on the urban centres and particularly
the capital city (Opperman and Chon, 1997, 41) 90. Dependency theorists believe that
tourism tends to benefit developed countries because most of the tourists in developing
countries are from the industrialized world. These tourists use their own international
airlines, and the goods and services that they use in the destination area are imported
from their countries.
Critics of the dependency paradigm point out that its main focus is on foreign ownership
of tourism facilities, however, not all accommodation or transportation chains are in the
hands of developed countries (Oppermann & Chon, 1997) 91. In addition, the dependency
theory neglects the importance of domestic institutions, particularly local and national
governments, and consequently those bodies influencing the industrys development
process. Oppermann and Chon note that many developing countries have established
their own airlines and several of them are very successful. In addition, some companies
in developing countries have become very prosperous hotel chains that are not only
offering accommodation facilities in developing countries but also have bought or
developed properties in industrialized countries. The most significant limitation of the
dependency theory is its failure to formulate alternative prescription, for tourism
development in developing countries (Oppermann & Chon, 1997).

90

Oppermann, M., & Chon, K. S. (1997). Tourism in developing countries. London: International
Thomson Business Press
91
Oppermann, M., & Chon, K. S. (1997). Tourism in developing countries. London: International
Thomson Business Press

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The dependency paradigm also neglected the domestic aspects of tourism in developing
countries, as illustrated by Brittons (1982) 92 second model: the structural model of
tourism in developing countries (Figure 2.4). Britton tries to explain that dependency
does not exist only between metropolitan and developing countries, but also within
developing countries, between the more developed urban centres and the peripheral
areas. Tourism development does not develop in an empty space but usually develops in
the capital and large urban centres with proximity to international airports. Companies
located in the urban centres of developing countries have the financial ability and
political support to invest in the peripheral areas (Potter et al., 1999) 93. As a result, these
companies control the industry of the periphery, reducing further the economic benefits
of peripheral regions.
2.2.2.4 The sustainable development approach
The abovementioned approaches fail to recognize the needs of the local community and
the importance of environmental and cultural conservation in development. As a result, a
more contemporary approach was originated, the sustainable development approach. The
concept of sustainable development is a complex and also an internationally contested
concept. Appeared in the early 80ies initially as economic development new point of
view aiming to reduce negative impact on natural environment, lately developed and was
adopted by the ecology movement for protecting and preserving the world natural
environment. In 1993, United Nations has decided after voting in 1992 to form the
World Commission on Environment and Development with a main clear objective to
protect the natural environment and apply the principles of sustainability. The major aim
of sustainable development is to direct changes from development towards a more
idealized and greener future (Woodcock and France, 1994) 94 . The concept of
sustainable development has been defined in many ways. The most widely accepted
definition of sustainable development has been given by the World Commission on
Environment and Development in the Brundland Report Our Common Future,
describing it as:
Development that meets the needs of the present without compromising the ability of
future generations to meet their own needs ... (It is) a process of change in which the
exploitation of resources, the direction of investments, the orientation of technological
development, and institutional change are all in harmony and enhance both current and
future potential to meet human needs and aspirations (WCED, 1987, p.43) 95.
From the above definition it is clear that sustainable development, as with all the other
development approaches, is a process of change. However, this approach gives
importance on the preservation of resources and respects the needs of future generations.

92

Britton, S.G. (1982). The political economy of tourism in the third World. Annals of Tourism Research.
9(2), pp.331-358.
93
Potter, R.B., Binns, T., Elliott, J.A. and Smith, D. (1999). Geographies of Development. Essex:
Longman.
.
94

Woodcock, K. and France, L. (1994). Development theory applied to tourism in Jamaica. In: Seaton,
A.V. (ed). Tourism: The State ofArt. Chichester: Wiley, pp.110-119.
95
WCED (World Conmiission on Environment and Development) (1987). Our Common Future. Oxford:
Oxford University Press.

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Aronsson (1993) 96 recommended sustainable development as a matter of
simultaneously preserving, the richness of species and the multiplicity in a natural area,
and striving to develop a community in order to achieve a better life for the people. The
definition pays particular attention to the satisfaction of human needs, in particular the
essential needs of the worlds poor, such as sufficient food, clean water, shelter, clothing
and jobs, as well as the normal human aspirations for those things which contribute to a
better quality of life, such as higher standards of living, greater consumer choice, more
security and increased vacation opportunities (WCED, 198797; Hunter and Green, 1995)
98
. Where these basic needs are not being met, sustainable development requires
economic growth as a weapon in the fight against poverty and under-development. Only
with economic growth, and under the conditions of increasing productive potential and
ensuring equitable opportunities for all, is the capacity to alleviate poverty and solve
environmental threats successful (Janssen et al., 1995) 99.
Tourism was once promoted as a clean and harmless economic activity; free of the
environmental impacts attributed to other industries, such as manufacturing, mining, and
intensive agriculture. However, Sustainable tourism is tourism that is developed and
maintained in a manner, and at such a scale, that it remains economically viable over an
indefinite period and does not undermine the physical and human environment that
sustains and nurtures it (Harris et al, 2002,36) 100. Hunter (1997, , as cited in Scheyvens,
2002) 101 defines sustainable tourism as a set of principles, policy prescriptions, and
management methods which chart a path for tourism development such that a destination
areas environmental resource base (including natural, built, and cultural features) is
protected for future development. Many researchers presented guidelines for sustainable
tourism development, and the ten dimensions listed in the following Table-2.2 that are
only a summary of the ones found in tourism literature ( Boers & Bosch, 1994102; Borg,
1998103; Bramwell et al., 1996104 ; DAmore, 1992105 ; Diamantis, 1999 106 ; Heukemes,
1993107; Manning & Dougherty, 1995108; Mowforth & Munt, 1998109).

96

Aronsson, L. (1993). Sustainable tourism systems: the example of sustainable rural tourism in Sweden.
In: Bramwell, B. and Lane, B. (eds). Rural Tourism and Sustainable Tourism Development. Clevedon:
Channel view, pp.77-92.
97
WCED (World Conmiission on Environment and Development) (1987). Our Common Future. Oxford:
Oxford University Press.
98

Hunter, C. and Green, H. (1995). Tourism and the Environment: A Sustainable Relationship? London:
Routledge.
99
Janssen, H., Kiers, M. and Nijkamp, P. (1995). Private and public development strategies for sustainable
tom-ism development of island economies. In: Coccossis, H. and Nijkamp, P. (eds). Sustainable Tourism
Development. London: Avebuiy, pp.65-83.
100
Harris R. et al, 2002: Sustainable tourism: a global perspective, Butterworth Heinemann, Oxford
101
Scheyvens, R., 2002: Tourism for development: Empowering communities, Pearson, Essex
102
Boers, H. & Bosch, M. (1994): The earth as a holiday resort. An introduction to tourism and the
environment. SME/Institute for Environmental Communication and Netherlands Institute of Tourism and
Transport Studies. Utrecht.
103
Borg, P. (1998): Kestvyyden kriteerit matkailuelinkeinon palveluksessa. In: Saarinen, J. & Jrviluoma,
J. (eds): Kestvyys luonnon virkistys- ja matkailukytss. Metsntutkimuslaitos. Vantaa, pp. 514.
104
Bramwell, B., Henry, I., Jackson, G. & van der Straaten, J. (1996): A framework for understanding
sustainable tourism management. In: Bramwell, B., Henry, I., Jackson, G., Prat, A., Richards, G. & van der
Straaten, J (eds.). Sustainable Tourism Management: Principles and Practice. Tilburg University Press.
Tilburg, pp. 2371.
105
DAmore, L. (1992): Promoting sustainable tourism the Canadian approach. Tourism Management.
Sept., pp. 258262

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Table 2.2- Guidelines supporting sustainable tourism development

Serial Guidelines supporting sustainable tourism development
No.
1
Actors involved in tourism should have an ethical responsibility to avoid the
misuse of the resources the tourism industry depends on and clear sustainable
aims must be set.
2
The growth of tourism must be controlled.
3
The tourism planning perspective must be long-term.
4
All resources environmental, economic, social, cultural and political must be
considered in a tourism development process and the carrying capacity must be
assessed.
5
Special attention should be paid to the essential needs of the poor.
6
Tourism development must be locally anchored and all the actors involved
consulted, and cooperation must be stressed.
7
The diversity of the different tourism resorts must be recognized and the
principles of sustainable tourism development must be applied to the unique
character of an area.
8
The interests, reasons and goals of the different actors for supporting a
sustainable tourism development must be understood.
9
A trade-off approach to a balanced approach between different resources must
sometimes be accepted on an operational level
10
An assessment of the negative and positive impact on the different actors must
be carried out.
Butler (1996) 110 incorporated the principles expressed previously by international
organizations and gave a comprehensive definition of sustainable tourism:
Tourism which is developed and maintained in an area (community, environment) in such a manner and at
a such a scale that it remains viable over an indefinite period and does not degrade or alter the environment
(human and physical) in which it exists to such a degree that it prohibits the successful development and
well-being of other activities and processes (Butler, 1996, p.13).

Butlers (1996) definition of sustainable tourism shares many features of the term
sustainable development, such as that tourism should contribute to development and
maintenance, while the type and scale used should ensure long-term viability of the
development. The definition also recognizes that tourism activity has human and
physical impacts on destination areas that should not prohibit any other activities and
processes. To these ends, ETB (1991) 111 investigated sustainable tourism development,
as a relationship that exists between the three components of the tourism-operating
106

Diamantis, D. (1999): Green Strategies for Tourism Worldwide. Travel & Tourism Analysis, No. 4, pp.
89112.
107
Heukemes, N. (1993): Loving them to death? Sustainable tourism in Europes Nature and National
Parks. Federation of Nature and National Parks of Europe (FNNPE). Grafenau. Germany.
108
Manning, E. & Dougherty, D. (1995): Sustainable tourism: Preserving the golden goose. Cornell Hotel
and Restaurant Administration Quarterly. Vol. 36, No. 2, pp. 2942.
109
Mowforth, M. & Munt, I. (1998): Tourism and Sustainability. New tourism in the Third World.
Routledge. London
110
Butler, R.W (1996). Problems an 4 possibilities of sustainable tourism: The case of the Shetland Islands.
In: Briguglio, L., Butler, R., Hariison, D. and Filho, W.L. (eds). Sustainable Tourism in Islands and Small
States: Case Studies. London: Pinter, p13.
111
ETB (1991) Tourism and the Environment: Maintaining the Balance. London: English Tourist Board

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environment, namely, tourists, host community and destination environment (Figure
2.3). This relationship is both complex and dynamic, and can bring costs and benefits
to the destination and the host community. Consequently, the long-term objective of
sustainable tourism should be to maintain a harmonious balance between these three
components, whilst protecting the resource base.
Figure 2.3: Model for sustainable tourism
Visitor

External influence

External influences

Place

Host community

External influences

In effect the doctrine tourism nurtures the goose that lays the golden egg and the
notion that there is a symbiotic relationship between tourism and the environment are
questionable (Wheeller, 1994, p.652) 112. Nevertheless, tourist destinations today depend
upon clean physical surroundings, protected environments and the distinctive cultural
patterns of local communities. Destinations that do not offer environmental quality are
usually suffering a decline in quality and tourist use. Consequently, any economic
activity, including tourism, should ensure a capacity for continuance. Furthermore, host
communities should decide the number of tourists that the destination can attract without
any disruption of a communitys life or cultural and environmental degradation.
Therefore, sustainable development strongly suggests that the involvement of the local
community in the development process (the bottom up approach) is a prerequisite for
sustainability (Godfrey, 1993) 113.

112

Wheeller, B. (1994) Egotourism, sustainable tourism and the environment - a symbiotic, symbolic or
shambolic relationship. In: Seaton, A.V. (ed). Tourism: The State of Art. Chichester: Wiley, p652.
113
Godfrey, K.B. (1993) Tourism and Sustainable Development: Towards a Sustainable Framework. PhD
thesis. Oxford: Oxford Brookes University.

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2.2.3 Implementation of development approaches
For the implementation of the above development approaches, there are various options
available to developers and planners wishing to expand the tourism industry of a region,
which concern mainly the process and/or funding of development, and frequently refer to
issues, such as:
type of production (capital versus labour)
degree of control and ownership (endogenous/local versus exogenous/foreign);
scale (small versus large); and
forms of tourism (alternative/soft/sustainable versus mass/hard/nonsustainable).
2.2.3.1 Capital versus labor-intensive development
Which method is employed in production, whether capital intensive or labor-intensive,
would depend on the capital-labor ratio. The capital-labor ratio is the ratio of the amount
of capital to amount of labor, used to produce any given output. If that ratio is high,
indicating the use of much capital relative to labor, production is called capitalintensive. If the ratio is low indicating relatively little capital per unit of labor,
production is called labor-intensive.
Some people on one side believe labor-intensive method of production will result in
increased economic development whereas others on the other side think capital intensive
methods will enable developing countries in particular, to grow faster.
2.2.3.1.1 Some arguments in favor of capital-intensive methods
Labor is sufficiently available and cheaper in most economies. Labor-intensive
method, it is argued therefore could lead to reduced cost of production. Capital
however, is scarce and expensive and in the case of less developed economies,
has to be imported with scarce foreign exchange. If so, this would increase
expenditure on imports and could affect the balance of payment of the economies
involved, adversely. For this and other reasons labor-intensive method is favored.
It is also believed that if labor-intensive methods are employed, the abundant
unemployed labor in most economies today will be employed, thus solving the
unemployment problems. If the marginal propensity to consume (MPC) is high,
more goods and services would be demanded which will result in economies of
scale.
It is also argued that capital intensive method leads to dualism in the economy,
so that most of the capital equipment and capital-intensive methods of production
are in the urban areas, creating an urban capital center and the labor rural center
where jobs and social amenities are inadequately provided. This situation leads to
rural-urban migration.
2.2.3.1.2 Some arguments in favor of labor intensive methods It argued that labor-intensive methods do not readily adopt to change. Capitalintensive method can however, easily be adjusted to suit modern trends in
production due to their flexibility.
The farmer, for instance using capital-intensive methods of production can
produce far more than the one using labor-intensive means. Capital-intensive
methods are therefore clearly associated with high levels of output. For this

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Development of Tourism Industry In Bangladesh: Issues And Strategies

reason poor countries must opt for this method if they increase their pace of
development.
It is believed that developed countries such as the United States, Britain, Japan,
France, Germany and recently, China have attained their levels of development
by adopting capital-intensive methods of production. Therefore developing
economies must also invest heavily in this technique of production in order to
develop. This is a historical reason rather than an economic one.

In spite of the reasons advanced in favor of the two methods of production, and against
the other, it is important that the two techniques of production be married in order for
any economy to achieve sustainable economic development.
There are numerous studies focused on the issue development of tourism industry should
be based on capital or labor in tourism literature. Table2.3 summarizes some of the
studies which focused on capital versus labor intensive tourism development.
Table2.3: Research studies on capital versus labor intensive tourism development
Name
of
the Investigated issues
researchers
Mings, 1969 114 ; Tourism as a labor-intensive industry that requires limited
Brown, 1985 115 ; capital investment to create employment
Culpan, 1987 116 ; Hall,
1994117
Cleverdon, 1979 118 ; The cost of employment creation in the tourism industry
Bond and Ladman, compared to other economic sectors, and they suggest that it is
1980 119 ; Van Houts, substantially less. For example, an automobile factory requires
1983 120 ; Morrell, heavy capital investment, but generates relatively fewer jobs
1985 121 ; Lever, than a similar amount of investment in tourism.
1987 122 ; Lickorish,
1991123
Williams and Shaw The development of the tourism industry involves a complex
1991124;
of other industries, e.g. transport, retailing and associated
manufacturing, to provide services, products, facilities and
infrastructure.
114

Mings, R.C. (1969). Tourism's potential for contributing to the economic development in the Caribbean. Journal of
Geography. 68, pp.173-177.
115
Brown, G. (1985). The tourism industry in Australia. In: Dean, J. and Judd, B. (eds). Tourist Developments in
Australia. Canberra: Royal Australian Institute of Architects Education's Division, pp.8-li.
116
Culpan, R. (1987). International tourism. Model for developing countries. Annals of Tourism Research. 14 (3),
pp.541-552.
117
Hall, C.M. (1994). Tourism and Politics: Policy, Power and Place. Chichester: Wiley.
118
Cleverdon, R. (1979). The Economic and Social Impact of International Tourism on Developing Countries. Special
report no. 60. London: Economist Intelligence Unit.
119
Bond, M.E. and Ladman, J.R. (1980). International tourism: an instrument for Third World development. In:
Vogeler, I. and de Souza, A.R. (eds). Dialectics of Third World Development. New Jersey: Rowman and Allanheld,
pp.23 1-240.
120

Van Houts, D. (1983). Female participation in tourism employment in Tunisia: some economic and
non-economic costs and benefits. Tourist Review. 3 8(1), pp.25-30.
121
Morrell, J. (1985). Employment in Tourism. London: British Tourist Authority.
122

Lever, A. (1987). Spanish tourism migrants. The case of Lloret de Mar. Annals of Tourism Research. 14(4), pp.449470.
123
Lickorish, L. (1991). Developing Tourism Destinations: Policies and Perspectives. London: Longman
124

Williams, A.M. and Shaw, G. (1988). Tourism: candyfloss industry or job generator. Town Planning
Review. 59(1), pp.81-103.

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Agarwal et al. 2000125;
Cleverdon, 1979 126
McCann, 1983 127
Kontogeorgopoulos,
1998128

Due to technological advances and the introduction of

information technology, some tourism sectors have become
more labor intensive.
; In the accommodation sector, the level of employment
; generated (as well as income) depends on the size of the
establishment. In particular, small and medium-sized
enterprises provide more employment per visitor with less
capital than larger establishments. In contrast, international and
larger hotels are more capital-intensive, and although they have
a higher employment per bed ratio for the reason that they
cater for most of the tourists needs, they create few
employment opportunities and little income outside the hotel
complex.

Since in developing countries, labor is abundant and capital is scarce, tourism can be
used as a labor-intensive solution for economic development. Thus, governments should
specify their preference for labor or capital-intensive development according to their
present capability and future direction. If the major development aim of a country is to
raise the present level of employment and consumption, as compared to future growth,
more labor-intensive techniques should be favored. On the other hand, if a country aims
towards future growth in relation to present welfare, the more capital-intensive methods
of production should be followed (Thirlwall, 1972) 129. Alternatively, Cukor (1974) 130
suggests that the use of capital-intensive and labour-intensive technologies together:
allows capabilities and production to be increased, without freezing capital in outdated
technologies and in this way taxing the future, and it allows the more capital-intensive
technologies to be introduced in the auxiliary operations at later stages, as capital
becomes more abundant and labor more scarce (p.217).

2.2.3.2 Exogenous versus endogenous development

The word Exogenous comes from the Greek words "exo" and "gignomi", meaning
"outside" and "to come to be" refers to an action or object coming from outside a system.
It is the opposite of endogenous, something generated from within the system.
When tourism development occurs under greater government supervision, by following
environmental regulations, facing perceived threats from future law and taking trade
association memberships is called Exogenous tourism development .
125

Agarwal, S., Ball, R. Shaw, G. and Williams, A.M. (2000). The geography of tourism production:
Uneven disciplinary development? Tourism Geographies. 2(3), pp.241-263.
126

Cleverdon, R. (1979). The Economic and Social Impact of International Tourism on Developing Countries. Special
report no. 60. London: Economist Intelligence Unit.
127
McCann, B. (1983). The economic impact of tourism. In: Pacific Area Travel Association (ed). Workshop on
Measuring the Impacts of Tourism. Hong Kong: Pacific Area Travel Association.
128

Kontogeorgopoulos, N. (1998). Accommodation employment patterns and opportunities. Annals of

Tourism Research. 25(2), pp.314-339.
129

Thirwall, A.P. (1972). Growth and Development with Special Reference to Developing Economies. London:
Macmillan
130
Cukor, G. (1974). Strategies of Industrialisation in the Developing Countries. London: Hurst &Co.

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Exogenous tourism development can be clustered into four categories: regulation,

economic advantage, pressures from the businesses environment, and pressure from
stakeholders.
.Regulatory: Tourism stakeholders are obliged to follow environmental and social laws
in their everyday practice. Hence, the more strictly the law is enforced and the higher the
associated costs of breaching the law are (both in personal liability and/or financially),
the stronger the drive for change.
Pressures from the business environment: supply chain pressure to conform to
sustainable and responsible practice e.g. holiday marketing companies who will work
only with sustainable and responsible certified hotels or pressure from the brand which
the business is operating under. Additionally, a company which operates the
accreditation scheme and wishes to raise awareness of this option will market the new
operational practices.
Economic advantage: Tourism stakeholders adopt sustainable and responsible practices
because they believe it could enhance business performance e.g. reducing operating costs
and improving efficiency, developing innovative products and services for access to new
markets, and reducing a companys liabilities through integrated risk management.
Pressure from the stakeholder environment: increasing environmental awareness
amongst customers and providers alike leading to sustainable development being
implemented. There is empirical evidence demonstrating tourists good intentions in
sourcing environmentally and socially responsible products, however, the development
of this pressure is slow (Miller, 2003 131 ; Font, 2007 132 ). Likewise, shareholders who
believe in sustainable development have influence on the operators to adopt responsible
practices.
All four categories influence all tourism stakeholders at a micro level (i.e., within the
same industry of a specific country) (Claver-Corts et al., 2007) 133 . For example, all
hotels are engaged in the same type of industrial activity (i.e. providing accommodation)
and face the same environmental regulations, and are likely to submit to the same types
of consumer pressure while operating a profitable business. Although all four categories
have an equal influence, businesses differ in the way they respond. These responses can
be divided up according to their degree of reactivity towards responsible management
practices: from proactive through to intermediate and reactive (Claver-Corts et al.,
2007).
On the other hand, endogenous tourism development means a form of local development
that activates the participating initiatives and local development factors (organizations,
actors, local businesses, local initiatives and spirit of enterprise) for sustainable
131

Miller, G. (2003). Consumerism in sustainable tourism: A survey of UK consumers. Journal of Sustainable

Tourism, 11(1), 17-39.
132
Font, X. (2007). Ecotourism certification: potential and challenges In J. E. S. Higham (Ed.), Critical issues in
ecotourism: understanding a complex tourism phenomenon. Oxford: Butterworth-Heinemann.
133
Claver-Corts, E., Molina-Azorn, J. F., Pereira-Moliner, J., & Lpez-Gamero, M. D. (2007). Environmental
Strategies and Their Impact on Hotel Performance. Journal of Sustainable Tourism, 15(6), 663-679.

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consumption of natural and man resources, by making use of the production structure,
the work market, the spirit of enterprise, the innovation, the social structure; the final
goal is the achievement of an integrated tourism development. The endogenous tourism
development is recommended for many developing countries, due to the comparative
advantage they have in natural, cultural etc. resources, which favor the development of
tourism.
The endogenous tourism development considers space as a key factor of the social
reform and aims at a process of structural change that leads to the qualitative
improvement of everyday life and the rise of the inhabitants standard of living. It
emphasizes on making the most of local natural, man and financial resources; on the
development of technology and innovations of local character that increase the
productivity of the local system; on the activities of small scale that are easier to
incorporate in the local production web, and on the participating procedure for the
elaboration and the accomplishment of Local Development Programs.
The main goals of the endogenous tourism development are the following:
Meeting the basic needs of the inhabitants
Auditing the negative impact of tourism development
Making most of the local production resources
Boosting local initiatives for the creation of small and middle sized tourism
businesses
Promoting flexible forms of tourism employment in the modern organization of
labor market
Reducing unemployment, increasing receipts
Promoting the goals of the tourism policy at a local and regional level
Creating a tourism conscience
Boosting the role of local actors involved in the tourism circuit
Reinvesting business profits in the area
Connecting organically the tourism production and transaction activity with the
other branches of local economic activity
Reducing the dependence on big travel organizations
Creating a balanced tourism development

The preconditions for the achievement of these goals are the following:
Defining the limits of small districts of programming for the promotion of the
endogenous tourism development at local level
Forming the appropriate institutional frame for the participating programming
Training executives to support participating initiatives, to boost local business
activity and to promote modern technology at local level.
Now a question arises whether tourism development can be initiated and carried out on
the basis of exogenous tourism development or the endogenous tourism development.
The preceding two frameworks are usually discussed separately; however they could be
combined into a single conceptual framework. Thus, in cases where endogenous tourism
development is not possible, it is recommended that governments should try to keep,
where possible, the maximum control of development and attempt to increase the local
communitys involvement, e.g. by providing investment incentives to local entrepreneurs
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and introducing legislation that increases job opportunities for the local population.
Alternatively, if the destination has the capability and financial resources for endogenous
development, governments should encourage endogenous factors of development and try
to exploit reasonable the available socio-cultural and environmental resources.
2.2.3.3 Large versus small scale development
Different scales of tourism development have different results. According to Rodenburg
(1989, p.207) 134 development of small and craft tourism in Bali could bring more
benefits to the island and the host population. Similarly, Long and Wall (1995) 135
propose that small-scale development may be the solution to some of the challenges
faced by tourism developers, and proposed that the dynamic processes, which
accompany small-scale tourism, must be understood and anticipated for the good of an
areas development. Wanhill (2000) 136 argues that in developing countries tourisms
economic objectives of increasing earnings, foreign exchange, investment and job
opportunities, as well as minimizing adverse social and cultural effects are not best
promoted through inward investment and large tourism development but through
enhancing micro and small scale development. Similarly, Hall (as edited by Harrison,
1997) 137 looked at tourism development in Cuba asserting that indigenous industries
were receiving a boost from tourism development. Rogerson (2003) 138 studied the
constraints and opportunities faced by tourism based micro and small enterprises in
South Africa. He argued that it was only through small enterprises that rural people can
participate in tourism. In these enterprises, the opportunities for MSEs or labour by the
poor are maximized. He argued that the government had the responsibility to involve
local communities in tourism through the development of economic linkages such as
supply of agricultural produce to lodges, outsourcing of laundry etc. Kirsten and
Rogerson (2002) 139 supported this view of development of linkages between tourism and
small enterprises. Such involvement would lead to sustainable tourism.
To sum up,, local community gets the control of the tourism development process in
small-scale development and has low impacts on the destination. As a result, it can
ensure the sustainable development of a destination and therefore it can be integrated
more easily into the existing socio cultural and economic environments of the
community. However, in compare to large-scale development it creates less employment
and income.
Therefore, tourism planners and developers should specify their preferences for large- or
small-scale development according to the types of tourist they want to attract, the capital
available, and the level of desirable control and participation of the local community in
134

Rodenburg, E.E. (1989). The effects of scale in economic development: tourism in Bali. In: Singh, T.V., Theuns,
H.L. and Go, F.M. (eds). Towards Appropriate Tourism: The Case of Developing Countries. Frankfurt, Peter Lang
Verlag, pp.205-226.
135
Long, V.11. and Wall, G. (1995). Small-scale tourism development in Bali. In: Conlin, M.V. and Baum, T. (eds).
Island Tourism: Management Principles and Practice. Chichester: Wiley, pp.237-257.
136
Wanhill, S., (2000). Small and Medium Tourism Enterprises. Annals of Tourism Research, 27: 148 -163.
137

Harrison, D., (1997). Tourism and the Less Developed Countries, West Sussex, England: John Wiley and Sons Ltd.

138

Rogerson, C. M. (2003). Tourism and Transformation: Small Enterprise Development in South Africa. Africa
Insight, 33 (1/2): 108-115.
139

Kirsten, M., and Rogerson, C. (2002). Tourism, Business Linkages and Small Enterprise Development in South
Africa. Development South Africa, 19 (1): 29 59.

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the tourism process. They have to decide before the expansion of the tourism industry
whether to build large-scale or small-scale enterprises, since after construction takes
place, it will be difficult to scale down the industry (Wheeller, 1991, p.92). 140
2.2.3.4 Mass versus alternative development
Tourism can have positive as well as negative effects on a region. It depends on the kind of
tourism developed in the tourist area. Alternative tourism and mass tourism can be
considered polar opposites, with alternative tourism being considered as the good and
mass tourism as the bad (Lane, 1989141; Pearce, 1992142; Lane, 1993143).
Mass tourism refers to modern, industrial tourism where large numbers of tourists are
transported, accommodated and entertained inexpensively by large mainstream tourism
enterprises in pre-packaged and highly organized tour arrangements. The tourism
industry is able to achieve standardization and economies of scale through the
organizational abilities of large corporations that feature in the modern, mass tourism
era.

On the other hand alternative or special interest tourism in part grew out of a reaction to
the sheer numbers and accompanying damage of mass tourism. It is ascribed such
attributes as limited-scale, low-impact, community-based and raised-awareness or
education and is frequently presented as the antithesis of mass tourism.
Additionally, in some instances mass tourism can be more appropriate and sustainable
than alternative tourism as it occurs in already developed areas with existing
infrastructure to cater for tourists whereas eco-tourists are attracted to fragile, pristine
environments where even their smaller numbers may have significant negative
environmental impacts. Figure 2.4 indicates the position of mass tourism in the tourism
network.

140

Wheeller, B. (1991). Tourism's troubled times: responsible tourism is not the answer. Tourism Management. 12(1),
pp.91-96.
141
Lane, B. (1989). Will rural tourism succeed? In: Hardy, S., Hardy, T. and Shaw, T. (eds). The Role of Tourism in
the Urban and Regional Economy. London: Regional Studies Association, pp.34-39.
142
Pearce, D.G. (1992). Alternative toursm: Concepts, classifications, and questions. In: Smith, V.L. and Eadingtom,
W.R. (eds). Tourism Alternatives: Potentials and Problems in the Development of Tourism. Philadelphia: University of
Philadelphia Press and International Academy for the Study of Tourism.
143
Lane, B. (1993). Sustainable rural tourism strategies: A tool for development and conservation. In: Bramwell, B.
and Lane, B. (eds). Rural Tourism and Sustainable Tourism Development. Channel view, Clevedon pp.1 02-111.

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Figure 2.4: The position of mass tourism in the tourism network.

Tourism

Industrial Tourism

Unindustrial Tourism

Mass Tourism

Holiday
Tours

Circuit
Tours

Individual Tourism

Others

Holiday
Tours

Circuit
Tours

Others

Tour Operators and Intermediaries

Self Organization

Package Tour

Retail Shopping

The birth of alternative tourism was due to high criticism for mass tourism and its
negative effects on destination areas. Alternative tourism incorporated soft tourism,
small-scale tourism, green tourism, nature tourism and integrated tourism. Alternative
tourism was used as a hope for proving consistency with natural, social and community
values, as alternative tourism could have less negative effects on destination areas,
environment and population without diminishing positive economic effects (Smith and
Eadington, 1992) 144.
Alternative tourism emphasized the idea of preserving social, natural and historical
assets of tourist destinations. Hence, it was considered as the main factor in tourism
development. As a consequence of alternative tourism, the concept of sustainable
tourism was used as the main goal for tourism development (Moscardo, 2001) 145.
On the contrary, mass tourism aims at quick economic revenues; hence, it places little
emphasis on environmental, social impacts and sustainable development. Alternative
tourism stresses slow sustainable growth, which can allow more sensitivity for local
social economic needs, where tourism revenues can be spent in the destination areas for a
long-term perspective tourism development (Dodds and Kuehnel, 2009) 146.
Mass tourism activities depend greatly on seasonal and climatic conditions. Hence, mass
tourism came to be known as sea-sun-sand tourism. Mass tourism activities are seasonal
activities, reaching high peak and high capacities during summer months. Therefore,
144

Smith Valene L. and William R. Eadington, eds. (1992). Tourism Alternatives: Potentials and Problems In The
Development Of Tourism. New York: John Wiley.
145

Moscardo G. (2001). Cultural and Heritage Tourism: The Great Debates, in Tourism In The Twenty-First Century,
ed. Bill, F. Gianna, M. and Eric, L. London: Continuum.
146
Dodds, R. & Kuehnel P. (2009). CSR among Canadian Mass Tourism Operators: Good Awareness but Little
Action, International Journal of Contemporary Hospitality Management 22 (2):221-244.

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there is a big inflow of tourists for popular mass tourism destinations during summer
months, creating a high population movement and congestion in high peak. Mass tourism
is based on large tourist groups, fixed programs (i.e., predetermined packages) directed
by tour operators and travel agencies. On the contrary, alternative tourism is based on
small groups, families and even singles, and alternative tourism activities could take
place all year round to create average capacities (Dodds, 2005) 147. (See table 2.4, next
page, for general features of mass and alternative tourism).
Table 2.4: Mass Tourism Vs Alternative Tourism
Distinction type

General Features

Tourist Behaviour

Mass Tourism
Rapid development
Maximizes
Socially,
environmentally,
inconsiderate, aggressive
Short Term
Remote control
Unstable
Price Consciousness
Quantitative
Growth
Peak holiday periods, seasonal

Alternative Tourism
Slow development
Optimizes
Socially,
environmentally,
considerate, cautions
Long Term
Local control
Stable
Value consciousness
Qualitative
Development
Staggered
holiday periods, no necessarily
seasonal
Capacity for high seasonal Staggered
demand
holiday periods, no necessarily
seasonal
Tourism
development Development only in suitable
everywhere
places
Large Groups
Singles, families,
small groups
Fixed program
Tourists directed
Spontaneous Decisions
Spontaneous Decisions
Comfortable and Passive
Demanding and active
148

Source: Gartner, 1996, pp 339-340

With reference to the table 1, it can be said that, alternative tourism can produce better
general features and tourist behaviors than mass tourism. Alternative tourism
incorporates all stake holders long term interest and quality of tourism and takes into
consideration local communities, their natural environment and resources. In
comparison, mass tourism has many disadvantages, but can produce high revenues at
high seasons and therefore cannot be ignored completely.
147

Dodds, R. (2005). New Tourism Realities for Sustainable Tourism Policy? Implications and Recommendations for
Stakeholders. TTRA Canada Conference, Kelowna, November 2-5, 2005.
148

Gartner, W. C. (1996). Tourism Development: Principles, Processes, and Policies. New York: Van Nostrand
Reinhold.

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From the above discussion it can be concluded that the alternative form provides more
benefits to the local community. It indicates human and physical capacity limitations and
contributes to the protection of the environment. Each community has its own capacity to
absorb tourists in order to maximize possible benefits and minimize costs. Such
outcomes can be better achieved through alternative tourism development directed
towards the attraction of a limited number of high quality tourists and community
involvement in the development process, and away from mass tourism with high quantity
of low quality tourists and high leakages resulting from foreign intervention.
In summary, although the above choices for the implementation of the development
approaches look dichotomous, they can be combined. For example, countries can
develop mass tourism in some areas and in others alternative, according to the desires of
the community, the existing patterns of development and the resources of each area.
2.2.4 Conclusion
This section has analyzed the major approaches of tourism development and implication
in tourism destinations development. Now tourism is considered alternative forms of
other economic development and used as a means to develop the peripheral regions of
the world. At first sight, the four development approaches (laissez-faire, diffusionist,
dependency and sustainability) are regarded as somewhat mutually exclusive paradigms.
However, all approaches represent the view that tourism as an economic activity implies
the notion of transition from one country to another. Among the four approaches
sustainability can be regarded the most distinct, mostly in the perspective it perceives
implementation of development, e.g. scale, degree of control and ownership, type of
tourists and involvement of the local community in the development. The belief, that
through sustainability destinations can achieve a more balanced development, has
attracted the attention of most researchers. Nevertheless, Wheeller (1992a149; 1992b150)
remarks that although the theoretical concepts of sustainability have been accepted by
most political authorities, there is little comprehension of its practical implications for
policy validation and implementation.

149
150

Wheeller, B. (1992a) pp.104- 105

Wheeller, B. (1992b), pp.D4 1 -D44.

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2.3 Literature review on national and international study

There is no doubt that a large number of research work on the field of tourism as a
subject has been done throughout the world. But surprisingly a relatively few works and
literature on the development of tourism industry worldwide have been found as yet.
Similarly enough study on the same area of tourism industry in Bangladesh is not
available. However, a few articles and research reports addressing the marketing issues
and dealing with the problems of the tourism industry in a skin-deep manner have been
available to the researcher. As a result literature review for this study comprised a
comprehensive study of both published and unpublished information on all aspects
pertaining to the tourism industry of Bangladesh.
In a study on marketing promotion strategies of the tourism industry in Bangladesh,
Hossain and Hossain (2002)151 mentioned that tourism industry has gained top priority in
most of the destination countries of the world and there exist increased competition
among the countries to attract tourists. But in the face of world-wide increased
competition, Bangladesh lacks far behind in attracting relatively larger number of foreign
tourists.
Debashis & Mehedi (2012) 152 concluded in their master thesis that there is a huge
difference between the real scenario of Bangladeshi tourism and the perception of
Swedes about it. It has been figured out at the interviews with some Swedish tourists that
the hidden attractions of Bangladeshi tourism have not been noticed to the Swedes for
negative images of flood-stricken Bangladeshi people that come frequently on Swedish
newspaper and sometimes the country is confused as country of natural disasters rather
than a tourism-friendly one. The questionnaire session also reveals that Bangladesh is
sometimes misunderstood as a part of India rather than an independent sovereign
country.
According to Tuhin & Majumder (2013) 153 Bangladesh needs to develop its human
resources for improving tourism marketing in local tourists as well as foreign tourist. In
Bangladesh, tourism has lot of potentiality to earn more revenue than presently what they
are earning. If Govt. and Non -government organization come forward and take the
responsibility for developing tourism industry, it will earn much more revenue.
Hasan (1992)154 investigated the present situation of Bangladesh tourism industry and
present marketing strategies in his research book Problems and Prospect of Bangladesh
Tourism Industry has blamed that Bangladesh tourism industry could not achieve the
remarkable progress in comparison to other neighboring (South Asian) countries though
the country is endowed with different tourism attractions.

151

Hossain, Md, Afjal and Hossain, Md. Jakir (2002), pp. 301-316

152

Debashis R & Mehedi H (2012). p65.

153

Tuhin W K M & Majumder H T M (2011) p288.

154

Hasan, Syed Rashidul (1992), pp. 107-109

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Ahmed (1996)155 revealed that possessing outstanding tourism resources is not sufficient
to lure the optimal number of tourists to a tourist destination. In the view of the author,
tourism promotion plays an important role in enhancing the competitive edge of one
tourist destination over another because of tourists image of a destination and the
attitude of tourists toward that destination seem to be two of the most important factors
responsible for this variation.
Das &, Chakraborty (2012) 156 found in their research It is widely recognized that
Bangladesh is very rich by the natural beauty and panoramic views, what a tourist wants
to enjoy. But there is lack of effective initiatives, proper management plan, and quick &
sincere effort from responsible authority.
According to Siddqui (2005), 157 the Marketing Communication Manager, Pan Pacific
Sonargaon Hotel, Bangladesh claimed that though Bangladesh has lots of things for
tourism, but the country lacks in the initiatives to expose it to the potential tourists.
Addressing the way to promote Bangladesh as a tourist destination, Chantarachoti
(2005) 158 found that in the eyes of foreigners Bangladesh is seen as a business
destination rather than as a tourist destination when in actual fact there are potentials to
explore in this country if properly promoted and promotion supported by government to
the outside world. He also blamed that though Bangladesh has its abundant potential for
growth of tourism industry could not utilized it properly due to lack of government
support as well as the right initiatives of the countrys NTO to highlight Bangladesh to
the eyes of foreigners as a tourist destination instead of a business destination.
Mitra (2005)159 criticized that Bangladesh does not have enough effort to promote the
country as a tourist destination. He argued that Bangladesh has to make aware to the
tourists about what to see, where to stay and what to eat. He emphasized for the
development of tourism industry, Bangladesh need to develop the infrastructure like
hotels, resorts, promoting more places and there should have a link of the government
tourism organization with the private sector to boost up the promotional activities for the
same.
Hossain and Firozzaman (2003)160 mentioned that Bangladesh tourism industry failed to
grow properly not merely because it lacks in enough attractions but suffering mostly due
to inadequate and effective promotional activities.
A paper by Majbritt (2010) 161 argues that the six (at present 7) Bangladeshi Division
offers both individually and combining a variety of natural and cultural destinations
suitable for tourist attractions. The duty of proper authority is to make it handy for the
interest group both from home and abroad.
According to Zahra (2012) 162 Bangladesh has functional attributes such as very warm
weather, low price, colorful culture, sea beach etc. and psychological attributes of
155

Ahmed, Zafar U. (1996), pp. 37-60

156

Das R K &, Chakraborty J (2012) p89

157

Siddiqui, Imtiaz Ahmed (2005), p. 21

158

Chantarachoti, Nivat (2005), p. 23

159
Mitra, A. K. (2005), p. 24
160
Hossain, Md. Afjal and Firozzaman, M. (2003), pp. 59-80
161
Majbritt, T. (2010), Eco-Resort for Sustainable Tourism, The Daily Star, April 29.
162

Zahra I (2012)p23
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Development of Tourism Industry In Bangladesh: Issues And Strategies

overcrowded, poverty stricken, happy and relaxed local life. This study suggests that
Bangladeshs uniqueness lies in its culture, food, Mangrove forests, Royal Bengal tiger,
which are functional imagery with some negative psychological imagery like discomfort
due to excessive warm climate, poverty, lack of appropriate tourism benefits of required
standard.
Hossain and Nazmin(2006) 163 depicted that according to the foreign tourists of
Bangladesh ,scenic beauty ranked first, cost of services second ,attitude of people third
,and so on down to facilities ranking the tenth.
Nath (2007) 164 observed that level of satisfaction with the overall tourism facilities and
services is at a level of 51% .The tourists judged by very poorly the level of night
entertainment, tour information, advertisement, and traveling agency services.
According to Rahman (2007) 165 Bangladesh industry has great potentials both as a
foreign exchange earner and provider of job opportunities with the resultant multiplier
effect on the countrys economy as a whole.
The News Today reported ( 2008) 166 the potentials of Bangladesh tourism sector still
remain unexplored by parties concerned mainly due to poor infrastructure facilities and
deterioration of law and order system (corruption and terrorism), whereas this sector in
different countries is a major source of revenue, employment generation and poverty
alleviation (The News Today February 18, 2008).
Akteruzzaman & Ishtiaque (2001) 167 revealed that tourism industry in Bangladesh is
becoming an emerging issue both for the public and private sector to establish their
eligibility for accomplishing a successful business as well as marketing activities
development.
Ali & Mohsin (2008) 168 suggest that the activity of attracting local and foreign tourists
to tour different areas of Bangladesh requires proper maintenance of the archeological,
historical and natural scenic beauty spots and arranging for advertising and promotional
campaign.
Sofique A .M & Parveen A J (2009) 169 revealed that to achieve the goals and meet the
challenges set for the travel and tourism industry in Bangladesh, a strong and cooperative partnership between government departments as well as national tourism
authorities, international and national trade associations, and the travel and tourism
private sector is required.
From the above reviews and discussions, it is seen that no research is done on
development of tourism industry independently to flourish its economic viability as well
163

Hossain,Md.Afjal and Nazmin,Sultana(2005).Vol.17

Nath, Narayan Chandra(2007)
165
Rahman .M.M (2007)
166
The News Today February 18, 2008
167
Akteruzzaman & Ishtiaque (2001)pp109-111
164

168
169

Ali M M& -Mohsin S C (2008)p3

Sofique A .M & Parveen A J (2009) p53
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Development of Tourism Industry In Bangladesh: Issues And Strategies

as to remove constraints. In this regard, this research is an initiative to make up the gap
by the researcher.

2.4 Conclusion
The above two section literature review indicates that although there is a strong argument
for the need for development of tourism industry in Bangladesh. However, it is not
important only to design a development plan but also to implement it. Therefore, it is
necessary to develop issues and strategies that will be widely accepted by the local
community. Planners and governments should consider the fact that there are limits to
how much tourism a particular destination could absorb. Destinations need to consider
these limits and plan their tourist industry accordingly. However tourism stakeholders
should continuously measure the environmental and socio-economic impacts of tourism,
in order to ensure long-term benefits for residents and tourists alike without damaging
the man-made and natural environment.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Chapter 3 Research Methodology

3.1 Introduction
The present chapter describes the key methodological components that used to achieve
the objectives of the study. A research methodology is a systematically enquiry that
permits the researcher to report the findings scientifically. For this reason this chapter
starts by identifying the factors that affect the research design, and concentrate on the
discussion of the steps involved in the research process by ranging from the formulation
of the research problem to the analysis and processing of data. Lastly, issues of validity
and reliability, and the limitations faced in this research are discussed.
3.2 Factors affecting the research design
For achieving the objective of the study, it is very much important to identify the factors
that affect the design of this research. The explanation of the following dilemmas will
help to identify the factors that affect the research.
3.2.1 Tourism stakeholder
Initially in this study, a survey of major stakeholders is seen as appropriate to identify
differences between the needs, desires, and perceptions of each stakeholder towards the
development of this industry. These differences may be fundamental to identify the
issues and strategies for development of tourism industry in Bangladesh. Therefore, the
first step is to define tourism stakeholder. A tourism stakeholder for this study is
considered to be any individual, group, or organization that is affected by or affects the
tourism development of Bangladesh. After the definition the next step is to identify
stakeholders group that contribute to the development of tourism industry in Bangladesh.
To achieve this following stakeholder map is designed (Figure 3.1).

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Figure: 3.1 Stakeholders group for the development of tourism Industry of Bangladesh

Private sector/ Entrepreneurs/Manager

Tourism Related
Tour operator
Hoteliers
Travel Agents
Rent a car
Restaurant/Cofee shop
Souvenir Shop
Attraction Provider

Non Touriem elated

Transport Providers
Service Providers
Retailers
Building
Firming/Fishing
Small Industry
Electricity Providers
Public Sector Official

Trade Association

Bangladesh
Tourism
Development

Tourists

Resedents

Government
Ministries
Local
Government
Tourism
Board
Bangladesh
Parjatan
Corporation

Employees
Academics

Non Governmental

In total, eight stakeholder groups are identified namely private sector entrepreneurs or
managers, trade associations, tourists, residents, employees, academics and
nongovernmental public sector official. The two main constraints of this research to
conduct survey are a large number of stakeholders and lack of budget. For this reason
only four groups of tourism stakeholders are identified as the major influences on the
development of tourism industry in Bangladesh. The sample included the following
groups because:
3.2.1.1 Owners/managers: Owners/managers of tourist enterprises provide facilities and
services to tourists. This group is selected because they are directly dependent on tourism
arrivals. The tourism sector was represented by a broad cross-section of businesses
related to serving the tourist including the owners or managers of accommodation, tour
operator, restaurants and tourism shops.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

3.2.1.2 Tourists: This group is main actors who consume various tourism products and
services. Tourism industry sustain upon this group. But this study considers only tourists
of four popular tourist spots of Bangladesh namely coxs bazaar, St. Martin, Kuakata and
sundarban.
3.2.1.3 Government official: This group was selected because they develop policy and
plan, co-ordinate activities, and make decisions for future developments and public good.
For the purpose of this survey, the government official includes official of Banngladesh
Parjatan Corporation and police of each destination.
3.2.2 The qualitative or quantitative debate
In the literature, several schools of thought have emerged supporting qualitative or
quantitative research. According to Punch, although both are concerned with the
investigation of an individuals point of view, they present differences in the nature of
data, the methods used for data collection and the analysis process (Punch, 1998) 170.
Qualitative investigators argue that because of their elaborate methods of research (e.g.
interviewing and observation) they manage to get closer to the individuals perspective.
On the other hand, quantitative researchers claim that without statistical significance
qualitative research results are more unreliable and ambiguous (Denzin and Lincoln,
1998) 171.. In effect, quantitative investigators are drawn to quantify data by using closed
or quantifiable types of questions and by applying mathematical models, graphs and
statistical tables to achieve more reliable results. In contrast, although qualitative
researchers have adopted statistical tools (Walle, 1997), 172 they seldom report their
findings in terms of the kinds of complex statistical measures or methods (Denzin and
Lincoln, 1998, p.9) 173 .. Other differences between the two approaches are that
quantitative research can make comparisons easier, it is more appropriate and cheaper
when large samples are used (e.g. postal questionnaires), while qualitative research uses
smaller samples, it is more flexible and its sampling purposive. In qualitative research
the interviewer has to be more qualified and skillful (Walle, 1997) 174. The differential
dimensions of each approach are summarised in Table 3.1.

170

Punch, K.F. (1998). Introduction to Social Research: Quantitative and Qualitative

Approaches.
Thousand Oaks: Sage.
171
Denzin, N.K. and Lincoln, Y.S. (1998). Collecting and Interpreting Qualitative
Materials. London: Sage.
172
Walle, A.H. (1997). Quantitative versus qualitative tourism research. Annals of
Tourism Research.
24(3), pp.524-536.
173
Denzin, N.K. and Lincoln, Y.S. (1998). Collecting and Interpreting Qualitative
Materials. London: Sage.
174
Walle, A.H. (1997). Quantitative versus qualitative tourism research. Annals of
Tourism Research. 24(3), pp.524-536.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

Table 3.1: Qualitative versus quantitative research
Comparison dimension
Philosophy:
Goal:
Focus:

Qualitative Research
Phenomenology
Understand, meaning
Quality (features)

Method

Quantitative Research
Positivism
Prediction, test hypothesis
Quantity
(how
much,
numbers
Experiments/Correlation

Ethnography/Action
research
Data collection:
Interviews, observation , Questionnaire, scales, tests,
documents, artifacts
inventories
Research Design:
Flexible, emerging
Structured, predetermined
Sample:
Small, purposeful
Large,
random,
representation
Generalization:
Unique case selection
Generalisation
Analysis
Inductive
(by
the Deductive (by statistical
researcher)
methods)
Role of Researcher:
Immersed
Detached
175
176
[Source: adaptation from Merriam, 1998 ; Firestone, 1987 & Potter, 1996177]
From the above debate the following dilemma emerges: Is it better to adopt a qualitative
or quantitative approach? According to Punch, In practice, neither approach is
superior or inferior. Both approaches are valid and contribute to social research, and over
reliance on any approach is inappropriate (Punch, 1998) 178.
Since the broad objective of this research is to development of tourism industry in
Bangladesh so researcher thinks that no single method would be appropriate to achieve
the objective of the study. For this reason, qualitative and quantitative methods are
chosen for this study.
3.2.3 The pure or applied debate
A difference is usually made between two types of research, namely pure research and
applied research. Research generally involves seeking solutions to problems or answer to
questions. Pure research is primarily concerned with contributing to a particular area of
intellectual enquiry. Applied research is concerned with finding a solution to a specific
problem that has direct practical implications for industry, commerce or other spheres of
life, while its potential contribution to academic enquiry is of a secondary nature. Based
on the above analysis the present study can be described as being applied research. It is
175

Merriam, S. (1998). Qualitative research and case study: Applications in education. San

Francisco: Jossey-Bass Publishers.

176

Firestone, S. (1987), Meaning in method: The rhetoric of qualitative and quantitative

research. Educational Researcher. 16: 16-21.
177

Patton, J. (1996). Analysis of thinking and research about qualitative methods. New Jersey:

Lawrence Erlbaum.
178

Punch, K.F. (1998). Introduction to Social Research: Quantitative and Qualitative Approaches.
Thousand Oaks: Sage

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intended to contribute positively and meaningfully to the development of tourism
industry in Bangladesh.
3.3 The research process
This section introduces the fundamental elements of research methods, beginning with a
definition of formulation of the research problem, followed by discussion on the
planning of data processing and analysis. Also discussed is the importance of ethical
considerations issues of validity and reliability.
The research process consists of a number of closely related activities. However, the
following order concerning various steps provides a useful procedural guideline
regarding the research process: (1) formulating the research problem; (2) review of
related research; (3) developing the hypothesis; (4) preparing the research design; (5)
determining sample design; (6) collecting the data; (7) execution of the project; (8)
analysis of data; (9) hypothesis testing; (10) Generalizations and interpretation, and (11)
preparation of the report or presentation of the results, i.e., formal write-up of
conclusions reached.
3.3.1. Formulation of research problem
According to Welman and Kruger (1998) 179 , A research problem refers to some
difficulty which the researcher experiences in the context of either a theoretical or a
practical situation and to which he/she wants to obtain a solution.All research begins
with a clearly defined topic. In this study, the choice of the research topic was affected
by practical, scientific and personal concerns.
First, from a practical point of view, this study is among the first attempt to offer
information to decision-makers and various stakeholders whose are working to develop
the tourism industry of Bangladesh.
Secondly, from a scientific point of view, there was a desire to investigate the problems
that are the cause behind not happening tourism development in Bangladesh as perceived
by the tourism stakeholders.
In a personal respect, having lived in Bangladesh, the author has witnessed various
problems resulting from tourism development, as well as a lack of consideration of the
tourism stakeholders opinions and needs before the designing of development plans.
Thus the focus of this research is to identify the issues and strategies that will help the
development of tourism industry in Bangladesh. Consequently, an interest was expressed
in the investigation of these problems and the recommendation of potential solutions
179

Welman, J.C & Kruger, S,J (1999), Research methodology for Business and
Administrative science Halfway house, International Thomson puplication Southern
Africa Private Limited

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3.3.2. Review of related research

Once the problem is formulated, research topic is chosen and stated; the next step is to
review the related survey, studies in order to identify relationships among the variables
and to translate the topic into one or more clearly defined, specific questions or problems
that are amenable to research. For this reason, in this thesis various sources were used to
provide information on the components of tourism development and planning and their
incorporation in the case of Bangladesh. In summary, the core of the material used
included:

Relevant publications, e.g. books, conference papers, newspapers, reports etc.,

obtained from Dhaka university library, Patuakhali Science and technology
university library, Bangladesh Parjatan Corporation library, libbrary of
Bangladesh Bureau of Statistics and others research institutions;
Key journals mainly Dhaka University Journal of Business Studies, DU Journal
of Marketing, DU Journal of Management studies, Journal of Revista De Tourism
Synergy of Management is searched in order to find articles related to tourism
planning, and development;
Various publications of Ministry of civil aviation and tourism, Bangladesh
Tourism Board, Bangladesh Parjatan corporation and World Tourism
Organization is studied to identify additional relevant material upon the tourism
development issues.

The above sources helped the researcher to identify control variables and to develop a
research framework. This is mainly achieved by viewing how other researchers have
addressed similar topics, something that constituted the basis for the determination of the
research aim, the objectives and the research questions.

3.3.3 Developing the research objectives and hypothesies

The introductory chapter and the literature review chapter have addressed the major
shortcomings of past research, namely the lack of studies related to tourism development
in Bangladesh. These shortcomings led to a focus on the adoption of the following
research aim:
The main aim of this study is to examine the various issues towards tourism
development of Bangladesh and take an attempt to establish overall directions for
tourism development and suggest effective tourism strategies and policies to alleviate the
problems resulting from previous unplanned tourism development. Considering this
view, the specific objectives of the study are.
After the identification of the research aim the next step was to formulate the following
research objectives:

To analysis the current tourism environmental status as well as current tourism

performance of Bangladesh for different tourism stakeholders, foreign and local
investors as well as international donor agencies to build-up confidence to
commit tourism in Bangladesh.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

To review the existing tourism developments patterns of the tourism industry of

Bangladesh and highlights its strengths and weakness; and identify threats and
opportunities being offered by the environment.
To diagnosis the macro-economic environments trends of Bangladesh for
tourism entrepreneur so as to recommend measures to make its market more
attractive, more encompassing and promising one.
To explore the states tourism potential and make more accessible by identifying
new tourist products and travel circuits.
To examine the promotional activities undertaken by the different tourism
stakeholders and evaluate the role of their activities for the development of this
industry.
To examine the satisfaction of tourist and recommend essential strategies and
policies for reforms and improvements of the tourism industry of Bangladesh.
To explore the image of Bangladesh as a valued tourist destination for
development of this industry and stipulate needed strategies.
To investigate the current safety and security issues of tourist for developing
tourism industry of Bangladesh and prescribed necessary strategies. In this
regard sub objectives are

To find out whether the tourism stakeholders understands the

importance of tourism crime, safety and security in the study area.
To establish the extent to which tourists feel safe and secure tourist
environment in and around the tourist area.
To find out the factors whose are responsible for tourism safety and
security of the study area..
To reveal the strategies that fit for fighting against tourism crime at
the destination.
To examine the regulatory measures that ensure social , cultural,
and environmental sustainability as well as safety and security of
tourists undertaken by different tour operators, hotels, nearest
police station and evaluate the role of their activities for the
development of this industry.

To investigate the above research objectives the following hypotheses is developed:

Ho (1):

Level of uses of promotional tools by tourism stakeholder to attract tourist is

sufficient.
Ho (2): The amount spent in taka by tourism stakeholders on promotional tools to attract
tourist is satisfactory.
Ho (3): It is presumed that tourists are satisfied with the tourism products and services
available in four icon tourist spots of Bangladesh namely Coxs bazaar,
St.Martin, Sundarban and Kuakata.
Ho (4): It is assumed that there is no significant difference between importance and
experience of tourist products and services available in four icon tourist spots of
Bangladesh namely Coxs bazaar, St.Martin, Sundarban and Kuakata with
respect to image.
Ho (5): The tourism stakeholder does not understand the importance of tourism crime,
safety and security in the study area.
Ho (6): The tourists feel safe and secure tourist environment in and around the tourist area
Ho (7): Tourists are not aware of the key factors that are responsible for tourism crime
safety and security of tourist in the study area.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

Ho (8): The tourism stakeholders are not aware of the strategies that help for fighting
against tourism crime at the destination.
Ho (9): That the regulatory measures undertaken by different tour operators, hotels,
nearest police station are sufficient.
After the taking above decisions, the next logical step is to consider the research design
which is adapted in this research.

3.3.4 Research design

After formulated research aim objectives and hypotheses in clear cut terms, the
researcher will be required to prepare a research design, i.e., which will facilitates the
researcher to be as efficient and as possible yielding maximal information. There are four
types of research design: exploratory, descriptive, explanatory and evaluative.
3.3.4.1Exploratory research design
Exploratory research design is undertaken to explore previously under researched and
unclassified areas and provide input for further research. The main difficulty of
exploratory design is that the researcher has to begin with a general description of the
phenomenon, where there are no clearly delineated independent and dependent variables,
and as a result no categories to classify what one sees, no guidelines for the researcher to
indicate what is important, whom to interview, or what leads to follow up (Singleton et
al., 1993, p.91) 180. In exploratory designs the sample is usually small, non-representative
and the process is unstructured and more open than in any other kind of design.

3.3.4.2 Descriptive design

Descriptive design aims to describe a phenomenon. It is characterized by a prior
formulation of specific hypotheses, based on previous research. The information needed
is clearly designed and pre-planned. A major type of descriptive design is the case study.
A case study is a strategy for doing research which involves an empirical investigation
of a particular contemporary phenomenon within its real life context using multiple
sources of evidence. As Veal (1997) 181 states cases can consist of single individuals,
communities, countries or organizations. In particular, secondary sources of data were
utilized for the understanding of past and present conditions.

180

Singleton, R.A., Straits, B.C. and Straits, M.M. (1993). Approaches to Social Research. 2nd ed. New
York: Oxford University Press.
181

Veal, A.J. (1997). Research Methods for Leisure and Tourism: A Practical Guide. 2uid ed.
London: Pitnian.

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3.3.4.3 Causal or explanatory design
Causal or explanatory research design investigates relationships by giving answers to
problems and to provide explanations data for testing hypotheses. The major purposes of
causal design are (Malhotra, 1996, p.97182):
-To understand which variables is the cause (independent variables) and which variables
is the effect (dependent variables) of a phenomenon.
-To determine the nature of the relationship between the causal variables and the effect
to be predicted

3.3.4.4 Evaluative research design

For the better understanding of the case study an evaluation design was utilized. This
type of design arises from the need to analyze the success or effectiveness of specific
policies or programs (Veal, 1997, p.4) 183. It is highly developed in some areas of public
policy, although it is less utilised in tourism (Howell and Badmin, 1996; Veal, 1997). 184.
The broad objective of this research is development of tourism industry in Bangladesh so
that researcher think there is no single research design is appropriate for conduct the
research or purposeful. For this reason the researcher applied exploratory as well as
descriptive research design for this study.
3.3.5 Selection of data collection techniques
Once the research design is finalized, the process of gathering information from
respondents may start. It is argued by many researchers, that there is no simple answer to
which available method of data collection the researcher should use when collecting
primary and secondary data. Each method has its advantages and disadvantages.
However the researcher should use the most appropriate method.
The researcher decides on questionnaire method that comprises of close-ended question
and open ended question as the method of primary data collection.
3.3.6 Selection of subjects
Ensuing to the specification of the data collection techniques, the next step is to choose
the subjects from whom the data would be collected. There are two ways to collect data.
The ideal method is the study of all elements within the population (census), something
that is not always possible. An alternative is to collect data from a proportion of the
population by taking a sampling frame. This method is seen as appropriate for this study.
In respect of sample size the focus of this survey was not to have a very large sample but
to determine the sample size by the number of sub-groups (independent variables), as
well as time and costs constraints. Due of differences among the three groups, different
sampling methods were used to obtain a representative sample from each population
group.

182

Maihotra, N.K., Agarwal, J. and Peterson, M. (1996). Methodological issues in cross-cultural

marketing research: A state-of-the-art review. International Marketing Review. 13(5), pp.7-43.
183

Veal, A.J. (1997). Research Methods for Leisure and Tourism: A Practical Guide. 2uid ed.
London: Pitnian.
184

Howell, S. and Badmin, p. (1996). Performance, Monitoring and Evaluation in Leisure Management.
London: Pitman.
London: Pitnian.

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3.3.7 The population and sampling frame:

Population can be defined as the entire group under study as specified by the objective of
the research. According to Dillon, Madden and Firtle (1993) 185, It is the responsibility
of the researcher to provide a precise definition of the population of interest.
In the case of this particular study, the population refers to the different tourism
stakeholders group of Bangladesh.
The sample frame is closely related to the population. According to Zikmund (2008)
186
,Sampling ia a procedure that uses a small number of units of a given population as a
basis for drawing conclusions about the whole population. The size of the sample frame
usually affects the quality and the generation of the results. If the sample is too small,
then the data that is obtained may not be representative. To determine the sample size,
the following sample size formula is used.

Where,
Z represents Z score from normal distribution normally taken at 95% confidence level.
The table level at this level for Z is 1.96 and s represents the Standard Deviation and for
a five point rating scale by using thumb rule it can be estimated by dividing range 5-1/6
= .67.

e represents the tolerable error and if we put the value at + or - 0.25 for the present
study, the sample size required can be estimated by substituting these values in the above
formula we get Equation (1.1).
.

n=

.
.

= (5.2528)2
= 28

The above formula suggests at least 28 respondents required in each group of tourism
stakeholder. The sample distribution is shown on the following Table3.2. The table
confirmed the result of the equation 2 regarding sample sizes.

185
186

Dillon, W.R ,Madden, TJ & and Firtle, N.H (1993) Essential of Marketing Research, USA Irwin,Inc

Zikmund, G.W (2008) Business research methods, Thomson southwestern publication, Eight Eddition

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Table3.2:.The sample distribution
Tourism
Chapter Purpose
Stakeholder segment number
Accommodation/
hotel/ motel/ lodge
etc.
Tour operator
12

Tourist and residents

Tourist
10

Official of hotel,
motel, Tour operator,
Travel agency, Air 09
lines company and
National
tourism
organization
of
Bangladesh

Tourist
11

Population

All members of hotel

association
of
Bangladesh
All members of tour
operator association of
Bangladesh
Measure the All tourist of Coxs
safety and Bazar,
St.Martin,
Security of Kuakata
and
tourist
Sundarban in the time
of November 2011

Satisfaction
Measure on
tourism
products
and services
of tourist
Promotional
activities
undertaken
by tourism
stakeholders

Measure the
image
of
tourist
destination

Valid
Sample
30

30
225 tourists
of
Sundarban,
320 tourists
of St.Martin,
316 tourists
of
Coxs
Bazar
and
280 tourists
of Kuakata

All tourists of Coxs

Bazar,
St.Martin,
Kuakata
and 60 tourist of
Sundarban in the time each
of November 2013.
detination
All 16 participants of
Chittagong
Travel
Mart 2013.
13
Stakeholders

All tourist of Coxs

Bazar,
St.Martin, 60 tourist of
Kuakata
and each
Sundarban in the time detonation
of November 2013.

After determining the sample size then the issue comes determining the sampling
method. The sampling method can be grouped into two broad categories, namely
probability sampling and non probability sampling. Probability sampling refers to
samples in which all the subsets of the population have a know non zero chances of
being selected, while non probability sampling is used when certain subsets of the
population have little or no chance of being selected for the sample. The various methods
of probability and non probability sampling are shown in the table 3.3

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Table 3.3: Methods of probability and non probability sampling

Probability Sampling

Non Probability Sampling

Simple random sampling

Systematic random sampling
Stratified,
random,
proportionate,
disproportionate sampling
Cluster /area sampling

Convenience sampling
Judgment sampling
Quota sampling
Snowball/internet sampling

To draw samples from the populations covering different groups as referred above,
simple random sampling technique was used in this study.
3.3.8 The questionnaire
According to Malhotra (2004)187,
A questionnaire simply comprises a list of questions that are similar and usually
presented to respondents in the same way or order to ensure that the same information is
collected from every member of the sample.
It has been considered that a questionnaire is a common instrument for observing data
that is beyond the physical reach of the researcher. For the purpose of the present study
six set of questionnaire is compiled in the form of open and closed questions. The
questions were structured in such a manner that they elicited certain responses from the
respondents. This approach is supported by Churchill and Lacobucci (2000) 188 who state
that questionnaire consists of question that are carefully designed to obtain responses that
could help in achieving the objective of the study. The questionnaire was selected as an
instrument for the empirical study because it could assist the researcher to convert into
information the data is collected from the respondents. The responses were summarized
in order to gain information on the respondents knowledge of the subject, their
perceptions and expectations. The Participants respond freely and to give neutral answers
when they preferred to do so. There are six set of questionnaire is developed to achieve
the objective of the study.
3.3.9 The pilot study
When the questionnaire was developed, great care was taken to ensure that the wording
of the questions was clear, simple and easy to comprehend without compromising the
objective of the study. An essential step that was taken before the collection of the data
was pilot study. This step was intended to increase the effectiveness of the instruments
and provide opportunities to make modifications and corrections. The aim of this step
was to increase the validity and reliability of the study. It was undertaken in order to
validate the study instruments. A total 20 people were used in the pilot test and they were
university teacher, Accommodation owner, official of tour operator and tourists. Some

187

Malhotra, N.K. (2004) Marketing Research: An applied orientation, 4th Edition Upper saddle river New
Jersey, Pearson Prentice-hall
188

Churchill,G. A & Lacobucci, D (2002) Marketing Research: Methodological Foundations, South

western Dryden Prentice-hall

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mistakes and omissions were identified during the pilot phase. Based on the feedback
received from the pilot test, changes were effected.
3.3.10 The layout of the questionnaire
In the development of the questionnaire, precise instructions and guideline were given in
respect of each question (see appendix-14). The layouts of questionnaire are as followsQuestionnaire A which investigates the focus on promotional activities in developing
tourism Industry of Bangladesh: The case on Chittagong Travel Mart 201 and these
questionnaire has three parts.
Questionnaire B is prepared to measure the tourist satisfaction on tourism products and
services for development of tourism industry of Bangladesh and this questionnaire also
has two parts namely demographic characteristics and satisfaction measure questions on
tourism products and services.
Questionnaire C also prepared to measure the image issues of tourism products and
services for developing tourism industry of Bangladesh.
Questionnaire D examine the Safety and Security issues of Tourist in Developing
Tourism Industry: The case of Bangladesh. This questionnaire has three part.
Questionnaire E observes the safety and security issues of tourist in the accommodation
sector.
Lastly, Questionnaire F monitors the safety and security issues of tourist providing by
the tour operator as tourism stakeholder.
3.3.11 Data processing and analyzing procedure
After questionnaires were administered to and collected from the respondents under
study, the author applied the process of tabulation to summarize all the data from the
filled-in questionnaires for the purpose of statistical analysis. First the data were
transferred from the questionnaire to the code sheets and then master tables were
constructed to process the data for proper analysis and interpretation. Initially, most of
the tabulations and some the calculations were done manually. However later on
Statistical Package for the Social Sciences (SPSS) 17.0 is utilized for computations and
applications of statistical test.
3.3.12. Statistical techniques used in the study
To begin with, it may be mentioned that the basic descriptive statistics used in this study
are importance performance analysis, frequencies, relative frequencies (percentages),
averages (measure of central tendency), standard deviation and the like. For the purpose
of testing the statistical hypotheses stated in different chapters The Chi- Square test and
Paired t test have been used.

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3.3.12.1 Importance performance Analysis
Systematic approach to mapping customer expectations helps managers to know better
what aspects of a service best define its quality and can prepare the organization to take
up a competitive position based upon its ability to deliver what customers demand
(Cronin & Taylor, 1992) 189 . A direct measurement technique is the ImportancePerformance analysis (IPA) technique which emerged from the earlier work of Martilla
and James (1977) 190.
Unlike SERVPERF, the Importance- Performance technique allows simultaneous
comparison of direct performance measure of service quality to the importance rating
given by customers for the various quality items being evaluated. The inclusion of
customer preference rating in IPA gives a better picture of customers quality assessment
of service. According to Barsky, (1995) 191 such relative assessments pinpoint clearly the
quality aspects of product or service which contributes greatly to customer satisfaction.
As a result the information derived out of importance-performance analysis (IPA) can
aid the development of more focused marketing strategies (Ford, Joseph, & Joseph,1999)
192
.This view is confirmed (Lovelock, Patterson, & Walker, 1999) who state that
importance-performance analysis is a useful management tool which can help firms to
redirect their scarce resources from low impact areas to high impact areas. This
technique is also called Key Driver Analysis.
The importance-performance scale is based on the assumption that satisfaction is
affected by both the importance of an attribute and perceived performance on the
attribute. Designed for ease of transferring results into actions, the scale's end result is a
graph indicating appropriate levels of action.
For the purpose of this study the researchers have deployed a variant of this techniqueImportance- Experience Matrix (IEM) (See Figure 3.1). In IEM, customers Importances
and experiences have been plotted on a grid that is divided into 4 quadrants. Each
quadrant is created on the basis of the mean scores of the expectations- experience
ratings. The variables are then assessed according to its position in the quadrant on the
grid. Each quadrant suggests different response from a strategy point of view.

189

Cronin, J. J., & Taylor, S. S. (1992). Measuring service quality: A re-examination and extension.
Journal of Marketing ,56, 55-68.
190

Martilla, J., & James, J. (1977). Importance- performance analysis. Journal of Marketing , 1, 77-79
Barsky, J. D. (1995). World-class customer satisfaction. Burr Ridge, Illinois: Irwin Professional
Publishers
192
Ford, J. B., Joseph, M., & Joseph, B. (1999). IPA as a strategic tool for service marketers: The case of
service quality perceptions of business students in New Zealand and the USA. Journal of Services
Marketing , 13 (2), 171-186.
191

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Figure3.1: Importance experience matrix

Quadrant 2:
Misses opportunity
High importance
Poor experience

Quadrant 1:
Keep up the good
work
High Importance
Good Experience

Quadrant 3:
Low Priority

Quadrant 4:
Possible overkill

Low importance
Poor experience

Low Importance
Good Experience

Source:Adapted from: Martilla, J. and James, J. (1977) 193 . Importance-performance

analysis. Journal of Marketing, 41 (January), 77-79.
Attributes that are rated high in expectation and high in experience score suggest that
service providers keep up the good work and increase resources directed towards these
areas. In contrast, attributes having low expectation rating and a low experience rating
suggest that investing resources to these areas may offer only little advantage and should
therefore be on a lower priority. Attributes that are rated high in expectation and low in
experience are the missed opportunities and service providers need to concentrate here
and pay particular attention for improvement. Lastly, attributes rated low in expectations
and high in experience are areas of possible over kill. Providers should reconsider the
level of effort (See Figure 3.2). The beauty of IEM is that it can help a business
understand what its customers feel is important to it across a number of relevant
variables.

193

Martilla, J., & James, J. (1977). Importance- performance analysis. Journal of

Marketing , 1, 77-79

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Figure-3.2 Importance experience matrix explained
Quadrant II:
Missed opportunity
These are the variables where
particular attention for improvement
of performance must be paid

Quadrant I:
Keep up the good work
Suggest that service providers keep up the
good work vis-a-vis variables in this
quadrant and increase resources directed
towards these. These variables are the
current differentiators for the service
providers.
Quadrant III:
Quadrant IV:
Low priority
Possible overkill
Suggest that investing resources to These variables do not extend any
these areas may offer only little competitive advantage where as service
advantage
providers may be working too hard
without corresponding result.
Low
High
Quadrant I
Attributes are perceived to be very important to respondents, and at the same time, the
organization seems to have high levels of performance on these activities. The message
here is To Keep up the Good Work.
Quadrant II
Attributes are perceived to be very important to respondents, but performance levels are
fairly low. This sends a direct message that improvement efforts should concentrate here.
Quadrant III
Attributes are with low importance and low performance. Although performance levels
may be low in this cell, managers should not be overly concerned since the attribute in
this cell is not perceived to be very important. Limited resources should be expended on
this low priority cell.
Quadrant IV
This cell contains attributes of low importance, but relatively high performance. The
respondents are satisfied with the performance of the organizations, but managers should
consider present efforts on the attributes of this cell as being over-utilized.
[Sources: Adapted from (Evans & Chon, 1989 194 ); (Hemmasi, Strong, & Taylor,
1994195); (Martilla & James, 1977) 196 and (Martin, 1995197).]

194

Evans, M. R., & Chon, K. S. (1989). Formulating and evaluating tourism policy using importanceperformance analysis. Hospitality Education and Research Journal , 13, 203-2-13.
195
Hemmasi, M., Strong, K. C., & Taylor, S. A. (1994). Measuring service quality for strategies planning
and analysis in service firms. Journal of Applied Business Research , 10 (4), 24-34.
196
Martilla, J., & James, J. (1977). Importance- performance analysis. Journal of Marketing , 1, 77-79
197
Martin, D. W. (1995). An importance-performance analysis of service providers' perception of quality
service in the hotel industry. Journal of Hospitality & Leisure Marketing , 3 (1), 5-17.

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3.3.12.2. The Chi- Square test
The most widely known test for comparing frequency distributions of two variables is
the chi square (2). 2 compares the observed and expected frequencies in each category
and examines the null hypothesis (Ho), assuming that the variables are independent of
each other. The value of the test-statistic is Equation (1.8).

With Degree of Freedom = (c-1) (r-1) where,

O = Observed frequency,
E = Expected frequency,
c = Number of Columns,
r = Number of Rows.

The level of probability for rejecting the null hypothesis for all tests was based on the
significant value of .05, where the results would have occurred by chance only 5 times
out of 100. The main limitation faced in the use of 2 is that in order to use this test, no
more than 20 percent of cells should have expected frequencies of less than 5, and none
should contain expected frequencies of less than 1. In any case where that happened, two
solutions were used: the collapsing of some categories or Fishers exact test for
independence in a 2 x 2 table. If neither of these cases were applicable, the 2 was used
for descriptive reasons, although its validity is questioned. In the present study, chi
square tests were administered to measure the satisfaction level of tourists on various
tourism products and services.
3.3.12.3 Paired t test:
A paired t-test looks at the difference between paired values in two samples, takes into
account the variation of values within each sample, and produces a single number known
as a t-value. The difference between the observations is calculated for each pair, and the
mean and standard error of these differences are calculated. In this study paired t test is
employed to reveal the difference in the importance and experience with respect to the
images of tourism products and services of four tourist spots of Bangladesh.

6.3.13. Limitations and issues of validity and reliability

Validity and reliability are terms that, according to Leedy ( 1997:32) 198 are encountered
repeatedly in research methodology. They are primarily concerned with the measuring
instrument and contribute to the integrity of the research. Each term is discussed below-

198

Leedy,P.D( 1997) Practical Research 6th Edittion Upper Saddle river, Prentice - Hall

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3.3.13.1 Validity
As validity is concerned with the soundness and effectiveness of the measuring
instrument to Leedy ( 1997:32) , it must be asked whether the measuring instrument
measures what it is intended to measure or not, and the degree of accuracy of that
measurement. Therefore the following questions are asked regarding this study namely:
Does the questionnaire measure what it is intended to measure and; does the
questionnaire comply with the following validity criteria?
Face validity: Face validity refers to whether the questions seem appropriate or nor in the
context of the study.
Criterion validity: This is where validity is determined by relating a performance
measure to another measure that may be used as a standard against which results are
measured.
Content validity: This is related to face validity. Content validity is where the accuracy
of the instrument in measuring the factors of concern to the study is scrutinized.
Construct validity: This is the degree to which the content of the study is measured by
the questionnaire.
Internal validity: This is concerned with the information of conclusions based on the
actual results obtained from the study and not based on any opinion that is influenced by
research bias.
External Validity: This is the degree to which conclusions reached in the study may be
applied to the broader population and not merely the sample study.
In this study face validity, content validity, construct validity and external validity are
applied. These criteria are chosen after consulting experienced officials in the tourism
industry as well as academics in the pilot study describe earlier in this chapter. The face
validity, content validity, constructs validity are confirmed by the pilot study. The
external validity is based on the extensive literature study that is undertaken in order to
prescribe the issues and strategies for the development of tourism industry in
Bangladesh.
3.3.13.2. Reliability: Reliability is the consistency with which the measuring instrument
performs (Leedy 1997:32). This means that apart from delivering accurate results
reliability refers to whether the measurement must deliver similar results consistently
using instrument, in this study the questionnaire, measures what it was intended to
measure. Researchers argue that reliability may be improved through conducting
exploratory studies in the area of interest, or by conducting pre- tests on a small sample
of persons similar in characteristics to the target group. In this study, both of the above
activities were conducted by the researcher- in the form of a comprehensive literature
study and pilot study. The aim of the pilot study is to ensure that all questions are
understandable and relevant.
6.4 Conclusion
This chapter has presented the chronological steps followed to complete this dissertation.
The whole research process used in this study has been analyzed from beginning to end,
in order to understand each step followed.
According to Ritchie (1985) 199,

199

Ritchie, J.R.B. (1985). The nominal group technique - an approach to consensus policy formulation in
tourism. Tourism Management. 6(2), pp.82-94.

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The quality of research and planning activities is no better than the quality of information
on which these activities are based. In turn, the quality of this information depends upon
the use of methods of data collection, which provide appropriate and reliable inputs,
which can be analyzed and interpreted so as to provide meaningful insights and
conclusions (p.94).
The above sequential analysis of research methodology shows how the major aim of this
study will be achieved and how they will give directions towards the meaningful
conclusions for the development of tourism industry in Bangladesh.

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Chapter-4 Current Performance Of Tourism Industry In Bangladesh

4.1. Tourist products and Services

In this chapter we look at the range of tourism products and services in Bangladesh,
identifying the types, locations and where possible the quality and suitability for both
domestic and international tourists.
4.1.1 Accommodation
The accommodation and other facilities complement the attractions. Accommodation
plays a central role and is very basic to tourist destinations. World Tourism Organization
in its definition of a tourist has stated that he must spend at least one night in the
destination visited, to qualify as a tourist. This presupposes availability of some kind of
accommodation. The demand for accommodation away from ones home is met by a
variety of facilities.
The range and type of accommodation is quite varied and has undergone considerable
change since the last half century. There has been a decline in the use of boarding houses
and small private hotels. Larger hotels are increasing their share of holiday trade,
especially in big metropolitan areas and popular spots. In more traditional holiday and
sea-side resorts in Europe and elsewhere, big hotels are keeping their share of holiday
resorts. In recent years, some changes have been reflected in the type of accommodation.
There has been an increasing demand for more non- traditional and informal types of
accommodation. The latest trends in accommodation are holiday villages. In recent years
there has been an increase in the popularity of such accommodation.
Accommodation may in itself be an important tourist attraction. In fact, a large number
of tourists visit a particular destination or town simply because there is a first class
luxury hotel or resort which provides excellent services and facilities. Some countries
like Switzerland, Holland, France, Austria, and Belgium have gained a reputation for
providing excellent accommodation with good cuisine. Many hotel establishments
elsewhere in various countries, especially the resort hotels, have gained a reputation for
their excellent cuisine, services and facilities. The French government for instance,
paved the way for tourist development of Corsica by launching a big hotel development
programme.
Accommodation becomes a very important issue for the tourism industry and for the
emerging MICE sector. There were times when a business traveller would be happy with
a clean bed and an airconditioned room to tuck in after a hard days grind. But not any
longer. Let us break MICE into its Components and then see how all of them can
contribute to the tourism accommodation sector:
The Present scenario of accommodation sector of tourism industry of Bangladesh are
given belowTable 4.1: Present scenario of accommodation sector of tourism industry of Bangladesh
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Location
Name
of Name of District
Division
Barguna
Barisal
Vhola
Barisal
Jalokhati
Patuakhali
Pirojpur
Total
Bagerhat
Chuoadanga
Jessore
Khulna
Jinaidah
Khulna
Kushtia
Magura
Meharpur
Noairail
Satkharia
Total
Habiganj
Sylhet
Mowlobhi Bazar
Sunamganj
Sylhet
Total
Rangamati
Bandorban
Brammonbaria
Chadpur
Chittagong
Chittagong
Comilla
Cox's bazar
Feni
Khagrasori
Lakshampur
Noakhali
Total
Bogra
Chapai Nawabgang
Joypurhat
Rajshahi
Naogaon
Natore
Pabna
Rajshahi
Shirajgonj
Total

Number
of hotels

Number of rooms

Ownership
Public Private

15
59
13
04
22
15
128
*
13
43
22
34
42
18
13
13
47
245
33
11
07
96
147
32
30
44
26
88
70
52
08
06
46
40
442
06
10
*
30
06
18
1
32
103

130
1100
276
23
542
298
2369
*
158
528
307
415
380
128
207
101
427
2651
299
*
172
*
1328
729
133
287
646
1562
2938
93
110
102
910
496
8006
206
242
*
497
190
305
28
312
1780

07
*
*
04
*
11
*
25
10
13
23
05
04
08
22
110
18
*
01
*
19
07
05
10
*
*
*
25
05
02
09
20
83
1
3
*

11
1
19
35

08
*
*
*
15
23
*
13
18
12
21
19
13
09
05
25
135
15
11
06
*
32
25
25
34
26
88
70
27
03
04
37
20
359
5
7
*
06
07
13
38
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Rangpur

Thakurgaon
Nilphamari
Kurigram.
Dinajpur
Gaibanda
Lalmonir hat
Panchagarh
Rangpur

Total

Dhaka

Dhaka
Faridpur
Gazipur
Gopalgonj
Jamalpur
Kishorgonj
Madaripur
Mymensing
Manikgonj
Munshigonj
Narangonj
Narshindi
Netrokona
Rajbari
Sariatpur
Sherpur
Tangail

4
7
*
76
6
*
32
*
125
*
10
24
13
52
12
08
41
05
03
21
32
34
05
11
05
37
313

Total
*Data are not available
Source: District web site of Bangladesh

92
80
*
849
170
*
151
*
1342
*
274
316
185
423
405
153
537
120
170
648
460
311
60
109
103
492
4766

2
*
23
*
*
17
*
42
*
03
05
08
27
*
03
08
01
*
06
16
15
*
08
*
06
106

4
5
*
53
6
*
15
*
83
*
07
19
05
25
12
05
33
04
*
15
16
19
05
03
05
31
204

4.1.2. Tourism Products

A tourism product can be defined as the sum of the physical and psychological
satisfaction it provides to tourists during their travelling en route to the destination. The
tourist product focuses on facilities and services designed to meet the needs of the
tourist. It can be seen as a composite product, as the sum total of a countrys tourist
attractions, transport, and accommodation and of entertainment which result in customer
satisfaction. Each of the components of a tourist product is supplied by individual
providers of services like hotel companies, airlines, travel agencies, etc.
The tourist product can be analyzed in terms of following-.

4.1.2. 1.Natural Beauty Tourism Products of Bangladesh

Bangladesh is a land of magnificent beauty, the heritage of a natural splendor and
historical legacy that dates back to the 7th century. Unspoiled and often unexplored, the
country offers the most exciting experiences to visitors, ranging from closeness with
nature at its pristine best to a culture trip into civilizations old and new. Its lavish natural
beauty and green opulence is its major pride. Haque ( 2000) mentioned that the country
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is a boon of nature and is gifted with immense natural beauty and diversity. As a land of
diversified beauty, Bangladesh has got many natural beauties to offer to the tourists.
These include emerald green villages with exotic rural life, Breath taking view of the
country side, beautiful evergreen virgin forests wearing varying colors in different
seasons, unspoiled nature with serenade of singing birds, different wildlife in different
forest.
4.1.2.2. Adventure Tourism Products of Bangladesh
Adventurous tourist wants thrilling experience. Wildlife based travel, describe as Safari
called adventure tourism. Bangladesh is a good place for adventure tourism. Here
Sundarban adobe with Royal Bengal Tiger and Chittagong Hill Districts like Bandarban,
Khaghrachori and Rangamati are welcome adventurous tourist to take thrilling
experience. Trekking to Tajindong and Keokradong at Bandarban, the highest and the
second highest peak in Bangladesh and take the opportunity of fishing and boating in the
navigable rivers surrounding the Sundarbans brings exceptional adventure experience
and unique pleasure for tourist.
4.1.2.3. Eco Tourism Products of Bangladesh
The increasing concern of recent world on environment has developed the idea of
ecotourism. Ecotourism emerged as development of tourism without disturbing
ecological balance. Bangladesh is a country of good prospect for ecotourism. The
country has a fairly large number of virgin eco-tourism spots to offer. Some of these are:
Chittagong- a picturesque hinterland of large hill forests and lakes, Rangamati- a
wonderful repository of scenic majesty with flora and fauna of varied descriptions,
Kaptai- a huge expanse of emerald and blue water ringed with tropical forest,
Sundarbans- a biggest mangrove forest and the home of royal Bengal tiger, Srimongoltea gardens spread like green carpet over the plain land or on the sloping hills etc.
4.1.2.4. Mountain Tourism products of Bangladesh
Now a day, mountain tourism has become prominent due to its increasing significance
throughout the world. Mountains have a mystic aura, not only for explorers, scholars,
and mountain climbers, but also for the general public. One of the prime interests of a
tourist is to expose himself/herself to a different environment and culture. This inherent
passion, which is largely driven by curiosity, is generally satisfied by mountain tourism.(
5 page-57). The scenic value of the mountains is a unique attraction for tourists. Here
tourists get the opportunities to observe and study the rhythm of natural dynamics
displayed by the flow of rivers and waterfalls, the flight of birds during migration, the
force of torrential rains in monsoon and the response of farmers on their farmlands. The
Chittagong hill districts are called the paradise of mountain tourism in Bangladesh.
4.1.2.5. Riverine Tourism Products of Bangladesh
Bangladesh is called the land of rivers or the gift of rivers. Almost 300 small and big
riversd and their tributaries criss-cross the country. The outflow of water from
Bangladesh is the third highest in the world, next only to those of the Amazon and the
Congo systems.( page-9 TAB) Major rivers are the Padma, the Meghna, The Jamuna,
the Brahmaputra and the Karnaphuly. They are an inseparable part of the lives of the
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people and can bring both happiness and sorrow when there are floods. Tourists are sure
to emjoy the riverine beauty of Bangladesh: the various types of boats playing smoothly
to the rhythm of waves; and the sky and the river meeting in a spectacular sunset. By
relaxing on the riverbank tourist can easily forget the bustle and anxieties of city life for
a while.
4.1.2.6. Historical and Heritage tourism Products of Bangladesh
Natural beauty is not the last word for Bangladesh as it is full of various historic sites
which have enriched the land and also attract tourists who come from different corners of
the world to look at the ancient archeological sites and various religious establishments.
The historical legacy of Bangladesh is composed of various stands, including Islamic,
Hindu, Buddhist and British. The notable historical places include Sonargaon, Bahadur
Shah Park, Lalbagh fort, National Memorial, World War Cemetery, and Mujib Nagar at
Meherpur are few example of the historical places.
4.1.2.7. Spiritual Tourism Products of Bangladesh
Bangladesh, being a developing country with many beautiful religious spots and
picturesque land scope is an ideal region to explore the validity of spiritual tourism. (
2009 JBS XXX 1).The religious beliefs of the Muslims, Buddhists, Hindus, Christians,
Animists and other tribal people in Bangladesh have shaped their way of life and can
present a variety of customs, traditions and culture for tourists. ( ). The high rated
spiritual tourism potentiality includes the Shat- Gambaj Mosque, The Shrine of Hazrat
Shah Jalal, National Mosque, Boyazid Bostami, Kantiji temple, Paharpur Buddhist
Monastery, Puthia temple and Bishaw Isteema are the few examples of the Spiritual
tourism products of Bangladesh.
4.1.2.8. Cultural Tourism Products of Bangladesh
Bangladesh is fast emerging as an alluring tourist spot on the global map. It is a land of
diverse attractions, bountiful nature and millions of friendly people with more than a
millennium of cultural heritage. The cultural history of Bangladesh is one of the greatest
and glorious heritages, which every Bangladeshi is legitimately proud of. The prime
components of our cultural products are Language martyrs day, Independent day,
Victory day, Pahela Baishak etc. Besides Bangladesh is essentially a land of songs,
music and dance. The music of Bangladesh is emotional, ecstatic and romantic. One can
find verities of songs and music, ancient and modern, local and western. Local music or
song assume various names: Clasical music, semi classical music, Pllli Geeti or folk
songs, religious songs, Rabindra Sangeet, Nazrul Geeti etc.

4.1.2.9. Archaeological Tourism products of Bangladesh

Bangladesh is a country considerably rich in archaeological wealth, especially of the
medieval period both during the Muslim and pre Muslim rules, though most of it is still
unexplored and unknown. A detailed study is needed on the archaeological and museum
development of her past that influenced the history, government, society, culture,
tradition and above all the life style of the people. There are also existed some important
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ancient territory which are significant from archaeological considerations. These are:
Virat, Matsya, kamrupa, Deva-Prastha, Pulinda Kaikya, Gauda, Harikeli etc. In
Bangladesh 282 archaeological monuments and archaeological sites have been protected
by the government of Bangladesh up to 1999 under the Archaeological Antiquities Act
1968. More over there are 82 museums of different types such as archaeological,
Artistic, Geological Zoological, Postal Museum, memorial Museum, Historical museum,
Folk art Museum, National Museum, Natural History Museum, Archives Museum, Coin
Museum, Science Museum, Botanical garden Museum etc. All of these museums can
play an important role to attract and motivate potentials tourists in Bangladesh,
4.1.2.10. Fair and Festival Tourism Products of Bangladesh
In Bangladesh, there are almost as many festivals as there are days in a year.The Bengali
fairs and festivities, some of them with a recorded history of over 2000 years, have
provided recreation and amusement to people of the Bengal region. For the ordinary
people, fair and festivals play an important part in their social lives. Festivals in
Bangladesh fall into three major categories, viz, (i) Religious festivals representing
Islam, Hinduism, Christianity and Buddhism, (ii) National events like the Independence
Day, Victory Day and Language Martyrs Day, (iii) Secular cultural festivals which are
extensive in number and include Bengali New Years Day, Nabanna, Paush Mela,
Basanta Utsab etc. Celebrating fairs and festivals is now an integral part of Bangladeshs
cultural heritage. This celebration plays a vital role in blending heritage and modernity, it
provides the substance for continuity across generations. The most notable fair and
festival tourism products of Bangladesh are Amor Ekushey ,Baisabi Festival, Basanta
Utsab, Baul Mela, Bou Mela ( Bride Fair), Buddha Purnima, Bull Fight, Christmas, Cock
Fight,Dubla Rash Mela, Durga Puja, Eid-ul-Fitr, Eid-ul-Azha, Eid Fairs, Fair of
Adinath, Jabbarer boli khela, Jonmashtomi, Kite Flying Festival, Kothin Chibor Dan,
Langalbandh Fair,Laxmi Puza,
Madhabkunda Fair, Muharram,Nabanna, Pohela
Baishakh, Poush Mela, Rash festival of the Monipuris, Saraswati Puza, Sitakunda Fair,
Wangala Fesival of the Garos etc.

4.1.2.11. Sports Tourism Products of Bangladesh

In Bangladesh, various sports activities are becoming more and more popular. Sports
related activities are coordinated by local, regional and national bodies. These
organizations hold tournaments and competition at various levels. Among the most
popular games are football and cricket, although quickly gaining popularity are outdoor
games such as Kabadi ( National Game), golf, water-skiing, boat racing and indoor
games such as basket ball, shooting, swimming, badminton chess, tennis and wrestling.
Bangladesh has achieved international test cricket status in the year 2001.
4.1.3. Inbound Tour Operators and Group Handlers
A tour operator is a company which negotiates with hotels, transportation companies,
and other suppliers, and combines these vacation components into a package tour. This
package tour (the combination of components of a vacation, such as accommodation,
transportation, entertainment, meals) is then sold to the final consumer as a single
product and at a single price (Sheldon, 1986). The tour operator thus intermediates
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between the suppliers of the several products and services that by definition form the
tourist product, and the final consumer - the tourist. 3
In Bangladesh tour operators form an association named Tour operators association of
Bangladesh in 1992. The aim of the organization is to develop and nourish tourism and
promote tourism products of Bangladesh in the international arena and inside
Bangladesh. At present there are altogether 75 members in the association.

4.1.4. Travel Agency services

The travel agent is the retailer in the travel and tourism chain of distribution. Travel
agencies provide a service to customers requiring business or leisure travel
arrangements. They also act as agent for companies supplying the travel products. They
provide information on airlines, coach companies, ferry companies, cruise lines, car
rental firms, hotels, theatres, travel insurance and travelers cheque firms. They also
provide information on passports and visas. Sometimes travel agents will put together
package tours for independent travelers using commissions from principals in transport
and accommodation. In Bangladesh to provide above facilities Association of Travel
Agents was formed in 1976. According to an estimation of ATAB there are about 3000
travel agencies working in Bangladesh. Out of these 2366 travel agencies are the
members of ATAB.
4.1.5. Tourism information center
In almost all countries with a tourism industry of any size, tourist will find Tourist
Information Centres. These can take many forms and can offer varying levels of service.
Tourist Information Centres were often originally opened by individual tourist
destinations seeking to advise visitors upon arrival of activities, and to give directions. In
Bangladesh Tourist Information Centers are operated by Bangladesh Parjatan
Corporation owned by Ministry of civil aviation and tourism. Bangladesh Parjatan
Corporation operates tourist information centers in the following cities. Any visitor or
tourist can collect the necessary information on tourism facilities and services from these
places.

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Table 4.2 Places of tourism information center
Name of Place
Dhaka
Chattagong
Coxs Bazar
Rangamati
Bogra
Rajshahi
Rangpur
Sylhet
Dinajpur
Kuakata
Teknaf
Tungipara
Mongla
Benapole
Khagrachhari
Bandarban

Name of the Information

Center
Parjatan Head office
Motel Shaikat
Parhatan Holiday Complex
Parhatan Holiday Complex
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel
Parjatan Motel

Phone Number
880-2-8217855-9
031-630183
0341-64246,63274,64258
0351-63126
051-67024-7
0721-775492,770247
0521-63681
0821-712426
0531-64718
0441-64433, 0171801702
06655-56349
04662-75100
0421-75411
0371-62084-5
0361-62741-2

4.2. Access and Infrastructure

Transport is one of the major components of the tourism product. Transport is used both
to move passengers to their destination and to help them get around once at that
destination. Accessibility is crucial if tourism is to flourish within a particular area or
destination. Tourism has been developed in areas where transportation networks are
already in place. However, tourism demand can also be responsible for developing
transport networks. So a tourism destination has to be accessible. Arrangement for
convenient and cheaper travel system from the origin markets to destinations must exist
or must be created. Tourism implies pleasurable travel be it by land, sea or air. Tourist
accessible services are available in Bangladesh are discussed below4.2.1 Air Access
The Civil Aviation Authority is a public sector entity to supervise airports and regulate
air traffic. The national flag carrier Biman flies to 26 international and eight domestic
destinations.
There are now 13 operational airports and Short Take-off and Landing (STOL) ports in
Bangladesh. These are Dhaka, Barisal, Chittagong, Comilla, Cox's Bazar, Ishurdi,
Jessore, Rajshahi, Syedpur, Sylhet and Thakurgaon. Of these, the airports at Dhaka,
Chittagong and Sylhet serve international routes. Bangladesh can be reached by air from
any part of the world. Several international carriers fly to and from Dhaka. Biman,
Bangladesh airlines connects Dhaka with 27 major cities of the world, which are: Abu
Dhabi, Amsterdam, Athens, Bangkok, Bombay, Calcutta, Doha, Dubai, Jeddah, Karachi,
Kathmandu, Kuala Lumpur, London, Muscat, Dhahran, Baghdad, Kuwait, Yangoon,
Rome, Tripoli, Tokyo, Singapore, Bahrain, Frankfurt, Ho Chi Minh City, Hong Kong,
Jakarta, Sarjah, Seoul, Riyadh and Delhi.
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4.2.2 Road Transport

In Bangladesh, among the various modes of transport, road transport system has been
playing a significant role in transporting passengers and goods. The Roads and Highways
Department (RHD) manage several categories of road. RHD has total length of 20,948
Km road under its control. RHD also control a total number of 4,659 bridges and 6,122
culverts. RHD are currently operating about 161 ferry boats in 81 crossings (13 on
national highways, 11 on regional highways and 57 on feeder roads) on its road network
throughout the country. As of January 2010, Local Government Engineering Department
(LGED) has so far constructed a total of 133,514 km (64,691 km dirt road and 68,823
km paved roads) upazila and union roads and 971,498 bridges/culverts. The 4.8 km long
Bangabandhu Bridge, which was opened to traffic in 1998, is the eleventh longest in the
world. It has established a strategic link between the East and the West of Bangladesh.
4.2.3 Railway Transport
The Bangladesh Railway provides an efficient service to places of interest such as
Chittagong, Sylhet, Khulna, Mymensingh, Bogra, Rajshahi, Dinajpuir starting from
Dhaka. The inter-city Express Service is available to and from important cities at cheap
fares. About 32% of the total area of Bangladesh is effectively covered by railways.
Bangladesh Railway had a total network of 2,835.04 km (Broad Gauge 659.33 km, Dual
Gauge 374.83 km and Meter Gauge-1,800.88 km) and a total of 440 stations at the end of
the year 2008-2009. Train services between Dhaka-Kolkata have been commenced on 14
April 2008.
4.2.4 Water Transport
Country made crafts are the most widely used carriers on the rivers. These carry
passengers and merchandise on a large scale. The landscape of Bangladesh is dominated
by about 250 major rivers which flow essentially north-south. Bangladesh Inland Water
Transport Authority (BIWTA) has been established by the government for maintenance
of navigability of ports and channels.The total Length of inland waterways 24,000
km.The entire coast along the Bay of Bengal is 710 km long. There are two major ports
in the country. Chittagong, the oldest port, has been an entry-port for at least 1,000 years.
The Mongla port in Khulna region serves the western part of Bangladesh.
4.2.5 Borders and Border Crossings

There are numerous points to cross into India, but only a few of these are set up with
immigration facilities to service foreigners. There is a Tk 300 departure tax, officially at
least, at all land border crossings. This tax must be paid in advance at a Sonali Bank
branch (either in Dhaka, another big city or at the closest branch to the border). A change
of route permit is officially required if anyone has to enter Bangladesh by air and leave
via a land crossing. These can be obtained at the Immigration and Passport Office.

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4.2.5.1. Akhaura
This border is close to Dhaka, along Akhaura Road, 4km west of Agartala in India. The
border is open from 8am to 6pm daily. Officials on both sides operate an unofficial
money-changing service.
The distance between Dhaka and Agartala (in Indias Tripura state) is 155km. Coming
into Bangladesh tourist will find plenty of rickshaws heading to the town of Akhaura,
5km away.
4.2.5.2. Benapole
Benapole is the border town situated on the overland route from Kolkata.The town is
essentially a 2 km long road linked with trucks waiting to cross the boarder.
In India BRTC (Bangladesh Road Transport Corporation; 21/A Mirza Ghalib St, Salt
Lake City, Kolkata) runs direct services from Kolkata to Dhaka on Tuesdays, Thursdays
and Saturdays. The privately run Shyamoli Paribahan (033-2252 0802; 6/1 Marquis
St; 10am-5pm) operates a daily service to Dhaka with a change in Benapole (Rs 550 one
way).

4.2.5 .3. Burimari

Burimari is 13km northwest of the village of Patgram. It can be reached by direct bus
from Dhaka or Rangpur.
4.2.5.4. Godagari
To get to the Godagari border from Rajshahi, take a Nawabganj-bound bus. The towns of
Godagari and Lalgola are separated by the Padma River. In the dry season it is possible
to walk across it, otherwise there will be boats waiting to take you across. In the town of
Lalgola, on the Indian side, there is a train station. This crossing is surprisingly little used
by foreign tourists.

4.2.5.5. Hili
Much trade between Bangladesh and India goes on via this border. The Indian town of
Balurghat is 25km from Hili, on the state highway. The border can be seen from the side
of the road its usually lined with hundreds of trucks. This crossing is little used by
foreign tourists.
4.2.5.6. Tamabil
The catch with crossing at this border is the need to present a receipt that shows you have
deposited a travel tax of Tk 300 into a Sonali Bank.
To drive in Bangladesh by car, visitor will need an International Drivers License. The
import of a vehicle requires a carnet de passage en douane (a document from the
motoring organization in the country in which the vehicle is registered, which says you
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will not sell the vehicle abroad without paying import duties) and an entry permit from a
Bangladeshi embassy
4.2.6. Other Infrastructure
Other infrastructure means electricity, water Supply systems, Bangladesh postal
department, Bangladesh telecommunication regulatory commission (BTRC) and
information and communication technology (ICT). These infrastructures are very much
important for development of tourism industry in Bangladesh. These are discuss below-

4.2.6.1. Electricity
Planned and appropriate use of power is one of the pre-conditions for economic
development of Bangladesh. There is a huge demand for electricity in our day-to-day life
as well as in various sectors of the economy. The total power produced in the country is
not enough to ensure adequate access to electricity. As of now, only 53 percent of the
total population has access to electricity.
In order to improve this situation, the Government has given the highest priority to
power sector development and is committed to make electricity available to all by 2021.
Several programmes have already been taken up to implement short, medium and long
term plans for the balanced development of power sector to scale up electricity
generation. Up to June 2012, a total of 8,725 circuit kilometres of transmission lines and
about 281,123 kilometres of distribution lines with necessary infrastructure have been
constructed.
4.2.6.2. Water Supply systems
The sources of water in Bangladesh are surface water, groundwater and rainwater. Water
supply in Bangladesh started during the early stage of the development of water supply.
The water supply in Dhaka city was first started with the establishment of Dhaka Water
Works (DWW) 1874. Major water works in the sub-continent and even in the developed
world started around that time. The surface water treatment plants operated by Dhaka
Water Supply and Sewerage Authority (DWASA) in Dhaka and Narayangonj produce
about 40 million litres per day (DWASA, 2000).The Mohora surface water treatment
plant in Chittagong is the largest surface water treatment plants in Bangladesh producing
about 90 MLD of water.
Schemes for the collection of groundwater through handpump tubewells for community
water supplies in rural Bangladesh were taken up as early as 1928. Since 1928, an
estimated 6-8 million hand tubewells have been sunk in Bangladesh to provide drinking
water to 97% of the population.
The numbers of manually operated shallow and Deep tubewells sunk by DPHE are
894,941 and 81,384 respectively (DPHE, 2000). The people themselves to meet their
demand for water supply have sunk the remaining tubewells.
The population coverage by different modes of water supply has been presented in Table
2.1. The figures have been computed on the basis of data available from the Year Books
of the Department of Public Health Engineering (DPHE, 2000), Sample Vital
Registration System, Bangladesh Bureau of Statistics (BBS,1998), Water Supply and
Sanitation Sector Questionnaire (UNICEF and WHO, 1999) and preliminary report on
Population Census- 2001 of Bangladesh (BBS, 2001).
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Table 2.1 : Population Coverage by Different Modes of Water Supply
Modes of Water Supply
Population Coverage, Million
Urban
Rural
Total
Piped water supply
13.10
13.10
Manually operated Deep Tubewells
8.20
8.20
Manually
Operated
Shallow 16.86
86.14
103.00
Tubewells
Dug/Ring Well
0.28
1.02
1.30
PSF,
VSST,
SST,
Rainwater 1.50
1.50
Harvesting
Others
2.15
2.15
Total
30.24
99.01
129.25

Percent
Coverage
10
6
80
1
1
2
100

4.2.6.3. Bangladesh Postal Department

The Postal Department is an attached department of the Ministry of Post and
Telecommunication. The main tasks, among others, of this department are collection,
transmission and delivery of the postal articles. It principally aims to ensure quicker
service at a minimum cost through 9884 post offices operating across the country. In
recent times postal service has been made available outside Bangladesh as well. Apart
from the core ones, this department is rendering a number of other services, of which
parcel (domestic and international), registration, insured articles (domestic and
international),VPP, money order services, GEP services, EMS services, Intel post (Fax
service), newspaper registration and e-post are worth mentioning. Besides the core
services, agency services are also provided by which it earns a fixed amount of
commission.
4.2.6.4. Bangladesh Telecommunication Regulatory Commission (BTRC)
In order to streamline and regulate the telecommunication services in Bangladesh, the
Government established Bangladesh Telecommunication Regulatory Commission
(BTRC) in 2002. The telecom sector is recognised as the fastest growing sector in
Bangladesh. Currently, six mobile operators and eight PSTN operators are operating in a
competitive environment to facilitate the customers with voice services. As of now, the
tele-density (voice) of Bangladesh is around 63.74 percent. The number of mobile phone
subscribers has reached almost 98 million.

4.2.6.5. Information and Communication Technology (ICT)

The Government is committed to take ICT to the door-steps of the mass people and has,
therefore, taken several significant steps to develop infrastructure and legal framework of
ICT. The ICT Act (Amendment), 2009 and National ICT Policy, 2009 have already been
promulgated. The policy contains 10 objectives and, to meet these objectives 306 action
items were identified to implement on short, medium and long term basis. Ministries/
Divisions and government agencies were given responsibilities for implementing the
action items. Some of them were implemented immediately as quick-wins.

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4.2.7. Visa Regime

The visa regime is very positive for tourism development. All foreign visitors to
Bangladesh require a visa. Tourist visas are the easiest to obtain. The detailed procedure
to obtain a visa to visit Bangladesh are given below4.2.7.1. Visa on Arrival

In order to attract foreign investment and technologies, expansion of commerce

and trade, and development of tourism, the government has decided to provide
Visa on Arrival (VOA) to the foreign nationals including those of Bangladeshi
origin. The immigration authority at the International Airports and Land ports
after examining the necessary travel documents and being satisfied can issue visa
on arrival for a period of maximum 30 days to the citizens of the countries
mentioned below under the following conditions:

(a) The nationals of those countries where there is no diplomatic mission of

Bangladesh may be granted visa on arrival after examining the genuineness of their
visit;
(b) On the basis of invitation letters of interested/required body being attested by the
Board of Investment/BEPZA, the foreign investors/businessmen may be allowed to
issue visa on arrival. In this case, interested/inviting organization must inform in
advance the arrival of the foreign visitor(s) to the immigration and passport authority.
(c) Only for the purpose of official duty, business, investment and tourism citizens
arriving from USA, Canada, Australia, New Zealand, Russian Federation, China,
Japan, Singapore, Malaysia, South Korea, UAE, Saudi Arabia (KSA), Qatar, Kuwait,
Oman, Bahrain and the countries of Europe may issue visa on arrival after examining
and being satisfied by the immigration authority at the International Airports and Land
Ports;
(d) If any foreign national arrives in Bangladesh from a country other than his/her own
country, where there is no mission of Bangladesh may be issued visa on arrival;
(e) Bangladeshi origin foreign citizens, their spouses and their offspring may be issued
visa on arrival, on the proof of their being Bangladeshi origin;
(f) The staffs/officials of the foreign missions, UN or its affiliated organizations
located in Bangladesh may be issued visa on arrival after examining their appointment
letters or other related documents. Only UN passport holders will get such facilities
gratis (free of charge).

If the foreign visitors require extension of their visa after arriving Bangladesh
under visa on arrival (VOA), the Department of Immigration and Passports
Authority may extend their visa in light of the existing Visa Policy.

Transit visa will be allowed to the passengers waiting for connecting flight for
the period of maximum 72 hours or till the time of the next available flight on
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request of the concerned carrier. For this an amount of 20 USD or equivalent
amount of foreign currency is to be deposited in the concerned bank account.

In respect of visa on arrival the following procedures to be followed:

a) Visa fees are to be paid in foreign currencies (US dollar, GB Pound/Euro etc.);
b) Visitor must possess minimum USD 500 or its equivalent amount of foreign
currency in cash or credit card;
c) Visitors must have return ticket;
d) Must have necessary documents to justify his/her visit;
e) No visa fee will be applicable for the visitors from these countries which are
exempted from visa fee.
f) On arrival visa fee will be applicable on the basis of reciprocity only.
g) The concerned intelligence agency must collect complete information of visitors to
take necessary action. The immigration authority at Airports and Land Ports will send
a monthly report on this issue to the Ministry of Home Affairs and the Department of
Immigration and Passports.

Visa on arrival shall be issued only after being satisfied about the purpose of
visit. In case of foreign military or defense forces, prior approval from the
Ministry of Home Affairs must be taken.

Immigration officials at the Airports and Land Ports must stamp the passports of
the visitors.

All previous circulars in respect of visa on arrival will be treated as null and
void after the commencement of this circular.

This circular will come into force at once.

4.2.7.2. Passport and Visa Requirement

a) Valid passport is required for nationals of all countries for a visit to Bangladesh.
However, passports are not required for the holders of identity certificate, laissez passers
issued by United Nations and its affiliated bodies and continuous Discharge
certificate/Nullies/ Seaman Book (Traveling on duty to join or repatriate from ship)
issued by any country recognized by Bangladesh.
b) Visas are required for nationals of all countries with the following exceptions: Bhutan,
Barbados, Bostwoana, Burkina Faso, Cyprus, Fiji, Western Samoa, Tonga, Sierra Leone,
Lesotho, Zambia, Tanzania, Kenya, Grenada, Papua New Guinea, Seychelles, Gambia,
Guinea, Guinea-Bissau, Jamaica, Mauritus, Malawi, Maldives, Singapore, Switzerland,
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St. Kitts and Nevis, Ghana and Gabon. 'No visa required' means that no visa is required
for stay in Bangladesh upto 90 days only.
c) The Immigration Authority may issue landing Permit (LP) or Visa-on-Arrival (VOA)
to the following category of visitors :

Residents and Nationals of the countries where Bangladesh Missions are not
located and countries which extend LP or VOA formalities of Bangladesh.
Nationals (on reciprocal basis); this however will not be applicable to residents
and nationals of those countries against which the government has imposed
sanction or embargo.

Foreign investors with proper documents or documents certified by the officials

of the Board of Investments (BOI) or Bangladesh Export Processing Zone
Authority (BEPZA) or Ministry of Industry presented at the Airport on the
arrival.

Foreign delegates invited by Ministries or Division of the Government of

Bangladesh to seminars, workshops, or International conventions for only the
tenure of the stated event provided written request along with testifying
documents satisfies the Immigration Authority.

Foreigners directly involve in export oriented establishments with documents &

TIN (Tax Identification Number) of the concerned export oriented establishment
certified by Federation of Bangladesh Chamber of Commerce and Industries
(FBCCI) or Bangladesh Garment Manufactures and Exporters Association
(BGMEA) or other association of export oriented institutions of Bangladesh;

Foreign passport holders of Bangladeshi origin by birth, there children or spouse;

Foreign husband/wife of a Bangladesh national;

Foreigners with certified documents issued by Tablig Committee, Kakrail

Mosque, Dhaka for the purpose of Tablig Jamat and

Doctors/Medical team with invitation letter issued by foreign embassies in

Bangladesh, United Nations and/or its affiliate organizations for the purpose of
emergency treatment and medical care of its officers or employees.

In all cases of LP or VOA the following procedures or conditions must be observed:

a. Arriving foreigners must have a return ticket and at least US$ 500.00 endorsed in their
passport.
b. Entry-Exit of persons issued with LP/VOA must be through the same airport; and
c. LP/VOA may be issued for a maximum period of 30 (thirty) days unless otherwise
stated and will not be extended under any circumstances (nor extendable).

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4.3. Environmental Impacts
The development of the tourist industry of Bangladesh should be based on Sustainable.
But if it doesnt happen then it would be threat on the environment and the natural
heritage of the country.
4.3.1 Current Pressures on Natural Heritage Sites
As a branch of tourism, eco-tourism demands sustainability where natural attractions,
among which are natural heritage attractions such as beaches, waterfall, mountains,
natural park, archeological sites, rivers, lakes, islands, forests, and extraordinary
landscapes, would be unchanged by tourism processes and activities.
The possible negative impact of the tourist industry on the environment in Bangladesh is
seen mainly through the deterioration and depletion of natural resources, pollution
increase, and physical impact.
4.3.1.1. Natural resources
The highest pressure in terms of consumption on the natural resources occurs when they
are scarce or limited. With tourist development the consumption of these resources is
increased and proportionally the pressure is increased.
One of the main negative impacts of tourism development is over consumption or non
sustainable use of water resources. The overuse of water especially in the arid areas or
areas with water scarcity results in water shortages to the population of the area where
water is consumed.
Energy, food and other raw materials, which might be in short supply, is also a factor for
the negative impact of tourism development on the environment. It is due to the fact that
in the tourist season the high demand for these resources, in order to meet the high tourist
expectations, is connected with greater extraction and transport, which exacerbate
physical impact and pollution.
4.3.1.2. Pollution
Air and noise pollution is caused mainly by transport by land, air, road and rail and
increases proportionally to the number of tourists and their mobility. The noise from
transportation and recreational vehicles is an important pollution issue but almost always
neglected. It is important not only as a human health impact but also as a negative impact
to the wild life altering natural activity patterns.
Solid waste is one of the main issues in the areas with high concentration of tourist
activities in Bangladesh. The lack of waste management in the natural heritage sites
exacerbates even more the communal solid waste problem in the area. The solid waste
management comprised mainly of collection and disposal of the waste if neglected can
have a negative effect on the aquatic and terrestrial ecosystems, can have negative
human health impacts and can deteriorate the scenic assets of tourist sites.
In the regions with tourist activities, besides the waste water coming from the local
population and industry, the waste water pollution is increased because of the sewage
coming from the hotels, recreation and other facilities used by tourists.

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4.3.1.3 Aesthetic Landscape Pollution
Often tourism fails to integrate its structures with the natural features and indigenous
architecture of the destination. Large, dominating resorts of disparate design can look out
of place in any natural environment and may clash with the indigenous structural design.
A lack of land-use planning and building regulations in many destinations has facilitated
sprawling developments along river and lake shores, hills and scenic routes. The sprawl
includes tourism facilities themselves and supporting infrastructure such as roads,
employee housing, parking, service areas, and landfills.
4.3.1.4. Physical Impact
Inadequate construction activities and infrastructure development such as the
development of tourism facilities (accommodation, water supplies, restaurants and
recreation facilities), road and airport construction are leading to land degradation and
irreversible loss of natural habitats and deterioration of scenery. One prime example of
physical impact is construction of resort accommodation and facilities in Chittahong hill
districts, which frequently requires clearing forested land.
4.3.2 Status of Natural Heritage Sites
Natural heritage means the parts of the nature and sites consisting of geologic, physical
and geographic or biological formations or a group of such formations, which have
extraordinary value from the aesthetic, conservation or scientific point of view.
Natural heritage may be:
_ protected areas;
_ strictly protected or protected wild species;
_ characteristic minerals and fossils or speleological objects.
Ecosystem means a spatial, dynamic complex of biogenesis and non-living environment
that interact as functional entirety.Natural heritage is part of a certain defined ecosystem.
Some of the large wildlife animals in the country are tiger,elephant, black bear, deer,
monkey, crocodile, snake and dolphin. Bangladesh is also the habit of more than 650
spices of birds, almost half of those found on the entire subcontinent.
Global warming represents a huge challenge for Bangladesh, as it is one of the 10
countries most vulnerable to a rise in sea level. Present predictions (23) indicate the sea
will rise by 8 to 30 cm by 2030, and 30 110 cm by 2100. A 1m rise in the Bay of
Bengal would result in a lost of 12-18% of the countrys land. UNESCO conclude in
2008 (24) that three sites inscribed on the World Heritage List and a tentative list now
being drawn up with the assistance of UNESCO demonstrate that Bangladesh is
concerned with safeguarding a heritage damaged by increased salinity and climate
change.
Likewise, with regard to cultural policies and intercultural dialogue, UNESCO concludes
that Bangladesh is concerned to protect and promote traditional Bengali culture while
upgrading relations between cultural diversity and biodiversity as a basis for sustainable
development.
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4.3.3 Main Factors Leading to Nature Degradation
The basic factors which have led to the current unfavorable tourism development in
Bangladesh include general historical processes, a bad socio-economic situation, an
unstable political situation, inadequate spatial planning and inappropriate land use.
Several basic reasons for the problems of nature protection implementation are:
A low level of education and a lack of information.
Growing poverty, which does not recognize the principles of sustainable
development.
Incomplete legislation;
Low institutional capacity in terms of educated and trained staff, equipment and
resources;
Uncontrolled urbanization, de-agrarisation (in the traditional sense) and
industrialization are the main processes
Stagnation of the economy and use of outdated technologies and lack of
treatment of wastewater and waste gases, which leads to deterioration of nature;

4.3.4. Conclusion
Empirical evidences which are commonly discussed show that Bangladesh contains all
sorts of environmental risk, its from air pollution to land erosion, similarly forest
depletion to green house effect. Due to lack of proper and adequate awareness and for
the low standard of living of the mass people felt less concern about environmental
impact.
4.4. Markets and Marketing
Before going to develop any strategy for tourism development, tourism stakeholders
first need to analysis the present tourism market situation and after the market analysis,
tourism stakeholders can developed marketing strategies to achieve the goal. Keeping
above in the mind the chapter will first discuss the present situation of tourism market
and then will discuss state tourism organizations roles and responsibilities for tourism
marketing to uphold Bangladesh as a valued tourist destination.

4.4. 1. Markets
The term tourism market may be used to describe the collective of actual or potential
customers of tourism service or destination. It may apply to the geographical area, a
country, region or city from which a service or destination draws customers. For
identifying a tourism market, a segment of total market is very important. At the same
time it is also important to reach that fraction of the total market which is most likely to
be attracted. Segmentation of the market is therefore made in order to achieve the most
efficient use of marketing resources. It also helps them to know their customers wishes,
needs, motivations, likes and dislikes. Market segmentation for successful tourism
marketing to attract more tourists in Bangladesh in terms of the following-

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4.4.1.1 Purpose of visit
Purpose of visit by foreign tourist must be recorded and identified clearly as the whole
scale of tourism development strategy depends much on the purpose of visit. The
demand for tourist services by different segments of market basing on their purposes of
visits may be different. However, we depended on the statistical data of the Bangladesh
Parjatan Corporation 2009 for the breakdown of purpose of tourist visit.
Table 4.2: Visitors Arrival by Purpose of Visit 2009
Month
Tourism Business Office Study Religion Other Total
January
14,028
9,985
823
605
2,102
1,089 28,632
February
13,047
9,882
279
454
1,599
1,025 26,286
March
12,747
9,679
327
540
627
1,194 25,114
April
12,858
9,319
312
578
578
1,141 24,786
May
12,541
8,613
340
616
449
1,145 23,704
June
8,924
10,504
295
672
523
1,326 22,244
July
9,122
10,187
364
549
506
1,052 21,780
August
7,908
8,108
231
533
479
980
18,239
September 5,947
6,678
234
498
502
890
14,749
October
7,504
10,236
222
429
498
1,074 19,963
November 7,612
9,492
209
479
507
1,037 19,336
December
10,661
8,886
259
522
613
1,333 22,274
Total
122,899 111,569 3,895 6,475 8,983
13,286 267,107
Table4.3: Outbound Travels by Purpose of Visit 2009
Purpose of Visit
Month
Tourism Business Office Study Religion
January 46,380 7,092
101
2,857
3,405
February 48,958 7,757
101
3,605
2,500
March
51,206 5,438
106
746
2,577
April
42,463 10,668 79
2,523
1,994
May
44,403 10,065 249
2,444
1,814
June
50,338 9,577
480
2,756
1,771
July
63,059 9,592
264
2,421
1,716
August
36,883 7,886
113
2,567
1,493
September 31,752 7,096
132
2,495
1,507
October 33,876 9,526
112
2,427
1,495
November 14,691 8,560
111
2,482
1,622
December 19,065 8,887
103
2,527
1,712
Total
483,074 102,144 1,951
29,850 23,606

Service Others
103,080 48,965
99,999 44,874
102,151 47,266
94,273 45,808
102,101 45,586
89,856 41,482
95,510 33,558
73,668 43,954
62,813 40,068
90,449 58,580
60,154 68,363
85,246 36,149
1,059,300 554,653

Total
211,880
207,794
209,490
197,808
206,662
196,260
206,120
166,564
145,863
196,465
155,983
153,689
2,254,578

From the above tables it becomes clear that major portion of the visitors to Bangladesh
came on business purposes. But in case of outbound tourism of Bangladesh, major
portion of visitor goes abroad for recreational purposes. This picture is very much threat
for your domestic tourism and as well as inbound tourism in Bangladesh. Vacationing
international tourists arrival in Bangladesh are much less in number than other countries
of south Asia.

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4.4.1.2 Seasonality
Tourist arrivals in Bangladesh according to seasonality are shown in the following table.
From the table it has been found that international tourists seem inclined to visit
Bangladesh during the winter season for climatic reasons. Followed by October to
December, the winter months of January to March constitute the peak season of
international tourist arrivals in Bangladesh. Another notable feature of the table is that
tourist arrivals are lowest during the rainy season (July to September).
Table-4.4 Foreign Visitors Arrival by Months2000-2009
Month
2000 2001 2002 2003 2004 2005 2006

2007

2008

2009

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

156000

182000

172000

173000

199000

207000

207000

245000

271000

208000

200000

289000

467000

267000

303000

Number
of
Arrivals

156000

January 23,160 25,548 23,711 22,193 23,670 20,213 16,382 16,733 39,345 28,632
February 18,730 20,724 16,152 19,041 25,012 15,848 13,473 17,308 30,788 26,286
March
15,982 20,062 17,898 16,506 24,262 19,853 13,659 17,579 30,079 25,114
April
14,976 19,216 15,372 15,299 23,173 16,234 12,261 23,956 25,128 24,786
May
15,647 15,926 15,771 17,996 14,959 18,535 20,971 20,853 36,929 23,704
June
14,212 16,606 15,754 21,867 23,020 17,496 17,002 24,483 39,158 22,244
July
14,809 15,517 14,345 22,957 26,991 19,773 25,604 32,223 42,457 21,780
August 13,399 16,739 14,315 19,041 21,938 15,292 14,244 20,614 36,017 18,239
September 12,874 11,015 13,022 17,968 19,860 13,166 16,823 18,509 26,723 14,749
October 15,855 13,053 18,601 23,498 21,785 15,568 17,237 27,073 43,213 19,963
November 19,489 15,265 17,136 21,028 27,208 18,399 14,734 30,308 39,996 19,336
December 20,078 17,528 25,169 27,115 19,392 17,285 17,921 39,471 77,499 22,274
Total
199,211 207,199207,246 244,509 271,270207,662 200,311 289,110467,332 267,107
%
15.30 4.01
0.02
17.98 10.94 -23.45 -3.54 44.33 61.65 -42.84
Change
Source: Special Branch
4.4.1.3 Arrivals and Overnights
International inbound tourists (overnight visitors) are the number of tourists who travel
to a country other than that in which they have their usual residence. The data on
inbound tourists refer to the number of arrivals, not to the number of people traveling.
Thus a person who makes several trips to a country during a given period is counted each
time as a new arrival. The value for International tourism, number of arrivals in
Bangladesh was 303,000 as of 2010. As the below table shows, over the past 15 years
this indicator reached a maximum value of 467,000 in 2008 and a minimum value of
156,000 in 1995.
Table 4.5: Number of tourist arrival 1995-2010
Year

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$97,000,000 2011

$103,000,000 2010

$77,000,000 2009

$75,000,000 2008

$76,000,000 2007

$80,200,000 2006

$79,000,000 2005

$76,000,000 2004

$59,000,000 2003

$59,000,000 2002

$48,000,000 2001

$50,000,000 2000

$50,000,000 1999

$52,000,000 1998

$62,000,000 1997

$33,000,000 1996

receipt
s
(curre
nt
US$)

$25,000,000 1995

4.4.1.4. International tourism, receipts (current US$)

International tourism receipts are expenditures by international inbound visitors,
including payments to national carriers for international transport. These receipts include
any other prepayment made for goods or services received in the destination country.
The latest value for International tourism, receipts (current US$) in Bangladesh was
$97,000,000 as of 2011. Over the past 16 years, the value for this indicator has fluctuated
between $103,000,000 in 2010 and $25,000,000 in 1995.
Table 4.6: International tourism, receipts (current US$)
Year

4.4.1.4. Market Share analysis of SAARC countries (Based on Arrival 2010)

Market share is the most important tool that marketers can use in order to judge the
effectiveness of marketing campaigns. This includes branding initiatives, advertising
campaigns, and any other revenue generation effort. Market share tells how organization
will determine their marketing strategies for their product. This is no exception for
tourism stakeholders.
Table 4.7: Market Share analysis of SAARC countries (Based on Arrival 2010)
Name of the Total arrivals in Market Share
country
2010
(%)
303,000
Bangladesh
3.34
5776,000
India
63.64
41,000
Bhutan
0.45
792,000
Maldives
8.73
907,000
Pakistan
9.99
603,000
Nepal
6.64
654,000
Srilanka
7.21
Total
9076000
100

Market position
6
1
7
3
2
5
4

The feature of the above table is that the main market share held by India with well over
two third of total market means first position whereas Bangladesh hold the six position
among the seven countries.
4.4.1.5 Analysis of happy planet index (HPI)
The HPI is a clear and meaningful barometer of how well a nation is doing. The HPI
measures the extent to which countries deliver long, happy, sustainable lives for the
people that live in them. The Index uses global data on life expectancy, experienced
well-being and Ecological Footprint to calculate this. The index is an efficiency measure;
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it ranks countries on how many long and happy lives they produce per unit of
environmental input. The 2012 HPI report ranks 151 countries and is the third time the
index has been published. According to Happy Planet Index the position of Bangladesh
and the SAARC countries among 151 countries are given below-

Table 4.8: Happy planet index

Name of the country
Position among 151 countries
Bangladesh

11

India

32

Bhutan

Maldives

Pakistan

16

Nepal

58

Srilanka

35

Source: http://www.happyplanetindex.org

From the table it has been seen that Bangladesh achieves Happy Planet
Index ranks #11 of all the countries analyzed. So, Bangladeshi tourism
stakeholders can use this index to attract tourist in Bangladesh and can
uphold the slogan Come Bangladesh, Visit Bangladesh and see how people
are happy here.
4.4. 2. Marketing
If Bangladesh wants to attract more tourists, then new directions, new strategies and an
integrated tourism marketing effort are required. The products offered by Bangladesh
tourism industry should be unique and should be competitive in the target market.
4.4. 2.1. Role of the National Tourism organization for Promotion and Support of
Tourism
Under Ministry of Civil Aviation and Tourism,the foremost objectives of the Parjatan
Corporation are to promote tourism in Bangladesh, build up positive image of the
country in abroad, elevate infrastructure at tourism sites, provide services to the tourists
and flourish tourist resources that exist in Bangladesh, creating employment opportunity
in different sector of this industry which is helpful to alleviate poverty. As National
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Tourism Organization, Bangladesh Parjatan Corporation has setup some hotels and
motels in different places of Bangladesh for the convenience of the tourists. We take a
look at Parjatan Corporations role in promoting tourism in Bangladesh.

4.4. 2.1.1. Marketing activities

Tourism is a publicity oriented industry. It is as far spread as much publicity is done.
Bangladesh Parjatan Corporation has a Marketing Unit. BPC participates in different
national fairs like Dhaka Travel Mart; Bangladesh Travel and Tourism Fair; Dhaka Intl
Trade Fair etc and Intl Fairs such as World Tourism Market (WTM), London; Intl
Travel Mart, Kunming, China; China Outbound Travel and Tourism Mart, Beijing,
China; ITB, Berlin, Germany and others. Marking Unit has launched a programme to
explore new tourist destinations in Bangladesh.
4.4. 2.1.2. Promotional activities
Publicity is said to be the soul of tourism. Therefore, Bangladesh Parjatan Corporation is
trying to popularize their tourism products in the local & international market through
regular advertisement in local and international press media, Radio, Television; creation
of new film on tourism attractions; starting of updated information based web site
(www.bangladehtourism.org.), publication of new folders, booklets & CD, Wall posters
are specially mentioned here.
4.4.2.1.3 Tour operator activities
The local & foreign tourists visits the tourism enriched areas of the country by tour
operator. This kind of tours either package or tailor made induced by the organization is
conducted by the tour unit either for a group or individual tourists. River-Cruise is
arranged according to the demand of the tourists using BPCs own water-vessel. FAM
Tour is conducted by Tour Unit in collaboration with Private Sectors.
4.4.2.1.4. Duty Free Shop
The corporation is operating three duty free shops at Hazrat Shajalal International
Airport and one such is Mohakhali office -premise offering shopping opportunity for the
tourists. Recently five duty free shops of Hazrat Shajalal International Airport have been
modernized and tourist can get inside the shop and select the product they prefer to buy.

4.5. Economic Impact and Investment Climate

It has been said that Tourism is a developmental strategy. Tourism can be used as an
effective tool to turn the wheels of development in any economy. Tourism impacts
various sectors of the economy. An attempt has been made in this part to touch upon the
economic impact of tourism to enhance economic development of Bangladesh and
overall importance of investment climate in tourism in the current world order.

4.5.1. Economic Impact

Tourism is vital for many countries, due to the income generated by the consumption of
goods and services by tourists, the taxes levied on businesses in the tourism industry, and
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the opportunity for employment in the service industries associated with tourism. In this
respect, the tourism sector can play an important role as a driving force of economic
development in Bangladesh. The impact this industry can have in the different stages of
economic development depends on the specific characteristics of the country. Given the
complexity of tourism consumption, its economic impact is felt widely in other
production sectors, contributing in each case toward achieving the aims of accelerated
development. The contribution of tourism to the economy of Bangladesh has been
looked at by analyzing its impact on gross domestic product, foreign exchange earnings,
Balance of payment, and employment.
4.5.1.1 Contribution to Gross Domestic Product (GDP)
The tourism sector of Bangladesh contributes significantly to GDP earnings.
Contribution to GDP earning can be shown in two ways Direct contribution to GDP
and total contribution to GDP.
4.5.1.1.1. Direct contribution to GDP
The direct contribution of Travel & Tourism to GDP reflects the internal spending on
Travel & Tourism means total spending within a particular country on Travel &
Tourism by residents and non-residents for business and leisure purposes as well as
government 'individual' spending - spending by government on Travel & Tourism
services directly linked to visitors, such as cultural (eg museums) or recreational (eg
national parks).
The direct contribution of Travel & Tourism to GDP is calculated to be consistent with
the output, as expressed in National Accounting, of tourism-characteristic sectors such as
hotels, airlines, airports, travel agents and leisure and recreation services that deal
directly with tourists. The direct contribution of Travel & Tourism to GDP is calculated
from total internal spending by netting out the purchases made by the different tourism
sectors.
The direct contribution of Travel & Tourism to GDP was BDT193.0bn (2.1% of total
GDP) in 2012, and is forecast to rise by 7.7% in 2013, and to rise by 6.4% pa, from
2013-2023, to BDT384.7bn in 2023 (in constant 2012 prices). The direct contribution of
travel and tourism to GDP are shown in the following figure-

Table 4.9: Direct contribution to GDP

Contributing Items Years
to the Economy of ( In Billion)
Bangladesh
2007 2008

2009

2010

2011

2012

2013
2023
Expected Forecast
Direct contribution 119.7 133.5 135.0 148.1 167.6 193.0 223.4
683.2
to GDP
Source: WTTC

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4.5.1.1.2. Total contribution to GDP

Total contribution to GDP means GDP generated directly by the Travel & Tourism
industry plus its indirect and induced impacts (see below). Total contribution to
employment (the number of jobs generated directly in the Travel & Tourism industry)
plus the indirect and induced contributions. The total contribution of Travel & Tourism
to GDP was BDT394.8bn (4.3% of GDP) in 2012, and is forecast to rise by 7.5% in
2013, and to rise by 6.8% pa to BDT819.4bn in 2023. The total contribution of travel and
tourism to GDP are shown in the following figureTable 4.10: Total contribution to GDP
Contributing Items Years
to the Economy of ( In Billion)
Bangladesh
2007 2008

2009

2010

2011

2012

2013
2023
Expected Forecast

Total contribution
to GDP
244.4 278.6 281.1 305.2 340.4 394.8 456.2

1455.2

Source: WTTC

4.5.1.2. Contribution to Foreign Exchange Flows

Tourism expenditures and the export and import of related goods and services generate
income to the host economy and can stimulate the investment necessary to finance
growth in other economic sectors. Bangladesh seek to accelerate this growth by requiring
visitors to bring in a certain amount of foreign currency for each day of their stay and do
not allow them to take it out of the country again at the end of the trip by providing
various tourism facilities. The foreign exchange earnings from Travel & Tourism
industry of Bangladesh are shown in the belowTable 4.11: Contribution to Foreign Exchange Flows
Years ( In Million BDT)

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

3312.60

3310.00

3967.56

4493.89

5530.65

5265.19

6124.52

5762.24

5562.70

Foreign
Exchange
earnings

2653.80

Contributing
Items to the
Economy of
Bangladesh

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Source: Tourism Statistics 2010, Bangladesh Parjatan Corporation

4.5.1.3 Contribution to Employment

The rapid development of tourism sector in Bangladesh has led to significant
employment creation. Tourism can generate jobs directly through hotels, restaurants,
nightclubs, taxis, and souvenir sales, and indirectly through the supply of goods and
services needed by tourism-related businesses. Travel and tourism contribution to
employment can be shown in two ways Direct contribution to employment and total
contribution to employment.

4.5.1.3.1. Direct contribution to employment

Direct contribution to employment means the number of direct jobs within the Travel &
Tourism industry. In 2012 Travel & Tourism directly supported 1,281,500 jobs (1.8% of
total employment). This is expected to rise by 4.4% in 2013 and rise by 2.9% pa to
1,785,000 jobs (1.9% of total employment) in 2023. ). The direct contribution of travel
and tourism to employment are shown in the following Table 4.12.
Table 4.12: Direct contribution to employment
Contributing Years
Items to the ( In 000)
Economy of
Bangladesh
2007
2008

2009

2010

2011

2012

2013
2023
Expected Forecast
1389.4 1367.6 1247.5 1240.5 1252.9 1281.6 1338.3
1784.8

Direct
contribution
to
Employment
Source: WTTC
4.5.1.3.2. Total contribution to employment
The total contribution of Travel & Tourism to employment means direct and indirect
employees related with tourism industry of Bangladesh. In 2012, the total contribution of
Travel & Tourism to employment, including jobs indirectly supported by the industry,
was 3.7% of total employment (2,714,500 jobs). This is expected to rise by 4.2% in 2013
to 2,829,500 jobs and rise by 3.2% pa to 3,891,000 jobs in 2023 (4.2% of total). Details
are shown in the following table 4.13.

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Table 4.13: Total contribution to employment

Contributing Years
Items to the ( In 000)
Economy of
Bangladesh
2007
2008

2009

2010

2011

2012

2013
2023
Expected Forecast
2943.2 2959.4 2695.8 2648.0 2633.5 2714.4 2829.3
3891.3

Total
contribution
to
Employment
Source: WTTC
4.5.1.4. Contribution to Balance of Payments
Tourism can make an important contribution to a countrys balance of payments. In
Bangladesh tourism contribution to balance of payments means receipts and payments
under tourism and other travel for such purposes as business and personal. Business
travelers are usually commercial travelers, government employees on official travel and
employees of international organizations on official missions. Personal travel covers
travelers going abroad for religious, educational, health purposes, visits to relatives and
friends, participation in sports etc.
Table 4.14: Tourism contribution to Balance of Payments

Payments

2011-2012
Receipts

1126
5
1748
9517

2010-2011
Payments

29

Payments

112

135

92

168

304

3920 13882

6094

38
1570
3882 12312

67
6027

1896 7674
1
2314 132
1664 7542
7

Receipts

13

2009-2010

Receipts

75
5922

Payments

Business
Personnel

Receipts

Entertainment,
73
Cultural
and
recreational
services
Travel ( Total)
5997

Payments

Year
(Taka In Millions)
2007-2008
2008-2009
Receipts

Items

Source: Bangladesh Bank

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Development of Tourism Industry In Bangladesh: Issues And Strategies

4.5.1.5. Multiplier Effect of Tourism
Tourism has always been developed as a multilateral industry. Unlike other productive
industries, it has wide range of inputs and, as a result, expenditures on inputs are
distributed more widely than in most traditional industries. Tourism not only creates jobs
in the tertiary sector, it also generates growth in the primary and secondary sectors of
industry. This is known as the multiplier effect which in its simplest form is how many
times money spent by a tourist circulates through a country's economy. Money spent in a
hotel helps to create jobs directly in the hotel, but it also creates economic activity and
jobs indirectly elsewhere in the economy. The hotel, for example, has to buy food from
local farmers, who may then spend some of this money on fertilizer, fuel or clothes.
4.5.2. Investment Climate
Bangladesh is a country of immense potential for investment. It has all the natural
endowments which are considered essential elements for a particular region to thrive up
as a very covetous trade and investment center. But owing to lack of prudencey, myopic
vision, lack of timely initiatives and policy interventions as well as week commitment
and slow implementation process of the schemes on part of the Government(s) are
attributed to the under exploitation of its immense potentials.
The country has a maritime Port called Chittagong port which is the only natural port of
the world. Its navigability is God gifted. Moreover, it has tremendous strategic
geographic advantages which can contribute immensely the country to be an ideal global
trade and business pivot.
Bangladesh is also at the bridgehead point of the worlds two most burgeoning and
vibrant economic blocks SAARC and ASEAN. The proposed Trans Asian Highway
and Railway are also expected to have direct linkage with Bangladesh. In brief, it can be
emphatically said that Bangladesh has all the prospects and opportunities to be an ideal
transnational trade and investment hub for the whole South and Southeast Asia.
Apart from the strategic positional advantage, Bangladesh also possesses unique
biodiversity rich in flora and fauna. It is endowed with huge enchanting landscape, green
pasture, undulating topography in greater Chittagong, natural lakes & waterfalls,
mountains, hills, hillocks, deep forests, wild life, worlds largest unbroken beach,
worlds largest mangrove forest, coral island, huge sandy beach, many different tribal
and primitive culture & life style, historical establishments, cris-cross of rivers and water
bodies. People of the country are also very hospitable and have no xenophobia. All these
features reveal the enormous opportunities for the robust growth of tourism industry in
Bangladesh which also act as a catalyst to woo enhanced investment in the country.

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4.5.2.1. Investment policy of Bangladesh
Bangladesh offers an unparalleled investment climate compared to the other South Asian
economies. Here are eight key pointers to Bangladesh's investment climate today.

Bangladesh is a largely homogeneous society with no major internal or external

tensions and a population with great resilience in the face of adversity (e.g.
natural calamities).
Bangladesh is a liberal democracy. The population of this country irrespective of
race or religion have been living in harmony and understanding for thousands of
years.
Broad non-partisan political support for market oriented reform and the most
investor-friendly regulatory regime in South Asia.
Trainable, enthusiastic, hardworking and low-cost (even by regional standards)
labor force suitable for any labor-intensive industry.
The geographic location of the country is ideal for global trade, with very
convenient access to international sea and air routes.
Bangladesh is endowed with abundant supply of natural gas, water and its soil is
very fertile.
Although Bengali (Bangla) is the official language, English is generally used as a
second language. The majority of the educated population can read, write and
speak in English.
As a result of low per capita GDP, present domestic consumption is not
significant. However, it should always be considered that there exists a middle
class with over 10% of the population. As economic growth picks up, the
purchasing power will also grow substantially.
Bangladeshi products enjoy duty free and quota free access to almost all the developed
countries. Most Bangladeshi products enjoy complete duty and quota free access to EU,
Canada, Australia and Norway
4.5.2.2. Step by step Procedure of investment in Bangladesh
Implementing a private sector industrial project in Bangladesh either local, joint venture
or 100% foreign follows a rather simplified process. Once an investor to do business in
Bangladesh, the first thing is to have relevant, sufficient and reliable information on the
investment and business climate, opportunities, competitive strengths, industry structure
etc.

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Figure 4.1: Step by step investment procedure in Bangladesh
Roadmap to
investment in
Bangladesh

Arrivals in Bangladesh

Help desk of Board of Investment at

airport

Opening a
Account

Bank

Trade license from

local gov. Body

The certificate from

income tax office

Private limited company

Import machinery
Open letter of credit

Industrial adhoc IRC

form CCIE with
recommendation BOI

Company formation and

RJSCF registration

Public limited company

Plan set up

Application for BOI

registration
BOI prescribed form
Project profile
Memorandum of article of
association

VAT registration
form from NBR

Certificate of incorporation
Land information and document
Machinery details
Tax Identification number
VAT Registration

Clearing of capital
machinery

Trade license
Pay order

DOE clearance
Fire license

Source: Board of Investment

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4.5.2.3. Tourism Investment Opportunities in Bangladesh
Investment both domestic and overseas sources in the tourism sector is welcome. Such
investments can be made either independently, or through joint venture on mutually
beneficial terms and conditions or through public private partnership. 100% foreign
investments as well as joint venture with local private partners or with public sector are
also encouraged.
4.5.2.3.1. Registration Authority
The board of investment (BOI) is the statutory body responsible for approval of foreign
investment in Bangladesh.
4.5.2.3.2. Opportunities in investment
Facilities and incentives ensured to foreign investors are as underTable 4.15: Opportunities in investment
No.
of Incentives
Particulars
1.
Tax
Tax exemption on royalties, technical knowhow and
Exemptions:
technical assistance
fees and the facilities for their
repatriation.
Tax exemption on the interest on foreign loan
Tax exemption on capital gains from the transfer of shares
by the investing company
Generally 5 to 7 years. However, for power generation
exemption is allowed for 15 years.
2. Duty:
No import duty for export oriented industry. For other industry it is
@ 5% ad valorem.
3. Tax Law:
i. Double taxation can be avoided in case of foreign investors on the
basis of bilateral agreements.
ii. Exemption of income tax up to 3 years for the expatriate
employees in industries specified in the relevant schedule of Income
Tax ordinance.
4. Remittance:
Facilities for full repatriation of invested capital profit and divided.
5. Exit:
An investor can wind up on investment either through a decision of
the AGM or EGM. Once a foreign investor completes the
formalities to exit the country, he or she can repatriate the sales
proceeds after securing proper authorization from the Central Bank.
6. Ownership:
Foreign investor can set up ventures either wholly owned on in joint
collaboration with local partner.
Source: BOI Report, 2008 site available at: http://www.boi.gov.bd/invest_incentive.php

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4.5.2.4. Tourism Investment Statistics in Bangladesh

Travel & Tourism investment in 2012 was BDT37.3bn, or 1.6% of total investment. It
should rise by 0.5% in 2013, and rise by 6.0% pa over the next ten years to BDT67.4bn
in 2023 (1.5% of total). The following table shows the present scenery of travel and
tourism investment in Bangladesh.
Table 4.16: Tourism investment statistics in Bangladesh
Contributing Items Years
to the Economy of ( Bangladeshi Taka In Billion)
Bangladesh
2007 2008 2009 2010 2011 2012
13.5

22.6

24.9

28.3

32.2

37.3

2013
2023
Expected Forecast
40.3
119.7

Capital investment
Source:WTTC

4.5.2.5. Barriers to Investment

From the above delineation, it is evident that Bangladesh has all the prospects, potentials
to grow as a very lucrative and attractive epi-center of investment.But ironically lack of
vision & mission on part of the successive Governments, dearth of prudence &
statesmanship, lackadaisical effort, inconsistent & unpredictable policy measures, slow
decision making process, lackluster & protracted implementation process, lack of proactiveness and leadership acuity have colossally contributed to under-exploitation of the
ample potentials of Bangladesh..
4.5.2.5.1. Infrastructure Weakness
Electricity: Frequent power supply disruption costs heavy on trade, business and
production in Bangladesh. Due to very erratic power supply, production and service are
seriously hampered.
Road Communication & Transportation: Transportation problem is also a great
problem for business. Lack of required road facilities appear as a formidable challenge to
business. Apart from dearth of needed road facilities, inefficient transportation system
stemming particularly from weak traffic management system in Bangladesh, sometimes
cause havoc to business.
Port and ICD: Inadequate port and ICD facility is one of the main roadblocks to
business. Port service is very inefficient which makes it the most costliest port in the
region. Congestion of vessels and containers is a regular phenomenon. Corruption,
mismanagement and inefficiency of Chittagong Port sometimes make our exportable
items uncompetitive in international market.

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Gas Connection: Getting gas connection for industry is a very big problem. Unusual
delay and huge rent seeking by the gas company officials is a common phenomenon.
Sometimes the gas pressure becomes very low, hampering production.
Water and Sewerage: Getting water and sewerage connection for business and industry
is also a great problem. Moreover, water supply is very erratic resulting in serious
disruption in production particularly which is water related.
Weak Railway and Waterway: The inadequate and weak railway and waterway has
been seriously precluding the desired growth and development of trade and investment in
the country.
4.5.2.5.2. Institutional Problems
Bank: Access to fund in Bangladesh, though is not a great problem, but the cost of
getting it is huge. Lending rate for industry is very high which still over 12% is. But the
lending rate is 3% - 7% in neighbouring and comparable countries like India, Pakistan,
Sri Lanka and Thailand.
Customs, VAT and IT: Customs has been widely recognized as the most conspicuous
barrier for the growth of business in Bangladesh. The corrupt customs officials are
responsible for the drainage of large chunk of money of the businessmen without any
receipt. Paying VAT and Income Tax and getting refund or rebate of it when becomes
due is highly embarrassing for the businessmen.
Other Government Functionaries: The capacity of other Government functionaries,
like port, shipping, insurance, finance, commerce, energy, environment, industry etc.
affecting trade, commerce, industry and investment of the country is very meager. The
personnel of most of these so called trade and investment facilitating Government
functionaries are seemingly busy with making their own fortune by harassing and
trapping the valued entrepreneurs rather building their knowledge base to help
businessmen to get their problem solved.
4.5.2.5.3. Lack of good Governance
Policy Initiatives: Governance, which is related to government interaction and dealing
with business by means of regulatory affairs, is rather a great problem for the sustainable
business development in Bangladesh.
Corruption: Corruption is pervasive. Getting any approval, giving speed money is must.
Discriminatory powers of the Govt. officials encourage them to be corrupt and
whimsical.
Centralized and slow decision making process: One of the most formidable challenges
to business in Bangladesh is centralized and slow decision making process. Due to lack
of decentralization of administration, the businessmen have to frequently visit to or
establish permanent office in Dhaka, increasing the cost of business. The problem
becomes colossal for SMEs.

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Complexed and lengthy permission procedure: In doing business , the entrepreneurs
have to take permissions from a number of different ministries and departments. But the
process is very complexes and slow.
Inexperienced and non-responsive Government Officials: In most cases, the Govt.
Officials are inexperienced, less knowledgeable, non-committed and non-responsive to
the need of the trade and business. They cannot meet the information need and
facilitation requirement of the entrepreneurs. This is a great problem for business growth
and investment inflow in the country.
Procrastinating Implementation process: Sometimes, the implementation of
development programmes and supportive policy initiatives already undertaken is very
slow and lackadaisical. This go slow mentality in materializing the development schemes
and policy initiatives simply disheartens the entrepreneurs to go with any investment
plan in Bangladesh.
Flagging law and order situation: Flagging law and order situation in the country
including extortion, smuggling, mugging, kidnapping, killing etc. are big problems to
business development.

4.6 Human Resource Development

Tourism is an income generating activity of the highest importance in the current world
and holds great economic promise for the developing countries. Recognizing the need for
training in all areas involved with tourism development, the National Hotel & Tourism
Training Institute (NHTTI) was established in 1974 under Bangladesh Parjatan
Corporation (The National Tourism Organisation).
The efficient management of Tourism Products depends upon professional training. In
order to develop professionalism and provide a cadre of skilled and trained manpower to
meet the increasing demands of the trained personnel for Hotel & Tourism Industry both
at home and abroad, this Institute offers various courses of different duration. Besides
offering regular courses, NHTTI in 1994 as a test case for the first time started a two
year long diploma in Hotel Management Course. With the expansion of tourism in the
country, need for skilled manpower in the supervisory level is felt every now and then.
Hence, Diploma certificate in Hotel Management Course has been re-introduced on a
regular basis. The institute also provides in-service and on the job training for BPC
personnel and arrange special seminar and workshop related to tourism development
4.7. Tourism Organization and Management
The organization and management of the tourism sector is vital to the implementation of
the Tourism Strategy. For this reason this section will discuss the various tourism
organizations roles and functions for Promotion and Support of the Tourism in
Bangladesh.

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4.7.1. Role of the Government in Tourism
The Government role in Tourism is to provide leadership for the total industry as an
economic force in the nation. It should, however, only intervene where the industry itself
is unable to act effectively. Specifically the Government roles are to:
Formulate medium to long-term tourism policy, plan for tourism development,
and regulate tourism activities through legislation, licensing and classification.
Monitor performance on quality, safety and targets.
Facilitate tourism development by providing the economic, infrastructure,
regulatory, fiscal and political environment that encourages investment and
orderly growth.
Ensure the marketing of the Republic of Macedonia as a tourist destination.
4.7.2. Ministry of Civil Aviation and Tourism
Ministry of Civil Aviation and Tourism was a ministry under central government
before independence. After independence of Bangladesh in 1971 matters relating to
communication and tourism were vested with the Ministry of Commerce.
In 1972, Civil Aviation Division was created and brought under the Ministry of
Shipping, Inland Water Transport and Civil Aviation. However, an independent Ministry
of Civil Aviation and Tourism was created in August 1975. This again became a
Division under the Ministry of Communication in January 1976. A separate Ministry of
Civil Aviation and Tourism was created again in December 1977. On 24th March 1982
the ministry was abolished and Civil Aviation and tourism Division became a new
Division under the Ministry of Defense. In 1986, Ministry of Civil Aviation and Tourism
was re-established as a ministry and has been continuing as such since then.
4.7.2.1. Mission Statement
-To contribute to the national growth through ensuring secure aviation transportation,
development of countrys airlines and tourism industries.
4.7.2.2. Major Functions
a) Formulation and implementation of laws and policies relating to civil aviation
b) Modernization and rationalization of airports, air routes and air services
c) Supervision of activities relating to air space control, safe take-off and landing of
aircraft, aeronautical inspection, and the issuance of licences for aircrafts and pilots
d) Formulation of laws and rules relating to registration of travel agencies and
monitoring of their implementation
e) Formulating, updating and implementing the laws and policies for tourism, taking into
account global perspectives
f) Undertaking research for development of the tourism industry, its modern
management and creation of skilled manpower
g) Establishing, directing and controlling of associated/service-oriented organizations for
the overall development of the tourism industry
h) Signing of contracts relating to civil aviation and tourism with local and international
organizations and supervision of all activities concerned with co-ordination.

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4.7.2.3. Medium-Term Strategic Objectives
Table 4.17: Medium Term Strategic Objectives and Activities of Ministry of civil
aviation and tourism
MediumActivities
Implementing
Term
Departments/Agencies
Strategic
Objectives
1. Safe and
Infrastructural development of airports
Civil Aviation
secure
Authority
Undertaking complete measures for
aviation
fully fledged air transportation at
Biman
system
domestic airports
Bangladesh
Airlines Ltd.
Construct Bangabandhu Sheikh Mujib
International Airport
Upgrading the Bangladesh Civil
Aviation Authority up to category-1 of
the standard set at KFFAA
Increase all internal facilities for the
passengers
Conducting training programmes on
air transport management and safety
2.
Efficient
Aviation
Ensure low cost, faster and on time Civil
and
Authority
cargo transportation in regional and
competitive
international routes
air
cargo
transport
system
3. Expansion
Identify potential tourist spots
Bangladesh
of inbound
scattered over different places of the
Parjatan
tourism
country and modernize and expand
Corporation
existing ones
Involve local government institutions
in tourism activities
Create infrastructure and improve
management of the tourism industry
through Public Private Partnership
(PPP)arrangements
Establish Exclusive Tourist Zones for
foreign tourists
Development of tourism related
Bangladesh
products
Tourism Board
Produce documentary films and
Bangladesh
advertisements, arrange tourism
Parjatan
promotion events and give wide publicity in
Corporation
foreign electronic & print media
Conduct tourism related training
Bangladesh
courses and establishing 4 more
Tourism Board
tourist training centers

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4.7.2.4. Priority Spending Areas/Programmes

Table 4.18: Priority Spending Areas/Programmes of Ministry of civil aviation and
tourism
Number Priority Spending Areas/Programmes

Development and modernization of civil aviation

related
infrastructure:
It is very essential to create and expand the civil aviation
infrastructure in order to expand air transportation, ensure
air safety and provide improved services to the increasing
number of passengers.
Modernisation of existing tourism infrastructure and
development
related infrastructures
International as well as domestic tourism will receive a
boost with the identification of more new tourist spots,
reconstruction/repair/renovation and modernization of
existing tourist establishments and construction of tourist
infrastructure at different tourist attractive places of the
country.
Wider publicity for tourism-promotion events:
Tourism is a very fast expanding industry throughout the
world. Number of tourists coming to Bangladesh is very
insignificant as compared with other SAARC countries.
4. Development of physical infrastructure for tourism
under PPPs:
Since infrastructure development projects of civil aviation
and tourism sector are very expensive, it would not be
possible for the government alone to fund all the
infrastructure development in this sector.
5. Conducting training for human resource
development:
It would not be possible to attract foreign tourists and
foreign investments in tourism sector unless there is
sufficient skilled manpower to deliver services up to the
international standard.

Related
Strategic
Objectives
Safe
and
secure aviation
system
Efficient and
competitive air
cargo transport
system
Expansion of
inbound tourism

Expansion
of
inbound tourism

Expansion of
inbound tourism

Expansion of
inbound tourism

4.7.3. Bangladesh national Tourism Organization

Bangladesh national tourism organization called The Board of Bangladesh Parjatan
Corporation established in the year 1973 consists of a Chairman and 3 whole- time
Directors.
4.7.3.1. Objectives of National Tourism Organization (NTO)
To introduce Bangladesh globally as a top tourist destination and develop its
tourism prospects and facilities.
To establish tourism infrastructures in Bangladesh.
To develop, expand and promote tourism business
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Development of Tourism Industry In Bangladesh: Issues And Strategies

To create tourism awareness among the people.
To establish institutes for instruction and training of potential tourism personnel.
To publish tourism publications.
4.7.3.2. Functions of National Tourism Organization (NTO)
To promote and develop tourism.
To establish tourism infrastructures in Bangladesh.
To provide facilities to undertake measures and carry out all kinds of activities
connected with tourism
To acquire, establish, construct, arrange, provide and run hotels, restaurants, rest
houses, picnic spots, camping sites, theatres, amusement parks and facilities for
water skiing and entertainment.
To establish institutes for instruction and training of potential tourism personnel.
To bring out tourism publication.
4.7.3.3. Recent Achievements
Construction of one motel with 4 rooms, a 100-seat conference hall, one 200 bed youth
Inn and the development of a Buddhist temple have been completed at Kuakata tourist
spot. Construction work of one motel with 16 air conditioned rooms, 1 conference hall
and one restaurant at Srimangal and construction work of a 30-seat restaurant at Jaflong
has started. One 20- seat snacks corner has been set up near Kantaji Temple in Dinajpur.
6 more air conditioned rooms and a conference hall has been constructed at the Dinajpur
Motel. A motel with 12 rooms, 1 restaurant and 1 dormitory has been constructed at
Chapainababgong. Zamidar Bari in Kishorgong has been renovated and a rest house has
been constructed there. Repair and redevelopment of 2 motels in Rajshahi and Rangpur
have started. In Chittagong, construction of 1 modern motel with 66 air conditioned
rooms, one 400-seat conference hall has commenced. Expansion of Hotel Saibal at Coxs
Bazar with 69 air conditioned rooms and other facilities have also begun. Construction of
one motel with 51 rooms, 1 conference hall and 1 restaurant has been commenced in
Rangamati. A list showing the tourist attractive/potential spots in all districts have been
prepared. The Bangladesh Tourist Reserve Area and Special Tourist Zone Act, 2010 and
Rules of this Act have been promulgated. For the first time, brochures focusing on
important factual information regarding Bangabandhu Memorial Museum housed at the
Father of the Nation Bangabandhu Sheikh Mujibur Rahmans Dhanmondi residence and
the Bangabandhu Graveyard at Tungipara, have been published. Tourism vision-2011
has been formulated.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

2016-17
60
600
600
600

1050
200
400
500

280
300
400
500

338
350
400
500

820
25
35
45

Revised
Target
2012-13
2013-14
2014-15
2015-16
800
142
130
400

Target
800
142
130
400

Term

30
35

10
15
20
25
15
20
25
30

15

10

18
0
18
0
18
20
25
30
0
35
0
10
15

725
225
100
200

800
214
100
200
-

Nu
mb
er
-

Nu
mb
er
-

K
M

Perso
n

Seat

Bed

1
3

10

1
3

1
1
1
1

3
3
5
8

1
33

Number

Tourist
spots
identified
Accommodati
on facilities
created
Restaurant
Facilities
created
Conference
Facilities
created
2.
Involve
local Roads
government
developed
institutions in tourism Bridge
activities
constructed
Tourist spots
developed
3. Establish Exclusive
Recreational
Tourist Zones for
Facilities
foreign tourists
provided with
Security
measures in
Exclusive
environment
4. Create infrastructure
Private
and
improve entrepreneurs
management of
encouraged
tourism
industries
through Public Private
Partnership
(PPP) arrangements

Number

1. Identify the potential

tourist spots scattered
over different places of
the
country
and
modernize and expand
the existing ones

Numb
er

Revised
Target
Actual

Unit
of
Measurement

Related
Strategic
Objectives

Output
Indicator

4.7.3.4. Activities, Output Indicators and Targets

Table 4.19: Activities, Output Indicators and Targets of Bangladesh Tourism Board
Activities
20102011Medium
11
12
Targets

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80
1.70

30
1.40

40
50
60
70

30
1.40

1.50
1.50
1.60
1.60

20

1.20

Human
resource
developed

20

1.30

Documentary
films
produced

Number

5. Produce documentary
films
and
advertisements,
arrange tourism attractive
events and
give wide publicity in
foreign electronic & print
media
6. Maintaining tourism
related training courses
and
establishing
4
more
tourist training centres

Person
(thousand)

Development of Tourism Industry In Bangladesh: Issues And Strategies

4.7.3.5. Medium Term Expenditure Estimates by Operational Unit, Programmes

and Projects

2016-17
5,53,26
2,71,19

2015-16

2014-15

5,12,25

4,39,19
2,15,31

2,51,11

8,67,00
4,25,00

4,74,33

2,50,00
9,21,00

2,32,50

5,00,00
12,00,00

Development of Tourism Facilities at

1
Chapainabahganj,
Kishoreganj,
Rajshahi
and Rangpur (01/07/2010-30/06/2013)

11,00,0
0

8,00,00

Approved Projects
Development of Tourism Facilities in
Different Places Of Bangladesh

2013-14

Medium Term Targets

2012-13

Revised
2011-12

Budget
2011-12

Name of the Operational Unit/

Programme/Project

Related
Activity
Actual
2010-11

Table 4.20: Programs and Policies of Bangladesh tourism Board

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23,89,61
32,14,06
32,14,06

32,14,06

22,12,63
29,75,99
29,75,99

29,75,99

20,48,74
27,55,57
27,55,57

27,55,57

18,96,98
25,51,48
25,51,48

25,51,48

37,45,00
50,37,00
50,37,00

50,37,00

6,47,00
18,18,00
18,18,00

18,18,00

6,47,00
23,47,00

(Non-

23,47,00

Total
Development+Development):

19,04,00

Total -Development:

19,04,00

19,04,00

Total -Approved Projects:

23,47,00

Construction of a New Parjatan Motel at

1
Motel Shaikat Compound in Chittagong
and
Horizontal Extension of Hotel Shaibal at
Coxs Bazar.

4,00

Development of Tourism Industry In Bangladesh: Issues And Strategies

(Taka in Thousand)
4.7.4. Bangladesh Tourism Board
Amid strong demand from the private sectors and the tourism professionals, the present
government, as one of the pre-election pledges to the nation established Bangladesh
Tourism Board as the National Tourism Organization of the country. The organization
has been established as the Statutory Body by dint of Bangladesh Tourism Board Act2010 passed in the parliament which was in force from July 18, 2010.
It was felt imperative to have a National Tourism Organization (NTO) in the country
over the years which will steward all promotional and development activities for tourism
industry. But for a full-fledged NTO, the responsibility was not properly aligned and
identified. Even though Bangladesh Parjatan Corporation was established in 1973, it
could not play the role of an NTO as this organization was given the dual responsibility
to pioneer and run tourism business installations and services as well as promotional
activities since its inception. Currently the organization is running its activities with the
revenue it can generate running its hotels, motels and duty free operations.
From early 80s a comprehensive change happened in the public management of tourism
industry. The governments started to release their control and regulation on tourism and
encouraged private sector to come in policy planning, development and promotion of
tourism. The Government regulatory Authority of Tourism transformed into promotional
agency having considerable participation of the private sectors. This change in the
management framework of tourism spurred the inward investment to destination
development and management.
The NTO on the basis of public and private partnership has become the best practice of
tourism management by the government. Even Nepal, having public-private partnership
NTO, has been successful in development and promotion of tourism industry. United
Nation World Tourism Organization (UNWTO) strongly recommends the public-private
partnership in tourism management.

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4.7.4.1. Governing Body of Bangladesh Tourism Board
Bangladesh Tourism Board is a public private partnership NTO. It has a governing body
of 17 members, of them five from different industry organizations such as TOAB,
TDAB, ATAB, Academician and researchers and women representatives. Ten members
from their respective ministries. The Secretary of the Ministry of Civil Aviation and
Tourism is the Chairman of the Governing body. The Chief Executive Officer is the
Member-Secretary and the Administrative Chief to implement the decisions of the
Governing Body and anything ancillaries to tourism.
The governing body consists of the following officials:
Secretary, Ministry of Civil Aviation
A Representative from the Finance Division, Ministry of Finance, Joint
Secretary or equivalent
A Representative from the Local Government, Joint Secretary or equivalent
A Representative from the Ministry of Law, Justice and Parliamentary Affairs,
Joint Secretary or equivalent
A Representative from the Ministry of Cultural Affairs, Joint Secretary or
equivalent
A Representative from the Ministry of Chittagong Hill Tracts Affairs, Joint
Secretary or equivalent
A Representative from the Ministry of Home Affairs, Joint Secretary or
equivalent
A Representative from the Ministry of Environment and Forest, Joint Secretary
or equivalent
A Representative from the Ministry of Foreign Affairs, Joint Secretary or
equivalent
A Representative from Ministry of Land, Joint Secretary or equivalent
Chairman, Bangladesh Parjatan Corporation
A Representative from Travel Agency Association or equivalent organization
A Representative from Tour Operator Association or equivalent organization
A Representative from Hotel, Resort, Restaurant Association or equivalent
organization
An Academician or Researcher as Representative with experience regarding
tourism
A Woman Representative with experience regarding tourism
4.7.4.2. Functions and responsibility of Bangladesh Tourism Board
Bangladesh Tourism Board Guidelines:
To construct various rules under the law where the main objective is to fill in the
gap of existing tourism rules and let regulations proceed.
To develop Tourism Industries through various planning related activities and
side by side give advice as well as directions.
To create general awareness regarding tourism protection, development and
exploration.
To execute responsible tourism through creation of some helping hand on behalf
of government like as personal sector, local people, local admin, NGO, women
federation, media.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

To create better communication channel for the International Tourists

Organizations in Bangladesh with both government and private tourism related
organizations.
To create a strong and safe foothold for the Bangladeshi Tourist by coordinating
with respective government organizations.
To create a tourism friendly environment in Bangladesh and to market its tourism
potential in both domestic and foreign nations.
To develop human resource for tourism sector by creating training facilities and
to provide them with the right directions.
To attract tourists by maintaining quality and relevant material which in turn can
provide smooth tourism service and ensuring necessary actions that need to be
taken for maintenance.
To ensure the participation of physically challenged people.
To protect women rights and ensure their participation in the tourism sector.
To research on tourism industry, to survey international markets and to analyze
the data.
To support the small tourism based industries and to provide them the right
direction.
To organize tourism related fairs and to encourage tourism through various
promotional techniques.
To create a database regarding tourism prospects.
To comply with whichever duty imposed by the Government.

4.7.4.3. Recent Achievements

Two TV commercials of international standard were prepared and circulated throughout
the world on the occasion of ICC World Cricket Cup in the financial year 2010-11.
Information centres were set up at different stadium venues for distribution of publicity
materials and providing service to the foreign tourist who came to Bangladesh on the
occasion of the ICC World Cup. A tourist help line
(13801) had been introduced. Publicity bill boards were set up at different airports and
important places, BTV logo pasted at pitch mat, souvenir published and brochure
distributed. Folk festivals were organized at Hotel Sonargeon in honour of foreign
guests. A pre campaign workshop with people from different professional groups
connected with tourism was arranged for implementation of the Visit Bangladesh
Campaign in June 2011. World tourism day-2011 was observed and Asian Tourism Fair
arranged.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Related
Strategi
c
Unit of
Measure
ment

Revised
Target

Actual

Target

Revised
Target

2012-13

2013-14

2014-15

2015-16

2016-17

1.
Developme
nt of
tourism
related
product
2. Produce
documentar
y
films and
advertiseme
nts,
arrange
tourism
attractive
events and
give wide
publicity in
foreign
electronic &
print media

Output
Indicato
r

4.7.4.4. Activities, Output Indicators and Targets

Table 4.21: Activities, output indicator and targets of Bangladesh tourism Board
Activities
2010-11 2011-12 Medium
Targets

Product
developm
ent

numb
er

2
0

3
0

5
0

Documen
tar
y films
produced
TV
commerci
al
prepared
Tourism
related
Events
arranged

numb
er

numb
er

10

1
0

1
0

1
0

1
0

1
0

numb
er

1
0

20

2
5

2
5

2
5

2
5

2
5

Term

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Development of Tourism Industry In Bangladesh: Issues And Strategies

2016-17

4,58,88

4,95,60

4,58,88

4,95,60

4,95,60

2015-16

4,24,90
4,24,90

4,58,88

2014-15

3,93,43
3,93,43

4,24,90

7,76,70
7,76,70

3,93,43

66,52,00
66,52,00

7,76,70

66,52,00
66,52,00

66,52,00

1,00,00

Total
(NonDevelopment+Development)
:

Term

1,00,00

Total Non-Development

66,52,00

1,00,00

1-2

Operational Unit
Bangladesh Tourism Board

2013-14

Medium
Targets

2012-13

Revised
2011-12

Budget
2011-12

Actual
2010-11

Name of the Operational

Unit/
Programme/Project

Related
Activity

4.7.4.5. Medium Term Expenditure Estimates by Operational Unit, Programmes

and Projects
(Taka in Thousand)
Table 4.22: Medium Term Expenditure Estimates by Operational Unit, Programmes and
Projects of Bangladesh tourism Board

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Chapter-5 Physical setting of the study area

5.1Introduction
To conduct any research it is significant to know the physical setting of the study area because
physical setting of the study area tells the researcher how to conduct the research. It helps the
researcher to determine the research methodology. Since the major part of this research is based
on four tourist spots namely, Cox;s Bazar, St. Martin , Sundaban and Kuakata, so the researcher
feels urgency to give a precise description about the study area.
5.2 Coxs Bazar
Cox's Bazar Municipality is located just beside the Bay of Bengal which is situated in the south
east corner of the town. The range of hills runs parallel to the beach for about 96 km. During low
tide people can drive jeeps along the beach for a long distance where they can enjoy views of
both the sea and the hills in parallel. The sea is safe for bathing, swimming and surfing as it is
free from sharks and other dangerous species. The exquisite pagodas and Buddhist temples in
and around the town are also tourist attractions. Tourists can visit other beautiful beaches like
Himchari, Inani, Teknaf, Moseskhali, Sant Martin and Sonadia islands. It is worth mentioning
that tourists can also enjoy exotic food including delicious sea-fish and world famous shrimps.
5.2.1 Transportation of the study area Coxs Bazar
Coxs Bazar can easily be accessed by both air and road although the later is preferred by most
tourists. A three km. long Kalatoli road passes through the municipality and ends up at the beach.
As per the municipality officials the area has a total of 47 roads out of which the three major
ones: the main road; the new circuit road; and the motel road were constructed and maintained
by the roads and highways department of the government. The other 44 roads are under the
maintenance of the municipality. On an average 500 passenger buses and 200 cars and
microbuses enter the town everyday. Until 1950 there was no rickshaw (local three-wheeled
manually driven vehicle) commuting into the area and in the first part of 1951 only two
rickshaws were seen moving in the area (Ahmed, 2005). At present more than 5000 rickshaws
commute providing cheap, convenient and environmentally friendly means of transport.
5.2.2 Weather and Climate of the study area Coxs Bazar
These are not simply sight-seeing excursions, but real-time learning experiences. Enjoy an ideal
blend of adventure and exploration with comfort and relaxation. Here you find that you are not
alone. With us, any place in Bangladesh is a home away from home. The climate is subtropical
with temperatures ranging from a day time low of 12C in the cold season to a maximum 38C in
the summer with an average annual rainfall of 78.8 inches. The country has six seasons. They
are Winter, Spring, Summer, Rainy, Autumn and Late Autumn. Winter is a pleasant season when
average maximum and minimum temperatures are 26.5C and 13.5C respectively. But the best
season for the tourists is from October -March. However, the rainy season has got its own charm
for the tourists. The weather and climate of the study area Coxs Bazar are given below-

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Table 5.2.2.1: Weather forecast of Coxs Bazar

Normal Maximum Temperature (C)

Station name

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

26.7 28.5 30.9

Cox's_Bazar
Normal Minimum Temperature (C)

32.1

32.3

30.7

30.0

30.2

31.6

31.6

30.0

27.5

15.0 17.0 20.7

Cox's_Bazar
Average Normal Rainfall in mm

23.9

25.1

25.2

25.1

25.0

25.0

24.3

21.1

16.5

4.1

121.8

286.8

801.9

924.6

667.1

330.1

213.6

109.4

13.0

Cox's_Bazar

JAN

FEB

17.0

MAR

34.7

Source-http://www.bmd.gov.bd
5.3 St.martins Island
This small coral island about 10km (6mi) south-west of the southern tip of the mainland is a
tropical clich, with beaches fringed with coconut palms and bountiful marine life. There's
nothing more strenuous to do here than soak up the rays, but it's a clean and peaceful place
without even a mosquito to disrupt your serenity. It's possible to walk around the island in a day
because it measures only 8 sq km (3 sq mi), shrinking to about 5 sq km (2 sq mi) during high
tide. Most of island's 5500 inhabitants live primarily from fishing, and between October and
April fishermen from neighboring areas bring their catch to the island's temporary wholesale
market. 3 ships leave Teknaf for St Martin every day and takes around 3 hours.
5.3.1 Transportation of the study area St.martins Island
Getting to St. Martin's is a three-step program. First you'll need to fly or bus it down to Cox's
Bazar, and then catch a bus or car to Teknaf, which is right on the very tip of Bangladesh,
sandwich up against Myanmar. From Teknaf ships run daily to St. Martin Island . The total
distance from Dhaka to the island is 510km (316ml)
5.3.2 Weather and Climate of the study area St.martins Island
Since there is no weather station at St. Martin, so nearest weather station has been considered to
forecast the weather condition of St. Martin.The Weather and Climate of the study area
St.martins Island are given below-

Table 5.3.2.1: Weather forecast of St. Martin

Normal Maximum Temperature (C)
Station name

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

27.2 28.8 30.8

31.9
Teknaf
Normal Minimum Temperature (C)

32.1

30.3

29.8

30.0

31.4

31.4

30.2

28.1

15.1 17.1 20.6

Teknaf
Average Normal Rainfall in mm

23.9

25.2

25.2

25.0

24.9

24.9

24.0

21.1

17.0

1.9

73.0

259.9

968.1

1029.7

898.9

402.1

207.4

75.7

5.9

Teknaf

JAN

FEB

16.5

MAR

15.3

APR

Source-http://www.bmd.gov.bd

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5.4 Sundarban
One of the most attractive place in the world.Located at about 320km. West of Dhaka. Here in
the south, spread over an area of about 6000 sq. km. of delta swamps along the coastal belt of
Khulna is the biggest mangrove forest, Sundarbans (beautiful forest) the home of the Royal
Bengal Tiger.These dense mangrove forests are criss-crossed by a network of rivers and creeks.
One find here tides flowing in two directions in the same creek and often tigers swimming across
a river or huge crocodiles basking in the sun. Other wildlife in this region is cheetahs, spotted
deer, monkeys, pythons, wild bears and hyenas. There are rest houses for the visitors to stay and
enjoy the unspoiled nature with all its charm and majesty. Spending some times inside the forest
can be a rare treat for the lovers of nature. BPC offers package tours to Sundarbans.
5.4.1 Transportation of the study area Sundarban
The forest is accessible by river from Khulna and Mongla. Only means of transportation inside
the forest is boat. There is no road, no trail of a path anywhere. The wood-cutters make
temporary dwellings at the edge of the forest at a height of 8-10 feet for fear of wild animals
others live on boats. In the chandpai region it is fascinating to see the nomadic fishermen (living
with families on boats) catching fish with the help of trained offers. Exciting activities take place
in Dublar Char in the forest where fishermen from Chittagong gather for four months (mid Oct.
to mid Feb.) to catch and dry fish. But the most daring and exciting of all activities is presented
by the honey-collectors who work in groups for just two months (April-May) and it is interesting
to see how they locate a hive and then collect honey.
5.4.2 Weather and Climate of the study area Sundarban
Climate in the Sundarban is moderate. Air is humid. Full monsoon is from June to September.
The annual rainfall average between 65" and 70". During ebb-tide the forest becomes bare by 6-7
feet and at high tide (30 miles and hour) the entire territory of the forest floats on water. Journey
time: It varies depending on tides against or in favor in the river. Usually it takes 6 to 10 hours
journey by motor vessel from Mongla to Hiron Point or Katka.
Best time to visit the Sundarban is from November to March. Exciting honey collection season is
during April-May. Hunting is prohibited by law in the country for the preservation of wildlife.
Certain species of birds, however, can be shot with prior permission of the Divisional Forest
Officer, Khulna .
Table-5.4.2.1 Weather forecast of Shundarban
Normal Maximum Temperature (C)
Station
name

MAY

JUN

JUL

AUG

SEP

OCT

NOV

25.6 28.5 33.1

34.6
Khulna
Normal Minimum Temperature (C)

34.3

32.9

31.8

31.8

32.0

32.0

29.9

DE
C
26.
5

12.4 15.4 20.5

Khulna
Average Normal Rainfall in mm

23.9

25.2

26.1

26.0

26.2

25.8

24.1

19.6

13.
9

13.3

87.5

200.0

335.6

329.8

323.5

254.7

129.8

32.1

6.6

Khulna

JAN

FEB

44.4

MA
R

52.1

APR

Source-http://www.bmd.gov.bd

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5.4.3 Authorities and the Safety Factors of the study area Sundarban
Prior permission must be obtained through written application from the Divisional Forest Office,
Circuit House Road , Khulna (Phone 880-41-20665, 41-211731) to visit the Sundarban. Required
entrance fees for visitors, vessel or boat payable at the relevant forest station/range
office. Cholera vaccine is to be taken well in advance. Anti-malarial, insect repellent cream,
drinking water, green coconuts, medical kit, light tropical dress, thick rubber soled boots etc. are
to be carried with the tourist. It will be wise to take the help of an experienced guide to make the
journey fruitful.
5.5 Kukata
Kukata is situated 390 Km away from Dhaka city, a 30km length and 6 km breadth beach
named kuakata is one of the rarest place. It is another beautiful sea beach and tourist attraction
sight in Bangladesh .Kuakata has the unique beauty. It is one of the most beautiful natural
romantic sea-beach in the world from where one can see both sunrise and sunset from the same
spot. At Kuakata, locally known as Sagar Kannya (Girl of Sea) you will find an excellent
combination of natural beauty, sandy beach, blue sky and evergreen forest. The coconut trees of
the seashore create unforgettable scenery! Here tourists can enjoy the unique lifestyle of the
tribal people known as the Rakhaines. They are friendly and well known for their hospitality.
Tourists can also visit a vast Buddhist statue in Misry Para near Kuakata. Here you will find the
statue of Gautam Buddha and two wells of 200 years old at the Buddhist temple. Adventurous
people go for fishing on the fishing boat with the local fisherman, even you may try once.
5.5.1 Transportation of the study area Kukata
Kuakata has road communication with Dhaka, but the journey may be long and a bit stressful. A
much easier way is to go to Barisal by air and from there travel by road or water to Patuakhali or
Kuakata. BRTC runs a direct bus service from Dhaka to Kuakata via Barisal. Besides,
Bangladesh Parjatan Corporation may organize guided package tours from Dhaka to Kuakata on
demand.You can go to Patuakhali by bus or Khepupara by vessel from Dhaka and then you will
get bus services to go to Kuakata. Some hotels and motels are available to receive you.
5.5.2 Weather and Climate of the study area Kuakata
The climate of Kuakata suites all kind of tourists. Tourist can visit its beaches anytime and
tourist will not feel that cold instead it accommodates every activities that are associated with the
water-sport. The average daily temperature in March-April is 32 degrees Celsius. Since there is
no weather station at kuakata, so nearest weather station has been considered to forecast the
weather condition of kuakata.
Table-5.5.2.1 Weather forecast of Kuakata
Normal Maximum Temperature (C)
Station
name

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

32.6
Khepupara 25.8 28.3 31.6
Normal Minimum Temperature (C)

32.5

31.3

30.5

30.6

31.2

31.2

29.4

26.8

Khepupara 13.9 16.9 21.7

Average Normal Rainfall in mm

24.7

25.7

26.2

25.7

25.8

25.6

24.4

20.3

15.4

6.1

132.4

258.5

510.0

650.1

479.9

357.7

228.1

58.3

7.2

Khepupara

JAN

FEB

24.9

MAR

50.9

APR

Source-http://www.bmd.gov.b
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5.6 Conclusion
The study area was selected for investigation of the research hypotheses regarding the various
tourism products and service in the context of development of tourism industry in Bangladesh.
The chapter has attempted to make the other people or tourism stakeholders to see the
importance of developing the products and services in the study area by looking at the things that
this study area provides. Furthermore, the policies and practices should be drafted in on order to
develop this fastest growing tourism industry and to protect its rich resources and the notion of
the 'goose that lay the golden egg' because without this goose this industry cannot grow.

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Chapter-6 Diagnostic Analysis of Contemporary Macro Environment

Trends in Bangladesh: Illusions for Tourism Entrepreneurs

6.1 Introduction
The marketing environment is made up of a micro-environment and a macro- environment. The
micro-environment is comprised of forces close to the enterprise which affects its ability to
function. These elements include the suppliers, customers, competitors and the public. The macro
environment, on the other hand, represents the larger and more uncontrollable societal factors
that affect the entire micro environment. These are comprised of the demographic, economic,
natural, technological, political and cultural forces. This paper attempts to determine how the
relevant macro environment forces have evolved over the years in Bangladesh and to examine
the implications of such changes for tourism entrepreneurs, not only for those who are based in
Bangladesh but also for those who are interested in attracting out-bound tourists from
Bangladesh.
Table 6.1: Expenses from overseas trips made by Bangladeshi (Period-2008, 2009)
(Million in Taka)

Travel
Business
Personal
Total

2008
1748
9517
11265

2009
1570
12312
13882

Changes
-178
2795
2617

Source: Annual Balance of payments, Bangladesh Bank

From the table it should be noted that Bangladeshi expends 11265 million taka in 2008 and
13882 million taka in 2009 for overseas business and personal trips. This represents an
increasing trend in expense compared to that of 2008. Now it is evident that a great proportion of
Bangladeshi went abroad for the purpose of tourism, shopping, business, recreation and
associated leisure activities. Given this surge to participate in tourism related activities by the
local population, it is imperative to examine the changing marketing and environmental trends
contributing to these activities with particular reference to demographic, socioeconomic as well
as psychographic i.e., values and lifestyle changes in Bangladesh.
6.2 Restatement the objectives of the study
The objective is to carryout a study to evaluate the contemporary macro environmental trends of
Bangladesh for tourism entrepreneur so as to recommend measures to make its market more
attractive, more encompassing and promising one. The task entailed not only an assessment of
Bangladeshs specific conditions, but also positioning Bangladesh within the broader
entrepreneurs context and the major trends and perspectives affecting the tourism industry.
6.3 Findings of the study
The macro environmental impact on tourism is a key component of the study. Bangladesh
tourism industry is faced with challenges arising from new competitors and from rapidly
changing trends of macro environmental and global tourism industry. The findings of this study
suggest that Bangladesh could position itself to face these challenges successfully and generate
major economic benefits for its economy through coherent demand and supply-side
entrepreneurial policies and fulfilling tourist expectations. The findings of the study are given
below-

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6.3.1 Changing demographic trends
The population of Bangladesh grew from 90.4 million in 1981 to 112.2 million in 1991 and
131.1 million in 2001. The latest figure reported by the department of statistics 2011 was
1423000 million. According to the SURS 2007 natural growth rate of population during 2007
was 1.48%. It was higher than the annual population growth rate obtained from the population
census 2001 which is 1.40%. Trends and levels of natural population growth can be seen in
Table- 6.2.
Table 6.2: Trends and levels of natural population growth c (Period: 1981- 2007)
Year
Mid-year population
Natural Growth ( Birth-Death)
Natural Growth
(in million)
(in million)
Rate (%)
1981
90.4
2.06
2.28
1985
98.4
2.21
2.25
1991
112.2
2.45
2.18
1995
120.2
2.22
1.85
2001
131.1
1.80
1.40
2005
138.6
2.07
1.49
2006
140.6
2.11
1.49
2007
142.6
2.00
1.48
Source: Population census 2005, Bureau of Statistics, Bangladesh

It is evident from the table that natural growth rate of population has been decreasing but very
slowly starting from 2.28% in 1981 to 1.48% in 2007. This slow rate of growth is contributed to
an aging population, which is evident by the increasing median age of population. 25-29 years of
population computed in 1981 was 7.2% which increased to 7.9% in 1991 and in 2001 was 7.7%.
This trend clearly indicates an aging population which might require different tourism and
recreational products and services.
6.3.2Changing in age structure
Table-3 shows the percentage distribution of the resident population by age groups from the year
1991 to 2007.
Table-6.3: Trends and levels of natural population growth (Period: 1991- 2007)
Age
Male
Female
00-04
00-09
00-14
15-49
50+

Total

1991

1995

2001

2004

2005

2006

2007

1991

1995

2001

2004

2005

2006

2007

14.4
31.2
45.3
44.0
10.7
100

13.0
27.0
41.3
47.2
11.5
100

13.1
26.9
40.1
48.1
11.8
100

11.9
25.3
38.2
49.4
12.7
100

11.2
24.6
38.1
49.5
12.5
100

10.9
24.0
37.2
50.3
13.2
100

11.1
23.3
35.6
50.9
13.5
100

14.9
31.9
44.8
45.8
9.4
100

12.0
26.8
39.6
48.8
11.6
100

12.9
26.2
38.6
51.0
10.4
100

11.5
25.9
37.5
51.6
10.9
100

11.2
24.4
37.0
51.4
11.9
100

10.9
23.8
36.1
52.3
11.9
100

10.8
22.7
34.3
53.1
12.6
100

Source: Population census 2005, Bureau of Statistics, Bangladesh

It is evident from the table that at the age groups 0-04, 0-09 and 0-14 both male and female
population decreased with some fluctuations. But the age group 15-49 irrespective of sex
increased slightly during 1991-2006 in terms of numbers and percentages. For the age group 50+
populations also increased in terms of numbers and percentages. So it is noteworthy for those
involved in the tourism industry that this population structure necessitates a segmented approach
in meeting the travel and leisure needs of the individuals belonging to each group.

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6.3.3 More remaining singles
In 2005, about 59.23 percent of the adult populations were reported as being married, as
compared to 36.55 percent who were single; the rest were either widowed or divorced. However,
if analyzed by the age group, the trend to remain single is most noticeable among the people aged
between 15 to 34. Again, marketers of tourism products and services must think of an effective
way to reach the different segments of this market as their needs differ from those with families.
6.3.4 Decrease in household size
During the last decade, the socio-economic change witnessed in Bangladesh was quite evident
from the table below. The modal household size class was 5 persons in 1981 and 1991, which
shifted to 4 persons in census 2001 and SVRS-2007.

Table-6.4: Trends of household size

Year No of person
1
2
3
4
1981 3.2
7.6
12.0
14.3
1991 2.5
7.4
12.7
16.6
2001 2.8
8.9
16.1
21.0
2002 2.6
8.6
16.8
22.9
2003 2.7
8.0
16.0
22.7
2004 3.0
7.9
16.0
22.8
2005 2.8
8.0
16.2
23.4
2006 3.0
8.0
16.4
23.7
2007 2.9
8.1
16.6
23.9

5
15.0
17.0
18.7
19.5
19.7
19.6
19.6
19.5
19.5

6
13.7
14.4
13.2
12.9
13.2
13.0
12.8
12.7
12.6

7
11.1
10.6
8.2
9.0
9.0
8.1
7.6
7.3
7.3

8
8.0
7.1
4.7
3.2
3.7
4.0
4.0
4.0
3.9

9
5.3
4.4
2.7
1.8
2.0
2.6
2.3
2.4
2.3

10+
9.8
7.2
3.8
2.7
3.1
3.1
2.9
3.0
2.9

All
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0

Source: Report on Sample Vital Registration System 2005-2006, Bureau of Statistics, Bangladesh

It is also observed in the table that percentage of 10+ persons, 9 persons, 8 persons, 7 persons, 6
persons households decreased continuously during 1981 to 2007. On the other hand the
percentage of 5 persons, 4 persons, 3 persons and 2 persons household size classes increased
steadily during the same period. The biggest change is found among households with three to
four persons. This implies that household income will be divided among fewer members, with a
subsequent rise in consumption.
6.4Changing Economic and Social Status
The changing economic and social statuses of Bangladesh are given by the following headings.
6.4.1 Growth in household income
Table-5 provides monthly income per household, number of earner per household, monthly
income per member and monthly income per earner etc.

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Table-6.5: Distribution of monthly income among household member
Survey Year
Number of
Number of
Monthly
Monthly
Monthly
member per
member per
household
income per
income per
household
household
income per
member
earner
household
2005
4.85
1.40
7203
1485
5145
2000
5.18
1.45
5842
1128
4029
1995-96
5.26
1.48
4366
830
2950
1991-92
5.35
1.38
3341
625
2421
Source: Report of the Household Income and Expenditure Survey-2005, Bureau of Statistics, Bangladesh
Average monthly income per household at current price was estimated at Tk. 7203 at the national
level in 2005. This was Tk.5842, 4366 and 3341 in 2000, 19995-96 and 1991-92 respectively. In
2005 the monthly household income increased by 23.30% with respect to the similar income in
2000 and by 115.59% with respect to 1991-92. Thus signaling a greater proportion of the
population with a higher level of disposable income.
6.4.2 Increase size of labor size
The total population as well as the economically active population as obtained from 1974, 1981,
1991, and 2001 censuses is shown in table 6.
Table- 6.6: Numerical distribution of population by economically active category
(In Million)

Category
Total
population
Economically
active

1974

1981

1991

2001

Both
sex

Male

Female

Both
sex

Male

Female

Both
sex

Male

Female

Both
sex

Male

Female

71.5

37.1

34.4

87.1

44.9

42.2

106.3

54.7

51.6

124.4

64.1

60.3

20.5

19.7

0.9

23.6

22.4

1.2

30.7

28.4

2.3

35.9

31.4

4.5

Source: Report on Labor force Survey 2005-2006, Bureau of Statistics, Bangladesh

It is noticed from the table that during the period 1974-2001 while the total population has
increased by around 74 percent, the total employed person has increased by 71 percent. This is
indicative of more people gaining economic power and economically solvent people can enjoy
their leisure period. So marketers of tourism products and services must think of an effective way
to reach this level of people to make their leisure period enjoyable.
6.4.3 Rising economic status of women
The economic power of women has also been rising steadily during the twenty four year period
under observation. The participation rate of female in the labor force increased from 0.9 million
in 1974 to only 1.2 million in 1981, while it was 83.3% in 1991 and 95.4% in 2001.
Table- 6.7: Numerical distribution of population by economically active category sex
(In Million)

Category
Total
population
Economically
active

1974

1981

1991

2001

Both
sex

Male

Female

Both
sex

Male

Female

Both
sex

Male

Female

Both
sex

Male

Female

71.5

37.1

34.4

87.1

44.9

42.2

106.3

54.7

51.6

124.4

64.1

60.3

20.5

19.7

0.9

23.6

22.4

1.2

30.7

28.4

2.3

35.9

31.4

4.5

Source: Report on Labor force Survey 2005-2006, Bureau of Statistics, Bangladesh

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This also shows a significant increasing trend and the level of income during the period
experienced a big improvement also, which should allow them to afford more of the finer things
in life. This represents a good opportunity for tourism marketers who now need to examine the
travel potential for this segment of the market.
6.4.4 Higher educational attainment
Advancement in education among the female population of Bangladesh has been quite
impressive during this period also. The higher educational attainment of the population will
dictate different needs and wants for tourism product/ services. For example, they may prefer
more culturally and historically oriented tours instead of choosing shopping or sight seeing.
Table-6.8: Percentage Distribution of persons completed different educational levels,2001
Category

Total

Class ( i-iv)

Class ( v-ix)

SSC and HSC

Both sex
Male
Female

100
100
100

35.63
34.15
37.45

48.19
46.06
50.79

13.32
15.72
10.39

Degree
Above
2.66
4.07
1.37

and

Source: Population census 2005, Bureau of Statistics, , Bangladesh

6.5 Changing Psychographic Trends

In the previous sections, many changes were observed in the demographic structure of the
population as well as the socio-economic levels. These changes should have a tremendous effect
on the relative demand for tourism products and services. Nonetheless, it is equally imperative to
examine changes occurring among the population in respect to their psychographic make-up. As
defined by Schiffman and Kanuk (1983)200. demographics consist of objective and somewhat
easily measured characteristics of a population, such as age, income, education, sex, and marital
status. Psychographics, on the other hand, trends to include relatively intangible variables, such
as motives, interests, attitudes, and values. According to Engle and Blackwell (1982) 201 .,
Psychographics is an operational measure of life style. In their words, psychographics has
come to mean about the same as AIO (Activity, Interest, and Opinion) measures.
Psychographics has been successful in segmenting the market. Although no specific
psychographic studies is found on the travel behavior of Bangladesh, an attempt is made here to
examine the changing psychographic in Bangladesh. More specifically, the change in the values
and life styles of the population will be examined. The information will be based primarily on
newspaper reports and other related studies published by researchers in various academic and
business journals.
6.5.1Family orientation
The government of Bangladesh stresses the importance of maintaining the cohesiveness of the
family. For instance, government takes various initiatives to encourage family members to get
out and enjoy themselves as a family unit. This emphasis of government on family togetherness
offers additional marketing opportunities for tourism marketers. For instance, tours for families
could be organized to meet the needs of this segment of the market by providing opportunities
for the families to share their activities through pre-arranged packages. Such family tours could
also be offered at a reduced price to encourage greater participation.
200

. Schiffman, L.G. and Kanuk, L. (1983), Consumer Behavior, Prentice Hall, New Jersey.

201

. Engle, J.F. and Blackwell R.D. (1982 Consumer Behavior, The Dryden Press, New York.

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6.5.2 Religious inclination

Table -6.9 shows the percentage distribution of population by religious communities. This
indicates that there is a possibility of promoting tours for those who are religiously inclined to
pilgrimages.

Table-6.9: Percentage distribution of population by religious communities

Census
Total
Muslim
Hindu
Buddhist
Christian
Year
1974
100
85.4
13.5
0.6
0.3
1981
100
86.7
12.1
0.6
0.3
1991
100
88.8
10.5
0.6
0.3
2001
100
89.6
9.3
0.6
0.3

Others
0.2
0.3
0.3
0.2

Source: Population census 2005, Bureau of Statistics, Bangladesh

6.5.3 Prioritization of education

People, now a days, pay a great deal of importance on education. Government as well provides
free education for all up to the Higher Secondary Education. Because, advancement in education
is important to ones future. From the tourism entrepreneurs point of view tours providing
educational value would be greatly appreciated. It is , therefore, not surprising that educational
tours to other countries will be well received.
6.5.4Growing interest in outdoor adventure
People living in different busy cities like Dhaka live a stressful life. There are few opportunities
available for outdoor activities, other than visiting the parks. As such, there is growing appetite
for soft adventure, outdoor life. Tourism entrepreneur can take these advantages to meet the
demand of urban people for outdoor activities.
6.6 Conclusion
The last few decades of economic development has transformed Bangladesh into a more affluent
country. The people enjoy a higher standard of living, are better educated and are able to afford
more recreational and leisure activities. On the other hand, certain demographic and
psychographic changes are also taking place which have great implications for tourism
marketers. For instances, the aging population demands a more segmented approach in providing
tourism related services to meet the needs of the population.

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Chapter-7 An empirical study on exploration of tourist spots in

Bangladesh

7.1 Introduction
The various types of tourism destinations provide an amalgam of tourism products and
services. The components of tourism products and services are essential for tourism
development and marketing, and are commonly referred to as tourism attractions and
resources. Leiper (1995) said that destinations are places where people travel to and
where they stay for awhile in order to have certain travel experiences, depending on the
destinations attractions. Hu and Ritchie (1993) also stated that a tourism destination
reflects the feelings, beliefs, and opinions that an individual has about a destinations
perceived ability to provide satisfaction in relation to his or her special vacation
needs(p.25).
Thus, in general, these destination attractions/resources have been considered as tourism
supply factors that represent the driving forces generating tourist demand (Uysal, 1998)
and also primary sources or determinants of measuring destination attractiveness (Hu &
Ritchie, 1993; Formaica, 2000). A recent study by Buhalis (2000) lists six major
components of tourism attractions and resources (p.98) that most of the tourism literature
commonly includes in assessing and evaluating the elements of tourism destinations.
These components are as follows:
Attractions -natural, man-made, artificial, purpose-built, heritage, special
events.
Accessibility entire transportation system comprised of routes, terminals
and vehicle.
Amenities accommodations, catering facilities, retailing, other tourist
services
Available packages prearranged packages by intermediaries and
principals
Activities all activities available at the destination and what consumers
will do during their visit
Ancillary services services used by tourists such as banks,
telecommunications, newsagents, hospitals.
Many researchers have attempted to evaluate and classify destination
attractions/resources as tourism products (Ferrario, 1976; Gunn, 1988; Hu & Ritchie,
1993; MacCannell, 1976; Murphy, 1985; Murphy, Pritchard, & Smith, 2000; Smith,
1994; Yoon, Formica, & Uysal, 2001). Particularly, Ritchie and Crouch (1993, 2000)
and Mihali (2000) suggested that destination attractions/resources should be
acknowledged as important sources of comparative and competitive advantage factors in
destination competitiveness. These are the essential components of the competitiveness
of a tourism destination and are critical attributes for sustaining tourism destinations
(Crouch & Ritchie, 1999; Hassan, 2000).

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The destination attractions/resources such as natural/cultural components, heritage/
historical resources, supporting facilities/services, infrastructure, hospitalities,
sports/recreation activities, transportation/accessibility, and cost, should be considered as
not only basic to understanding tourism planning, but also essential for successful
tourism development (Gunn, 1994; Pearce, 1997). Furthermore, maintaining and
developing the quality of these tourism resources is important to the competitiveness of
most types of tourism destinations (Inkeep, 1991; Go & Govers, 2000).
Many tourism destinations contain natural or man-made advantages to attract visitors. In
the long-term sustainability and success of tourism destinations, such tourism attractions
should be identified and evaluated. Especially, each destination and tourist region could
have a different advantage in its destination attractions. The assessment of destination
attractions is needed to create a more competitive and quality environment in tourism
planning and development.
7.2 Findings of the Study
In this section the researcher presents some important touristic places and spots of
Bangladesh which could be turned to most potential tourists product if necessary plans
are formulated to build up the touristic infrastructural facilities like accessibility,
accommodation, security, tourist guide, catering, communication, entertainment and
recreations etc.
7.2.1 Tourist spots by Type
A tourist spot is a place of interest where tourists visit, typically for its inherent or
exhibited cultural value, historical significance, natural or built beauty, or amusement
opportunities. The tourists spots of Bangladesh based on type are given belowTable 7.1: Tourist spot by type

Sylhet

Grand Total

5
2

5
14

51
45

13

36

31

266

1
6
3

7
5
4
5

2
5
16
2

11
5
5
1

72
34
82
15

18

17

2
6

61
11
5
3
1

Barisal

Rangpur

13
150
23
169

Rajshai

21

6
10
10

13

Khulna

Beach/ Sea Beach

Historical Place
Monuments
Historical
Building/Jamidar
Bari/Rajbari/Lode/Place
Museums/Zoo
Forest / Garden/ Park/ Ecopark/Reserve Forest
Mosque/Toms/Churches/Temples/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge

16

1
31
7
19

2
8
1
20

18
16

7
5

5
2

76

41

33
7
29
3

7
1
22
3

Dhaka

Type of tourist
spot

Chittagong

Name of Division

56
5
66

10
18

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Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic spot/Resort/Amusement park

1
4
6
28

17
6
12
6
4
7

Archeological Site
Architecture
Others

103
11
33

Grand Total

500

19
8
18
19
13
50

2
5
9
1
2

1
6

44
1
18

61

17

245

217

89 238

120
1
8

34

11

390
13
83

149

101

1539

7.2.3 Tourist spot by division

Bangladesh has a variety of attractions for visitor, tourist and holidaymakers. Bangladesh
offers ample opportunities to tourists for angling, rowing, jungle trekking, sun and sea
bathing and above all to be in and amidst the pristine nature. Each division is richest with
several tourist spots. The division wise tourist spots are given below7.2.3.1 Barisal Division
Barisal division is in the south west part of Bangladesh, has an area of 13297 sq. km and
a population of 8.11 million. There are 6 districts and 22 municipalities under Barisal. It
is a revering area. Barishal is a Division of rivers and canals. It is also famous for
gardens of coconut trees. The popular tourist spots of this division are showing belowTable 7.2: Barisal division tourist spot

1
1

12

2
8
1
20

3
1

2
6
13

1
5
2
1
1

1
2
1

Grand Total

Pirojpur

Vhola

Patuakhali

1
1

Jalokhati

Beach/ Sea Beach

Historical Place
Monuments
Historical
Building/Jamidar
Bari/Rajbari/Lode/Place
Museums/Zoo
Forest / Garden/ Park/ Eco-park/Reserve Forest
Mosque/Toms/Churches/Temples/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge
Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic spot/Resort/Amusement park

Barisal

Type of tourist spot

Barguna

Barisal division

2
2

1
6
3

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Archeological Site
Architecture
Others

Grand Total

21

30

19

17

89

7.2.3.2 Chittagong division

The commercial capital and the largest seaport of Bangladesh, the healthy city (declared
by UNESCO), Chittagong is located picturesque hinterland of large forests and lakes. It
is really an amazing vacation spot. Its green hills and forests, broad sandy beaches and
fine cool climate always attract holiday makers. The popular tourist spots of this division
are showing below-

3
2

1
1

3
1
4

10

1
1
1
1

2
1
1
4

24

14

1
5
1
1
25

6
50

3
4

7
5

41

2
3
1

29

5
51

2
1

3
1
2

1
2
2
1

1
23

2
17

1
11

0
8

10
18
00
16

Grand Total

Rangamati

4
6

Noakhali

Lakshampur

Comilla

Khagrasori

Chittagong

Cox's bazar

Chadpur

Beach/ Sea Beach

Historical Place
Monuments
Historical
Building/Jamidar
Bari/Rajbari/Lode/Palace
Museums/Zoo
Forest / Garden/ Park/ Ecopark/Reserve Forest
Mosque/Toms/Churches/Templ
es/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge
Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic spot/Resort/Amusement
park
Archeological Site
Architecture
Others
Grand Total

Brammonbaria

Type of tourist spot

Bandorban

Chittagong Division

Feni

Table 7.3: Chittagong division tourist spot

0
7

2
15

7
1
22
3
17
6
12
6
4
7
44
1
18

24
5

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7.2.3.3. Dhaka Division

The capital city of Dhaka, the heart of Bangladesh, is a colorful and thriving metropolis
with about 13 million people. Known as the city of mosques, muslin and rickshaws,
Dhaka has attracted travelers from around the world for centuries. The city was founded
in 1608 A.D. by the Moghul viceroy of Bengal. The major tourist spots of Dhaka
division are given below-

Madaripur

Mymensing

Manikgonj

Munshigonj

Narangonj

Narshindi

Netrokona

Rajbari
Sariatpur

11

1 3

9
5

1
4

1
2

24

2
3
14

3
3

2
1
0
1

1
1
3

2
1

1
1
1

3
3

10

56
5
66

18
16

76

33
7
29
3
0
0
1
4
6
28

5 2
1
1

1
1

1
3
1
4

37
4
7
137

1
16

2
1
11

1
4
2
69

1
2

14

4
11

19

21

16

9
1
3
28

2
21

5
53

14

2
13

1
1
2

1
16

33

5
2
3
18

4
2 1
8 17

Grand Total

Kishorgonj

Tangail

Gopalgonj

15
5
19

Jamalpur

Gazipur

Beach/ Sea Beach

Historical Place
Monuments
Historical
Building/Jamidar
Bari/Rajbari/Lode/Pla
ce
Museums/Zoo
Forest / Garden/ Park/
Eco-park/Reserve
Forest
Mosque/Toms/Church
es/Temples/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge
Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic
spot/Resort/Amuseme
nt park
Archeological Site
Architecture
Others
Grand Total

Dhaka

Type of tourist spot

Faridpur

Dhaka division

Sherpur

Table 7.4: Dhaka division tourist spot

7.2.3.4. Khulna Division

Khulna District with an area of 4,394.46 km square is bordered by the districts of Jessore
and Narail in the north, the Bay of Bengal in the southern district of Bagerhat in the east,
Satkhira district in the west. Half of Khulna division is marshland or dense jungle and a
haven for wildlife. In the south of Khulna division are the Sundarbans ( beautiful forest),
a huge almost untouched track of waterlogged jungle. Many travelers count a boat trip
through the waterways of the Sundarbans as a highlight of their visit to Bangladesh.
Between Khulna city and Barisal, the monuments and mosques scattered around
Bagerhat make another worthwhile excursion. The tourist spot of this division are given
below120 | P a g e

103
11
33
500

Development of Tourism Industry In Bangladesh: Issues And Strategies

Table 7.5: Khulna division tourist spot

Archeological Site
Architecture
Others
Grand Total

3
1

1
1

1
8
4
4

16

2
4
2

21

2
2

1
2

61

11
5
3
1

1
1

1
55

1
13

1
31
7
19
5
2

13

Grand Total

Satkharia

Noairail

Kushtia

Meharpur

Khulna

Magura

Jinaidah

Beach/ Sea Beach

Historical Place
Monuments
Historical
Building/Jamidar
Bari/Rajbari/Lode/Place
Museums/Zoo
Forest / Garden/ Park/ Ecopark/Reserve Forest
Mosque/Toms/Churches/Temples/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge
Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic spot/Resort/Amusement park

Jessore

Type of tourist
spot

Chuoadanga

Bagerhat

Khulna division

1
6
61

11

23

43

1
17

15

10

30

20

7.2.3.5. Rajshi Division

Rajshahi has seen the most glorious period of Bengal Pala dynasty. It is famous for pure
silk, mangoes and lichies. Attractive silk products are cheaper. A visit to Varendra
research Museum at the heart of the city, of rich archaeological finds, would be most
rewarding. There are also a number of ancient mosques, shrines and temples in and
around Rajshahi. The tourist spot of this division are given below-

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Table 7.6: Rajshi division tourist spot

Archeological Site
Architecture
Others
Grand Total

11

1
1
2

Grand Total

36

1
1

1
1
1
2

7
5
4
5

13

Shirajgonj

Rajshahi

Pabna

Joypurhat

Beach/ Sea Beach

Historical Place
Monuments
Historical
Building/Jamidar
Bari/Rajbari/Lode/Place
Museums/Zoo
Forest / Garden/ Park/ Eco-park/Reserve
Forest
Mosque/Toms/Churches/Temples/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge
Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic spot/Resort/Amusement park

Natore

Chapai
Nawabganj

Type of tourist spot

Naogaon

Bogra

Rajshi division

9
1
2

1
1

17

44

22

11
1

14

22

1
62

40

14

22

14

2
36

1
37

4
13

120
1
8

238

7.2.3.6. Rangpur Division

Rangpur Division became Bangladesh's seventh division on January 25, 2010. Before
that, it had been the northern 8 districts of the RajshahiDivision. It is a major transit point
for the northern half of Rajshahi division. The town is home to several historic public
buildings of the Raj era, including Carmichael College and Tajhat Palace. The tourist
spot of this division are given below-

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Table 7.7: Rangpur division tourist spot

Archeological Site
Architecture
Others
Grand Total

1
1
12

10

18
5

21

1
1

5
2

31

4
1

2
5
16
2

10

34

3
29

1
1

1
1

1
1

1
1

14

1
39

1
8

12

29

Grand Total

Rangpur

Panchagarh

Lalmonir hat

Gaibanda

Kurigram.

Dinajpur

Beach/ Sea Beach

Historical Place
Monuments
Historical
Building/Jamidar
Bari/Rajbari/Lode/Place
Museums/Zoo
Forest / Garden/ Park/ Ecopark/Reserve Forest
Mosque/Toms/Churches/Temples/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge
Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic spot/Resort/Amusement park

Nilphamari.

Type of tourist spot

Thakurgaon

Rangpur division

2
16

1
10

149

7.2.3.7. Sylhet division

Sylhet town is located 350km. north east of Dhaka between khasi and jaintia hills and the
Tripura hills.Sylhet district is famous for its tea production. Sylhet is considered to be a
holy city by the domestic muslims because of the mazars of saint Shahjalal, Paran shah
ad others. Tourism in Sylhet has been flourished because of the religious rites rather than
motives of tourism.However, there is good scope to develop Srimangal in Sylhet district
as a tourist for the tea gardens clustering around Srimangal. The natural waterfall at
Madhab kunda attractive tourist could be turned into an s spot.The most promising area
for tourism development would be the frontier containing hill tribe culture. The tourist
spots of Sylhet division are given below-

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Table 7.8: Sylhet division tourist spot

Beach/ Sea Beach

Historical Place
Monuments
Historical Building/Jamidar Bari/Rajbari/Lode/Place
Museums/Zoo
Forest / Garden/ Park/ Eco-park/Reserve Forest
Mosque/Toms/Churches/Temples/
Tomb/Mondir/Moth
Shrine/ Majar/ Dorga
Hawor/Bill/Chor
Digi/Lake/Pukur
Setu/Bridge
Hill/Tunnel/Ghua
Island
Waterfall
Bihar/ Boddo Vhumi
Aasrom
Picnic spot/Resort/Amusement park
Archeological Site
Architecture
Others
Grand Total

1
2
7
4
7
1

5
10
2
1
5

3
1
3

1
3
3

1
1

3
3
2
1
3
1
1

2
4

2
5
29

33

1
12

Grand Total

Sylhet

Sunamganj

Mowlobhi
Bazar

Type of tourist spot

Habiganj

Sylhet division

6
10
10
5
14
8
11
5
5
1
2

11
6

27

101

7.2.4 Forest-based Tourism in Bangladesh

Forest-based tourism, popularly known as ecotourism that blends ecology and
tourism, is defined as environmentally responsible travel to natural areas, in order to
enjoy and appreciate nature (and accompanying cultural features, both past and present)
that promote conservation, have a low visitor impact and provide for beneficially active
socio-economic involvement of local peoples. Forest-based tourism is regarded as an
effective tool for sustainable conservation of forest resources and its biodiversity. It plays
both conservation and revenue earning roles

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Table 7.9: Forest-based Tourism in Bangladesh
Serial Name
No.
1
Sunderbans (W)
WS
2
Sunderbans (E)
WS
3
Sunderbans (S)
WS
4
Lawachara NP
5
Rema-Kalenga
WS
6
Satchari WS
7
Chunti WS
8
Teknaf GR
9
Bhawal NP
10
Madhupur NP
11
Ramsagar NP
12
Himchari NP
13
Kaptai NP
14
Nijhum Dip NP
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30

Meda
Kachchapia NP
Khadimnagar
NP
Pablakhali WS
Char
Kukrimukri WS
Fashiakhali WS
Hazarikhil WS
Banskhali EP
Madhabkunda
EP
Kuakata EP

Forest types
Mangrove

Area ( Year
of Location
Ha)
Eastablished
71,502 1996
Satkhira

Mangrove

31,226

1960

Mongla

Mangrove

36,970

1996

Khulna

Hill Forest
Hill Forest

1250
1795

1996
1996

Moulobibajar
Habiganj

Hill Forest
Hill Forest
Hill forest
Sal Forest
Sal Forest
Sal Forest
Hill Forest
Hill Forest
Coastal
Mangrove
Hill forest

243
7764
11615
5022
8436
28
1729
5464
16352

2006
1986
1983
1974
1962
2001
1980
1999
2001

Habiganj
Chittagong
Teknaf
Gazipur
Maymensing
Dinajpur
Coxs Bazar
Rangamati
Hatia

396

2004

Chittagong

Hill Forest

679

2006

Sylhet

Hill forest
Coastal
Mangrove
Hill Forest
Hill Forest
Hill Forest
Hill Forest

45087
40

1962
1961

Khagrasori
Vhola

1302
2908
1200
266

2007
2003
2001

Chittagong
Chittagong
Chittagong
Moulobibajar

5661

2006

Barguna

808
100
900
84
808
9725

1998
1999
1999
1961
1998
1992

Chittagong
Sherpur
Chittagong
Dhaka
Chittagong
Sunamgonj

Coastal
Mangrove
Sitakunda EP
Hill Forest
Madhutila EP
Sal forest
Dulahazara EP
Hill Forest
National BG
Ex-situ
Sitakunda BG
Hill forest
Tanguar
haor Swam forest
(Ramsar site)
Hakaluki haor
Swamp
forest

18000

Moulobibajar

Source: BFD (2007); EP, Ecopark; NP, National Park2; GR, Game Reserve3; BG, Botanical Garden; WS,
Wildlife Sanctuary4

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7.2.5 Manmade Tourist spots

Man- made tourism products are created by man for pleasure, leisure or Business. Manmade tourism products include: Culture, Traditions and Entertainment. Resorts have
been one of the fastest growing man made tourism sectors in tourism, leisure and
hospitality industry. Resorts offer both the attractions that motivate people to travel, and
the services they require. They are self contained and functions as a home from home.
Some are based on the time-share principles and others provide conference rooms. The
resort product is normally zoned for different usages. The resort market can be
segmented geographically, demographically, psycho graphically or the purpose of the
trip. The benefits visitor are seeking vary from privacy to companionship; from complete
relaxation to participating activities. Benefits also include convenience and value for
money. Resorts are easily accessible and open every day of the year. Well known resorts
in Bangladesh are given belowTable 7.10: Tourist spots by manmade
Seria
l No.

Name of the tourist spot

Afrin Park Resort

Utshob Picnic Spot

Poshpo Picnic Spot

Happy Day In

Ongon

Fantasy kingdom

Mohammadi Garden

Greentake Resort and convention
centre

Nondon Park

Hasna Hena

Jol Jonggol er Kabbo
" "
Resort Nokkotro Bari

2
3
4
5
6
7
8
9
10
11
12

13
14
15
16

17
18

Soag Polli

Aanondo Park And Resort

Dream Square Resourt

Sea Girl

Dipali Resort

Place
Location
, - ,
,
-

8626376,01718425228
,

, --
,
, -
Kalampur-Mohisati-Dhamrai ,

,
, , ,
, ,

,
01919782245
, Chinashukhania,
RajabariBazaar, Rajendrapur, +88 01818
448329
,

Name of the
District

Gazipur

Gazipur

Gazipur

Gazipur

Gazipur
Savar

Name
Division

Savar

Gazipur

Gazipur

,
Chalkpara, Azogirchala, Mauna

Post office : Mawna Bazar, Police Station :

Sreepur,
Cell
:
01732-866866,
01711057485,
01718-128951, 01927115626
Hotapara,Master Bari, Moiran, 01733718287,
01726429470
emorpara, Pubail, Cell: 01715492680,

Gazipur.

Gazipur

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of

Development of Tourism Industry In Bangladesh: Issues And Strategies

20

PSCC

Jonggol Bari Picnic Spot
Joshna House

21

Tourist home Picnic spot

22

Shirnu

23

Moon House and Moon Park Picnic

Spot

24

Ashulia, Savar

Savar

Nanduyan-Gazipur

Gazipur

Monipur-Gazipur

Gazipur

Rajendrapur,Gazipur

Gazipur

Bagher Bazar, Gazipur

Gazipur

30

Nahar Garden Picnic Spot

Al Jessore Resort

Salbon Picnic Spot

Shamoli Picnic Spot

BCDM Picnic Spot

Sabah Garden

31
32
33

35
36

37

, ,
,

, -
,
,-

38
39

40
41

42

43
44

45
46
47

48

49
50

,
,

51
52

53

54

19

25
26
27
28
29

01926674076,01926674072,01926674074
KISHORGONJ

Cottage

Demorpara, Pubail +8802 8712104 ,+8801715

492680
Panam
nagar-Sonargaon,
+88028827053, +8801819481471, +880181
9272152
Rajendrapur,
Tel: +88029003954 ,
Mob: +8801715343603
Hotapara, Gazipur

,
,
,
,

Gazipur
KISHORGO
NJ

Sonargaon

Rajendrapur

,
-,

, ,

, .

,
-
, (--, -
-

-) -

127 | P a g e

Development of Tourism Industry In Bangladesh: Issues And Strategies

-


-

.
3.k.m. Ruma Road, Bandarban Town,
Bandarban
Hill
Dist.
Mobile:01556510277,01190780601




-

55
56
57

,
,

58
59

60
61
62

63
64
65
66

,
" " ,

:

67
68

69
70
71
72

,


,

73

, , ,

74
75
76

77
78

, ,

:-
-

79

80

81

82

:
,

(--)

7.2.6 Tourist spot by Food /Food Tourism

Consumption is an integral aspect of the tourist experience, with the tourist consuming
not only the sights and sounds, but also the taste of a place. Nearly, all tourists eat and
dine out. Food is a significant means to penetrate into another culture as it allows an
individual to experience the Other on a sensory level, and not just an intellectual one
(Long, 1998, p.195). Local food is a fundamental component of a destinations attributes,
adding to the range of attractions and the overall tourist experience (Symons, 1999). This
makes food an essential constituent of tourism production as well as consumption.
Dining out is a growing form of leisure where meals are consumed not out of necessity
but for pleasure, and the atmosphere and occasion are part of the leisure experience as
much as the food itself.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

However, when it comes to tourists, dining out can both be a necessity and a pleasure.
While some tourists dine to satisfy their hunger, others dine at a particular restaurant to
experience the local food and cuisine, because for the latter these form an important
component of their travel itinerary. This makes the study of tourists food consumption
interesting as well as comp
Table 7.11: Tourist spots by food / Food tourism

Serial
No.
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31

Name of the food with place

-











() ,











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Development of Tourism Industry In Bangladesh: Issues And Strategies

32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71

-
-
- --
- -
- - /
- -
- -- --

!
--

( )
( )
( )



















( )
- " - ", -
( /)
130 | P a g e

Development of Tourism Industry In Bangladesh: Issues And Strategies

72
73
74
75
76
77
78
79
80
81
82
83
84

( )
( ) ,
(, ), ( )
' ( , )

( ) ,



-


,

7.3 Concluding comments

Importantly, these research findings may help tourism planners, developers, and policymakers to collect information and plan appropriate strategies based on the tourism
attractions/resources they prefer to develop.
It could be said from the findings of this study that tourists will get more information
about the unexplored tourist destination. Information for tourists in order to attract more
tourists to their communities was also an important source of tourism attraction.
Accordingly, with not only these tourism attractions/resources but also well-prepared
marketing plans and strategies, and effective support and help by destination
management organizations, the best strategies for enhancing destination competitiveness
may be established for the tourism destinations.
Finally, even though the results and findings of this study are somewhat exploratory in
nature, it is expected that the information produced and the implications of the study may
be of help to tourism planners, policy-makers, and marketers to build more competitive
tourism destination environments and enhance Bangladesh good position in the world of
tourism industry.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Chapter -8 SWOT analysis of tourism industry of Bangladesh

8.1 Introduction
Strategic planning for a destination could be a challenging process since there are many
possible strategies derived from the evaluation of environmental factors. Decision
making without systematic approaches will apparently result in less effective strategies
for a destination. SWOT analysis is a very classic strategic planning tool that provides
direction and work as a basis for the development of strategic plan. It provides a simple
way to assess how a strategy can best be implemented by identifying internal strengths
and weakness and external opportunities and threats. The analysis helps planners be
realistic about what they have, what can achieve, and where they should focus.
By addressing strengths, weaknesses, opportunities, and threats- prevailing in
Bangladeshs tourism sector, this chapter aims to help policy makers not only to realize
important factors of the tourist destination, but also provide an analytical tool for
developing effective strategies for a destination.
8.2 Findings of the study
The findings of the strengths, weakness, opportunities and threats of Bangladesh tourism
industry are given below8.2.1 Strengths
Tourism Industry experts insist that promoting tourism should be based on strengths they
have. For this reason tourism stakeholders should definitely take advantage of factors
created by geographical diversity, God gifted natural beauty, the exotic culture and tribal
life in some parts of the country. The strengths of Bangladesh tourism industry are as
follows:

Due to historical isolation Bangladeshi culture and history is distinctive to many

countries of the world.
Bangladesh offers a variety of natural and cultural tourist destinations; some of
them are included in the UNESCO Heritage List.
The country possesses some unique archaeological sites, cultural heritage and
ecotourism products such as the worlds largest mangrove forest, the Sundarbans,
the worlds longest unbroken sea beach in Coxs Bazar (120 km), the oldest
archaeological site in the Southern Himalayas-Paharpur and worlds largest
bterracotta temple - Kantaji Temple in Dinajpur, and spectacular monuments and
mausoleums of language movement and liberation war of the country.
There are many tribal groups in different areas of Bangladesh. Each has its own
culture, social structure and lifestyle. Not many parts of the world boast such
diversity.
The nation has also been bestowed with archaeological sites and religious
sanctuaries of old which have significant historical value that can attract tourist
en masse. The key strategy would be to convey to potential tourists that there is
much more to experience in Bangladesh.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

The 25 rivers of Bangladesh can easily be turned into haunts for water sports and
adventure, entwining entertainment with the beauty of the rivers.
There are different appealing spots for the eco-tourists, who travel to different
destinations in a sustainable manner.
Apart from the natural beauty, greenery, archeological and historical places
Bangladesh is well-known for the hospitality of the people.
It offers a low cost for products and services.
The tourism industry has low construction, running and salary expenses. Labor
force is reliable and abundant.
English is generally used in the tourism industry.
The traditional Bengali handicraft is cheap and people are tourist friendly.
The national transport, whether it is by air, land or water, is cheap.
Communication and transport system has been developed from north to south,
east to west.
Existing slow transportation in remote area by road and water can be exploratory
with the right positive attitude.
Bangladesh is concerned with safeguarding a heritage damaged by increased
salinity and climate change.
Bangladesh is a fairly new and rarely visited as an inbound tourist destination,
which can attract an adventure searching tourist market.
Domestic tourism is increasing steadily. During weekends the trend of
moving out for recreation has increased among the middle class people of
the society.
Awareness about tourist attractions as a whole is increasing.
Bangladesh has the potential and resources to create innovative tourist
destinations which will pull people from other nations in hordes.

8.2.2 Weaknesses
Tourism, the globally recognized tool for poverty alleviation, is yet to be recognized by
the policy makers of Bangladesh. While most of the countries all over the world are
making all out efforts to develop tourism and boost foreign currency revenue,
Bangladesh stucks into no action. It remains as one of the poorest countries despite
having significant tourism potentials. The weaknesses of Bangladesh tourism industry
are as follows:

The accessibility to tourist destinations and accommodations is negatively

affected by non-availability of adequate infrastructure, including domestic and
international transportation.
The tourism industry is quite a young line of business in Bangladesh, where the
development predominantly has been left to the local market forces.
The development of tourism industry is not properly planned with a proper
destination.
Lack of adequate knowledge of the people involved about demand, supply and
competitors in the tourism business leading the industry nowhere.
There is a low level of co-operation and innovation in the tourism sector.
Tourism industry lacks marketing professionalism, which is severely crippling
the industrys inbound tourism growth. In the home market tourist promotion
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Development of Tourism Industry In Bangladesh: Issues And Strategies

every company is generally on their own. It is expensive and ineffective for local
operators to reach the worldwide market at the current time.
The inbound tourism marketing is primarily preformed by few foreign tour
operators. This fact indicates that the Bangladeshi tour operators are losing
income to their foreign competitors.
There is a lack of initiatives both from the government sector and the private
sector.

Low investment kept the industry struggling with running the business.
Overall safety, security, hygiene and above all services are not up to the expectations of
the foreign tourists.

Small number of tour operators, inefficient national airlines, and insignificant

role of travel agencies fail to give the proper co-operation.
Inadequate promotional and marketing activities of tourism by both public and
private sector.
The country often suffers from image crisis. It continues to remain as an
unknown destination to the tourist generating countries.
There is a great shortage in properly skilled human resources for the industry. At
the moment, there is a huge crisis for proper tour guides.
Due to absence of a tourism law, the tour operators or tourism service providers
cannot be brought under law for any mishandling with the tourists. Also owing to
absence of law, tourism products cannot be protected or conserved.
One of the biggest hurdles is the lack of proper infrastructure in the country
which has made operating tour guides and other excursions a hectic and
unprofitable feat.
Frequent changes of officials in the BPCs management and its line ministry
make the situation even worse.
Presence of representation of civil society in the BPCs Board of Directors is not
yet met.
Budget allocaiton for the promotion of tourism development in the country is
insufficient.
Due to the absence of proper policy direction, BPC or the private sector cannot
receive any fund or loan from any quarter.
Lack of world class entertainment opportunities in the beaches, at the hotels and
restaurants for the foreign tourists has a negative impact.
Availability and access to the right information is not easy. That sometimes
forces the tourists to feel helpless in and around.
Insufficient safety measures make the tourists worried.
Local people lack the visitors experience, so tourists sometime feel uneasy in
some places. Moreover, the huge crowds everywhere have sometimes negative
impression to the tourists.

8.2.3. Opportunity
Opportunities means chances to get greater advantages from the environment. In this
situation tourism stakeholder should be careful and recognize the opportunities and grasp
then whenever they arise. The opportunities of Bangladesh tourism industry are as
follows:

Arrangements of international events like World Cup Cricket.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Bangladesh is a Democratic Muslim state more interesting in national developing

challenges than being engazed in the conflicts between the Western and
Muslim world.
The country enjoys a multiparty democracy and has a generally homogeneous
society and one dominant religion.
National economy is showing positive development.
The seasonal weather is relatively stable; especially the cold season is
comfortable for travelling.
Strong linguistic, cultural and historical connections exist with England, Pakistan
and India.
Number of tourists in Bangladesh is estimated to increase due to generally
growing local, regional and world tourism travel activities.
It is easy to implement eco-tourism, riverine tourism, and spiritual tourism.
Bangladesh is located strategically in South Asia.
Good transport network by Bus, Railway and Air transport to accede to the area
and rickshaw service in the local area.
Free of cost tour guide by the Rickshaw puller.
Access to tribal people.
Access to islands with less expense.
Scope for development of national parks in the nearby forest.
Scope for expansion of several sea beaches.
Scope for sea tour to Myanmar and Thailand.
Scope for seeing sea fishing by the fishermen.
Scope for development of tourism in the islands like Saint Martin and Sonadia.
Scope for regional cooperation integration in tourism network with the
development of regional economy and regional trade and investment cooperation.

8.2.4 Threats
Threat means external elements in the environment that could cause trouble for the
business. Threats are uncontrollable. When a threat comes, the stability and survival can
be at stake. The common threats of Bangladesh tourism industry are as follows

Political Instability of the country.

Harassment by the police and the broker in the airport.
Language barrier of the people of the country.
Conservative social and religious systems.
Lack of awareness among the mass people regarding the benefits of tourism both
locally and internationally.
Illegal hunting and fishing in Sundarbans.
Absence of sufficient trained safe guards in the beaches to make the tourists
aware and save them in case of emergency.
Shortage of accommodation, food and beverage services and other amusement
services.
Tourists presently hold misconceptions about Bangladesh as a tourists
destinations.
Absence of proper tourism policy.
Political collision between tribal and Bengali people.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

Natural disasters such as storms, floods and earthquakes.

The country has a worldwide image of poverty, natural catastrophes and
corruption.
The national tourism sector is negatively affected from lack of social and political
commitment.
The preservation of natural and historical attractions is just one challenge
between several to the Bangladeshi society.
Unstable political situation created a bad image abroad, which should be taken as
the biggest threat for development of tourism industry overseas.
Continuous campaign against Bangladesh by certain quarters as a fundamentalist
country.
Rapid growth of population.
Availability of exclusive zone for foreign tourists in the competing country with
similar socio-cultural background (e.g. Maldives).
Threat from fundamentalist forces against the expansion of recreational facilities
(specially drinks and dance which are specially important for the foreign
tourists).
Lack of national policy support for tourism.
Failure to implement recommendations of the Strategic Development Plan for
Tourism.
Failure to improve standards of service in all sectors of the industry.
Failure to improve infrastructure in all tourist areas.

8.3 Conclusion
The findings of this study provides an important contribution to the tourism industry of
Bangladesh by analyzing strength, weakness, opportunities and threats to enhance policy
makers discussions related to both internal and external environments of their
destinations. If policy makers of tourist destinations utilize this study (SWOT), they will
be able to take a more comprehensive decision for their strategic planning process.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Chapter-9 Focus on promotional activities in developing tourism

Industry of Bangladesh: The case on Chittagong Travel Mart 2013

9.1Introduction
The world entered in the 21st century and realized that many new opportunities wait for
the tourism industry. The advent of globalization has coincided with a boom in the
tourism sector and this presented many new challenges. Trade rules and free movement
of capital are the real forces behind globalization. In the perspective of tourism,
globalization means dramatic increases in the number of destinations and also in
distances among them. International tourism conditions have changed drastically and it
has become necessary to address these issues in order to remain competitive in the
tourism market. Development of new tourism products with existing one and introduce it
to the world is one of the vital challenges for any destination to increase tourism market
share.
Yet, attracting a bigger number of tourists is not a simple way, particularly in times of
ever-changing travel preferences. In line with Peter Drucker; the aim of marketing is to
increase sales. By considering enormous changes in the economic conditions of the
world, it can be seen that every nation tries to create or maintain competitive advantage
for itself and with the help of the marketing science, increase its enjoyment of the created
or maintained competitive advantages. 202 . In this respect organization with better
communications skill with tourists; through utilization of effective promotional tools
along with acquiring better tourist understanding, have been able to attract and maintain
tourist loyalty.
Now tourists are more conscious about safety, security, environmental issues, and quality
of services, available of information and expenses rather than visiting a place without
proper prior information. Distance is no more a big obstacle to visit a place while
available information and introducing the destination is more important. Tourism is a
meticulous service, as a service the marketing mix can be applied to it. The marketing
mix includes the four Ps: Product, Price, Promotion and Place. The promotion is the most
visible in the four Ps. In the process of promotion, the selection and the use of the
promotional tools are crucial. The different promotional tools in tourism are advertising,
direct mailing, sales promotion, personal selling promotion, public relation and online
social network are mentionable. Promotional techniques are used to make prospective
customers aware of products, to what their appetites, and stimulate demand; they also

202

Drucker, P.F., 1985. Innovation and Entrepreneurship: Practice and Principles, Harper
and Row, New York, U.S.A., pp: 15-21.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

provide information to help customers decide. The promotion cannot be fully effective
unless it is coordinated with the other three P (Middleton, 1994, pp. 63-65). 203.
The importance of promotional activities is especially evident in tourism industries with
intense competition. Because in terms of global increasing trend in both the number of
tourist arrivals and the earnings from tourism, the same in Bangladesh is very
insignificant. Even in consideration of the positions of the neighbouring countries,
Bangladesh is far behind in this respect. In 2004 about 271,270 foreign tourists visited
Bangladesh during the year and the country earned about Tk204. 3967.56 million (US$
66.82 million) from this sector in the same year (BPC, 2005).205 Though tourism industry
and its market have grown phenomenally worldwide, the industry and its market have
not grown in Bangladesh. Lack of proper or sufficient promotion is one of the major
reasons not for developing the tourism industry in Bangladesh up to the mark. Because,
potential tourists need to know properly about the attractions, services, facilities, etc. at
the destinations and accessibility to there through various forms of promotional
measures. For this reason effective promotional tools are essential for the development of
the industry. Bangladesh Parjatan Corporation or Bangladesh tourism board could not
meet this requirement due to lack of needed fund along with the absence of decisionmakers foresightedness. As a result, this sector and its market have failed to grow
properly not merely because it lacks enough attractions and facilities. But time has not
yet past over. Still there are lots of scopes and opportunities if Bangladesh attempts to
highlight it as a tourist destination to the potential tourists properly through an effective
promotional tools and can take some initiatives to develop some infrastructural facilities,
the country would be able to earn many times higher than the present by attracting more
tourists within a short time. Considering this backlog the study take attempted to
examine the existing promotional tools that are used by tourism stakeholders to attract
tourist and identify the problems and the limitations of their promotional activities, and
prescribe necessary policy measures for effective promotional actions for the tourism
industry in Bangladesh.
9.2. Respondents
All participants (hotel, motel travel agency, tour operator, national tourism organization and
Air Lines Company) of Chittagong Travel Mart-2013 at hotel peninsula on 6th Feb, 2014
are the total population of the study. Among 16 participants 206 , 13 participants are
interviewed by a close ended questionnaire. The detailed research methodology of this study
has been given in the chapter 3 of this dissertation.
9.3. Restatement of Objective and Hypothesis
It is important to repeat objectives and hypotheses because they give direction for the
analysis and the findings of the study. Objectives give guidelines on where the interpretation
of data should focus. The study is based on the following objectives and hypotheses-

203

Middleton V.T.C (1994), Marketing in travel and tourism, 2nd edition, pp. 63-65

.
204

Presently $1= Tk. 69

BPC (undated), online, accessed 27.02.06
206
The daily Star,Feb07,2014
205

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Development of Tourism Industry In Bangladesh: Issues And Strategies

To examine the dimensions of promotional activities undertaken by the different

tourism stakeholders to attract tourist and evaluate the role of their activities for
the development of this industry.

Ho (1): Level of uses of promotional tools by tourism stakeholder to attract tourist is

sufficient.
Ho (2): The amount spent in taka by tourism stakeholders on promotional tools to attract
tourist is satisfactory.
9.4 Demographic characteristics of the respondent
Demographic characteristics of the respondent are nothing more than characteristics of a
population. Generally, characteristics such as type of the organization, year of
establishment, ownership of the organization, designation of the respondent are being
considered as socio-demographics and are being asked in this survey. It will help to
understand what is happening in promoting Bangladesh as a valued tourist destination in
the world by the current tourism stakeholders of Bangladesh.
9.4.1. Type of the organization
Travel and tourism organizations operate in a very dynamic business environment. Every
day new travel companies are set up, new holiday products launched and new
destinations promoted to visitors. Travel and tourism is a very wide-ranging sector, made
up of many different component industries. There are different types of tourism
organization in Bangladesh. Survey result found that 39% respondent is hotel, 23% is
travel agency, 23% are tour operator and 15% are Airlines Company that operated
business in Bangladesh.
9.4.2. Year of establishment
Year of establishment of the organization is important for promoting Bangladesh as a
valued tourist destination because after establishing the organization they started their
promotional activities. Survey result found that most of the organization started their
promotional activities recently. Though tourism marketing was started in Bangladesh
after the immediate of the independence of the country in 1971 and Bangladesh Parjatan
Corporation the only government tourism marketing organization in Bangladesh was
started its operation from 1973.
9.4.3. Ownership of the organization
Variations in ownership may affect organizational objectives, organizational efficiency,
organizational promotional activities and other factors, and the size of their impact
depends on the nature of the products, market competition and more. Basically two types
of ownership of the organization are exists in tourism industry in Bangladesh e.g. public
and private. In this perspective survey result found 8% ownership of the organization in
public sector and remaining 92% in the private sector for this survey.

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Table 9.1: The demographic characteristics of the respondent of the study Chittagong
Travel Mart 2013

Variable
Type
of
organization

Sub Variable
the Hotel
Travel agency
Tour operator
Airlines Company

Frequency
05
03
03
02

Percent
39
23
23
15

13
04
Year
of Before 2000
2001-2005
03
establishment
2006-2010
04
2011- 2014
02
13
01
Ownership of the Government
Private
12
organization
13
04
Designation of the Manager
Senior Executive
02
respondent
Executive
06
Public
Relation 01
Officer

100
31
23
31
15
100
08
92
100
31
15
46
08

13

100

9.4.4. Designation of the respondent

Designation of the respondent is very much important for this research. To get the best
reliable information about the promotional tools, researcher needs the person who
closely related with the decision making about the promoting a tourism product. From
this survey it has been found that 31% of the respondent is manager,15% of the
respondents are the senior executive, 46% of the respondents are the executive and
reaming 08% public relation officer.
9.5. Findings of promotional activities undertaken by different tourism stakeholders
of Bangladesh
The development of a good tourist product, pricing it to attract tourists and making it
available to the tourists by companies need to be integrated with proper communication
with current and prospective tourists. Todays marketing managers need to effectively
develop promotional techniques as a proper medium to disseminate information about
their products to the tourists. The tourism stakeholders have woken up to realize the
importance of the various communication channels as important promotional tools.
Currently the tourism industry is extremely challenging. The international market is
changing faster than ever before, it's getting easier to travel and discover new
destinations. Tourism has evolved during the latter half of the 20th century from a
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Development of Tourism Industry In Bangladesh: Issues And Strategies

marginal and locally significant activity to a widely dispersed economic giant. It is
considered as an important economic, environmental and socio-cultural phenomenon
(Weaver & Lawton, 2002, p. 3). 207 Most promotional activities require an investment
of time and money which can reap excellent rewards if they are carefully planned and
executed (Briggs, 2001, p. 89). 208 A companys total marketing mix also called its
promotion mix- consists of the blend of advertising, personal selling, sales promotion
and public relations, direct marketing and online social network. These are the various
tools that the company uses to pursue its marketing objectives. This research will focus
on the exploration of different promotional tools used by different tourism stakeholders
of Bangladesh to uphold Bangladesh as a valued tourist destination.
9.5.1. Advertising
Advertising is the best way for initial publicity of tourist attractions. Advertising is
defined as any paid marketing activity which motivates potential customers to take the
goods and services. Advertising is precisely timed for general public. The result of
advertising may be short term or long term and it is very difficult to get feedback from
the customers instantly. A quote by Steuart Britt in Esu (2003) 209 buttresses the
importance of advertising to a tourism business. The quote says: Doing business
without advertising is like winking at a girl in the dark. Advertising informs, persuades,
educates, and reminds prospective or actual tourists about attraction and destination.
This promotion tools is used to generate publicity and it gives basic idea of goods and
services. In this respect table-9.2 reveals that tourism stakeholders use only 31%
different type of advertising tools to promote Bangladesh as a valued tourist destination
in our country.
Table- 9.2: Opinion on the uses of advertising as promotional tools by tourism
stakeholders
Name of the promotional tool

Response
Yes

Advertising

No

Frequency

Frequency

Advertising on national T.V.

12

Local T.V.

12

Radio

13

10

Internet

Newspapers and magazines

12

Advertising in cities

12

billboards and posters

11

brochures and booklets

sport stadiums

13

10

Participating in trade fairs/exhibitions

38

31%

92

69%

Total

[n=13. The respondent gives more than one response to advertising promotional tool]

207

BPC (undated), online, accessed 27.02.06

208

Briggs S. (2001) , Successful Tourism Marketing, 2nd edition

Esu.B.B.and Ebitu.E (2010) Promoting an Emerging Tourism Destination Global Journal of Management

209

and research Vol. 10 Issue 1 (Ver 1.0), pp21

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9.5.2. Public relation
Public relations are another major promotional tool of building good relations with the
public by obtaining favorable publicity, good corporate image and handling unfavorable
events. It is a management function, which evaluates public attitudes, identifies the
policies and procedures of an individual or organization with the public interest, and
executes a program of action to earn public understanding and acceptance (Moore and
canfield, 1977) 210 . But survey result display that tourism stakeholders use only 27%
different type of public relation promotional tools as their marketing strategy and 73%
none though it is an important promotional tool to make tourist product and services
more popular.

Table- 9.3: Opinion on the uses of public relation as promotional tools by tourism
stakeholders

Name of the promotional tool

Response
Yes

Public Relation

No

Frequency

Frequency

Participation in seminars/forums

10

Press releases

Press product launches

10

Charities and making donations

Giving interviews to newspapers and
mass media

11

12

Staged events
Publishing weekly or monthly newsletters
about products

12

13

10

11

25

27%

66

73%

Total

[n=13. The respondent gives more than one response to public relation promotional tool]

9.5.3. Sales promotion

Another promotional technique is sales promotion. Sales promotion can be defined as:
Those marketing activities other than personal selling and advertising and publicity that
stimulate purchases such as exhibitions, shows, and demonstrations. In a way they refer
to short term incentives offered to the consumer to induce a booking, reservation or sale
etc. The purpose of sales promotion, like advertising, is to attract attention to a product
and generate sales. In tourism, sales promotions are frequently used to target an
intermediary group such as travel agents or other members of the travel trade. The
following table shows the respondents attitude towards uses of different sales
promotional tools to uphold their tourism products and services.

210

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Table- 9.4: Opinion on the uses of sales promotion as promotional tools by tourism
stakeholders

Name of the promotional tool

Response
Yes

Sales promotion

No

Frequency

Frequency

Free samples

12

15

Premium or Bonus offer

10

Presenting gift

10

Price-off offer /discount

Coupons

12

15

Money back offer

12

22

29%

56

71%

Total

[n=13. The respondent gives more than one response to sales promotional tool]

9.5.4. Personal selling

Personal selling refers to person-to-person communication in which a seller attempts to
assist and/or persuade prospective buyers to purchase the companys product, service or
idea (Belch & Belch, 2001) 211. In personal selling, an individual performs the task of
selling in person by having face-to-face interaction with the prospective buyer. The
essence of personal selling depends upon the careful training of all sales force and
personnel who are in direct interaction with the public and tourists. In this perspective
survey result disclose that tourism stakeholder uses 35% of different personal selling
tools to increase their sales volume.
Table- 9.5: Opinion on the uses of personal selling as promotional tools by tourism
stakeholders
Name of the promotional tool

Response
Yes

Personal selling

No

Face-to-Face interaction

Frequency
9

%
12

Frequency
4

%
5

Persuasion

11

14

Flexibility

11

Promotion of sales

11

Supply of Information

10

Mutual Benefit

11

14

26

35%

52

65%

Total

[n=13. The respondent gives more than one response to personal selling promotional tool]

211

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9.5.5. Direct Marketing
Direct marketing refers to direct communications one-on-one with the target audience,
traditionally via mail. In todays marketplace, email is assuming an increasing role in direct
communications with customers; however, traditional direct mail continues to play a major role
in tourism marketing. If properly planned and targeted, direct marketing can be almost as
effective as a personal sales call. It works particularly well if it is used to publicize special
offerings, to introduce new facilities or services, or to announce new business start-ups. In this
regard tourism stakeholders use only 37% direct marketing promotional tools and 63% none.

Table- 9.6: Opinion on the uses of direct marketing as promotional tools by tourism
stakeholders

Name of the promotional tool

Response
Yes

Direct
marketing

No

Frequency

Frequency

Face-to-face selling

11

Direct-mail

12

Catalogue selling

11

17

Telemarketing

11

Television marketing

12

18

24

37%

41

63%

Total

[n=13. The respondent gives more than one response to direct marketing promotional tool]

9.5.6 Online social network

Nowadays, the Internet has become a part of our life. People spend a big portion of their
time everyday using the internet, chatting with friends and acquaintances and always
want to be connected with them by different social media like Facebook, YouTube, and
different blogs and so on. Again the number of internet users is increasing day by day.
Hence, for tourism marketing, online social media can be effective tools. Each
generation has a different motivation for travel and tourism. The seniors want to be
active, feel useful, and meet with other people to gain new friends (Ekerdt, 1986). 212
The young people want to gain new skills, to be part of the community and to enjoy life.
Being ICT literate, they use the technology for various purposes. As the increase in
popularity of the OSN is on constant rise, young-adults are particularly interested in it.
Moreover, the OSN find its application in travel and tourism purposes. It is often a case
to be used for sharing travel and tourism information and experience with one another.
Generally, it is used as prevalent and growing communication tool particularly for
tourism promotion.

212

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Table- 9.7: Opinion on the uses of online social network as promotional tools by tourism
stakeholders
Name of the promotional tool

Response
Yes

Facebook.com
Online
social Twitter.com
LinkedIn.com
network
Google Plus
MySpace
You tube
Total

No

Frequency
11

%
15

Frequency
2

%
3

12

15

12

15

13

17

13

17

12

15

16

18%

62

82%

[n=13. The respondent gives more than one response to online social network promotional tool]

But unfortunately in our country tourism stakeholders are not habituated to use these
popular promotional tools for marketing their tourism products and services. Survey
result shows tourism stakeholders use only 18% online social network as their
promotional tools.
Figure 9.1: Overall result of promotional tools undertaken by tourism stakeholders

Figure-Grand total of uses of different promotional tools

Yes

No

30%

70%

Finally it is found on the whole from the Figur- 6.6.1 that different promotional tools
undertaken by tourism stakeholders to attract tourist as well as development of this
tourism industry are not on top of things. So, following on these findings it may be
concluded that Hypothesis 1 which states: Level of uses of promotional tools by tourism
stakeholder to attract tourist is sufficient should not be supported or be rejected. The
main reason is that the findings indicated that tourism stakeholders use only 30%
promotional tools to uphold Bangladesh as a valued tourist destination in front of the
prospective tourist.
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9.6 Findings on methods of determining promotion budget
Responding to a question on the method(s) of determining promotion budget, some
respondents express that they use more than one method in doing so. It was found that
23% respondents use the affordable method rather than the existing market demands in
determining the promotion budget followed by 8% respondents who uses percentage of
revenue earning method. It was revealed that only 15%
respondents use objectives
and task method and 31% based on the previous years expense. The following table
(Table 9.8) shows the distribution of the respondents and the method used in determining
the promotion budget:
Table- 9.8: Opinion on the methods of determining promotional budget by tourism
stakeholders
Method of promotional
Budget
Affordable amount method
Percentage of revenue
earning method
Based on the previous
years expense
Objective and task method
Fixed amount method
Others
Total

No. of respondent

Percentage

03
01

23%
08%

04

31%

02
02
01
13

15%
15%
08%
100%

[n = 13. Some respondents responded that they use more than one method]

9.7. Findings on the amount spent on different promotional tools

The promotional efforts of any product or service by any organization are intended to
achieve the better performance in achieving the goal of the organization. Considering the
same, it was attempted to evaluate the overall promotional activities undertaken and
launched by the tourism industry in Bangladesh to have a clear understanding whether
tourism stakeholder are performing in an expected way or not. This evaluation may help
to find out whether the promotion activities have any role or not in tourism marketing,
are the tourism stakeholders are spending the sufficient amount on promotional activities
or not, whether they need to spend more money to promotion or not and finally, is the
promotional measures undertaken and launched by the same industry is effective or not.
In this part respondents were asked to express their opinion whether the amount spent on
different promotional tools is satisfactory or not, by giving a five point range from
strongly agree to strongly disagree to reveal the data on promotional activities
undertaken by tourism stakeholders. The following table (Table 9.9) shows the
respondents comments regarding the issues on the promotional activities of Bangladesh
tourism:

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Table 9.9: One-Sample t test Statistics regarding promotional activities
tourism
Promotional tools
Mean*
N
Std. Deviation
Advertising
13
2.7692
1.42325
Sales Promotion
13
2.8462
1.46322
Personal Selling
13
2.3846
1.19293
Direct Marketing
13
2.0769
.95407
Public relation
13
2.2308
1.01274
Online social network
13
2.3077
1.25064

of Bangladesh
Std. Error Mean
.39474
.40583
.33086
.26461
.28088
.34687

[*Strongly Agree-5Strongly disagree-1]

The table 9.9 shows the mean score on the point whether the promotional expenditure on
advertising, sales promotion, personal selling, direct marketing, public relation and
online social network is sufficient or not. From the table it has been seen that all mean
score is close to 3 or a minor below the average score which indicate that promotional
expenditure by tourism stakeholders not up to the mark to attract tourist.
Table9.10 One-Sample t Test regarding promotional activities of Bangladesh tourism
Test Value = 0

t
Advertising
7.015
Sales Promotion
7.013
Personal Selling
7.207
Direct Marketing
7.849
Public relation
7.942
Online
social 6.653
network

df
12
12
12
12
12
12

Mean
Sig. (2Difference*
tailed)
.000
2.76923
.000
2.84615
.000
2.38462
.000
2.07692
.000
2.23077
.000
2.30769

95% Confidence Interval of

the Difference
Lower

Upper

1.9092
1.9619
1.6637
1.5004
1.6188
1.5519

3.6293
3.7304
3.1055
2.6535
2.8428
3.0634

[*Strongly Agree-5Strongly disagree-1]

It apparent from the above table 9.10 that majority of the respondent are disagree with
the statement expenditure on promotional tools by your organization is enough. The
mean value, standard deviation indicates that their opinion is distributed towards lower
side than the average score. The calculated t value is significant at 5 percent level of
significance. Since the observed significance (2-tailed) level is smaller than 0.05, which
conclude the hypothesis 2 which states that The amount spent in taka by tourism
stakeholders on promotional tools to attract tourist is satisfactory is not supported or be
rejected and it is quite unlikely that tourism stakeholders expend on promotional tools is
more to attract tourist. They seem to expense much less.

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9.8 Conclusion
The purpose of this chapter was to gain better understanding about how tourism
stakeholders Promote Bangladesh as a tourist destination. The survey revealed that the
main reason of not succeeding Bangladesh tourism is that the concern authority failed to
realize the importance of this sector initiate the proper measures in undertaking effective
promotional measures to attract the potential tourists. For this reason on the basis of
obtained empirical results tourism stakeholders should give emphasis where
improvement should be made to flourish this sector. Tourism stakeholders should take
care of creating and integrating value in tourism products and resources by proper use of
promotional tools so that Bangladesh as a valued tourist destination could achieve better
competitive market position. Thus, the concern authority needs to give priority and adopt
necessary effective promotional measures in order to attract a significant number of
foreign tourists to visit the country.

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Chapter -10 An empirical study on tourist satisfaction on tourism

products and services for development of tourism industry of
Bangladesh

10.1Introduction
Trying to understand what comprises tourist satisfaction is one of the most relevant areas
of research for the tourism sector (Petrick 2004: Prebensen 2006), as satisfied tourists
tend to transmit their positive experience to third persons as well as repeating their visit
(Hallowell 1996; Kozak & Rimmington 2000; Pizam 1994; Alen, Rodrguez& Fraiz
2007; Operman 2000).It is extremely important to take into account the way a tourist
feels about the destinations they visit. The planning process can take inputs from the
findings of the perceptions of the tourists in developing a site further so as to either
attract more tourists or make a site viable for sustained tourism .Different kinds of
tourists reach a particular destination with a specific objective and if the objective is not
fulfilled the tourist may not like to visit the site again or recommend the site to others. A
tourist destination ideally should fulfill the expectations of the tourist including tourism
products and market. Tourist perception of the site can be a key to developing that site
further and can also enhance the overall planning and decision-making process. Each
tourist destination could be engineered in the way that it can fulfill most of the
aspirations of the visiting tourist. Tourist satisfaction has been identified as an important
concept in establishing the performance of different destinations. Given the increasing
level of competitiveness, it is essential for tourism management authorities to understand
the main factors causing satisfaction/dissatisfaction for the tourist. The aim of this
chapter is to explore the tourist satisfaction on different tourism products and services of
four tourist spots of Bangladesh with the hope that these findings will aid tourism
stakeholders in their task of creating satisfied tourist products and services.
10.2. Respondents
The purpose of this study is to analyze the satisfaction level of tourists for visiting four
tourist spots of Bangladesh. For this reason all tourists of Coxs Bazaar, St.Martin,
Sundarban and Kuakata during their visit at the destination are the total population of the
study. Among all tourists of these four places 60 tourists of each place are considered as
the sample size of the study. The data for this study was gathered through close ended
survey questionnaire. The detailed research methodology of this study has been given in
the chapter 3 of this dissertation.
10.3. Restatement of Objective and Hypothesis
It is evident from the literature review in the chapter 2 that there is still dearth of research
studies mainly focusing on the tourists satisfaction in tourism products and market in
four icon tourist spots of Bangladesh namely Coxs bazaar, St.Martin, Sundarban and
Kuakata. The present work is conducted against this backdrop. It includes empirical
study on tourist satisfaction on tourism products and market of these spots i.e.
accessibility, tourism services, accommodation and so on. At the time of visiting every
tourist has some expectations about the destination, which leads to different levels of
satisfaction and dissatisfaction. The restatement objectives of this study are as follows:

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To study the satisfaction of the tourists towards the tourism products and services
available in four icon tourist spots of Bangladesh namely Coxs bazaar,
St.Martin, Sundarban and Kuakata.
To recommend measures to improvise the available tourism product and services
so as to enhance the tourists satisfaction.
On the bases of the objectives of the study the intended hypothesis is as follows:
Ho (3) : It is presumed that tourists are satisfied with the tourism products and
services available in four icon tourist spots of Bangladesh namely Coxs bazaar,
St.Martin, Sundarban and Kuakata.
10.4 Demographic characteristics of the respondent
The demographic data of the respondents was analyzed by gender, age, educational level,
and occupation and so on (as presented in Tables 1, 2, 3 and 4).
Table-10.1: The Demographic characteristics of respondents of the study area Coxs
Bazar
Variable

Sub-variable

Frequency

Gender

Male
Female

36
24
60
8
32
11
07
02
60
44
16
60
05
11
08
23
13
60
05
12
13

Total

Age

Total
Marital Status

1-15
16-25
26-35
36-45
46 and above
Single
Married

Total

Level of Education

Primary education
Secondary education
Higher secondary
Graduate
Post graduate

Total

Occupation

Students
Self employed
Professional ( Teaching, Doctors,
Engineer)
Manager/ Executive
Government officer
Unemployed
Retired

Total

Family Income per month

Less Than 20000

20001-30000
30001-40000
More than 400000

Total
Holiday organization Mode
Total

Individually
Package tour
Others

17
03
06
04
60
10
22
08
20
60
38
08
14
60

Percent
60
40
100
13
5
18
12
3
100
73
27
100
8
18
13
38
22
8
20
22
28
5
10
7
17
37
13
33
63
13
24
100

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Accompanying person

Travel Alone
Spouse
Spouse and Children
Friends and relatives
Others

Total

07
16
14
07
16
60

12
27
22
12
27
100

Table 10.2: The Demographic characteristics of respondents of the study area St.Martin
Variable

Sub-variable

Frequency

Percent

Gender

Male
Female

32
28
60
05
25
15
08
07
60
36
24
60
02
08
10
28
12

53
47

23
12
08

38
20

Total

Age

Total
Marital Status

1-15
16-25
26-35
36-45
46 and above
Single
Married

Total

Level of Education

Primary education
Secondary education
Higher secondary
Graduate
Post graduate

100

8
42
25
13
12
100

60
40
100

3
13
17
47
20

Total

Occupation

Students
Self employed
Professional ( Teaching, Doctors,
Engineer)
Manager/ Executive
Government officer
Unemployed
Retired

Total

Family Income per month

Less Than 20000

20001-30000
30001-40000
More than 400000

Total
Holiday organization Mode

Individually
Package tour
Others

Total
Accompanying person

Total

Travel Alone
Spouse
Spouse and Children
Friends and relatives
Others

05
00
09
03
60
12
22
06
20
60
22
10
28
60
02
18
16
14
10
60

13.
8
0
15
5
100

20
37
10
33
37
16
47
100

3.
30
27
23
16
100

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Table 10.3: The Demographic characteristics of respondents of the study area Sundarban
Variable

Sub-variable

Frequency

Percent

Gender

Male
Female

47
13
60
11
27
15
05
02
60
48
12
60
02
07
09
28
14
60
33
12
07

78
22
100
18
45
25
9
3
100
80
20
100
3
12
15
47
23

Total

Age

Total
Marital Status

1-15
16-25
26-35
36-45
46 and above
Single
Married

Total

Level of Education

Primary education
Secondary education
Higher secondary
Graduate
Post graduate

Total

Occupation

Students
Self employed
Professional ( Teaching, Doctors,
Engineer)
Manager/ Executive
Government officer
Unemployed
Retired

Total

Income Level

Less Than 20000

20001-30000
30001-40000
More than 400000

Total
Holiday organization Mode

Individually
Package tour
Others

Total
Accompanying person

Total

Travel Alone
Spouse
Spouse and Children
Friends and relatives
Others

03
00
05
00
60
16
15
21
08
60
03
41
46
60
03
01
05
44
07
60

55
20
12
5
0
8.
0
100
27
25
35
13
100
05
12
43
100
05
02
08
73
12
100

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Table 10.4: The Demographic characteristics of respondents of the study area Kuakata
Variable

Sub-variable

Frequency

Percent

Gender

Male
Female

38
22
60
07
12
37
04
00
60
34
26
60
02
04
06
36
12
60
12
11
10

63
37
100
12
20
61
7
0
100
57
33
100
03
07
10
60
20
100
20
18

Total

Age

Total
Marital Status

1-15
16-25
26-35
36-45
46 and above
Single
Married

Total

Level of Education

Primary education
Secondary education
Higher secondary
Graduate
Post graduate

Total

Occupation

Students
Self employed
Professional ( Teaching, Doctors,
Engineer)
Manager/ Executive
Government officer
Unemployed
Retired

Total

Income Level

Less Than 20000

20001-30000
30001-40000
More than 400000

14
02
10
01
60
02
16
40
02

17
23
3
17
1
100
03
27
67
03

07
14
39
60
02
07
15
24
12
60

12
23
35
100
3
12
25
40
20
100

Total
Holiday organization Mode

Individually
Package tour
Others

Total
Accompanying person

Total

Travel Alone
Spouse
Spouse and Children
Friends and relatives
Others

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10.5 Findings of tourists satisfaction level towards tourism products and service of
Bangladesh: The case of Coxs Bazar, St.Martin, Sundarban and Kuakata
For this study survey data were collected by using five point Lykert scale range from
very satisfied-5 to very dissatisfied-1from four icon tourist spots of Bangladesh namely
Coxs bazaar, St.Martin, Sundarban and Kuakata. After sorting out the invalid
questionnaires, data were coded, computed, and analyzed using the Statistical Package
for Social Sciences (SPSS). Statistical analyses such as frequencies, descriptive, and ChiSquare test were used according to the respective objectives of the study. The detailed
research methodology of this study has been given in the chapter 3 of this dissertation.
The breakdown of the score/ranking are shown in the following Table-4.
Table 10.5: The breakdown of the mean score/ranking
Score rank
1
2
3
4
5

Interval scoring ( Mean Value)

1.00 1.80
1.81 2.60
2.61 3.20
3.21 4.20
4.21 5.00

Meaning
Very dissatisfied
Dissatisfied
Neither satisfied nor dissatisfied
Satisfied
Very Satisfied

As for the selection of the determinants of tourist satisfaction, the researcher focus on the
following attributes:

Accommodation and restaurants: it includes comfort and cleaning of the hotel,

hotels bathrooms and toilets, the friendliness and competence of hotels
manager, staff, security staff personnel etc., the quality and variety of restaurants
and quality of food and beverage of the restaurants.
Accessibility: it comprises quality of public transport, local tourism
transportation efficiency/quality, overall cleanliness of the streets and public
places, touring the city or easiness to get around and display Tourist maps &
information boards.
Tourism services: it contains availability of tourism information center,
availability of tourism signals, availability of daily tour services, availability of
health services and facilities and cooperation of tourist police.
Entertainment facilities: it consist of availability of shopping facilities, water
based activities (e.g. swimming, surfing, boating, fishing, comfort and cleanliness
of beaches or sea, special events/festivals and availability of music club, theatre
hall, Cinema hall.
Quality of life: it embraces traveled around the destination, walked alone after
dark, feeling of personal safety and security, feeling about night life and
availability of public toilet and cleanness.

The details findings of the above attributes regarding tourist satisfaction on four icon
tourist spots of Bangladesh are given below-

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10.5.1Accessibility
The most vital component of tourism industry is accessibility. It is a means by which a
tourist can reach the area where attractions are located. Tourist attractions of whatever
type would be of little importance if their locations are inaccessible by the normal means
of transport. Accessibility is the main function behind the basics of tourism transport.
Without the presence of efficient and effective accessibility system obviously the tourism
industry would be collapsed to function. A historic city or a beautiful place becomes only
a tourist destination when the places are easily accessible. However, tourism demand can
also be responsible for developing easily accessible networks. So measure the
satisfaction upon the accessibility of tourism destination is important to determine the
strategies to flourish this industry. The findings of tourist satisfaction towards
accessibility of four tourist spots of Bangladesh are given below10.5.1.1 Quality of public transport: It is evident from the above four table that
majority of the respondent of Coxs bazaar, St.Martin and kuakata are more or less
satisfied except Sundarban on the quality of public transport. The mean value
accordingly 3.80, 3.30, 3.60 and 2.50 confirmed the statement. The standard deviation
and skewness of Coxs bazaar are.65871 and .236; St.Martin are.94421 and .355;
Kuakata are1.34290 and -.438; and Sundarban are 1.00000 and -.105 respectevely . The
Chi- square test is significant at 5 percent level of significance. Thus the opinion is not
equally distributed. So it can be concluded that majority of the respondents have the
same opinion over the issue of quality of public transport in the study area.

Table 10.6: Tourist satisfaction towards quality of public transport in respect with
accessibility
Name of tourist
pots

Coxs Bazaar
St.Martin
Sundarban
Kuakata

Mean

Std.
Deviation

Skewness

Statistic

Statistic

Statistic

Statistic

Std.
Error

60
60
60
60

3.8000
3.3000
2.5000
3.6000

.65871
.94421
1.00000
1.34290

.236
.355
-.105
-.438

.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

14.400
12.000a
5.600
14.000a

.001
.007
.133
.007

10.5.1.2 Local tourism transportation efficiency/quality: It is observed from the table

based on mean value that tourists of coxs bazaar are satisfied on the local tourism
transportation efficiency/quality issues where as tourists of St.Martin and kuakata are
neither satisfied nor dissatisfied but tourists of Sundarban are dissatisfied on the issue.
The standard deviation and skewness of Coxs bazaar-.78762and -1.025; St.Martin
.82064 and -.255; Kuakata-.99092 and -.364; and Sundarban .86684 and -.012
respectevely. The Chi- square test is significant at 5 percent level of significance. Hence
the opinion is not equally distributed. But the findings of p value did not support the
statement that tourists are satisfied on the local tourism transportation efficiency/quality
issues.

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Table 10.7: Tourist satisfaction towards local tourism transportation efficiency/quality
with accessibility
Name
of
tourist spots

Coxs Bazaar
St.Martin
Sundarban
Kuakata

Mean

Std.
Deviation

Statistic
60
60
60
60

Statistic
3.3000
2.9333
2.1667
2.9667

Statistic
.78762
.82064
.86684
.99092

Skewness

Statistic
-1.025
-.255
-.012
-.364

Std.
Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

33.333
19.467a
16.267a
14.133b

.000
.000
.001
.003

10.5.1.3 Overall cleanliness of the streets and public places: A majority of the
respondent of coxs bazaar are satisfied but the respondents of St. Martin, Sundarban and
KUakata are neither satisfied nor dissatisfied on the factor of overall cleanliness of the
streets and public places. The mean value confirmed the above statement. The findings
of standard deviation of Coxs Bazar, St. Martin and Sundarban indicate that the data re
spread out over a large range of volume or data are not close to the mean value. Only the
findings of standard deviation of kuakata indicate that data are close to the mean. The
skewness findings shows that data are right skewed distribution which means most
values are concerned on the left to the mean, with extreme values to the right. Here the
Chi- square value is significant at 5 percent level of significance and indicates the
opinion is not equally distributed. The conclusion can be drawn that tourists are not
satisfied on the overall cleanliness of the streets and public places of various spots.
Table 10.8: Tourist satisfaction towards overall cleanliness of the streets and public
places with accessibility

Name of tourist
spots

Coxs Bazaar
St.Martin
Sundarban
Kuakata

Statistic
60
60
60
60

Skewness

Mean

Std.
Deviation

Statistic
3.4000
2.8333
2.8500
2.7667

Statistic
.76358
.86684
.81978
.42652

Statistic
-.359
.012
-.476
-1.294

Std.
Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

29.067
48.667b
26.000a
17.067c

.000
.000
.000
.000

10.5.1.4 Touring the city or easiness to get around: The table reveals that tourists of
coxs bazaar are satisfied; tourists of St.Martin, Sundarban and kuakata are neither
satisfied nor dissatisfied on the issue of touring the city or easiness to get around. The
mean value of table 1,2,3,4 confirmed the above statement. The findings of high
standard deviations of the four spots indicate that the data are spread out over a large
range of volume or data are not close to the mean value. The skewness value of Coxs
bazaar,St.Martin and Kuakata shows that data are right skewed distribution which means
most values are concerned on the left to the mean, with extreme values to the right and
the skewness value of Shundarban shows that data are left skewed distribution. Further

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Chi-square value is significant at 5 percent level of significance. It shows that opinion of
the respondents is not equally distributed.
Table 10.9: Tourist satisfaction towards touring the city or easiness to get around in
respect with accessibility
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.5333
3.1667
2.9500
2.8333

Std.
Deviation
Statistic
.72408
.90510
.96419
.58705

Skewness
Statistic
.434
.226
-.367
.039

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

34.933
53.333b
36.500b
26.800d

.000
.000
.000
.000

10.5.1.5 Display Tourist maps & information boards: It is notable that majority of the
respondent of Sundarban and st.Martin are dissatisfied regarding accessibility factor
display tourist maps & information boards while respondents of Coxs bazaar and
Kuakata are neither satisfied nor dissatisfied.The mean value of the tables are below the
average score. The result of high standard deviations of the four spots indicate that the
data are spread out over a large range of volume or data are not close to the mean value.
The result of skewness value of St.Martin, Sundarban and Kuakata shows that data are
right skewed distribution which means most values are concerned on the left to the mean,
with extreme values to the right and the skewness value of Coxs bazaar shows that data
are left skewed distribution. The calculated Chi-square value shows significant at 5
percent level of significance. It is concluded that display tourist maps & information
boards are not satisfactory and needs more care.
Table 10.10: Tourist satisfaction towards display Tourist maps & information boards in
respect with accessibility

Name of tourist
spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
2.8667
2.6667
2.4833
2.8333

Std.
Deviation
Statistic
1.03280
.95077
.62414
.58705

Skewness
Statistic
-.106
.481
.930
.039

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

19.333
33.333b
24.100c
26.800d

.001
.000
.000
.000

10.5.2 Accommodation and Restaurant

The accommodation and restaurants is considered as a major sector of the tourism
industry. A large percentage of holiday expenditure is accounted for by accommodation
and restaurant which helps tourism stakeholders to sustain. Accommodation provides
facilities that make travel convenient and comfortable and also provides an essential
support services to satisfy the tourists which act as wider motivation that brought the
visitor again to the destination. So tourist satisfaction up on accommodation and
restaurant sector is very crucial to bring the visitor again and again to the destination.
The findings of tourist satisfaction towards accommodation and restaurants of four
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10.5.2.1 Comfort and cleaning of the hotel:

It is observed from the table based on mean value that tourists of coxs bazaar and
Kuakata are satisfied on the Comfort and cleaning of the hotel issues where as tourists of
St.Martin and Sundarban are neither satisfied nor dissatisfied on the issue. The standard
deviation and skewness of Coxs bazaar are .64221 and .162 ; St.Martin are .89947 and .155; Kuakata are .99490 and -.461; and Sundarban are .73338 and .105 respectevely.
The Chi- square test is significant at 5 percent level of significance. Hence the opinion is
not equally distributed. But the findings of p value did not support the statement that
tourists are satisfied on the Comfort and cleaning of the hotel issues.

Table 10.11: Tourist satisfaction towards comfort and cleaning of the hotel in respect
with accommodation and restaurant
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.8333
2.9333
2.9333
3.4000

Std.
Deviation
Statistic
.64221
.89947
.73338
.99490

Skewness
Statistic
.162
-.155
.105
-.461

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

17.200a
15.200a
5.200a
29.333a

.000
.002
.074
.000

10.5.2.2 Hotels bathrooms and toilets

It is evident from the above four table that majority of the respondent of Coxs bazaar
and kuakata are very satisfied except the tourists of Sundarban and St.Martin on the
variable Hotels bathrooms and toilets. The mean value accordingly 3.8333, 2.0000, and
2.7667 confirmed the statement. The findings of high standard deviations of the four
spots indicate that the data are spread out over a large range of volume or data are not
close to the mean value. The skewness of Coxs bazaar is .162, St.Martin is -.113,
Kuakata is -.362 and Sundarban is .624 respectevely . The Chi- square test is significant
at 5 percent level of significance. Thus the opinion is not equally distributed. So it can
be concluded that the respondents are divided in two sections very satisfies and
dissatisfied over the issue of quality of Hotels bathrooms and toilets in the study area.
Table 10.12: Tourist satisfaction towards hotels bathrooms and toilets in respect with
accommodation and restaurant
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.8333
2.7667
2.0000
3.4333

Std.
Deviation
Statistic
.64221
.88999
1.10469
1.26714

Skewness
Statistic
.162
-.113
.624
-.362

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

17.200a
13.067a
15.733b
12.667a

.000
.004
.001
013

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10.5.2 .3 The friendliness and competence of hotels manager, staff, security staff,
personnel etc.
It is notable that majority of the respondent of Coxs bazaar, Sundarban and Kuakata are
very satisfied regarding the accommodation and restaurant factor the friendliness and
competence of hotels manager, staff, security staff personnel etc while respondents of
St.Martin is neither satisfied nor dissatisfied.The mean value of the tables are cross the
average score. The result of high standard deviations of the four spots indicates that the
data are spread out over a large range of volume or data are not close to the mean value.
The result of skewness value of Coxs bazaar and Sundarban shows that data are right
skewed distribution which means most values are concerned on the left to the mean, with
extreme values to the right and the skewness value of St.Martin and Kuakata shows that
data are left skewed distribution. The calculated Chi-square value shows significant at 5
percent level of significance. But the calculated p value does not support the statement
that tourist a are satisfied on the issues The friendliness and competence of hotels
manager, staff, security staff personnel etc.
Table 10.13: Tourist satisfaction towards the friendliness and competence of hotels
manager, staff, security staff, personnel etc. in respect with accommodation and restaurant
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.7333
2.9667
3.4000
3.6667

Std.
Deviation
Statistic
.77824
.66298
.80675
.95077

Skewness
Statistic
.064
-.686
.337
-.009

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

24.267b
57.867a
26.400b
9.333b

.000
.000
.000
.025

10.5.2.4 The quality and variety of restaurants

The tourist of Coxs bazaar and Kuakata are very satisfied regarding the issue the
quality and variety of restaurants while respondents of St.Martin and Sundarban are
neither satisfied nor dissatisfied. The mean value of the tables proves this statement. The
result of high standard deviations of the four spots indicates that the data are spread out
over a large range of volume or data are not close to the mean value. The result of
skewness value of Coxs bazaar, Sundarban , St.Martin and Kuakata shows that data are
left skewed distribution which means most values are concerned on the right of the
mean, with extreme values to the left. The computed Chi-square value shows significant
at 5 percent level of significance. But the calculated p value reject the statement that
tourists are satisfied on the issues the quality and variety of restaurants.
Table 10.14: Tourist satisfaction towards the quality and variety of restaurants in respect with
accommodation and restaurant
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.7000
3.0333
2.8667
3.7000

Std.
Deviation
Statistic
1.16880
.71228
.72408
1.16880

Skewness
Statistic
-.306
-.048
-.346
-.306

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

29.333
7.600
37.067
29.333

.000
.022
.000
.000

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10.5.2.5 Quality of food and beverage of the restaurants
The table reveals that tourists of coxs bazaar and Kuakata are very satisfied and tourists
of St.Martin are satisfied and tourists of Sundarban are dissatisfied on the issue of
Quality of food and beverage of the restaurants. The mean value of table confirmed the
above statement. The findings of high standard deviations of the four spots indicate that
the data are spread out over a large range of volume or data are not close to the mean
value. The skewness value of St.Martin and Sundarban shows that data are right skewed
distribution which means most values are concerned on the left to the mean, with
extreme values to the right and the skewness value of Coxs Bazar and Kuakata shows
that data are left skewed distribution. Further Chi-square value is significant at 5 percent
level of significance. It shows that opinion of the respondents is not equally distributed.
But the calculated p value refuse the statement that tourists are satisfied on the issues the
quality of food and beverage of the restaurants.
Table 10.15: Tourist satisfaction towards the quality of food and beverage of the restaurants
in respect with accommodation and restaurant
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.5667
3.1667
1.9333
3.3667

Std.
Deviation
Statistic
.81025
1.01124
.86095
.80183

Skewness
Statistic
.173
.060
.461
-.772

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

22.667b
21.333c
17.867b
54.667a

.000
.000
.000
.000

10.5.3 Entertainment Facilities

Entertainment is closely related to leisure is the availability of entertainment facilities in
tourism destination. Theatre or concerts, beach cricket or kite festival especially those
taking place in tourism spots add to the visitor appeal of a place and can become an
important factor in determining an overnight stay. To be sustainable they need to appeal
to local interests and remain accessible. Other forms of entertainment, such as shopping
and taking photos as significant and enjoyable activities on the tour. Purchasing
souvenirs and gifts for family and friends and showing photos are a key part of the posttour enjoyment shopping experiences can create value by providing enjoyment.
Undoubtedly, tourist hopes that they will have an enjoyable holiday. Indeed, enjoyment
influences the level of tourists dissatisfaction or satisfaction, especially through
memorable incidents both positive and negative. Positive memorable events recall the
tourist to visit the destination again. The findings of tourist satisfaction towards
Entertainment facilities of four tourist destination of Bangladesh are given below10.5.3.1 Availability of shopping facilities
The table discloses that tourists of coxs bazaar very satisfied and tourists of Kuakata are
only satisfied; tourists of Sundarban are dissatisfied and tourists of St.Martin are neither
satisfied nor dissatisfied on the issue of availability of shopping facilities. The mean
value of table established the above statement. The results of high standard deviations of
four spots indicate that the data are spread out over a large range of volume or data are
not close to the mean value. The skewness value of St.Martin , Sundarban Coxs Bazar
and Kuakata shows that data are left skewed distribution which mean most value are
concerned on the right of the mean, with extreme values to the left. Further Chi-square
value is significant at 5 percent level of significance. It shows that opinion of the
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Development of Tourism Industry In Bangladesh: Issues And Strategies

respondents is not equally distributed. But the calculated p value rejects the statement
that tourists are satisfied on the issues of availability of shopping facilities.
Table 10.16: Tourist satisfaction towards the availability of shopping facilities in respect with

entertainment facilities
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.7000
2.9333
2.1667
3.1333

Std.
Deviation
Statistic
.94421
.93640
.69298
.89190

Skewness
Statistic
-.355
-.377
-.234
-.270

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

12.000a
11.467a
10.000a
6.400a

.007
.009
.007
.041

10.5.3.2 Water based activities (e.g. swimming, surfing, boating, fishing

The tourist of Coxs bazaar and Kuakata are very satisfied concerning the issue of
water based activities (e.g. swimming, surfing, boating, fishing) while respondents of
St.Martin are neither satisfied nor dissatisfied .The tourist s of Sundarban are dissatisfied
regarding the issue. The mean value of the tables proves this statement. The result of
high standard deviations of the four spots indicates that the data are spread out over a
large range of volume or data are not close to the mean value. The result of skewness
value of Sundarban and Kuakata shows that data are left skewed distribution which
means most values are concerned on the right of the mean, with extreme values to the
left and result of skewnes value of Coxs Bazar and St. Martin are right skewed
distribution. The computed Chi-square value shows significant at 5 percent level of
significance. It shows that opinion of the respondents is not equally distributed. However
the calculated p value reject the statement that tourists are satisfied on the water based
activities (e.g. swimming, surfing, boating, fishing) variable.
Table 10.17: Tourist satisfaction towards the water based activities (e.g. swimming, surfing,
boating, fishing in respect with entertainment facilities
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.3667
2.8667
2.1667
3.4000

Std.
Deviation
Statistic
1.05713
.85304
.64221
.99490

Skewness
Statistic
.097
.263
-.162
-.461

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

2.400a
41.333b
17.200a
29.333b

.494
.000
.000
.000

10.5.3.3 Comfort and cleanliness of beaches or sea

Further it is observed from the table based on mean value that tourists of coxs bazaar,
St.Martin and Kuakata are very satisfied on the comfort and cleanliness of beaches or sea
issues where as tourists of Sundarban are neither satisfied nor dissatisfied on the issue.
The result of high standard deviations of the four spots indicates that the data are spread
out over a large range of volume or data are not close to the mean value. The result of
skewness of Coxs bazaar are-.362; St.Martin are -.174; Kuakata are -.362; and
Sundarban are .418respectevely. The Chi- square test is significant at 5 percent level of
significance. Hence the opinion is not equally distributed. But the findings of p value did
not support the statement that tourists are satisfied on the comfort and cleanliness of
beaches or sea issues.
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Table 10.18: Tourist satisfaction towards the comfort and cleanliness of beaches or sea in
respect with entertainment facilities
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.4333
3.3333
2.8000
3.4333

Std.
Deviation
Statistic
1.26714
1.05230
1.02180
1.26714

Skewness
Statistic
-.362
-.174
.418
-.362

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

12.667b
18.000b
24.667b
12.667b

.013
.001
.000
.013

10.5.3.4 Special events/festivals

It is evident from the above four table that majority of the respondent of Coxs bazaar
and kuakata are very satisfied except the tourists of Sundarban and St.Martin on the
variable special events/festivals. The findings of mean value accordingly 3.1667,
3.6667, 2.5333 and 2.8000 confirmed the statement. The findings of high standard
deviations of the four spots indicate that the data are spread out over a large range of
volume or data are not close to the mean value. The skewness of Coxs bazaar is -.335,
St.Martin is -.033, Kuakata is -.009 and Sundarban is .116 respectevely . The Chisquare test is significant at 5 percent level of significance. Thus the opinion is not
equally distributed. So it can be concluded that the respondents are divided in two
sections very satisfies and dissatisfied over the issue of Special events/festivals in the
study area.
Table 10.19: Tourist satisfaction towards the special events/festivals in respect with

entertainment facilities
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.1667
2.8000
2.5333
3.6667

Std.
Deviation
Statistic
.86684
.79830
.76947
.95077

Skewness
Statistic
-.335
-.033
.116
-.009

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

38.667b
21.600a
26.933c
9.333c

.000
.000
.000
.025

10..5.3.5 Availability of music club, theatre hall, Cinema hall.

The tourist of Kuakata are very satisfied regarding the issue of availability of music
club, theatre hall, Cinema hall while respondents of Coxs Bazar are neither satisfied nor
dissatisfied. The tourist of sundarban is very dissatisfied and tourists of St.Martin are
dissatisfied accordingly.The mean value of the tables proves this statement. The result of
high standard deviations of the four spots indicates that the data are spread out over a
large range of volume or data are not close to the mean value. The result of skewness
value of Sundarban and Kuakata shows that data are left skewed distribution which
means most values are concerned on the right of the mean, with extreme values to the
left and remaining to the right skewed distribution. The computed Chi-square value
shows significant at 5 percent level of significance which shows that the opinion is not
equally distributed. But the calculated p value disallow the statement that tourists are
satisfied on the issues of availability of music club, theatre hall, Cinema hall in the study
area.

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Table 10.20: Tourist satisfaction towards the availability of music club, theatre hall, Cinema
hall in respect with entertainment facilities
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
2.9000
2.3000
1.9667
3.7000

Std.
Deviation
Statistic
.95136
.69624
.55132
1.16880

Skewness
Statistic
.205
.137
-.021
-.306

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

39.333
37.600
36.400
29.333

.000
.000
.000
.000

10.5.4 Quality of Life

Among the basic components of a tourist product, quality of life is very important.
Quality of life means freedom of life at the destination of tourist such as traveled around
the destination, work alone after dark etc. Unless the absence of this freedom of tourist,
the tourist will not be motivated to go to a particular place. Quality of life is those
elements in a tourist product which determine the choice made by particular tourist to
visit one particular destination rather than another. The findings of tourist satisfaction
towards quality of life of tourist at four tourist destination of Bangladesh are given
below10.5.4.1 Traveled around the destination
It is evident from the above four table that majority of the respondent of Coxs bazaar,
St.Martin and kuakata are more or less satisfied except Sundarban on the traveled around
the destination variable. The mean value accordingly 3.4333, 3.1333, 3.2667 and 2.9333
confirmed the statement. The standard deviation and skewness of Coxs bazaar are
.76727 and -.933; St.Martin are .81233 and -.252; Kuakata are and .73338 and -.468 ;
and Sundarban are.97192 and .595 respectevely . The Chi- square test is significant at 5
percent level of significance. Thus the opinion is not equally distributed. So it can be
concluded that majority of the respondents have the same opinion over the issue traveled
around the destination in the study area.
Table 10.21: Tourist satisfaction towards the traveled around the destination in respect with

quality of life
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.4333
3.1333
2.9333
3.2667

Std.
Deviation
Statistic
.76727
.81233
.97192
.73338

Skewness
Statistic
-.933
-.252
.595
-.468

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

62.667
52.667a
38.667a
7.600a

.000
.000
.000
.022

10.5.4.2 Walked alone after dark

It is observed from the table based on mean value that tourists of coxs bazaar are
satisfied on the walked alone after dark issues where as tourists of St.Martin and kuakata
are neither satisfied nor dissatisfied but tourists of Sundarban are very dissatisfied on the
issue. The standard deviation and skewness of Coxs bazar are 1.11538 and -.052;
St.Martin are .81233 and 1.037; Kuakata are and .96316 and .492; and Sundarban
are.99774 and 1.128 respectevely .The Chi- square test is significant at 5 percent level of
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Development of Tourism Industry In Bangladesh: Issues And Strategies

significance. Hence the opinion is not equally distributed. But the findings of p value did
not support the statement that tourists are satisfied on the walked alone after dark issues.
Table 10.22: Tourist satisfaction towards the walked alone after dark in respect with quality

of life
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.1000
2.8667
1.7667
2.7667

Std.
Deviation
Statistic
1.11538
.81233
.99774
.96316

Skewness
Statistic
-.052
1.037
1.128
.492

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

14.000a
37.067b
30.133b
38.667b

.007
.000
.000
.000

10.5.4.3 Feeling of personal safety and security

A majority of the respondent of coxs bazaar is satisfied but the respondents of St.
Martin, and Kuakata are neither satisfied nor dissatisfied on the factor of feeling of
personal safety and security. The tourists of Sundarban are very dissatisfied on the issue.
The mean value confirmed the above statement. The findings of standard deviation of
Coxs Bazar, St. Martin ,kuakata and Sundarban indicate that the data re spread out over
a large range of volume or data are not close to the mean value. The skewness findings
St.Martin and Sundarban show that data are right skewed distribution which means most
values are concerned on the left to the mean, with extreme values to the right. Here the
Chi- square value is significant at 5 percent level of significance and indicates the
opinion is not equally distributed. The conclusion can be drawn that tourists are not
satisfied on the variable feeling of personal safety and security in the study area.
Table 10.23: Tourist satisfaction towards the feeling of personal safety and security in respect
with quality of life
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.1333
2.9000
1.8667
2.9000

Std.
Deviation
Statistic
1.09648
1.02014
1.06511
.87721

Skewness
Statistic
-.113
.801
.971
-.424

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

14.667a
44.667a
23.733b
72.000b

.005
.000
.000
.000

10.5.4.4 Feeling about night life

The table reveals that tourists of coxs bazaar ,St.Martin and kuakata are satisfied and
tourists of Sundarban are neither satisfied nor dissatisfied on the issue of feeling about
night life. The mean value of table 1,2,3,4 confirmed the above statement. The findings
of high standard deviations of the four spots indicate that the data are spread out over a
large range of volume or data are not close to the mean value. The skewness value
of,St.Martin and Sundarban show that data are right skewed distribution which means
most values are concerned on the left to the mean, with extreme values to the right and
the skewness value of Coxs Bazaar and Kuakata shows that data are left skewed
distribution. Further Chi-square value is significant at 5 percent level of significance. It
shows that opinion of the respondents is not equally distributed.

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Table 10.24: Tourist satisfaction towards the feeling about night life in respect with quality of

life
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.6000
3.0333
2.1000
3.5333

Std.
Deviation
Statistic
1.02841
.88234
1.33658
.62346

Skewness
Statistic
-.279
.240
1.133
-.998

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

27.333
47.333
36.000
25.600

000
.000
.000
.000

10.5.4.5 Availability of public toilet and cleanness

It is notable that majority of the respondent of Coxs Bazaar ans St.Martin are
dissatisfied regarding factor availability of public toilet and cleanness while respondents
of Kuakata are neither satisfied nor dissatisfied. The Tourists of Sundarban Are very
dissatisfied regarding the issue.The mean value of the tables are below the average score.
The result of high standard deviations of the four spots indicates that the data are spread
out over a large range of volume or data are not close to the mean value. The result of
skewness value of St.Martin, Sundarban and Kuakata shows that data are right skewed
distribution which means most values are concerned on the left to the mean, with
extreme values to the right and the skewness value of Coxs bazaar shows that data are
left skewed distribution.The calculated Chi-square value shows significant at 5 percent
level of significance. It is concluded that availability of public toilet and cleanness are
not satisfactory and needs more care.
Table 10.25: Tourist satisfaction towards the availability of public toilet and cleanness in
respect with quality of life
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
2.6333
2.5667
1.5333
3.1000

Std.
Deviation
Statistic
1.31441
.76727
.81233
.79618

Skewness
Statistic
.163
.933
1.066
.233

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

8.667a
62.667a
30.400c
83.333b

.070
.000
.000
.000

10.5.5 Tourism Services

Tourism service quality and customer satisfaction is a critical concept in the fields of
recreation and tourism. Tourism stakeholders should give paramount importance towards
the service quality related to the tourist satisfaction during the vacation because if
tourists are dissatisfied on the service quality that they perceived during the visit, then
they will not come again to the destination. The findings of tourist satisfaction towards
tourism services at four tourist destination of Bangladesh are given below-

10.5.5.1 Availability of tourism information center

The table discloses that tourists of coxs bazaar and tourists of St.Martin are neither
satisfied nor dissatisfied; tourists of Sundarban are dissatisfied and tourists of Kuakata
are satisfied on the issue of availability of tourism information center. The mean value of
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table established the above statement. The results of high standard deviations of four
spots indicate that the data are spread out over a large range of volume or data are not
close to the mean value. The skewness value of St.Martin , Sundarban and Kuakata
shows that data are right skewed distribution which mean most value are concerned on
the left of the mean, with extreme values to the right. Further Chi-square value is
significant at 5 percent level of significance. It shows that opinion of the respondents is
not equally distributed. But the calculated p value rejects the statement that tourists are
satisfied on the issues of availability of tourism information center.
Table 10.26: Tourist satisfaction towards the availability of tourism information center in
respect with tourism services
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
2.9000
2.7667
2.2333
3.3667

Std.
Deviation
Statistic
1.02014
.85105
.85105
1.38963

Skewness
Statistic
-.388
.133
.208
.011

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

8.800a
18.400a
17.333a
24.667a

.032
.000
.001
.000

10.5.5.2 Availability of tourism signals

The tourist of Coxs bazaar and Kuakata are very satisfied concerning the issue of
availability of tourism signals while respondents of St.Martin are neither satisfied nor
dissatisfied .The tourist s of Sundarban are dissatisfied regarding the issue. The mean
value of the tables proves this statement. The result of high standard deviations of the
four spots indicates that the data are spread out over a large range of volume or data are
not close to the mean value. The result of skewness value of Coxs Bazaar and Kuakata
shows that data are left skewed distribution which means most values are concerned on
the right of the mean, with extreme values to the left and result of skewnes value of
Sundarban and St. Martin are right skewed distribution. The computed Chi-square value
shows significant at 5 percent level of significance. It shows that opinion of the
respondents is not equally distributed. However the calculated p value rejects the
statement that tourists are satisfied on the availability of tourism signals variable.
Table 10.27: Tourist satisfaction towards the availability of tourism signals in respect with

tourism services
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.1667
2.8667
2.0000
3.2333

Std.
Deviation
Statistic
.78474
.76947
1.10469
1.18417

Skewness
Statistic
-.306
.235
.468
-.345

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

61.333b
68.000b
26.400a
38.000a

.000
.000
.000
.000

10.5.5.3 Availability of daily tour services

Further it is observed from the table based on mean value that tourists of coxs bazaar,
St.Martin and Kuakata are very satisfied on the availability of daily tour services issues
where as tourists of Sundarban are dissatisfied on the issue. The result of high standard
deviations of the four spots indicates that the data are spread out over a large range of
volume or data are not close to the mean value. The result of skewness of Coxs bazaar
are -.492; St.Martin are -.095; Kuakata are -.735; and Sundarban are -.808
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respectevely. The Chi- square test is significant at 5 percent level of significance. Hence
the opinion is not equally distributed. But the findings of p value did not support the
statement that tourists are satisfied on the availability of daily tour services issues.
Table 10.28: Tourist satisfaction towards the availability of daily tour services in respect with
tourism services
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.2333
3.1333
2.5333
3.3667

Std.
Deviation
Statistic
.96316
.62346
.76947
.75838

Skewness
Statistic
-.492
-.095
-.808
-.735

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

38.667
20.800
44.000
12.400

.000
.000
.000
.002

10.5.5 .4 Availability of health services and facilities

It is evident from the above four table that majority of the respondent of Coxs bazaar
and kuakata are satisfied except the tourists of Sundarban and St.Martin on the variable
availability of health services and facilities. The findings of mean value accordingly
3.2000, 3.1667, 1.8000 and 2.8667 confirmed the statement. The findings of high
standard deviations of the four spots indicate that the data are spread out over a large
range of volume or data are not close to the mean value. The skewness of Coxs bazaar is
-.418, St.Martin is .510, Kuakata is -.849 and Sundarban is .398respectevely . The Chisquare test is significant at 5 percent level of significance. Thus the opinion is not
equally distributed. So it can be concluded that the respondents are divided in two
sections satisfied and dissatisfied over the issue of availability of health services and
facilities in the study area.
Table 10.29: Tourist satisfaction towards the availability of health services and facilities in
respect with tourism services
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.2000
2.8667
1.8000
3.1667

Std.
Deviation
Statistic
1.02180
.96492
.83969
.94181

Skewness
Statistic
-.418
.510
.398
-.849

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

24.667b
30.667b
4.800b
21.600c

.000
.000
.091
.000

10.5.5.5 Cooperation of tourist police

The tourist of Coxs Bazaar are satisfied regarding the issue of co-operation of tourist
police while respondents of St. Martin are neither satisfied nor dissatisfied. The tourist
of sundarban is very dissatisfied and tourists of Kuakata are dissatisfied accordingly.
The mean value of the tables proves this statement. The result of high standard
deviations of the four spots indicates that the data are spread out over a large range of
volume or data are not close to the mean value. The result of skewness value of
Sundarban , St.Martin and Coxs Bazaar shows that data are right skewed distribution
which means most values are concerned on the left of the mean, with extreme values to
the right remaining to the right skewed distribution.The computed Chi-square value
shows significant at 5 percent level of significance which shows that the opinion is not
equally distributed. But the calculated p value disallows the statement that tourists are
satisfied on the issues of co-operation of tourist police in the study area.

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Table 10.30: Tourist satisfaction towards the cooperation of tourist police in respect with

tourism services
Name
of
tourist spots
Coxs Bazaar
St.Martin
Sundarban
Kuakata

N
Statistic
60
60
60
60

Mean
Statistic
3.1333
2.6667
2.0000
2.8667

Std.
Deviation
Statistic
1.09648
.75165
1.19320
1.06511

Skewness
Statistic
.046
.642
.619
-.422

Std. Error
.309
.309
.309
.309

ChiSquare

Asymp.
Sig.
(p value)

18.667b
66.667b
26.933a
6.667c

.001
.000
.000
.083

10.6 Result of Hypotheses Testing

Based on the purpose of this study, one hypothesis was proposed. The hypothesis is
reiterated below and then the results of statistical analysis for testing them are reported.
Hypothesis 3 which states that It is presumed that tourists are satisfied with the tourism
products and services available in four icon tourist spots of Bangladesh namely Coxs
bazaar, St.Martin, Sundarban and Kuakata. Hypothesis was tested by using Chi square
test. Since the findings of products and services of above four spots chi square
significance value or p value is less than .05, then the hypothesis is be rejected or not be
supported.
10.7 Conclusion
Tourist satisfaction plays a crucial role in planning marketable tourism products and
services as it influences the tourists choice of destination, the consumption of products
and services and the decision to return. The goal of every destination is to create a good
product and to offer value for money in order to have satisfied tourists who communicate
their positive experience to others and may also return to the destination. Tourists
satisfaction with respect to the destination attributes is considered a very important tool
for increasing tourism destinations competitiveness. For this reason this study has
significant implications for tourism stakeholders. Tourism stakeholders can use these
findings to get a clear guidance for the improvement of tourist offer, by identifying the
main area of intervention according to the tourists satisfaction or dissatisfaction.

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Chapter-11 Focusing on image issues of tourism products and services for

developing tourism industry of Bangladesh

11.1 Introduction
A destination image is `the expression of all objective knowledge, impressions,
prejudice, imaginations, and emotional thoughts an individual or group might have of a
particular place' 213 . Destination images impudence a tourist's travel decision-making,
cognition and behavior at a destination as well as satisfaction levels and recollection of
the experience. In the process of image construction, a tourist has a wish list of
expectations before consuming tourism products and services in the destination. During
holidays, tourists consume tourism products and services in the destination. Tourists
overall impression develops their experience of a destination after their visitation.
Therefore, the image plays an important role in determining the travelers choice of a
destination. A major objective of any destination positioning strategy will be to reinforce
positive images already held by the target audience, correct negative images, or create a
new image. If the expectations are fulfilled more than what had been expected, then it
could be said that tourist has enjoyed positive experiences otherwise if the expectation is
not fulfilled then the tourist must have had negative experiences. Thus, the challenge for
tourism marketer is how to change negative into positive experience, by identifying
certain attributes of a destination, or if the positive experience has been built then work
on to reinforce those positive experiences so that the destination becomes favorable over
other areas the traveler might consider in his/her destination selection . This study takes
an initiative to explore the image of tourism products and services of four tourist spots of
Bangladesh by analyzing importance experience matrix.
11.2. Respondents
The purpose of this study is to analyze the image of tourist products and services of the
four tourist spots of Bangladesh. For this reason all tourists of Coxs Bazaar, St.Martin,
Sundarban and Kuakata during their visit at the destination are the total population of the
study. Among all tourists of these four places 60 tourists of each place are considered as
the sample size of the study. The data for this study was gathered through close ended
survey questionnaire. The detailed research methodology of this study has been given in
the chapter 3 of this dissertation.

213

Lawson, F., and Baud-Bovy, M. (1977), Tourism and Recreational Development. London: Architectural Press.

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11.3. Restatement of Objective and Hypothesis
It is importing to rewording the objective and hypothesis of the research. Because
rewording the objective and hypothesis of the study provides clear direction for analysis
of the findings. The objective and hypothesis of the study are given below To explore the image of tourism products and services of Bangladesh for
development of this industry and stipulate needed strategies.
On the bases of the objectives of the study the intended hypothesis is as follows:
Ho (4) : It is assumed that there is no significant difference between importance
and experience of tourist products and services available in four icon tourist spots
of Bangladesh namely Coxs bazaar, St.Martin, Sundarban and Kuakata with
respect to image.
11.4 Demographic characteristics of the respondent
The demographic characteristic of the respondent are same as the chapter 10. Because
each respondent was given two sets of questionnaire at the time of survey and requested
them to give tick marks regarding satisfaction and images of tourism products and
services.
11.5. Findings of image of tourism products and service of Bangladesh: The case of
Coxs Bazar, St.Martin, Sundarban and Kuakata
This part presents the analysis of the collected data and data was collected from tourists
during their visit at Coxs bazaar, St. Martin, Sundarban and Kuakata. The collected data
was analyzed by using the following tools:
Importance performance analysis
Paired T-Test
11.5. 1 Importance -Experience Matrix
A five point Likert scale was employed to indicate how important various tourism
products and service of at Coxs bazaar, St. Martin, Sundarban and Kuakata to attract
tourist to visit these places and what their experience with these attributes. Image was
measured using the same set of attributes as importance so that the importance and
experience/ performance of the destination attributes can be directly compared for each
attraction via the IEM plot. The importance ratings were measured through a 5 point
Likert scale (5= very important to 1= completely unimportant). The experience/
performance ratings were measured through a 5 point Likert scale (5= very Satisfied to
1= very dissatisfied).
The mean values of importance and experience/ performance scores are used as the
crossing point in constructing the IEM grid. The horizontal axis in the IEM grid indicates
the tourists experience/performance with the destination attributes.
The vertical axis indicates the importance for the same destination attributes. The grand
means for importance and performance rating were 4.23 and 3.15 of Coxs bazaar; 4.13
and 2.95 of St. Martin; 4.21 and 2.58 of Sundarban and; 4.53 and 4.00 of Kuakata
respectively. This determines the placement of axes on the grid. Each destination
attribute is placed in the quadrant based on the mean scores for importance and
experience /performance. The graphical representation of the data shows that each factor
falls into one of the four quadrants or cells: Keep up the good work, Concentrate here,
low priority and possible overkill. A separate grid was created for each type of
destination.
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11.5.1.1 Coxs bazaar: The opinion of the tourists of Coxs Bazaar on importance and
experience to measure the images of tourists products and services is noted in the table
1. The average scores of importance and experience are used as reference in the grid.
Then data is placed based on the mean scores in importance experience matrix. The
result of the matrix can be understood in terms of quadrants as summarized in the figure1.

Factor

The destination can be easily reached

Overall cleanliness of the destination
Unspoiled nature
Climate conditions
Diversity of tourist attractions
Personal safety and security
Accommodation safety and security
Condition of various Roads and
Highway and transport
Cooperation of Tourist police
Availability of Hygiene food and
beverage
The quality of the accommodation
The rent of accommodation
The prices of additional offer at this
tourist destination
Staying at this tourist destination is
worth every taka paid
Overall, staying in this tourist
destination has been very valuable to
me
Availability tourist information center
Local transportation services
Availability of tourism signals
Staff at this tourist destination is
friendly towards the guests
Availability of public toilet
Night life and entertainment
Availability of water sport facilities
and recreational activities
Special ffer of cultural and other
events
Availability of music club, theatre
hall, Cinema hall
Possibilities for shopping

Entertainment
Facilities

Tourism
services

Value of Money

Safety
Security

and

Tourism products and services

Accessibility

Table 11.1: Importance- Experience/Performance Matrix means of tourist products and

services of Coxs Bazaar
Importance

Performance

Mean

Std.
Deviation

Mean

Std.
Deviation

4.5333
4.3667
4.0667
4.3333
4.1333
4.8000
4.7000
6.2667

.62346
.71228
.68561
.65527
.76947
.48011
.46212
8.95538

3.2167
3.1500
3.1500
3.4500
3.2833
3.1000
3.1833
3.0667

1.02662
.91735
.77733
.69927
.90370
1.00338
.92958
.79972

4.2000
4.1667

.60506
.82681

3.2167
3.1833

.76117
1.03321

4.4333
4.2333
4.1667

.62073
.62073
.78474

3.2667
3.0000
3.0833

1.00620
.93881
.82937

3.8667

.72408

3.3667

.71228

4.0667

.77824

3.3167

.72467

4.2000
4.4000
4.2333
3.9000

.70830
.66892
.72174
.87721

2.9833
3.1000
2.9500
3.4167

.85354
1.00338
.62232
.76561

4.1667
3.8667
3.5333

.82681
1.03280
1.03280

2.9333
3.0000
2.9500

.93640
.95669
.87188

3.6667

.79547

3.0000

.66384

3.5000

1.06564

3.1333

.89190

4.1000

.75240

3.3500

.84020

Mean
Difference

1.3166
1.2167
0.9167
0.8833
0.85
1.7
1.5167
3.2
0.9833
0.9834
1.1666
1.2333
1.0834
0.5
0.75
1.2167
1.3
1.2833
0.4833
1.2334
0.8667
0.5833
0.6667
0.3667

4.23

0.75

3.15

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Figure11.1: Importance experience Matrix for of tourist products and services of

Coxs Bazaar
Quadrant -2: Missed Opportunity
High Importance But Poor experience
Personal safety and security
Accommodation safety and security
Condition of various Roads and Highway and transport
Cooperation of Tourist police
The quality of the accommodation
The rent of accommodation
Availability tourist information center
Local transportation services
Availability of tourism signals
Staff at this tourist destination is friendly towards the
guess
Availability of public toilet
Night life and entertainment
Availability of water sport facilities and recreational
activities
Special ffer of cultural and other events

Quadrant -1: Keep Up the Good work

High Importance and Good Experience
The destination can be easily reached
Overall cleanliness of the destination
Climate conditions
Diversity of tourist attractions

Quadrant -3: Low Priority

Low Importance and Poor experience

Quadrant -4: Possible overkill

Low Importance But Good experience

Unspoiled nature
The quality of the accommodation
The prices of additional offer at this tourist destination
Availability of music club, theatre hall, Cinema hall
Possibilities for shopping

Staying at this tourist destination is worth every taka

paid
Overall, staying in this tourist destination has been
very valuable to me

As shown in the importance experience analysis matrix (Figure-11.1), Quadrant 1

falls -the destination can be easily reached, overall cleanliness of the destination, climate
conditions and diversity of tourist attractions which represents high importance and good
experience. These are Coxs Bazaar destination attributes which could be considered as
the strength of the destination appeal for travelers visiting Coxs Bazaar. This Quadrant
represents the Keep up the good work. These are the areas that destination marketers
should focus on.
In the Quadrant 2 which represents high importance but poor experience are personal
safety and security, accommodation safety and security , condition of various Roads and
Highway and transport, cooperation of Tourist police ,the quality of the accommodation
,the rent of accommodation , availability tourist information center, local transportation
services, availability of tourism signals, staff at this tourist destination is friendly towards
the guess, availability of public toilet, night life and entertainment, availability of water
sport facilities ,and special offer of cultural and other events. The major of the tourism
products and service attributes fall in this quadrant which very alarming for destination
image. These destination attraction elements are important to tourists but are not getting
their due respect as Coxs Bazaar attraction elements. These attributes are missing in
Coxs Bazaar and itis an area that calls for immediate attention of the Coxs Bazaar
tourism stakeholders to build up good destination image.

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Quadrant 3 which depicts low importance and poor experience are unspoiled nature, the
quality of the accommodation, prices of additional offer at this tourist destination,
availability of music club, theatre hall, cinema hall and possibilities for shopping. This is
the Low Priority Quadrant. These destination attraction attributes having low importance
rating and a low performance rating suggest that investing resources to these areas may
offer only little advantage.
Quadrant 4 represents Low Importance but good experience. This Quadrant represents
the Possible Overkill. It is interesting to note that there are only two destination attributes
that fall in this quadrant which suggest that service providers should continue to maintain
the level of effort.
So from the above analysis it can be concluded that the destination image of Coxs
Bazaar are not in the right direction. For this reason tourism stakeholders should take
immediate action to build the positive destination image of Coxs Bazaar.

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11.5.1.2 St.Martin
The opinion of the tourists of St.Martin on importance and experience to measure the
images of tourists products and services is noted in the table 2. The average scores of
importance and experience are used as reference in the grid. Then data is placed based on
the mean scores in importance experience matrix. The result of the matrix can be
understood in terms of quadrants as summarized in the figure-11.2.

Entertainment
Facilities

Tourism services

Value of Money

Safety and Security

Accessibility

Factor

Table 11.2: Importance- Experience/Performance Matrix means of St.Martin

Tourism products and services

Importance
Performance
Mean
Difference
Mean
Std.
Mean
Std.
Deviation
Deviation

The destination can be easily

reached
Overall cleanliness of the
destination
Unspoiled nature
Climate conditions
Diversity of tourist attractions
Personal safety and security
Accommodation
safety
and
security
Condition of various Roads and
Highway and transport
Cooperation of Tourist police
Availability of Hygiene food and
beverage
The
quality
of
the
accommodation
The rent of accommodation
The prices of additional offer at
this tourist destination
Staying at this tourist destination
is worth every taka paid
Overall, staying in this tourist
destination has been very
valuable to me
Availability tourist information
center
Local transportation services
Availability of tourism signals
Staff at this tourist destination is
friendly towards the guests
Availability of public toilet
Night life and entertainment
Availability of water
sport
facilities
and
recreational
activities
Special ffer of cultural and other
events
Availability of music club, theatre
hall, Cinema hall
Possibilities for shopping

4.4333

.72174

3.0667

.89947

4.5000

.56748

3.1333

.76947

4.0333
4.1667
4.3333
4.3333
4.3667

.80183
.74029
.79547
.83700
.84305

2.9000
3.4667
3.6667
3.1667
3.1333

.75240
.92913
.83700
.86684
.89190

4.4667

.85304

2.8667

.89190

4.2000
4.1000

.83969
.98635

2.7667
2.7333

.88999
1.07146

4.4667

.85304

3.1667

.90510

4.2000
4.1667

.87914
.86684

3.0333
2.8667

.91996
.96492

3.6333

1.11942

3.2000

.83969

3.8667

1.06511

3.2333

.88999

4.2000

.91688

2.6000

.88681

4.3000
4.0667
4.0000

.78762
.86095
.93881

2.6333
2.6333
3.0333

.71228
.91996
.75838

4.1667
3.9667
4.0333

.78474
.95610
.75838

2.5667
3.0333
2.9000

.88999
.99092
.75240

3.9333

.86095

2.5667

.72174

3.5333

1.09648

2.6000

.99490

3.7667

.96316

2.7667

1.09493

1.3666
1.3667
1.1333
0.7
0.6666
1.1666
1.2334
1.6
1.4333
1.3667
1.3
1.1667
1.3
0.4333
0.6334
1.6
1.6667
1.4334
0.9667
1.6
0.9334
1.1333
1.3666

4.13

0.9333
1

2.95
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Development of Tourism Industry In Bangladesh: Issues And Strategies

Figure11.2: Importance experience analysis Matrix for of tourist products and services
of St.Martin
Quadrant -2: Missed Opportunity
High Importance But Poor experience

Quadrant -1: Keep Up the Good work

High Importance and Good Experience

The destination can be easily reached

Overall cleanliness of the destination
Unspoiled nature
Condition of various Roads and Highway and
transport
Cooperation of Tourist police
The rent of accommodation
Availability tourist information center

Climate conditions
The quality of the accommodation
Personal safety and security
Accommodation safety and security
Diversity of tourist attractions

Quadrant -3: Low Priority

Low Importance and Poor experience

Quadrant -4: Possible overkill

Low Importance But Good experience

Availability of Hygiene food and beverage

The prices of additional offer at this tourist
destination
Possibilities for shopping
Staff at this tourist destination is friendly towards
the guests
Availability of public toilet
Night life and entertainment
Availability of water
sport facilities and
recreational activities
Special offer of cultural and other events
Availability of music club, theatre hall, Cinema hall
Availability of tourism signals

Staying at this tourist destination is worth

every taka paid
Overall, staying in this tourist destination has
been very valuable to me

From the figure- 11.2 it has been seen that Quadrant 1 falls - climate conditions, the
quality of the accommodation, personal safety and security, accommodation safety and
security and diversity of tourist attractions which represents high importance and good
experience. These are St.Martins destination attributes which could be considered as the
strength of the destination appeal for travelers visiting Coxs Bazaar. This Quadrant
represents the Keep up the good work. These are the areas that destination marketers
should focus on and should increases the resources directed towards these areas.
In the Quadrant 2 which represents high importance but poor experience such as the
destination can be easily reached, overall cleanliness of the destination, unspoiled nature,
condition of various Roads and Highway and transport, cooperation of tourist police, the
rent of accommodation and availability tourist information center. Since the major of the
tourism products and service attributes fall in this quadrant which very alarming for
positive destination image of St. Martin. These destination attraction elements are
important to tourists but are not getting their due respect. Here tourism stakeholders
should give particular attention for improvement. These attributes are missing in St.
Martin and it is an area that calls for immediate attention of the St. Martin tourism
stakeholders to build up good destination image.
Quadrant 3 which depicts low importance and poor experience such as availability of
Hygiene food and beverage, the prices of additional offer at this tourist destination
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,possibilities for shopping etc. This is the low priority Quadrant. This destination
attraction attributes having low importance rating and a low performance. These rating
suggest that investing resources to these areas may offer only little advantage.

Quadrant 4 represents low Importance but good experience. This Quadrant

represents the possible overkill. It is exciting to note that there are only two
destination attributes that fall in this quadrant which suggest that service providers
should continue to maintain the level of effort
So from the above analysis it can be concluded that the destination image of St.
Martin are not in the right direction. For this reason tourism policy makers should
devote more efforts to build the positive destination image of St. Martin.

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11.5.1.3 Sundarban
The opinion of the tourists of Sundarban on importance and experience to measure the
images of tourists products and services is noted in the table 3. The average scores of
importance and experience are used as reference in the grid. Then data is placed based on
the mean scores in importance experience matrix. The result of the matrix can be
understood in terms of quadrants as summarized in the figure-11.3.

Entertainment
Facilities

Tourism services

Value of Money

Safety
Security

and

Accessibility

Factor

Table 11.3: Importance- Experience Matrix means of Sundarban

Tourism products and services
Importance
Performance
Mean Std.
Mean
Std.
Deviation
Deviation
The destination can be easily reached
Overall cleanliness of the destination
Unspoiled nature
Climate conditions
Diversity of tourist attractions
Personal safety and security
Accommodation safety and security
Condition of various Roads and
Highway and transport
Cooperation of Tourist police
Availability of Hygiene food and
beverage
The quality of the accommodation
The rent of accommodation
The prices of additional offer at this
tourist destination
Staying at this tourist destination is
worth every taka paid
Overall, staying in this tourist
destination has been very valuable to
me
Availability tourist
information
center
Local transportation services
Availability of tourism signals
Staff at this tourist destination is
friendly towards the guests
Availability of public toilet
Night life and entertainment
Availability of water sport facilities
and recreational activities
Special ffer of cultural and other
events
Availability of music club, theatre
hall, Cinema hall
Possibilities for shopping

4.8667
4.6000
4.7167
4.5333
3.9667
4.9000
4.8667
4.7000

.34280
.71781
.45442
.72408
.80183
.39915
.56648
.78762

2.7000
2.5667
3.2667
3.7000
2.9000
2.5667
2.3667
2.3333

1.40580
1.31956
1.21943
.94421
.87721
1.34501
1.26178
1.14487

4.6000
4.8333

.71781
.64221

2.2667
2.2000

1.27381
1.11690

4.4000
4.1000
4.1500

.84773
.65613
.73242

2.4000
2.5000
2.6333

.88681
.81303
.75838

4.0167

.70089

2.8000

.70830

4.4000

.66892

3.3333

.79547

3.8667

.76947

2.9333

.89947

4.2667
4.2333
4.1000

.97192
1.03115
.98635

2.4667
2.2667
3.1667

1.26848
1.16250
.97714

4.5000
3.2833
3.2333

1.00000
1.00998
.67313

1.8333
2.2667
2.4000

1.01124
.89947
.92425

3.2833

.58488

2.3000

.86944

3.0667

.82064

2.2000

.70830

3.7833

.94046

2.2333

.85105

Mean
Difference
2.1667
2.0333
1.45
0.8333
1.0667
2.3333
2.5
2.3667
2.3333
2.6333
2
1.6
1.5167
1.2167
1.0667
0.9334
1.8
1.9666
0.9333
2.6667
1.0166
0.8333
0.9833

4.21

0.8667
1.55

2.58

From the figure -11.3 it has been seen that Quadrant 1 falls - unspoiled nature, climate
conditions, overall staying in this tourist destination has been very valuable to me which
represents high importance and good experience. These are Sundarbans destination
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Development of Tourism Industry In Bangladesh: Issues And Strategies

attributes which could be considered as the strength of the destination appeal for
travelers visiting Coxs Bazaar. This Quadrant represents the Keep up the good work.
These are the areas that destination marketers should focus on and should increases the
resources directed towards these areas.
Figure-11.3 Importance experience
Sundarban

Matrix for of tourist products and services of

Quadrant -2: Missed Opportunity

High Importance But Poor experience

Quadrant -1: Keep Up the Good work

High Importance and Good Experience

The destination can be easily reached

The rent of accommodation
Personal safety and security
Accommodation safety and security
Condition of various Roads and Highway and
transport
Cooperation of Tourist police
Availability of Hygiene food and beverage
The quality of the accommodation
Overall cleanliness of the destination\
Local transportation services
Availability of tourism signals
Availability of public toilet

Unspoiled nature
Climate conditions
Overall, staying in this tourist destination has
been very valuable to me

Quadrant -3: Low Priority

Low Importance and Poor experience

Quadrant -4: Possible overkill

Low Importance But Good experience

Night life and entertainment

Availability of water
sport facilities and
recreational activities
Special ffer of cultural and other events
Availability of music club, theatre hall, Cinema hall
Possibilities for shopping

Diversity of tourist attractions

The prices of additional offer at this tourist
destination
Staying at this tourist destination is worth every
taka paid
Availability tourist information center
Staff at this tourist destination is friendly towards
the guests

In the Quadrant 2 which represents high importance but poor experience. From the
figure-3 it has been seen that the major of the tourism products and service attributes fall
in this quadrant which very alarming for positive destination image of Sundarban. These
destination attraction elements are important to tourists but are not getting their due
respect. Here tourism stakeholders should give particular attention for improvement.
These attributes are missing in Sundarban and it is an area that calls for immediate
attention of the Sundarban tourism stakeholders to build up good destination image.
Quadrant 3 which depicts low importance and poor experience are night life and
entertainment, availability of water sport facilities and recreational activities, special
offer of cultural and other events , availability of music club, theatre hall, Cinema hall
and possibilities for shopping. This is the low priority Quadrant. These destination
attraction attributes having low importance rating and a low performance rating suggest
that investing resources to these areas may offer only little advantage.
Quadrant 4 represents low Importance but good experience. This Quadrant represents the
possible overkill. The tourism attribute in this quadrant are diversity of tourist
attractions, the prices of additional offer at this tourist destination, staying at this tourist
destination is worth every taka paid, availability tourist information center and staff at
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Development of Tourism Industry In Bangladesh: Issues And Strategies

this tourist destination is friendly towards the guests. This quadrant suggests that service
providers should continue to maintain the level of effort but not mandatory.
So from the above analysis it can be concluded that the destination image of Sundarban
are not in the right direction. For this reason tourism policy makers should devote more
efforts to build the positive destination image of Sundarban.
11.5.1.4 Kuakata
The opinion of the tourists of Kuakata on importance and experience to measure the
images of tourists products and services is noted in the table 4. The average scores of
importance and experience are used as reference in the grid. Then data is placed based on
the mean scores in importance experience matrix. The result of the matrix can be
understood in terms of quadrants as summarized in the figure-4.

Entertainmen
t Facilities

Tourism services

Value of Money

Safety and Security

Accessibility

Table 11.4: Importance- Experience/Performance analysis means of Kuakata

Factor Tourism products and services Importance
Performance
Mean Std.
Mean
Std.
Deviation
Deviation
The destination can be easily
reached
Overall cleanliness of the
destination
Unspoiled nature
Climate conditions
Diversity of tourist attractions
Personal safety and security
Accommodation
safety
and
security
Condition of various Roads and
Highway and transport
Cooperation of Tourist police
Availability of Hygiene food and
beverage
The
quality
of
the
accommodation
The rent of accommodation
The prices of additional offer at
this tourist destination
Staying at this tourist destination
is worth every taka paid
Overall, staying in this tourist
destination has been very
valuable to me
Availability tourist information
center
Local transportation services
Availability of tourism signals
Staff at this tourist destination is
friendly towards the guests
Availability of public toilet
Night life and entertainment
Availability of water
sport
facilities
and
recreational
activities
Special ffer of cultural and other
events

4.8667

.43048

2.9167

.90744

4.7000

.46212

2.9667

.88234

4.1667
4.5333
4.4333
4.9667
4.8000

.69298
.62346
.76727
.18102
.40338

2.9833
3.5333
3.2000
2.8667
2.9000

.59636
.53573
.85964
.85304
.83767

4.6667

.54202

2.9667

.60971

4.5333
4.6667

.72408
.54202

3.5667
3.2000

.49972
.79830

4.5333

.62346

2.8833

.88474

4.1333
4.6000

.85304
.71781

2.9000
2.9500

.87721
.64899

4.1667

.82681

3.6000

.49403

4.4333

.72174

3.2167

.73857

4.1333

.72408

2.8500

.86013

4.6000
4.1667
4.4333

.71781
.82681
.72174

2.8833
2.9500
3.5500

.84556
.62232
.53441

4.6000
4.7000
4.8000

.71781
.69624
.40338

3.1833
2.8667
2.8667

.81286
.85304
.85304

4.5000

.72486

2.9667

.60971

Mean
Difference
1.95
1.7333
1.1834
1
1.2333
2.1
1.9
1.7
0.9666
1.4667
1.65
1.2333
1.65
0.5667
1.2166
1.2833
1.7167
1.2167
0.8833
1.4167
1.8333
1.9333
1.5333

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Availability of music club, theatre
hall, Cinema hall
Possibilities for shopping

4.4000

.71781

3.5000

.67648

4.7000

.59089

3.2000

.79830

4.53

0.9
1.5

3.00

From the figure -11.4 it has been seen that Quadrant 1 falls - availability of hygiene food
and beverage, cooperation of Tourist police, availability of public toilet and possibilities
for shopping which represents high importance and good experience. These are
Kuakatas destination attributes which could be considered as the strength of the
destination appeal for travelers visiting Kuakata. This Quadrant represents the Keep up
the good work. These are the areas that destination marketers should focus on and should
increases the resources directed towards these areas.
Figure 11.4: Importance experience Matrix for of tourist products and services of
Kuakata
Quadrant -2: Missed Opportunity
High Importance But Poor experience
The destination can be easily reached
Overall cleanliness of the destination\
Personal safety and security
The prices of additional offer at this tourist
destination
Condition of various Roads and Highway and
transport
The quality of the accommodation
Accommodation safety and security
Special ffer of cultural and other events
Night life and entertainment
Availability of water sport facilities and recreational
activities
Local transportation services

Quadrant -1: Keep Up the Good work

High Importance and Good Experience

Quadrant -3: Low Priority

Low Importance and Poor experience

Quadrant -4: Possible overkill

Low Importance But Good experience

Unspoiled nature
The rent of accommodation
Availability tourist information center
Availability of tourism signals

Diversity of tourist attractions

Climate conditions
Staying at this tourist destination is worth every
taka paid
Overall, staying in this tourist destination has
been very valuable to me
Availability of music club, theatre hall, Cinema
hall
Staff at this tourist destination is friendly
towards the guests

Availability of Hygiene food and beverage

Cooperation of Tourist police
Availability of public toilet
Possibilities for shopping

In the Quadrant 2 which represents high importance but poor experience such as the
destination can be easily reached , overall cleanliness of the destination, personal safety
and security and so on. Since the major of the tourism products and service attributes fall
in this quadrant which very alarming for positive destination image of Kuakata. These
destination attraction elements are important to tourists but are not getting their due
respect. Here tourism stakeholders should give particular attention for improvement.
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Development of Tourism Industry In Bangladesh: Issues And Strategies

These attributes are missing in Kuakata and it is an area that calls for immediate attention
of the Kuakata tourism stakeholders to build up good destination image.
Quadrant 3 which depicts low importance and poor experience are unspoiled nature, the rent of
accommodation, availability tourist information center, and availability of tourism signals. This
is the low priority Quadrant. These destination attraction attributes having low importance rating
and a low performance rating suggest that investing resources to these areas may offer only little
advantage.

Quadrant 4 represents low Importance but good experience. This Quadrant

represents the possible overkill. It is interesting to note that second highest
destination attributes fall in this quadrant which suggest that service providers
should continue to maintain the level of effort.
So from the above analysis it can be concluded that the destination image of
Kuakata are not in the right direction. Because the importance experience gap told
us that story. For this reason tourism policy makers should devote more efforts to
build the positive destination image of Kuakata.
11.5.2 Paired T-Test Analysis
Study identified five important concerns regarding image of tourism products and
services from tourist visiting the four tourist spots of Bangladesh. These are accessibility,
safety and security, value of money, tourism services and entertainment facilities. The
above table-1234 shows the destination image of tourism products and services of Coxs
Bazzar, St.Martin, Kuakat and Sundarban by showing mean difference. It is important to
understand whether the gaps shown above are statistically significant or just because of a
sampling error. Researcher administered a paired sample t- test for the sample means for
each of the 5 factor for 95% confidence level (see table-1234). This table represents the
results of the paired sample t test. The degree of freedom is 59. The 2 tailed significance
values are 0.000. Since significance (0.000) is lesser than .05 then conclusion can be
drawn that Ho (4) : It is assumed that there is no significant difference between
importance and experience of tourist products and services available in four icon tourist
spots of Bangladesh namely Coxs bazaar, St.Martin, Sundarban and Kuakata with
respect to image is rejected because survey result found that there is a significant
difference between importance and experience of tourist products and services with
respect to image.
Table- Results on Paired t-test between Tourists importance and experience with
tourism products and services of Coxs Bazaar regarding destination image
Tourism products and
services

Importance
Mean

Experience
Mean

Mean
Difference

t-Value

df

Sig.(2tailed)

Accessibility
Safety and Security
Value of Money
Tourism Services
Entertainment Facilities

21.4333
24.1333
20.7667
20.9000
18.6667

16.2500
15.7500
16.0000
15.3833
15.4333

5.1833
8.3833
4.7667
5.5167
3.2334

11.407
6.944
9.237
10.816
6.027

59
59
59
59
59

.000
.000
.000
.000
.000

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Table-Results on Paired t-test between Tourists importance and experience with
tourism products and services of St. Martin regarding destination image

Tourism products and Importanc

e
services

Experienc
e Mean

Mean
Differen
ce

tValue

df

Sig.(2tailed)

21.4667

16.2333

9.892

59

.000

21.4667

14.6667

12.279

59

.000

20.3333

15.3333

6.013

59

.000

20.7333

13.4667

11.974

59

.000

19.2333

13.8667

5.2334
6.8
5
7.2666
5.3666

8.989

59

.000

Mean

Accessibility
Safety and Security
Value of Money
Tourism Services
Entertainment Facilities

Table-Results on Paired t-test between Tourists importance and experience with tourism
products and services of Sundarban regarding destination image
Tourism products and services

Importance
Mean

Experience
Mean

Mean
Difference

t-Value

df

Sig.(2tailed)

Accessibility
Safety and Security
Value of Money
Tourism Services
Entertainment Facilities

22.6833
23.9000
21.0667
20.9667
16.6500

15.1333
11.7333
13.6667
12.6667
11.4000

7.55
12.1667
7.4
8.3
5.25

10.603
13.910
15.842
9.669
11.663

59
59
59
59
59

.000
.000
.000
.000
.000

Table-Results on Paired t-test between Tourists importance and experience with tourism
products and services of Kuakata regarding destination image
Tourism products and services

Importance
Mean

Experience
Mean

Mean
Difference

t-Value

df

Sig.(2tailed)

Accessibility
Safety and Security
Value of Money
Tourism Services
Entertainment Facilities

22.7000
23.6333
21.8667
21.9333
23.1000

15.6000
15.5000
15.5167
15.4167
15.4000

7.1
8.1333
6.35
6.5166
7.7

15.706
18.682
13.873
15.173
18.158

59
59
59
59
59

.000
.000
.000
.000
.000

11.6 Conclusion
A positive image of the tourist products and services of a tourist spot can largely
contribute to generating tourists confidence to choose the destination. Bangladesh
cannot expect to develop its tourism industry without considering the perceived image of
tourist about tourist products and services. This study will help the tourism stakeholders
where should give emphasis to develop the image of tourism products and services.
Though image of tourism products and services develops through time and do not change
overnight.

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Chapter-12 Focusing on Safety and Security issues of Tourist for

Development of Tourism Industry in Bangladesh

12.1 Introduction

It is a generally accepted truth and practices that tourism as a development based

industry has to protect and support the tourist that is visiting any particular destination.
This notion is similar to the view that "tourism is a goose that lays the golden egg";
hence it has to be protected at all times. Some of the protection has to be achieved by
making assurances that tourism crime, and lapses in safety and security in all tourist
destinations are not allowed to occur.
Bangladesh is of no exception from this. The country is trying from the inception of this
industry to attracting more tourists to its destinations and to earn more foreign currency
from this sector. In terms of global increasing trend in both the number of tourist arrivals
and the earnings from tourism, the same in Bangladesh is very insignificant. Even in
consideration of the positions of the neighbouring countries, Bangladesh is far behind in
this respect. Though our beloved country, Bangladesh has endless amount of natural
beauty and resources. But lack of proper/sufficient safety and security of tourists is one
of the major reasons not for developing the industry in Bangladesh up to the mark.
Evidence suggests that Bangladesh has failed to create the right image among foreigners.
Foreigners know Bangladesh as a disaster- prone (both natural and man made) and
corrupt country. On its part, the country has been the victim of negative external press
coverage and publicity. A cover story about Bangladesh published in Hong Kong based
Far Eastern Economic review has published a cover story under the title Be Ware of
Bangladesh. The writer has visited Bangladesh and expressed his impression on the
country as a Cocoon of Terror The story mentioned that fundamentalists and
Talebaneese are being trained in the deep forests of Bangladesh. The transparency
International had listed Bangladesh for the fifth consecutive times as the number one
corrupt country. The national situation has further compounded with Bangladesh being
recently blacklisted as terror risk country by the United States of America. This has
caused a serious problem and created a terrible situation for the countrys tourism
industry. Dhakas Zia International Airport is the gateway of Bangladesh for the
foreigners. It seems international only in the name and not by function or reputation.
This airport has rather become a heaven place for drug dealers and of regular
harassments by custom officials, terrorist, beggars, cheats and local hoodlums. All these
have created a bad image of Bangladesh as a tourist destination and meant it does have
nothing to be a destination country or even a stop over point for prospective tourists and
creating a very bad image of the country as tourist destination. As a result foreign
tourists do not want to include Bangladesh in their destination package. For this reason,
this sector and its market have failed to grow properly not merely because it lacks
enough attractions and facilities. But time has not yet past over. Still there are lots of
scopes and opportunities if Bangladesh attempts to highlight it as a tourist destination to
the potential tourists properly through improving the countrys law and order situation,
ensuring safety and security of tourists from the man-on-the street, to hotel managers to
government ministers and can take some initiatives to develop some infrastructural
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Development of Tourism Industry In Bangladesh: Issues And Strategies

facilities, the country would be able to earn many times higher than the present by
attracting more tourists with in a short time. But unfortunately, this sector has remained
almost in the dark and failed to draw proper attention to the government and the policy
makers.
Against this back drop, research needs to explore the facts related to the sector for its ongoing development in terms of building positive aspects of Bangladesh by ensuring
safety and security measures of tourists. Hence, a study on this area is essential to
uncover the relevant facts. The researcher in this regard was interested in finding out the
nature and incidents of criminal activities that the tourist experience in the study area.
The researcher also wanted to establish the level of awareness that the tourists and
authorities are show towards the existence tourism policies and how these policies secure
the safety and security of tourists against tourism crime. In other words, how was
tourism affected by the crime situations and what safety measures are put in place in
order to prevent these criminal activities.
12.2 Restatement of Objectives and Hypotheses
It is important to restate objectives and hypotheses because they give direction for the
analysis and the findings of the study. Objectives give guidelines on where the
interpretation of data should focus. This study is based on the following objectives and
hypothesesObjective: To find out whether the local community (stakeholders)
understands the importance of tourism crime, safety and security in the study
area.
Hypothesis: Ho (5): That the stakeholder does not understands the importance
of tourism crime, safety and security in the study area.
Objective: To establish the extent to which tourists feel safe and secure tourist
environment in and around the tourist area.
Hypothesis: Ho (6): That the tourists feel safe and secure tourist environment
in and around the tourist area
Objective: To find out the factors whose are responsible for tourism safety
and security of the study area.
Hypothesis: Ho (7): Tourists are not aware of the key factors who are
responsible for tourism crime safety and security of tourist in the study area.
Objective: To reveal the strategies that fit for fighting against tourism crime
at the destination.
Hypothesis: Ho (8): That the stakeholders are not aware of the strategies that
helps for fighting against tourism crime at the destination.
Objective: To examine the regulatory measures that ensure social , cultural,
and environmental sustainability as well as safety and security of tourists
undertaken by different tour operators, hotels, nearest police station and
evaluate the role of their activities for the development of this industry.

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Hypothesis: Ho (9): That the regulatory measures undertaken by different tour
operators, hotels, nearest police station are sufficient.
Objectives and hypotheses give some guidelines on the analysis of data. The
reinstatement of the hypotheses helps in remembering the objectives and hypotheses so
that they may be accepted or rejected when the findings on data analysis have been
adequately interpreted. The reason behind the restatement of hypotheses is that the data
collected has to confirm or refute each of the above stated hypotheses.
12.3 Demographic characteristics of the respondent
The researcher found it important to obtain personal information about the respondents
in order to be able to draw accurate conclusions. Demographic characteristics of all the
categories of respondents such as tourists, was analyzed. The researcher started by
collecting personal information or demographic characteristics of all categories of
respondents that is found in the study area.
The researcher felt it was necessary to present data on the socio-demographics of the
respondents in the study area. It must be mentioned at this stage that there were about
225 tourists/local community of Sundarban, 320 tourists tourists/local community of St.
Martin and 316 Tourists tourists/local community in Coxs Bazar and 280 tourists/local
community tourists of kuakata were selected to participate in this research study. The
socio-demographic characteristics of the tourists are important in the sense that the
researcher can determine the extent to which socio-demographic characteristics have a
bearing on making the subjects respond the way they did. As indicated in Table -12.1,
Table-12.2, Table -12.3 and Table -12.4; a number of demographic variables were
analyzed and the results are described b

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Table 12.1: The Demographic characteristics of respondents of the study area Sundarban
Variable
Sub-variable
Frequency Percent
Gender
Male
155
69
Female
70
31
Total
225
100
Age
1-15
55
24
16-25
60
27
26-35
50
22
36-45
25
11
46- above
35
16
Total
225
100
Marital Status
Single
130
58
Married
95
42
Total
225
100
Level
of Primary Education
25
11
education
Secondary Education
30
14
Higher Secondary
50
22
Graduate
65
29
Post Graduate
55
24
Total
225
100
Length of stay
0-1
Day
50
22
2-3
Days
80
36
4-5
Days
70
31
6 and more Days
25
11
Total
225
100
Occupational
Students
135
60
level
Housewives
45
20
Private/NGO
20
9
Teaching, Doctors, Engineer etc.
5
2
Manager / Executive
10
5
Government Officer
5
2
Unemployed
5
2
Retired
Total
225
100
Monthly family Less than Tk 15000
80
36
income status
Tk.15001 Tk.25000
90
40
Tk.2500l Tk.35000
30
13
More than Tk.35000
25
11
Total

225

100

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Table 12.2: The Demographic characteristics of respondents of the study area St. Martin

Variable
Gender

Frequency
220
100
320
20
230
25
25
20
320
225
95
320
8
37
55
175
45
320
85
135
85
15
320
230
35
20
10
5
10
10

Percent
69
71
100
6
72
8
8
6
100
70
30
100
2
11
18
55
14
100
26
42
27
5
100
72
11
6
3
2
3
3

Total
Monthly family Less than Tk 15000
income status
Tk.15001 Tk.25000
Tk.2500l Tk.35000
More than Tk.35000

320
75
185
25
35

100
23
58
8
11

Total

320

100

Total
Age

Total
Marital Status
Total
Level
education

Total
Length of stay

Total
Occupational
level

Sub-variable
Male
Female
1-15
16-25
26-35
36-45
46- above
Single
Married
of Primary Education
Secondary Education
Higher Secondary
Graduate
Post Graduate
0-2
Day
2-3
Days
4-5
Days
6 and more Days
Students
Housewives
Private/NGO
Teaching, Doctors, Engineer etc.
Manager / Executive
Government Officer
Unemployed
Retired

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Table 12.3: The Demographic characteristics of respondents of the study area Coxs Bazar
Variable
Gender

Frequency
225
91
316
77
98
57
56
28
316
189
127
316
35
63
64
105
49
316
56
175
71
14
316
182
49
22
21
21
0
21

Percent
71
29
100
24
31
18
18
9
100
60
40
100
11
20
20
33
16
100
18
55
23
4
100
57
15
7
7
7
0
7

Total
Monthly family Less than Tk 15000
income status
Tk.15001 Tk.25000
Tk.2500l Tk.35000
More than Tk.35000

316
85
140
63
28

100
27
44
20
9

Total

316

100

Total
Age

Total
Marital Status
Total
Level
education

Total
Length of stay

Total
Occupational
level

Sub-variable
Male
Female
1-15
16-25
26-35
36-45
46- above
Single
Married
of Primary Education
Secondary Education
Higher Secondary
Graduate
Post Graduate
0-3
Day
2-3
Days
4-5
Days
6 and more Days
Students
Housewives
Private/NGO
Teaching, Doctors, Engineer etc.
Manager / Executive
Government Officer
Unemployed
Retired

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Table 12.4: The Demographic characteristics of respondents of the study area Kuakata
Variable
Gender

Sub-variable
Male
Female

Frequency
187
93
Total
280
Age
1-15
66
16-25
87
26-35
55
36-45
43
46- above
29
Total
280
Marital Status
Single
191
Married
89
Total
280
Level
of Primary Education
41
education
Secondary Education
49
Higher Secondary
64
Graduate
77
Post Graduate
49
Total
280
Length of stay
0-4
Day
72
2-3
Days
151
4-5
Days
43
6 and more Days
14
Total
280
Occupational
Students
159
level
Self employed
41
Professional ( Teaching, Doctors, 27
Engineer etc)
Manager / Executive
21
Government Officer
12
Unemployed
11
Retired
9
Total
280
Monthly family Less than Tk 15000
65
income status
Tk.15001 Tk.25000
129
Tk.2500l Tk.35000
55
More than Tk.35000
31

Percent
67
33
100
24
31
20
15
10
100
68
32
100
15
17
23
27
18
100
26
54
15
5
100
57
15
10

Total

100

280

7
4
4
3
100
23
46
20
11

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12.3.1 Gender Distribution

The distribution of gender is important in the analysis of tourism crime, safety and security. It is
a commonly held fact that females are known to be less involved in the perpetration of criminal
activities than males, yet at the same time females are largely the victims of various sort of
criminal acts, than men. In the sample collected [see Figure- 12.1] the majority of the
respondents 69% at Sundarban; 69% at St. Martin and 71% at Coxs Bazar and 67% at Kuakata
indicated that they were male, whereas 31% at Sundarban; 31% at St. Martin and 29% at Coxs
Bazar and 33% at Kuakata indicated that they were females. Indications are that males were
more accessible to participate and respond to tourism related matters. Furthermore, as mentioned
above, males more involved the perpetration of criminal acts than females, hence more of them
being interviewed.
Figure 12.1: Gender Distribution of Respondents
Respondents' Gender Distribution of St.M artin

Respondents' Gender distribution of Sundarban

31%

31%
Male

M ale

Female

Female
69%

69%

Respondents' Gender distribution of Cox's Bazar

Respondents' gender disrribution of

Kuakata

29%
Male

33%
Male

Female

Female

71%

67%

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12.3.2 Age of the Respondents

The respondents were asked to reveal their age with a view of later establishing their
participation in tourism activities in the study area. As shown in Figure-12.2, approximately 11
percent respondents at Sundarban, 8 percent respondents at St. Martin, 18 percent respondents at
Coxs Bazar and 15 percent at Kuakata showed that they varied between 36 to 45, whereas 22
percent respondents at Sundarban, 8 percent respondents at St. Martin, 18 percent respondents at
Coxs Bazar and 20 percent at Kuakata range between 26 to 35 age group, where as 27 percent
respondents at Sundarban, 72 percent respondents at St. Martin, 31 percent respondents at Coxs
Bazar and 31 percent at Kuakata ranged between the 16 to 25 age-group. Finally, the least
response 16% at Sundarban, 6% at St. Martin, 9% at Coxs Bazar and 24 percent at Kuakata
were from the 46 and above age-group. It is interesting to note that the mature adult age-group
were the leading respondents. This is mainly because they more accessible than the other groups.
Figure 12.2: Age Distribution of Respondents
Respondents' age distribution of sundarban

Respondents' Age Distribution of St.Martin

Age1-15
16%

Age 16-25

24%

8%

Age1-15
11%

Age 16-25

6%

6%

Age 26-35

8%

Age 26-35

Age 36 -45

Age 36 -45

72%

Age 46 and above

27%

22%

Respondents' age distribution of Kuakata

Respondents' Age distribution of Cox 's Bazar

9%
24%
18%

10%
24%

Age1-15
Age 16-25

15%

Age 36 -45
Age 46 and abov e

Age1-15
Age 16-25
Age 26-35

Age 26-35

18%

Age 46 and

Age 36 -45
20%

Age 46 and above

31%

31%

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12.3.3 Marital Status of the Respondents

When the research was conducted, the respondents were asked to reveal their marital status with
the view of establishing their participation level in tourism activities in the study area. As shown
in Figure-12.3, the marital status of respondents indicated that about 58 percent respondents of
Sundarban, 70 percent respondents of St. Martin, 60 percent respondents of Coxs Bazar and 68
percent respondents of Kuakata were single. In the light of the above discussion, it would be
interesting to establish whether the responses to tourism related issues would be influenced by
the respondents' marital status.
Figure12.3: Marital Status of the Respondents
Respondents' M arital Status of St.M artin

Respondents's Marital Status of Sundarban

30%
42%

Single
Single

M aried

Maried
58%

70%

Respondents' Marital Status of Cox's Bazar

Respondents' M arital status of Kuakata

32%

40%
60%

Single

Single

Maried

M aried
68%

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12.3.4 Level of Education of Respondents

The distribution of the education standards of education of respondents emerged as shown in
Figure- 12.4 and described below. The majority of respondents about 29 percent of Sundarban,
55 percent of St. Martin, 33 percent of Coxs Bazar and 27 percent of Kuakata indicated that they
had acquired graduate standard of education. On the other hand, about 24 percent of Sundarban,
14 percent of St. Martin, 16 percent of Coxs Bazar and 18 percent of Kuakatas respondents had
acquired post graduate degree. Only about 22 & 14 percent of Sundarban, 18 & 11 percent of St.
Martin, 22 & 20 percent respondents of Coxs Bazar and 23 & 17 percent respondents of
Kuakata had acquired higher secondary and secondary education qualifications. These findings
were expected to assist the investigation in determining if education played a role in responding
to tourism maters as well as tourism crime, safety and security matters.
Figure 12.4: Educational Status of the Respondents
Respondents' Level of Education of Sundarban

Respondents' Level of Education of St.Martin

Primary Education
14%

11%

24%

Primary Education
14%

2%

11%

Secondary Education

Secondary
18% Education
Higher Secondary

Higher Secondary
Graduate
22%

29%

11%

Post Graduate

Post Graduate

Respondents' Lev el of Education of Cox 's Bazar

16%

Graduate
55%

Respondent 's level of educat ion of Kukata

18%

15%

Secondary
Education

Secondary
20% Education
Higher Secondary
Graduate

33%
20%

Primary
Education

Primary Education

Post Graduate

17%
27%

Higher Secondary
Graduat e

23%

Post Graduat e

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12.3.5 Length of stay of the Respondents

When the research was conducted, the respondents were asked to reveal their length of stay
status of the study area with the view of establishing their participation level in tourism activities
in the study area. As shown in Figure-12.5, approximately 11 percent respondents of Sundarban,
5 percent respondents of St. Martin, 4 percent respondents of Coxs Bazar and 5 percent
respondents of Kuakata showed that they have been stayed 6 and more days at the study area.
The majority of respondents about 36 percent of Sundarban, 42 percent of St. Martin, 55 percent
of Coxs Bazar and 42 percent respondents of Kuakata indicated that they had been stayed
between 2 and 3 days in the study area. In the light of the above discussion, it would be
interesting to establish whether the responses to tourism related issues would be influenced by
the respondents' length of stay of the study area.
Figure 12.5: Length of stay of the Respondents
Respondents'Length of stay at St.Martin

Respondents' Length of stay at Sundarban

5%

11%

22%

0-1 Day

26%

27%

2-3 Days

2-3 Days
31%

4-5 Days

4-5 Days
42%

Respondent Length of Stay at Cox's Bazar

4%

6 and more Days

6 and more Days

36%

0-1 Day

Resp ondents' length of stay at Kuakata

5%

18%

23%

15%

26%

0-1 Day

0-1 Day

2-3 Day s

2-3 Days

55%

4-5 Days

4-5 Day s

6 and more Days

6 and more
Days
54%

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12.3.6 Occupational level of Respondents
It was interesting [see Figure- 12.6] to note that the majority of the respondents interviewed were
students. The next largest response came from those who were self employed. Only about 9 & 2
percent of Sundarban, 6 & 3 percent of St. Martin, 7 & 7 percent respondents of Coxs
Figure- 12.6: Occupational Status of the Respondents

Respondents' Occupation of Sundarban

Respondents' Occupational Status of St.Martin

Student s
3%

Students

9%

Self Employed

2% 5% 2%2%

Professional (Teaching,
Doctors, Engineer etc.)
Manager / Executive

20%

Self Employed

2%
3%
6%

Professional (Teaching,
Doctors, Engineer etc.)
Manager / Executive

3%

11%

Government Officer

60%

72%

Government Officer

Unemployed

Unemployed

Retired

Retired

Respondents' Occupational Status of Cox 's Bazar

Respondents' occupat ional status of Kuakata

Students
Self Employ ed
0%7%
7%

Professional (Teaching,
Doctors, Engineer etc.)
Manager / Ex ecutiv e

7%
7%

Self Employed

7%

Professional (T eaching,
Doctors, Engineer etc.)
Manager / Executive

10%
57%

57%
15%

Students

4% 3%
4%

Government Officer

Gov ernment Officer

Unemploy ed

15%

Unemployed
Retired

Retired

Bazar and 10 & 7 percent respondents of Kuakata were professional and manager/executive
respectively. Only about 2 percent respondents of Sundarban, 3 percent respondents of St.
Martin, and 4 percent respondents of Kuakata indicated that they were unemployed. It should be
noted that a high majority indicated that they were students. The latter suggests that the views on
tourism crime, safety and security we would be getting would be from respondents well placed in
terms of occupation.

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12.3.7 Income of the Respondents
As reflected in Figure- 12.7 it came to light that the majority 40 percent respondents of
Sundarban, 58 percent respondents of St. Martin, 44 percent respondents of Coxs Bazar and 45
percent respondents of Kuakata indicated that they earn Tk.15001 to 2500 per month. About 13
percent respondents of Sundarban, 8 percent respondents of St. Martin, 20 percent respondents of
Coxs Bazar and 20 percent respondents of Kuakata earn up to 25001 to 35000, whereas about
36 percent respondents of Sundarban, 23 percent respondents of St. Martin, 27 percent
respondents of Coxs Bazar and 23 percent respondents of Kuakata earns less than Tk.15000.
Relatively fewer respondents earn more than Tk.35000, that is, 11 percent respondents of
Sundarban, 11 percent respondents of St. Martin, 9 percent respondents of Coxs Bazar and 11
percent respondents of Kuakata earns up to Tk.35000 a month. Understandably, income
influences the level of participation on tourism activities. This suggests that income plays a
major role in people's perceptions and choices regarding tourism related matters.
Figure 12.7: Income level of the Respondents

Respndents' Fam ily incom e of Sundarban

Respondents' Family income of St .Martin

Less than Tk 15000

Less than Tk 15000

11%

11%
13%

36%

Tk.15001 Tk.25000

23%
8%

T k.15001 Tk.25000

Tk.2500l Tk.35000

T k.2500l T k.35000

40%

58%

More than Tk.35000

Respondents' Family Income of Cox's Bazar

Respondents' family income of Kuakata

11%
9%
27%
20%

Less than Tk
15000

More than T k.35000

23%
Less than Tk
15000

20%

Tk.15001
Tk.25000

Tk.15001
Tk.25000

Tk.2500l
Tk.35000
More than
Tk.35000

Tk.2500l
Tk.35000

46%

More than
Tk.35000

44%

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12.4 Understanding the importance of tourism crime, safety and security
In an attempt to discuss the first objective of the study it was found necessary to deal with how
respondents perceive the importance of tourism in the context of tourism crime, safety and
security. In other words, it has been suggested that before the stakeholders, local communities
and tourists can be expected to participate in tourism activities or make a meaningful
contribution to the industry, they must understand what tourism provision, utilisation and
management is all about. The community must also be aware of the benefits and opportunities of
tourism and what crime does to tourism.
12.4.1 Understanding the make-up of tourism and crime
With a view of addressing how respondents understand the notion of tourism and crime
respondents were asked to respond to a series of questions relating to these matters. As shown in
Table- 12.5 the respondents revealed their understanding and the make-up of tourism related
crime, safety and security. In their response the subjects gave more than one answer for each
question, when they were responding to the inquiries.
As shown in Table 12.5 respondents, which consisted of tourists, tour operators, tourism and law
enforcement authorities as well local community members, responded to various questions as
shown below Table 12.5: Understanding and make-up of tourism crime and safety
Statements on crime and safety Response
related to tourism
Yes
Frequency
It is crime committed at tourist 252
attractions by anybody.
It is when tourists become victims 302
of crime
It is the absence of safety and 135
security measures to the tourists
It is any type of crime committed 238
against any person.

%
71%

No
Frequency %
50
14%

Not sure
Frequency
53

%
15%

85%

36

10%

18

5%

38%

192

54%

28

8%

67%

67

19%

50

14%

[n = 355. The subjects gave more than one response to some of the statements]
A majority of respondents (85%) responded positively to the statement that tourism crime: "It is
when tourists become victims of crime". Furthermore they also responded positively to the
statements such as: "It is crime committed at tourist attractions by anybody" (71%) and "It is the
absence of safety and security measures to the tourists" (38%). These responses suggest that
respondents are fully aware and understand the importance of tourism crime, safety and security
matters. In addition, this indicating that respondent fully understands the importance of tourism
and crime matters.
Since the first objective of this study was to establish the level of understanding the importance
of tourism crime, safety and security make up, it is therefore may be concluded that the above
findings indicated that the majority of the respondents from the study area have a good
understanding and the make-up of tourism crime and safety in the study area. Following on these
findings it may be concluded that Hypothesis 5 which states: "That the stakeholders (local
community) does not understand the importance of tourism crime, safety and security in the
study area, should not be supported or be rejected. The main reason is that the findings indicated
that respondents do understand the tourism and make-up of tourism crime, safety and security
issues.

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12.4.2 Understanding a Safe and Secure Tourism Environment
With a view of addressing how respondents understand the notion of safe and secure tourism
environment, respondents were asked to respond to a series of questions relating to these matters.
As shown in following tables the respondents revealed their understanding and the make-up of
safe and secure tourism environment. In their response the subjects gave more than one answer
for each question, when they were responding to the inquiries.
In the study area Sundarban tourists were asked to rank and describe what they perceive as a
safe and secure environment using an about 08 statements or phrases that were given to them to
respond to (Refer to Table 12.6).
Table 12.6: Ranked responses of tourists regarding a safe and secure tourist
environment in Sundarban
Ranks

Safe and secure tourist environment

Response
Frequency
%
1
Providing a welcoming and friendly atmosphere to visitors
145
22
2
Availability of tourist information centers
120
19
3
Presence of police stations in tourist areas
105
16
4
Protected traveling arrangements for tourists
100
16
5
Transportation of tourists in separate / different motor cars
80
12
6
Visible presence of police in most tourist areas
55
9
7
Transportation in or usage of public transport by tourists
35
5
8
Visit to crowded public areas such as the beach, supermarkets
5
1
645
100
Total
In this regard and shown in Table 12.6 the majority of tourists ranked as first [22%] the statement
that: Providing a welcoming and friendly atmosphere to visitors ". Secondly, [19%] was the
statement that Availability of tourist
Protected traveling arrangements for tourists

Figure- 12.8 Safe and secure tourist environment

145

Transportation of tourists in separate /

different motor cars

120

Tourist response

Presence of police stations in tourist areas

105

100

Providing a welcoming and friendly

atmosphere to visitors

80

Visible presence of police in most tourist

areas

55
35

Transportation in or usage of public

transport by tourists

5
Category of safe and secure tourist
environment

Availability of tourist information centers

Visit to crowded public areas such as the
beach, supermarkets

information centers ". Thirdly, [16%] the Presence of police stations in tourist areas were
regarded high on the rank list. Other statements such as listed in Table 12.6, reflecting attributes
such as Protected traveling arrangements, Transportation of tourists in separate / different motor
cars as well as presence of police in most tourist areas were regarded as important by the tourist
respondents. It is important to state that the majority of the activities and facilities in the table are
not available in the study area of Sundarban.
In the study area St.Martin tourists were asked to rank and describe what they perceive as a
safe and secure environment using an about 08 statements or phrases that were given to them to
respond to (Refer to Table 12.7).

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Table 12.7: Ranked responses of tourists regarding a safe and secure tourist
environment St. Martin
Ranks

Safe and secure tourist environment

Response
Frequency
%
1
Availability of tourist information centers
205
21
1
Providing a welcoming and friendly atmosphere to visitors
205
21
2
Protected traveling arrangements for tourists
190
19
3
Presence of police stations in tourist areas
155
16
4
Transportation of tourists in separate / different motor cars
115
11
5
Visible presence of police in most tourist areas
70
7
6
Transportation in or usage of public transport by tourists
40
4
7
Visit to crowded public areas such as the beach, supermarkets 5
1
Total
985
100
In this regard and shown in Table 12.7 the majority of tourists ranked jointly as first [21%] the
statement that: Availability of tourist information centers " and Providing a welcoming and
friendly atmosphere to visitors . Secondly, [19%] was the statement that Protected traveling
arrangements for tourists ". Thirdly, [16%] the Presence of police stations in tourist areas were
regarded high on the rank list.
Other statements such as listed in Table 12.7 reflecting attributes such as Transportation of
tourists in separate / different motor cars, Visible presence of police in most tourist areas as well
as presence of police in most tourist areas were regarded as important by the tourist respondents.
It is important to state that the majority of the activities and facilities in the table are not available
in the study area of St. Martin.

Figure- 12.9 Safe and secure tourist environment

Availability of tourist information centers

250
205
200
Response of tourist

205

Presence of police stations in tourist areas

190
Protected traveling arrangements for tourists

155
150

Providing a welcoming and friendly atmosphere

to visitors

115

Transportation in or usage of public transport by

tourists

100
50

70

Transportation of tourists in separate / different

motor cars

40
Visible presence of police in most tourist areas

5
Visit to crowded public areas such as the beach,
supermarkets

0
Category of safe and secure tourist
environment

In the study area Coxs Bazar tourists were asked to rank and describe what they perceive as a
safe and secure environment using an about 08 statements or phrases that were given to them to
respond to (Refer to Table 12.8).

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Table 12.8: Ranked responses of tourists regarding a safe and secure tourist
environment in Coxs Bazar
Ranks

Safe and secure tourist environment

1
2
3
4
5
6
7
8
Total

Providing a welcoming and friendly atmosphere to visitors

Protected traveling arrangements for tourists
Availability of tourist information centers
Presence of police stations in tourist areas
Transportation of tourists in separate / different motor cars
Visible presence of police in most tourist areas
Transportation in or usage of public transport by tourists
Visit to crowded public areas such as the beach, supermarkets

Response
Frequency
266
217
161
99
85
71
42
21
962

%
28
23
17
10
9
7
4
2
100

In this regard and shown in Table 6.4.3 the majority of tourists ranked as first [28%] the
statement that: Providing a welcoming and friendly atmosphere to visitors. Secondly, [23%]
was the statement that Protected traveling arrangements for tourists ". Thirdly, [17%] the
Availability of tourist information centers were regarded high on the rank list.
Protected traveling arrangements
for tourists

Figure-12.10 Safe and secure tourist environment

300
250

Transportation of tourists in
separate / different motor cars

266
Tourist response

217

200

161

Providing a welcoming and

friendly atmosphere to visitors

150
100
50

85

Presence of police stations in

tourist areas

99

Visible presence of police in most

tourist areas

71
42

0
Category of safe and secure tourist
environment

21

Transportation in or usage of
public transport by tourists
Availability of tourist information
centers
Visit to crowded public areas such
as the beach, supermarkets

Other statements such as listed in Table 12.8, reflecting attributes such as Presence of police
stations in tourist areas ,Transportation of tourists in separate / different motor cars, as well as
Visible presence of police in most tourist areas were regarded as important by the tourist
respondents. It is important to state that some of these facilities and practices are not all available
in the study area of Coxs Bazar. Nonetheless, it is important to state that the majority of the
activities and facilities in the table are available in the study area of Coxs Bazar.
In the study area Kuakata tourists were asked to rank and describe what they perceive as a safe
and secure environment using an about 08 statements or phrases that were given to them to
respond to (Refer to Table 12.9).

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Table 12.9: Ranked responses of tourists regarding a safe and secure tourist
environment in Kuakata
Ranks

Safe and secure tourist environment

1
2
3
4
5
6
7
8
Total

Providing a welcoming and friendly atmosphere to visitors

Protected traveling arrangements for tourists
Transportation of tourists in separate / different motor cars
Availability of tourist information centers
Visible presence of police in most tourist areas
Transportation in or usage of public transport by tourists
Presence of police stations in tourist areas
Visit to crowded public areas such as the beach, supermarkets

Response
Frequency
231
187
121
111
87
66
57
33
893

%
26
21
14
12
10
07
06
04
100

In this regard and shown in Table 12.9 the majority of tourists ranked as first [26%] the statement
that: Providing a welcoming and friendly atmosphere to visitors ". Secondly, [21%] was the
statement that Protected traveling arrangements for tourists and thirdly [14%] Transportation
of tourists in separate / different motor cars.
Figure-12.11: Safe and secure tourist environment
250

231

Protected traveling arrangements for

tourists

Tourists'
187
200 response
150

Transportation of tourists in separate /

different motor cars
Presence of police stations in tourist
areas

121

111

Providing a welcoming and friendly

atmosphere to visitors

87

100
57

66

50

Visible presence of police in most

tourist areas

33

0
Category of safe and secure tourist
environment

Transportation in or usage of public

transport by tourists
Availability of tourist information
centers
Visit to crowded public areas such as
the beach, supermarkets

It is important to state that the majority of the activities and facilities in the Figure-12.11 are not
available in the study area of Kuakata.
From these above responses it may be concluded that some of these facilities and practices are
available in these study area. The majority of the activities and facilities in the table are not
available in the study area but the tourists are well aware and understand what safe and secure
should contain or not. This is based on how the respondents listed these statements or phrases
and are listed according to higher percentage to the lowest percentage. In this regard it may
therefore be concluded that Hypothesis 6, which states: "That the tourists feel safe and secure in
and around the study area"' should not be supported. The hypothesis is rejected because most of
the activities and facilities are not available in the study area.

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12.4.3. Responsible factors for tourism crime

The tourists of the Sundarban were asked whom do they think are the culprits responsible for
increasing tourism crime in Sundarban by using an about 10 factors that were given to them to
respond to (Refer to Table 6.5.2). They responded as follows in this question and these are the
ratings/percentage of the factors that increase the Tourism Crime shown below in Table 12.10.

Table- 12.10: Factors involved in tourism crime at Sundarban

Ranks
1
2
3
4
4
5
6
7
8
9
Total

Responsible factors for tourism crime

Unemployed local people
Local government
National Political Organizational Ideology
Organized crime syndicates
Some people with criminal tendency
Community as a whole
National government
Illegal aliens or foreigners
The tourist themselves
Private sector agencies

Response
Frequency
135
105
95
80
80
65
60
50
20
10
700

%
19
15
14
11
11
10
9
7
3
1
100

The percentages show that: "Unemployed local people [19%] , Local government [15%]" and
National Political Organizational Ideology ( 14%) are the responsible factor who commits
tourism crime in the study area and positioned in rank as 1,2 an 3 likewise.
Figure-12.12: Responsible factors for tourism crime

National government
Local government

11%

National Political Organizational

Ideology
Community as a whole

9%
15%

11%

Unemployed local people

Illegal aliens or foreigners

3%
Private sector agencies
1%
14%

7%

The tourist themselves

Some people with criminal tendency

19%

10%

Organized crime syndicates

Members of the National government ,Organized crime syndicates, Some people with criminal
tendency and National government were as important which suggests that they may be involved
in corrupt activities.
In the study area St.Martin tourists were asked whom do they think are the culprits
responsible for increasing tourism crime in St. Martin.by using an about 10 factors that were
given to them to respond to (Refer to Table 6.5.2). They responded as follows in this question
and these are the ratings/percentage of the factors that increase the Tourism Crime shown below
in Table 12.11.
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Table- 12.11: Factors involved in tourism crime at St.Martin

Ranks

Responsible factors for tourism crime

Response
Frequency
%
1
Unemployed local people
165
22
2
Local government
160
21
3
Community as a whole
115
15
4
National Political Organizational Ideology
105
13
5
Some people with criminal tendency
100
14
6
The tourist themselves
45
6
7
Illegal aliens or foreigners
30
4
8
Private sector agencies
10
1
9
Organized crime syndicates
0
0
Total
730
100
The percentages show that: "Unemployed local people [22%] , Local government [21%]" and
Community as a whole ( 15%) are the responsible factor who commits tourism crime in the
study area and positioned in rank as 1,2 an 3 likewise.
Figure-12.13: Responsible factors for tourism crime at St.Martin
National government
14%

4%

Local government

1%

National Political Organizational

Ideology
Community as a whole

4%

Unemployed local people

21%

6%

Illegal aliens or foreigners

15%
22%

Private sector agencies

The tourist themselves

13%

Some people with criminal

tendency

National Political Organizational Ideology, Some people with criminal tendency and The tourist
themselves were as important which suggests that they may be involved in corrupt activities.
The tourists of the Cozs Bazar were asked whom do they think are the culprits responsible for
increasing tourism crime in Coxs Bazr by using an about 10 factors that were given to them to
respond to (Refer to Table 12.12). They responded as follows in this question and these are the
ratings/percentage of the factors that increase the Tourism Crime shown below -

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Table- 12.12: Factors involved in tourism crime at Coxs Bazr

Ranks

Responsible factors for tourism crime

Response
Frequency
%
1
Organized crime syndicates
182
19
2
Local government
161
16
3
Unemployed local people
147
15
4
Some people with criminal tendency
126
13
5
National Political Organizational Ideology
119
12
6
Community as a whole
106
11
7
Illegal aliens or foreigners49
5
7
Private sector agencies
29
3
8
National government
29
3
9
The tourist themselves
28
3
Total
976
100
The percentages show that: Organized crime syndicates [19%], Local government [16%]" and
Unemployed local people (15%) are the responsible factor who commits tourism crime in the
study area and positioned in rank as 1, 2 and 3 likewise.
Figure-12.14: Responsible factors for tourism crime at Cox's Bazar

National government
Local government

3%
19%

National Political Organizational

Ideology
Community as a whole

16%

Unemployed local people

12%

13%

Illegal aliens or foreigners

Private sector agencies

3%

The tourist themselves

11%

3%
5%

15%

Some people with criminal

tendency
Organized crime syndicates

Some people with criminal tendency, National Political Organizational Ideology, and unity as a
whole were as important which suggests that they may be involved in corrupt activities.
The tourists of the Kuakata were asked whom do they think are the culprits responsible for
increasing tourism crime in Kuakata by using an about 10 factors that were given to them to
respond to (Refer to Table 12.13.). They responded as follows in this question and these are the
ratings/percentage of the factors that increase the Tourism Crime shown below in Table 12.13.

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Table- 12.13: Factors involved in tourism crime at Kuakata

Ranks

Responsible factors for tourism crime

1
2
3
4
5
6
7
8
9
9
Total

Local government
Unemployed local people
Some people with criminal tendency
Organized crime syndicates
Community as a whole
National Political Organizational Ideology
The tourist themselves
National government
Private sector agencies
Illegal aliens or foreigners

Response
Frequency
151
121
111
99
93
81
66
29
28
22
801

%
19
15
14
12
12
10
08
04
03
03
100

The percentages show that: Local government [19%], Unemployed local people [15%]" and
Some people with criminal tendency (14%) are the responsible factor who commits tourism
crime in the study area Kuakata and positioned in rank as 1, 2 and 3 likewise.
National government
Figure-12.15: Responsible factors for tourism crime at Kuakata
Local government

12%

National Political Organizational

Ideology
Community as a whole

4%
19%

14%

Unemployed local people

Illegal aliens or foreigners
Private sector agencies

10%

8%

Some people with criminal tendency

3%
3%

The tourist themselves

12%

Organized crime syndicates

15%

It reject hypothesis 7 which says Tourists are not aware of the key factors that are
responsible for tourism crime safety and security of tourist in the study area. So this
hypothesis is rejected because tourists are conscious about the factors which are responsible for
tourism crime in tne study area.
12.4.4. Strategies for fighting against tourism crime at the destination
For a destination to be successful it should have its principles to achieve whatever things that
needs to be achieved. The stakeholders that are involved in the running of the destination should
think of various things that might happen in a destination and how to deal with those things. The
respondents were asked to rank and to prefer five strategies among the nine strategies that are
most important things that need to be done in fighting tourism crime in four destinations.

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In the study area Sundarban tourists were asked to rank using an about 09 statements or
phrases that were given to them to respond to. The outcomes of the analysis shown in the table
are ranked, that is, written from the highest percentage to the lowest percentage. (Refer to Table
12.14).
Table-12.14: Strategies for fighting against tourism crime at the destination Sundarban
Rank
Strategies
Frequency
%
1
Involvement of the community in tourism related maters
170
15
2
Safe and secure transport facilities
160
14
2
Marketing and promotion of tourism
160
14
3
Improve the cultural of tolerance
135
12
4
Regional co-operation in tourism safety
130
11
5
Internationalization of tourism in local areas
110
10
6
Education and training of people
105
9
6
Form tourist police
95
9
7
Creation of more and better jobs
55
6
Total
1120
100
The findings were stand like this, firstly Involvement of the community in tourism related maters
15%; Secondly, Safe and secure transport facilities 14% and Marketing and promotion of tourism
14%; Thirdly Improve the cultural of tolerance 12%; Fourthly Regional co-operation in tourism
safety 11%; Fifthly, Internationalization of tourism in local areas 9%

Figure-12.16: Strategies for fighting against tourism

crime at the destination Sundarban

Education and training of people

Creation of more and better jobs

16

% of Response14

14

Safe and secure transport

facilities

12
11

12
10

15
14

10
9

9
6

Marketing and promotion of

tourism
Improve the cultural of tolerance

Involvement of the community in

tourism related maters

Regional co-operation in tourism

safety

Internationalization of tourism in
local areas

0
Type of strategies

Form tourist police

are the strategies that the respondents recommended towards achieving a crime free and tourism
safety and security environment at the destination Sundarban.
In the study area St.Martin tourists were asked to rank using an about 09 statements or phrases
that were given to them to respond to. The outcomes of the analysis shown in the table are
ranked, that is, written from the highest percentage to the lowest percentage. (Refer to Table
12.15).

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Table-12.15: Strategies for fighting against tourism crime at the destination St.Martin
Rank
Strategies
Frequency
%
1
Safe and secure transport facilities
235
15
2
Marketing and promotion of tourism
225
14
3
Education and training of people
215
13
4
Regional co-operation in tourism safety
185
12
4
Form tourist police
185
12
5
Improve the cultural of tolerance
160
10
5
Internationalization of tourism in local areas
155
10
6
Involvement of the community in tourism related maters
150
9
7
Creation of more and better jobs
80
5
Total
1590
100
The findings were stand like this, Firstly Safe and secure transport facilities 15%; Secondly,
Marketing and promotion of tourism 14% ; Thirdly, Education and training of people 13% ;
Fourthly, Regional co-operation in tourism safety 12% and Form tourist police 12% ; and Fifthly,
Improve the cultural of tolerance 10% and Internationalization of tourism in local areas 10%
Education and training of people

Figure- 12.17 Strategies for fighting against

tourism crime at the destination St.Martin
15

16
14

% of Response

14

13

Creation of more and better jobs

12

12

10

10

12
10

Safe and secure transport

facilities
Marketing and promotion of
tourism
Improve the cultural of tolerance

8
6

Involvement of the community in

tourism related maters

Regional co-operation in tourism

safety

Internationalization of tourism in
local areas

0
Types of strategies

Form tourist police

are the strategies that the respondents recommended towards achieving a crime free and tourism
safety and security environment at the destination ST. Martin.
In the study area Coxs Bazar tourists were asked to rank using an about 09 statements or
phrases that were given to them to respond to. The outcomes of the analysis shown in the table
are ranked, that is, written from the highest percentage to the lowest percentage. (Refer to Table
12.16).

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Table- 12.16 Strategies for fighting against tourism crime at the destination Coxs Bazar
Rank
Strategies
Frequency
1
Safe and secure transport facilities
253
2
Involvement of the community in tourism related maters
245
3
Marketing and promotion of tourism
231
4
Education and training of people
183
4
Form tourist police
175
5
Improve the cultural of tolerance
161
6
Regional co-operation in tourism safety -7
133
7
Internationalization of tourism in local areas -8
126
8
Creation of more and better jobs-9
91
Total
1598

%
16
15
14
11
11
10
9
8
6
100

The findings were stand like this, Firstly, Safe and secure transport facilities 16%; Secondly,
Involvement of the community in tourism related maters 15%; Thirdly, Marketing and promotion
of tourism 14% ; Fourthly, Education and training of people 11% and Form tourist police 11% ;
and Fifthly, Improve the cultural of tolerance 10%
Education and training of people

Figure- 12.18 Strategies for fighting against

tourism crime at the destination Coxs Bazar

Creation of more and better jobs

18

16

16

15

14

% of Response

14
12

11

10

10
8

11
9

Safe and secure transport

facilities
Marketing and promotion of
tourism
Improve the cultural of tolerance

8
Involvement of the community in
tourism related maters

6
4

Regional co-operation in tourism

safety

Internationalization of tourism in
local areas

0
Types of strategies

Form tourist police

are the strategies that the respondents recommended towards achieving a crime free and tourism
safety and security environment at the destination Coxs Bazar.

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In the study area Kuakata tourists were asked to rank using an about 09 statements or phrases
that were given to them to respond to. The outcomes of the analysis shown in the table are
ranked, that is, written from the highest percentage to the lowest percentage. (Refer to Table
12.17).

Table-12.17 Strategies for fighting against tourism crime at the destination Sundarban
Rank
1
2
2
3
4
5
6
7
8
Total

Strategies
Involvement of the community in tourism related maters
Safe and secure transport facilities
Form tourist police
Education and training of people
Internationalization of tourism in local areas
Regional co-operation in tourism safety
Marketing and promotion of tourism
Improve the cultural of tolerance
Creation of more and better jobs

Frequency
267
234
201
183
141
133
87
78
67
1391

%
19
17
15
13
10
10
6
5
5
100

The findings were stand like this, firstly Involvement of the community in tourism related maters
19%; Secondly, Safe and secure transport facilities 17% ,Thirdly Form tourist police 15%;
Fourthly Education and training of people 13%; Fifthly Regional co-operation in tourism safety
10%; Sixthly, Marketing and promotion of tourism 6% are the strategies
Education and training of people

Figure-12.19 Strategies for fighting against tourism

crime at the destination of Kuakata

20
18
16
14
12
10
8
6
4
2
0

19

% of response

17

15
13

Creation of more and better jobs

Safe and secure transport facilities
Marketing and promotion of tourism

10

10

Improve the cultural of tolerance

Involvement of the community in tourism
related maters
Regional co-operation in tourism safety
Internationalization of tourism in local
areas
Form tourist police

Types of strategies

that the respondents recommended towards achieving a crime free and tourism safety and
security environment at the destination of Kuakata.
Assurance of safety in a destination is important, because it makes the visitors to be willing to
visit the destination and its tourism attractions. These findings prove that the lowest rankings are
not that important in fighting tourism crime.

So from the above analysis it can be concluded that hypothesis 8 which states stakeholders are
not aware of the strategies that help fighting against tourism crime at the destination are not
supported or be rejected.
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12.5. Investigation of safety and security measures undertaken by different tour operators
Tour operators today play a very important role in creating the images of destinations. In this
global capacity, they can significantly influence domestic and international tourism flows
towards a country hit by safety and security risks. Even decisions of individual tourists on where
to spend a holiday very often depend on the attitude and practice of tour operators towards a
particular destination.
In generally Package Travel, Package Holidays, and Package Tours, tour operators are
considered liable not only for the non-performance or improper performance of the services
involved, but also for the physical injury of their clients if this could be in any way linked to
negligence due to them, or even to their service providers. This means that tour operators are
liable for all aspects of the contract with the client and can be relieved of such liabilities only if
they result from force majeure. Therefore, it is natural that they take certain measures to secure
the safety of their clients during the journey and while on holiday. In this way, tour operators try
to diminish the safety and security risks that their clients could face. They assess destination
safety even more critically than an individual would. For example, tourists are very often not
aware of the quality of sanitation or health care at a destination. In order to avoid risks, tour
operators decide whether or not to include in their programs destinations with different kinds of
risk, to stop operations to certain resorts already included in their program, to reduce capacities at
a destination, or to take certain measures to protect their clients on the spot. This section analyzes
the significance of tour operators to ensure safety and security of tourist from the different view
point.
Table-12.18: Safety and security measures undertaken by different tour operators
Statements on regulatory measures undertaken
by different tour operators regarding tourist
safety and security
Organization protect all tourists travel monies in a
trust account if tourists want until the tour is
complete
Prior to confirming tour arrangements, all
accommodation, transport and visits are checked to
ensure safety of the tourist

Response
Yes
Frequency %
0
0%

No
Frequency %
25
100%

19

76%

24%

28%

18

72%

Insists that all who travel are covered either by 0

0%
25
your organization comprehensive Insurance or if
using their own.
Organization maintains 24 hours Emergency 22
88% 3
mobile phone facility.
Organization have a strict policy regarding use and 4
16% 21
abuse of alcohol, tobacco and drugs by tourist
Maintain close communication with your tourist 17
68% 8
prior to departure and in addition an Emergency
Duty Officer is available 24 hours a day to deal
with any unforeseen circumstances of the tourist.
[n = 25. The subjects gave more than one response to some of the statements]

100%

Organization give briefing before starting the 7

journey to tourists, to respect the local people
and must commit themselves to acting in
adherence to local laws since people across the
world dress, eat and live differently and follow
different values and norms

12%
84%
32%

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12.5.1 Financial Security

Organization should protect all tourists travel monies in a trust account if tourists want
until the tour is complete. But in our country tour operator does not provide this facility.
Survey result (Table-12.18) shows that no organization unfortunately provides this
facility.
12.5.2 Accommodation
Accommodation is very much important to make tourists comfortable and to keep them
safe. Prior to confirming tour arrangements, all accommodation, transport and visits
should be checked by tour operator to ensure safety of the tourist. A distinguish travel
adventure environment requires after the confirmation of the accommodation by the
tourist tour operators should checked all the essential features of health and safety such
as fire certificates or the local equivalent, appropriate insurance to avoid potential risks
regarding safety and security of tourists by accommodation risk assessment form. Survey
result (Table-12.18) found that 76% tour operator checked all tour arrangement before
tourist reached the destination to ensure safety of the tourist.
12.5.3 Communication
Organization should give briefing before starting the journey to tourists, to respect the
local people and must commit themselves to acting in adherence to local laws since
people across the world dress, eat and live differently and follow different values and
norms. In this survey (Table-12.18) only 28% tour operator give briefing or give
brochure before starting journey of the tourist to ensure how to protect the environment,
how to act with the local people and how tourist keep themselves safe.
12.5.4 Travel Insurance
Travel insurance is very much important for tourist to protect themselves from
unavoidable loss. For this reason tour operator should insists that all who travel are
covered either by their organization comprehensive Insurance or if using their own. But
survey result found that this service is unavailable in our country.
Travel insurance is the second critical factor in the safety net. Travel agents and tour
operators should continue to recommend that clients have in place an appropriate travel
insurance policy one that includes provision for emergency medical evacuation should
this be required. As the well-known industry saying goes, if you cant afford travel
insurance, you cant afford to travel.
12.5.5 Emergency Contact Details
Organization should maintain close communication with their tourist prior to departure
and in addition an Emergency Duty Officer is available 24 hours a day to deal with any
unforeseen circumstances of the tourist. In this way, tour operators can diminish the
safety and security risks that their clients could face. Survey result (Table-12.18) shows
majority of the tour operator very much aware of the service.
12.5.6 Alcohol, Smoking, Drugs and Misconduct
Survey result (Table-12.18) found that only 16% organizations have a strict policy
regarding use and abuse of alcohol, tobacco and drugs by tourist.

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Figure- 12.20:Overall safety and security measures of

tourist practices by tour operators

39, 39%
Yes
No
61, 61%

In this perspective from the above figure 12.20 it may therefore be concluded that
Hypothesis 9, which states: the regulatory measures undertaken by different tour
operators, are sufficient should not be supported. The hypothesis is rejected because
Graph shows only 39% tour operators take different safety measures of tourist. But tour
operators can play a major role in building a better tourism destination.
12.6. Investigation of safety measures undertaken by hotel owner

The two primary goals of hotels in tourism industry to make tourist comfortable and to
keep them safe are at cross purposes. Hotels need to implement safety and security
measures without making tourists feel uneasy. Over the past few years, the tourism
industry has been seriously undermined by the growing lack of safety and security.
Crime, terrorism, food safety, health issues and natural disasters are among the major
areas of concern. It is now widely accepted by the international community that the
success of the tourist industry in a particular destination is directly linked to its ability to
offer tourists a safe and pleasant visit. Since accommodation is an essential component
of the tourism sector, hotel safety and security is increasingly gaining the attention of
several stakeholders. Protecting tourists and ensuring their safety is now one of the main
concerns of hoteliers, given that problems related to safety, security and health influence
negatively occupancy rates. Tourists increasingly feel that they should not be subjected
to risk while on vacation. This section analyzes the significance of hotel owners to
ensure safety and security of tourist from the different view point.
12.6.1Hotel Level Physical Systems
The physical systems that ensure security in a hotel include the planning and design of
the hotel property, access systems to guestrooms, hygienic bathrooms and toilets,
comfortable and clean mattress, pillow, bed sheets and covers, provision of childrens
facilities (playground, baby-sitting, swimming pool, etc., boundary wall around the hotel
etc. Here Table-12.19 reveals that 73% hotelier maintain hotel level physical systems
security of tourists and remaining part not.
12.6.2Equipment
In ensuring the safety of the tourist, all the hotels should install various types of security
equipment on their premises. This includes CCTV, fire alarm system, fire extinguisher
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and central safe deposit boxes. Survey result found that most of the hotels have not these
types of security system facilities.
12.6.3 Policies & Procedures
Hoteliers are responsible for providing a healthy and safe environment to their guests.
For these reason hoteliers should have some policies and procedures regarding tourist
safety. This includes proper policy for handling theft, lost and fraud system; policy for
additional precautions in ensuring the safety and security of single lady travelers and
uses of safe deposit box. But unfortunately survey result reveals that most of the hotels
have not written policy regarding this type of security measures which can ensure tourist
safety.
Table-12.19: Safety and security measures undertaken by different hotel owners
Statements
on
regulatory
measures Response
undertaken by hotel owner regarding tourist Yes
safety and security
Frequen %
cy
Hotel Level Physical Systems
have hygienic bathrooms and toilets
25
21
have comfortable and clean mattress, pillow, 30
25
bed sheets and covers
have provision of childrens facilities 20
17
(playground, baby-sitting, swimming pool, etc.
have boundary wall around the hotel
12
10
Total
87
73%
Security Department
have security department
23
25
have well trained security personnel to protect 8
8
the guest
hotel security officer wear uniform
17
18
Total
48
53%
Equipment
have CCTV in various location of the hotel
7
5
have fire alarm system
9
8
have fire extinguisher
9
8
have central safe deposit boxes
11
9

No
Frequency %

5
0

4
0

10

18
33

5
27%

7
22

8
24

13
42

14
47%

23
21
21
19

Total
27
30%
84
Policies & Procedures
have proper policy for handling lost and fraud 9
15
21
system
take additional precautions in ensuring the 18
30
12
safety and security of single lady travelers
Total
27
45%
33
Industry Level
member of the hotel association
26
87
4
Total
26
87%
4
National (Destination) Level
provide phone number in every room to 8
27
22
communicate with the local police
Total
8
27%
22
[n = 30. The subjects gave more than one response to some of the statements]

19
18
18
15
70%
35
20
55%
13
13%
83
83%

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12.6.4 Security Department / Personnel

A typical security department usually consists of a security manager, security officer, security
guards, timekeepers and doorman. All employees should know the appropriate security
procedures that will help protect the guests. An effective security system would require welltrained personnel to carry out the security procedures accordingly and to operate the security
equipment properly. Table-12.19 provides evidence that 53% hotels have satisfactory security
department and 47% hotels have not.
12.6.5 Industry Level
The safety and security of tourist should be maintained at the industry level. The local hotel
association and police force should collaborate to facilitate and promote cooperation in providing
safety and security among member hotels. At this level safety and security of tourist should be
ensured when hotelier are the member of hotel association. Survey results disclose that 90%
hotels are the member of hotel association which is very much important for ensuring tourist
safety.
12.6.6 National (Destination) Level
At the national level which includes tourist police who will enforce domestic law against crime
to protect the tourists at destination level and the civil defence forces will ensure public safety in
relation to fire and other dangers. The police should assist hotels in their regular evaluation of
their security systems using a comprehensive audit checklist, to ensure and maintain high
standards and to make recommendations to the hotels for their improvement. Tourist can seek
help by communicating with the police at a prescribed emergency phone number. But survey
result shows that no hotels provide phone number in every room to communicate with the local
police.
Figure-12.21: Overall safety and security measures of tourist
practices by hotel owners

49%

Yes
51%

No

Finally it is found on the whole from the Figur- 12.21 that safety and security measures
undertaken by hotel owner are not satisfactory, because safety and security measures practices in
hotel should not be compromised with a single percentage. Therefore, the ultimate conclusion
emerging from the findings that as bad publicity arising from crime and accidents that occur in
hotels where tourists are victimized could tarnish a hotels image at the same time destination
image and result in potential great financial losses, it is of paramount importance that an hotelier
must provide for a safe and crime free environment within its premises for tourists. Security
plays a vital role in ensuring the future viability of hotels and tourist destination. To plan and
design an effective safety and security system for an individual hotel is very much important but
even that is not enough? The hotel industry which provides accommodation in a tourist
destination constitutes one of the essential segments for a successful tourist destination. So In
this regard it may therefore be concluded that Hypothesis 9, which states: the regulatory
measures undertaken by different hotel owners, are sufficient should not be supported.

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12.7. Investigation of regulatory measures undertaken by police at the destination

Tourism Industry is the one of the fastest growing industries in Bangladesh. Hence, there is a
need of separate personnel to look after the needs of the tourists, manage the tourist enquires and
complaints and ensure that the language barrier doesnt hamper the enjoyment or security. The
tourism police will help the tourists in case of any emergency and will provide safety and
security against dishonest people. As a result in 2009 Tourist Police was formed to protect local
and foreign tourists, starting the service in Coxs Bazar Sea Beach, a popular area with worlds
longest sandy beach. It is planned to expand the Tourist Police to other tourist spots very soon.
The Tourist Police Unit is committed to ensuring safety for tourists to make them feel at home
away from home. It works under the District Police Administration.

12.8 Conclusion
Safety has risen as important issue in the field of tourism during the last few years. Even
Bangladesh can be still considered safe destinations; more attention has been paid to tourism
safety, especially with growing international tourism. Safety can be considered as one of
attraction factors for states and their areas and tourism resorts. Especially international terrorism
has during the last few years had impact on the fact, that on global level safety issues have grown
more important. According to World Tourism Organization (WTO) safety is essential for the
quality of tourism. Providing high quality tourism experiences, paying attention to principals of
safety, is starting to be the most important aim of tourism destinations. Images have a great role
in tourism. If tourist is a victim of natural tragedy at a tourism destination, the negative impact on
image of the place can be both serious and long.
This chapter was about the recommendations and the conclusion of the whole study. Its
recommendations were about the stakeholders that are supposed to be involved in the decision
making and making the study area to be a crime free. These stakeholders are involved with every
decision that is supposed to take place in the study area. For the successfully tourism project it
involves these stakeholders to work together.
The recommendations that were made here were taken from the different views of different
respondents that were interviewed. In order to make a study area a crime to promote crime free,
safety and security. Other recommendations were about the utilization of resources by the local
community who does not visit within the destination and not knowing the importance of tourism
industry. Other recommendations were about making the life of the local community to be better
by benefiting on the tourism resources and the resources of the study area The latter is with the
view that the local community should be entrepreneurs utilising the products from their own
area.
The findings of this study hopefully will manage to bring attention to the problems crime, safety
and security, as well as promote a crime free, safe and secured in the study area. It hoped it will
bring interest to the stakeholders involve, to achieve a crime free, safe and secured study area.

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Chapter 13: Conclusions and recommendations

13.1 Introduction
This chapter, first of all, summarizes the basic findings of all the previous chapters.
Then, it spells out the conclusions emerging from the findings. Finally, it provides a set
of recommendations based on the findings of the study and the directions for future
research.
13.2: A Resum of findings
This research presents the findings of an inquiry into the theoretical as well as empirical
aspects of development of tourism industry in Bangladesh. This study takes attempts by
examining throughout some issues of tourism to uphold the potentiality of development
of tourism industry in Bangladesh. The resum of major findings of this study are given
belowChapter four focuses on current performance of tourism industry in Bangladesh.
Several secondary sources are studied, reviewed and analyzed and found that

Tourism products and services

- There are no statistics of accommodation sector of Bangladesh regarding
total Hotel number and total occupancy number. But the study reveals that
there are 1503 hotels in our country and total accommodation stock is
22,242. Among them in Dhaka there are 313 hotels and 4766 rooms are
available except Dhaka district; in Rangpur division there are 125 hotels
and 1342 rooms are available except Kurigram and Rangpur district; in
Rajshahi division there are 103 hotels and 1780 rooms are available
except Joypurhat district; in Barisal division there are 128 hotels and 2369
rooms are available; in Khulna division there are 245 hotels and 2651
rooms are available except Bagerhat district; in Sylhet division there are
147 hotels and 1328 rooms are available ; and in Chittagong division
there are 442 hotels and 8006 rooms are available. From here tourism
stakeholder can get a clear picture of occupancy position of tourist in our
country.
- Another finding regarding accommodation is that there are no practices of
showing categorization of Hotel, motel, etc, among Hotel
owners/Management.
- A finding regarding tourist products is unlike many countries (France
with the Eiffel Tower, Italy with the coliseum, etc) Bangladesh does not
have a single iconic product or attraction with which the country is
associated.
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-

There are sixteen tourism information under in Bangladesh which are

operated by BPC, but their service is very much limited and its operation
range is only in BPC.

Access and infrastructure

-

There are operation airports and short Take-off and landing ports in
Bangladesh. But all operational airports do not provide domestic service
regularly.
- There are very few international standard roads in Bangladesh to go to the
major tourism destination.
- With an increasing proportion of visitors touring the country in their own
vehicles the need for signage to tourism attraction and facilities become
more important. But study found that in Bangladesh BRTA has not taken
initiatives till now to show the visitors tourist attractions by signage.
- Railway transport plays a very small role in tourism as the rail network
does not reach the main tourist destination and regions and the trains are
very slow.
- Water transport also plays a very small role in tourism though the water
network reaches the main tourist destinations. Because there are no
standard and high speed water transport in our country.
- Another finding regarding infrastructure is that recently the government
emphasizes on telecommunication and information and communication
technology which is very much important for development of tourism
industry in Bangladesh. In BD telecommunication and internet cost is
very cheap compared to other neighboring countries.
Environmental impact
-

Global warming represents huge challenges for Bangladesh as it is one of

the 10 most vulnerable countries to a rise in sea level. Present predictions
indicate the sea will rise by 8 to 30 cm by 2030 and 30-110 cm by 2100.
A 1 mm rise in the bay of Bengal would result in a lost of 12% to 18% of
the countrys land. This is very much alarming for Coxs Bazar and
Kuakata Sea beach.

Markets and marketing

-

The study found that major portion of the visitors come to Bangladesh on
business purposes but in case of outbound tourism of BD, major portion
of visitors go abroad for recreational purposes.
Study reveals that January is the peak season of International tourist
arrival in Bangladesh and off season is the rainy season.
Tourism market share analysis of International tourists in SAARC
countries shows that Bangladesh is the seventh among the SAARC
countries.

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-

Happy planet index raking 2012 show that the people of BD is happy and
gets the rank 11 among the 151 countries where our neighbor country
India is in 32nd position.

Economic Impact
- The direct contribution of Travel and tourism to GDP was BDT 193.0 bn
(2.1% of total GDP) in 2012 and Travel and Tourism directly supported
1,281500 jobs (1.8% of total employment).
- The study found that there are some tremendous investment opportunities
in BD. But infrastructure weakness the electricity Road communication;
institutional problems like lending from bank, customs, vat and it etc., and
lack of good governance hinder this opportunities to pick-up these
investment opportunities by investor.

Human Resource development

-

There are very few institutions in BD which helps to develop human

resources for tourism industry. This incapability hinders the development
of tourism industry in BD.

Tourism organization and management

-

There is no separate ministry of Tourism in BD.

The function of BPC or NTO is very much limited for the development of
tourism industry in Bangladesh. Their functions are limited by running
hotels, restaurant and rest houses.
Bangladesh tourism board was formed in 2010. But till now their function
is limited by producing documentary films and arranging tourism events
which is very much dis-regretful for this sector.

Chapter six explores the diagnostic analysis of contemporary macro environment

trends in Bangladesh. The major findings are

The population reveals that there are a greater proportion of older and young
people. So it is noteworthy for those involved in the tourism industry that this
population structure necessitates a segmented approach in meeting the travel and
leisure needs of the individuals belonging to each group.
The study found by analyzing age group is that most people tend to remain single
and it is most noticeable among the people aged between 15 to 34. Again
marketers of tourism products and services must think of an effective way to
reach the different segments of this market as their needs differ from these with
families.
By analyzing household size the biggest change is found among households with
three to four persons. This implies that household income will be divided among
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fewer members, with subsequent rise in consumption which can lead to the travel
and tourism.
Another important finding is that average monthly income per household is
increasing day by day and in 2005 it was TK.7203. This signifies a greater
proportion of the population with having a higher level of disposable income.
Study found that people are living in different busy cities like Dhaka, where life
is stressful. There are few opportunities available for outdoor activities, other
than visiting the parks. As such there is growing appetite for soft adventure
outdoor life. Tourism entrepreneur can take this advantage.

Chapter seven deals with the exploration of tourist spots in Bangladesh. Major
findings of this chapter are

There is a very few literatures on the tourism spots in Bangladesh. Study reveals
the number of available tourism spots in different divisions are: Barisal Division89, Chittagong division-245, Dhaka Division-500 Khulna Division-217, Rajshahi
Division-238, Rangpur Division-149 and Sylhet Division-149.
Another important finding is that there is a place in Satkhira district named
Mandarbaria see beach which is unexplored by tourist till now. The sunrise and
sunset can be seen staying in the same spot.
Empirical study found that there are 30 forests in Bangladesh which is very much
promising for ECO-Tourism or forest based tourism and 82 tourist spots are man
made.
Another important finding in this chapter regarding food tourism is that there are
84 food items popular to the tourists in Bangladesh.

Chapter eight reveals the strengths and weaknesses, opportunities and threads of
tourism industry of Bangladesh. This analysis will help the tourism stakeholders to take a
more compressive decision for their strategic planning process.
Chapter nine discloses the condition of promotional activities that are undertaken by
relevant tourism stakeholders of Bangladesh based on Chittagong Travel Mart 2013.
Survey result found that level of usage of promotional activities or tools by tourism
stakeholders to attract tourists are not sufficient. The findings indicate that tourism
stakeholders use only 30% of promotional tools to uphold Bangladesh as a valued tourist
destination.
Chapter ten reveals the level of satisfaction of tourists on various tourist products
and services of tourism industry in Bangladesh. Research Hypothesis was that the
tourists were satisfied with the tourism products and services available in four icon
tourist spots of Bangladesh namely Coxs bazar, St. Martin, Sundorban and Kuakata; But
the research findings reject the Hypothesis. Tourist, as found in that research, is more or
less disatisfied on various tourist products and services.
Chapter eleven is to measure the image of tourist products and services of the four
tourist sports of Bangladesh. The research hypothesis assumed that there is no significant
difference between importance and experience of tourist products and services available
in four icon tourist spots of Bangladesh namely Coxs bazaar, St.Martin, Sundarban and
Kuakata with respect to image, which is rejected because survey result found that there
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is a significant difference between importance and experience of tourist products and
services with respect to image.
Chapter twelve reported the results of a field survey designed to study the safety and
security of tourists for development of tourism industry in Bangladesh. Accordingly the
attitude of tourists, the function of the tour operators and the safety issues in
accommodation sector are studied. To achieve the objective of the study the hypothesis
were: that the stakeholders do not perceive the importance of tourism crime, safety and
security in the study area; that the tourists feel safe and secured in and around the tourist
area; that the tourists are not aware of the key factors who are responsible for tourism
crime safety and security of the tourists in the study area; that the stakeholders are not
aware of the strategies that helps for fighting against tourism crime at the destination;
and that the regulatory measures undertaken by different tour operators, hotels, nearest
police stations are sufficient. But the survey results reject the entire hypothesis. So it
concluded that the safety and security measures taken to protect the tourists by tourism
stakeholders are not sufficient.
13.3: Conclusion
The simple and friendly people of Bangladesh along with its indigenous
communities, which live isolated from modern society and possess their own distinct
culture and way of life, make Bangladesh a unique attraction for tourists. Bangladeshis
are always happy to extend their hospitability to visitors, who should find it an enjoyable
place, especially with the improvement of law and order in the country. The tourism
resources of Bangladesh are immense, and the government of Bangladesh has given due
importance to the development of the tourism sector.The significance of tourism is
viewed from many angles like economic, social, cultural, political, etc. Tourism is now
the fastest growing and single largest industry of the world. The industry has attained the
impressive growth world-wide in terms of tourist arrivals and foreign exchange earnings
which has led the ever increasing competition among the destination countries and
gained the top priority in most of the destination countries. Every destination country is
trying to attract more tourists by drawing the attention and growing the interest among
the potential tourists through adopting effective marketing strategies because tourism is a
field where the customers want to know in advance about the attractions and facilities of
the destination. Marketers need to provide such necessary information to the prospective
tourists through different promotional measures and thus, try to motivate and attract them
to the sponsors destination. Though the growth of tourism is impressive world-wide, the
same in Bangladesh is not so. It is not because of lack of eye-catching tourists attraction
to the destination of Bangladesh, rather it is the result of inadequate promotional
measures. The contribution of Bangladesh tourism to the world tourism is very
negligible. Even the position of the country among the SAARC countries is at the bottom
line. As a result, the contribution of tourism in the economy of Bangladesh is very
insignificant. So, the concern authority needs to give priority and adopt necessary
strategies in order to attract a significant number of foreign tourists to visit the land as
well as the development of this industry.

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13.4 Recommendations
In order to achieve the objectives set out in this study, specific strategies need to
be developed and implemented in specific areas. The following are the recommendations
based upon the findings of the study13.4.1 Recommendations from the view point of current performance of tourism
industry in Bangladesh
13.4.1.1 Tourism product and service development
Bangladesh is a country of many contrasts. It is endowed with, among others,
many of the world's diverse climatic and geographic zones, abundant wildlife, sandy
beaches, archaeological sites and diverse cultures. However, Bangladesh has yet to fully
exploit this potential for tourist purposes as for many years. Bangladesh tourism has
mainly concentrated on sea beaches. Whence, there is a need to diversify the tourist
attractions in order to achieve balanced growth within the tourism industry and maximize
the benefits that can accrue from the sector.
It is important and necessary to realize the full potential of existing tourist
facilities. This entails developing new quality products and diversifying tourist
attractions. Emphasis is to be placed on, among others, the development of primary
tourist attractions, the improvement of tourist facilities such as accommodation as well as
the supporting physical and service infrastructure. The needed strategies for product
development include:
o Enhancing the existing tourist products and developing others.
o Developing the infrastructure, increasing and improving accessibility to
tourist products.
o Protecting and enhancing quality control mechanisms for tourist products
and services through legislation and regulations and by ensuring that
through community involvement, these benefits also reach the local
communities as this will also serve to ensure the protection of the
products and services.
13.4.1.2 Marketing
Direct accessibility, one of the main problems of marketing Bangladesh as a
tourist destination, should be increased. Concrete efforts need to be made to ensure that
Bangladesh truly becomes a favourite tourist destination. This will increase the viability
of the country's major tourist attractions. Bangladesh could easily become an all-rounded
as well as single holiday destination point if other product elements, particularly the
beach resorts and cultural attractions were included in the tour packages. More resultoriented marketing strategies are therefore needed. Emphasis should be placed on
obtaining a precise understanding of customer needs, developing and delivering the
products customers desire, having adequately skilled staff in place and utilizing
information technology as a marketing tool. The needed marketing strategies of this
policy include:
o Identifying and locating the target market with a view towards putting
into place cost-effective means of communication and influencing the
market segments identified.
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o Supporting the promotional activities of operations in the tourism industry
such as hoteliers, tour operators and travel agents.
o Providing the pre and post-vacation services needed to ensure customer
satisfaction (satisfying the "value-for-money" requirement).
o Encouraging students in secondary schools to undertake tourism studies
that will be introduced in collaboration with the responsible ministry.
o Encouraging institutions to hold their annual meetings in areas with
tourism attractions.

13.4.1.3 Infrastructure Development

The operation of a competitive tourism industry largely depends on the quality of
the infrastructure. The existence of good and well-functioning telecommunication
systems; land and air transportation services, and adequate and up-to- standard
accommodation facilities are vital for the industry as it assures the accessibility,
efficiency and quality vis--vis these services and facilities, for the benefit of the tourist.
The problem of Bangladesh tourism industry is to failure to deliver services that provide
customer satisfaction, It is thus imperative to establish quality information networks,
through the promotion and greater use of Information Technology (IT) in the tourist
industry and the development of business networks. Needed strategies for infrastructure
development include:
o Upgrading, developing and maintaining a multi-modal transport system of
surface (road and rail), river and air transport in a rational network that is
friendly to the environment.
o Enhancing the provision of national infrastructure networks through the
maintenance of links between national entry and exit points as well as
important international networks.
o Providing points of access into the country and new tourist routes leading
to tourist attractions.
o Encouraging adequate, high quality, efficient and environmentally
friendly communication services responsive to the increasing needs of the
tourism sector.
o Providing support and assistance for the renewal, upgrading and
replacement of existing accommodation facilities and the establishment of
additional facilities of the kind.
13.4.1.4 Development of Human Resources
Tourism is one of the sectors with a high employment creation potential.
Significant expansion and growth in the tourism industry is currently taking place; e.g. in
the provision of services, accommodation, local transportation, and recreational facilities
and businesses associated with the country's rich and diverse cultural heritage that are
friendly to the environment. Human resource development is a basis for enhancing the
national capacity to manage and develop Bangladesh tourism sector. Given the need for
appropriate and specialized skills within the tourist industry, it is imperative that greater
effort should be put into the building of capacities in this sector. Being a service-oriented
industry, it is imperative that those engaged in the tourist industry should ensure that
customers obtain good value for their money. There is therefore a need for, among others, formal and in-service training, refresher courses, workshops, seminars, study tours
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and an increase in private sector involvement in this arena. Needed strategies for
employment and human resource development include:
o Developing and investing in the training of qualified local personnel at all
levels for the industry and developing comprehensive skills and training
programmes. Stronger emphasis will be directed towards the development
and training of the local human resource for all management positions.
o Establishing more training facilities for the tourist industry.
o Developing a competent workforce in the sector by nurturing a pool of
creative, capable and internationally oriented managers, encouraging
labour efficiency and devising cost-effective measures.
o Establishing co-ordination and regulatory mechanisms in order to ensure
that academic and professional quality required is maintained.
o Promoting the provision of formal training in the tourist industry which is
occupational-specific and practical-oriented, promoting self-employment
and the enhanced use of local cuisine, materials and resources.

13.4.1.5 Environmental Protection:

The relationship between the environment and development of sustainable
tourism is so closely knit that the two cannot be dealt in isolation. Protection,
enhancement and improvement of various components of man's environment are
therefore among fundamental conditions for harmonious development of tourism.
Needed strategies for environmental protection include:
o To monitor and review environmental protection measures in tourism.
o To ensure that laws and regulations governing land use along the coast,
rivers and lakes are strictly observed in all tourism development projects
and recreational activities.

13.4.2 Recommendation from the view point of diagnostic analysis of contemporary

macro environment trends in Bangladesh
Based on the changing demographics, socio-economic and psychographic trends of
Bangladesh the following strategic implications for tourism marketers are recommended:

Increased levels of income have enabled a greater proportion of the population to

undertake tours previously reserved for the affluent class. People with average
level of disposable income can now travel to tourism destinations easily. So
tourism entrepreneurs can look forward to arrange tours for these kinds of people.

The aging population of Bangladesh reveals that there is a greater proportion of

older and young people. The necessity to travel for these older and young people
may differ from the rest of the population. For instance, older people may need a
more leisurely place in their itinerary to enjoy the tour without jeopardizing their
health. In addition, special tours for health rejuvenation and exercise can also be
arranged.

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Bangladesh is a country of multi religion. So there are more opportunities to

organize tours which emphasize the spiritual aspects of life. For marketers, it may
be necessary to introduce new services to meet the aspirations of this group of
potential tourists.

With more married women working outside, with smaller households, there are
ample opportunities to introduce family oriented tours. Such family oriented tours
may take several forms. One type could be designed mainly for relaxation and
recreation, where the family members could spend time together. Another type
could be for the benefit of the children who accompany their parents on these
tours to provide educational benefits or opportunities for cultural appreciation
among the children.

With the increased educational attainment of the population, it may be necessary

to plan all tours keeping in mind that it may no longer be possible to simply send
people to a place of interest to take photos only. Tourists with advanced
education may need better services or prefer to develop a deeper understanding of
the countries or places they visit by studying them before, during, or after a trip.
It may be necessary to employ educated and sophisticated tour guides. The level
of professionalism of the tourism industry must be upgraded to meet the need of a
new generation tourists.

A greater variety of tours must be planned by the tour operators. The tourists who
travel more frequently may desire to visit more exotic places or countries, instead
of going to the more traditional tourist spots that they have visited before. In
addition, tours which emphasize an appreciation of culture, history and even
religion can be planned. Tourism marketers must be ready to offer many
possibilities of adventure and exotic experience.
Marketers should be able to gauge the changing trends in the tourism industry
and make an attempt to satisfy the needs and wants of their customers. Ultimately
ignoring these changes only mean that the products or services will not be
required by the market, and this must be avoided at all cost.

13.4.3 Recommendation from the view point of an empirical study on exploration of

tourist spots in Bangladesh
Even though the results and findings of this chapter is somewhat exploratory in
nature, it is expected that the information produced and the implications of the study may
be of help to tourism planners, policy-makers, and marketers to build more competitive
tourism destination environments and enhance Bangladesh good position in the world of
tourism industry. The following strategies are recommended13.4.3.1 Form an organization named Tourism Finance Corporation of Bangladesh
(TFCB)
Government can developed this specialized financial institution to cater to the
needs of the tourism and related activities, facilities and services viz. hotels, restaurants,

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holiday resorts, amusement parks & complexes, safari parks, ropeways, cultural centres,
convention halls, transport, travel and tour operating agencies, air, taxi service etc.
13.4.3.2 Package of Incentives for promoting private investment in the tourism
sector
For Attracting Private Investment in the Tourism Sectors, the following
incentives should be available:
i) Priority Status
Hotels and tourism related activities are declared as priority sector for foreign
investment. As a result, 100% foreign equity is permissible in the sector and automatic
approvals are also granted by the Bangladesh Bank for foreign equity upto 51% and
subject to specified parameters.
ii) Interest Subsidy
Approved hotels up to 3 star category and heritage hotels outside the Dhaka is
eligible for interest subsidy ranging from 3% to 5% in respect of loans taken from
Government commercial Bank of Bangladesh. This subsidy increases in the case of
hotels constructed in the travel circuits-cum-destinations identified for intensive
development under the National Action Plan for Tourism (NAPT).
iv) Concessional Customs Duty
The import of capital equipment by hotels and restaurants, travel agents and tour
operators is allowed at a concessional rate of customs duty. Equipment for adventure
sports can also be imported at a concessional rate of duty. Customs duty on specialized
food items has also been reduced.
13.4.3.3 Tourism Investment Facilitation Cell
This cell has to be set up for providing assistance to perspective entrepreneurs,
including the following:
- Prepare investment profile for each divisions.
- Establishing linkages with embassies and other institutions.
- Process investment proposals received from both local and foreign investors and
obtain various approvals and clearances from various agencies .
- Assist entrepreneurs in getting import licenses, finance, land etc.
- Provide technical assistance.
13.4.3.4 Create Tourism Development Fund
Tourism development fund should be created for financial incentives such as
loans and grants which would provide for private and public tourism investment projects.
13.4.3.5 Tourists lifeline
The following tourist lifeline should be provided in major tourist circuit:
- Twenty four hours tourists lifeline manned phones for assisting tourists to
contact in case of emergency.
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-

Program to launch the complaint and definite follow-up procedure to book the
erring establishments.
Utilization of computers and other latest equipment in processing of all tourism
based activities including police complaints etc. in order to process them at the
shortest time duration.

13.4.3.6 Centers imparting Hospitality education, Research & Training

For the promotion of tourism proper initiative should be taken to set up centers
imparting training in hospitality education.
-

Conduct short term courses or crash courses in identified areas for the existing
manpower engaged in the tourism industry.
Start new courses, vocational at the undergraduate level and regular courses of
the post-graduate level in Hospitality Services and Tourism.
Undertake scientific market research from time to time and devise marketing
strategies for the development of this sector.
Organize meetings of the Government Departments industry and the associations
of tourism and supportive industries for mutual interaction.

13.4.4 Recommendation from the view point of focus on promotional activities in

developing tourism Industry of Bangladesh: The case on Chittagong Travel Mart
2013
Based on the findings of the study, the researcher put forwards the following
strategies for the managerial implication to improve the promotional activities of tourism
industry in Bangladesh
13.4.4.1 Using social media for tourism marketing
Nowadays, internet has become a part of our life. People spend a big portion of
their time everyday using the internet, chatting with friends and acquaintances and
always want to be connected with them by different social media like Facebook,
YouTube, and different blogs and so on. Again the number of internet users is increasing
day by day. Hence, for tourism marketing, social media can be effective tools because
through social media tourism stakeholder can communicate with larger community that
may not have been available via traditional advertising channels.

13.4.4.2. Raise Allocation for Promotional Funds

Bangladesh does not have that level of capability to compete with the worlds top
tourist generating countries, but it has the capability to compete with the member
countries of SAARC or at least some other small countries of SAARC except India. To
compete with these countries, needs to conduct more promotional measures. But what
the amount is allocating presently for this purpose is not sufficient. Though the country
has not enough financial capabilities, but it can easily increase it promotional budget up
to 4 or 5 percent of it total earnings from this sector. In addition to that the authority
should have a plan for the effective use of the promotional budget. It will again help to
increase the earnings by attracting more tourists.
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13.4.4.3 Coordination among the Different Related Sectors

Bangladesh tourism industry needs the coordinated efforts and promotional
activities among the parties involved in this industry. Both the government sector and
private sector tour operators should take the joint programs for promoting Bangladesh as
a valued tourist destination.
13.4.4.4 Ensuring economic and social benefit
The success of tourism destinations promotional activities should be evaluated
not only in terms of arrivals, but also in terms of economic and social benefits and in
terms of the negative environmental and social impacts.
13.4.4.5 Event based promotional activities
The development of an event-related promotional strategy should be encouraged
in order to mainstream the development message, particularly encouraging the use of the
media in major sports events to promote sustainable tourism.
13.4.4.56 Use of modern Information and Communication Technologies
Opportunities provided by modern Information and Communication
Technologies (ICT) to raise awareness on sustainable consumption and operations in
tourism should be part of the marketing activities.
13.4.4 Recommendation from the view point of tourist satisfaction and image on
tourism products and services for development of tourism industry of Bangladesh
Based upon the results of this study, several recommendations can be made to
increase tourists satisfaction with the Virginia Historic Triangle. In other words, they
should focus more on maintaining or improving factors that contribute to the overall
satisfaction of tourists.
13.4.4.1 Develop tourism on core and naturally available resources
The success of the tourism industry of Bangladesh depends on two of its core
natural strengths: one arising out of its geographical positioning and the other from its
cultural heritage. The Sundarbans as well as the Coxs Bazar Sea Beach already have
been showcased and accepted internationally. The initial tourism efforts of the state
should be focused on these two areas of strengths.
13.4.4.2 Building Distinct image
The image of Bangladesh is not always positive. So the tourism spots focused
should go for developing a brand and image of its own that would make it distinct even
from Bangladesh. Therefore, a distinct identity might be imperative. This strategy
essentially may protect the tourism destinations from the fluctuations that affected the
country and that often created strong negative currents internationally.
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13.4.4.3 Compete internationally as well as locally

To strive for the betterment of the tourism industry the competitive arena should
be international destinations like Bali, Mauritius, Maldives, India and Seychelles.
Accordingly, studies of these destinations and parallel efforts should be directed towards
achieving the quality and product development standards demanded by international
travelers to such locations. It also needs to be focused on international participation and
affiliation. Some existing tourism spots should be put into competition among
themselves as international tourism destination.
13.4.4.4 Create Social awareness and responsiveness
Public awareness and responsiveness need to be built for acknowledging the
importance of tourism and tourists. The beauty of the country should be preserved for
business and holiday travelers.
13.4.4.5 Let the professionals lead

The tourism industry should be managed in a professional manner. Right people

should be in the right place who should shoulder the responsibility of achieving result.
The traditional scenario of promotion, transfer and posting of key personnel should
give a way to manage the industry consistently with professional hands.
13.4.4.6 Package the product to align with international trends
Every tourist spots should come forward with products for the intended
customers. They should be very clear about the kind of tourist they want, and the
requirements of this target segment should be comprehensively addressed. We should
aim at creating world-class products with ordinary people, using local resources. The
small scale of development and the cultural affinity to the local environment should go
hand in hand with the goal of the new age traveler. So marketing should be deliberate
and targeted.
13.4.5 Recommendations for tourist safety from the viewpoint different tourism
stakeholder
13.4.5.1 Accommodation
For accommodation companies it is important to make sure not to turn the stay
into survival for the tourists. They also believe that safety precautions are specific to
each product. For them safety is:

Ensure physical safety of the clients.

Ensure Fire safety.
Ensuring safety in emergencies.
Making clients feel more comfortable and secure in the hotel.
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Keep risk to life and health of clients at an acceptable level.

The rooms should have peepholes and safety locks in the doors. The rooms
should have safety guidelines for the customers, for example concerning fire
safety and other emergencies. All the evacuation routes should be marked.
Risks can be eliminated by training hotel staff.
Hoteliers should use Safety in marketing and sales.
Hoteliers should use supervision equipment.
Hotels should have prescribed policies and procedures.

13.4.5.2 Police
Safety from the point of view of the police means an undisturbed state of people,
property and environment, and when disturbance occurs; immediate and accurate help is
needed. In the light of above, activities of tourist police of Bangladesh should be

24 hours patrolling within the tourist area.

Opening tourist police post in different area of tourist destination.
To provide information on travel security.
To ensure hassle free trip by keeping hawkers, beggars and street children away
from tourist.
To assist tourist whenever need arises.
To register tourists complaints and to provide police report in case of theft or loss
of items.
To maintain safety environment mainly in tourist area.
To inspect hotel, motel, guest house, tour agencies and other facilities for safety
of tourist without doing any disturb of tourist.
To control unlicensed tourist guide, shops etc.

However, it is not possible to wipe out tourism crime completely. Real security starts
with observing ones personal security. So the need is to observe personal security.
13.4.5.3 Tour operator
For tour operator companies it is important to make sure not to turn the tour into
survival for the tourist. They also believe that safety precautions are specific to each
product. From the view point of tour operators, recommendation s are

Follow safety rules in all their activities.

Should give briefing before starting the journey to tourists, to respect the local
people and must commit themselves to acting in adherence to local laws since
people across the world dress, eat and live differently and follow different values
and norms.
Use of qualified guides who are also able to render first-aid in case of necessity.
Obligatory recommendations to the clients how to dress and what to have on the
tour (such as GPS devices, matches, ropes, etc).
Checking equipment and familiarizing clients with safety rules prior to and
during the tour.
Life saving equipment (life vests, maps etc).
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Tools for repairing the equipment in the field.

Right choice of speed on the route and allocation of sufficient time for rest.
Should maintain close communication with their tourist prior to departure and in
addition an Emergency Duty Officer is available 24 hours a day to deal with any
unforeseen circumstances of the tourist.

13.4.5.4 Tourist
13.4.5.4.1 Tourists common-sense Dos and Donts

Never accept lifts from strangers.

Wherever possible, travel in pairs or groups - dont walk in the streets at night
alone.
If you sense that an area of town doesnt feel right dont go there.
Dont talk about money or your financial situation with strangers, or in public
places where you can be overheard.
Dont swim anywhere until youve checked with an accredited person that the
swimming is totally safe. This includes rivers, lakes, innocent-looking ponds,
the ocean.
Dont swim in strong currents or heavy seas its very dangerous and many
people whove thought to themselves, Oh, but Im a strong swimmer, have
found out that theyre not strong enough.
Dont go out in a boat unless youre with an experienced guide or sailor.

13.4.5.4.2 Tourists Safety dos and Donts

Do

Consider safety in your choice of destination, bearing in mind that all travel
involves some risk.
Check the tires, brakes, lights and safety belts on any hire vehicle.
Be aware of local traffic patterns even if walking or cycling.
Consult with a reputable source (e.g. airport or hotel information, restaurant) for
are liable taxi service.
Use vehicle safety belts where available.
Wear a helmet if riding a horse, bicycle or motorbike.
Check fire exits in discos, clubs and hotels.
Check depth of water before diving.
Supervise children at all times when near water.
Dress modestly and avoid wearing jewelry or clothing that brings attention to
yourself.
Advise someone of your travel plans.

Dont

Drive, or be driven, at night on poor roads.

Travel on overcrowded, poorly maintained ferries, trains, buses.
Travel alone at night unless you are sure of the area.
Strike up a conversation with a stranger who approaches you on the street.
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Agree to use illegal drugs or carry them for others.

Display expensive jeweler and watches.
Attempt to resist a mugger.

13.4.5.4.2 Money Precautions

Check the validity, expiry dates and cash available on your credit or debit card(s).
Make a note of your card numbers and the 24-hour emergency numbers and keep
them separately.
Keep some backup funds in separate bags during your travel.

13.4.5.4.3 Medical Preparation

Pack medication in your hand luggage.

Stay healthy. If you need to take medicine, ensure you continue to do so and
ensure that you tell Travelers about what you are taking this is a requirement.
13.4.5.4.4 Possessions

Travel as lightly as possible.

Ideally do not take expensive equipment unless necessary.

13.4.5.4.5 Stay in touch

Phone Home! Tell your family that youve arrived safely and try to stay in touch
regularly.
If you go off on your own sightseeing or for whatever the reason, always tell
someone where you are going, and write the information down for him or her if
necessary.
Always keep your Travelers ID card and a mobile phone on you at all times.
It is recommended that you set up an In Case of Emergency (ICE) number on
your phone in case you are involved in an accident of some sort.

13.4.5.4.7 Local customs

Seek as much local knowledge as possible. Make this an objective when you
arrive.
Respect local customs and dress codes.
Be tactful about your views on cultural differences/religions.

13.4.5.4.8 Theft and muggings

If youre unfortunate enough to be mugged, Give them your valuables. Dont

fight. Dont argue with them. Just throw your purse or watch or whatever it is
they want at them theyll be surprised at the gesture and you may have chance
to escape. Injuries (or worse) are not worth your material possessions.
Theft: If you have anything stolen, report it to the police immediately.

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13.4.5.4.9 Female travelers

Women need to take extra security precautions when traveling alone. Its a fact
that women need to travel with a little special care. Here are some tips every female
traveler should remember.

13.4.5.4.9.1

Clothing and behavior

Think about how your clothing will fit in with local customs and attitudes. Look
at what the local women are wearing if you feel you need guidance. Dont wear
expensive jewelery. Wear dark glasses that can boost your confidence and reduce
harassment, but remember to remove them when talking to people.
Consider wearing a wedding ring even if you dont usually. It can help you avoid
harassment.
Be wary of new-found friends. Dont tell strangers where you are staying or
give out too many details about your travel plans.

13.4.5.4.9.2 Traveling around

If you are traveling alone you may attract unwelcome attention and you may
receive unwelcome propositions or remarks. It is usually best to ignore them and
to avoid eye contact.
Act confidently. Plan your daily tour. Know where you are going and what you
are doing. Leave details of your plans with your hotel or guesthouse. Make sure
when you go out you know how to get back. Some guesthouses give you cards
that show you how to get back.
Never accept car rides from strangers. Ask the local guesthouse to recommend a
taxi firm
Consider carrying a rape alarm.

13.4.5.4.9.3 Hotels and guesthouses

Use only a first initial when checking in. Dont put Ms, Miss or Mrs.
Never leave your key where someone can note your room number.
Do not leave your window open if your room is on the ground floor
Never open your room door to anyone maintenance, flower delivery or whoever
without checking with reception to verify the service.
If the guesthouse provides a safety box or safe use it
!
13.4.5.4.9.4Going out

Avoid risky situations such as traveling or walking alone at night or drinking by

yourself in a bar.
Alcohol can affect your judgment and your ability to react. Be aware of your
environment and stay in control.

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13.5 Direction for further research

Research is always a cumulative endeavor. The present study is an initial
probe. It is therefore necessary to recognize that much further research is required to
develop the tourism industry in Bangladesh.

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science Halfway house, International Thomson puplication Southern Africa Private
Limited
Walle, A.H. (1997). Quantitative versus qualitative tourism research. Annals of Tourism
Research.24(3), pp.524-536.

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Zahra I (2012)Destination image and tourism: A case study of Bangladesh European Journal
of Business and Management. ISSN 2222-1905. Vol 4, No.6, 2012.p23
Zikmund, G.W (2008) Business research methods, Thomson southwestern publication, Eight
Eddition
Zikmund, G.W (2008) Business research methods, Thomson southwestern publication, Eight
Eddition
.,
Online References

WTO (2005) UNWTO Tourism Highlights, available from: http://www.world-tourism.org

/facts/menu.html
WTO (2005) UNWTO Tourism Highlights, available from: http://www.world-tourism.org/
facts/menu.html

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Development of Tourism Industry In Bangladesh: Issues And Strategies

14.2 Appendices
14.2.1 Questionnaire-A
Focus on promotional activities in developing tourism Industry of Bangladesh: The
case on Chittagong Travel Mart 2013
(I solicit your valuable cooperation in filling up this questionnaire. Information collected from you
will make a meaningful contribution to the fields of recreation and tourism, as well as development of
this sector. All information collected from you through this questionnaire will be kept in strict
confidence.)
A.

About the Respondent

Name: ______________________________________
Designation/ Position: _________________________
Gender:

Male

Female;

Email:
B. About the Organization

Name of the Organization: ____________________________

Year of Establishment: _______________________________
Ownership

Government

Private

Other

C. Promotional Activities Undertaken

01. Which Advertising tools do you use to attract the tourists? (Choose one or more of the following)
Advertising on national T.V.

Local T.V.

Newspapers and magazines

Advertising in cities

brochures and booklets

sport stadiums

Radio

Internet
billboards and posters

Participating in trade fairs/exhibitions

02. Do you think amount spent in Taka by your organization for advertising to attract tourist is enough?
Strongly agree

Agree

Neutral

Disagree

strongly disagree

03. Which Sales promotion tools do you use to attract the tourists? (Choose one or more of the following)
Free samples
Coupons

Premium or Bonus offer

Presenting gift

Price-off offer /discount

Money back offer:

04. Do you think amount spent in Taka by your organization for sales promotion to attract tourist is enough?
Strongly agree

Agree

Neutral

Disagree

Strongly disagree

05. Which Personal selling promotion tools do you use to attract the tourists? (choose one or more of the
following)

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Face-to-Face interaction
Supply of Information:

Persuasion

Flexibility:

Promotion of sales

Mutual Benefit

06. Do you think amount spent in Taka by your organization for personal selling to attract tourist is enough?
Strongly agree

Agree

Neutral

Disagree

Strongly disagree

07. Which direct marketing promotional tools do you use to attract the tourists? (choose one or more
of the following)
Face-to-face selling

Direct-mail

Catalogue selling

Telemarketing

Television marketing
08. Do you think amount spent in Taka by your organization for Direct marketing to attract tourist is enough?
Strongly agree

Agree

Neutral

Disagree

Strongly disagree

09. Which Public relation promotional tools do you use to attract the tourists? (Choose one or more
of the following)
Participation in seminars/forums
and making donations

Press releases

Press product launches

Giving interviews to newspapers and mass media

Charities
Staged events

Publishing weekly or monthly newsletters about products

10. Do you think amount spent in Taka by your organization for public promotion to attract tourist is enough?
Strongly agree

Agree

Neutral

Disagree

Strongly disagree

11. Which On-line social networks promotional tools do you use to attract the tourists? (Choose one
or more of the following
Facebook.com

Twitter.com

LinkedIn.com

Google Plus

MySpace

You tube
12.Do you think amount spent in Taka by your organization for using online social network to attract tourist
is enough?
Strongly agree

Agree

Neutral

Disagree

Strongly disagree

13. What do you think who should take the responsibility to promote Bangladesh as a tourist
destination?
Government

Tour operator

Hotel Owner

Airlines Company

14. Which method do you follow to determine the promotional budget?

Affordable amount method
Based on the previous years expense

Percentage of revenue earning method

Objective and task method

Fixed amount method

Others

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Development of Tourism Industry In Bangladesh: Issues And Strategies

13.2.2 Questionnaire-B
An empirical study on tourist satisfaction on tourism products and services for
development of tourism industry of Bangladesh
(Good morning/afternoon and welcome to our tourist destination. We are pleased that you decided to stay here. If you
have spent at least one night at our destination we kindly ask you to participate in a survey which will help us make
your future stay here even more pleasant. The interview will take about 10-15 minutes and is conducted
anonymously.)

A. Visited Area [Give tick (

) marks]
Saint Martin
Coxs Bazar
Kuakata

Sundarban

B. DEMOGRAPHIC CHARACTERISTICS
Please make a tick [ ] in the box provided next to the most appropriate response.
1. Gender
2. Age

Male

Female

1-15

3. Marital Status

16-25
Single

26-35

36-45

46 - Above

Married

4. Level of Education
Primary Education
Secondary
Graduate
Post Graduate

Secondary Education

Higher

5. Occupation
Students
Self Employed
Professional (Teaching, Doctors, Engineer etc.)
Manager / Executive
Government Officer
Unemployed
Retired
6. Your family income per month
Less than Tk 20000
More than Tk.40000

Tk.20001 Tk.30000

Tk.3000l Tk.40000

C. Travel Behaviors Information

7. Holiday Organization Mode

Individually
8. Accompanying Person
Travel alone
Others

9. Length of stay

Spouse

0-1 Day

Package tour

Others

Spouse and children

2-3 Days

4-5 Days

Friends/relatives

6 and more Days

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Development of Tourism Industry In Bangladesh: Issues And Strategies

10.How would you rate your satisfaction during your trip for the following? Give tick (
) marks
Quality of public transport
Local tourism transportation
efficiency/quality
Overall cleanliness of the streets and
public places
Touring the city or easiness to get around
Display Tourist maps & information
boards

Accessibility
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied

Tourism services
Availability of tourism information center Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Availability of tourism signals
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Availability of daily tour services
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Availability of health services and
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
facilities
Cooperation of tourist police
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Accommodation and restaurants
Comfort and cleaning of the hotel
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Hotels bathrooms and toilets
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
The friendliness and competence of
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
hotels manager, staff, security staff
personnel etc.
The quality and variety of restaurants
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Quality of food and beverage of the
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
restaurants
Entertainment facilities
Availability of shopping facilities
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Water based activities (e.g. swimming,
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
surfing, boating, fishing
Comfort and cleanliness of beaches or sea Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Special events/festivals
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Availability of music club, theatre hall,
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Cinema hall.
Quality of life
Traveled around the destination
Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied
Walked alone after dark

Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied

Feeling of personal safety and security

Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied

Feeling about night life

Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied

Availability of public toilet and cleanness

Very satisfied / Satisfied /Average / Not satisfied/ Dissatisfied

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Development of Tourism Industry In Bangladesh: Issues And Strategies

13.2.3 Questionnaire-c
Focusing on image issues of tourism products and services for developing tourism
industry of Bangladesh
Dear Sir or Madam,
Good morning/afternoon and welcome to our tourist destination. We are pleased that you decided to stay here. If you
have spent at least one night at our destination we kindly ask you to participate in a survey which will help us make
your future stay here even more pleasant. The interview will take about 10-15 minutes and is conducted anonymously.

A. Visited Area [Give tick (

) marks]
Saint Martin
Coxs Bazar
Kuakata

Sundarban

B. DEMOGRAPHIC CHARACTERISTICS
Please make a tick [ ] in the box provided next to the most appropriate response.
6. Gender
Male
Female
7. Age

1-15

8. Marital Status

16-25
Single

26-35

36-45

46 Above

Married

C. Travel Behaviors Information

4. Holiday Organization Mode

Individually
5. Accompanying Person
Travel alone
others

6. Length of stay
Days

Package tour

Spouse

0-1 Day

Other

Spouse and children

2-3 Days

Friends/relatives

4-5 Days

6 and more

7. How did you arrive to this destination

By car

By bus

By air

By river way

By train

8. Where did you hear about this tourist destination? (mark the appropriate answer, more answers
possible)
I already knew of it
Books and guides

The Internet.

Friends and relatives

Travel agency

Media

Fairs and/or exhibitions

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Development of Tourism Industry In Bangladesh: Issues And Strategies

Very
dissatisfied

Dissatisfied

Neutral

satisfied

Very satisfied

completely
unimportant

unimportant

Your experience about this

element

Neutral

HOW IMPORTANT IS THIS

ELEMENT?

important

ELEMENTS OF TOURIST
DESTINATION

very important

9. Below are listed some elements that you might consider when you chose a tourist destination. We ask you to
evaluate them twice. First, please indicate HOW IMPORTANT is each of these elements to you when you chose any
tourist destination (in general) (rate them on a scale 1 - Very important 5 - completely unimportant). Then we ask
you to indicate on a scale 1 5 to what your experience with the statement at this tourist destination (where 1
means very satisfied, 5 - very dissatisfied).

Accessibility
The destination can be easily reached
Overall cleanliness of the destination
Unspoiled nature
Climate conditions
Diversity of tourist attractions
Safety and Security
Personal safety and security
Accommodation safety and security
Condition of various Roads and Highway
and transport
Cooperation of Tourist police
Availability of Hygiene food and beverage
Value of Money
The quality of the accommodation (hotel,
motel, apartment)
The rent of accommodation (hotel, motel,
apartment) in this tourist destination is
reasonable.
The prices of additional offer at this tourist
destination (i.e. prices of food and drink,
prices of souvenirs, prices of handcrafted
products, prices of excursions, prices of
beauty and relaxing programs) are favorable
Staying at this tourist destination is worth
every taka paid
Overall, staying in this tourist destination has
been very valuable to me
Tourism services
Availability tourist information center
Local transportation services
Availability of tourism signals
Staff at this tourist destination is friendly
towards the guests
Availability of public toilet
Entertainment Facilities
Night life and entertainment
Availability of water sport facilities and
recreational activities
Special ffer of cultural and other events
Availability of music club, theatre hall,
Cinema hall
Possibilities for shopping

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Development of Tourism Industry In Bangladesh: Issues And Strategies

13.2.4 Questionnaire-D
Focusing on Safety and Security issues of Tourist for Development of Tourism Industry in
Bangladesh
(I solicit your valuable cooperation in filling up this questionnaire. Information collected from you
will make a meaningful contribution to the fields of recreation and tourism, as well as provide a better
safety and security of tourist in the study area. All information collected from you through this
questionnaire will be kept in strict confidence.)
A. Visited Area [Give tick (
Saint Martin

) marks]

Coxs Bazar

Kuakata

Sundarban

B. DEMOGRAPHIC CHARACTERISTICS
Please make a tick [
9. Gender

] in the box provided next to the most appropriate response.

Male

10. Age

Female

1-15

25-34

11. Marital Status

Single

35-44

45-54

55- Above

Married

12. Level of Education

Primary Education

Secondary Education

University Graduate
13.

University Post Graduate

Length of stay
0-1 Day

14.

Higher Secondary

2-3 Days

4-5 Days

6 and more Days

Occupation
Unskilled

Semi- skilled

Unemployed
7. Your family income per month
Less than Tk 7000

Skilled

Professional

Retired

Students

Tk.7001 Tk.15000

Tk.1500l Tk.25000

More than Tk.25000

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Development of Tourism Industry In Bangladesh: Issues And Strategies

C. TOURISM CRIME & SAFETY UNDERSTANDING AND MAKE-UP
01. Which of the items or phrases listed below, describe a safe and secure tourist environment?
Protected traveling arrangements for tourists
Visible presence of police in most tourist areas
Transportation of tourists in separate / different motor cars
Transportation in or usage of public transport by tourists
Presence of police stations in tourist areas
Visit to crowded public areas such as the beach, supermarkets.
Availability of tourist information centers
Providing a welcoming and friendly atmosphere to visitors
Other

1
2
3
4
5
6
7
8
9

02. Tick three items or phrases listed below, which mean/ describe tourism crime according to
you.
Statements on crime and safety
related to tourism
It is crime committed at tourist
attractions by anybody.
It is when tourists become victims
of crime
It is the absence of safety and
security measures to the tourists
It is any type of crime committed
against any person.

Yes

Response
No

Not sure

03. Who do you think, who are responsible for increasing tourism crime in Kuakata / Saint
Martin / Coxs Bazar / Sundarban?
National government
Local government
National Political Organizational Ideology
Community as a whole
Unemployed local people
Illegal aliens or foreigners
Private sector agencies
Some people with criminal tendency
The tourist themselves
Organized crime syndicates

1
2
3
4
5
6
7
8
9
10

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Development of Tourism Industry In Bangladesh: Issues And Strategies

04. Rank in order of importance [01-10] those Items of Tourism Crime, Safety and Security
which you think are vital for improving the tourism crime situation in Kuakata / Saint
Martin / Coxs Bazar / Sundarban ?
Education and training of people
Creation of more and better jobs
Safe and secure transport facilities
Marketing and promotion of tourism
Improve the cultural of tolerance
Increasing tourism awareness & benefits
Involvement of the community in tourism related maters
Regional co-operation in tourism safety
Internationalization of tourism in local areas
Other (specify)

1
2
3
4
5
6
7
8
9
10

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Development of Tourism Industry In Bangladesh: Issues And Strategies

13.2.5 Questionnaire-E
Focusing on Safety and Security issues of Tourist for Development of Tourism Industry in
Bangladesh

(Accommodation Sector)
(I solicit your valuable cooperation in filling up this questionnaire. Information collected from you
will make a meaningful contribution to the fields of recreation and tourism, as well as provide a better
safety and security of tourist in the study area. All information collected from you through this
questionnaire will be kept in strict confidence.)

A. DEMOGRAPHIC CHARACTERISTICS
What type of accommodation establishment do you operate?
(Write down the code number in below)
Code-1 Hotels, Code-2 Guest house, Code-3 Lodge, Code-4 Resort
Answer:
How many employees do you have?
Answer:
How many rooms do you have?
Answer:
Who owns the business? Under what type of ownership is this establishment?
Code-1 Partnership, Code-2 Solo trade, Code-3 Family trust, Code-4 Company (Ltd.)
Code-5 Others.
Answer:
What facilities did you offer to your guests?
Code-1 Restaurants, Code-2 Bars, Code-3 Shops, Code-4 Sports, Code-5 Conference centre,
Code-6 Swimming pool, Code-7 other
Answer:
What is the main factor that contributed in the choice of the site of the business?
Code-1 Locality, Code-2 Destination attraction, Code-3 Availability of tourist, Code-4
Cheap labor, Code-5 Good law and Order Situation
Answer:
Tick any three items or phrases listed below, which mean/ describe tourism crime
according to you.
Statements on crime and safety
related to tourism
It is crime committed at tourist
attractions by anybody.
It is when tourists become victims
of crime
It is the absence of safety and
security measures to the tourists
It is any type of crime committed
against any person.

Yes

Response
No

Not sure

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Development of Tourism Industry In Bangladesh: Issues And Strategies

B. TOURISM CRIME & SAFETY UNDERSTANDING AND MAKE-UP

(Please write 1 if your answer Yes and write 2 if your answer No for the
following questions.)
Does the hotel have security department?
Answer:
If yes, does the hotel have well trained security personnel to protect the guest?
Answer:
If yes, does the hotel security officer wear uniform?
Answer:
Does the hotel member of the hotel association?
Answer:
Does the hotel have central safe deposit boxes?
Answer:
Does the hotel have CCTV in various location of the hotel?
Answer:
If yes in which location?
Code-1 Lobby, Code-2 Corridor, Code-3 Lifts, Code-4 Stairs, Code-5 Swimming pool, Code6 Restaurant, Code-7 Information desk.
Answer:
Does the hotel have fire alarm system?
Answer:
Does the hotel have fire extinguisher?
Answer:
Does the hotel have proper policy for handling lost and fraud system?
Answer:
Does the hotel take additional precautions in ensuring the safety and security of
single lady travelers?
Answer:
Does the hotel provide phone number in every room to communicate with the local
police?
Answer:
Does the hotels rooms balcony is attached with one another?
Answer:
Does the hotel have hygienic bathrooms and toilets?
Answer:
Does the hotel have comfortable and clean mattress, pillow, bed sheets and covers?
Answer:
Does the hotel have provision of childrens facilities (playground, baby-sitting,
swimming pool, etc.)?
Answer:
Does the hotel have boundary wall around the hotel?
Answer:

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Development of Tourism Industry In Bangladesh: Issues And Strategies

13.2.6 Questionnaire-F

Focusing on Safety and Security issues of Tourist for Development of Tourism Industry in
Bangladesh

(Tour Operator)
(I solicit your valuable cooperation in filling up this questionnaire. Information collected from you
will make a meaningful contribution to the fields of recreation and tourism, as well as provide a better
safety and security of tourist in the study area. All information collected from you through this
questionnaire will be kept in strict confidence.)

A. DEMOGRAPHIC CHARACTERISTICS
Name of your organization:
Year of establishment:
How many employees do you have? :
Tick any three items or phrases listed below, which mean/ describe tourism crime according
to you.
Statements on crime and safety
related to tourism
It is crime committed at tourist
attractions by anybody.
It is when tourists become victims
of crime
It is the absence of safety and
security measures to the tourists
It is any type of crime committed
against any person.

Yes

Response
No

Not sure

(Please write 1 if your answer Yes and write 2 if your answer No for the
following questions.)
Does the organization have the web address?
Answer:
Does the organization member of TOAB?
Answer:
Does the organization have license to do tourism business?
Answer:
Does the organization have permanent furnished office?
Answer:

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Development of Tourism Industry In Bangladesh: Issues And Strategies

B. TOURISM CRIME & SAFETY UNDERSTANDING AND MAKE-UP

(Please write 1 if your answer Yes and write 2 if your answer No for the following questions.)

Does the organization protect all tourists travel monies in a trust account if tourists
want until the tour is complete and everyone has returned home safely?
Answer:
Prior to confirming tour arrangements, all accommodation, transport and visits are
checked to ensure safety of the tourist by your organization.
Answer:

Do you maintain close communication with your tourist prior to departure and in
addition an Emergency Duty Officer is available 24 hours a day to deal with any
unforeseen circumstances of the tourist.

Answer:
Do you insists that all who travel are covered either by your organization
comprehensive Insurance, or if using their own, that this satisfies organizers liability
and repatriation.
Answer:
Does the organization have a database of risk assessments for the majority of its
accommodation, transportation, and the destination?
Answer:
Does the organization maintain 24 hours Emergency mobile phone facility?
Answer:
Does the organization maintain First Aid kit?
Answer:

Does the organization have a strict policy regarding use and abuse of alcohol, tobacco
and drugs by tourist?

Answer:
Does the organization give briefing before starting the journey to tourists, to respect
the local people and must commit themselves to acting in adherence to local laws
since people across the world dress, eat and live differently and follow different
values and norms?
Answer:

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Dissertation Title: Development of Tourism industry In Bangladesh: Issues

and Strategies
Name of Supervisor: Professor Dr. Md. Ashraful Islam Chowdhury
Department of Marketing
Faculty of Business Studies
University of Dhaka
Name of the Researcher: Md. Anisur Rahaman
Registration no.133
Session: 2008-2009
Department of Marketing
University of Dhaka

Abstract

Bangladesh is one of the countries of South Asia and located in North-Eastern part of this region.
If Bangladesh is known at all in the world of tourism, it is essentially because of the worlds
longest unbroken, clean sandy beach at Coxs bazaar, the largest mangrove forest of the worldthe home of the majestic Royal Bengal Tiger and spotted deer at Sundarban and the hospitable
and open hearted people of Bangladesh. This is a country where genuine adventure is not just a
possibility but a certainty. Lonely Planet ranked Bangladesh as the best value destination for the
year 2011 1 2. As a destination for tourism, Bangladesh is truly hard to beat. Yet the most notable
feature of the countrys topography is the diversity of its landscape; it is characterized by
wooded marshy lands and jungles with deep forest regions in sylhet, Rangamati, Khagrachhari
and Bandarban hill districts, Sundarbans ( the World Heritage site), Mymensingh and Tangail;
rare beauty spot of sunrise and sunset in fascinating kuakata; the oldest archeological site in
Mahasthangarh; the unseen relics of long forgotten Buddhist kingdoms, lush and lurid tea
plantations; tribal groups with Burmese faces; glorious beaches that stretch for eternity; fresh
water dolphins and deep water whales and many other delightful beauties of cultural and
historical heritage. These treasures are relatively unknown in the world and are rich resources for
the development of tourism in Bangladesh. But time has not yet past over. Still there are lots of
scopes and opportunities if Bangladesh attempts to highlight it as a tourist destination to the
potential tourists properly through implementation of some strategies like taking an effective
promotional measure, can take some initiatives to develop some infrastructural facilities,
facilitate easy access to different destination, building better image of Bangladesh and ensuring
safety and security of tourists, the country would be able to earn many times higher than the
present by attracting more tourists within a short time. But unfortunately, this sector has
1

Lonely Planet (2010), Lonely Planet's Best in Travel 2011. ISBN 978-1-74220-090-3.
Lonely Planet (2010), Top 10 best value destinations for 2011. ISBN 978-1-74220-090-3.

Page 1 of 2

remained almost in the dark and failed to draw proper attention to the government and the policy
makers. Against this back drop, research needs to explore the facts related to the sector for its
ongoing development in terms of developing various sectors of the tourism industry. Hence a
study on this area is essential to uncover the relevant facts. The main objective of this study is to
examine the various issues towards tourism development of Bangladesh and take an attempt to
establish overall directions for tourism development and suggest effective tourism strategies and
policies to alleviate the problems resulting from previous unplanned tourism development. With
this motto the research has been conducted which was both qualitative and quantitative in nature.
Research data were collected from the tourists, local government officials, police officers, local
community, owners / top executives from the hotels and tour operators in each study area of
Cozs Bazar, St. Martin, Sundarban and Kuakata. The respondents were randomly selected to
complete the questionnaire at the time of their visit in the study area. The responses were
analyzed using the Statistical Package of
Social Science (SPSS) and computer programme. This software helped to organize the data into
tables, charts and graphs and also perform statistical calculations that were pertinent to the data
analysis process. The research findings identify that there are some gap between expectation and
experience regarding some issues like current tourism performance by tourism stakeholders,
promotional measures undertaken by tourism stakeholders, destination image building,
enhancing tourist satisfaction and safety and security issues of tourists which hinder the
development of tourism industry in Bangladesh. As a result, policy implications emerging from
the results presented in this thesis are discussed and future strategies are suggested.
Key words: Tourism, Image, Tourists satisfaction, Tourism Stakeholder,

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