Final

Blekinge Institute of Technology
School of Management
Master Thesis
M.Sc. in Business Administration
The Use of Promotional Activities in the Tourism Industry: The
Case of Bangladesh

By
Md. akir !ossain "r. #laus Sol$erg S%ilen
I" & '()*)+,P((( Academic Su-ervisor
.,mail: m/ho)*0student.$th.se
hossain/'(0yahoo.com
"ate: )( une1 2))'
A$stract
This thesis is an attempt to investigate how the use of promotional activities can help
to develop the tourism industry by giving a special concentration to the case of
Bangladesh. The investigation was conducted from both a theoretical and an empirical
point of view. The contribution of the same industry to the world economy is
considerable. Many countries are now dependent on this sector for foreign currency
earnings. Every destination country is trying to achieve more gain by developing this
industry. The expansion of the tourism through out the world has increased
competition among the tourist destinations, trying to attract more tourists by adopting
appropriate marketing techniques and strategies. ailure of doing so by a particular
marketer will lead to a less competitive in the world tourism market.
!s an important element of marketing mix, promotion plays the vital role in
marketing any product and service. Tourism product"service is of no exception.
Because of the tourists want to know in advance about the attractions and the facilities
of a particular destination. The tourist also wants to know other related information of
his"her visit to make the same safe, secured and en#oyable. !s a result, dissemination
of information on travel and tourism$related products and services are highly
important. By using the different tools of promotion, marketers attempt to serve this
purpose and try to influence the potential tourists% attitudes in favour of the sponsor%s
destination and grow interest to visit the same.
Though promotion plays an important role in tourism marketing, the tourism
marketing in Bangladesh is far behind from reaching this goal, which leads to
incapacity to attract a significant number of tourists. This is mainly due to inadequate
and ineffective promotional measures of the tourism sector of Bangladesh. Both the
private and public tour operators of Bangladesh have the resource constraints and can
not afford the sufficient budget for the promotional purpose. !s a result, they can not
conduct the promotional measures for the said industry by using international media
which is essential for attracting the foreign tourists. They only depend on the local
media which is not sufficiently fruitful for an industry where the location of the target
market is diversified and they are located at the different parts of the world. &n
addition to that the low quality of promotional materials, improper distribution of the
materials, the perceived negative image by the potential tourists due to a wrongful and
negative reporting from international media adversely affect the tourism of
Bangladesh.
The research also revealed that the country has a positive trend in arrivals and
earnings and it can be increased to a singnificant level if the country can undertake
&&
appropriate promotion measures by increasing the allocation for this purpose. The
country also needs to employ creative people for this purpose and the quality of the
promotional materials also needs to be developed. The promotional activities should
also be directed in correcting the present image towards Bangladesh as tourists%
destination. By ensuring these measures Bangladesh tourism industry can emerge as
one of the ma#or contributors to the national economy of Bangladesh.
&&&
.3ecutive Summary
Title ' The Use of Promotional Activities in the Tourism Industry: The
Case of Bangladesh.
Author ' Md. (akir )ossain
Advisors ' *r. +laus ,olberg ,-ilen
Course ' M. ,c. Thesis in Business !dministration
"e-artment ' ,chool of Management, Blekinge &nstitute of Technology,
,weden
"ate ' ./ (une, 0..1
Pur-ose ' The main purpose of this study is to analy2e the current position
and future prospects of Bangladesh tourism industry and to
highlight how the promotion activities can play the role in the
tourism development of a country like Bangladesh. 3onsidering
this view, the promotional activities undertaken by the tour
operators of Bangladesh have been analy2ed to identify the
problems and limitation of the said activities. &n addition to that it
was attempted to find out the types of promotional activities most
suited for tourism in Bangladesh. inally, based on the findings,
some suggestions have been put forwarded to the policy makers of
the concerned authority.
Method ' The present research is a combination of both theoretical and
empirical. or the theorical foundation and analysis, the existing
literatures were investigated. The existing literature includes
published #ournals, periodicals, newspapers, related maga2ines,
&nternet etc. Most of the statistical data have been collected from
the related web pages. To collect the primary data from the
selected tour operators, a survey questionnaire has been used. To
analyse the collected data, different quantitative and qualitative
measures have been taken.
4indings ' &t is revealed that promotion plays a pivotal role in developing the
tourism industry in any specific destination as the tourists wants to
know in advance about the tourism attractions and facilities at the
destination. 4romotional measures are intended to provide the
information as required by the potential tourists and acts as vital
&5
force to draw the attention and grow interest to select that
particular destination to visit.
Though Bangladesh has some beautiful attractions to its
destination, it fails to attract the significant number of tourists
partly because of insufficient promotional activities. !s the country
lacks sufficient funds for this purpose, it can not take the necessary
promotional activities for this industry. To promote the tourism of
any destination one needs to launch the promotional activities
through e.g. international media like cable T5, world renowned
newspapers, maga2ines and other world coverage media. *ue to
resource constraint, the country can not use the international
media. !s a result, the country has to depend on the local media to
advertise the same which is not effective measure for attracting
foreign tourists.
The country also suffers from the image problem and the
international media most often highlight the country in a negative
way which causes potential visitors not to select Bangladesh as a
tourist destination. The real situation is different. To overcome this
negative image, international media coverage in a positive way can
play an important role. !s it is now the country does not have
enough funds, it can not launch effective promotional steps in
correcting the same. The government initiative in this regard is also
insufficient. !ll these cause the country to attracting insignificant
number of tourists and resultant effect is the failure of earning
sufficient amount of foreign currency. Therefore, the initiatives
concern authority of the government along with the tourism
authority is a must for correcting the image of the country to the
potential tourists in order to draw their attention and grow interest
to choose Bangladesh as a tourist destination and visit the same.
Bangladesh also lacks the infrastructural facilities to the standard
of international levels to its destination places. This important issue
needs to be considered immediately and in the priority basis before
going to promoting the same sector in order to develop the
industry. !gain it requires more investment for the same. The
participation of the private sector in the same industry is not also at
expected levels and even most of the private tour operators are new
in this area. They also have the resource constraint to play the
active role for the development of the industry. The effective steps
to encourage the private sector investment from the local as well as
from the foreign investors can contribute to develop the industry.
5
The country also lacks the coordinated efforts among different
ministries related to tourism like Ministries of )ome, 3ivil
!viation, 3ommunication, )ealth, 4lanning etc. which need to
overcome for the overall development of the industry. The
coordinated efforts can make the visit more safe, comfortable and
en#oyable and can fulfill the needs of the tourists.
The promotional activities of Bangladesh tourism are inadequate to
promote the industry in the world competitive market as it has to
depend on only local media and some printed materials like
brochures, folders, souvenirs, tourists maps, tourist guides etc. to
promote the same. !t the same time the quality of those printed
material is not up to the mark. &n addition, the use of information
technology is very negligible. The web page used by B43 needs to
well$designed and updated. The ultimate effects of all these
insufficient promotional steps lead to no significant growth of
tourism industry in Bangladesh though the industry and its market
have grown phenomenally in worldwide. &t is expected that
Bangladesh can en#oy a positive growth of this industry if proper
steps can be taken at least regarding the promotional aspects.
#ey5ords : Promotion1 Promotion Tools1 Tourism Industry1 Bangladesh
Tourism1 Tourism "evelo-ment1 Tourism Products6Services
5&
Acknowledgement
& am indebted to a number of individuals without whose assistance this research could
not have been completed in time. My first gratitude goes to !nders 6ilsson, 4rogram
!dministrator, M.,c. in Business !dministration and *ean, ,chool of Management,
Blekinge &nstitute of Technology 7BT)8 also extended his nice guidance and
cooperation during the problem formulation as well as preparing the research proposal
which preserve special thanks from the researcher.
& owe a great deal of gratitude to my supervisor *r. +laus ,olberg ,-ilen. )e offered
me constant guidance and many insightful and constructive observations throughout
the study. Basically, his support, encouragement and availability to discuss ideas and
problems have contributed much in completing this study. )e always kept me on task
and pointing out me back to my research ob#ectives. & really appreciate *r. +laus
,olberg ,-ilen, for his patience and high efficiency in guiding me in a proper way in
conducting this research. )is friendly guidance and cooperation which is very rare
inspired me to complete the whole work timely. )e preserves my special thanks.
The author is also grateful to all other teachers of ,chool of Management for guiding
and upgrading the knowledge through fulfilling the gap between previous and up to
date knowledge which will be useful in our future career. Thanks to all other staffs of
the ,chool for their nice cooperation during the whole study.
The author would like to convey the thanks to the authority of Bangladesh 4ar#atan
3orporation 7B438 for providing necessary data and related literature. ,pecial thanks
to one of my friends *r. Md. +amal 9ddin, !ssociate 4rofessor 7Marketing8 of the
9niversity *haka, Bangladesh for extending his nice cooperation in questionnaire
survey. !t the end, thanks to my family members who have been waiting for a long
time for my presence.
5&&
"edication
To my beloved sons
M. ,hafwan (arif
:
M. ,hafwan (avid
5&&&
Ta$le of Contents
Cha-ter 7 Introduction......................................................................................7
;.; &ntroduction....................................................................................................... ;
;.0 &mportance of the ,tudy....................................................................................<
;.< =esearch !reas.................................................................................................. >
;.> The =esearch 4roblems..................................................................................... >
;.? =esearch @uestions........................................................................................... 1
0.; The 6ature of the ,tudy .................................................................................... /
0.0 ,ource of *ata and *ata 3ollection 4rocedure................................................../
0.< 4opulation and ,ample ,i2e of this ,tudy.........................................................A
0.> Brgani2ation of the ,tudy.................................................................................. A
0.? Citerature =eview.............................................................................................. A
Cha-ter 8 Theoretical and Conce-tual 4rame5ork.....................................7+
<.; *efining Tourism and its =elated Terms.........................................................;>
<.;.; Tourism D Meanings and ,cope..........................................................................;>
<.;.0 Tourist !ttractions D Meanings..........................................................................;A
<.0 Travelling$ Meanings......................................................................................;E
<.< ,ervice $ Meanings and 3haracteristics...........................................................0.
<.> =ecreation $ Meanings..................................................................................... 00
<.? Meaning of Ceisure ......................................................................................... 0<
<.1 *ifferent Types of Tourism.............................................................................0>
<.1.; !dventure Tourism ............................................................................................0>
<.1.0 !gritourism ........................................................................................................0?
<.1.< Ecotourism .........................................................................................................0?
<.1.> )eritage Tourism ...............................................................................................01
<.1.? ,ex Tourism .......................................................................................................01
<.1.1 ,pace Tourism....................................................................................................01
<.1./ 3ultural Tourism.................................................................................................0/
<.1.A !lternative Tourism............................................................................................0/
<.1.E Feotourism..........................................................................................................0A
<.1.;. Benefit Tourism................................................................................................0A
<./ 4romotion D Meaning and orms....................................................................0A
Cha-ter + Product S-ecification: Tourist Attractions in Bangladesh.........82
>.; &ntroduction$ Feographical Cocation of Bangladesh.......................................<0
>.0 ,easons and 3limate........................................................................................ <0
>.< Tourism !ttractions",pots of Bangladesh.......................................................<<
>.> ,ea Beaches as the Tourism !ttractions in Bangladesh...................................<>
>.? !rchaeological ,ites........................................................................................ <>
>.1 )istorical 4laces and 3ultural )eritage...........................................................<?
>.1.; )istorical 4laces..................................................................................................<1
>.1.0 Monuments.........................................................................................................<1
>.1.< )istorical Buildings............................................................................................</
>.1.> Museums.............................................................................................................</
&G
>.1.? *ances, !rt and Music........................................................................................<A
>./ orest, Fardens and 4arks...............................................................................<A
>./.; orests.................................................................................................................<A
>./.0 Fardens and 4arks...............................................................................................<E
>.A ,anctuaries...................................................................................................... >;
>.A.; Mosques..............................................................................................................>0
>.A.0 Tombs and ,hrines and 3hurches.......................................................................>0
>.A.< Temples and Monastery .....................................................................................>0
>.E airs and estivals........................................................................................... ><
>.;. )ills, =ivers, Cakes and &sland......................................................................>?
>.;; Economic &mportance of Tourism.................................................................>1
>.;0 4erception or &mage of Bangladesh as a Tourist *estination ........................?0
>.;0.; Tourists% &mpressions on the 4rice of ,ome &mportant Tourism 3omponents.??
>.;0.0 Effectiveness of 4romotional Measures of Bangladesh Tourism &ndustry.......?1
>.;< ,tatistics on Tourist !rrivals and Earnings....................................................?/
>.;<.; Horld Tourist !rrivals and =eceipts................................................................?/
>.;<.0 &nternational Tourist !rrivals and Earnings by =egions..................................?A
>.;<.< &nternational Tourist !rrivals and Earnings in !sia by ,ub$=egions..............1.
>.;<.> &nternational Tourists !rrivals and Earnings in ,outh !sian 3ountries...........10
>.;<.? Total Tourist !rrivals in Bangladesh................................................................1>
>.;<.1 oreign Exchange Earnings from Tourism and Travels in Bangladesh...........11
>.;<./ Tourists !rrivals from ,!!=3 3ountries to Bangladesh................................1/
Cha-ter * .m-irical Analysis of the Study....................................................'9
?.; &ntroduction$ 4romotion in Tourism Marketing .............................................1A
?.0 4romotional !ctivities 9sed in Bangladesh for Tourism Marketing.............../.
?.< ! Brief Bverview"4rofile of ,ome ,elected ,outh !sian 3ountries ............../<
?.> Transportation, !ccommodation, ood and *rinks........................................./<
?.>.; Transportation in Tourism................................................................................../>
?.>.0 !ccommodations" )otels in Tourism................................................................./?
?.>.< ood and *rinks..................................................................................................//
?.>.> Estimated 3ost for a 5isit"Travel......................................................................./A
?.? &mportant indings from the Existing Citerature and Experience 4resented as
,yllogisms............................................................................................................. /A
?.1 &mportant =emarks Based on Existing Citerature and Empirical ,tudy...........A>
?./ !nalysis of =espondents =esponses................................................................A/
?./.; Tour Bperators ..................................................................................................A/
?./.0 Type of 4romotional !ctivities 9ndertaken in Bangladesh Tourism.................AA
?./.< Methods of *etermining 4romotion Budget.......................................................AA
?./.> 3omment on the !mount ,pend on 4romotion..................................................AE
?./.? Effectiveness of the 4romotional !ctivities 9ndertaken....................................AE
?./.1 !ttitude toward the =ole of 4romotional !ctivities ..........................................E.
?././ !ttitude toward the 4romotional !ctivities to *evelop the Tourism &ndustry...E;
?./.A Tourism ,eason and 4romotional !ctivities 9ndertaken by the tour BperatorsE;
?./.E Bverall Bpinions of the =espondents on 4romotional !ctivities of Bangladesh
Tourism ..............................................................................................................E0
?./.;. ,uggestions from the Tour Bperators...............................................................E<
Cha-ter ' :ecommendations and Conclusion...............................................;*
G
1.; &ntroduction..................................................................................................... E?
1.0 =ecommendations for Managerial &mplications..............................................E?
1.< 3onclusion ...................................................................................................... EE
1.> *irection for urther =esearch......................................................................;.;
:eferences ......................................................................................................7)2
Inde3................................................................................................................778
A--endices......................................................................................................77+
!ppendix & @uestionnaire.................................................................................... ;;>
!ppendix && 3omparison on ,ome ,elected actors among the ,outh !sian
3ountries............................................................................................................. ;;1
!ppendix &&& *etails of !ir fare..........................................................................;;A
!ppendix &5 *etails of !ccommodation 3ost ...................................................;0;
!ppendix 5 )otel and Motel owned by B43......................................................;0A
!ppendix 5& Total 3ost of a Tour for ;. *ays from ,elected *estinations to some
,elected ,outh !sian 3ountries...........................................................................;<.
G&
<ist of Ta$les
G&&
=lossary of A$$reviations
B43' Bangladesh 4ar#atan 3orporation
F*4' Fross *omestic 4roduct
6TB' 6ational Tourism Brgani2ation
BE3*' Brgani2ation for Economic 3ooperation and *evelopment
4!T!' 4acific !sian Travel !ssociation
,!!=3' ,outh !sian !ssociation for =egional 3ooperation.
TB!B' Tour Bperators% !ssociation of Bangladesh
96,3' 9nited 6ations ,tatistical 3ommission
9,TT!' 9nited ,tates Travel and Tourism !dministration
5T3' 5irginia Tourism 3orporation
HTT3' Horld Travel and Tourism 3ouncil
G&&&
M. Sc. Thesis in Business Administration
Chapter 1 Introduction
7.7 Introduction
Tourism is one of the fastest growing and single largest industries in the world. The
contribution of tourism industry in the global as well as individual perspective is really
ama2ing. Many countries in the world depend upon tourism as a main source of foreign
exchange earnings. !ccording to the Horld Tourist Brgani2ation 7HTB8, while >>A.? million
tourists moved throughout the world during the year ;EE; 7@uoted by *avidson, ;EE>8
;
,
about ?E< million tourist arrivals were recorded during ;EE1 registering a >.1I increase over
;EE? 7Bhattacharya, ;EE/8
0
and <0.00 percent growth in five years. The Horld Tourism
Brgani2ation recorded a total number of /1< million international tourist traffics in 0..>
which is ;..?AI higher than previous year and earned 9,J 10<... billion which shows an
increase of ;A.AEI over 0..< 7HTB, 0..?8.
<
Tourism continues to surge as a world
economic force, contributing nearly $5.5 trillion to the worlds economy in 2004 (Hagner,
0..?8.
>
The increasing trend of tourist arrivals and earnings is continuing. &n 0..?, the world
tourist arrivals rose to A.A million. The Horld Tourism 0.0. 5ision forecasted that this figure
will be ;,..1.> million in 0.;. and the same will reach to ;,?1;.; million in 0.0.. This
continued growth in tourism business through out the world is encouraging and nations are
becoming more concern to attract more tourists to their own destinations and trying to
promoting this sector as a ma#or source for the economic development of the nation.
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. The statistics on this sector shows that both the arrivals and earnings from tourism
in Bangladesh have increased over the past. ,tatistically it may reflect an impressive profile
but in a true sense the picture is somewhat different. &n 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. &n 0..> about 0/;,0/. foreign tourists visited
Bangladesh during the year and the country earned about Tk
?
. <E1/.?1 million 79,J 11.A0
million8 from this sector in the same year 7B43, 0..?8.
1
Though tourism industry and its
market have grown phenomenally worldwide, the industry and its market have not grown in
Bangladesh. Cack of proper"sufficient promotion is one of the ma#or reasons not for
developing the 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. Besides, the expansion
of tourism business and the increased competition among destination countries throughout the
world have necessitated developing appropriate promotional approaches by the tourism firms
worldwide.
;
*avidson 7;EE>8, p. ;.
0
Bhattacharya, ). +. 7;EE/8, pp. ?>$1E
<
HTB 70..?8, 96HTB Tourism )ighlights 7online8, accessed ;A..?..1
>
Hagner, 3ynthia F 70..?8, p. ;>
?
4resently J;K Tk. 1E
1
B43 7undated8, online, accessed 0/..0..1
;
Marketing promotion includes all means of conveying the message about a product or service
to potential customers by using publicity or sales campaign or T5 commercial or free gift etc
7&vanovic and 3ollin, ;EE18.
/
4romotion is regarded as one sub$category of the marketing mix
elements. !ccording to +otler et al 7;EEE8
A
promotion consists of those activities which are
used to communicate the products or services and its merits to target customers and persuade
them to buy. Bne of the tools of marketing promotion is sales promotion which consists of
short$term incentives to encourage sales of a product or service through samples, coupons,
rebates, premiums, allowances, price$offs, contests, push money, trade promotion, exhibits,
premiums, sales rallies etc. ,ales promotion refers to a vast range of novelty items that can
carry promotional messages or a visual representation of the products or services. &t includes
in$store promotions such as two$for$the$price$of$one, ;. percent off, free gifts, redeemable
coupons, competitions or money$back for returning so many bottle$tops or labels 7)ackley,
0..?8.
E
,ales promotion can be used to dramati2e the offers of B43. =esearcher will
specifically look for advertising, sales promotion, public relation and publicity, personal
selling and or direct marketing including direct sales for the promotion of this industry. !s
Bangladesh tourism appears to have suffered mostly due to inadequate and ineffective
promotional activities and promotional activities play an important role in the marketing of
the same, it is necessary to study how promotion can play the role in tourism industry in
Bangladesh 7)ossain : )ossain, 0..08.
;.
Bangladesh 4ar#atan 3orporation 7B438, the only
public sector tour operator in Bangladesh spent Tk. /.E<? million in ;EE?$E1 which rose to
T+. ;..>;< in 0..>$.? for promotional activity which is only ../;I and ..0 for every dollar spent promoting 5irginiaLs tourism and for every one
dollar spent in advertising returns almost four dollars in taxes to 5irginia 7Tourism in
5irginia, 0..0$0..<8.
;;
!ccording to the latest Congwoods &nternational report 3olorado
Travel Mear 0..<, more than <.A million people visited 3olorado in 0..< as a direct result of
the state%s tourism promotion, resulting in a J1?.? million boost in state and local taxes and
without aggressive tourism promotion, the additional revenue would not have been reali2ed
7Tourism and !dvertising, undated8.
;0

&n the face of stiff competition among the destination countries, effective promotional
measures are essential for the development of the industry. Bangladesh 4ar#atan 3orporation
or Bangladesh tourism could not meet this requirement due to lack of needed fund along with
the absence of decision$makers% foresightedness. !s a result, this sector and its market have
failed to grow properly not merely because it lacks enough attractions and facilities. But time
has not yet past over. ,till there are lots of scopes and opportunities if Bangladesh attempts to
highlight it as a tourist destination to the potential tourists properly through an effective
promotional measure and can take some initiatives to develop some infrastructural facilities,
the country would be able to earn many times higher than the present by attracting more
tourists with in a short time. 3onsidering the time factor and limitation of other resources,
only the promotional aspects has been considered for the present study and it will be
attempted to examine the existing promotional approaches of both the public and private
sector tour operators, identify the problems and the limitations of their promotional activities,
/
&vanovic, !. and 3ollin, !. ). 7 7;EE18, p. ;11
A
+otler, 4hilipN Hong, 5eronicaN ,aunders, (ohnN and !rmstrong, Fary 70..?8, p. <>
E
)ackley, 3hristopher 70..?8, p. ;;?
;.
)ossain, Md. !f#al and )ossain, Md. (akir 70..08, p. <.0
;;
Tourism in 5irginia 70..0$.<8, online, accessed 0?..<..1
;0
Tourism and !dvertising 7undated8, online, accessed 0?..<..1

0
and prescribe necessary policy measures for effective promotional actions for the industry in
Bangladesh.
7.2 Im-ortance of the Study
Tourism is the fastest growing and single largest industry in the world. Tourism as a multi$
faced industry is playing pivotal role in the global as well as in the individual economic
perspective. &n the year ;E?., the international tourist arrivals were 0?.0 7)ossain and
iro22aman, 0..<8
;<
which rose to more than A.. million in the year 0..? and in ;E?., the
world tourism earning was 9,J 0.; billion and the same stood at 9,J 10< in 0..> 7HTB,
0..?8.
;>
The Horld Tourism Brgani2ation forecasted that in the year of 0.;., the total world
tourist arrivals will be ;,..1.> million and it will increase to ;,?1;.; million in 0.0. and the
figure of the same for ,outh !sia will be ;..1 million and ;A.A million in the year of 0.;.
and 0.0. respectively and at the same time HTB forecasted that the number of tourist arrivals
in &ndian Bcean destinations will be E;.?>> million and ;/E.0>E in the year 0.;. and 0.0.
respectively and the figure of the same in Bangladesh will be ..0?? million and ..>;? million
in the corresponding years 7HTB, 0...8.
;?
,hamim 70...8
;1
showed according to HTB
forecast that the earnings from tourism will rise to 9,J 0 trillion a year by 0.0..
The tourism industry of Bangladesh is of no exception from this. &t can play an important role
to contribute in the national economy of the country. &n view of several holy shrines in the
country there is the prospect of attracting millions of tourists to the country. But full potential
of tourism could not be used largely due to inadequate and ineffective promotional activities
of the industry. &nstitutional framework for attracting tourists has been in existence for more
than three decades, but various institutions promote Bangladesh tourism with little
coordination. This is construed to be one of the ma#or hurdles adversely affecting the
promotional activities and the resultant growth rate of the tourism industry in the country. &t is
of utmost importance to examine the special features of tourism firmsL promotional activities
and suggest how to improve those activities in order to attract a reasonably good number of
foreign tourists to visit the country and take their services. ,o far the researcher knows no
comprehensive study addressing promotional aspects of the industry in Bangladesh has been
conducted yet by anyone. Even a very few studies are available related to the issue of tourism
marketing in Bangladesh. !s tourism industry in Bangladesh has failed to undertake adequate
and effective promotional activities due to policy guidelines, resource constraints, and they
lack of marketing orientation, hence, a study on this area is essential to uncover the relevant
facts. &t is also expected that the findings and analysis of this study will help formulate
appropriate promotional measures and thus motivate effectively more potential foreign
tourists to visit Bangladesh as well as to contribute the economy of the country. !t the same
time, this study may be helpful for the policy$makers of the country to devote their attention
to the issue of the segments of the tourism market that they wish to attract.
;<
)ossain, Md. !f#al and iro22aman, M. 70..<8, p. >
;>
HTB 70..?8, online, accessed ;A..?..1
;?
HTB 70...8, p. 1.
;1
,hamim, Ehsan 70...8, p. ?
<
7.8 :esearch Areas
Bn the basis of the research problem, the proposed study will mainly attempt to concentrate
on the following areas'
!. To study the current development trends of the tourism industry in BangladeshN
B. To examine the promotional activities undertaken by the different tour operators and
evaluate the role of their activities for the development of this industryN
3. To identify the problems and limitations of promotional activities undertaken by the
above mentioned tourism firmsN and
*. To prescribe necessary policies and managerial implications of the tour operating
firms in Bangladesh in light of findings and current theory in the field.
7.+ The :esearch Pro$lems
Tourism marketing is gaining importance all over the world. OThe marketing of tourism in
Third Horld countries is increasingly common and the fastest growing destinations are in
these regions and increasingly the focal points for development and marketing of new,
adventurous and exotic tourist destinations. !s a result, most of the fastest growing tourism
regions are in the Third Horld countries which continue to grow and, correspondingly, the
promotion of these regions is increasingly popular and important% 7Echtner and 4rasad,
0..08.
;/
Currently, about 30 of all international tourist arri!als are in the "hird #orld and
this $ro$ortion has nearly tri$led o!er the $ast 20 years (#"%, &'''(.
&)
)owever, over the
last few decades, there has been mounting criticism of the portrayal of these destinations and
their people in promotional materials 7Britton, ;E/EN Mohamed, ;EAAN 3ohen, ;EAEN 3rick,
;EAEN ,elwyn, ;EE<N ,ilver ;EE<N 3ooper, ;EE>N Hilson ;EE>N *ann, ;EE1a, bN Morgan and
4richard, ;EEAN ,turma ;EEE as cited in Echtner, 0..08.
;E
Ma#or part of these criticism trace to
the unique marketing situation that characterises the promotion of tourism in the Third Horld.
3onsiderably less has been written on Third Horld tourism marketing and there are a few
notable articles that generally address the issues of marketing Third Horld destinations
7Britton, ;E/EN ,ilver, ;EE<8
0.
as well as several studies that critically examine specific sets of
Third Horld tourism promotion 73ohen, ;EAEN 3ooper, ;EE>, *ann, ;EE1bN Mohamed, ;EAAN
Morgan and 4ritchard, ;EEAN Bppermann and Mc+inley, ;EE/N ,elwyn, ;EE<N8.
0;
Bangladesh as a third world country has the lacking of proper study and attention on tourism
promotion. !s a result, though the tourism industry of Bangladesh has a bright prospect and
;/
Echtner, 3. M. and 4rasad, 4. 70..<8, pp. 11.$1A0
;A
HTB 7;EEE8, Madrid
;E
Echtner, 3. M. 70..08, p. >;<
0.
Briton, =. 7;E/E8, pp. <;A$<;E and ,ilver, &. 7;EE<8, pp. <.0$<;A
0;
3ohen, E. 7;EAE8, pp. <.$1;N 3ooper, *. 7;EE>8, pp. ;>>$;1.N *ann, F,M 7;EE1b8, pp. 1;$A;N Mohamed, M.
7;EEA8, pp. ??A$?1;N Morgan, 6. and 4richard, !. 7;EEA8, 9+' HileyN Bppermann, M. and Mc+inley, ,.
7;EE/8, 3!B &nternational' Hallingford, pp. ;;/$;0/ and ,elwyn, T. 7;EE<, =outledge' Condon, pp. ;;/$;</
>
could contribute to the economy to a greater extent, but the sector could not flourish up to the
mark due to lack of necessary and proper initiative of the concerned firms"institutions.
4atwari 7;EE<8
00
emphasi2ed to eliminate this organi2ational problem and suggested for the
coordinated efforts of the concerned authorities, professional efficiency of the management,
and pleasant behavior of the service providers to present the products or services and develop
tourism fruitfully in a country like Bangladesh. 4annell +err orster !ssociates% =eport
7;EAA8
0<
blamed that the B43 for not playing its role completely as a national tourism
promotion agency and suggested preparing itself for playing its proper role in this regard.
These reveal that there remains ample scope for further expansion and growth of the tourism
industry if effective promotional activities are taken to cater to the expectations of the tourists
and motivate them to visit Bangladesh. )ossain 7;EEE8
0>
pointed out that a very few studies
have addressed the promotional aspects even the marketing aspects of tourism in Bangladesh.
Bnly a few articles and a few research reports appear to have attempted to deal with the
marketing problems of the tourism industry in Bangladesh in a skin$deep and peripheral
manner 7)ossain and )ossain, 0..08.
0?
)asan 7;EAA8
01
pointed out that the promotional
activities undertaken by the Bangladesh 4ar#atan 3orporation 7B438 is awfully inadequate to
cover the main tourist generating countries and suggested for developing more dynamic
promotion tool. )e also blamed in another study that the B43%s present promotion strategy
with folders and posters is not satisfactory and would not produce any result 7)asan, ;EE.8.
0/
=eview of literature on the development of the tourism industry in Bangladesh also reveals
that there remains much to do in matching the supply side with what the tourists demand from
the host country.
!s noted by !dams 7;EA>8
0A
and =eimer 7;EE.8,
0E
a remarkable marketing situation
characteri2es Third Horld tourism promotion, that is, these destinations are most often
promoted by multinational tour operators, travel agencies, and other intermediaries with
origins in the irst Horld. The primary targets of these marketing efforts are also located in
the irst Horld, as the developed countries are the main generators of tourists 7Echtner :
4rasad, 0..<8.
<.
This situation creates a marketing system whereby the ma#ority of the images
used to represent Third Horld tourism destinations are selected by irst Horld promoters in
order to cater to the needs of consumers in developed countries which results many of the
concerns aired by previous researchers focus on the images and stereo$types of the Third
Horld that are being created from a primarily irst Horld perspective 7Echtner 0..08.
<;
&n the face of worldwide stiff competition, intangible nature of tourism services and need of
pre$purchase information for potential tourists, promotional measures in tourism industry play
key role in the performance and development of this industry. !s Bangladesh tourism appears
to have suffered mostly due to inadequate and ineffective promotional activities, it is
necessary to study the strategic promotional approaches of the tour operators in Bangladesh
and find out the remedies to overcome the problems or limitations identified.
00
4atwari, 3ol 7=td8 Ba2lul Fani 7;EE<8, pp. 0A$0E
0<
4annell +err orster !ssociates 7;EEA8, 3hapter$<, p. ; and 3hapter D ;0, p. E
0>
)ossain, Md. !f#al 7;EE<8, p. ;<
0?
)ossain, Md. !f#al and )ossain, Md. (akir 70..08, p. <.<
01
)asan, ,yed =ashidul 7;EAA8, pp. ;E$<0
0/
)asan, ,yed =ashidul 7;EE., a8, pp. ;$>
0A
!dams, +. 7;EA>8, pp. >1E$>A?
0E
=eimer, F. 7;EE.8, pp. ?.;$?.0
<.
Echtner, 3. M. and 4rasad 70..<8, p. 11;
<;
Echtner, 3. M. 70..08, p. >;>
?
7.* :esearch >uestions
The overall ob#ective of the research is to increase the knowledge based of the promotional
activities. The empirical research questions are as defined'
;. )
? ) @
' There have not been enough studies on the tourism industry in BangladeshN only a
few literatures is available in this regard.
0. )
? ) @
'

The promotional activities undertaken by different tour operators have not been
sufficientN though promotion can play a vital role for the development of the
tourism industry.
<. )
?7@ '
The promotional activities most suited in tourism industry in Bangladesh are 66N
an initiative will be taken through this research to find out what sorts of
promotional activities are suitable for the tourism industry of BangladeshP
>. )
?2 @
' The managerial implication of starting promotion activities 66
<0
are likely to be
nn
<<
. &t will also be attempted if the best suited promotional activities are
undertaken, what impact it may have on the overall growth of the industry.
<0
To be filled in, will be the result of further research.
<<
&dem.
1
Cha-ter 2 :esearch Methodology and TechniAues
2.7 The Bature of the Study
4romotional activities can play the significant role for the development of tourism industry.
Tourism in Bangladesh is of no exception from this. Cack of promotional activities is likely to
affects the development of tourism in any country as well as in Bangladesh. But the existing
literature on the promotional aspects of Bangladesh tourism is very rare and even on the
literature covering the marketing aspects of tourism industry in Bangladesh is very limited. !s
a result, the study is exploratory in nature. &t was assumed that promotion is a vital force for
an effective marketing strategy of tourism products and services. But Bangladesh is far behind
from the reali2ation of the fact and due to that Bangladesh could not take advantage of the full
potential of the sector and which causes not to develop the industry significantly and
expectation which could be and failed to earn sufficient amount of foreign currency. The
present study on the use of promotional activities in Bangladesh tourism industry is an
attempt to highlight the issues related to promotion and put forward some suggestions to what
actual promotional measures are best suited for attracting more tourists to Bangladesh and
contribute more positively to the economy of the country. &t was also attempted to identify the
promotional approaches of the industry in Bangladesh.
2.2 Source of "ata and "ata Collection Procedure
The research has been conducted based on both primary and secondary data. !s it was
mentioned earlier that the existing literature on the promotional aspects of Bangladesh
tourism and even on the overall marketing aspects is not adequate, the study was done on the
primary data collected through questionnaire on the use of promotional activities by
Bangladesh tourism industry. ,econdary data was also used in this study.
! survey questionnaire was used to collect the primary data from the sample selected for this
study. The five relevant top executives from B43 and ;? private tour operators were
interviewed for the collection of the data. !gain, the private tour operators were selected from
the members% list of Tour Bperators% !ssociation of Bangladesh 7TB!B8. To collect the
primary data, the researcher took the help from one of his friends working as an !ssociate
4rofessor, Marketing8, 9niversity of *haka, Bangladesh. &t is worth mentioning here that
most of the tour operators are located in *haka and an insignificant number of them are
located in other larger cities of the country. *ue to the lake of time and fund, all the tour
operators for interview were selected only from *haka$ the capital city of Bangladesh.
,econdary data was also used in this study. To collect the secondary data, annual reports
of B43, related #ournals, periodicals, newspapers, B43%s web page etc. were consulted. &n
addition to that for literature review and for other theoretical analysis different #ournals,
periodicals, textbooks, newspapers, internet and other related materials were consulted and
used as references.
/
2.8 Po-ulation and Sam-le SiCe of this Study
Bangladesh 4ar#atan 3orporation 7B438 D the only 6ational Tourism Brgani2ation or
government owned tourism organi2ation in Bangladesh, the private tour operators 7only the
members of TB!B8 were considered as the population for this study. &t was mentioned in the
previous section that a total number of five top executives from B43 and fifteen owners"top
executives from the private tour operators were selected as the respondents for collecting the
data on the promotional aspects tourism in Bangladesh.
The responses of the respondents interviewed were analysed to gain insights into both
qualitative and quantitative aspects of the promotional activities used by their firms. Both
qualitative and quantitative analysis of the collected data from the respondents% firms has been
made. &n quantitative analysis of the data, conventional statistical tool like percentage, simple
averages etc have been used.
2.+ DrganiCation of the Study
The research was conducted considering the time frame allowed for the study. The whole
discussion of the study has been organi2ed in a systematic way and has presented in six
different chapters. The first chapter includes an introductory discussion covering the
#ustification of the study, research areas, problems and questions. The second chapter is a
presentation of the research methodology or the procedure of conducting the study. The third
one is on the theoretical discussion on the different terms and issue like$ defining tourism and
its related terms, different forms of tourism, literature review, introductory discussion on
promotion etc. 3hapter four discusses the product specification or the tourist attractions in
Bangladesh, economic significance of tourism, the perception of the international tourists to
Bangladesh as a tourist destination and the chapter ends with the analysis of statistics on
tourist arrivals and earnings from this sector which mainly focuses on the different aspects
like world tourism and its status, regional arrivals and earnings, position of !sia and ,outh
!sia, tourist arrivals to Bangladesh and earnings from the same, spending of Bangladesh
tourism for promotional activities etc. 3hapter five is empirical analysis of the study which
includes role of promotion in tourism marketing, transportation, accommodation and food and
drinks in tourism and also the respondents% attitudes, views and suggestions about promotion
etc. The chapter contains the conclusion and recommendations based the whole discussion of
the study.
2.* <iterature :evie5
Though there are sufficient amount of literatures highlighting the marketing aspects of
tourism, but a few of them has emphasi2ed on the discussion of the promotional aspects of
tourism marketing. !t the same time, the literature attempted to deal with marketing aspects
of tourism is not available enough especially, on the promotional issues of tourism marketing
is much neglected and the literature on the same is very limited. &n this study, the literature
review includes the following'
A
)ossain and )ossain 70..08
<>
mentioned that tourism industry has gained top priority in most
of the destination countries and there exist increased competition among the countries to
attract tourists. &n the face of world$wide increased competition, Bangladesh lacks far behind
in attracting relatively larger number of foreign tourists mainly due to inadequate and
ineffective promotional strategies of the industry due to lack of sufficient funds, low quality
of promotional materials and its improper distribution, perceived negative image of potential
tourists about Bangladesh etc. The authors also emphasi2ed to face the competition and to
attract potential tourists Bangladesh needs to give priority to use effective promotional
activities in order to attract a significant number of foreign tourists to visit the country. &n
addition, tour operating firms need to give proper attention in developing the promotional
materials and careful attention is required to incorporate the factors affecting the choice of
potential tourists. Hithout effective and sufficient promotional activities in public and private
sector of the industry, there is no possibility or little possibility to emerge tourism as a ma#or
contributor to the national economy.
The first &nternational Tourism and Media 3onference held in 6ovember 0>$01, 0..> at
Catrobe 9niversity in Melbourne, !ustralia addressed the relationships between tourism and
media and focused on the thematic areas including film and literature induced tourism,
decision making and risk perception, advertising and marketing and tourism associated with
events and activities 7Fammack, 0..?8.
<?
The author claimed based on the discussion of the
conference that various media help to a great extent to convey the destination awareness
among the tourists and with an increasingly globally informed and media$savvy public, one
key issue related to understanding tourists% motivation and expectation. )e also concluded
that destination branding and promotion are supported by compelling propositions and images
and their aesthetic selections and media treatments generate portrayals active in the public
mind. =esearch concerning media and tourism relationships, adopting mixed methods and
cross$disciplinary designs allowed larger questions of fact and imagination in touristic media
to be addressed.
Tourism researchers have long been advocating the importance of tourist receiving
destinations to perform appropriate marketing strategies to promote the right tourism products
and service to specific traveller groups 7!hmed and +rohn, ;EE0N Mill and Morrison, ;EA? as
cited in Caw et. al, 0..>8.
<1
The authors commented by visiting the official *estination
Marketing Brgani2ation Heb sites of +orea 7http'""big?.chinese.tour 0korea.com8 and (apan
7http'""#nto.go.#p"eng8, two of the most visited destinations by )ong +ong travellers that both
of these destinations have developed their Heb sites in a way that promote )ong +ong
travellers% favourite activities such as food, sightseeing and shopping. rom the practical point
of view, it is obvious for an effective marketing strategy to target the appropriate market and
plan product positioning and sales. Bangladesh Tourism industry is far behind from this.
=ita and Moutinho 7;EE08
</
noted that 6ational Tourism Brgani2ation 76TB8 in any country
is responsible for expanding a country%s incoming tourism and 6TB%s main task is to promote
the destination country in the global tourism markets. !s a result, 6TB has to identify the
most attractive markets $ the markets in which its country%s Oproducts% are most competitive,
<>
)ossain, Md, !f#al and )ossain, Md. (akir 70..08, pp. <.;$<;1
<?
Fammack, (ohn 70..?8, pp. ;;>A$;;>E
<1
Caw, =obN 3heung, 3atherine and Co, !da 70..>8, p. <1;
</
=ita, 4aulo and Moutinho, Cui2 7;EE08, pp. <$A
E
determine the appropriate amount of promotional budgets, allocating the promotion budget in
a way so that the greater effectiveness can be achieved, what type of promotional message is
appropriate to convey for attracting the potential tourists. or promoting tourism industry,
marketers are expected to and consider the strategic imperatives of making meaningful
progress in the long run rather than short$term sustainability. The authors also emphasi2ed on
the ideas that should be grown and improved over a period of years to reali2e the full value of
potential of promotions rather than forcing the underlying concepts to stop and start over a
period of days, weeks or months. &n addition to that 6TB should have a well plan for
promotional activities for achieving the marketing ob#ectives which requires deciding on the
priorities and goals before allocating money and resources for promotion to have the better
result of the promotional activities. inally, they recommended that money spend on
promotion should depend the factors like' disposable income, relative price, quality,
attractiveness, product availability, average annual percentage growth by market,, length of
stay, per capita spending, expenditure per visit,, buying habits, competitive pressure, travel
distance and costs, travel intensity, potential for getting non$government funding, political
factors, overseas staff resources and knowledge etc.
)asan 7;EE08
<A
described the present situation of Bangladesh tourism industry and present
marketing strategies in his research book Q4roblems and 4rospect of Bangladesh Tourism
&ndustryR has blamed that Bangladesh tourism industry could not achieve the remarkable
progress in comparison to other neighboring 7,outh !sian8 countries though the country is
endowed with different tourism attractions. )is criticism was concentrated mainly on the
failure of B43 to develop and lunch any dynamic and effective promotional strategy and then
he suggested creating an independent and different organi2ation for performing the marketing
activities of B43 owned tourists spots. &n addition to that he strongly recommended for
initiating and implementing the marketing plan and strategy effecting for the potential
markets and to avoid the aimless policies to develop mass tourism at the present stage in
Bangladesh.
!hmed 7;EE18
<E
mentioned that possessing outstanding tourism resources is not sufficient to
lure the optimal number of tourists to a tourist destination. !ccording to 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. !s a result, the aggressiveness of the promotion campaigns launched by tourist
destinations has added a new dimension to competitiveness and has resulted in increasing
numbers of image advertisements in travel and tourism literature and in the mass media which
leads the tourist destinations to spend billions of dollars annually on image building and
image correction promotion programs. The author also concluded in his study to formulate the
promotional strategy, destination%s promotion strategists should identify the respective images
of different constituents of total image, and not #ust one total image and by determining those
constituents of a destination%s tourist image that are most significant in the evaluation made
by various segments of the target market, the destination%s promotion strategists should direct
promotional efforts toward inducing a more favorable image based on those constituents and
the appropriate positive image constituents then could be emphasi2ed in the segmented
promotional programs which may help a destination to re$emerge from the effects of negative
image7s8.
<A
)asan, ,yed =ashidul 7;EE08, pp. ;./$;.E
<E
!hmed, Safar 9. 7;EE18, pp. </$1.
;.
Ciu and Hall 70..18
>.
mentioned that tourism is generally used as a tool to stimulate marginal
economies and to promote development through the #obs and incomes that it can foster. Thus,
tourism has emerged in many destinations as a catalyst for socio$economic change. The
authors emphasi2ed that tourism planning should be made in a way so that both the local
residents and the visitors can be benefited. The proper planning based upon local response,
participation and support can provide an opportunity to consider tourism as a positive force
for the lives of local residence. The authors also blamed that it is very unfortunate because of
many tourism plans for developing area destinations are made by giving insufficient
concentration to human resource development which do not fit well with existing human
resource capabilities and local people find it difficult to participate in tourism which leads to
achieve less benefit than what might otherwise be the case. &n addition to that the repeated
appeals for more participation of local people in directing, participating in and benefiting
from the tourism that is taking place or proposed for the destinations in which they live are
testimony to deficiencies in tourism planning, including its human resources development
components. &f tourism plans are prepared appropriately through giving adequate attention to
the development of human resources for tourism so that local residents will be in a better
position to participate in and benefit from the development of tourism in their area and then
tourism can really be a OOpassport to development%% and a means to enhance the lives of
destination residents.
,iddqui 70..?8,
>;
the Marketing 3ommunication Manager, 4an 4acific ,onargaon )otel,
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. )e added that marketing
communication can play an important role to let the people abroad to know what fantastic
products Bangladesh can offer to the tourists. )e emphasi2ed on the cooperative efforts of the
6ational Tourism Brgani2ation 76TB8 with the private tour operators rather than emerging as
the competitor for the overall development tourism industry. )e also concluded that 6ational
airlines, hotels and the foreign missions of the country or at least an officer in each mission
abroad with the responsibility of encouraging the potential tourists through providing
necessary information and cooperation can contribute to a great extent for promoting the
tourism industry of any country.
!ddressing the way to promote Bangladesh as a tourist destination, 3hantarachoti 70..?8
>0
described 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. )e also
blamed that though Bangladesh has its abundant potential for growth of tourism industry
could not utili2ed it properly due to lack of government support as well as the right initiatives
of the country%s 6TB to highlight Bangladesh to the eyes of foreigners as a tourist destination
instead of a business destination. Though there are lot of similarities between &ndia and
Bangladesh and even with 6epal, Bangladesh is far behind from the mentioned two other
countries due to the ineffective and insufficient promotional activities. 3hantarachoti also
claimed that the high foreign travel tax discourages foreigners to visit Bangladesh. inally, he
also emphasi2ed that government%s initiative can reduce the monopoly of the five star hotels
by providing the facilities of establishing more hotels of different start and improving the
infrastructure support, accommodation and land arrangements to promote and sell packages.
>.
Ciu, !bby and Hall, Feoffrey 70..18, pp. ;?E$;/.
>;
,iddiqui, &mtia2 !hmed 70..?8, p. 0;
>0
3hantarachoti, 6ivat 70..?8, p. 0<
;;
Mitra 70..?8
><
described that Bangladesh does not have enough effort to promote the country
as a tourist destination. )e argued that Bangladesh has to make aware to the tourists about
what to see, where to stay and what to eat. )e emphasi2ed for the development of tourism
industry, Bangladesh need to develop the infrastructure like hotels, resorts, promoting more
places and there should have a link of the government tourism organi2ation with the private
sector to boost up the promotional activities for the same.
&n another study )asan 7;EE.8
>>
critici2ed that the present promotional activities undertaken
by B43 is limited with folders and posters which does not produce any satisfactory result. )e
opined that folders, posters, accommodation guide, maps, etc could only be effective
promotion tools if the market is established and emphasi2ed that the industry needs to be
more concerned with promotion rather than tourism trade. !ccording to his opinion, the
opening of its own offices at some of the ma#or tourist generating countries to perform the
promotional activities, re$build or correcting the image of the country and establish liaison
with tour operators, professional clubs, tour wholesalers, etc. may produce better result for the
growth of the industry.
)ossain and iro22aman 70..<8
>?
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. They also claimed that the limited
promotional materials like souvenirs, brochures, travel guides, accommodation guides, hand
books, tourist maps, poster, folders, etc distributed by B43 and some other private tour
operators don%t reach properly to the potential tourists and in addition to that, the quality of
these materials is not satisfactory which causes not to create adequate curiosity among the
potential tourists. !t the same time, there are lacks in government initiative to offset or
correcting the country%s present image prevailing to the outside of the country as the country
presently is suffering a lot from the image problem. The researchers also blamed that B43 or
other private tour operators have little connection with the foreign tour operators and travel
agencies for promoting Bangladesh tourism abroad though they act as hidden promoters of
tourism activities in any tourist destination. !ccording to the authors, lack of coordination
among the parties related to tourism sector e.g. Ministry of 3ivil !viation and Tourism, B43,
Biman Bangladesh !irlines, tour operators, travel agencies, hotels, other provides, local
authorities and host population also causes for not developing the industry in Bangladesh.
inally, they suggested devoting the proper attention of the policy$makers in this field of the
country to overcome the limitation of the promotional measures of this industry and taking a
coordinated effort among the parties involved in this industry.
)asan 7;EAA8
>1
stated that though the promotion of tourism of a country is greatly depend on
the magnitude of publicity, the promotional campaign of B43 is awfully inadequate to cover
the main tourist generating countries. *ue to sufferings for fund crisis for promotion
activities, B43%s promotional activities are limited to producing and distributing different
kinds of literatures, folders, booklets, tourist maps, guide books, brochures, picture, post
cards, view cards, posters, leaflets, accommodation guide etc. to make potential tourists aware
of the interesting and important historical places, scenic beauties, adventurism, health resorts,
><
Mitra, !. +. 70..?8, p. 0>
>>
)asan, ,yed =ashidul 7;EE., b8, pp. ;$>
>?
)ossain, Md. !f#al and iro22aman, M. 70..<8, pp. ?E$A.
>1
)asan, ,yed =ashidul 7;EAA8, pp. ;E$<0
;0
rich and ramified culture etc. )e also mentioned that the theme used in these promotional
materials is not dynamic which fails to draw the attention of the potential tourists. Then he
emphasi2ed to maintain a liaison and meaningful cooperation among various governments,
tourist organi2ations, travel agencies and tour operators especially among the ,!!=3
countries to promote the industry effectively.
;<
Cha-ter 8 Theoretical and Conce-tual 4rame5ork
8.7 "efining Tourism and its :elated Terms
There are some conceptual terms related to tourism industry which need to be described here
for a clear understanding. !mong these terms, the most important ones are tourism, tourist,
tourist attraction, travelling, service, recreation and leisure which can be stated briefly as'
8.7.7 Tourism E Meanings and Sco-e
Tourism is an important field of discussion which covers many interrelated areas. !s a result,
important elements based on which tourism is built required special attention to define
tourism itself. &t was observed from the Horld 3onference on Travel and Tourism in =ome in
;E1< that tourism has both the positive and negative impacts on economy, socio$cultural,
political and environmental. or many nations especially for the developing countries,
tourism brings economic benefits by generating employment opportunities in tourism related
different sub$sectors, earning foreign currency, while 9nited 6ations for example consider it
as a strong way of contributing to peace and understanding.
&n the old days tourism didn%t exist. But it was started to be known from the very beginning of
human civili2ation. But most popularly and widely tourism is an invention of the ;E
th
century$
a period of history which sometimes seems to have stretched out to unnatural length. &t is
important to define Otourism% itself for a clear understanding of the term itself. But the fact is
that there is no single definition of the term tourism which is universally accepted.
!cademicians and practitioners feel that defining tourism is not an easy task. Even there are
some differences of the outlook among them. or example, some prefer to consider tourism as
an industry, others especially scholars take a different approach. &n addition, terms like
tourist, visitor and excursionist are used to describe people involve in tourism covering the
various purposes of travel, leisure, business and short stays. The Bttawa 3onference on
tourism held in ;EE; organi2ed by the Horld Tourism Brgani2ation 7HTB8 put forwarded
some fundamental recommendations for a meaningful and acceptable definition of tourism.
Based on the recommendations, the definition of tourism which one was endorsed by the
HTB in ;EE0 and adopted by the 9nited 6ations ,tatistical 3ommission 796,38 in ;EE< is
as 7@uoted by Middleton, ;EE>8
>/
'
QTourism comprises the activities of persons travelling to and staying in places outside
their usual environment for not more than one consecutive year of leisure, business and
other purpose.R
!nother popular definition was quoted by Foeldner et al 70...8
>A
as'
>/
. Middleton, 5ictor T. 3. 7;EE>8, p. A
>A
. Foeldner, 3. =., =itchie, (. =. Brent and Mc&ntosh, =. H. 70...8, p. ;>
;>
QTourism is the sum of the phenomena and relationships arising from the interaction of
tourists, business suppliers, host governments and host communities in the process of
attracting and hosting these tourists and other visitors.R
The authors also stated that tourism is a composite of activities, services and industries that
delivers a travel experience' transportation, accommodations, eating and drinking
establishments, shops, entertainment, activity facilities and other hospitality services available
of individuals or groups that are traveling away from home. This definition describes the full
scope and covers the various groups participating and affecting the tourism.
3hris 7;EE;8
>E
mentioned the definition of tourism provided by the British Tourist !uthority
as'
Qa stay of one or more nights away from home for holidays, visitors to friends or relatives,
business conferences or any other purpose except such things as boarding education or
semi$permanent employment.R
=ecently, from the discussion at the 9niversity of Hestminster Third !nnual Tourism orum
on QBptimising Tourism &mpacts D &mplications for 4lanning and Management of
*estinationsR held in *ecember, ;EEE, *alakas 70..;8
?.
reported that the participants ranging
from academicians and industrial practitioners in the forum expressed their interests, concern
and offer solutions to various issues of tourism on economy, social, cultural, political and
environmental. The discussion were concentrated on the impacts of tourism both positive and
negative the experts emphasi2ed that people involved in the tourism should do the best of it
through the coordination of economic, social and geographic elements within a designated
tourist area and at the same time doing the best not to undermine the challenges so that the
maximum benefits can be gained.
Hikipedia defined tourism as the act of travel for the purpose of recreation and business, and
the provision of services for this act. &t also included a more comprehensive definition which
would be that tourism is service industry comprising a number of tangible and intangible
components. !ccording to this definition, the tangible elements include transport systems$ air,
rail, road, water and now spaceN hospitality services$ accommodation, foods and beverage,
tours, souvenirsN and related services such as banking, insurance and safety and security and
the intangible elements in include rest and relaxation, culture, escape, adventure, new and
different experiences. Basically, tourism is a whole interrelated and interdependent industry.
,ometimes tourism is also used pe#oratively which implies a shallow interest in the societies
and place that the tourist visits.
Though the word tourism retains the idea of QvacationN recreationR in all these compounds,
another small group has come into use in which the word returns to its roots and, as in
business tourism, implies Qtravelling for the purpose ofR with little or no suggestion that the
person is actually on holiday 7@uinion, undated8.
?;
>E
3hris, =yan 7;EE;8, Condon' =outledge, p. ?
?.
*alakas, 4anos 70..;8, pp. ;??$;1/
?;
@uinion, Michael 7undated8, online, accessed .1..<..1
;?
Bn the other hand, in simple world, tourists are persons who travel from one place to another.
The 9nited 6ations 3onference on &nternational Travel and Tourism of ;E1< provided the
generally accepted definition of the term tourist as 7,inclair, ;EEA8
?0
'
OOTemporary visitors who spend more than 0> hours in destinations other than their
normal place of residence, whose #ourney is for the purpose of holiday$ making,
recreation, health, study, religion, sport, visiting family or friends, business or meetings
and those who spend less than 0> hours in their destinations are defined as
excursionists.%%
!ccording to 9nited 6ations Horld Tourism Brgani2ation 796HTB8, the official definition
is as 7Hikipedia, undated8
?<
:
OOTourists are persons who are travelling to and staying in places outside their usual
environment for not more than one consecutive year for leisure, business and other
purposes not related to the exercise of an activity remunerated from within the place
visited. The distance between these two places is of no significance.%%
The word tourist was coined in the late eighteen century with the literal meaning of Qone who
toursR which was very quickly this gained the related sense of Qone who tours for pleasure or
recreationR that has dominated in the two centuries since 7@uinion, undated8.
?>
Tours then
were for the wealthy, and were generally quite lengthy, in part because it took so long to get
anywhere interesting.
Mill and Morrison 70..08
??
tried to link among travel, tourism, recreation and leisure but their
efforts do not seem to be clear thus making the task of explaining tourism more complicated.
They argue that describing tourism is expected to include local communities, other business
and other organisations affected by tourism rather than limiting at listing the business related
to tourism such as hotels, airlines and resorts etc. But the basic notion of tourism is the
movement of people to their selected destinations. !gain the Horld Tourism Brgani2ation
7HTB8 defined the term tourism and classified the various types of visitors as follows 7HTB,
;EE? as cited in Catham and Edwards, ;EAE8
?1
'
i. Tourism $ The activities of persons travelling to and staying in places outside their
usual environment for not more than one consecutive year for leisure, business and
other purposes.
ii. Tourist 7overnight visitor8%$ 5isitor staying at least one night in a collective or
private accommodation in the place visited.
iii. ,ame *ay 5isitor 7excursionist8%$ 5isitor who does not spend the night in a
collective or private accommodation in the place visited.
?0
,inclair, M. T. 7;EEA8, p. >
?<
Hikipedia 7undated8, accessed .1. .<. .18
?>
@uinion, Michael 7undated online, accessed .1. .<..1 8
??
Mill, =. 3. and Morrison, !. M. 70..08, +endall")unt 4ublishing 3ompany
?1
Catham, (ohn and Edwards, 3hris 7;EAE8, p. 1.
;1
iv. 5isitor $ !ny person travelling to a place other than that of his" her usual
environment for less than ;0 consecutive months and whose main purpose of travel
is not to work for pay in the place visited.
v. Traveller $ !ny person on a trip between two or more locations.
The Ceague of 6ations in ;E</ recommended the use of the term Otourist% to explain a person
who travels for a period of at least 0> hours in a country other than his residential country
7)olloway, 0..08.
?/
The purpose of the visit may be either for pleasure, health, business or
visiting a country on a cruise vessel even if being on board for less than 0> hours. !gain, in
;E1< The 9nited 6ation 3onference on &nternational Travel and Tourism approved to use the
term visitor recommended by The Horld Tourism Brganisation which covers people who
visit a country other than his usual place of residence, for any reason other than paying
occupation. !ccording to this recommendation, it covers'
i. QTourists, who are classified as temporary visitors staying at least 0> hours, whose
purpose could be categorised as leisure 7whether for recreation, health, sport,
holiday, study or religion8 or business, family, mission or meeting.R
ii. QExcursionists, who are classified as temporary visitors who are staying less than
0> hours, including cruise travellers but excluding travellers in transit.R
&t is noteworthy to mention here, that the above definition does not cover the domestic tourist
which was long been acknowledged by scholars as the ma#or part of the total tourist traffic
and contributor of this sector. *omestic tourism includes those trips undertaken by residents
of a country within the national territory of that country. &t was further attempted by The
Tourism ,ociety in ;E/1 to define the term OTourism% which includes domestic tourist as'
Q.the temporary short term movement of people to destinations outside the places where
they normally live and work, and activities during their stay at these destinationsN it
includes movement for all purposes, as well as day visits or excursions.R
The HTB 7;EE>a as cited in Catham and Edwards, ;EAE8
?A
recommends the following
definition of domestic visitors'
QThe term Odomestic visitor% describes any person residing in a country, who travels to a
place within the country, outside his" her usual environment for a period not exceeding ;0
months, and whose main purpose of visit is other than the exercise of an activity
remunerated from within the place visited.R
The authors also mentioned that the above definition covers Odomestic tourists%, where an
overnight stay is involved, and Odomestic excursionists% where the stay in the place visited is
less than 0> hours and no overnight stay is involved.
?/
)olloway, (. 3. 70..08, !ddison Hesley )arlow' Congman
?A
Catham, (ohn and Edwards, 3hris 7;EAE8, p. 11
;/
ollowing an &nternational Fovernment 3onference held in Bttawa, 3anada in ;EE;, the
HTB formularised a new definition in ;EE< which was endorsed by the 96 ,tatistical
3ommission. The Brganisation defines tourism as'
QTourism comprises the activities of persons travelling to and staying in places outside their
usual environment for not more than one consecutive year for leisure, business or other
purposesR.
&nformation is increasingly important component in the tourism system but it is important to
distinguish the difference between information and promotion. 4romotion includes
advertising, personal selling, publicity and public relation. !dvertising can play an important
role in promotion to attract tourists to the specific destination. &n this regard maps,
guidebooks, videos, tour guides, maga2ines articles, brochure and internet can be used to
provide the information about the destinations and attractions to the potential tourists. &n
addition to that modern technology in the communication like information communication
technology especially, internet and e$business can be used to promote tourism and its related
products and services.
8.7.2 Tourist Attractions E Meanings
*efining tourist attraction is not an easy task. Even it is difficult to recogni2e a definition of
the term which is widely accepted. But an attempt can be taken to define tourist attractions as
places which draw or attract persons to visit a place, attend an event, or travel to a location for
the purposes like recreation, en#oyment, education and information gathering or intellectual
hobbies or searches. &n a simple word, it can be said that attractions are the reason of
travelling people. )arris and )oward 7;EE18
?E
defined the term as a physical or cultural
feature of a particular place that individual travellers or tourists perceive as capable of
meeting one or more of their specific leisure$related needs. ,uch features may be ambient in
nature 7e.g. climate, culture, vegetation or scenery8, or they may be specific to a location, such
as a theatre performance, a museum or a waterfall. Bn the other hand, Metelka 7;EE.8
1.
defined tourist attractions as positive or favourable attributes of an area for a given activity or
set of activities as desired by a given customer or market, including climate, scenery,
activities, culture. &n this definition, the author also included'
a. Man made attractions are physical structure 7,ydney )arbour Bridge8 or events 7Blympics8.
b. 6atural attractions are physical phenomena deemed unusual and"or beautiful 7Bungle
Bungles8.
c. ,econdary attractions have tourist appeal, but are not the primary reason for visiting a
location.
d. ! negative attraction is an attribute of an area that tends to make some customer or market
choose not to visit as for example pollution or crime.
?E
)arris, =obert and )oward, (oy 7;EE18, online, accessed ./..<..1
1.
Metelka, 3harles ( 7;EE.8, online, accessed ./..<..1
;A
Tourist attractions may be either built or natural. Hhatever be the type of attractions, it is
expected that it would be interesting enough, affordable, nearby, accessible and appealing to a
wide demographic or potential tourists
&n other words, tourist attractions can be termed as the central aspects of tourism which have
the ability to draw the attention of the potential tourists to visit them. Mill and Morrison
70..08
1;
described attractions are the first and most important and a successful tourists
destination have the blend of certain elements. !gain they concluded that while the attractions
are needed to bring people in, they must have adequate facilities, infrastructure, and
transportation alternatives to make their stay comfortable.
! tourist attraction is a place where tourists, foreign and domestic, normally visit. ,ome
examples include famous historical places, 2oos, museums and art galleries, botanical
gardens, buildings and structures 7e.g., castles, libraries, former prisons, skyscrapers, and
bridges8, national parks and forests, theme parks and carnivals, ethnic enclave communities,
historic trains, cultural events and rare oddities 7Hikipedia, undated8
10
Foeldner et al 70...8 classified attractions as' 7i8 3ultural attractions which includes
historical sites, archaeological sites, architecture, cuisine, monuments, industrial sites,
museums, ethnic, concert, theatre etc, 7ii8 6atural attractions like landscape, seascape, parks,
mountains, flora, fauna, coasts, islands , 7iii8 Events covering mega$events, community
events, festivals, religious events, sports events, trade shows, corporate etc, 7iv8 =ecreation
like sightseeing, golf, swimming, tennis, hiking, biking, snow sports and 7v8 Entertainment
attractions include theme parks, amusement parks, casinos, cinemas, shopping facilities,
performing art centers, sports complex and so on.
&t is found that the owners and marketers of attractions usually advertise tourist attractions on
billboards along the side of highways and roadways, especially in remote areas and the people
can observe. ,ome tourist attractions have free promotional brochures and flyers in
information centers, fast food restaurants, motel lobbies, and rest areas which serve as a road
map promoting many businesses.
&n conclusion, tourist attractions can be places of interest open to public offering recreation,
education or historic interest. &t can be any theme parks, historic houses, museums, 2oos, art
galleries, country parks, leisure complexes etc.
8.2 Travelling, Meanings
Travel is the act of going from one place to another. ,ometimes tourism and travel are used
interchangeably. &n this context travel has a similar definition to tourism, but implies a more
purposeful #ourney. Travel is the transport of people on a trip or #ourney. =easons for travel
include' Tourism$travel for recreation, 5isiting' friends and familyN TradeN 3ommutingDgoing
to various routine activities, such as work or meetingsN Migration $travel to began life
1;
Mill, =. 3. and Morrison, !. M. 7 0..08, 9,!, p. </
10
Hikipedia 7undated8 online, accessed .?..<..1
;E
somewhere elseN 4ilgrimages$travel for religious reasons 7Hikipedia, undated8.
1<
&n the
importance of travel, transport has always been the lifeblood of this industry. Bn the occasion
of Horld Tourism *ay 0..? organi2ed in *oha, @atar, the ,ecretary Feneral of the HTB,
expressed his views that travel enables us to enrich our lives with new experiences, to en#oy
and to be educated, to learn respect for foreign cultures, to establish friendships, and above all
to contribute to international cooperation and peace throughout the world 7rangialli, 0..?8.
1>
)e also concluded that, today, as ever more people #ourney for business or pleasure D to play
sports, attend meetings, visit friends and relatives, or simply seeking excitement $ we have
come to expect our transport to guarantee standards of efficiency, comfort and safety that to a
large extent determine the quality of that experience.
The differences between travelling and living away from home are sometimes very difficult to
differentiate. To determine whether an employee is living away from home or travelling, a
practical general rule, where the period does not exceed 0; days the allowance will be treated
as a travelling allowance rather than a living$away$from$home allowance 76T!!, undated8.
1?
&t also demands for longer periods to determine the nature of the allowance with the guidance
provided by the ruling.
8.8 Service , Meanings and Characteristics
! service is a function which is supported by a subset of endpoints in a region or sector.
,ervice can be defined as an economic activity that does not result anything in the ownership,
and this is what differentiates it from providing tangible goods. *ifferent scholars defined the
term Oservice% and there are plenty of definitions of the term. !ccording to Fronroos 7;EA< as
cited in &slam, 0..?8
11
service means'
T!n activity or series of activities of more or less intangibles nature that normally, but
not necessarily, take place in interactions between the customer and service employees
and"or physical resources or goods and " or systems of service provider, which are
provided as solutions to customer problemsT.
&slam 70..?8
1/
also cited another meaning of service given by ,asser et al. 7;E/A8 and refined
by it2simmons and ,ullivan 7;EA08'
T! service is a package of explicit and implicit benefits performed with a supporting
facility and using facilitating goodsT.
Most commonly used definition of service given by +otler et al. 7;EEE8
1A
is as'
T,ervice is any activity or benefit that one party can offer to another which is
essentially intangible and does not result in the ownership of any thing. )e also
claimed that the activities such as renting a hotel room, depositing money in a bank,
1<
Hikipedia 7undated8, online, accessed .1..<..1
1>
rangialli, rancesco 70..?8, online, accessed .?..<..1
1?
6T!! 7undated8, online, accessed .A..<..1
11
&slam Mohammed =afiqul 70..?8, p. ;A
1/
&slam, Mohammed =afiqul 70..?8, p. ;A
1A
+otler, 4hilipN !rmstrong, FaryN ,aunders, (ohnN and Hong, 5eronica 7;EEE8, p. 1>1
0.
travelling on an aeroplane, visiting a doctor, getting a hair cut, having a car repaired,
watching a professional sport, seeing a movie, having clothes cleaned at a dry cleaner
and getting advice from a solicitor all involving buying service.T
The definition of service given by +otler et al 7;EEE8
1E
also suggests that a marketer needs to
know five main service characteristics which are' 7i8 service intangibility$ means that service
can not be readily displayed, so they can not be seen, felt, heard or smelled before they are
bought, 7ii8 service inseparability$ means that service can not be separated from their
providers, whether the providers are people or machines, 7iii8 service variability"
heterogeneity$ indicates the quality of services depends on who provides, them as long as
when, where and how they are provided which makes difficult to control the service quality,
7iv8 ,ervice perishability$ means that services can not be stored for later sale or use, and 7v8
lack of ownership Dmeans that the service products lack the quality of ownership. or
example, a holiday is an experience and, hopefully, en#oyed, but after the event, it remains
ephemeral, unlike a product in the hand and this lack of ownership which compelled the
service providers to make a special effort to reinforce their brand identity and affinity with the
consumer by one or more methods. *ue to the distinct characteristics of service, it creates
some marketing problems and requires some special attention of the marketer. The marketing
problems related to distinct characteristics of service are shown in the following table 7Table
<.;8'
Ta$le 8.7 Service Characteristics and Marketing Pro$lems
Service Characteristics Marketing Pro$lems
&ntangibility
4erishability
)eterogeneity
&nseparability
$ ,ervices cannot be stored
$ ,ervices cannot readily be displayed, demonstrated or communicated
$ 4rocesses are difficult to set and keep ad#usted
$ 6o patent protection is protection is possible for services
$ ,ervices cannot be inventoried
$ ,ervices cannot be standardi2ed
$ @uality control is difficult
$ 3ustomer interacts with service production and delivery systems and
the service environment
$ 3ustomer may be part of the product, production, and the delivery
system.
$ 6o clear distinction between marketing, human resource management
and operations management can be made.
,ource' Seithaml, 4arasuraman and Berry, ;EA? 7as cited in &slam, 0..?, p. ;/8
&n marketing, a service is non$material or intangible which is considered as equivalent to
goods. or example, airlines services, bank services, business services, financial services,
food, lodging and travel services, information, entertainment, insurance, real estate,
telecommunications, transport, utilities etc. are considered as services. &t is claimed to be a
1E
+otler, 4hilipN !rmstrong, FaryN ,aunders (ohnN and Hong, 5eronica, pp. 1>/$/?;
0;
process that creates benefits by facilitating a change in customers, a change in their physical
possessions, or a change in their intangible assets. Most services are personal or trade such as
car wash, T5 repairing, tailoring, cloth$cleaning, ironing, hair dressing, medical services,
legal advice, and investment counselling and so on. )owever, there are also services which
fulfil people%s high level needs, i.e., self$actuali2ation and status needs, and tourism is
included in this category of services 7+umar, ;EE>8.
/.
&n consideration of the characteristics of
service, tourism service has those characteristics and both quality and the marketing of
products and services offered by tourist agencies have received considerable attention in
recent decades 7Binge and !ndreu8.
/;
&t is worth mentioning here that service quality make up
a key factor in the development of tourism especially in retail tourist agencies. Tourism can
be considered as combination of transport, accommodation, catering, entertainments, natural
resources and other facilities and services. &n addition to that the nature of the tourism product
is that it cannot be examined prior to purchase, can not be stored, and involves an element of
travel.
8.+ :ecreation , Meanings
=ecreation is any activity that can refreshes and recreates, diverts or amuses or stimulates and
can renews health and spirits by en#oyment and relaxation. =ecreation is the employment of
time in a non$profitable way, in many ways also therapeutic refreshment of one%s body or
mind which is active and participatory, but in a refreshing and diverting manner 7Hikipedia,
undated8.
/0
&t is observed that the people in the world% wealthier regions lead increasingly
sedentary life stylesN the need for recreation has grown. The weekend is typically a time for
recreation especially, in (udeo$3hristian and Muslim cultures. Because the ,abbath falls on
the weekend and the ,abbath is the day of rest. &n addition to that holidays are also common
time for recreation.
Though music and dance serve as recreation in many cultures, but several activities are
considered as recreational among which some important are conversing, hunting and fishing,
shopping, sports and exercise, amusement parks, recreational drugs usage etc. &n addition to
these, skiing, snowboarding, B!,E #umping, adventure tourism, rock climbing, sky diving,
paint balling, bungee #umping etc. are considered more exciting forms of recreation in the
recent years. Hatching T5 and listening to music are common forms of recreation in most of
the cultures in the world.
Foodwin 7undated, online8
/<
claimed that the recreation environment is one in which
participants can come to be known not as a label, but by name and recreational settings also
provide an opportunity to get know something about the person that reflects their
individuality.
There are also some controversies about the productivity of recreation and some individual
individuals express their views that excessive recreation is not considered healthy and label as
/.
+umar, Bi#ender 7;EE>8, p. 01E
/;
Binge, E. and !ndreu, C. 7;EEE8, pp. 01<$0EA
/0
Hikipedia 7undated8, online, accessed .1..<. .1
/<
Foodwin, *onna 7undated8, online, accessed ./..<..1
00
escapism, but however, research has shown that recreation contributes to life satisfaction,
quality of life, health and wellness, and that the use of recreation as a diversion may have
clinical applications to individuals with chronic pain and other health impairments. &n
addition to this, some cultures and religions, recreation is encouraged on certain days and
discouraged on others 7Hikipedia, undated8.
/>
=ecreations provide several benefits to individual, family and community, and economic
level. To show the individual benefits, =!6* 3orporation 7;EE<8
/?
claimed that for each
additional mile walked or run by a sedentary person adds an extra 0; minutes to his"her life.
This would save 9.,. society an average of <> cents per mile in medical and other costs. !
study of psychologists found that pleasant events such as dinner with friends or a weekend
hike in the woods gave a boost to the immune system that lasted two to three days 7,achs and
,egal, ;EE>8.
/1
The study also concluded that =ecreation brings meaning, purpose and
pleasure to peopleLs lives. &t contributes to both the years in oneLs life as well as the life in
those years. To show the family and community benefits of recreation, 3lub &ndustry 7;EE?8
//
expressed that people who are socially involved are two to five times less likely to suffer from
heart disease.
!ccording to the study conducted by Brown 9niversity and as reported in TBne ,mall ,tep
for MankindT in The )artford !dvocate in ;EE?, that 9nited ,tates could save J0. billion per
year if every sedentary !merican walked an hour a day 7Brown 9niversity, undated8.
/A
8.* Meaning of <eisure
Ceisure is an English word derived in the ;>
th
century from the Catin word QlicereR meaning
to be permitted or to be free. The word came to be also from the rench word O%loisirR
meaning free time. Ceisure is time spent in non$compulsory activities. &n different time and in
different societies, different scholars have defined the term QleisureR from different angles.
Ceisure in the ancient Freek society was defined as the contemplation of the supreme values
of the world' truth, goodness, beauty and knowledge and this contemplation demanded a life
of leisure 7(uniu, 0...8.
/E
The =omans moved away from the Freek perception of leisure and
found in otium the time required to rest, recreate, and recuperate in order to go back work
7Munne%, ;EE0, as cited in (uniu, 0...8.
A.
!gain, the author mentioned that leisure in the
Middle !ges was not only time to rest and recreate but is became a social exhibition among
the higher social strata which contrasts to the Freek philosophy leisure was the abstinence
from work and the freedom to choose the activity in which to participate.
/>
Hikipedia 7undated8, online, accessed ./..<. .1
/?
=!6* 3orporation 7;EE<8, online, accessed ./..<..1
/1
,achs and ,egal 7;EE>8, online, accessed ./..<..1
//
3lub &ndustry 7;EE?8, online, accessed ./..<..1
/A
Brown 9niversity 7undated8, online, accessed ./..<..1
/E
(uniu, ,usana 70...8, p. 1E
A.
&bid, p. 1E
0<
,o, the term Oleisure% is not a recent modern phenomenon. But over the passage of time, the
meaning and scope of leisure have been changed. Ceisure time is free from compulsory
activities such as employment a business, household, chores, education eating, and sleeping it
is often referred to as Tfree timeT 7Hikipedia, undated8.
A;
The common definition of leisure as
Ttime off workT or Ttime for playT points out an important aspect of leisure time which
specifies the nature of the freedom or opportunity which is involved in leisure' leisure is time
available for action 7Miller, undated8.
A0
)e also expressed his views as' formally, leisure is an
individual human life as measured by time and informally leisure is the time of one%s life. &t
may be either active leisure which implies a desired exertion of energy like hobby, vacation,
leisure sport$ sport for fun rather than for competition or passive leisure which implies a
desire to refrain from exerting energy$ Tdoing nothingT the kind of leisure which implies
going into a near$sleep lounging state.
The increasing instrumentalism of leisure as a reflection of moderni2ation produced Qculture
consumingR instead of Qculture creatingR 7)emingway, ;EE1 as cited in (uniu, 0...8.
A<
The
author also described that leisure is conceived as Qculture creatingR has an element of
communication and interaction among individuals, while free time, and Qculture consumingR
leisure, is a means to an end, making use of sub#ects and ob#ects.
=ecreation service agencies can benefit from having involved and loyal participants"clients
since these participants or clients appear to play an essential role in achieving important
organi2ational goals, including revenue generation, developing a positives reputation,
networking, community development, and promoting the quality of life 7@uoted by &wasaki
and )avit2, 0..>8.
A>
!ttraction is an important dimension which refers to the perceived
importance or interest in an activity or a product and the pleasure value derived from
participation or use. &n addition to that the centrality to life style also encompasses the central
role in leisure activities.
8.' "ifferent Ty-es of Tourism
Tourism can be classified in a number of ways based on the nature of activity, location type
or duration of stay. ! brief description on ma#or types of tourism can be presented as'
8.'.7 Adventure Tourism
!dventure Tourism is a type of niche tourism involving exploration or travel to remote areas,
where the traveller should expect the unexpected. 3. M. )all defined adventure tourism as Qa
broad spectrum of outdoor tourist activities, often commerciali2ed and involving an
interaction with the natural environment away from the participant%s home range and
containing elements of risks in which the outcome is influenced by the participant, setting,
and management of the tourists% experienceR 7@uoted by ,ung, 0...8
A?
. ,ung considered the
A;
Hikipedia 7undated8, online, accessed' ./..<. .1
A0
Miller, Michael 7undated8 online, accessed ./..<..1
A<
(uniu, ,usana 70...8, p. /;
A>
&wasaki, Moshi and )avit2, M. E. 70..>8, pp. >?$>1
A?
,ung, ). ). 70...8, p. 0.
0>
above definition as an incomplete one based on own research findings and gave a new
definition of adventure tourism as a complete one like, Q! trip or travel with the specific
purpose of activity participation to explore a new experience, often involving perceived risk
or controlled danger associated with personal challenges, in a natural environment or exotic
outdoor settingR 7,ung, et al., ;EE/8
A1
.
&t is rapidly growing in popularity as tourists seek unusual holidays, different from the typical
beach vacation and typically involves traveling into remote, inaccessible and possibly hostile
areas. &t may include the performance of acts that require significant effort and grit and may
also involve some degree of risk. Marketers need to formulate the proper strategies to cater to
their target segments effectively.
8.'.2 Agritourism
A style of vacation in which hospitality is offered on firms which may include the opportunity
to assist with farming tasks during the visit where the tourists have the opportunity to pick up
fruits and vegetables, ride horses, taste honey, learn about wine, shop in gift shops and farms
stands for local and regional produce or hand$crafted gifts, and much more. Each farm
generally offers a unique and memorable experience suitable for the entire family. ,ome
scholars defined the term as Oany tourism or recreation enterprise on a working farm% or Oform
of rural tourism whereby paying guests can share in farming life either as staying guests or
day visitors on working farms% 7!kpinar, et al, 0..>8.
A/
They also recognised it as a new
income source for agricultural societies. 4eople are more interested in how their food is
produced and want to meet the producers and talk with them about what goes into food
production and children who visit the farms often have not seen a live duck, or goat, and have
not picked an apple right off the tree.
8.'.8 .cotourism
Ecotourism essentially means ecological tourismN where ecological has both environmental
and social connotations. The &nternational Ecotourism ,ociety defines ecotourism as
responsible travel to natural areas that conserves the environment and improves the well$
being of local people. Ecotourism refers to tourism that is based on the natural environment
but that seeks to minimise the harmful impacts and better still, seeks to promote conservation.
&t focuses on local cultures, wilderness adventures, volunteering, personal growth and
learning new ways to live on our vulnerable planet. =esponsible ecotourism includes
programs that minimi2e the adverse effects of traditional tourism on the natural environment,
and enhance the cultural integrity of local people. Therefore, in addition to evaluating
environmental and cultural factors, initiatives by hospitality providers to promote recycling,
energy efficiency, water re$use, and the creation of economic opportunities for local
communities are an integral part of ecotourism.
The concept of ecotourism is widely misunderstood and, in practice, is often simply used as a
marketing tool to promote tourism that is related to nature. 3ritics claim that ecotourism as
A1
,ung, ). )., Morrison, a. M. and B%Ceary, (. T. 7;EE/8, pp. 11
A/
!kpinar, 6., Talay, &., and 3eylan, 3. 70..>8, pp. >/<$>A1
0?
practiced and abused often consists in placing a hotel in a splendid landscape, to the
detriment of the ecotourism. !ccording to them, ecotourism must above all sensiti2e with the
beauty and the fragility of nature.
8.'.+ !eritage Tourism
The most hottest or recent trend in today%s tourism industry is heritage tourism or visiting
historical sites of an area. 6ow a day, people want to enrich their lives through travelling not
to escape rather than visiting a park or a mountain range. They want to experience unique
places, traditions and history and learn about their cultural roots. )eritage tourism involves
visiting historical or industrial sites that may include old canals, railways, battleground etc
with the purpose of gaining an appreciation of the past. &n addition to that education, fun,
marriage, employment, etc can also be the purpose of heritage tourism. &t can also be
attributed to historical events that have been dramati2ed to make them more entertaining.
)eritage tourism is distinct from visiting a family member in a faraway place because the
connection to the original homeland is removed.
8.'.* Se3 Tourism
,ex tourism is tourism, partially or fully for the purpose of having sex or it can be defined as
a purely physical meet in which the associate is no more than an animated ob#ect. ! good
definition, based on the kind of advertisements that appear in special maga2ines and through
word of mouth, is a man who is going through a mid$life crisis, who has been disenchanted
with his en#oyment of life due to feminism and women%s liberation rhetoricN a man who is
tired of taking a politically correct position on his sexual preferences because of social
pressure 7=ao, ;EEE8.
AA
The author also described that a sex tourist can be a worker, a
professional or a manager, but all of them have one thing in common' they want to feel like
real men and then noted that it is interesting that sex tourism is often promoted in the same
way as gastronomy, which has become an important attribute of a tourist destination.
,ex tourism is legal in any country in the world where prostitution is also legal. ! sex tourist
is usually defined as an adult who travels in order to have legal consensual sexual relations
with another adult often for the exchange of money or presents. Most sex tourists are male,
but sex tourists can be of either gender. ,ex tourism is by a ma#ority considered the gloomy
side of the global phenomenon of tourism.
8.'.' S-ace Tourism
! recent concept in tourism is space tourism where individuals travel for the purpose of
personal pleasure and is only affordable to exceptionally wealthy individuals and
corporations. !mong the primary attractions of space tourism is the uniqueness of the
experience, the awesome and thrilling feelings of looking at the earth from the space.
AA
=ao, 6ina 7;EEE8, p. E/
01
The professional and business interest in space tourism commenced in (apan and continued to
increase and the market studies made there, and subsequently in the 9,! and elsewhere,
during the past very few years suggest that, when fully developed, space travel and tourism
could become a new space$related business with annual revenues of as much as J ;. billion
per year and already ;.$;0 million people visit our !ir and ,pace Museum, the +ennedy
launch site, space camps, etc D a terrestrial space tourism business probably some J; billion
per year in si2e 7=ogers, ;EEA8.
AE
,pace is very much a reality in our livesN even we are not
always aware of it and it is likely to grow in importance in the future, with far$reaching
national and international implications.
8.'.( Cultural Tourism
The cultural tourism has been around for a long time and is the Qoldest of the Onew% tourism
phenomenaR. 3ultural"culture tourism is the subset of tourism concerned with a country or
region%s culture, especially its arts and includes tourism in urban areas, particularly historic or
large cities and their cultural facilities such as museums and theatres. &ngram, )adyn,
70..<8
E.
suggested from the book review on QThe 4artnership between Tourism and 3ultural
)eritage ManagementR by Mc+ercher, Bob and 3ros, du )ilary that cultural tourism
represents tourism which is derived 7from special interests8, motivational 7aspirational8 and
operational 7participation in visiting cultural destinations8 and cultural destinations can be
very diverse, including historical, artistic, scientific, lifestyle, heritage and social offerings
The reviewer also described that since ;E/.s, cultural tourism has begun to be recogni2ed as
a tourism product category with potential, rather than a niche and speciali2ed activity and
cited that the original authors venture to suggest that between <? and /. percent of
international travellers are now considered cultural tourists, and this has started a tourism
bandwagon on to which many destinations would like to climb. &t can also, less often, include
tourism to rural areasN for outdoor festivals, the houses of famous writers and artists,
sculpture parks and landscapes made famous in literature and is generally agreed that cultural
tourists spend substantially more than standard tourists do.
8.'.9 Alternative Tourism
Travellers rarely request Talternative tourismT by that specific nameN instead, they ask for
what they are seeking $ adventure, education, sports, religion, gay and lesbian events,
experiences with communities, etc 7Mader, undated8.
E;
)e also added that the problem with
Lalternative tourismL is that it defines itself by what it is not and travellers rarely describe
themselves or their interests as Lalternative.L !nd the services or destinations they choose are
those that motivate and engage, not the Lother choice.L Hhat is an alternative to some is a
priority for others.
,ome researchers have tried to define alternative tourism as a tourism that gives emphasis to
the contact and understanding between the hosts and the tourist, as well as the environment
7,mith : Eadington, ;EE0 as cited in 6ewsome, Moore : *owling, 0..08.
E0
The authors
AE
=ogers, T. . 7;EEA8, p. <>
E.
&ngram, )adyn 70..<8, p. >;<
E;
Mader, =on 7undated8, online, accessed ;;..<..1
E0
6ewsome, *., Moore, ,. !., and *owling, =. +. 70..08
0/
also cited that tourism which is consistent with the natural, social and community values and
that allows a positive relationship among locals and tourists.
8.'.; =eotourism
Feotourism is defined as tourism that sustains or enhances the geographical character of a
place D its environment, culture, aesthetics, heritage, and the well$being of its residents. !s
such, Feotourism supports these principles 7Mader, undated8.
E<
#orldwatch *nstitute re$orts
that ecotourism, +eotourism, and $ro,$oor tourism are among the increasingly $o$ular niches
in the tra!el industry that aim to address consumers ethical concerns (-uoted by Hagner,
0..?8.
E>
#agner also mentioned that a growing trend in tra!el is the desire of many tourists
for non,ty$ical tourist e.$eriences, such as /ethical0 ad!entures and defined the term
/+eotourism0 as the travel that sustains or enhances the geogra$hical character of a $lace,
including its en!ironment, heritage, aesthetics, and culture.
8.'.7) Benefit Tourism
The British government has been troubled in recent years by what it calls benefit tourism, in
which individuals travel to Britain from other countries, usually from elsewhere in the
European 9nion, to obtain free medical attention or to take advantage of the British welfare
system to obtain what was until recently called unemployment benefit 7it is now officially the
#ob$seeker%s allowance, but let%s not delve into the political implications of this change of
terminology 7@uinion8
E?
. )e also mentioned that more benign term is health tourism, in
which people travel to obtain medical attention not available in their own countries, or which
is obtainable more cheaply, or accompanied by greater privacy which is a thriving business,
with some hospitals having links with hotels so that patients can have good attention and
facilities during convalescence.
8.( Promotion E Meaning and 4orms
4romotion is one of the most important elements of modern marketing which includes the
action plan that basically intend to inform and persuade the potential customers or trade
intermediaries to make a specific purchase or act in a certain manner. Modern marketing calls
for more than developing a good product, pricing it attractively, and making it available to
target customers 7+otler, et al, 0..18.
E1
The authors mentioned that companies must also
communicate continuously with their present and potential customers that lead every
company inevitably cast into the role of communicator and promoter. 4romotion consists of
those activities that communicate the merits of the product or service and persuade target
customers to buy it 7+otler, et al, 0..?8.
E/
or a marketer it is important 7i8 to determine what
promotion and marketing communication activities are supposed to achieve, 7ii8 how the
promotional activities will be conducted, 7iii8 media vehicles be used for the purpose, 7iv8
E<
Mader, =on 7undated8, online, accessed ;;..<..1
E>
Hagner, 3ynthia F. 70..?8, p. ;>
E?
@uinion, Michael 7undated8, online, accessed .1..<..1
E1
+otler, 4hilipN Bowen, (ohn TN and Makens, (ames 3. 70..18, p. ?>;
E/
+otler, 4hilipN Hong, 5eronicaN ,aunders, (ohnN and !rmstrong, Fary 70..?8, p. <>
0A
how the effectiveness or success of a campaign be evaluated, and 7v8 how much money
should be spend in each of the areas of the promotional mix in order to be successful in the
competitive business environment. The process of resolving these different demands that are
placed upon organi2ations has made the setting of promotional ob#ectives very complex and
difficult and has been termed Oa #ob of creating order out of chaos% 7+riegel, ;EA18.
EA
Marketers need to be very careful to anticipate the surrounding business environment,
competitive strategies, and require creative thinking in setting promotional ob#ectives.
,etting realistic promotional ob#ectives is vital for any organi2ation to compete successfully
in the face of stiff competition in the changing business environment. ill 7;EEE8
EE
noted that
the setting of promotional ob#ectives is important for three reasons. !ccording to the author it
7i8 provides a means of communication and coordination between groups 7e.g. client and
agency8 working upon different parts of a campaign, 7ii8 acts as a guide for decision$making
and provide a focus for decisions that follow in the process of developing promotional plans,
and 7iii8 provides a benchmark so that the relative success or failure of a program can be
determined. These arguments state the importance for setting the promotional ob#ectives in a
realistic way. The inability in this regard will obviously lead the organi2ation to an ultimate
failure. &t is worth mentioning here that the organi2ation%s promotional ob#ectives should not
be rigid. Bb#ectives should be flexible so that it can be modify or change due to the change in
the business environment.
*eciding on the promotion mix is an important task for the marketer. !fter setting the
promotional ob#ectives the most important is deciding how the marketer will achieve the
promotional ob#ectives through implementing the promotional activities. The range of
marketing communication method is known as the promotion mix and includes advertising,
sales promotion, personal selling and publicity 76organ, ;EE>8.
;..
Then the author noted that
most organi2ations marketing products or services to the general public would use a
combination of at least two of these methods in order to achieve marketing ob#ectives and
sales targets. +otler, et al 70..?8
;.;
mentioned that a company%s total marketing
communication mixD also called its promotion mixD consists of the specific blend of
advertising, personal selling, sales promotion, public relations and direct marketing tools that
the company uses to pursue its advertising and marketing ob#ectives. The promotional mix is
traditionally perceived to consist of four elements' advertising, sales promotion, public
relations and personal selling 7ill, ;EEE8.
;.0
The author also mentioned that in response to
changing market and environmental conditions, public relations is now seen by some to have
a marketing and a corporate dimension and on the other hand direct marketing is now
recogni2ed as an important way of developing personal relationships with buyers, both
consumer and organi2ational. This discussion leads to have an understanding about the
elements of promotion mix and the ma#or are'
Advertising is a non$personal form of mass communication and offers a high degree
of control for those responsible for the design and delivery of the advertising message
7ill, ;EEE8.
;.<
Then the author stated that the flexibility of this tool is good because it
EA
+riegel, =. !. 7;EA18, pp. E>$;.1
EE
ill, 3hris 7;EEE8, p. ?.0
;..
6organ, ,usan 7;EE>8, p. <;>
;.;
+otler, 4hilipN Hong, 5eronicaN ,aunders, (ohnN and !rmstrong, Fary 70..?8, p. /;E
;.0
ill, 3hris 7;EEE8, p. 1
;.<
ill, 3hris 7;EEE8, p. 1
0E
can be used to communicate with a national audience or a particular speciali2ed
segments and a vast number of people can be reached with the message, so the cost
per contact can be the lowest of the tools in the mix. !t the same time the author
blamed that the ability of advertising to persuade the target audience to think or
behave in a particular way is suspect and the effect on sales is extremely hard to
measure and in addition, the credibility in that audience is less likely to believe
message delivered through advertising than they messages received through some
other tools.
Personal selling is traditionally perceived as a communication tool which involves
face$to$face activities undertaken by individuals, often representating an organi2ation,
in order to inform, persuade or remind an individual or group to take appropriate
action, as required by the sponsor%s representative 7ill, ;EEE, p. 18.
;.>
!ccording to
the author, a sales person engages in communication in a one$to$one basis where
instantaneous feedback is possible and the costs associated with interpersonal
communication are normally very large.
Public relations is the art and social science of analy2ing trends, predicting their
consequences, counselling organi2ation%s leadership, and implementing planned
programs of action which will serve both the organi2ation%s and the public interest
7The Mexican ,tatement, ;E/A8.
;.?
The statement also indicates the necessity of public
relation of being a part of the wider perspective of corporate strategy. Third$party like
maga2ines, newspapers, news programs etc. disseminate the messages on behalf of a
particular company or organi2ation. The increasing use of public relations and in
particular publicity is a reflection of the high credibility attached to this form of
communication and there is no charge for the media space or time but there are costs
incurred in the production of the material 7ill, ;EEE8.
;.1
4ress relations, product
publicity, corporate communications, lobbying and counselling etc. are the different
tools which can be used for public relation effectively.
Sales promotion includes those activities which provide an incentive, additional to the
basic benefits provided by a product or service, and which temporarily change the
perceived price"value relationship of that product or service 7,himp and *eCo2ier,
;EA18.
;./
!gain, +otler, et al 70..?8
;.A
defined sales promotion as the short$term
incentives to encourage the purchase or sale of a product or service. !ccording to the
authors, samples, cash refunds, price packs, premiums, advertising specialities,
patronage rewards, point$of$purchase displays and demonstrations, and contests,
sweepstakes and games can be used for consumer promotion tools and many of the
tools used for consumer promotions$ contests, premiums, displays D can be used as
trade promotions or alternatively, the manufacturer may offer a straight discount off
the list price on each case purchased during a stated period of time 7also called a price$
off, off$invoice or off$list whereas in business promotion includes many of the same
tools used for consumer or trade promotions but mainly conventions and trade shows
and sales contests are used for business promotions. &t is important to mention here
;.>
ill 3hris 7;EEE8, p. 1
;.?
Mexican ,tatement 7;E/A8, 4ublic =elation Trust Mexico
;.1
ill, 3hris A;EEE8, p. A
;./
,himp, T. !. and *elo2ier, M. H. 7;EA18, p. >>1
;.A
+otler, 4hilipN Hong, 5eronicaN ,aunders, (ohnN and !rmstrong, Fary A0..?8, pp. /;E, /AA$/E;
<.
that in deciding on the tools of sales promotion, marketers need to consider the
competition and cost effectiveness of each tool.
Direct Marketing is defined as any activity which creates and profitably exploits a
direct relationship between the company and its prospect 7Bird, ;EA0, as stated in
6organ, ;EE>8.
;.E
The author also mentioned that once the relationship is initiated, it
can be developed and maintained with a variety of promotional techniques, from
direct mail to personal selling. *irect marketing is a term used to refer to all media
activities that generate a series of communications and responses with an existing or
potential customer 7ill, ;EEE8.
;;.
Telephone, mail, fax, e$mail, the &nternet etc can be
used to communicate directly with specific consumers and to create and sustain a
personal and intermediary$free dialogue with them.
The above discussion leads to a conclusion that a marketer can use any of the promotion tools
or a combination of more than one tool for promoting a product or service. But it depends on
the nature of the product, price, customers% locations, prevailing competition, cost involved,
availability of the budget for promotion, company%s overall ob#ectives etc. &t is worth
mentioning here, that the success of the promotional activities largely depends on the realistic
selection of the promotional tool7s8 and the creativity in operating the promotional activities.

;.E
6organ, ,usan 7;EE>8, p. <A1
;;.
ill, 3hris 7;EEE8, p. >/;
<;
Cha-ter + Product S-ecification: Tourist Attractions in
Bangladesh
+.7 Introduction, =eogra-hical <ocation of Bangladesh
Bangladesh is a developing country in ,outh !sia located between 0.U<>V to 01U<AV north
latitude and AAU.;V to E0U>0V east longitude, with an area of ;>/,?/. square km and with the
boarder on the west, north, and east with &ndia, on the southeast with Myanmar, and the Bay
of Bengal is to the south 7Environment and Bangladesh, undated8.
;;;
The territorial waters of
Bangladesh extend ;0 nautical miles, and the exclusive economic 2one of the country is 0..
nautical miles. There is a large marshy #ungle coastline on the Bay of Bengal and popularly
known as the ,undarbans $ one of the largest mangrove forests in the world, the home of
=oyal Bengal Tiger. Bangladesh located in the Fanges *elta$ the largest delta in the world
having densely vegetated lands often called the Green Delta. The densely populated delta is
formed by the confluence of the Fanges 74adma8, Brahmaputra 7(omuna8, and Meghna rivers
and their tributaries as they flow down from the )imalaya situated near the north$western
frontier of the country, creating the largest riverine delta in the world. Bn the south is a highly
irregular deltaic coastline of about 1.. km, fissured by many rivers and streams flowing into
the Bay of Bengal. ,tandard Time in Bangladesh is FMT W 1 hours. *ue to the country%s
geographical position, the country is remote from the ma#or tourist generating countries of
Europe, 6orth !merica and (apan, but at the heart of some of the world%s ma#or tourism
destinations 74annell +err orster !ssociates, ;EAA8
;;0
of the ,outh East !sia.
+.2 Seasons and Climate
Bangladesh has a subtropical monsoon climate characteri2ed by wide seasonal variations in
rainfall, moderately warm temperatures, and high humidity. The warmest month is !pril and
(anuary is the coldest month in the country. )eavy rainfall is characteristic of the climate of
Bangladesh with only the exception of the relatively dry western region of =a#shahi, where
the annual rainfall is about ;1. centimeters and the other regions have at least average rainfall
of 0.. centimeters.
Season climatic type, at any place, associated with a particular time of the year and which is
changed mainly due to the change in attitude of the earthLs axis in relation to the position of
the sun at a particular place. Bangladesh is known as the land of six seasons namely summer,
rainy, autumn, late autumn, winter and spring. The duration of each season is expected to be
two months but some seasons flow into other seasons, while others are short. !s a result,
three distinct seasons can be clearly identified which are summer season lasting from March
to May with maximum temperatures range between <0U3 and <AU3, rainy reason from (une to
Bctober and winter season continues from 6ovember to ebruary when the average
temperature for most of the country is ;.U3 and lingering around the <.U3 mark for most of
the year. The best period for foreign tourists to visit Bangladesh is the rainless dry season
lasting from 6ovember to March, when the temperature ranges between ;<.< and 01.? X3
;;;
Environment and Bangladesh 7undated8, online, accessed 0A..<..1
;;0
4annell +err orster !ssociates 7;EAA8, p. ;
<0
+.8 Tourism Attractions6S-ots of Bangladesh
The world thinks of Bangladesh as poor, flood$ravaged, and more of a disaster 2one than a
travel destination. &n some respects, the world is right but hiding behind these images is a
country with a rich history, a strange beauty, and some interesting attractions and it is not,
however, a destination for everyone 7=oaming !round Bangladesh, undated8.
;;<
Bangladesh is
a country which has a rich tradition, history and architecture. &ncredible greenery, mighty
rivers and attractive river cruises, sunny beaches, colourful tribal life and attractive cultural
functions offer great tourist attractions.
Bangladesh can offer to the foreign tourists to satisfy their unquenchable needs by the artistic
with bounty of tourism resources like natural beauty, sea beaches, forests, lakes, hills, wild
lives, archaeological attractions, monuments, handicrafts, sanctuaries, religious festivals,
folklore, cultural heritage, way of life, tribal culture etc. QThe Moorish traveller &bn Batuta
who visited Bengal in the fourteenth century described Bengal as the wealthiest and cheapest
land of the world and stated that it was known as Oa hell full of bounties% and in seventeenth
century rench traveller rancois Bernie observed and stated Egypt has been represented in
every age as the finest and most fruitful country in the world, and even our modern writers
deny that there is any other land of peculiarly favoured by natureN but the knowledge & have
acquired of Bengal during two visits paid to that kingdom inclines me to believe that pre$
eminence ascribed to Egypt is rather due to BengalR 7Ministry of &nformation, FBB as cited
in )ossain, ;EEE8.
;;>
)ossain also added that with the passage of time, Bangladesh has lost its
glory and foreign tourists have lost their interest to visit Bangladesh as a ma#or attractive
destination. Till the liberation of Bangladesh in ;E/;, most tourists kept their visits to *haka
and !grabad, however with limited satisfactory accommodation in the rest of Bangladesh at
that time, saw neighbouring +olkata in Hest Bengal of &ndia, who were well ahead with their
facilities, soar in popularity and which took until the middle of the nineteen nineties for the
improvement in accommodation started to show increased numbers of tourist flow 7Travel in
Bangladesh, undated8.
;;?

4resently, Bangladesh has got improvement and has overcome some of the limitations
regarding the facilities of accommodation, transportation and other benefits required to attract
foreign tourists and swelling in numbers. oreign tourists as well as the local nationals are
visiting some unique sights and places like 3oxL Ba2aar, Teknaf, the ,undarbans, +uakata,
4aharpur and Tetulia etc. a large number of Bangladeshi expatriates is coming to Bangladesh
not only to visit their families, but for a holiday and to experience the vibrant and culturally
rich country of their forbearers. !ll of these tourists require appropriate accommodation and
the demand in hotel beds and restaurants are now possible to meet for every taste and every
budget successfully. Bangladesh has many tourist attractions including beaches,
archaeological sites, historic mosques and monuments, resorts, forest and wildlife. The ma#or
tourist attractions of Bangladesh can be presented in following sub sections'
;;<
=oaming !round Bangladesh 7undated8, online, accessed ;...<..1
;;>
)ossain, Md. !f#al 7;EEE8, p. <E
;;?
Travel in Bangladesh 7undated8, online, accessed ;0..<..1
<<
+.+ Sea Beaches as the Tourism Attractions in Bangladesh
Bangladesh has the world longest ;0. km unbroken sea beach sloping here down to the blue
water of the Bay of Bengal in 3ox%s Ba2ar. ,uch a longest sea beach covering miles of
golden sands, soaring cliffs, surfing waves, rare conch shells, Buddist Temples, 4agodas and
en#oyable sea$food all of these make 3ox%s Ba2ar today, the tourist capital of Bangladesh
which is almost impossible to be found in any where of the other tourist destination of the
world. The warm shark free water is most suited for bathing and swimming along with the
opportunities for sun$bathing offered by the sandy beaches. &n addition to that the tourists can
en#oy the charming beauty of the sun$setting behind the waves of the sea. &ts uniqueness also
lies in the natural beauty having an uninterrupted smooth$sandy sea shore along with silvery
waves and high tides on the one side and a chain of green deep forested hills, artful pagodas,
colourful tribal people, etc. running parallel to the beach and making a picturesque
background on the back side 7)ossain, ;EEE8.
;;1
!ll these appeals made 3ox%s Ba2ar as one of
the most attractive tourist spots in the world.
+uakata is the second longest beaches in Bangladesh which is approximately ;A km long and
0 km wide and is situated at a distance of /. km from the district headquarter of 4autuakhali.
The opportunities of observing the scenic beauty of both sunrise and sunset in a calm
environment from the sea shore has made it a rare and magnificent sea beach in the world
7)ossain, ;EEE8.
;;/
This beach slopping quietly to the Bay of Bengal provides the pleasant
opportunity of bathing. Talukder 7;EE/8
;;A
mentioned that the sound and glittering breaks of
rolling water in the sea seem to sparkle like diamond crowns at the tops of the gentle waves in
the moonlight nights. &n addition, the blue sky, line by coconut trees, natural beauty, green
forest, migratory winter birds, the colourful sail boats, surfing, fishing or walking on the
beach etc have contributed to make the beach as an excellent and unique spot for tourists.
4arki beach is another attractive tourist spot in Bangladesh located at Fahira and lies at
+arnafuli river channel. This beach is about ;? km long and <.. feet to <?o feet wide with
0.km tamarisk forest. The visitors can en#oy to view the +arnafuli river and the Bay of
Bengal together and can observe the big ships anchored at the outer dock, fishermen catching
fish in sea, sunset, various coloured crabs at the beach, and calm surroundings. &n addition to
that, there are some other beaches like &nani beach in 9khia, 3ox%s Ba2ar, ,t. Martin &sland
also known as 6aikel (in#ira 73oconut &sland8, 4atenga beach which are also attractive to the
foreign tourists as well as the local tourists of the country.
+.* Archaeological Sites
Bangladesh is a country which is significantly rich in archaeological wealth from the pre$
Muslim as well as during the Muslim rules. The ma#or archaeological sites of Bangladesh
include Mainamati, Mahasthangarh, Buddhist relics of 4aharpur and ,itakunda. ! brief
description of these sites can be presented as'
;;1
)ossain, Md. !f#al 7;EEE8, p. >0
;;/
)ossain, Md. !f#al 7;EEE8, p. >0
;;A
Talukder, !roop 7;EE/8, p. 00
<>
Mainamati , The low hills known as Mainamati Calmai ridge$ a wide$ranging centre of
Buddhist culture which is located about ;;> km south$east of *haka and A km to the west of
3omilla town. The remnants of the enormous Buddhist stupas and monastery disclose the
information of previous glorious history Buddhist civili2ation of the A
th
to ;0
th
centuries !.*.
of this region. ! site museum housed the archaeological finds which include terracotta
plaques, bron2e statues and casket, coins, #ewellery, utensils pottery and votive stupas
stamped with Buddhist inscription. !ll these have made Mainamati renowned and capable to
attract the tourists.
Pahar-ur , The largest Buddhist seat of learning located at =a#shahi. The most important and
the largest known monastery, help to recollect the glorious past of the then Bengal under the
4ala dynasty of A
th
century !.*. and had been declared as a Horld )eritage ,ite by
96E,3B. Bangladesh 4ar#atan 3orporation makes the arrangements of package tours for the
interested tourists to visit Bangladesh.
Mahasthangarh E The oldest archaeological site of Bangladesh situated at a distance of ;A
km to the 6orth Bogra town and is famous for its si2e and height of the tower and pavilion.
There are several isolated mounds which are locally well$known as Fovinda Bhita Temple,
+hodai 4athar Mound, Mankalir +unda, 4arsuramer BediN (iyat +unda etc. surround the
fortified city. &t is an archaeological site of the <
rd
century B.3. and till today held to be of
immense holiness by the )indus. &t is also to be mentioned here that the shrine of ,hah ,ultan
Bulkhi Mahisawary and Fokul Medh in the neighbourhood of Mahasthangarh.
Sitakunda E Bne of the oldest temples in the &ndian subcontinent which is famous for
3handranath )indu Temple and is located about </ km far away from 3hittagong, the 0
nd
largest city of Bangladesh. &n addition to that in ,itakunda, there is also Buddhist Temple
with a footprint of Cord Buddha and the places are considered as very scared by the )indus
and Buddhist and attractive for both the local and foreign tourists
+.' !istorical Places and Cultural !eritage
Bangladesh is a country which has an ancient land full of historical events and cultural
traditions. &ts ancient cultures, age$old customs, wonderful traditions, religious vales, etc
spiced and added to by conquerors, adventures and powerful dynasties now represent a great
wealth for historical and cultural tourism 7)ossain, ;EEE8.
;;E
*uring more than five centuries
7;0.0 !.*. to ;/?/ !.*.8 of the Muslim rule in Bengal, many new cities were built and she
was adorned with innumerable places, forts, free$standing victory towers, mosques,
madrashas, mausoleums, roads and bridges 7B43, as cited in )ossain, ;EEE8.
;0.
The Bengal
region has a multifaceted folk heritage, enriched by its ancient animist, Buddhist, )indu, and
Muslim roots. Heaving, pottery and terracotta sculpture are some of the earliest forms of
artistic expression.
Bangladesh has a rich and diverse culture and her deep rooted heritage is amply reflected in
her architecture, literature, dance, drama, music and painting. Bangladeshi culture is
;;E
)ossain, Md. !f#al 7;EEE8, p. >>
;0.
)ossain, Md. !f#al 7;EEE8, p. >?
<?
influenced by three great religions$ )induism, Buddhism and &slam in successive order, with
&slam having the most pervading and lasting impact. The traditional music, tribal dances,
drama and theatre are old traditions and very popular in Bangladesh. ! brief description of
which can be presented as'
+.'.7 !istorical Places
There are some places in Bangladesh which are historically important in the ,outh !sia and
many tourists are attracted to these places. ,onargaon is one of them and is away about <. km
from *haka. &t is one of the oldest capitals of Bengal. This place is also famous for folk$arts
and craft museum, the shrines of 4an#pirs and ,hah !lia and the tomb of ,ultan Fiasuddin
7;<EE$;>EE !.*.8 one of the ancient monuments still intact of that region. !nother one is
6atore, an old seat of the Mahara#ah of *ighapatiya presently known as the 9ttara
Fanabhaban $ the official residence of the 4resident of the =epublic of Bangladesh in
6orthern region, ,agordari, (essore, the birth place of poet Michael Modhusudan *utta $ the
first modern poet of Bangla Citerature. Mu#ibnagar Memorial, Meherpur $ the beautiful
memorial dedicated to the first revolutionary government of Bangladesh that was declared
here on ;> !pril, ;E/; during the liberation war of Bangladesh. Trishal, Mymensingh $ the
place where innumerable boyhood memories of our national poet +a2i 6a2rul &slam are found
around and bears the memory of the =ebel poet +a2i 6a2rul, the ,helley of Bangladesh.
Fandhi !sram at (ayag in 6oakhali was built in the memory of historic visit of the Mahatma
Fandhi to that place in ;E>1$>/ and devoted to his ideology and deep respect to the unique
memories of the great soul.
+.'.2 Monuments
Monuments $ !mong the different monuments, the ma#or ones include' National Memorial
- located at ,avar, *haka , dedicated to the sacred memory of millions of unknown martyrs of
liberation war of ;E/; that brought Bangladesh into being an independent countryN Central
Shahid Minar $ bears the symbol of Bengali nationalism and is dedicated to the honour of
martyrs of the historical language movement of ;E?0 to establish the right of Bengali as the
state languageN Lalbagh ort , the scene of bloody battle during the first war of
independence and the fort also includes the !omb of Pari "ibi # ait lady D daughter of
6awab ,haista +han who succeeded 4rince Mohammad !2am8, mosque, )ammam +hana
7bathing place8 of 6awab ,haista +han presently housing a museumN Monuments of
"angabandhu Sheikh Mu$ib located at Tungi 4ara, Fopalgon# in the memory of our great
national leader and the father of the nationN Mart%red &ntellectual Memorial to commemorate
the intellectuals killed in ;E/;N National Poet's (rave%ard $ &n the memory of revolutionary
poet +a2i 6a2rul &slamN )orld )ar && Cemeter%, 3hittagong where over /.. soldiers burried
from 3ommonwealth countries and (apan, who died during the ,econd Horld HarN !omb of
Sultan (hi%asuddin A*am Shah at ,onargaonN Mausoleums of the National Leaders, )ar
Memorial at Mu$ib Nagar, MeherpurN Mausoleum of Atish Dipankar, BikrampurN
Mausoleum of Shah Ali "agdadi at MirpurN "ahadur Shah Park Monuments$ dedicated in
the memory of the martyrs of ;A?/ war against the British rule etc are the most famous
monuments in Bangladesh .
<1
+.'.8 !istorical Buildings
There are some prominent buildings which are the symbols of history and have the
attractiveness to the tourists. ,ome of them are' Calbagh ort$ built in ;1/A !.*. by prince
Mohammad !2am, son of Mugal Emperor !uranga2eb, The 6ational 4arliament building
known as (atiya ,angsad Bhaban designed by the will$known architect Couis & +ahn and is
famous as a distinctive architectural features throughout the region, Banga Bhaban D the
official residence of the 4resident, Bld )igh 3ourt Building D the residence of the British
Fovernor which carries combined symbol of European and Mughal architectures, 3ur2on
)all, 3hota +atra built in ;11< !.*. by 6awab ,haista +han, Baro +atra built in ;11> !.*.
by ,ubadar ,hah ,hu#a, 6onakanda river port, &ndrapukur river port at Munshigan#, +a2i
6a2rul !cademy etc. !ll these bear the epitome of the nationLs rich cultural tradition.
+.'.+ Museums
!mong the different museums in Bangladesh, the ma#or ones include National Museum
established in ;E;< and which has four main departments, namely' 6ational )istory1 )istory
and Cultural art1 Ethnography and *ecorative art, and 3ontemporary art and 3ivili2ation.
.ach de-artment is enriched 5ith rare collectionsF "angabandhu Memorial Museum in
the memory of the father of the 6ation who was killed by few misled army personnel and
anti$freedom force on the night of ;? !ugust, ;E/? with most of his family membersN Mukti
+uddho 7Ciberation Har8 with rare photographs of our liberation war and items used by the
freedom fighters and martyrs of our glorious warN ,ia Memorial Museum in 3hittagongN
Ahsan Man*il Museum1 "haka , todayLs renovated !hsan Man2il a monument of immense
historical beauty and displaying of traits, furniture and household articles and utensils used by
the 6awabN olk Art Museum established in ;E/? to fulfill the dream of the celebrate painter
,hilpacharya Sainul !bedin with a rich collection of different folk ob#ects of aesthetic and
utilitarian values reflecting the temperaments, skills and expertises of the artists and artisans
who made themN Science Museum located at !gargaon, *haka D a museum of modern
learning centre related to the latest scientific discoveriesN Shilaidaha -uthibari Museum,
+ustia which carries memories of 6obel Caureate poet =abindranath Tagore 7;A1;$;E>;8 and
preserves many of his short stories songs and poem in this house, and some special and rare
attractions like' =abindranath Tagore%s photographs of childhood, youth and old age are
exhibited here. ,ome paintings painted by Tagore display here. The paintings named 6isorgo
76ature8, 6issobdo 7,ilence8, ,onali ,ondya 7Folden Evening8 etc. are available hereN
.thnological Museum at 3hittagong with full of extensive facilities for ethnological research
of ob#ects associated with the ethnic tribes of Bangladesh, tribes of !ustralia, &ndia and
4akistanN Court "uilding Museum located on the airy )ill in 3hittagong with the
commands of magnificent view of the port city and witness to many activities and during the
war of liberation in ;E/;N !ribal Museum established D a tribal cultural museum located at
=angamati and established in ;E/A for the preservation of valuable ob#ects and articles of
different tribes depicting their socio$economic, cultural and historical traditions which include
typical tribal dresses, ornaments, arms, ammunitions, coins, statues made of gold, bron2e and
other metals, musical instruments, ivory products, handicrafts and paintings on tribal life, etcN
/arendra 0esearch Museum at =a#shahi, this museum has a rich collection of ob#ects from
Mohen#odaro and also from ;1th to ;Eth centuries with a rich collection of interesting ob#ects
of )indu, Buddhist and Muslim heritageN Mainamati ,ite Museum, 4aharpur ,ite Museum
and Mahasthangarh ,ite Museum.
</
+.'.* "ances1 Art and Music
Bangladesh is rich with the heritage of classical dances, arts and music covering both
traditional Bengali artists and the various hill tribes. The convention of dance in Bangladesh
includes classical dance, indigenous and folk dance, ethnic groups dance traditions etc. !ll of
these widely practiced and reflect the rich culture and history of Bangladesh. The
Bangladeshis on an average have a profound relationship with nature and the music of
Bangladesh is therefore emotional, thrilled and romantic. ,ome of them are' classical and
semi$classical songs and music, palli geeti or folk song, =abindra sangeet 7songs by 6obel
Caureate in Citerature ;E;<, =abindranath Tagore8, 6a2rul geeti 7songs by the =ebel and
national poet of Bangladesh8, band music or rock music, pop songs, inspirational songs for
the masses, !dhunik Faan or modern Bangla songs etc.
+.( 4orest1 =ardens and Parks
orests, gardens and parks can be the suitable sites for the marvellous potentialities of eco$
tourism development in the country, as there are numerous sites for the same and can be
attracted numerous tourists. The brief description of the ma#or forests, gardens and parks of
the country has been presented in the following sections'
+.(.7 4orests
orest is considered as renewable resource in every country. Bangladesh is no exception from
this. The ma#or forest of Bangladesh includes'
Sundarban D The world%s largest mangrove forests is formed at the delta of the Fanges,
Brahmaputra and Meghna rivers on the Bay of Bengal. Total area of the entire ,undarbans is
about one million ha, 1.I of which is found in Bangladesh and the rest in &ndia 7,undarban
Hildlife ,anctuaries, Bangladesh, undated8.
;0;
This mangrove forest is a cluster of islands
with an approximate area of 10;1 ,q. kms within the Bangladesh territory and further
extended to the south$west in the &ndian Territory which includes as area of >A.. sq kms
7+amal, ;EE08.
;00
The ,undarbans $ the home of world famous =oyal Bengal tiger inhabited
by varieties of beautiful trees and is criss$crossed by a network of rivers and creeks. &t is
named as ,undarban due to the ,undari tree is a common species of this forest. 3onsidering
the exceptional natural value of ,undarban mangrove forest, the Horld )eritage committee of
96E,3B acknowledged the ,undarban of Bangladesh in the Horld )eritage list by their 0;st
session in ;EE/ and Bangladesh government declared the ,undarban as Horld )eritage ,ite
in ;EEE that it offers fabulous opportunities for tourism. or foreign visitors and for the
expatriate community there are two principal attractions' firstly, the peace and tranquillity of
an unspoiled wilderness which is free from noise and commercial exploitation and also which
is very often in immediate contrast with the cities they inhabitN and secondly, a relatively
unknown and unexplored destination with a reputation for wildlife to be able to indulge in
recreational activities such as wildlife watching, #ungle walks and exploration 7Moss,
;0;
,undarban Hildlife ,anctuaries, Bangladesh 7undated8, online, accessed ;?..<..1
;00
+amal, !. Saman 7;EE08, p. ?
<A
;EE>8.
;0<
There are three wildlife sanctuaries in ,undarbans% heritage site like ,undarban East
Hildlife ,anctuary, ,undarban ,outh Hildlife ,anctuary and ,undarban Hest Hildlife
,anctuary. ! complex network of tidal waterways, mud flats and small islands of salt tolerant
mangrove forests has interconnected these three sanctuaries. &n addition to that, the region
also includes the wildlife of cheetahs, spotted deer, crocodiles, monkeys, pythons, wild bears
and hyenas. ,undarban is the forest of endless mystery. The =oyal Bengal Tiger, spotted deer,
monkeys, birds, beehives, imaginary gods, and demons have made the forest mysterious
7Fa2i, undated8.
;0>
Tourists have the opportunities to observe the tides flowing in two
directions in the same creek and often tigers swimming across a river or huge crocodiles
basking in the sun. )iron 4oint known as 6ilkamal, +atka and Tri +ona &sland provide the
best vantage points for watching tigers, deer, monkeys, crocodiles and birds. *ublachar of
,undarban is a ma#or point of a fishing village and where groups of spotted deer often come
to gra2e there. )ossain 7;EEE8
;0?
mentioned that ,undarbans have much potentials of being
the most attractive and resourceful attraction in the world and can be one of the most highly
visited tourist$spots for the eco$tourists in the world if suitable accommodation, proper
facilities and necessary transport networks are developed. )e also added that by ensuring
these arrangements , the unspoiled wilderness of the mysterious ,undarbans will attract a
huge number of local and foreign tourists for seeing sights, watching wild lives and birds,
seeing colourful forests, walking in the #ungles, en#oying short$day excursions, meeting
special interests and doing other activities.
There are some other forests like ,al forest in Mymensingh, Fa2ipur, 3omilla region and lush
green forest of ,ylhet, Mymensingh and 3hittagong )ill$tracts have the capabilities of
attracting tourists from all over the world.
+.(.2 =ardens and Parks
Fardens and parks are considered the tourists products. The tourists can en#oy the natural
beauty of the gardens and parks. The following are the important gardens and parks in
Bangladesh'
Suhra5ardy Uddayan , ormerly known as the =ace 3ourse Maiden surrounded by *haka
9niversity, Mausoleum of 6ational poet +a2i 6a2rul &slam, 6ational Museum, *haka ,hishu
4ark, The Engineers% &nstitution of Bangladesh, )igh 3ourt and ,upreme 3ourt Building,
Bangladesh ,hishu !cademy, 3ur2on )all, Bangla !cademy etc which are also attractive
tourist attractions of the city. This 9ddayan is historically famous because Bangabandhu
,heikh Mu#ibur =ahman declared the programs of non$cooperation movement on / March,
;E/; against the 4akistani ruler which is basically the declaration of independence of
Bangladesh and also the commander of the 4akistani occupation forces surrendered at this
9ddayan on ;1 *ecember ;E/;.
Bational Park E Bhawal national park, >. km away to the north of *haka is located at
Fa2ipur district with an area of over ;1,... acres of land. Bhawal 6ational 4ark offers
serenity from the bustle of the city for the city dwellers. There is a ;... metre long
;0<
Moss, 4eter de 5ere 7;EE>8, p. <E
;0>
Fa2i, ,hahid 7undated8, online, accessed ;E..<..1
;0?
)ossain, Md. !f#al, p. ><
<E
meandering man$made lake having angling and rowing facilities in side the park. The main
plants of this recreational forest is Far#an 7!ssam ,al8 and fauna includes small tigers,
leopards, small bears, monkeys, porcupine, foxes and pythons, li2ards and many local birds.
The closeness of the park from the capital city creates the park as a promising one to be
developed as eco$destination with developed services and recreation facilities.
Modhu-ur Bational Park DCocated in Tangail district which was established in ;E10 with
an area of A><1 hector of land. Bnce upon a tine the park was very rich in wild fauna like
elephant, buffalo, tiger, leopard, peafowl etc. but these are died out now with a rest of 0;
species of mammals, ;>. species of birds and 0E reptiles. The park seems to be a very suitable
destination of future eco$tourist because of its unique biodiversity, cultural heritage of local
tribal communities and wilderness of the park.
#a-tai Bational Park D Established in ;EEE with a total area of ?>1> hectare of land which
is located in =angamati )ill *istrict. The green hills, vast +aptai lake, Tribal 3ultural
Museum, =a#bon Bihar, )anging Bridge ad#acent of Tourism complex, ,oubolng, +aptai
)ydro$Electric 4ro#ect, numerous springs as well as the unique life style of tribal people,
wildlife like *eer, Elephant, (ungle cat, Monkey etc. in the park have made it as one of the
tourist place of Bangladesh and attracting a huge number of tourists.
:amna Park E The largest park in *haka and popularly known as =amna Freen with trees,
flowers, gardens and walking, boating and restaurants facilities for the recreationists. ! large
number of indigenous and foreign varieties of plants and trees are available in the park.
!imchari Bational Park D Established in ;EA. with an area of ;/0E hectare of land in
)imchari, 3ox%s Ba2ar. Evergreen and semi$ever$green tropical forests are found in this area
with a large number of species. ! large waterfall along with a unique place comprising the
scenic beauty of green hills and blue waves of huge sea is considered as the heaven of tourists
which attracts a huge number of tourists.
:amsagar Bational Park D ! famous tourist spot with an area of 0/./1 hectare of land at
Te#pur about A km away to the south of *ina#pur and was extended in 0..; over 1E.;1 acres
of land . &t is basically the biggest man$made water tank of Bangladesh which bears some
exceptional historic events of national heritage. The tank was named after =a#a =am 6ath
who excavated it on the eve of the battle of 4alashi. *uring winter huge number of migratory
birds visits this lake which added some recreational charms of visitors.
Baldha =arden , Bne of the oldest botanical garden in this part of the &ndian subcontinent
founded by Samindar 6arendra 6arayan =oy 3howdhury in ;E.E at Hari, *haka. There are
about ;?.. indigenous and exotic plants which cover of 1/0 species and A/ families in the
garden. ,ome of these plants are collected from different countries during the last one
century. The garden is prominent for its floristic splendour and a huge collection of rare and
exotic plant species
>.
Bational Botanical =arden , Established in ;E1; and is located to the eastern side of
6ational Soological Farden in Mirpur with a total area of A> hectare of land. The garden has
a collection of about ;.. species of local and foreign plants. !bout ;.. varieties of roses, in
the bamboo grove ;.. varieties of bamboo, varieties of sandal wood are some notable
attractions of the garden along with about 1. species of different rare and exotic plants like
!nthurium 7!nthurium crystallinum8, ,ambucuas 7,ambucus nigra8, *ambia 7*ombeya
spectabilis8, !frican Tulip 7,pathodea campanulata8, white L=anganL 7&xora superba8, !ma2on
Cily 75ictoria ama2onica8, 3amphor 73inamomum camphora8, =abbit ern 7*avallia
canariensis8, )arh#oraL 75itis quadrangularis8, white L3handanL 7,antalum album8, etc.
Bational Goological =arden D is also known as Mirpur Soo which is established on about
0<. acres of land. This Soo is rich with collection of nearly ;?.. animals and birds including
;0A species like' Cions, =oyal Bengal Tiger, panthers, +angaroo, Tapir, *eer, Monkeys,
3himpan2ees, 4ythons, and 3rocodiles, Elephants, 3olourful Birds and other animals. There
is a 2oological museum inside the Soo. !pproximately two million people visit the 2oo in a
year.
Sitakunda Botanical =arden and .co,-ark D a reserved forest block with unique natural
beauty established in ;EEA at the foothill of historically renowned 3handranath )ill at
,itakunda, 3hittagong with a total area of A.A hectare. &t is a promising site for developing
habitat of wild flora and fauna, blooming eco$tourism and developing research and education
for scientists of home and abroad.
Madha$kunda .co,-ark D established in 0..; with an area of 01?.1A hectare of land and
located in Madhabkunda, Moulaviba2ar. The park has been declared as Eco$park to conserve
the Madhabkunda waterfall and surrounding biodiversity which has widen a new facet of
developing eco$tourism, biodiversity conservation and development of education and research
in the areas.
"ulahaCra Safari Park E a promising park for eco$tourism established in ;EEE with an area
of 1.. hectare of land and is located near 3hakaria. !n ama2ing park where the visitors can
watch animals in natural state moving freely in large areas
+.9 Sanctuaries
&n Bangladesh, there are some beautiful and ancient sanctuaries which have special appeal to
attract tourists in Bangladesh. !ccording to )ossain 7;EEE8
;01
visitors from the Middle East,
4akistan, &ndia, +orea, Thailand and (apan can be attracted to the historically important
sanctuaries like mosque, shrines, tombs, temples, churches and Buddhist monasteries which
can be presented in the following sections'
;01
)ossain, Md. !f#al 7;EEE8, p. ?0
>;
+.9.7 MosAues
&n Bangladesh there are so many ancient and beautiful mosques which have the capabilities to
attract tourists especially for religious tourism because of their arts, designs, and historical
importance. ,pecially, *haka has several hundred historic mosques and is known as the city
of mosques. ,ome of the ma#or notable mosques in the country includes Seven Domed
Mos1ue built in ;/
th
century, "aitul Mukarram $ 6ational mosque of the country which was
built after the pattern of the +aba ,harif, Star Mos1ue 7a five$dome mosque8 built in ;A
th
century, Cha2kba*ar Mos1ue, 3useni Dalan Mos1ue, Shait-(ambu$ Mos1ue 7;1.Yx;.AY8,
Bagerhat built by 9lugh +han (ahan $ the earliest torchbearer of &slam in the ,outh who laid
the nucleus of an affluent city during the reign of ,ultan 6asiruddin Mahmud ,hah 7;>>0$?E8,
Chota Sona Mos1ue at 3hapai 6ababgon# $ one of the most graceful monuments of the
,ultanate period, Small (olden Mos1ue at Faur in =a#shahi built in ,ultan !lauddin )usain
,hah 7;>E<$;?;E8, "agha Mos1ue and -usumba Mos1ue at =a#shahi, Mos1ue of "aba
Adam in =ampal near *haka D a six domed mosque erected by one Malik +afur during the
reign of the last llyas ,hahi ,ultan in ;>A< !.*., the ,hahi Jama-e-Masjid and Qadam
Mubarak Mos1ue in 3hittagong, "egum "a*ar Mos1ue$ a five domed mosque built by
6awab Murshid +uli +han, -han Muhammad Mirdha Mos1ue1 Mos1ue and !omb of 3a*i
-ha2a$a Shahab near )igh court, mos1ue of 0asti -han at )atha2ari, Saat (ambu$
Mos1ue $ a seven domed mosque at Mohammadpur, etc.
+.9.2 Tom$s and Shrines and Churches
There are several places of historical interest in Bangladesh. !mong these, the most
noteworthy ones are' the shrine of )a2rat ,hah (a#al 7=8 in ,ylhet , the shrine which is visited
by innumerable devotees of every caste and faith everyday, the shrine of )a2rat ,hah 4aran
7=8 in ,ylhet, the shrine of ,ultan Baya2id Bostami in 3hittagong $ the shrine which attracts
a large number of visitors and pilgrims, the shrine of ,hah !manat is an another place of
religious attraction which attracts hundreds of people daily, Tomb of 3histi Behesti near
)igh 3ourt, Mirpur Ma2ar D the Tomb of )a2rat ,hah !li Bagdadi, +adam =asul ,hrine in
6abigan#, 6arayangon#, Tomb of +han (ahan !li in Bagerhat etc.
+.9.8 Tem-les and Monastery
The Bangladesh region contains relics of the finest specimens of different temples and
Buddist monastic architecture. The most important temples include Dhakesh2ari !emple
7;;th century8, 0amkrishna Mission, -anta$i !emple of *ina#pur built by Mahara#a 4ran
6ath in ;/?0 $ the most metaphorical among the late medieval )indu temples of Bangladesh,
Sri Chaitan%a !emple, ?.. years old famous temple, Wooden "uddhist !emples at =amu in
3ox%s Ba2ar, Chandranath !emple and the "uddhist !emple at ,itakund with the footprint
of Cord Buddha, -hodar Pathar Moud, Maniklir -unda, Parasuramer "edi in Bogra,
(okul Medh in Mahastangarh, -amalapur "uddhist Monaster%, &nternational "uddhist
Monaster%1 Merul Badda, *haka, P%ramidal Cruciform !emple D the largest monastery in
the ,outh of )imalayas at 4aharpur, /asu- /ihar at Mahastangarh, Salban "ihar at
Mainamati etc., 5ihara of *eva dynasty at Mainamati are some prominent temples and
monastery in Bangladesh and some extraordinary sculptures of ancient Bengal like stone
figures of Buddha from Ujani in aridpur district, /araha avatara from Bogra of ;.th
>0
century, the /ishnu Stela from 3omilla of ;;th century and Chandi image from *haka
district of ;0th century etc. which are considered as outstanding products for religious tourism
and can attract the tourists if it can be marketed properly.
There are some famous and ancient churches in Bangladesh which are considered as
important attractions to the tourists. These include St. Mary's Cathedral at =amna D the centre
of all =oman 3atholic 3hurches in Bangladesh, Church of "angladesh or former 3ol%
0osar% Church built in ;1// !.*. at Te#gaon, Bangladesh Baptist ,angha at ,adarghat,
4ortuguese 3hurch, the !merican 3hurch built in ;/A; !.*. etc.
+.; 4airs and 4estivals
air and festivals are the part and parcel of Bangalee culture and tradition and have played a
significant role in the life of the people in Bangladesh. These are the main ways of #oy,
entertainment and color for life. &t is important to mention here that most of the festivals have
sprung from religious ritual and the fairs have their roots in the very heart of the people of
Bangladesh irrespective of religion, caste or creed. ,ome of the ma#or and important fairs and
festivals are'
Pahela Baishakh , The beginning of Bengali 6ew Mear is cheerily observed throughout the
country. The first day of Bengali 6ew Mear is ;>
th
!pril and is observed as a govt holiday.
The day$long colourful gathering, fairs, cultural shows, tournaments, boat races, discussion
etc. are arranged throughout the country.
Bational Mourning "ay H International Mother <anguage "ay , 0;st ebruary of each
year is observed as a national mourning day throughout the country stated at the ;st moment
7;0'.; a.m.8 of the day with a silent processions, with the song amar vaier raktay rangano
ekushay ebruary to pay homage to the martyrs of language Movement, ;E?0 by placing flora
wreaths at the ,hahid Minar. &t was a movement participating from all corners of people of
Bangalees to establish the right of OBengali% as one of the state languages instead O9rdu% as
only the state language of 4akistan. The right of OBengali% was established through the blood
shed which is also the inspiration for all movements against the 4akistani including the
liberation war of Bangladesh in ;E/;. &n ;EEE, 96E,3B declared the day as O&nternational
Mother Canguage *ay% and is observed the day though out the world. The day is also a public
holiday in Bangladesh.
Inde-endence "ay , Bne of the main state festivals in Bangladesh is O&ndependence *ay.%
The day is observed on 01 March in every year. &n this day in ;E/;, Bangabandhu ,heikh
Mu#ibur =ahman declared the independence of Bangladesh. &n this day, the country wears a
celebratory look especially in capital city and other ma#or cities of the country. 4eople from
all corners of the society including government leaders, socio$political organi2ations and
freedom fighters place, cultural organi2ations, students, intellectuals, #ournalists, )ead of the
foreign missions, floral wreaths at the 6ational Martyrs Monument at ,avar. Bangla
!cademy, Bangladesh ,hilpakala !cademy and other socio$cultural organi2ations hold
cultural functions, discussions, meetings, tournaments all over the country. or a da22ling
><
look, all public and private buildings and establishments are illuminated. The day is also a
public holiday.
Iictory "ay , !nother important state$festival is observed on ;1 *ecember in every year as
the O5ictory *ay% of the country. *ifferent programs are initiated on this day like the
O&ndependence *ay% through out the country. The commander of the 4akistani occupation
forces surrendered on ;1 *ecember ;E/; at ,uhrawardy 9ddayan formerly known as the
=ace 3ourse Maiden in *haka and Bangladesh became as an independent country.
.id,e,Miladunna$i , Eid$e$Miladunnabi is the birth and death anniversary of the great
4rophet )a2rat Muhammad 7s8 which is very important day to the Muslim community. )e
was born and died the same day on ;0th =abiul !wal 7Cunar Month8. The Muslim
community offers special prayers, milad mahfils, muna#ats and the discussions are arranged
on the &slamic ideals, way of life and teaching of the prophet 7s8. The day is national a
holiday.
.di,ul,4itre , The largest Muslim festival observed by the Muslims in Bangladesh. This is
held on the day following the =amadan or the month of fasting. &n *haka big congregations
are held at the 6ational Eidgah and many mosques as well as all over the country. &t%s a day
of Eid prayers in the morning, attiring in the new clothes, having improved diet and meeting
friends and relatives on the Eid day.
.id,ul,ACha , The second largest festival of the Muslim community is Eid$ul$!2ha and also
observed in Bangladesh on the ;.
th
of Silha# 7the lunar month8. &t%s a day of sacrifice. !fter
the Eid congregations are held throughout the country in the morning and people sacrifice
animals like cows, goats, sheep camels etc. according to their ability in reminiscence of
)a2rat &brahimLs 7!M8 preparedness for the supreme sacrifice of his beloved son to !llah. &t
is a public holiday.
Muharram , The *ay is observed through a ceremonial mournful procession of Muslim
community which is observed in ;.th Muharram in 7!rabic month8 in memory of the awful
martyrdom of &mam )ussain 7=!8 on this day at +arbala in &raq.
Bish5a Istima , ! three$day long biggest congregation during *ecember$(anuary is held in
every year at Tongi, Fa2ipur near the capital city *haka. &t is the second biggest Muslim
gathering in the world followed by the )oly )a22 at Mecca. !bout ;? to 0. lac Muslim
devotees from the different part of the world gather there and hold the discussion on the ideal
of Muslim, the way of life directed by the great 4rophet )a2rat Muhammad 7s8, offer a special
prayer for the peace of Muslim 9mmah as well as for the well$being of the world at the end
of the congregation.
:a$indra and BaCrul ayanti , Birth anniversary of the noble laureate =abindranath Tagore
on 0?th Baishakh 7May8 and same of the 6ational 4oet +a2i 6a2rul &slam on ;;th (aystha
7May8 are observed throughout the country. *ifferent cultural programs are arranged and
discussions are held on those occasions.
>>
"urga Pu/a , The )indu community observe their biggest religious festival popularly known
as *urga 4u#a through out the country for ten days and the last three days being culmination
with the idol immersed in rivers. !nother very attractive festival of )indu community which
is known as Cangalbandh Mela is observed by them every year near ,onargaon on the last day
of 3haittra 7last Bengali month8.
Christmas , The main festival of 3hristmas community popularly known as TBara *in
73hristmas *ay8,T is celebrated in 0?
th
*ecember including illumination of churches,
decorating 3hristmas tree and other 3hristian festivities and it is also a govt holiday. ,everal
day$long large gatherings are held at ,t. MaryLs 3athedral at =amna, 4ortuguese 3hurch at
Te#gaon, 3hurch of Bangladesh 74rotestant8 on (ohnson =oad and Bangladesh Baptist ,angha
at ,adarghat *haka.
Buddha Purnima , The main and important religious festival of Buddhist community is
observed through out the country. They also celebrate Baishakhi 4urnima and Maghi 4urnima
through out the country. &n addition to that, various other festivals are habitually observed by
Bangalees all the year round.
+.7) !ills1 :ivers1 <akes and Island
&n Bangladesh there are some attractive hilly regions which are considered as the beautiful
tourism spots and attract a large number of tourists. These hilly regions keep significant
differences from the rest of the country on a number of points because of its indigenous
inhabitants belong to different ethnic indigenous minorities who have a distinctive lifestyle
from the ma#ority of the population. The most of the hilly regions are located in greater
3hittagong district among which +hagrachari 7known as the hilltop town8, Bandarban 7known
as the roof of Bangladesh8 and =angamati 7also known as the Cake *istrict8 are famous ones.
There are some other attractive hills in +hasia and (aintia in ,ylhet territory.
Bangladesh is a land of rivers that crisscrossed throughout the mostly flat territories of the
country. =ivers are the most important geographical features in Bangladesh. The 4adma,
(amuna, Brahmaputra etc, the most important rivers along with other hundreds of rivers have
created breath$taking riverine beauty for the tourists.
&n addition to that there are also some attractive islands and lake which can draw the attention
of the recreationists and are considered as the tourism products for the tourists.
Moheshkhali- an island off the coast of 3oxLs Ba2ar with an area of 01A square km. &n this
island there is a low hill of about <.. feet high. )ere the mangrove forest !top Moinak )ill
lays the old temple of !dinath, dedicated to ,hiva, Sonadia &sland - another small island with
an area of only E square km near 3ox%s Ba2ar, -aptai Lake$ the largest Man$made lake in the
world provides the numerous opportunities for the visitors like' rowing, boat cruising,
swimming etc., 0angamati is popularly known as the Cake *istrict. &ts scenic beauty,
lakeside location, colourful tribes, homespun textile products, ivory and #ewellery, speed boat
cruising, water skiing, bathing or merely en#oying nature have attracted the eyes of
adventurous tourists, o%'s Lake , surrounded by small hills and green deep forests in the
>?
suburbs of 3hittagong, an ideal spot for outing and picnics, swimming and boating for
hundreds of visitors every day.
+.77 .conomic Im-ortance of Tourism
Tourism is now considered as one of the largest and fastest growing industries in the world.
This industry has potential economic impacts on the destination countries. Most often tourism
is considered as the single largest industry in the world and both the developed and
developing countries have started to reali2e the economic importance of this sector and
striving to maximi2ing the benefit from this sector as much as possible. rechtling 7;EE>8
;0/
described that an economic benefit is best understood as a gross increase in the wealth or
income, measured in monetary terms, of people located in an area over and above the levels
that would prevail in the absence of the activity under study. Foeldner et al 70...8
;0A
described that tourism contributes to gross domestic product 7F*48, capital investment,
employment, foreign exchange, and export earningsN the #ob creation capacity of tourism is its
most significant feature.
Bangladesh tourism industry with its enormous potentials is striving to reach at a satisfactory
level in order to play the expected role in the economy of the country. ! ma#or sector of the
services economy, tourism is increasingly recogni2ed as contributing to social and economic
development as well as a beneficial activity for host countries and local communities to
combat unemployment by creating direct and indirect #obs and contributing significantly to
rural development, especially in depressed rural areas threatened by the decline of traditional
agricultural activities and it is precisely in rural areas of developing countries where most
poor people live 7,iddiqi, 0..18.
;0E
)e also added that the world tourism is booming and
almost imperceptibly it has become one of the fastest growing biggest industries in the world.
The Feneral !ssembly of 9nited 6ations recogni2ed the important dimension and role of
tourism as a positive instrument for the alleviation of poverty and the improvement of the
quality of life for all people, its potential to make a contribution to economic and social
development, especially of the developing countries, and its emergence as a vital force for the
promotion of international understanding, peace and prosperity 7Morena, 0..>, p.;8.
;<.

The importance of tourism can be considered as a ma#or source of revenue and can play an
important role in the economic development of Bangladesh. QTourism is widely seen as an
important potential contributor to economic and social development in Third Horld countries
and there are also opportunities in post$communist countries which are in great need of
investment and advanced technology. Tourism is also relevant to strategies for sustainable
development and environmental rehabilitation in areas with great landscape and cultural
valuesR 7Ma2urski, 0...8.
;<;
!ccording to the Horld Tourism Brgani2ation, a total number of
/1<.0? million international tourist traffics were recorded during 0..> and received 9,J
;0/
rechtling, *. 3. 7;EE>8, p. <10
;0A
Foeldner, 3. =., =itchie, (. =. Brent and Mc&ntosh, =. H. 70...8, p. /1
;0E
,iddiqi =aquib 70..18, 6ew 6ation
;<.
Morena, !ntonio de la 70..>8, p. ;
;<;
Ma2urski, +r2ys2tof =. 70..8, pp. ;/<$;/E
>1
100.1A billion from this sector 7HTB, 0..?8
;<0
and making the tourism as one of the largest
industries in the world. Tourism business is essential to economies because of the direct effect
on employment, the balance of payment and society in terms of educational and cultural
benefits 7Filbert, ;EAE8.
;<<
!nother scholar ,inclair 7;EEA8
;<>
claimed that the problems of
declining terms of trade for agricultural products and high levels of protection against
manufactures, many developing countries have turned to tourism as a possible alternative
source of growth and devoted resources for the development of this sector and thus, the sector
has become a ma#or economic activity with in developing countries often contributing more
foreign currency than traditional primary commodity exports. )e also noted that foreign
currency receipts from tourism have provided an important means of economic development
by financing imports of capital goods necessary for the growth of manufacturing sector.
Tourism%s appeal to developing countries is based, in large part, on its provision of foreign
currency earnings and corresponding alleviation of the balance of payments constraint
7Thirlwall, ;E/EN Thirlwall and 6ureldin$)ussein, ;EA0 as cited in ,inclair, ;EEA8.
;<?
!s
Bangladesh is facing the constraints in foreign currency as well as the adverse position in the
balance of payment account, the proper policy and strategy for the development of tourism
industry can contribute positively to overcome the situation.
4romotion of the tourism industry of Bangladesh is necessary for the over all growth of the
sector as well as to contribute to the national economy of the country. ,inclair 7;EEA8
;<1
again
argued that OOthe promotion of domestic tourism is necessary, not only as an important
ob#ective in its own right, but also owing to the relatively high local content of the products
which domestic tourists consume and international tourism has the advantage of providing
considerable amounts of foreign currency to support the growth of manufacturing activities,
and appropriately planned spatial expansion can ensure that the development of the two
sectors is complementary. +ale and +atherine 7;EA18
;</
recogni2ed tourism as the life blood
of the developing nations by bringing foreign exchange and promoting local employment,
while exploiting a country%s resources without depleting them.
Tourism is considered as an important economic sector not only from national perspective but
also from an international perspective. The number of international tourist arrivals recorded
worldwide grew by ?.?I and exceeded A.. million for the first time ever and it is expected
for the year 0..1 that the same will grow between > $ ?I in 0..1 7HTB, 0..18.
;<A
Tourism
is one of the growth sectors of the global economy and world$wide it is predicted to more
than double from 0... figures by 0.0., when Horld Tourism Brgani2ation calculates there
will be ;.1 million international travellers 7+astelein, 0..?8.
;<E
There is every reason to
suppose Bangladesh%s tourism will participate in this growth if necessary policies and
measures are taken and can contribute to the national economy to a greater extent.
Economic activity is not only becoming more internationali2ed, but, more significantly, it is
becoming increasingly globali2ed which is always regarded as the product of the
liberali2ation that has been the hallmark of economic policy throughout the world during the
past decade. Tourism is no doubt exception from this. Because the internationali2ation of
;<0
HTB 70..?8, online, accessed ;>..>..1
;<<
Filbert, *. 3. 7;EAE8, p. A1
;<>
,inclair, M. T. 7;EEA8, p. ;
;<?
,inclair, M. T. 7;EEA8, p. 00
;<1
,inclair, M. T. 7;EEA8, p. 0?
;</
+ale, ,udhir ). and +atherine, M. Heir 7;EA18, p. 1
;<A
HTB 70..18, online, accessed .;..<..1
;<E
+astelein, Barbara 70..?8, p. >E
>/
services is at the core of todayLs economic globali2ation and tourism has become one of the
most important industries in the world, and its economic impacts are vital for many countries
7ayed : letcher 0..08.
;>.
Tourism not only helps the national development but also contribute to regional development.
!s a result, tourism is increasingly seen as a catalyst for regional development, and a number
of studies and pro#ects have investigated how tourism could support development in
peripheral regions 7Briedenham and Hickens, 0..>N Murphy and Hilliams, ;EEE as cited in
Becken, 0..?8.
;>;
Shang and Murphy 70..< as cited in Becken, 0..?8
;>0
, for example,
discussed four different models for regional tourism development in 5ictoria, !ustralia, and
Munnan, 3hina, concluding that government policies have considerable influence on how
stakeholders in the regions perceive growth, the dispersion of development, metropolitan
control and ma#or factors for development. The concept of rural tourism is not newN what is
new is the recent policy focus on rural tourism as an economic development tool in the overall
strategic planning for rural revitali2ation 7Edgell and 3artwright8.
;><

Tourism helps in the process of generating foreign exchange, creation of employment and
encouragement of local economics especially nature tourism which occurs in rural areas, it
can lead to locali2ed economic development in these often neglected areas. !ccording to
!ntonio Enrique2 ,avingnac, ,ecretary Feneral of the Horld Tourism Brgani2ation, the
opportunity that tourism offers for positive economic and social benefits for tomorrow will
depend on decisions made today 7@uoted by Edgell, ;EE.8.
;>>

Tourism is an exchange process, an experience which has value to tourists 73alantone and
Ma2anec, ;EE;8.
;>?
The tourism provides values to the tourists it has some social and cultural
significance. Tourism is the temporary movement of people to destinations and during their
stay in the destination, tourists act together with local people which provide the opportunity to
have an understanding to the host individualsL and host communityLs quality of life, value
systems, labour division, family relationships, attitudes, behavioural patterns, ceremonies and
creative expressions and return home with some new outlooks on life, habits and added
experiences. !t the same time, the local community or individuals can also get some
knowledge and ideas from the tourist which may help to enrich their cultural values.
Tourism industry has a great importance not only as a generator of income but also for
creating employment opportunities. Tourism which is now most often considered as the more
labour$incentive sector than any other industry and has emerged as the world%s largest
generator of #obs. Tourism is a lobour$incentive industry provides the scope of creating direct
and indirect employment opportunities for a large number of skilled and unskilled persons.
Foeldner et al 70...8
;>1
stated that firms such as hotels, restaurants, airlines, cruise lines, and
resort provide direct employment because their employees are in contract with tourists
providing the tourist experience and on the other hand employees of firms providing goods
;>.
ayed, ) : letcher, ( 70..08, pp. 0./$0<.
;>;
Becken, ,usanne 70..?8, p. 0/
;>0
Becken, ,usanne 70..?8, p. 0?
;><
Edgell, *avid C. and 3artwright, Mary C. 7;EE.8, p. ;?
;>>
Edgell, *avid C. 7;EE.8, p. ?;
;>?
3alantone, =oger (. and Ma2anec, (osef !. 7;EE;8, p. ;.<
;>1
Foeldner, 3. =., =itchie, (. =. Brent and Mc&ntosh, =. H. 70...8, pp. >;>$>;?
>A
and services to the direct employment firms such as aircraft manufacturers, construction
firms, and restaurant suppliers create indirect employment. By supporting in a same way
Morena 70..>8
;>/
claimed that tourism brings economic development and the creation of
direct and indirect #obs in hotels, travel agencies, transport companies, restaurants, guides,
show and entertainment business, monuments, parks and other related sectors like insurance,
health, housing, human resources and training institutions. The author also added that tourism
might be a rare opportunity for development in the face of the decline of their traditional
economic activities especially for coastal areas and island territories and to vulnerable rural or
mountain regions. Economic =eview of Horld Tourism 7HTB, ;EA1 as cited by 4annell +err
orster !ssociates, ;EAA8
;>A
has shown that in the developed countries of the world, two$thirds
of the workforce had been working in the service sectors and as much as 0? percent of these
workers were in tourism$related #obs. Tourism has become the single largest employer in the
world.
!s we know that tourism an industry with multi$faceted activities and it has a multiplier effect
in the economy. The Brgani2ation for Economic 3ooperation and *evelopment 7BE3*8 has
estimated that within member countries, each J ; billion of additional tourism spending
creates <<,... new #obs through a multiplier effect 74almer, ;EE?8.
;>E
The author also
mentioned that as a means of generating local economic prosperity, tourism has often come to
play a role previously attributed to manufacturing. Tourism also serves to attain the social
ob#ectives like in improving the physical environment of the tourism related area. &n terms of
world statistics, QThe world Travel and Tourism 3ouncil pro#ected in ;EE> travel and tourism
would generate direct and indirect employment for more than 0.. million people D one of
every nine workers in the world economy and in the 9nited ,tates, the pro#ection was that
travel and tourism supported one of every ;. workers directly and indirectly 7Fatty ;EE< as
cited in Tooman, ;EE/8.
;?.
;?;
mentioned that according to Horld Travel
and Tourism 3ouncil 7HTT38 estimates, in ;EEA there are that tourism%s economic activity
generated about 0<; million #obs in ;EEA, or about one in nine workers worldwide and
expects <0A.> million #obs being created in the tourism sector with in 0.;. and will increase
faster than traditional industries by as much as ?E percent. They also added that the
contribution of tourism in employment creation for ,outh !sia was <<./ million in ;EEA and
will increase to ?/.A million in 0.;. and the contribution to Fross *omestic 4roduct 7F*48
was 9,J >..E billion in ;EEA and 9,J ;?1.> billion in 0.;. while the contribution to Horld
F*4 was 9,J <?1>.< billion in ;EEA and it is expected to be increased to 9,J A..A.> billion
in 0.;.. !s Bangladesh is suffering from a huge unemployment problem, the development of
the tourism sector can provide an ample opportunity for the country to generate the
employment opportunities at the different sectors related to tourism. !s the same time, if
Bangladesh can promote this industry successfully, then it will provide an opportunity to
increase the F*4 as well as the foreign exchange earnings.
Tourism not only facilitates the creation of #obs but also contributes to the distribution of
wealth among regions of different income. Edgell and 3artwright 7;EE.8
;?0
pointed out that
tourism redistributes income through out the nation, and from foreign countries to host
;>/
;>A
4annell +err orster !ssociates 7;EEA8, p. ;
;>E
4almer, !drian 7;EE?8, pp. 1;1$1;/
;?.
Tooman, C. !lex 7;EE/8, p. E;/
;?;
Foeldner, 3. =. =itchie, (. =. Brent and Mc&ntosh, =. H. 70...8, pp. /1, >;0
;?0
Edgell, *avid C. and 3artwright, Mary C. 7;EE.8, p. ;/
>E
country%s rural communities. They also added that Tourism generated income circulates from
hand$to$hand through such communities, and creates and supports #obs, not only in those
businesses which directly serve the traveller, but also in firms which supply the local travel
industry. Bangladesh tourism is not an exception from this. ! long$term strategy for the
development of the tourism sector of Bangladesh can uplift the sector to contribute to promote
the tourism related services like hotel" accommodation services, transport services and other
related business which will intern generate the employment opportunities in the country.
!t the end of eighties by recogni2ing the dire state of rural !merica and also travel and
tourism importance as a tool for rural economic growth and diversification, 3ongress directed
the 9nited ,tates Travel and Tourism !dministration 79,TT!8 to undertake a two$part
national study for the purpose of determining ' 7i8 the ways in which small business in rural
area can be promoted through travel and tourism' and 7ii8 whether there is a need for federal
policy concerning the development and promotion of small businesses in rural communities
through travel and tourism, and whether or not there should be a federal program to support
such policy 7Edgell and 3artwright, ;EE.8
;?<
They also stated the committee concluded the
need for federal policy on rural tourismN travel and tourism could be an important tool for
rural economic revitali2ation, and it should be an essential component of broader rural
economic development strategies and based on the recommendations of the committee, Hhite
)ouse recogni2ed the importance of tourism as an important policy tool in rural revitali2ation
efforts came on (anuary 00, ;EE..
&t was the time that tourism and travelling were considered as a means of pleasure only for the
wealthy people. Because the lower income group people didn%t have the time and money to
spend for the pleasure of travelling and tourism. But today%s labour$saving devices, improved
transports, easy communication, short$working hours, relatively longer paid$holidays,
increased disposable$income, upliftment in standard of living, changes in personal and family
outlook, etc have led people to en#oy through tourism 7)ossain, ;EEE8.
;?>
Moreover, the recent
surge in business and pleasure travel represents an unparalleled demand for tourism$related
service 7=ao et al, ;EEE8.
;??
!s a result, if due attention is given for the development of the
industry, people from all level can participate to en#oy through travelling and tourism which
will again contribute for related to the industry and ultimately to the nation.
Tourism as an invisible sector especially international tourism, as one of the most vibrant
indistinguishable export sectors, get significant amount of foreign exchange to the balance of
payment and makes very important contribution to the economic growth of a country.
Tourism is regarded as an invisible export because it has the potential to bring foreign
exchange to a country, through the provision of services to overseas visitors 7*avidson,
;EE>8
;?1
. Talukder 7;EA>8
;?/
described that today tourism industry has assumed special
importance in underdeveloped countries because promotion of tourism is being considered as
a means of narrowing the gap of balance of payment of underdeveloped countries through
increased foreign exchange earnings for it does not demand as much technical sophistication
as other industries do. &n an another study, )asan 7;EE08
;?A
claimed that tourism has emerged
;?<
Edgell, *avid C. and 3artwright, Mary C. 7;EE.8, p. ;>
;?>
)ossain, Md. !f#al 7;EEE8, p. A
;??
=ao, ,. =., E. F. Thomas and =. F. (avalgi 7;EE.8, p. <
;?1
*avidson, =ob 7;EE>8, p. ;?0
;?/
Talukder, !bu ,yed 7;EA>8, pp. A< $A>
;?A
)asan, ,yed =ashidul 7;EE08, pp. > $/
?.
as one of the top foreign exchange earners and now occupies the second position, next to
petroleum, among the foreign exchange earners and during the period ;E1.$/E, the growth
rate of international tourism was found almost equal to that of the world exports. &n addition
to that, he also claimed that tourism creates friendship among the people of different nations
and different cultureN the bond which goes long way to consolidate international peace and
cooperation. rom an international angel, therefore, the tourism and travel industry helps in
bringing about better understanding and peace in the world 7,ingh, ;EA/8.
;?E
Tourism has a
noticeable impact on the balance of payments of many countries. &f Bangladesh can utili2e the
full potential of its tourism then it will help to earn a large amount of foreign currency from
this industry which can be utili2ed to fulfill the disfavourable gap of the country%s balance of
payment account.
;1.
described that tourism as a powerful economic force providing
employment, foreign exchange, income and tax revenue and its multiplier effect for a city, a
state, a province, a country, is becoming increasingly competitive as more and more
destinations look at tourism to become the new economic generator replacing declining
activity in agriculture, mining, and manufacturing.
The above discussion implies that tourism can influence in different ways like in earning
foreign currency, generating employment, exchanging cultural views, making friendships
among different nationals, contribute international peace keeping and cooperation and lastly
as a whole for the economic development of country especially for the developing and
underdeveloped countries. Tourism is a multifaceted industry with a diversity of long$term
consequences, one that is being pursued on a global basis as a remedy for underdevelopment
7Tooman, ;EE/8.
;1;
3onsidering the economic importance of tourism industry, the Bangladesh government has
initiated some steps for the development of the country%s tourism industry. Bne of the
noteworthy initiatives is the preparation of ,trategic Master 4lan by 4annell +err orster, an
international consulting firm which was sponsored by the Horld Tourism Brgani2ation
7HTB8 and funded by the 9nited 6ation *evelopment 4rogramme 796*48. ,iddiqi 70..18
;10
pointed out that the plan was intended to identify long$term tourism policies and formulate a
development programme for a specific period by evaluating the countryLs resources, defined
types of tourism to be developed with targets set to be achieved, to plan for an integrated
development of accommodation, attractions and supporting infrastructures and also to work
out marketing and promotion guidelines. )e also added that during its long life, no effort
from the government was made to implement even a small part of the master plan. The
government also initiated the 6ational Tourism policy in ;EE0 where the tourism was
recogni2ed to contribute in poverty alleviation and in the &ndustrial 4olicy of ;EEE tourism
was considered as an industry and identified as Thrust ,ector. !ll the governments from the
independence of Bangladesh in ;E/;, showed their seriousness for the development of the
tourism industry to secure some benefits for the country of current worldwide tourism boom.
But no government was cordial and release fund for the real development of this sector and all
their commitments and initiatives are remaining as the paper work. !s a result, Bangladesh is
at the bottom of the list of ,!!=3 countries in terms of tourism development. &n terms of
number of tourist arrivals and earnings from this sector is far less than that of &ndia, ,ri
;?E
,ingh, +. Bhawani 7;EA/8, p. ;A
;1.
Foeldner, 3. =., =itchie, (. =. Brent and Mc&ntosh, =. H. 70...8, p. >;0
;1;
Tooman, C. !lex 7;EE/8, p. E<.
;10
,iddiqi, =aquib 70..18, 6ew 6ation
?;
Canka, 6epal or 4akistan and even to our neighbouring small Maldives, both the number of
arrivals to Bangladesh and income from tourism is far behind through according to the
statistics there is a rising trend in both the number of arrival and the amount of earnings from
the promising sector.
*ue to the stiff competition among the destinations countries, Bangladesh needs to formulate
and implement the long$term policy in developing the tourism facilities in its main tourist
destination and should promote the sector among the potential markets both in local and
international level and should concentrated on the implementation of realistic policies and
strategies rather than any verbal commitment or paperwork, so that tourism industry can
emerge as a ma#or contributor in the economy in the years to come.
+.72 Perce-tion or Image of Bangladesh as a Tourist "estination
The perception toward a tourist destination is the sum total of beliefs, ideas, impressions, and
expectations that a tourist holds about a destination. Engel et al. 7;EA18
;1<
stated that image
refers to the consumers% sub#ective perceptions of how an alternative performs on important
evaluation criteria. The promotional activities undertaken by the tourism industry can play an
important role in providing competitive advantages to one tourist destination over another.
Tourists perceive many images of their destinations and these images in turn influence their
behavior, attitude, and predispositions as consumers 7!hmed, ;EE18.
;1>
The author also
pointed out that merely possessing outstanding tourism resources are not sufficient to attract
the optimal number of tourists to a tourist destination rather 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. The author consider this behind the aggressiveness of
the promotion campaigns lunched by tourist destinations has added a new dimension to
competitiveness and has resulted in increasing numbers of image advertisements in travel and
tourism literature and in the mass media and collectively the tourist destinations are spending
billions of dollars annually on image building and image correction promotion programs.
Briton 7;E/E, as cited in Echtner 0..08
;1?
in his article QThe &mage of the Third Horld in
Tourism MarketingR pointed out the inability of the tourism industry to represent destinations
as real places and noted that the Third Horld destinations are portrayed as paradise,
unspoiled, sensuous, mystical and "or exotic and these types of representation affect tourists%
expectations and behavior. &n addition to that when tourists perceive of places as less than real
their behavior is less than acceptable. 3ulture is an important dimension to attract tourists to a
particular destination. The strengthening of cultural links is important to overcome the often
negative perception of &ndia and ,outh !sia in general among ,outheast !sian countries
7Mahya, 0..<8.
;11
Bangladesh as a ,outh !sian country can develop the cultural link with its
surrounding regions to overcome the image problem and can attract more tourists from other
,outh !sian and ,outheast !sian countries.
;1<
Engel, (ames ., =oger, *. Blackwell, and 4aul, H. Miniard 7;EA18, 3hicago' The *ryden 4ress
;1>
!hmed, Safar 9. 7;EE18, p. <A
;1?
Echtner, 3harlotte M. 70..08, p. >;>
;11
Mahya, ai2al 70..<8, p. <10
?0
&mage or perception toward a particular destination is an important consideration in designing
the promotional strategy for attracting the tourist to a given tourist destination. Bangladesh
has many tourist attractions including archaeological sites, historic mosques and monuments,
resorts, beaches, forest and wildlife 7,hahid, 0..>8.
;1/
But the world thinks of Bangladesh as
poor, flood$ravaged, and more of a disaster 2one than a travel destination 7Cen=, 0..?8.
;1A
The author also mentioned that though in some respects the world is right but hiding behind
these images, Bangladesh is a country with a rich history, a strange beauty, and some
interesting attractions. 4annell +err orster 7;EAA, as cited in )ossain and )ossain, 0..08
;1E
expressed a similar opinion in the pro#ect findings and recommendation for ,trategic Master
4lan for Bangladesh Tourism. The comment is like Qthat the international media so often
pro#ect Bangladesh as a desperately poor country ravaged by war, flood, pestilence, political
unrest, meaning it does nothing to be a destination country or even a stop over point for
prospective tourists, which creates a very bad image of the country as a tourist destination.
The report also found that very few of the overseas tour operators feature Bangladesh as a
main or secondary destination within their brochure. &t also blamed the B43 for not playing
its role completely as a national tourism promotion agency and suggested preparing itself for
playing its proper role in this regard.R
The intermittent political turmoil also often leads tourists disinterested to travel Bangladesh.
Hhen a country is besieged with regular disturbance and if hunger, disaster, and illiteracy are
its constant companion foreigners will be least interested to visit that country and spend their
leisure there 7,hamim, 0...8.
;/.
Many foreigners still know Bangladesh as a country of
poverty, beggars, floods, and political unrest 7)ossain and iro22aman, 0..<8.
;/;
The authors
also mentioned that desperate pro#ection in the international media has also turned the
destination as a country of poverty, a place densely populated by poor people, a nation with
political unrest, and a low lying deltaic region regularly affected by flood and cyclone. &f a
country is presented in this way to the potential tourists, no body will be interested to visit the
destination. The authors again noted that some more negative aspects including sanitation
problems, uncomfortable ground level transports, insufficient accommodations at the
destination areas, insecurity of movements, lack of pure drinking water and hygienic food,
etc. have also affected the image of the country as a tourist destination. But the people who
have visited Bangladesh 7though it is very few8 are pleased with and satisfied with the
country%s magnificent natural beauty, eye$catching attractions, rich cultural heritage, cheap
services and facilities, and friendly simple people. But we have miserably failed to create a
correct and original image about the special attractions in our country 7*as, ;EEE8.
;/0
The
promotional activities are not directed or failed to correct the perceived misconception of
most of the potential foreign tourists and its resultant effect is less tourists are choosing or
selecting Bangladesh as a destination to visit.
But the fact is that Bangladesh is one of the few countries in ,outh !sia with a total area of
;>>,... square km which remains to be discovered.

The country has enormous beauty,
hundreds of serpentine rivers, lakes of crystal clear water, ever green hills, luxuriant tropical
rain forests, beautiful green tea gardens, ,undarban forest 7the forest of endless mystery8$ the
;1/
,hahid, Fa2i 70..>8, online, accessed ;E..<..1
;1A
Cen= 70..?8, online, accessed ;E..>..1
;1E
)ossain, Md. !f#al and )ossain, Md. (akir 70..08, p. <.<
;/.
,hamim, Ehsan 70..08, p. ?
;/;
)ossain, Md. !f#al and iro22aman, M. 70..<8, pp. 1.$1;
;/0
*as, 4ial 7;EEE8, p. ;1
?<
worldLs largest mangrove forest and one of the Horld )eritages in the 96E,3B list, home of
the =oyal Bengal Tiger and the wild lives, )ill Tracts *istricts"Tribal people"Trekking, Tiger
Trails *olphin, Bird, wildlife watching cruises, warbling of birds in green trees, wind in the
paddy fields, plenty of sunshine, worldLs longest and unbroken 7;0. km long8 natural sea
beach in 3ox%s Ba2ar sloped gently down to the blue waters of the Bay of Bengal, +uakata
sea beach$ a truly a virgin beach offering a full view of both the sunrise and sunset, rich
cultural heritage, relics of ancient Buddhist civili2ations and colourful tribal lives, an old and
eventful historic place and home of an ancient civilisation, rich archaeological sites with
numerous historical monuments representing )indu, Muslim and British period scattered all
over the country, comparatively a cheap country of food, accommodation and travel $
Bangladesh creates an unforgettable impression of a land of peace. These could be reasons
why Bangladesh should be highlighted in the worldLs tourist maps. or those with interest in
knowing an unknown and fascination for unspoiled beauty of nature D rivers, forests, sea
beaches, lakes, hills etc $ a visit to Bangladesh, #ust opening up to the tourists, is bound to be a
rewarding experience 7Editorial note, 0..18.
;/<
*espite of the above facts, Bangladesh has not taken appropriate measures to counter its
negative image abroad as a country that faces ab#ect poverty, floods and cyclones. Bangladesh
4ar#atan 3orporation 7B438 D the 6ational Tourism Brgani2ation 76TB8 is far behind to play
the appropriate role to create the favourable or positive image by eliminating the negative
perception of the potential tourists toward Bangladesh as a main or secondary destination.
Even there are some drawbacks in the government policy to over come the situation. Building
&mage of Bangladesh posted by =e2wan 70..18
;/>
pointed out Q&ncredible &ndia$ this type of
advertisements is all over in Fermany, in buses, newspapers, billboards to promote tourism to
&ndia. !nd & am sure this program runs in many countries. But where is Bangladesh in this
regardP & had to mention &ndiaLs name to several people while trying to explain the location of
Bangladesh, whose name they have seldom heard.R This indicates that Bangladesh is
suffering from not only image problem but also from the point of identity to some extent.
Muqbil 70..?8
;/?
mentioned that Bangladesh has taken little measures to counter its Tnegative
image abroadT as a country that faces Tab#ect poverty, floods and cyclonesT and blamed that
in 0..<$.>, the Tourism 3orporation, which is responsible for marketing, was given only ;.
million taka 7about 9,J;?A,...8 and for the fiscal years 0..>$.? and 0..?$.1, Tno funds
have been allocatedT making it impossible to conduct marketing campaigns in a highly
competitive market. )e also commented that complicated visa formalities and irritating
attitudes of the employees in most of the Bangladesh missions abroad discourage many
tourists.
Though the number of foreign visitors in not large, but who visited the country returned with
a good feeling with good$looking attractions of the country, rich cultural heritage, magnificent
natural beauty, cheap service and facilities and above all the friendly reception and cordial
acceptance and hospitality of the local community. But the county or the 6ational Tourism
organi2ation could not reverse the existing image of the country by highlighting the real
atmosphere and situation suitable for the tourists. &t is expected that the B43 along with other
private tour operators will prioriti2e the issue of correcting the image by undertaking
aggressive promotional measures in order to develop tourism in Bangladesh. The government
;/<
Editorial 6ote 7 0..18, The Bangladesh Monitor
;/>
=e2wan 70..18, online, accessed ;E..>..1
;/?
Muqbil, &mtia2 70..?8, online, accessed ;?..>..1
?>
should also extend the cooperation in this regard by playing the ma#or role in building the
positive image so that the industry can play it proper role to the economy of the country.
+.72.7 TouristsJ Im-ressions on the Price of Some Im-ortant Tourism
Com-onents
Tourists% impressions toward the tourism service7s8 are important for the marketers. The
positive impression obviously will result the repeat visit by the same tourist as well as it will
serve the purpose of word of mouth advertisement for the destination. Buyers #udge whether a
product or service is fairly priced by asking themselves whether it represents value for money
7)olloway and 3hris, ;EE?8.
;/1
&t is expected that the tourists will receive more value or at
least equal to their perceived value after visiting the destination or tourist spot. !ny change in
price or quality at a particular point of time will also change consumers% perception on the
value 7)ossain, ;EEE.8.
;//
The author attempted to show in his study about the reasonableness
of prices on some selected components of tourism arrangements in Bangladesh which is
presented in the following table 7Table >.;8'
Ta$le +.7 TouristsJ Im-ressions on the Prices of Some Im-ortant Tourism Com-onents
Tourism
3omponents
*on%t
+now
requency
)ighly
=easonable
7?8
@uite
=easonable
7>8
airly
=easonable
7<8
@uite
9nreasonable
708
)ighly
9nreasonable
7;8
Mean
,core
ood :
*rinks
1
7?.E>8
/
71.E<8
0<
700.//8
>A
7>/.?08
;1
7;?.A>8
;
7..EE8
<.0
!ccommoda
tion
;<
7;0.A/8
?
7>.E?8
;1
7;?.A>8
>;
7>..?E8
;A
7;/.A08
A
7/.E08
0.E;
Transport ;0
7;;.AA8
?
7>.E?8
>1
7>?.?>8
<0
7<;.1A8
1
7?.E>8
..
7..8
<.?1
Fuided
4ackaged
Tours
10
71;.<A8
>
7<.E18
/
71.E<8
;<
7;0.A/8
;0
7;;.AA8
<
70.E/8
0.E0
&nformation
materials
>A
7>/.?08
0;
70../E8
;E
7;A.A;8
E
7A.E;8
>
7<.E18
..
7..8
>..A
,hopping
&tems
01
70?./>8
0/
701./<8
0?
70>./?8
0.
7;E.A.8
<
70.E/8
..
7..8
>..;
,ource' )ossain, Md. !f#al, Marketing of Tourism &ndustry in Bangladesh' !n Empirical ,tudy of 4erformance
and ,trategy, ;EEE, 9npublished 4h.* Thesis, 9niversity of 4une, &ndia, p. ;.;
The table shows that the tourists% impressions on most of the arrangements of tourism in
Bangladesh are below the scale of quite reasonable 7mean score is below >'..8. The
information materials and shopping items have considered to them as quite reasonable 7mean
score is above >...8. &t indicates that the tourism authority and the marketer of the same need
to devote their attention in such a way so that it can satisfy the visitors in a more positive way.
;/1
)olloway, (. 3hristopher and 3hris, =obinson 7;EE?8, p. A/
;//
)ossain, Md. !f#al 7;EEE8, p. ;.;
??
+.72.2 .ffectiveness of Promotional Measures of Bangladesh Tourism
Industry
&t was mentioned earlier that promotional measures play a vital role in tourism marketing like
other products or services which needs the marketers to conduct the same in an effective way.
Effectiveness in this regard means how the promotion can produce the positive result by
influencing the tourists to visit the promoter%s destination. ,o, effectiveness is important
rather than how much the promoter has spent for this purpose or how many times he has
advertised or even which media he has used. The ultimate goal is to reach the advertiser%s
message to the potential tourists and to influence them positively to visit the destination of the
advertiser. The following table 7Table >.08 shows the effectiveness of various forms of
promotional measures of Bangladesh tourism industry'
Ta$le +.2 .ffectiveness of Iarious Promotional Measures of Tourism Industry in
Bangladesh
orm of 4romotion *on%t
+now
requency
7I8
)ighly
Effective
7I8
7?8
@uite
Effective
7I8
7>8
airly
Effective
7I8
7<8
@uite
&neffective
7I8
708
)ighly
&neffective
7I8
7;8
Mean
score
!dvertisement A1
7A?.;>8
..
7..8
;
7..EE8
;.
7E.E.8
0
7;.EA8
0
7;.EA8
0.1/
4ublicity A;
7A..;E8
..
7..8
?
7>.E?8
E
7A.E;8
?
7>.E?8
;
7..EE8
0.E.
&nformation Materials
7Brochures, Fuides,
,ouvenirs, olders,
)andbooks.8
>A
7>/.?08
>
7<.E18
;>
7;<.A18
;A
7;/.A08
;;
7;..AE8
1
7?.E>8
0.EA
4osters and 5iew
3ards
/>
7/<.018
0
7;.EA8
?
7>.E?8
A
7/.E08
;.
7E.E.8
0
7;.EA8
0.A;
3able T5 )ighlights A1
7A?.;>8
0
7;.EA8
0
7;.EA8
>
7<.E18
>
<.E178
<
70.E/8
0./<
&nternet E<
7E0../8
..
7..8
0
7;.EA8
?
7>.E?8
;
7..EE8
..
7..8
<.;<
Hord of Mouth
7HBM8
?<
7?0.>/8
;/
7;1.A<8
;A
7;/.A08
;0
7;;.AA8
;
7..EE8
..
7..8
>..1
Motivation by
oreign Tour
Bperators
10
71;.<A8
?
7>.E?8
00
70;./A8
E
7A$E;8
0
7;.EA8
;
7..EE8
<./0
Motivation by
oreign Travel
!gencies
A;
7A..;E8
..
7..8
/
71.E<8
1
7?.E>8
?
7>.E?8
0
7;.EA8
0.E.
Biman%s Bverseas
Bffices
A<
7A0.;/8
..
7..8
0
7;.EA8
?
7>.E?8
>
7<.E18
/
71.E<8
0.;;
Bangladesh Mission
!broad
1?
71>.<?8
0
7;.EA8
?
7>.E?8
;;
7;..AE8
;;
7;..AE8
/
71.E<8
0.?1
,ource' )ossain, Md. !f#al and iro22aman, M. 70..<8 ,trategic 4romotional !pproaches to *eveloping
Tourism in Bangladesh' !n Empirical ,tudy of ,ome ,elected Tour Bperators, Bureau of Business =esearch,
9niversity of *haka, p. ?;
&t is found from the above table 7Table >.08 that only word of mouth is quite effective with a
mean score of >..1. Tourists rely more on personal source of information and, hence, personal
?1
selling will be the most effective promotional tool in tourism marketing 7+umar, ;EE>8. The
mean score of &nternet is <.;< and motivation by foreign tour operators is <./0 which indicate
that these two forms of promotional measures are fairly effective. Though the national airlines
can play an active and vital role for country%s tourism industry, but the image of Biman
Bangladesh !irline is not good and the Biman%s overseas offices failed to contribute in this
regard. The mean score of Biman%s overseas offices is 0.;; which indicate that as a form of
promotion, it is ineffective. The researchers also mentioned that the overall mean score of
effectiveness of all the promotional forms accounted to <.;. with a standard deviation of ..?<
which is slightly higher than the mid$value of the scale. This overall mean effectiveness score
<.;. can be considered that the promotional measures of Bangladesh tourism industry is fairly
effective.
+.78 Statistics on Tourist Arrivals and .arnings
The overall picture of the present status of the tourism industry of any country can be
considered in terms of the number of tourist arrivals and the earning from this sector. !ny one
can measure the position of any country%s tourism and its share to the world market or to any
regional or even to sub$regional markets. The statistical data and its trend is one of the ma#or
indicators by which any one can have an idea on the sector. )ere, the researcher attempted to
focus on position of the same sector based on the statistical data on the number of tourist
arrivals and the earnings from the sector.
+.78.7 Korld Tourist Arrivals and :ecei-ts
The mobility of tourism market is booming. 6ow it is one of the fastest growing and the
single largest industry in the world and is now considered as a vital force for the economic
development of any country. The contribution of tourism is multi$dimensional like' to foreign
exchange earnings, employment generation, exchanging cultural views, peace keeping and as
a whole for the economic development especially for the developing countries like
Bangladesh. !s a result, every country is trying to attract more tourists to its destination in
order to earn more foreign currency which results an increasing trend both in tourist arrivals
and earning every year. The following table 7Table >.<8 shows the picture of world tourist
arrivals and the earnings from this sector'
?/
Ta$le +.8 Korld Tourist Arrivals H :ecei-ts ?7;;)1 7;;* and 2))),2))*@
Lear
Arrivals
?Million@
Change
:ecei-ts
?Billion USM@
Change?N@
;EE. >>; $ 0A. $
;EE? ?<A $ >0< $
0... 1A; $ >E1 $
0..; 1A. ..;?I >A0 $0.A0I
0..0 /.. 0.E>I >A0 ..I
0..< 1E. $;.> A./;I
0..> /1< ;..?AI 10< ;A.AEI
0..? A.A ?.E.I 6! 6!
,ource' 96HTB Tourism )ighlights, Edition 2))*, Horld Tourism Brgani2ation, available from'
http'""www.world$tourism.org"facts"menu.html 7accessed ;A.?..18
6! D 6ot available
The above table indicates that the total world tourist arrivals in ;EE. were >>> million and in
0..? it increased to A.A million which is about doubled in the last fifteen years. Bn the other
hand the earning from the same was 9,J 0A. in ;EE. and it increased to 9,J 10< which
00<I of base year ;EE.. The growth rate of the earnings is more than the same of the tourist
arrivals. The overall trend of both arrivals and earnings form this sector is very ama2ing.
+.78.2 International Tourist Arrivals and .arnings $y :egions
&t was revealed from the previous discussion that the world%s tourism is performing very well
at least in$terms of the number of tourist arrivals and the earnings from the industry. But it
does not provide any guarantee that every region has the same picture. ,ome regions have
more upward trend and other do not have. 3onsidering this view, researcher attempted to find
out the scenario of the industry and the following table 7Table >.>8 presents the regional
performance of tourist arrivals'
Ta$le +.+ International Tourist Arrivals ?in 7)))@ $y :egions and Share of each :egion
Lear
=egions Total Korld
Arrivals
!frica The !merica !sia and the
4acific
Europe Middle East
;EE. ;?,;1. E0,A.< ?/,/>. 01?,0E. ;.,.>. ++71)88
(3.! ("#.$! (#3.$%! (&$.#'! ("."(! #4556557
;EE? 0.,><A ;.A,EE> A?,.0> <.E,<.1 ;>,<.. *891)'2
(3.($! ("$."&! (#'.($! (').%! (".&&! #4556557
0... 0A,;?> ;0A,;1. ;;>,A1< <A>,;>/ 0?,0<A '9)1*'2
(.#! (#(.(3! (#&.((! ('&.'! (3.)#! #4556557
0..0 0E,>E0 ;;1,1</ ;<;,;.A <E>,.<> 0E,;?1 ())1+2(
(."#! (#&.&'! (#(.)"! ('&."&! (.#&! #4556557
0..< <.,/1< ;;<,.E< ;;E,0?? <E1,?/E 0E,EEE '9;1'9;
(.&! (#&.$! (#)."%! (').'$! (.3'! #4556557
0..> <<,000 ;0?,/?/ ;?0,?.< >;1,<10 <?,<E; ('8128*
(.3'! (#&.(! (#%.%(! ('.''! (.&! #4556557
,ource' 3ompiled from Tourism Market Trends, 0..? Edition D !nnex, Horld Tourism Brgani2ation
7HTB8, and available from' http'""www.world$tourism.org"facts"menu.html 7accessed ;<..>..18
?A
&t is clear from the above table that Europe captured the ma#or share of the world tourism
market and attracted 01?, 0E.,... tourists in ;EE. which increased to >;1, <10,... in 0..>
and the share in total world tourist arrivals was 1..;? percent and ?>.?? percent respectively
for the same period. !merica had 0;..> percent share in ;EE. and ;1.>A percent in 0..>
though the number of tourist arrivals increased to ;0?,/?/, ... from E0,;1.,... in the same
period. &t is important to note that both the Europe and the !merica lost its market share by
?.1. percent and >.?1 percent during the period. Bn the other hand, the position of !sia and
the 4acific is attracting. This region gained its position during the period under consideration
both in terms of the number of tourist arrivals and its share to total world arrivals. The data
shows that the number of arrivals increased to ;?0,?.<,... in 0..> from ?/,/>.,... in ;EE.
and the share of which increased to ;E.EA percent from ;<..E percent in the same period. The
growth rate in tourist arrivals in !sia and the 4acific is accelerating than any other regions of
the world.
The number of tourist arrivals is not only the indicator to have a clear picture of the industry.
To consider the performance, financial earning is one of the ma#or determinants of any
industry. The researcher attempted to show the financial contribution that each of the regions
have gained from the tourism sector. The table 7Table >.?8 given below shows the foreign
currency earned by each region from tourism'
Ta$le +.* International Tourism :ecei-ts ?USM million@ $y :egions and Share of each
:egion
Lear
:egions
Total World
Receipts
Africa The
America
Asia and the
Pacific
.uro-e Middle .ast
;EE. 1,>.0 1E,<0. >1,11/ ;>?,1<; ?,;<> 2(817*+
(".3! ("'.3(! (#).$(! ('3.3#! (#.((! #4556557
;EE? A,?>> EA,>>/ A;,EAA 0;;,A1< ;.,>1? +7718)(
(".$(! ("3.%! (#%.%3! ('#.'#! (".'! #4556557
0... ;.,1.A ;<.,E1. E.,<A< 0<;,?E/ ;?,1<; +(;17(;
("."#! (").33! (#(.(&! ((.33! (3."&! #4556557
0..0 ;;,A>< ;;<,/>E EE,.1E 0>;,0<A ;?,11. +971**;
(".&! ("3.&"! ("$.')! ('$.#$! (3."'! #4556557
0..< ;?,>E> ;;>,;.> E>,A?? 0A0,E;< ;1,A<1 *2+12)2
(".%&! ("#.))! (#(.#$! ('3.%)! (3."#! #4556557
0..> ;A,<<? ;<;,1A0 ;0>,E1. <01,1E< 0;,..? '221'(*
(".%! ("#.#'! ("$.$)! ('".)! (3.3)! #4556557
,ource' 3ompiled from Tourism Market Trends, 0..? Edition D !nnex, Horld Tourism Brgani2ation 7HTB8,
and available from' http'""www.world$tourism.org"facts"menu.html 7accessed ;>. .>. .18
&n term of foreign currency earnings, Europe is at the top most position in the world. This
region earned 9,J ;>?,1<; million in ;EE. and 9,J <01,1E< in 0..> which constitutes ?<.<;
percent and ?0.>/ percent respectively of the total world earnings from tourism for the same
period. The analysis on the number of tourist arrivals section shows that Europe lost ?.1.
percent market share during the period but this section shows that the share of earnings in the
world context remain almost same. The share of the !merica decreased to 0;.;? percent in
?E
0..> from 0?.<A percent in ;EE.. Both the earnings and its share for !sia and the 4acific
have increased during the period. !sia and the 4acific earned 9,J >1,11/ million in ;EE. and
it increased to 9,J ;0>,E1. million in 0..> and the share of which is ;/..A percent and 0.../
percent for the same period. &t is noteworthy to mention that the achievement of !sia and the
4acific region is increasing in terms of the share and the amount earned, but it can be said that
the growth in the share of earning is much slower than that of arrivals. Because of this period,
the share of earnings was increased by <..; percent though the share of arrivals increased by
1.AE percent for the same period.
+.78.8 International Tourist Arrivals and .arnings in Asia $y Su$,:egions
The data and discussion of the previous section shows that the growth rate in terms of tourist
arrivals, earnings from tourism by !sian region is accelerating in compare to any other
regions of the world. !gain the analysis can be made on the sub$region of !sia and the
4acific to show the position of each sub$region. The following table 7Table >.18 presents the
tourists arrivals in different sub$regions of !sia and the 4acific'
Ta$le +.' International Tourist Arrivals in Asia and the Pacific ?in 7)))@ $y Su$,
:egions and Share of .ach Su$,:egion
Lear
Regions
Total in Asia and
the Pacific
Borth,.ast Asia South,.ast Asia Dceania South Asia
;EE. 0/,E1E 0;,>1E ?,;?0 <,;?. *(1(+)
((.! (3).#(! ((.%"! ('.&! #4556557
;EE? >>,;;? 0A,?E0 A,.A? >,0<< 9*1)2+
('#.(%! (33.&3! (%.'#! (.%(! #4556557
0... 10,?0? </,..1 E,0>/ 1,.A1 77+19'8
('.3! (3".""! ((.$'! ('.3$! #4556557
0..0 />,;0/ >0,.;? E,;<< ?,A<< 78717)9
('&.'! (3".$'! (&.%)! (.'! #4556557
0..< 1/,?E? <1,;AE E,.>? 1,>0/ 77;12**
('&.&(! (3$.3'! ().'(! ('.3%! #4556557
0..> A/,?/1 >/,0?0 ;.,;/? /,?.; 7*21*)8
(').3! (3$.%(! (&.&)! (.%"! #4556557
!vailable from' http'""www.world$tourism.org"facts"menu.html 7accessed ;<..>..18
The above table shows that among the four sub regions of !sia and the 4acific, the position of
6orth$East !sia is at the top followed by ,outh$East !sia and then Bceania. The position of
,outh !sia is at the bottom of the four sub$regions. The ama2ing growing trend is observed in
6orth$East !sia. *uring the period from ;EE. to 0..>, 6orth$East !sia not only receipts the
increased number of tourists from 0/,E1E,... to A/,?/1,... but also increased the share in
this region from >A.>> percent to ?/.>< percent. Bn the other hand, though the number of
tourist arrivals in ,outh East !sia increased to >/,0?0,... in 0..> from 0;,>1E,... in ;EE.,
the share decreased to <..EA percent from </.;A percent in the same period. The scenario of
1.
Bceania is same. The number of tourist arrivals increased in this sub$region though the shares
of which decreased 1.1/ percent in 0..> from A.E0 percent in ;EE.. The position of ,outh
!sia is more or less unchanged in the share which remains close to ? percent in most of the
years though the number of tourist arrivals increased. &n terms of arrival, 6orth$East !sia
could gain the most benefit of more growing trend of tourism in !sia and the 4acific by
exploiting its potentials. But ,outh !sia could not achieve the remarkable growth which could
be attained if there were proper policies and coordinated efforts among the countries falling in
that sub$region.
The earning is also an indicator to consider the success of this sector. The researcher also took
the initiative to compare financial performance by analysing the data for the past few years.
The following table 7Table >./8 shows the earnings of the sub$regions of !sia and the 4acific'
Ta$le +.( International Tourism :ecei-ts ?USM million@ in Asia and the Pacific $y Su$,
:egions and Share of each Su$,:egion
Lear Regions Total in Asia
and the Pacific
Borth,.ast
Asia
South,.ast
Asia
Dceania South Asia
;EE. 0<,..; ;>,>/E /,;?A 0,.0E +'1''(
(%."%! (3#.$3! (#'.3! (.3'! #4556557
;EE? <A,.;/ 01,1E1 ;<,A/; <,>.? 971;99
(&.3)! (3".'&! (#&.%"! (.#'! #4556557
0... >1,.<. 01,..> ;<,A>> >,?.? ;)1898
('$.%3! ("(.))! (#'.3"! (.%(! #4556557
0..0 ?;,/0; 0/,1>< ;>,>1; ?,0>< ;;1)';
('"."#! (").%$! (#.&$! ('."%! #4556557
0..< >/,;.> 0>,<<? ;/,1.? ?,A;; ;+19**
(%.&&! ("'.&'! (#(.'&! (&.#3! #4556557
0..> 1<,?1? <;,/?0 00,<;; /,<<0 72+1;')
('$.()! ("'.#! (#).('! ('.()! #4556557
!vailable from' http'""www.world$tourism.org"facts"menu.html 7accessed ;>..>..18
&t is depicted from the above table that the share of 6orth$East !sia was ?..A/ percent in
0..> and which was >E.0E percent in ;EE.. &t also indicates that the share of this sub$region
in earnings has decreased by ;.?A percent though the share of tourist arrivals has increased by
A.EE percent. The share of ,outh$East !sian sub$region in earnings was decreased by ?.10
percent where the share in tourist arrivals decreased by 1.0. percent. The opposite picture is
found that the share in tourist arrivals in Bceania decreased by 0.0? percent from ;EE. to
0..> but the same in earning increased by 0.?0 percent. The position of ,outh !sia in tourist
1;
arrivals remained more or less unchanged but there is an increase in earnings from >.<?
percent in ;EE. to ?.A/ percent in 0..>.
+.78.+ International Tourists Arrivals and .arnings in South Asian
Countries
&n the past few years, though there is no remarkable progress in the share of ,outh !sia
among !sia and the 4acific region but in terms of the number of tourist arrivals have
increased to an outstanding level. Even some of the ,outh !sian countries are performing
well and have achieved a remarkable progress. The following table 7Table >.A8 shows the
international tourist arrivals in ,outh !sian countries and share of each country'
Ta$le +.9 International Tourists Arrivals in South Asia ?7)))@ and Share of .ach
Country
Country
Lear
Banglad
esh
Bhutan India Iran Maldives Be-al Pakistan Sri <anka Total
;EE. ;;? 0 ;/./ ;?> ;E? 0?? >0> 0EA 87*)
(3.&'*! ($.$&*! ('.#%*! (.(%*! (&.#%*! ((.#$*
!
(#3.&*
!
(%.&*! #45587
;EE? ;?1 ? 0;0> >AE <;? <1< </A >.< +288
(3.&%*! ($.#"*! ('$.#(*! (##.''*
!
().*! ((.'(*
!
((.%3*! (%.'"*! #45587
0... ;EE A 01>E ;<>0 >1/ >1> ??/ >.. ')9'
(3.")*! ($.#3*! (3.'3*! ("".$'*
!
().&)*! ().&"*
!
(%.#'*! (&.')*! #45587
0..0 0./ 1 0<A> ;?A? >A? 0/? >EA <E< *988
(3.''*! ($.#$! ($.()*! (").#)*
!
((.3#*! (.)#*
!
((.'*! (&.)*! #45587
0..< 0>? 1 0/01 ;?>1 ?1> <<A ?.; ?.; '+2(
(3.(#*! ($.$%*! (".#*! (".$'*
!
((.)(*! ('."&*
!
().($*! ().($*! #45587
0..> 0/; E <</; ;1?E 1;/ <1. 1>A ?11 (*)7
(3.&#*! ($.#"*! (.%*! ("".#"*
!
((."3*! (.($*
!
((.&*! ().''*! #45587
and available from' http'""www.world$tourism.org"facts"menu.html 7accessed ;...>..18
&t is apparent from the above table that the number of tourist arrivals has increased in every
country of this region but there is significant variation and growth in the share of each
country. or example, during the last fifteen years the number of arrivals increased to /.?.
million in 0..> from <.;? million in ;EE. in which &ndia has the ma#or market share in this
region. !mong the eight countries, &ndia had the market share of ?>.;E percent in ;EE. and
>>.E> percent in 0..> and the total number of tourist arrivals was ;,/./,... and <, </;,...
respectively. But the fact is that &ndia lost E.0? percent from its share in 0..> from the same
10
of ;EE. though the number of tourist arrivals almost doubled at that time. The second top
position is now holding by &ran and the country has increased its share to 00.;0 percent in
0..> from only >.AE percent in ;EE. which can be considered a very positive growth for
tourism in &ran. The share of Maldives in 0..> increased to some extent compare to that of
;EE.. &n ;EE., the share of Maldives was 1.;E percent which increased to A.0< percent in
0..>. !t the same time, the share of 6epal, 4akistan and ,ri Canka has decreased in 0..>
compare to that of ;EE.. The share of Bangladesh which one is under study of the present
researcher almost remained same during the period. Bangladesh had <.1? percent share in
;EE. and the same was <.1; percent in 0..> and the position of Bangladesh remained the
same 7/
th
out of eight countries8 and #ust above the position of Bhutan which have very
insignificant or negligible number of tourist arrivals.
The Horld Tourism Brgani2ation forecasted that in the year of 0.;., the total world tourist
arrivals will be ;,..1.> million and it will rise to ;,?1;.; million in 0.0. and the figure of the
same for ,outh !sia will be ;..1 million and ;A.A million in the year of 0.;. and 0.0.
respectively.
;/A
HTB also forecasted that the number of tourist arrivals in &ndian Bcean
destinations will be E;.?>> million and ;/E.0>E in the year of 0.;. and 0.0. respectively and
the figure of the same in Bangladesh will be ..0?? and ..>;? million in the corresponding
years
;/E
. This estimate shows that in the &ndian Bcean%s destinations, in 0.0. the total tourist
arrivals will be doubled than the number of 0.;. and in Bangladesh the number will increase
by 1 is ..0/; million which is higher than the forecasted figure of HTB for
the year 0.;. which indicates that Bangladesh will receive more tourists than the forecasted
figure in the years 0.;. and 0.0.. The expectation and estimates made by B43 shows that
Bangladesh will receive ..E million tourists in 0.0.. But the trend analysis by using the data
on the tourist arrivals during ;EE; to 0..> which has been shown in the following section
does not support this expectation and estimates made by B43.
&t was also attempted to #udge the position of each country in terms of the foreign currency
earnings. Because of the initial result of tourism industry is measured by taking into the
consideration of the earnings. The following table 7Table$ >.E8 presents foreign currency
earnings by each country and share of them of the aforementioned region'
;/A
. Horld Tourism Brgani2ation 70...8 Tourism 0.0. vision, East !sia and 4acific, vol. <, p. <?
;/E
. HTB, &bid, p. 1.
1<
Ta$le +.; 4oreign .3change .arning from Tourism in South Asian Countries ?USM
million@
Country
Lear
Bangla,
desh
Bhutan India Iran Maldives Be-al Pakistan Sri
<anka
Total
;EE. ;; 0 ;?;< 1; AE 1> ;?1 ;<0 2)2;
($.'! ($.#$! ().')! (3.$#! (.3%! (3.#'! ().&%! (&.'#! #45587
;EE? 0? ? 0?A0 1/ 0;; ;// ;;. 001 8+)*
($.)3! ($.#'! ()'.(3! (#.%)! (&."$! ('."$! (3."3! (&.&! #45587
0... ?. ;. <;1A >1/ <0; ;?A A; 0>A +*)*
(#.##! ($.""! ()$.3"! (#$.3)! ().#3! (3.'#! (#.($! ('.'$! #45587
0..0 ?/ A 0E;A ;<?/ <</ ;.< E/ <1< *2+8
(#.$%! ($.#'! (''.&&! ("'.((! (&.3! (#.%&! (#.('! (&.%"! #45587
0..< ?/ A <?<< ;.<< >.0 ;EE ;<1 >>; *977
($.%(! ($.#! (&$.($! (#).)(! (&.%"! (3."! (".3! ().'%! #45587
0..> 1/ ;0 >/1E ;./> >/E 0<. ;A1 ?;< (882
($.%#! ($.#&! (&'.$! (#.&'! (&.'3! (3.#! (".'! ().$$! ?7))N@
,ource' 3ompiled from Tourism Market Trends, 0..? Edition D !nnex, Horld Tourism Brgani2ation 7HTB8, and available
from' http'""www.world$tourism.org"facts"menu.html 7accessed ;.. .>..18
&t can apparently be seen from the above table that the amount of earnings has increased in
every country, but in real sense, the scenario is not like that. or example, &ndia the top most
tourist attracting country in that region had ?>.;E percent market share in ;EE., but the
country earned />.?/ percent of the total earnings which is 0..<A percent above of its market
share in terms of arrivals. &n 0..>, &ndia with its >>.E> percent market share in arrivals earned
1?..> percent of the total earnings which is also 0..;. percent higher than the share of
arrivals. &ran with its second position in tourists attracting is also far behind in the share of
earnings. &n 0..>, &ran earned only ;>.1? percent of the total earnings of the region with a
share of 00.;0 percent share in arrivals. The same case is for 4akistan which produced only
0.?> percent earnings with A.1> percent share in arrivals. The situation of Maldives and 6epal
is also the same but not so bad. &n consideration of earnings, only ,ri Cankan position can be
considered as a good sign which earned 1.?; percent in ;EE. and /... in 0..> with a share of
E.>1 percent and /.?? percent in arrivals for the same time. The real situation of the same for
Bangladesh is not also good. Bangladesh with a share of <.1? percent in ;EE. and <.1;
percent in 0..> in the arrivals earned only ..?> percent and ..E; percent respectively. Bnly
the progress of Bangladesh tourism is that in the share of arrivals has not increased at all but
there is a minor increase in the share of earnings.
+.78.* Total Tourist Arrivals in Bangladesh
Earlier it has been discussed the situation of the tourist arrivals by different regions and sub$
regions along with its share as well as the situation prevailing in the ,outh !sian countries.
!ttempts were also made to highlight details of the same for Bangladesh. The following table
7Table >.;.8 shows the tourist arrivals in Bangladesh in different years and the rate of growth
of the same'
1>
Ta$le +.7) Lear,Kise Total Tourist Arrivals in Bangladesh
Lear Tourist Arrivals
Bum$er =ro5th :ate ?N@
;EE; ;;<0>0
;EE0 ;;.>/? 7$8 0.>>
;EE< ;01/A? 7W8 ;>./1
;EE> ;>.;00 7W8 ;..?0
;EE? ;?10<; 7W8 ;;.?.
;EE1 ;1?AA/ 7W8 1.;A
;EE/ ;A0>0. 7W8 E.E/
;EEA ;/;E1; 7$8 ?./<
;EEE ;/0/A; 7W8 ..>A
0... ;EE0;; 7W8 ;?.<.
0..; 0./;EE 7W8 >..;
0..0 0./0>1 7W8 ...0
0..< 0>>?.E 7W8 ;/.EA
0..> 0/;0/. 7W8 ;..E>
Average =ro5th :ate O(.(; N
,ource' Bangladesh 4ar#atan 3orporation
The table shows that the number of tourist arrivals in Bangladesh has increased to 0/;,0/. in
0..> from ;;<,0>0 in ;EE; which shows an average annual growth rate of /./E percent. The
tourist arrivals increased in 0..< by ;/.EA percent and ;..E> percent in 0..> over its
preceding year. &n general, the statistics shows a very good and positive trend. But the fact is
that the overall scenario is not good. This rate can be considered very accelerative for those
countries that have already matured in the market. But for the initial level of market entry, the
above growth rate is not a positive one.
By using the above data 7Table >.;.8 the pro#ected number of tourist arrivals for the year
0.;. and 0.0. can be calculated with the help of regression analysis where, the model'
y K mx W b
)ere, x is independent variable 7year8 and y is dependent variable 7total number of tourist
arrivals8

= =
0 0
8 7 8 7
8 87 7 8 7
+ + n
y + +y n
m Slo,e
n
+ m y
b -nter.e,t

= =
8 7
By interpreting and solving this we get the value m K ;.A/<./<> and b K E>A0A.<? and then
the model stands as' y K ;.A/<./<>7x8 W E>A0A.<? and the pro#ected tourist arrivals is <;0<.<
and >0;.>. for the year 0.;. and 0.0. respectively sub#ect to remaining the present trend
unchanged, whereas the B43 forecasted that Bangladesh will receive ..E million tourists in
0.0. which seems very unrealistic forecast.
1?
+.78.' 4oreign .3change .arnings from Tourism and Travels in
Bangladesh
The marketing performance of any tourism organi2ation can be evaluated based on the
earnings by the organi2ation. ,o, it was attempted to focus on the earnings of B43 and the
growth rate of the same for the last couple of years to have a clear picture of the sector in
terms of financial performance. The following table 7Table >.;;8 is shows the earnings and
growth rate of the same of B43, the only government owned tourism organi2ation in
Bangladesh'
Ta$le +.77 4oreign .3change .arnings from Tourism and Travels in Bangladesh
Lear
.arnings from Tourism
Amount ?Million TkP@ =ro5th :ate ?N@
;EE.$E; 01/./
;EE;$E0 <E;.< 7W8 >1.;/
;EE0$E< >>A.< 7W8 ;>.?/
;EE<$E> ;1./.; 7W8 <?.>
;EE>$E? A0<.1 7W8 <?.11
;EE?$E1 ;;0?.> 7W8 <1.1>
;EE1$E/ ;/EE./ 7W8 ?E.E0
;EE/$EA <.A1.E 7W8 /;.?0
;EEA$EE 0</..; 7$8 0<.00
;EEE$.. 0?A0./ 7W8 A.E/
0...$.; 01<A.; 7W8 0.;?
0..;$.0 <.A/.; 7W8 ;/..0
0..0$.< <0./.> 7W8<.E.
0..<$.> </A0./ 7W8 ;/.E>
0..>$.? >0.<.0? 7W8 ;;.;0
Average =ro5th :ate ?O@ 2+.72
,ource' Bangladesh Bank and B43 Heb page, available from' http'""www.bangladeshtourism.gov.bd
"resourceZcenterZwtarEE.>Z.<Zsh0.php 7accessed <...<..18
Though the foreign exchange earnings through mobili2ing domestic resources by the host
country%s tourism industry can play an important role in the economy, the earning of B43 is
very insignificant in terms of the overall earnings of the said industry in the world and even in
the !sian region. The earnings from tourism in Bangladesh was Tk. 01/./ million in ;EE.$E;
which increased to Tk. >,0.<.0? million in 0..>$0..?. There is also a very positive sign that
every year from ;EE.$.; to 0..>$0..? has a positive growth rate except ;EEA$EE. The year
;EEA$EE is exceptional and achieved a negative growth rate over its preceding year may be
due to devastating flood in all over the country and which lasted about 0 months. The highest
growth rate was achieved in ;EE/$EA which is /;.?0 percent over the previous year. rom the
above table, comment can be made that though Bangladesh does not have a good position in
world tourism, but the trend of growth rate in the earnings is encouraging.
11
+.78.( Tourists Arrivals from SAA:C Countries to Bangladesh
There are seven countries of ,outh !sian !ssociation of =egional 3ooperation 7,!!=38
including Bangladesh. !s it was clear from the discussion made in the earlier sections that the
position of Bangladesh in world tourist arrivals and even is not ama2ing through the industry
is growing faster than in any other industry. &t was also observed that in the ,outh !sian
countries, the position of Bangladesh is very insignificant. &t was attempted to see the picture
of the tourist arrival in Bangladesh from the ,!!=3 countries and which can be shown in the
following table 7Table >.;08'
Ta$le +.72 Tourists Arrivals from Mem$er Countries of SAA:C ?7;;*,2))+@
Country
Lear
Bhutan India Maldives Be-al Pakistan Sri
<anka
SAA:C
Total
Total
Arrivals
Share of
SAA:C
Countries
;EE? >;?
7.,1?8
>1.;?
7/0.;.8
E>
7..;?8
0EE?
7>.1E8
;0E.<
70..008
;<E?
70.;E8
'897(
7;..,..8
;?10<; >..A?
;EE1 ?1A
7..A18
?<../
7A..>?8
E/
7..;?8
<10A
7?.?;8
/./.
7;../<8
;?00
70.<;8
'*9;2
7;..,..8
;1?AA/ <E./0
;EE/ E?E
7;.;A8
1;1.1
7/?.E08
;0<
7.;.?8
?0E1
71.?<8
;;>A;
7;>.;?8
;1A1
70..A8
977*7
7;..,..8
;A0>0. >>.>E
;EEA >>;
7..?/8
?/E</
7/?.018
1<
7...A8
>/EE
71.0<8
;0.A/
7;?./.8
;?1<
70.;?8
(';9)
7;..,..8
;/;E1; >>.//
;EEE /<.
7..E<8
10E<?
7A..?.8
?<
7.../8
>/<<
71..?8
/AE>
7;..;.8
;A<E
70.<?8
(979+
7;..,..8
;/0/A; >?.0?
0... ;.;.
7;..E8
/>01A
7/E.A?8
;AE
7..0.8
>>A;
7>.A08
;.1</
7;;.>>8
0>0/
70.1;8
;8)72
7;..,..8
;EE0;; >1.1E
0..; ;01<
7;.<?8
/A.E.
7A<.0?8
;0E
7..;>8
>0A.
7>.?A8
/.;.
7/.>/8
<.01
7<.0<8
;8(;9
7;..,..8
0./;EE >?.0/
0..0 ;0>;
7;.0A8
A.>;?
7A0./>8
;?.
7..;?8
>;?E
7>.?18
A/.<
7A.E?8
0?0>
70.1.8
;(7;2
7;..,..8
0./0>1 >1.E.
0..< ;00A
7;.0.8
A>/.>
7A0.E/8
;A0
7..;A8
<E.>
7<.A08
E0<A
7E..?8
0A<;
70.//8
7)2)9(
7;..,..8
0>>?.E >;./?
0..> A/>
7..AA8
A.>1E
7A..E?8
EA
7..;.8
<;>>
7<.;18
;;EE/
7;0../8
0A01
70.A>8
;;+)9
?7)).))@
0/;0/. <1.1?
,ource' ,pecial Branch, Bangladesh, available from' http'""www.bangladeshtourism.gov.bd"statisticsZsaarcZ
visitors.php 7accessed 0?.<..18
&t can be noted that a large number of tourist visited Bangladesh is from ,!!=3 3ountries. &t
is almost half of the total tourist arrivals in Bangladesh. The share of the tourist arrivals from
,!!=3 countries to Bangladesh was more than >. percent from ;EE? to 0..< which was
decreased to <1.1> percent in 0..>. !nother important issue to observe here is that most of
the tourists of ,!!=3 countries are from &ndia. The share of &ndian tourists travelled
Bangladesh constituted /0.;. percent in ;EE? which increased to A..E? percent in 0..>. The
second highest number comes from 4akistan which was ;0../ percent in 0..> followed by
6epal by <.;1 percent.
1/
Cha-ter * .m-irical Analysis of the Study
*.7 Introduction, Promotion in Tourism Marketing
The main purpose of using promotion in tourism marketing is to link the potential tourists and
market destinations harnessing interest in smaller, individual attractions to promote the area
as a whole. Tourists% opinion about a country frequently are based on what they have heard or
read about that country and they have definite country$specific attracting and repelling factors
affecting their decisions regarding travel to that country 7+ale and Heir, ;EA18.
;A.

Fenerally, consumers like to know in advance what they are buying D what the product
features are and what the service will do for them 7Covelock, ;EA<8.
;A;
&n the same way, the
potential tourists want to know properly in advance about the attractions, services, facilities,
etc. at the destination and accessibility to there. 5arious forms of promotional activities can
serve this purpose and leads the marketers undertaking several promotional measures by using
the different promotional tools in order to provide the related information to the potential
tourists and influence their decisions to visit the destination and en#oy the attractions. !gain
the level of the tourists% satisfaction may be interrupt by some diversified, unpredictable and
unstable factors such as seasonal, political, social, economic, etc which necessitate the
stronger demand for pre$purchase information so that the tourist can avoid the risk of any sort
of uncertainty.
9nlike durable goods, intangible tourism services cannot be physically displayed or inspected
at the point of sale before purchasing and they are bought before the time of their use and
away from the place of consumption 7Buhalis, ;EEA8.
;A0
Then the author also stated that as
information is the lifeblood of the travel industry, because of they depend exclusively upon
representations and descriptions, provided by the travel trade, 7e.g. information in brochures8,
for their ability to attract consumers and timely and accurate information, relevant to
consumersL needs, is often the key to satisfaction of tourist demand.
The industry directs various forms of promotion at a relatively larger number of people in
different countries of heterogeneous socio$economic and cultural background, diversified
needs and expectations, various consumption patterns, and different leisure$spending
behaviours 7)ossain, ;EEE8.
;A<
The main purpose of the promotional activities is to draw the
attention and grow interest among the potential tourists to select the sponsor%s destination
over the competitors% destinations.
;A.
+ale, ,udhir ). and Heir, M. +atherine 7;EA18, pp. 0$/
;A;
Covelock, 3hristopher ). 7;EA<8, p. ;1
;A0
Buhalis, *imitrios 7;EEA8, p. >;;
;A<
)ossain, Md. !f#al 7;EEE8, p. ;1;
1A
! 6ational Tourism Brgani2ation 76TB8 is the officially recogni2ed expert body on tourism
matters in any country and is in charge of expanding a country%s incoming tourism 7(efferson
as cited in =ita and Moutinho, ;EE08.
;A>
The authors then stated that to achieve this goal it
must promote the destination in the international travel markets which led the 6TB of a
country to accomplish the promotion of its stake in the international markets. ,o, the policy$
makers and industry leaders of the destination country need to formulate and launch effective
promotional measures to strengthen the competitive position so that goal of developing this
industry can be achieved by attracting more tourists.
!s service is more difficult to evaluate than goods and that, as a consequence, consumers may
be forced to rely on different cues and processes when evaluating services 7Seithaml, ;EA;8.
;A?
4romotional activities play a vital role in presenting these cues and processes to the tourists,
helping them to evaluate tourism products and services and making the right purchase
decisions 7)ossain, ;EEE8.
;A1
Every tourist destination country should attempts to the needs or
what they are seeking to coming there rather to force what they consider the usual tourist
attractions on them. ,ince, tourism is an important component with strong linkage with all
other components of tourism system, it is considered as a ma#or policy and program activity
of many nations, provinces, states, governmental developments and businesses 7Funn and
5ar, 0..08.
;A/
Bn the other hand, Mill and Morrison 70..08
;AA
described that the goals of
behavior modification are more effectively achieved by matching the three types of promotion
with the stages of the visitor%s buying process. These types are' 7i8 informative promotions are
most effective at the earlier buying process stages of attention and comprehension, 7ii8
promotion messages must grab the visitor%s attention, while providing enough information
and convincing arguments to assist with comprehension and 7iii8 persuasive promotions are
used to change attitudes, develop intensions to buy, and to initiate purchases. These
arguments clearly state that promotion is pivotal for marketing any products or service and
can help to modify the tourist%s behavior by having them switch to another destination,
package or service or it can help to reinforce tourist%s existing behavior by having the repeat
visitor continue to purchase the same destination, package or other service.
Tourism industry of a destination country extends its efforts to uncover these factors and
accordingly, on the basis of these factors it develops necessary promotional strategies to draw
attention and grow substantial interest among the potential tourists. Hhile designing
promotional strategies, the industry also requires making decisions about which promotional
tools, media, images and formats to use 7)ossain and iro22aman, 0..<8.
;AE
Thus, promotion
intends to attract the tourists by informing, persuading, or reminding the visitor about the
promoter%s services.
4romotion in tourism is a vital force for the marketing of tourism products or services and
play an important role in draw the attention of the tourists, modify it to a positive was and
grow attention of the potential tourists and influence them to visit a sponsor%s destination. !s
tourism industry is highly fragmented and diversified consisting of many organi2ations like
6ational Tourism Brgani2ation, private tour operators, airlines, travel agencies, hotels,
;A>
=ita, 4aulo and Moutinho, Cui2 7;EE08, p. <
;A?
Seithaml, 5alarie !. 7;EA;8, p. ;A1
;A1
)ossain, Md. !f#al 7;EEE8, p. ;1.
;A/
Funn, 3lare !. and 5ar, Turgut 70..08, p. ?/
;AA
Mill, =. 3. and Morrison, !. M. 70..08, pp. ;E>$;E?
;AE
)ossain, Md. !f#al and iro22aman, M. 70..<8, p. <;
1E
restaurants, transport companies and other service related firms, so well$coordinated efforts
among these organi2ations are required in conducting an effective promotional measure.
*.2 Promotional Activities Used in Bangladesh for Tourism Marketing
B43 is the only 6ational Tourism Brgani2ation 76TB8 in Bangladesh and acts as the public
sector tour operator and there are a few number of private tour operators. But most of the
private tour operates established newly and lack the sufficient amount of funds. &nstead of the
lacks of sufficient amount of funds, both B43 and private tour operators are trying to conduct
the promotional activities in order to attract more tourists to its destination and thus, develop
the tourism industry in Bangladesh. !s we know that marketing promotion includes
advertising, 4ersonal selling, sales promotion and publicity. !ll these tools of promotion are
used in promoting Bangladesh tourism.
!s it was mentioned that B43 is only the public sector tour operator in Bangladesh and most
of the private tour operators have started their operation recently, the ma#or promotional
activities are undertaken by B43. B43 uses all traditional techniques to perform the
responsibility of stimulating tourism demands among the markets and promoting Bangladesh
as a tourist destination through a variety of promotional forms and activities 7)ossain and
)ossain, 0..08.
;E.
Bne of the ma#or attempts of B43%s promotional measure is to producing
and distributing printed materials including brochures, souvenirs, booklets, guides, leaflets,
posters, folders etc. for disseminating information among the prospective markets. &ncluding
these printed materials, a special brochure featuring its package tour and corresponding
prices, B43 distributes these with the help of different foreign tour operators, Biman%s
overseas offices, Bangladesh mission offices abroad. Bn the other hand B43 produces some
tourist maps, view cards, and picture post cards and distribute through those offices at a
minimum price. These printed materials are distributed in order to disseminate the key
information highlighting the tourism attractions of Bangladesh. B43 has the arrangement for
the same in its own information centre in home country in order to provide the information
among the local people, domestic resident foreigners, and visiting foreigners.
4ersonal selling is the most expensive element of the promotion mix. 3ontact employees
represent the organi2ation, physically embody the product, directly influence customer
satisfaction, and act as walking billboards from a promotional standpoint 7Seithaml and
Bitner, 0..<8.
;E;
Therefore, B43 also trains its contact personnel and employees to ensure
better interactions with the tourists and maintain effective relations with the tour operators
and travel agencies in the tourist generating countries and thus motivate them to sell its
package programs 7)ossain and iro22aman8.
;E0
B43 also maintains contact with some
selected tour operators and travel agencies in some important tourist$generating countries and
sometimes organi2es complementary tours for the selected foreign tour operators to
familiari2e them with the tourism installations and facilities in Bangladesh. The main
ob#ective of such arrangement is to motivate the potential tourists to visit Bangladesh. Thus, it
serves as both the personal selling and publicity for the tourism industry of Bangladesh.
;E.
)ossain, Md. !f#al and )ossain, Md. (akir 70..08, p. <./
;E;
Seithaml, 5alarie !. and Bitner, Mary (. 70..<8, pp. <;A and <11$<1/
;E0
)ossain, Md. !f#al and iro22aman 70..<8, p. <E
/.
,ales promotion activity cost money D whether through the additional cost of printing, free
gifts, extra product, samples or competition pri2esN or through the loss of contribution caused
by discounting price 76organ, ;EE>8.
;E<
B43 uses different kinds of sales promotion
techniques to persuade the visitor to choose Bangladesh as a tourist destination. The
techniques used by B43 include quantity discount, children discount, off$season price rebate
and improved service packages for it package tours, cruise programs and accommodations.
=esponding to a question, B43 executives mentioned that they normally offer ;? to <.
percent discount during its service week and also in the off$season. &n addition, B43 offers
extra services, improved services and improved food at the existing price.
Hith in marketing promotion mix elements, publicity appears to be the most useful form of
promotional measures of the B43 7)ossain and )ossain, 0..08.
;E>
B43 also participate in
international tourism exhibitions like the &TB at Berlin through which attractive package tours
are sold to international tour operators and a large number of individual visitors in the fair.
*uring tourism month 7;1 Bctober D ;? 6ovember8 different cultural night shows, food
festivals, seminars, symposiums, audio$visual presentations etc are arranged mainly locally.
)asan 7;EE08
;E?
mentioned that B43 also attempts to publish articles featuring Bangladesh
tourism in different reputed professional maga2ines and tourism related #ournals which also
serve as publicity for the industry in Bangladesh.
B43 also uses a web page for disseminating the information to the potential tourists. But the
fact is that the web page does not contain the complete information of Bangladesh tourism
and it related facilities. !s a result, it is tough for a potential tourist to have the required
information from the said page.
&n the local market, B43 advertise in different newspapers, maga2ines, television and radio.
B43 also sometime advertises in some speciali2ed and special interest maga2ines. )ossain
and )ossain 70..08
;E1
described that B43 does not use any international T5 channels, foreign
news papers, or world$class general newsmaga2ines to promote Bangladesh as a tourist
destination. The authors stated the reasons of not using those media because of mainly
Bangladesh tourism products"services and facilities still require further development of the
needs of the international tourist and lack of fund to meet the cost of those expensive media.
This inability leads B43 to use the local media even though it is very limited in scale.
*uring the tourism season, B43 with the help of Bangladesh Mission offices and cooperation
of foreign tour operators and film clubs arranges the audio$visual presentations on some
important tourist attractions and facilities of the country among the potential tourists in some
popular tourist generating countries.
B43 has taken steps for mutual cooperation through different international organi2ations and
maintaining liaison with various tourism and travel trade organi2ations like HTB, ,!=T3,
!,T!, 4!T! etc. B43 as an active member of those organi2ations is attending in different
seminars, workshop in order to extending the mutual cooperation among the member
countries and trying to disseminate information for the development of tourism industry for
;E<
6organ, ,usan 7;EE>8, p. <?/
;E>
)ossain, Md. !f#al and )ossain, Md. (akir 70..08, p. <.A
;E?
)asan, ,yed =ashidul 7;EE08, p. ;./
;E1
)ossain, Md. !f#al and )ossain, Md. (akir 70..08, p. <.A
/;
each country. !t the same time, the mutual cooperation among the ,!!=3 countries has
been initiated by forming a technical committee in ;EE; and adopted an action plan on
tourism development. )asan 7;EAA8
;E/
stated that B43 has undertaken steps for mutual
cooperation with neighbouring countries, especially 6epal, for #oint publicity campaign, #oint
production of tourist publicity materials, #oint marketing, group tours, exchange of travel
agents, travel writers, tour operators, and #oint training facilities in various services including
hotels.
The above discussion describes that promotion plays an important role in marketing of any
product or service. Bangladesh 4ar#atan 3orporation is trying at its utmost level by using the
different form and techniques of promotional tools. But B43% lacks seriously for sufficient
funds and it limits the promotional activities in a very limited scale. The following table
7Table ?.;8 shows the year$wise foreign exchange earnings of B43 and promotion
expenditure'
Ta$le *.7 4oreign .3change .arnings1 Promotion Budget and Actual Promotion
.3-enditure of Bangladesh Par/atan Cor-oration ?BPC@
Lear .arnings from
Tourism ?T#. in
Million@
Promotion
.3-enditures ?T#. in
Million@
N of Promotion
.3-enditures on .arnings
;EE;$E0 <E;.< 0.E1? ../1I
;EE0$E< >>A.< ?.<1< ;.0.I
;EE<$E> 1./.; A..1? ;.<$E? A0<.1 /.;>< ..A/I
;EE?$E1 ;;0?.> /.E<? ../;I
;EE1$E/ ;/EE./ ;..<E; ..?AI
;EE/$EA <.A1.E E..?A ..0EI
;EEA$EE 0</..; A..E1 ..<>I
;EEE$.. 0?A0./ ;..;>/ ..<EI
0...$.; 01<A.; ;..A<> ..>;I
0..;$.0 <.A/.; /.<EE ..0>I
0..0$.< <0./.> ;...1 ..<;I
0..<$.> </A0./ $ $
0..>$.? >0.<.0? ;..>;< ..0?I
,ource' Bangladesh Bank and B43 Heb page
7$8 igures are not available
&t is apparent from the table ?.; that B43 spend a small percentage of its total income for
promotional activities. &n ;EE;$E0, B43 spent only T+. 0.E1? million which in only ../1
percent of its total earnings. The spending for the same purpose increased to Tk. ;..>;< in
0..>$.? but the percentage on total earnings decreased to only ..0? percent. Tk. ;..>;<
million is equivalent to about 9,J ;?A,... only can not meet the demand for the need of
expenditure of an effective promotional measure. Because of the diverse location of the
;E/
)asan, ,yed =ashidul 7;EAA8, p. 0>
/0
potential tourists and the increasing competition among the different competitive destination
countries, tourism sector needs undertake vigorous promotional activities at the national and
international levels. !gain, the promotion for tourism needs to have the international coverage
which requires using international media. To use the international media for promoting any
product or service needs a hand some amount of money to spend. But it is clear that the
amount spend by B43 is not sufficient enough to use international media covering a vast area
of the potential tourist attracting regions. !s a result, Bangladesh fails to highlight its tourist
attractions to the potential tourists as well as to draw the attention and influence them to select
Bangladesh as a tourist destination. The insufficiency of the fund for conducting promotional
activities, B43 has to depend on the local media, posters, folders, brochures, tourist maps etc.
The private tour operators also lack of sufficient fund to operate an extensive promotional
activities. !s a result, they also conduct some promotional activities in a traditional form by
distributing the brochures, leaflets, making advertisements in the local newspapers,
participation of different exhibitions arranged locally. But a limited number of private tour
operators prints and distributes their brochures in Bengali 7local language8, English and
(apanese languages and some other operators do the same either in Bengal or in English or in
both. There are some operators who participate in the international tourism fairs to attract the
attention and encourage the potential tourists and try to sell package tours to the foreign tour
operators as well as to the individual tourist. This sort of participation helps to get the media
coverage in the international level. But most of the private tour operators try to attract the
local nationals and the foreign residents already living in Bangladesh or visiting Bangladesh.
The private tour operators also use some sorts of sales promotion like off$season price
discounts, free distribution of printed materialsN organi2e live music programs for the visitors
in destination%s spot, extra service offers, group tour discounts for the packages offered and
river cruise programs. )ardly two or three operators are using the web page for the promotion
of the tourism in Bangladesh.
*.8 A Brief Dvervie56Profile of Some Selected South Asian Countries
There are some similarities and dissimilarities among the countries considered in the study
from the ,outh !sian regions. To have a general idea, the researcher attempted to make a
comparison on some specific factors like location, geographical coordinates, language,
population, religion, F*4, F*4 real growth rate, per capita income and so on. The appendix$
&& shows a short description of eight ,outh !sian countries by which any one can get a short
idea about the overall condition of each country. &n most cases there are similarities among
those countries and also there is some dissimilarity. Before choosing a destination, the
information shown in the appendix D&& may be helpful for a tourist to make the decision. !t
the same time, those factors also affect the capacity to attract the number of tourist to a
particular destination of any of those countries.
*.+ Trans-ortation1 Accommodation1 4ood and "rinks
Transportation, accommodation, food and drinks or beverage are the important elements of
tourism system. ! tourist wants to be ensured about cheap, comfortable, and easy access
transportation and accommodation available for the destination place so that he"she can reach
/<
and stay safely and can en#oy the attraction of the destination. &n addition, food and beverage
are considered as partial tourist products and the tourists want to be satisfied with these
products qualitatively, quantitatively, esthetically, ethnologically and in any other sense.
These elements also incur the ma#or costs for a tourist. !s a result, before deciding about a
destination to travel, it%s a ma#or consideration for a tourist along with the attraction7s8 of the
destination. The researcher attempted to highlight on some of the aspects regarding these
issues in the following subsections'
*.+.7 Trans-ortation in Tourism
4assenger transportation is one of the vital components of the tourism system which virtually
connects the visitor to their choice and helps to reach the attraction of the destinations.
Transports, making the destination accessible to the tourists, act as the sinews and blood
vessels for the tourism industry of the country concerned 7)ossain, ;EEE8.
;EA
The overall
competitiveness of a destination is also related to the mode of transport to the destination
chosen by the tourist and is determined by the time and the cost to reach the destination. The
transportation provides a critical linkage between market source and destination 7Funn and
5ar, 0..08.
;EE
The authors also stated that transportation between cities and attractions within
urban areas and within attraction complexes demands special attention and planning
consideration. or the overall development of tourism industry, it is important to develop and
maintain the right and efficient transportation links as it affects the destination greatly. )asan
7;EE08
0..
argued that the arrangement of convenient and cheap travel system from the origin$
markets to destination must exist or must be created. ! good transportation network can help
to increase the possibility of attracting more tourists toward a specific destination and the
absence of which may weaken the competitiveness of a destination to the tourists and may put
off them from travelling to en#oy the attractions. Tourists can normally travel by land, sea or
air. Mill and Morrison 70..08
0.;
stated that people generally travel either by in their own
private mode of transportation or alternatively use a group travel mode offered by a common
carrier.
*ifferent modes of transport provide varying functions, facilities and operating
characteristics. &n travel on land, the travellers can choose any one among private cars, buses
or trains while choices for long distance air travels are limited to commercial airlines. ,hips or
cruises can be considered as another interesting option for transportation because a cruise
does not only carry passengers it also provides them the opportunity with vacation
atmosphere as soon as they are on board with facilities tailored at holidaymaker market. Mill
and Morrison 70..08
0.0
also stressed that there should have the coordination among the
different types of transportation modes for example air, rail, bus and cruise to facilitate
transfer between modes.
or the long distance travel among different continents, commercial airlines are more suitable
for the travellers. The cost of the air travel depends on the airline chosen, time of travelling
and also the easy availability of the airlines for the chosen destination7s8. The researcher
;EA
)ossain, Md. !f#al 7;EEE8, p. <>
;EE
Funn, 3. !. and 5ar, T 70..08, p. ?0
0..
)asan, ,yed =ashidul 7;EE08, p. ?1
0.;
Mill, =. 3. and Morrison, !. M. 70..08, p. >..
0.0
Mill, =. 3. and Morrison, !. M. 70..08, p. <0
/>
attempted to show the air fare from some selected origin like 6ew Mork, 9,!N )eathrow,
9+N ,tockholm, ,wedenN Brussels, Belgium and runkfurt, Fermany to some of the destinations
countries of ,outh !sia like Bangladesh, Bhutan, &ndia, &ran, Maldives, 6epal, 4akistan, and
,ri Canka 7or detail of the cost of air ticket, please see appendix &&&8.
&t is apparent from the data collected that some airlines are expensive to travel to Bangladesh
compare to the cost of travelling to &ndia, 4akistan or Maldives. !gain some airlines are
expensive to travel to Maldives or ,ri Canka compare to travel to Bangladesh from the same
destination. &n most cases, the difference is negligible but in few cases there are significant
differences. The cost of internal travel in Bangladesh is very inexpensive. Cen= 70..?8
0.<
commented that most internal transport within Bangladesh is incredibly cheap though on
airlines, foreigners pay higher fares but they are still cheap by most standards and a passenger
can travel from *haka to any available destination by air paying only J?.. The author also
added that the thing which distinguishes Bangladesh from most countries is the presence of a
well$developed and much$used system of river boats which can be quite an experience.
*.+.2 Accommodations6 !otels in Tourism
!ccommodation is one of the most significant factors to have contributed to the development
of tourism world$wide and the absence of which may put off the tourists from travelling to
en#oy the attractions. The overall competitiveness of a destination is related to many factors,
not least being the tourist QproductR consisting of three components, usually the access, which
is the mode of transport to the destination chosen by the tourist and is determined by the time
and the cost to reach the destinationN attractions, which underpin the choice of the tourist to
visit one destination rather than anotherN and amenities, which are the facilities available at the
destination visited 7*ieke and +aramustafa, 0...8.
0.>
The authors also described that in a
generic sense, amenities include accommodation which needs to be emphasi2ed that for
countries to survive in the international tourism marketplace they must provide internationally
acceptable facilities, which also must be marketable and the price charged for accommodation
has to be rightN needless to say, the quality of the provision should not be compromised.
Because the travellers want good services regarding their accommodation so that they can get
relief from travel hassle. ,o, customer satisfaction is an important factor that needs to be
considered carefully. *awn et al, 7;EE>8
0.?
mentioned that customer satisfaction has emerged
as an important component in the bottom$line success of service businesses. ,atisfying
customer is especially important because it encourages repeat business and fosters word$of$
mouth advertising 7,pinelli and 3anavos, 0...8.
0.1
! tourist destination country needs to provide the secured accommodation facilities to the
foreign tourists as well as to the local tourists to ensure the comfortable tours for the visitors if
it wants to attract a sufficient number of tourist arrivals. Foeldner et al 70...8
0./
mentioned
that accommodation refers to the facilities for the lodging of visitors to a destination and the
most common forms of which are hotels, motels, campgrounds, bed : breakfast 7B : Bs8,
dormitories, hostels and the homes of friends and relatives. ,leeping accommodation can
0.<
Cen= 70..?8, online, accessed ;?..?..1
0.>
*ieke, 4eter 9. 3. and +aramustafa, +urtulus 70...8, p. >1A
0.?
*awnN &acobucciN +ent, Frayson and !my, Bstrom 7;EE>8, p. E<
0.1
,pinelli, Michael !. and 3anavos, Feorge 3. 70...8, p. 0E
0./
Foeldner, 3. =.N =itchie, (. =. Brent and Mc&ntosh, =. H. 70...8, p. /0;
/?
range from hotels of an international standard and condominiums, to campground and the
homes of friends and relatives 7Mill and Morrison, 0..08.
0.A
Tourists need to stay in the
destination. Therefore, arrangements for the convenient, cheap and secured accommodation
systems at the destination places need to be existed or must be arranged. ,ince the visitors or
tourists are away from their place of origin, they need to stay and sleep. &t is vital for the
success for a tourist region to provide sufficient quantity or right quality accommodations at a
competitive price compare to its competitive destinations countries to fulfill the visitors%
needs. The following table 7Table ?.08 shows the accommodation"hotel cost in Bangladesh
and its competitive neighbouring countries'
Ta$le *.2 Average !otel6 Accommodation Cost ?in USM@ in South Asian Countries
Bame of the
country
!otel :anking
* Star + Star 8 Star
Bangladesh ; !dult' ;//
0 !dults';//
; !dult' ;;>
0 !dults' ;<A
; !dult' E.
0 !dults' ;..
&ndia ; !dult' 0/E
0 !dults'0E;
; !dult' ;.E
0 !dults' ;;/
; !dult' E;
0 !dults' ;..
&ran ; !dult' ;./
0 !dults';<E
; !dult' E>
0 !dults' ;;0
; !dult' A.
0 !dults' ;./
Maldives ; !dult' <;E
0 !dults'<<>
; !dult' ;A>
0 !dults' 00<
; !dult' ;<0
0 !dults' ;>E
6epal ; !dult' ;?;
0 !dults';1>
; !dult' A/
0 !dults' ;..
; !dult' ?>
0 !dults' 1<
4akistan ; !dult' 00?
0 !dults'0>;
; !dult' E>
0 !dults' ;.E
; !dult' 10
0 !dults' /?
,ri Canka ; !dult' ;<>
0 !dults';<A
; !dult' /?
0 !dults' A>
; !dult' /<
0 !dults' A0
6ote' or details, please see appendix &5
)ere, the researcher has considered only the star hotel ranging from < stars to ? stars to
provide a brief overview of the accommodation cost for the tourists in the ,outh !sian region.
&n addition to the above every country has many other cheap hotels, motels, guest houses etc.
Even every country%s 6ational Tourism Brgani2ations has also some sorts of hotels, motels or
guest houses facilities. )ere, the researcher has attempted to mention the accommodation
facilities provided by the Bangladesh 4ar#atan 3orporation 7the only govt. owned tourism
organi2ation in Bangladesh8 to fulfill the visitor needs. The cost of these hotels, motels and
cottages are extra ordinarily very cheap. The list of which with the rent can be seen from
appendix D5.
Besides, the accommodation facilities for the tourists mentioned in the appendix D5, there are
many other private owned hotels in most of the tourist spot in the country. The international
standard hotels are available in *haka, 3hittagong, and 3ox%s Ba2ar $ the ma#or tourist spots
in the country. The rest houses of different government, semi$government, autonomous
organi2ations can also be hired by the tourist with a minimum cost.
0.A
Mill, =. 3. and Morrison, !. M. 70..08, p. 01
/1
*.+.8 4ood and "rinks
The provision or arrangement of food and beverage is vital for tourism and hospitality and has
a strategic importance to this industry. Because of a tourist product is considered as a total
comprising goods and services. ood and beverage are considered as partial tourist products
and the tourists wants to be satisfied with these products qualitatively, quantitatively,
esthetically, ethnologically and in any other sense. or a tourist consumer, the satisfaction of
nutritional needs is not any more a mere act, but increasingly a culinary$gastronomic
QexperienceR, more or less ad#usted to the system of values established by the nutritional
culture of an individual tourist consumer 7Meler and 3ervic, 0..<8.
0.E
The authors
emphasi2ed on the campaign that needs to be launched by the sub#ects of a tourism industry
offers are a diversification of foodstuff vending programs. The contemporary tourism industry
should have the sufficient arrangements to the tourist destinations to offer a high$quality and
relatively standardi2ed foodstuff in order to fulfill the tourists% needs. Meler and 3ervic
70..<8
0;.
again mentioned that one should bear in mind that the foreign tourist consumers are
very demanding and simultaneously dainty, primarily thanks to their relatively greater
purchasing power. ! search for high$quality highly diversified, healthy, natural and
biologically specially selected food, preferably bearing a renowned trademark as a guarantee
of quality, begins to prevail.
But in Bangladesh, the food choices by foreign tourists are to some extent limited. Hestern,
3hinese and Thai foods are available in all main hotels and most of the large restaurants
located in the large cities and ma#or tourist spots. Except the large cities, the choice of food
for the foreign visitors is limited and it was supported by Cen= 70..?8.
0;;
Cen= also stated
that outside the larger cities, the choice of food and restaurant will be quite restricted and in
*haka city there are some excellent restaurants serving Thai, 3hinese, &talian, and other
cuisines, but in the countryside one will only find basic restaurants and local food which has
been influenced by history, geography, and religion $ the Mughals, the &ndians, and the
Muslims. &n addition to that, the tourists can have a taste of varieties of local dishes cooked
with spices and hot powders. The main local dishes includes =e2ala, Bhoona and Masala
Fosht, 3hicken, mutton, beef, fish and prawns, 3hicken Baghdadi, 3hicken +ashmiri,
3hicken !fghani, 3hicken Tikka, +orma, shutli kabab, boti kabab, and a variety of fish
curries. =ice like' pulao, biriani$with rice and mutton or chicken and khichuri are available in
most of the restaurants. 6aan, mughlai parata, plain parata etc are available for those who
don%t like rice.
*ifferent kind of international soft$drinks and some local brands such as 3oca 3ola, 4epsi,
/up, ,prite, Mirinda, =3 3ola, 5irgin, etc and local drinks like' Cachi the refreshing yogurt
drink, sweet milky tea etc are available everywhere. Cocal green coconut water is a fine, safe
and refreshing drink. *rinking water may be a problem to some extent though the bottled water is
usually available with no guarantee of purity in most cases. &n addition to that hard drinks are only
available in the large hotels and bars and are allowed in that restricted places not in the
open"public places.
0.E
Meler, Marcel and 3ervic, Sdenko 70..<8, p. ;A.
0;.
Meler, Marcel and 3ervic, Sdenko 70..<8, p. ;A;
0;;
Cen= 70..?8, online, accessed ;E. .?. .1
//
*.+.+ .stimated Cost for a Iisit6Travel
&n selecting a destination, the cost of travelling and staying there is also an important
determinant. To attract tourists, destination must respond to travel basics of cost, convenience,
and timeliness, because of like other consumers tourists weigh costs against the benefits of
specific destinations and investment of time, effort, and resources against a reasonable return
in education, experience, fun, relaxation, and memories 7+otler et al, 0..18.
0;0
!s a result,
travellers or tourists need to have an idea before deciding on the destination. The researchers
attempted to estimate the total cost of a tour for ;. days from different places of origin to the
several destination of ,outh !sian countries. The estimated total cost for an individual and for
a couple can be seen from the appendix D5&.
To calculate the total, the researcher tried to concentrate on the three 7e.g. transportation,
accommodation, and food : beverage8 ma#or cost incurring elements of tourism system. But
due to the lack of information on the cost of food and beverage, the researcher considered
only transportation and accommodation cost$ the ma#or two cost incurring elements for the
tourists. The researcher%s personal experience says that the cost of food and beverage in south
!sian countries is relatively cheap. The details on food cost and the comparison of total cost
of travelling in ,outh !sian region with other regions may be an interesting topic for further
study. The mentioned appendix shows only the cost for an individual and for a couple but not
for a standard family. 6ormally a standard family consists of husband, wife and two kids and
the total cost depends on the age of the kids. or example, the cost of air ticket for a kid
largely depends on the age of that kid. &n addition, whether a standard family needs two
double beds or an extra bed in one double room depends on the age of the kids.
*.* Im-ortant 4indings from the .3isting <iterature and .3-erience
Presented as Syllogisms
Syllogism 7
Premise7 ?P
7
@: To attract the tourists to any particular destination needs to have some
distinctive attractions or icons 7Becken, 0..?8.
0;<
Premise 2 ?P
2
@: Bangladesh has some delicate and distinctive attractions of its own to offer
the tourists 7t " Bangladesh, undated8.
0;>
Conclusion ?C
2
@: Bangladesh has the potentials to attract a large number of tourists to its
attractions.
Syllogism 2
P
7
: The development of tourism industry helps to generate employment opportunities in the
tourism related sector of the country 7,inclair, ;EEA8.
0;?
P
2
: Every nation wants to create some employment opportunities in the economy.
0;0
+otler, 4hilipN Bowen, (ohn T. and Makens, (ames 3 70..18, pp. /<<$/<>
0;<
Becken, ,usanne 70..?8, pp. 0;$<.
0;>
t " Bangladesh 7undated8, online, accessed ;?..>..1
0;?
,inclair, M. Thea 7;EEA8, p. <.
/A
C: The development of tourism industry in Bangladesh will obviously help to create the
employment opportunities in different sector like hotel, transportation, restaurant and
other tourism service related fields for the unemployed people.
Syllogism 8
P
7
: 4eople want to en#oy the vacation with entertainment and recreation through the
activities like conversing, hunting and fishing, shopping, sports and exercise,
amusement etc for the refreshment of body or mind 7Hikipedia, undated8.
0;1
P
2
: Tourism is a field where the people can have the opportunity of en#oying the
entertainment and recreation 7Foeldner, et al, 0...8.
0;/
C: Bangladesh 4ar#atan 7Tourism8 3orporation 7B438 can attract more tourists by offering
entertainment and recreation facilities to the incoming tourists.
Syllogism +
P
7
: Top most tourist attractive destinations have no image problem to attract the tourists.
P
2
: The world thinks Bangladesh as a country of poor, flood$ravaged, and more of a disaster
2one than a travel destination 7Cen=, 0..?8.
0;A
C: The initiatives of Bangladesh 4ar#atan 3orporation 7B438 as well as the govt%s
initiatives are required to eliminate the negative images and to build the positive image
of the country so that it can be a destination for the potential tourists.
Syllogism *
P
7
: The world wide tourist arrivals and foreign exchange earnings from this sector is
growing day by day 7&ncredible &ndia, 0..>8.
0;E
P
2
: The scenario of growing trend of tourist arrivals and earnings in !sia and the 4acific
particularly in the ,outh !sia is very emerging 7&ncredible &ndia, 0..>8.
00.
C: Bangladesh tourism has the great potential if it can adopt and implement the appropriate
policies and strategies and can promote it destinations effectively.
Syllogism '
P
7
: ,ufficient and easy access to information enables the development of tourism industry
7Buhalis, ;EEA8.
00;
P
2
: Bangladesh does not have these.
C: Bangladesh needs to develop these in order to increase the number of tourists.
0;1
Hikipedia$ the free encyclopedia 7undated8, online, accessed on 00..>..1
0;/
Foeldner, 3. =N =itchie (. =. Brent and Mc&ntosh =.H 70...8, pp. 00?$0<>
0;A
Cen= 70..?8, online, accessed ;E. .>. 0..1
0;E
&ncredible &ndia 70..>8, online, accessed ;0. .>. .1
00.
-bid
00;
Buhalis, *imitrios 7;EEA8, pp. >.E$>0;
/E
Syllogism (
P
7
: 3onsumers like to know in advance about the features, quality, price, availability etc.
what they are planning to purchase 7Covelock, ;EA<8.
000
P
2
: 4otential tourists also want to know in advance about the attractions, services, and
facilities etc at the destination and accessibility to there through various forms of
promotional measures 7)ossain and )ossain, 0..08.
00<
C: Bangladesh Tourism industry needs to take necessary promotional activities to inform
the potential tourists in advance regarding the tourism products and services available in
Bangladesh.
Syllogism 9
P
7
: More promotional activities like advertising, sales promotion, pricing, and packaging of
tourism services can help to alleviate some negative images toward a specific
destination 7!hmed, ;EE;8.
00>
P
2
: &n implementing the more promotional activities, more promotion budget is needed.
C: Bangladesh tourism industry needs to implement more promotional activities which
need to allocate more funds for conducting promotional activities.
Syllogism ;
P
7
: Through exchange process and experience, people can enrich their knowledge and self
reali2ation.
P
2
: Tourism is an exchange process through which the tourist can gather knowledge about
host communityLs quality of life, value systems, family relationships, attitudes,
behavioural patterns, ceremonies and creative expressions and return home with some
new outlooks on life, habits and added experiences 73alantone, and Ma2anec, ;EE;8.
00?
C: The tourism in Bangladesh has the values to the tourists which has some social and
cultural significance and can be an opportunity to exchange the social and cultural
values among themselves and the tourists and may in turn help to enrich their cultural
values of the tourists as well as the local communities.
Syllogism 7)
P
7
: There is stiff competition among the tourist destination countries 7!hmed, ;EE;8
001
to
attract the significant number of tourists.
P
2
: Tourism industry, in most of the destination countries is considered to have the top
priority to face the competition and gain the more expected result from the industry.
000
Covelock, 3hristopher ). 7;EA<8, p. ;1
00<
)ossain, Md. !f#al and )ossain, Md. Md. (akir 70..08, p. <.;
00>
!hmed, Safar 9. 7;EE;8, p. 0?
00?
3alantone, =oger (. and Ma2anec, (osef !. 7;EE;8, p. ;.<.
001
!hmed, Safar 9 7;EE;8, p. 0>
A.
C: Bangladesh tour operators should have to give the top priority to develop the industry
and to attract more tourists to its destination.
Syllogism 77
P
7
: Cobour$incentive industry provides more opportunities of creating employment
generation for a large number of people.
P
2
: Tourism as a lobour$incentive industry can be a better source of employment generation
for a large number of skilled and unskilled persons in tourism related different sectors
and sub$sectors 7Morena, 0..>8.
00/
C: Bangladesh is supposed to pay due attention for creating more employment
opportunities through developing tourism industry.
Syllogism,72
P
7
: ,ervices have some distinct characteristics like intangibility, inseparability, perishability
and heterogeneity 7Seithaml, et al, ;EA?8
00A
which are different from tangible products.
P
2
: Tourism is also a service which posses the special and distinct characteristics from the
tangible products.
C: *ue to special characteristics of tourism service from those of tangible products, tourism
product is that it cannot be examined prior to purchase, can not be stored, and involves
an element of travel which requires special attention of the marketer.
Syllogism 78
P
7
: 4roper distribution of income to all regions is essential for the development of all
regions of a country.
P
2
: Tourism redistributes income through out the nation, and from foreign countries to host
country%s rural communities 7Edgell and 3artwright, ;EE.8.
00E
C: Bangladesh tourism is not an exception from this.
Syllogism 7+
P
7
: 4articipation of local community is necessary for the development of tourism industry
7Tosun and (enkins, ;EEA8.
0<.
P
2
: &n developed counties, the active participation of local community in tourism planning is
extensively observed 7Tosun and (enkins, ;EEA8.
0<;
C: Bangladesh should take appropriate steps to involve local community actively for the
development of the tourism sector of Bangladesh.
00/
00A
Seithaml, 4arasuraman and Berry 7;EA?8 as cited in &slam, Mohammed =afiqul 70..?8, p. ;/
00E
Edgell, *avid C., and 3artwright, Mary Cynn 7;EE.8, p. ;/
0<.
Tosun, 3evat and (enkins, 3arson C. 7;EEA8, pp. ;.;$;;>
0<;
Tosun, 3evat and (enkins, 3arson C, -bid/ pp. ;.;$;;>
A;
Syllogism 7*
P
7
: ! product is a bundle of benefits rather than a simple tangible one and a consumer
purchases that bundle of benefits.
P
2
: Tourism is also a composite of activities, services and industries that delivers a travel
experience' transportation, accommodations, eating and drinking establishments, shops,
entertainment, activity facilities and other hospitality services available for individuals
or groups that are travelling away from home 7Foeldner, et al, 0...8.
0<0
C: To satisfy the tourists in relatively a better way requires the coordinated and integrated
efforts among the parties involved in tourism industry.
Syllogism 7'
P
7
: Tourism is an industry with a diversity of long$term consequences 7Tooman, ;EE/, p.
E<.8.
0<<
P
2
: !irlines, local transportation, hotels, restaurants etc are interrelated to tourism business.
C: To develop tourism industry needs to develop other interrelated sub$sector of this
industry.
Syllogism 7(
P
7
: The internationali2ation of services is at the core of todayLs economic globali2ation
7ayed and letcher, 0..08.
0<>
P
2
: !ctivities related to tourism are also considered as economic ones 7,inclair, ;EEA8.
0<?
C: Tourism activities and services are operated in the global context and has become one of
the most important industries in the world.
Syllogism 79
P
7
: The economic development of a country depend not only national development but also
regional development.
P
2
: Tourism is increasingly seen as a catalyst for regional development, and can support
development in peripheral regions 7Briedenham and Hickens, 0..>8.
0<1

C: Tourism helps not only national development but also contribute to regional
development.
Syllogism 7;
P
7
: Every nation has some unemployment.
0<0
Foeldner, 3. =.N =itchie (.=. Brent and Mc&ntosh =.H. 70...8, p. ;>
0<<
Tooman, C !lex 7;EE/8, p. E<.
0<>
ayed, ) : letcher, (. 70..08, pp. 0./$ 0<.
0<?
,inclair, M.T. 7;EEA8, pp. ;$?;
0<1
Briedenham, (. and Hickens, E 70..>8, pp. /;$/E
A0
P
2
: *eveloping nations have more unemployment rate which needs to be solved.
C: Bangladesh is a developing nation with serious unemployment problems and the
development of the tourism industry can contribute to solve some of the part of this
problem.
Syllogism 2)
P
7
: ,mall businesses contribute to employment generation as well as to the national
development.
P
2
: Travel and tourism can be used to promote the small businesses in the rural areas and
rural economic development 7Edgell and 3artwright, ;EE.8.
0</
C: Travel and Tourism contribute in rural development as well as national development.
Syllogism 27
P
7
: 4roper policy is needed for the development of any industrial sector of the economy.
P
2
: Tourism is also an important industry.
C: Fovernment policy support is required for the development of tourism industry.
Syllogism 22
P
7
: 3ost effectiveness in promotional activities strengthens the marketing competitiveness
of a company 7=ita and Moutinho, ;EE08.
0<A
P
2
: &nternet has got the immense popularity as a medium of promotion of any product or
services in the world$wide market at comparatively low cost 7Tierney, 0...8.
0<E
C: &nternet can be an effective tool for the promotion of tourism products and service by
any country.
Syllogism 28
P
7
: 4ositive image toward a destination is important to attract the tourists from the different
parts of the world.
P
2
: *estination marketing requires focusing in conveying a positive image of a destination
to the potential tourist groups 7!hmed, ;EE18.
0>.
C: Bangladesh as it is suffering the image problems needs to change the image to its
destination among the potential tourist segments.
Syllogism 2+
0</
Edgell, *avid C. and 3artwright, Mary Cynn 7;EE.8, p. ;/
0<A
=ita, 4aulo and Moutinho, Cui2 7;EE08, pp. <$A
0<E
Tierney, 4atrick 70...8, pp. 0;0$0;E
0>.
!hmed, Safar 9. 7;EE18, pp. </$ 1.
A;
P
2
: Bangladesh as a destination has some negative image in the mind of potential tourists
74annell +err orster !ssociates, ;EEA8.
0>0

C: Bangladesh needs to take some corrective steps to build positive image to prospective
tourist segments.
Syllogism 2*
P
7
: Many businesses are using &nformation and 3ommunication Technology 7&3T8 for the
improvement of its services and effectiveness of the overall activities 7BE3*, 0..>8.
0>>

C: &nformation and 3ommunication Technology 7&3T8 can contribute to improve the
tourism business, particularly in research, communicating and gather information as
required by the tourists in addition to booking airlines tickets and hotel seats etc.
Syllogism 2'
P
7
: Tourism has emerged as an important force for the promotion of international
understanding, and peace 7,ingh, ;EA/8.
0>?
P
2
: The creation of international friendship and peace are now in the top priority of all
nations.
C: Bangladesh tourism and travel industry can create friendship among the people of
different nations and different culture which in turn helps to contribute in the
international peace and cooperation.
*.' Im-ortant :emarks Based on .3isting <iterature and .m-irical
Study
:emark 7: Bangladesh is suffering with negative image because of the international media
most often highlight Bangladesh negatively rather an attractive tourist destination which leads
the tourists not to chooses Bangladesh to visit. This indicates that the concern authority needs
to undertake proper initiatives from the government level to correct the present image and
needs to have the international media coverage in a positive way.
0>;
!hmed, Safar 9. 7 ;EE;8, p. 0>
0>0
4annell +err orster !ssociates% =eport 7;EEA8, 3hapter$ <, p. ; and 3hapter ;0, p. E
0><
BE3* 70..>8, online, accessed 0/..>.1
0>>
=obinson, +en 70..<8, pp. ;/$;E
0>?
,ingh, +. Bhawani 7;EA/8, p. ;A
A>
:emark 2: *ata shows that Bangladesh has the potential of receiving a large number of
tourists and a handsome amount of earnings from this sector. &n 0..>, an increase in tourist
arrivals of ;..E> percent, to 0/;,..., an increase of ;;.;0 percent in receipts to Tk. >0.<.0?
million in the year 0..>$.? marked as a very positive growth for tourism in Bangladesh. The
average growth rate in tourist arrivals in Bangladesh from ;EE; to 0..> is /.;E percent and
the same in earnings from ;EE.$E; to 0..>$0..? is 0>.;0 percent whereas the HTB%s
forecast is average annual growth rate is 1.;. percent between ;EE? to 0.0. for ,outh !sia.
The effective measures can uphold the present growth rate or even can be useful to accelerate
the growth rate and can contribute to earning more from this sector.
:emark 8: Bangladesh lacks the required infrastructural facilities like sufficient number of
standard hotels, motels, transportation, security of the potential tourists, new products and
services etc in the destination for developing the tourism sector at an expected way. ,o, due
attention and initiatives are essential for a significant growth of this sector.
:emark +: or a real sense, the promotional activities for tourism products or services need
to undertake and launch at the national level and also at the international levels. &t is a must to
attract foreign tourists to earn foreign currency from this sector which needs to conduct the
marketing promotion at the international level especially to those countries or destinations
from where the host county wants to attract or receive the tourists. To conduct any
promotional measure or campaign for any product or service in the international level needs
to use the media which has the international coverage like international 6ewspapers, &nternet,
3able T5, participation in the international tourism fairs etc and these media are also
expensive. But the total promotion budget of B43 was Tk. ;..>;< million in 0..>$.? 7at
present market price this amount is equivalent to 9,J ;?.,..., where 9,J K T+. 1E.>8 which
is only ..0? percent of the total earnings Bangladesh tourism. &n consideration of the amount
spent for promotion in the year 0..>$.? is the highest amount since the inception of B43. &t
can easily comment that this amount for promotional activities for a vital sector like tourism
is quite insufficient in conducting any promotional campaign at the national and international
levels. This leads B43 not to take any vigorous promotional effort for tourism. &f Bangladesh
tourism wants to undertake any extensive promotional campaign more promotional budget is
required to allocate for the same.
:emark *: 4romotional activities undertaken by Bangladesh tourism sector is not effective
and is limited to traditional activities like distributing brochures, hand book, advertising in
national news papers, local T5 channels etc. Both the existing literature and the data collected
show that the promotional measures taken by Bangladesh tourism are not effective. The
existing literature shows that the promotional activities undertaken by this sector is very
traditional in form and are limited to folders, posters, accomodation guide etc. and again it is
not well distributed and publici2ed. The empirical data shows that the mean score of the
effectiveness is <./? where the average score for effectiveness is >... 7Oaverage score%
indicates neither effective nor effective8. &t indicates that the promotional measures
undertaken by B43 can affect the potential tourists in a very limited scale which causes not to
attract the expected number of tourists and earning from the sector. &f Bangladesh wants to
attract a large number of tourists for earning more foreign currency by using the full potential
of this sector, there is no alternative of taking rigorous promotional activities at least to some
ma#or tourists generating destinations or countries.
A?
:emark ': The HTB Tourism 0.0. 5ision forecasts that the average growth rate in tourism
industry for ,outh !sia will be 1.;I during ;EE?$0.0.. The present trend in tourist arrivals in
Bangladesh indicates that the average annual growth rate in tourist arrivals to Bangladesh
/.;EI which is above the HTB estimates. Bangladesh 4ar#atan 3orporation forecasted that if
the present growth rate continues, Bangladesh will receive E..,... tourists in 0.0. and the
earning from this sector will increase accordingly 7B43, 0..>8
0>1
though it is not suggested by
the pro#ected valued of the regression model.
:emark (: Most of the private tour operators started their activities recently. But of the 0.
respondents, ? were from Bangladesh 4ar#atan 3orporation 7B438, the only 6ational Tourism
Brgani2ation in Bangladesh started its operation in ;E/< and the remaining ;? were from
private tour operators. !mong the private tour operators, seven out of fifteen constituting
>1.>1I started their activities during 0..; to 0..?, five operators constituting <<.<<I started
the same with in the period of ;EE1 to 0..., one in ;EE;$;EE?, one in ;EA1$;EE. and the
remaining one has started the same in ;E/1$;EA.. !s most of the tour operators are new in
this area of marketing, they lack the experience and capital to run the business as most of
them expressed their sufferings due to lack of fund for conducting the necessary promotional
activities for the marketing of tourism services. &t also indicates that the government should
extend the cooperation to provide some training to enhance the skills of the operators and
should provide some extra opportunities to the tour operators to get long$term loan at a
minimum interest so that they can meet their financial requirements.
:emark 9: The international tourist arrivals in ,outh !sian countries
0>/
was <,;?.,... in
;EE. which increased to /,?.;,... in 0..> and the same in Bangladesh increased from
;;?,... to 0/;,... in the same period. Though the number of arrivals in Bangladesh
increased during this period 7;EE. to 0..>8, there is a minor decrease from <.1?I to <.1;I in
the share of Bangladesh. The foreign exchange earnings from international tourist arrivals in
,!!=3 countries was 9,J 0.0E million in ;EE. which increased to 9,J /<<0 million in
0..> and the same in Bangladesh increased from 9,J ;; million to 9,J 1/ million in the
mentioned period. The share of Bangladesh in foreign currency earnings among ,!!=3
countries increased from ..?> percent in ;EE. to ..E; percent in 0..>. These can be again
increased by taking the proper measures and attracting more tourists to the destination of
Bangladesh.
:emark ;: But of the 0. respondents, ;/ constituting A?I respondents reali2e that
promotional activities need to increase but they fail to do that due to lack of funds. But if the
tourism destination and it facilities is not properly highlighted to potential tourists, no
destination can expect more tourists to visit same. Because the capability of any destination
not only depends on the destination%s attractiveness but also how effectively marketers can
present it to the prospective tourists and can draw their attention and grow interest to that
particular destination.
:emark 7): Both the local and potential international tourists face the problem of easy access
to information related to Bangladesh tourism and its facilities. Though B43 uses its web page,
but it is not capable to highlight the Bangladesh tourism attractions and the necessary related
0>1
B43 70..>8, Morshed, M. M. =ahman 7edited8, p. 0
0>/
,outh !sian countries include eight ,outh !sian countries which are Bangladesh, Bhutan, &ndia, &ran,
6epal, Maldives, 4akistan and ,ri Canka.
A1
information properly. Bangladesh 6ational Tourism Brgani2ation needs to develop a well
designed shopsticated web page so that the potential tourists can get all the necessary
information related to Bangladesh tourism from any corner or part of the world and thus, can
make their queries and bookings through online easily.
*.( Analysis of :es-ondents :es-onses
To have clear understanding about what is happening in promoting Bangladesh tourism, its
limitation and steps necessary for the development of the same, it was attempted to interview
some tour operators in Bangladesh. The respondents% responses can be analy2ed in the
following sub$sections'
*.(.7 Tour D-erators
To collect the primary data, 0. respondents were collected from the tour operators. The
following table 7Table ?.<8 shows the distribution of the respondents'
Ta$le *.8 "istri$ution of the Sam-le
Sam-le Categories Bo. of :es-ondents
Top executives of Bangladesh 4ar#atan 7Tourism83orporation .?
4rivate tour operators ;?
Total 2)
The private tour operators were selected from the list of Tour Bperators% !ssociation of
Bangladesh 7TB!B8. &t is important to note here that the private tour operators were selected
only from *haka 7the capital of Bangladesh8 because most of them are *haka based.
But of the 0. respondents, ? were from Bangladesh 4ar#atan 3orporation 7B438, the only
6ational Tourism Brgani2ation in Bangladesh established in ;E/< and the remaining ;? were
from private tour operators. The year of establishment of the private tour operators are as'
Ta$le *.+ Lear of .sta$lishment of Private Tour D-erators
Mear of establishment 6o. of respondents I of the respondents
;E/1$;EA.
;EA;$;EA?
;EA1$;EE.
;EE;$;EE?
.;
..
.;
.;
1.1/
....
1.1/
1.1/
A/
;EE1$0...
0..;$0..?
.?
./
<<.<<
>1.>1
Total 7* 7)).))
&t is apparent from the above table that most of the tour operators have started their marketing
activities recently. Though the tourism marketing was started in Bangladesh after the
immediate of the independence of the country in ;E/; and Bangladesh 4ar#atan 3orporation$
the only government owned tourism marketing organi2ation in Bangladesh was started its
operation from ;E/<. But among the private tour operators, seven out of fifteen constituting
>1.>1I started their operation during 0..; to 0..?, five operators constituting <<.<<I started
the same with in the period of ;EE1 to 0..., one in ;EE;$;EE?, one in ;EA1$;EE. and the
remaining one has started the same in ;E/1$;EA.. !s most of the tour operators are new in
this area of marketing, they lack the experience and capital to run the business as most of
them expressed their sufferings due to lack of fund for conducting the necessary promotional
activities for the marketing of tourism services. &t also indicate that the government should
extend the cooperation to provide some training to enhance the skills of the operators and is
expected that government should provide some financial assistance or opportunities to the
tour operators to get long$term loan at a minimum interested so that they can meet their
financial requirements.
*.(.2 Ty-e of Promotional Activities Undertaken in Bangladesh Tourism
!ll most all the tour operators use all the tools of promotion mix in order to promote the
industry. They make the advertisements in local newspapers, maga2ines and televisions. &n
addition to that they also use the printed materials like brochures, souvenirs, booklet, guides
and posters, folders in disseminating information among the potential tourists in order to draw
their attention and grow interest among the potential tourists. But they don%t use any
international medium to advertise its products or services. B43 has the arrangements to train
up their employees and contact personnel to ensure the better interactions and maintain good
relationships with the prospective tourists and to motivate them in visiting Bangladesh. B43
and some of the larger private tour operators maintain contact with the foreign tour operators
to influence them highlight Bangladesh tourism and its facilities to the foreign tourists. Both
the private tour operators and B43 uses the techniques of sales promotion which include
quantity discount, children discount, off$season price rebate and improved service packages
for it package tours, cruise programs and accommodations to persuade the local tourist as well
as the foreign tourists. &n addition to that B43 and some private tour operators participate at
the tourism exhibition"fair arranged locally and internationally. Bccasionally, B43 arranges
different cultural night shows, food festivals, seminars, symposiums, audio$visual
presentations etc. at the popular tourism destination of the country. B43 has a web page to
provide the information of Bangladesh tourism and its facilities among the prospective
tourists though the page is not well designed.
*.(.8 Methods of "etermining Promotion Budget
=esponding to a question on the method7s8 of determining promotion budget, some
respondents express that they use more than one method in doing so. &t was found that E
respondents use the affordable method rather than the existing market demands in
AA
determining the promotion budget followed by A respondents who uses percentage of revenue
earning method. &t was revealed that only 0 respondents use ob#ectives and task method. The
following table 7Table ?.?8 shows the distribution of the respondents and the method used in
determining the promotion budget'
Ta$le *.* Methods Used to "etermine the Promotion Budget
Methods Bo. of :es-ondents -ercentage
;. !ffordable amount method
0. 4ercentage of revenue earning method
<. Based on previous year%s expense
>. Bb#ectives and task method
?. ixed amount method
1. Bther
.E
.A
.;
.0
.;
.;
?1.0?
?....
1.0?
;0.?.
1.0?
1.0?
Total 00 ;</.?.
6ote' Total number of organi2ations surveyed K ;1. ,ome respondents responded that they use more than one
method.
*.(.+ Comment on the Amount S-end on Promotion
Hhen the respondents were asked to express their opinion whether the amount spent on
promotion on is enough or not, only < respondents constituting ;?I strongly agreed that the
amount is sufficient. Hhereas ;; respondents constituting ??I was neutral which indicate
that it is neither sufficient nor insufficient or it may happen that the respondents have not
enough idea to express their view on this specific areas like promotion. Bnly ? respondents
strongly agreed that the amount presently spend on promotion is not sufficient to conduct an
effective promotional campaign on tourism in the national and international levels. The
following table 7Table ?.18 shows the distribution of respondents against each scale and their
percentage'
Ta$le *.' D-inion on the Amount S-end for Promotion
,cale
=espondents
)ighly
,ufficient
7/8
,ufficient
718
airly
,ufficient
7?8
6either
,ufficient
nor insuf$
ficient
7>8
airly
insuffi
cient
7<8
&nsufficient
708
)ighly
insufficient
7;8
Total
6o. of respondents
4ercentage of
=espondents
.<
;?
.;
?
..
..
;;
??
..
..
..
..
.?
0?
0.
;..
*.(.* .ffectiveness of the Promotional Activities Undertaken
AE
&n replying to a question on the effectiveness of the promotional activities that they undertake,
only ; respondent 7?I8 strongly argued that their promotional activities are effective and >
respondents 70.I8 strongly opined that the same is ineffective. But A respondents which is
the ma#ority constituting >.I scored the same as average. They opined that the promotional
activities presently undertaken are neither effective nor ineffective. The following table
7Table ?./8 presents the opinion of the respondent on the effectiveness of promotional
activities undertaken and implemented by Bangladesh Tourism industry'
Ta$le *.( .ffectiveness of Promotional Activities Undertaken
,cale
=espondents
,trongly
Effective
7/8
Effective
718
airly
Effective
7?8
6either
effective nor
ineffective
7>8
airly
ineffective
7<8
&neffe$
ctive
708
,trongly
&neffective
7;8
Total
6o. of
respondents
4ercentage of
=espondents
.;
.?
.0
;.
.<
;?
.A
>.
.;
?
.;
.?
.>
0.
0.
;..
&n an overall comment on the promotional activities, most of the respondents opined that they
can not lunch an extensive promotional measure due to lack of sufficient fund for this purpose
and have to depend on the local media rather than using any international medium. !t the
same time some of the international media highlight Bangladesh negatively rather than a
tourist destination. The initiative from the government to correct that negative image is not
sufficient. This negative image also influences the foreign tourists not select and visit
Bangladesh.
*.(.' Attitude to5ard the :ole of Promotional Activities
Hhatever be the present status of the promotional activities of Bangladesh tourism and its
effectiveness, most respondents 7/.I8 think that promotion has a strong role in marketing
tourism services followed by > respondents 70.I8 were neither agreed nor disagreed and no
one was below the scale of neutrality.
Ta$le *.9 Promotional Activities can Play any :ole to Tourism Industry
,cale
=espondents
,trongly
!greed
7/8
!greed
718
airly
!greed
7?8
6either
agreed nor
disagreed
7>8
airly
*isagr
eed 7<8
*isag$
reed
708
,trongly
*isagreed
7;8
Total
6o. of
respondents
4ercentage of
=espondents
;>
/.
.;
?
.;
?
.>
0.
..
..
..
..
..
..
0.
;..
The above table also shows that only one respondent is agree to this point and no one is fairly
disagree, disagree or strongly disagree about the role of promotion in tourism.
E.
*.(.( Attitude to5ard the Promotional Activities to "evelo- the Tourism
Industry
&n responding to a question whether Bangladesh tourism needs more promotional activities or
the respondents expressed their view which can be shown in the following table 7Table$ ?.E8'
Ta$le *.; More Promotional Activities are Beeded to "evelo- the Tourism Industries in
Bangladesh
,cale
=espondents
,trongly
!greed
7/8
!greed
718
airly
!greed
7?8
6either
agreed nor
disagreed
7>8
airly
*isagreed
7<8
*isa$
greed
708
,trongly
*isagreed
7;8
Total
6o. of
respondents
4ercentage of
=espondents
;/
A?
..
..
..
..
.0
;.
..
..
..
..
.;
.?
0.
;..
The ma#ority of the respondents constituting A? percent agreed that to develop the tourism
industry of Bangladesh, more promotional activities are needed, two 7;. percent8 were neither
agreed nor disagreed and only one respondent disagreed to this issue.
*.(.9 Tourism Season and Promotional Activities Undertaken $y the tour
D-erators
!ll most all around the year there are tourists in every tourist destination. But there is a peak
season and off peak season. &n Bangladesh, the most suitable season for tourism is rainless
dry season starting from 6ovember and ends in ebruary or mid$ March and most of the
foreign tourists visit Bangladesh during this period. ,ince, the tourists need to know about the
destination or they need to remind the tourism facilities of a particular destination, the proper
time to advertise is supposed to be the earlier of the most suitable season. The following table
7Table ?.;.8 shows when the operators undertake the promotional activities'
Ta$le *.7) Promotional Activities Undertaken $y the DrganiCation
Time 6o of =espondents I of the respondents
!ll around the year
*uring the tourism seasons
Before the tourism season
Bther
;0 7 ? from the B438
.0
.1
$
1.
;.
<.
$
Total 2) 7))
&t is apparent from the above table that the ma#ority of the operators constituting 1. percent
undertake the promotional activities all around the year while only 1 operators constituting
only <. percent do the same before the season which can be considered as the timely effort.
E;
Because the tourists have to be informed before their decision, so the advertisement before the
season is seemed to be the right time.
*.(.; Dverall D-inions of the :es-ondents on Promotional Activities of
Bangladesh Tourism
The promotional efforts of any product or service by any organi2ation are intended to achieve
the better performance in achieving the goal of the organi2ation. 3onsidering 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 tour operators
including B43 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 tour
operators 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. The following table 7Table$
?.;;8 shows the respondents comments selected from the top executives of B43 and private
tour operators regarding the issues on the promotional activities of Bangladesh tourism'
Ta$le *.77 :es-ondentsJ D-inion on Promotional Activities of Bangladesh Tourism
actors 6umber of frequency
Mean
score
,trongly
!gree
7I8
7/8
!gree
7I8
718
airly
!gree
7I8
7?8
6either
agreed nor
disagreed
7I8
7>8
airly
*isagree
7I8
7<8
*isagree
7I8
70
,trongly
disagree
7I8
7;8
4romotional expenditure is
sufficient
.<
7;?8
.;
7?8
..
7..8
;;
7??8
..
7..8
..
7..8
.?
70?8
<.A.
4romotion can play strong role in
tourism
;>
7/.8
.;
7.?8
.;
7.?8
.>
70.8
..
7..8
..
7..8
..
7..8
1.0?
Effectiveness of promotion
undertaken
.;
7.?8
.0
7;.8
.<
7;?8
.A
7>.8
.;
7.?8
.;
7.?8
.>
70.8
<./?
6eed more promotional activities ;/
7A?8
..
7..8
..
7..8
.0
7;.8
..
7..8
..
7..8
.;
7.?8
1.>.
&t apparent from the above table that the mean score of the promotional activities needed is
1.> which indicates that most of the respondents 7;/ out of 0.8 strongly feel that they
should take more promotional activities in marketing the tourism products or services of
Bangladesh. !t the same time, /.I of the respondents strongly believe that promotional
measures can play strong role to attract tourists to the tourist destination and the mean score
of which is 1.0?. The mean score on the point whether the promotional expenditure is
sufficient or not is <.A which is close to >... or a minor below the average mean score. &t is
interesting to note that only one respondent 7?I8 consider that their promotional activities
launched is effective. The mean score 7<./?8 indicates that their promotional measures are
not effective. But the mean score of respondents% responses regarding the sufficiency of the
promotional expenditure is very close to the scale of neutral and at the same time again
they argued that more promotional efforts are needed for the tourism of Bangladesh and its
mean score is 1.>. which is very contradictory. Because when the promotion expenditure is
close to sufficient there may not have the need of more promotional measures or otherwise
the budget is not sufficient.
E0
*.(.7) Suggestions from the Tour D-erators
The respondents were requested to express their opinion about the steps those should be
undertaken to attract more tourists. The summary of their suggestions are as'
Ta$le *.72 :eAuired measures Undertaken to Attract More Tourists
Measures undertaken to attract foreign
tourists
Measures undertaken to attract local
tourists
;. 4articipate in international tourism fairs
0. 9ses Bangladesh mission abroad
<. 3ontracting international tour operators
>. *istributing brochures and tourist hand
books
?. 9ses of well$designed website
;. !dvertises in local 6ewspapers and
Bangladesh Television
0. !rranges tourism fairs
<. *istributes tourism publications to
the potential tourists
The respondents both from the 6ational Tourism Brgani2ation 7B438 in Bangladesh and from
the private tour operators in Bangladesh were requested to put forward some suggestions for
the *evelopment of Bangladesh Tourism. Their suggestions can be presented in a
summarised form in the following table 7table ?.;<8'
Ta$le *.78 Suggestions from the Tour D-erators
Suggestion from Bangladesh Par/atan
Cor-oration
Suggestion from Private Tour D-erators
;. 6eed to develop new attractions"
products or services in the
destinations.
0. More promotional activities should
be undertaken
<. ,hould develop and update an
attractive web site to provide the
required information to the
potential tourists.
>. Fovernment should prioti2e this
sector for development plan.
?. ,ecurity of the tourists should be
ensured.
1. B43 should have full autonomy to
take necessary decision timely
;. &nfrastructural development is needed.
0. *eveloping new products or services
in the destinations.
<. Hell designed website is needed
>. oreign mission should be involved in
promotional activities.
?. Caw and order situation should be
developed.
1. 6eed coordinated promotion activities
by 6TB and other parties involved.
/. Fovt support to the private tour
operators is necessary for the
development of this sector.
A. Tax holiday for vehicles is necessary
for minimi2ing cost of operation.
E<
E>
Cha-ter ' :ecommendations and Conclusion
'.7 Introduction
Tourism is now a fastest growing industry in the world. The growth of the same in the !sia
and the 4acific region is more accelerating than any other region. The ever increasing growth
of this industry and its market has increased the competition among the tourists importing
countries. !s a result, the success of any destination country depends on how well it can
initiate and adopt the competitive marketing strategy over its competitors. 4romotion is one of
the most important elements of the marketing mix through which the attractions of the
destinations and its facilities are focussed to the potential tourists to draw their attention and
grow interest among them to visit the sponsor%s destination. &t sates that the destination
country needs to take the effective promotional measures so that they can gain the positive
result through attracting more tourists to its destination. The present study revealed that
Bangladesh is also trying to attract more tourists to its destination through different measures.
But the country lacks far behind to conduct the appropriate and sufficient measures regarding
the promotional measures. The resultant effect is that Bangladesh could not achieve
significant progress to develop the industry though the number of tourist arrivals and the
earnings from this industry show a positive growth rate. The position of Bangladesh tourism
in world context is very negligible even the country%s position is at the bottom line in the
,outh !sian region. !mong the seven countries of ,!!=3 in this region, Bangladesh holds
the 1
th
position #ust above the position of Bhutan. But the country has some unique attractions
like world%s longest and unbroken sea beach, world%s largest mangrove forest with a variety
of wildlives, historical cultural heritage, tribal culture, captivating beauty of the nature etc.
Bne of the reasons of not succeeding Bangladesh tourism is insufficient promotional
measures undertaken for marketing the said sector. ,o, it is essential for the policy makers of
the concern industry to consider the issue very carefully and on the priority basis for the
expected development of the industry.
'.2 :ecommendations for Managerial Im-lications
Based on the findings of the study and the researcher%s experience the following suggestions
can be put forwarded for the managerial implication to improve the promotion of this industry
in Bangladesh'
I. Correcting the Image of the Country
The image of the destination plays a vital role to attract tourists to that particular destination.
But Bangladesh is suffering from the image problem because of some international media.
These media highlight Bangladesh negatively which results to create misconception among
the potential tourists. Even some 6on Fovernment Brgani2ations 76FBs8 do the same thing
in order to collect funds by highlighting the country as a dreadfully poor, flood ravaged,
pestilence and means there is nothing to be in a country to consider as a tourist destination. !s
a result, many foreigners do not choose Bangladesh as a tourist destination because of either
they don%t have enough idea about the country and its tourism attractions and facilities or
E?
what they have is negative. To some extent, it may be partially true but is not the fact as a
whole. Bnce someone visits the country his"her perceived image is changed. ,o, Bangladesh
tourism should emphasi2e first on its promotional measures to correct this negative image.
But it is not only the issue to be solved by Bangladesh tourism authorityN it requires the
government%s initiative as a whole and the Bangladesh Mission offices abroad have a ma#or
role in this regard. !s Bangladesh tourism industry has not enough funds to use to
international media for correcting this negative image, it should emphasi2e on the printed
materials and to distribute it to the potential tourists through different airlines, foreign tour
operators and foreign mission abroad etc.
II. .nsuring the Security of the Tourists
,ecurity at the destination place is considered as one of the ma#or factors for the foreign
tourists. Because of every tourist gives the high priority on security to select a foreign country
as a tourist destination. Therefore, the question of adequate security to the tourists during their
visit is also very important 76urunnabi, ;EE?8.
0>A
The tourists need to be fear free in visiting a
place especially when it is outside their home country. The government of Bangladesh should
improve the security in the ma#or tourist areas with a view to correct Bangladesh%s tarnished
image. !ny sort of risk and uncertainty related to the destination will lead the tourists not to
select that particular destination. 4romotional measures can remove these sorts of fear, risk,
harassment or cheating.
III. Use of Information Technology in Promotional in Promotional Activity
The recent change and progress in information technology have a revolutionary impact on
tourism industry. Because of travel and tourism$related products and services are highly
compatible with the &nternet and the rapid growth of the &nternet is having an impact on the
distribution of travel services and has heightened speculation about the potential for
disintermediation of the travel agent 7Bennett and Cai, 0..?8.
0>E
!gain, the international
tourism system is dependant on information technology for its future growth, competitiveness
and long$term survival $ particularly in terms of tourism marketing and distribution 7Morgan
et al, 0..;8.
0?.
&t is considered that who are able to access more information and make use of
it are likely to be the winner in the competitive environment. &n promoting the tourism
industry of any country, the &nternet can play the leading role to facilitate information
exchange internationally. &n addition to that Horld Hide Heb 7HHH8 is the most popular
application on the &nternet which can be used effectively for the many purpose of tourism
marketing including direct sales, advertisement, customer support, etc. Bangladesh tourism
authority must consider the effective use of this technology for the promotional activity of this
industry. &t is worth mentioning here that though B43 has it own web page, it should be well
designed containing all the necessary information.
II. Promoting to Some S-ecific :egions
!s Bangladesh tourism is at the early development stage, the country should target a specific
number of countries from where the country can generate more tourists rather than targeting
the whole market areas. !t least by targeting five more prospective tourist generating
countries, the country can undertake more promotional activities to those countries so that a
0>A
6orunnabi, !,M 7;EE?8, p. ;0
0>E
Bennet, Marion and Cai, 3hi$Hen +evin 70..?8, p. A
0?.
Morgan, 6. (.N 4richard, !.N and !bbott, ,. 70..;8, p. ;;.
E1
larger number of tourists can be attracted. Even to those countries, Bangladesh can launch
heavy promotional activities by using different tools of promotion. &f the industry wants to
attract more foreign tourists, it needs to publish some creative advertisement in some specific
travel guides, maga2ines, and speciali2ed professional #ournals that the potential tourists,
overseas tour operators, travel agents, and travel writers read 7)ossain and iro22aman,
0..<8.
0?;
The authors described that tourist customers are more likely to respond to the
creative advertising message pro#ected through speciali2ed and appropriate media vehicles.
Then they urged that that the extent of success in appealing to a particular market segment or
encouraging them to visit the destination7s8 depends upon the right choice of advertising
media and thus the choice of media is an important decision for the marketers of the tourism
industry.
I. Allocation of more Promotional 4unds
Bangladesh don%t have that level of capability to compete with the world%s top tourist
generating countries, but it has the capability to compete with the member countries of
,!!=3 or at least some other small countries of ,!!=3 except &ndia. 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 > or ? percent of it
total earnings from this sector. &n addition to that the authority should have a plan for the
effective use of the promotional budget. Because of it will again help to increase the earnings
by attracting more tourists.
II. Use of 4oreign Tour D-erators to Promote Bangladesh as a tourist "estination
oreign tour operators can play an important role to in motivating the potential tourists to a
specific tourist destination. B43 and the private tour operators of Bangladesh can maintain
the contact and liaison with the foreign tour operators and to influence them to send more
tourists to Bangladesh. Even foreign tour operators can be used to distribute the brochure,
souvenirs, and tourists% maps of Bangladesh tourism. or this purpose they need to have some
incentives. Bangladesh can sell package tours through foreign tour operators where they
receive a handsome amount of discount.
III. More "iscounted Dffer for a =rou- Tour and <ong Stay
Bangladesh can attract more tourists by offering more discounts on group tours and long stay
visits. or example, discount on air tickets, hotel rents, discounted price of local transport
arranged by the tour operators etc. 6ational airlines have a ma#or role in this regards. ,ince
the position of the national airlines of Bangladesh is not so good, the country can make the
mutual arrangement on some selected international airlines. &n addition to that the tourism
authority should offer more off$season discounts, students discount, ,!!=3 tour rebate etc to
motivate the potential tourists to visit Bangladesh. !t the same time, steps should be taken to
attract the local tourists to travel more in a number and frequent visit of different tourism
spots of the country.
0?;
. )ossain, Md. !f#al and iro22aman, M. 70..<8, p. /0
E/
IIII. Coo-eration among the Beigh$ouring Countries is needed
The ,!!=3 countries can co$operate each other for the development of tourism in this
region. Each country can be benefited through building and maintaining a meaningful
cooperation among the ,!!=3 countries% tour operators, travel agencies, tourist
organi2ations etc. This region can undertake the promotional activities #ointly to identify and
highlight the tourist spot of the ,!!=3 countries. !gain the bi$lateral co$operation between
any two countries of the same region can help both the participants in developing the sector.
IQ. "evelo-ing Infrastructure 4acilities and "iversified Products6Services
The present infrastructural facilities of tourism in Bangladesh are not up to the standard of
international level. There need to develop more hotels, motels, restaurants, and internal
transport for the easy access to the spots. !t the same time, the tourism authority needs to take
the necessary steps for diversify the products or services. or example, introducing new river,
lake and sea cruising, Bangladesh can have a bonan2a in tourism industry. Before going to
advertise in the international media, the country needs to develop these facilities.
Q. .ncouraging More Private Sector Investment
Bangladesh tourism industry needs for heavy investment in order to develop infrastructure
facilities and promotional measures. ,ince the government is not in a position to fulfill the
needs of this heavy investment due to resource constraint, the government should consider
promoting private sector investment both from domestic and foreign investors in order to
develop and promote the tourism industry in Bangladesh. To encourage the private
investment, the government should declare some incentives to the private investors. The
incentives like tax holiday for a certain period on their return, tax free import of vehicles for
using in tourism, arrangement of loans at a lower rate of interest, providing physical facilities
etc. can be considered favourably for this purpose. ! revised tax holiday for the hotel
industry will provide incentives for the construction of new units and motivate the tourists to
stay longer period 7)ossain and iro22aman, 0..<8.
0?0
The authors emphasi2ed that tax
holiday for accomodation units is necessary as the room rent in Bangladesh is very high. &n
addition to this, the professional tourism institution of learning should be expanded if possible
and the private sector should be encouraged to operate with concessions from the government
of Bangladesh.
QI. Coordination among the "ifferent :elated 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 #oint programs in developing the industry. !s tourism is a
multifaceted industry, there should have some coordination among the tour operators,
hoteliers, airlines, local transport authorities and other service provider so that their
coordinated efforts can be fruitful. !gain, there should have the necessary coordination
among the concerned ministries like ministry of Tourism and 3ivil !viation, )ome, oreign
!ffairs, Transport and )ealth so that the visit of the tourists can be made more safer, healthier
and en#oyable.
0?0
)ossain, Md. !f#al and iro22aman, M. 70..<8, p. /E
EA
'.8 Conclusion
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 in the world. The
industry has attained the impressive growth in the world$wide in terms of tourist arrivals and
foreign exchange earnings which has led the ever increasing competition among the
destination countries and gained the top priority in most of the destination countries. Every
destination country is trying to attract more tourists by drawing the attention and growing the
interest among the potential tourists through adopting effective marketing strategies.
4romotion is an important element of marketing mix and plays a vital role in developing
marketing strategies. Because of tourism is a field where the customers"tourists want to know
in advance about the attractions and facilities of the destination. Marketers need to provide
such necessary information to the prospective tourists through different promotional measures
and thus, try to motivate and attract them to the sponsor%s destination.
Though the growth of tourism is impressive world$wide, the same in Bangladesh is not so. &t
is not because of lack of eye$catching tourist%s attraction to the destination of Bangladesh,
rather it is the result of inadequate promotional measures. Bangladesh failed to market its
incredible tourist attractions like world longest unbroken sea beach, covering miles of golden
sands, soaring cliffs, surfing waves, rare conch shells, Buddhist Temples, 4agodas and
en#oyable sea$food all of which are almost impossible to be found in any where of the other
tourist destinations of the worldN the world%s largest mangrove forests is formed at the delta of
the Fanges, cultural heritage, pristine beauty of the nature etc. and leads to attract an
insignificant number of tourists to its destination. The contribution of Bangladesh tourism to
the world tourism is very negligible. Even the position of the country among the ,!!=3
countries is at the bottom line. &t holds the position #ust above the position of Bhutan. !s a
result, the contribution of tourism in the economy of Bangladesh is very insignificant.
The existing literatures also show that Bangladesh tourism fails to attract more tourists and
not succeeded in developing the sector up to its expectation mainly due to inadequate
promotional activities. Though the international media can be effective for drawing the
attention of the potential foreign tourists but it is expensive to use the same for promoting the
tourism in Bangladesh. !s the country has the fund constraint, it has to depend on the local
media and on some low qualitative printed materials to promote the sector which do not result
positively to achieve the goal from this industry. The use of information technology in
promoting Bangladesh tourism is very negligible. The web page presently used by
Bangladesh 4ar#atan 3orporation is not well$designed and attractive and can not disseminate
all the necessary information to the prospective tourists.
Bangladesh tourism also needs to attempt more promotional activities to cope up with the
present competition among the destination countries. The country can arrange the more tourist
fairs with in the country to attract local tourists and also the foreigners who are already living
in Bangladesh. !dvertisement in the local newspapers and the distribution of different printed
materials related to Bangladesh tourism may help to serve the purpose. &n addition,
participation in the international tourism fairs, distribution of different types of high quality
printed materials among the potential foreign touristsN advertisement in some of the
international newspapers covering at least the ma#or tourists generating countries to
EE
Bangladesh etc. can be more fruitful for the promotion of the same in Bangladesh. The
foreign mission offices abroad of Bangladesh can take the initiatives for encouraging the
people to visit Bangladesh. The mutual arrangements with some selected foreign tour
operators and providing them incentives can produce more positive result in attracting tourists
to the destination of Bangladesh.
,ince the potential tourists need the information regarding the destination%s attraction and
facilities in advance, uses of information technology can help to a greater extent to
disseminate the information among the prospective tourists. Bangladesh tourism can take the
initiatives to update its present web page in a well$designed form so that the prospective
tourists can get all the necessary information from the page easily. There should have
sufficient online facilities so that all bookings related to tourism can be made through online.
There should have some attractive offers like discounted air tickets, discount on hotel rent etc
for a group visit and for a longer period visit. !ll these will play the motivational role for the
potential tourists to select Bangladesh as a tourist destination.
The survey revealed that the main reason of not succeeding Bangladesh tourism is that the
concern authority failed to reali2e the importance of this sector initiate the proper measures in
undertaking effective promotional measures to attract the potential tourists. The allocation of
promotion fund is inadequate for the sector which was only Tk.;..>;< 79,J;?. thousand8 in
0..>$.? constituting only ..0? percent of the earnings for the same year. The allocated fund
is quite unreasonable to conduct any necessary promotional activity for tourism in the
international level. *ue to fund constraints, the operators of tourism now are using the local
media which has no effect on the foreign tourists except those who are already living in
Bangladesh. The operators also depend on the printed materials like brochures, souvenir, post
cards, tourists% maps, folders etc. which have also little impact on foreign tourists because of
its low quality and attractivity. &t is necessary to develop the quality of these printed materials
to have a positive impact on the prospective tourists and need to lunch effective promotional
measures by using media which have international coverage in order to attract the attention of
the foreign tourists and persuade them to select Bangladesh as a tourist destination. !t the
same the effective use of promotion budget is also essential. The country also suffers from the
negative images those have already been created through some international media need to be
corrected by lunching extensive and effective promotional measures which again demands
more fund allocation for the purpose. !gain, the participation of the private sector in a large
scale along with the government sector is necessary for the promoting this backward sector.
The private sector%s investment in promoting and developing this will be an added wing in the
overall efforts of achieving the target from this sector.
;..
,o, the concern authority needs to give priority and adopt necessary effective promotional
measures in order to attract a significant number of foreign tourists to visit the
country. &n developing strategic promotional approaches, tour$operating firms
should examine and uncover carefully the factors which affect prospective tourists%
choice in selecting a destination country and which repel them in their selection
process. Hith the present state of attractions, services, facilities, and accessibility,
the promotional activities of the firms are now mainly restricted to some
prospective countries of the ,outh !sia, the resident foreigners in the country, and
the domestic affluent people. Hith the expansion of the base of services and
facilities, improvement of existing services, development of new services, and
development of the infrastructure, the firms should plan to direct its promotional
activities at other new market segments. These include 6orth !merica, Europe,
!ustralia, 6ew Sealand, (apan and +orea depending upon the potentials of the
markets and the extent to which the industry can serve them. The government has
already declared tourism as an industry in ;EE;, formulated 6ational Tourism
4olicy in ;EE0 and undertaken some development pro#ects. The FBB 7Fovt. of
Bangladesh8 has also considered undertaking steps to establish Exclusive Tourist
Sone 7ETS8 and offered some incentives for both local and foreign investors with a
view to encourage the private sector participation in the development and
promotion of tourism in Bangladesh. &t has also started implementing by phases the
recommendations of the ,trategic Master 4lan formulated by the Horld Tourism
Brgani2ation 7HTB8 with the assistance of the 96*4. The effective
implementation of all these steps will help Bangladesh tourism industry to
experience development to a greater extent and will emerge as a ma#or contributor
to the national economy with in a very short period of time.
'.+ "irection for 4urther :esearch
This research was carried out to find out the use of promotional activities in tourism by
emphasi2ing on the context of Bangladesh. &t is tough to conduct the research on a vast area
like tourism with the time frame allocated for the study. !s a result, the tourist opinion from
the field survey could not be used. There remains further scope to conduct the study as the
replication of the present study. or example, to have in depth picture of the tourists% opinion
they can be interviewed. ! comparative study can be done among the cost of visiting the
destinations of different regions from the same place of origin. Because of in addition to
attractions, the cost for travelling is an important element in choosing the destination place or
it can be compared the promotional strategies used by the successful destinations especially
the countries in the !sian regions to prescribe the more suitable strategy for the same of
Bangladesh.
;.;
:eferences
!dams, +. 7;EA>8 3ome to Tana Tora#a, QCand of the )eavenly +ingsR' Travel !gents as
Brokers in Ethnicity. 0nnals o1 2ourism 3esear.h/ 5ol. ;;
!hmed, ,yed ,hahabuddin 7;EA18 Tourism in Bangladesh, 4an5ladesh Quarterly/ 5ol. 1,
6o. 1
!hmed, Safar 9. 7;EE;8 Marketing Mour 3ommunity' 3orrecting a 6egative &mage, Cornell
6otel and 3estaurant 0dministration Quarterly, ebruary &ssue?
!hmed, Safar 9. 7;EE18 The 6eed for the &dentification of the 3onstituents of a *estination%s
Tourist &mage' ! 4romotion ,egmentation 4erspective, 2he Journal o1 7ro1essional
Ser8i.e Mar9etin5, 5ol. ;> 7;8
!kpinar, 6., Talay, &. and 3eylan, 3. 70..>8 =ural Homen and !grotourism in the 3ontext of
,ustainable =ural *evelopment' ! 3ase ,tudy from Turkey, :lu;er Journal/ 5ol.
1
Becken, ,usanne 70..?8 The =ole of Tourist &cons for ,ustainable Tourism, Journal o1
<a.ation Mar9etin5/ 5ol. ;;, 6umber ;
Bennett, Marion and Cai, 3hi$Hen +evin 70..?8 The &mpact of the &nternet on Travel
!gencies in Taiwan, 2ourism and 6os,itality 3esear.h/ 5ol. 1, 6o. ;
Bhattacharya, ).+. 7;EE/8, ! Blueprint' Helcoming More Tourist, -ndian Mana5ement, 5ol.
<1, 6o. ?
Binge, E. and !ndreu, C., 7;EEE8' ,trategic Marketing in the Travel !gency ,ector. &n' .
5ellas and C. B[cherel, Editors, 2he -nternational Mar9etin5 o1 2ra8el and
2ourism= 0 Strate5i. 0,,roa.h, Macmillan, )ampshire
B43 70..>8 4an5ladesh 2ourism <ision "$"$, Morshed, M. M. =ahman 7edited8, *haka,
Bangladesh
Briedenham, (. and Hickens, E. 70..>8 Tourism =outes as a Tool for the Economic
*evelopment of =ural !reas D 5ibrant )ope or &mpossible *reamP 2ourism
Mana5ement/ 5ol. 0?, 6o. ;
Britton, =. 7;E/E8 The &mage of the Third Horld in Tourism Marketing, 0nnals o1 2ourism
3esear.h, 5ol. 1
Buhalis, *imitrios 7;EEA8 ,trategic 9se of &nformation Technologies in the Tourism &ndustry,
2ourism Mana5ement/ 5ol. ;E, 6o. ?
3alantone, =oger (. and Ma2anec, (osef !. 7;EE;8, Marketing Management and Tourism,
0nnals o1 2ourism 3esear.h, 5ol. ;A, 6o. ;
3hantarachoti, 6ivat$ 70..?8 Fovernment has to go out and do ,ome =oad ,hows to 4romote
Bangladesh as a Tourist *estination, 4usiness 4an5ladesh/ (uly
;.0
3hris, =yan 7;EE;8 The *eterminate of *emand for Tourism, in 3e.reational 2ourism= 0
so.ial S.ien.e 7ers,e.ti8e/ Condon' =outledge
3ohen, E. 7;EAE8 4rimitive and =emote' )ill Tribe Trekking in Thailand, 0nnals o1 2ourism
3esear.h, 5ol. ;1, &ssue ;
3ooper, *. 7;EE>8 4ortraits of 4aradise' Themes and &mages of the Tourist &ndustry,
Southeast 0sian Journal o1 So.ial S.ien.e, 5o. 00
3rick, M. 7;EAE8 =epresentations of &nternational Tourism in the ,ocial ,ciences' ,un, ,ex,
,ights, ,avings and ,ervility, 0nnual 3e8ie; o1 0nthro,olo5y, 5ol. ;A
*alakas, 4anos 70..;8 9niversity of Hestminster Third !nnual Tourism orum' Bptimising
Tourism &mpactsD &mplications for 4lanning and Management of *estinations, 2he
-nternational Journal o1 2ourism 3esear.h/ 5ol. <, &ssue 0
*as, 4ial 7;EEE8 or *eveloping Bur Tourism &ndustry, 2he Daily Star, ebruary 0.
*ann, FM,. 7;EE1a8 2he >an5ua5e o1 2ourism/ Hallingford 9+' 3!B &nternational
*ann, FM,. 7;EE1b8 The 4eople of Tourist Brochures, in the 2ourist -ma5e= Myths and Myth
Ma9in5 in 2ourism/ ,elwyn T 7ed8, Hiley' Condon
*avidson, =ob 7;EE>8, Tourism, ,econd Edition, ECB, with 4itman 4ublishing, Condon,
9+,
*awn, &acobucciN +ent, Frayson and !my, Bstrom 7;EE>8 3ustomer ,atisfaction ables,
Sloan Mana5ement 3e8ie;, ,ummer *ieke, 4eter 9 3, and +aramustafa, +urtulus
70...,8 3ooperative Marketing in the !ccommodation ,ubsector' ,outhestern
Meditteranean 4erspective, 2hunderbird -nternational 4usiness 3e8ie;, 5ol. >0,
&ssue >
Echtner, 3. M. : 4rasad, 4. 70..<8 The 3ontext of Third Horld Tourism Marketing, 0nnals
o1 2ourism 3esear.h, 5ol. <., 6o. <
Echtner, 3harlotte M. 70..08 The 3ontent of Third Horld Tourism marketing' ! >!
!pproach, 2he -nternational Journal o1 2ourism 3esear.h/ 5ol. >, &ssue 1
Edgell, *avid C. 7;EE.8 The 3hallenges for Tourism Education for the uture, Journal o1
2ra8el 3esear.h/ 5ol. 0E, &ssue 0
Edgell, *avid C. and 3artwright, Mary C. 7;EE.8 )ow Bne +ansas Town 9sed Tourism to
=evitali2e &ts Economic Base, 4usiness 0meri.a/ ;;;, 6o. 0;
Editorial 6ote 70..18 *estination Bangladesh' 9nspoiled 5irgin !ttractions, Haiting to be
*iscovered, 2he 4an5ladesh Monitor/ 5ol. G5, &ssue 6o. ;1, !pril ;$;?
Engel, (ames ., =oger *. Blackwell, and 4aul H. Miniard 7;EA18, Consumer 4eha8ior, ?
th
edition, 3hicago' The *ryden 4ress
ayed, ). : letcher, (. 70..08 OFlobali2ation of Economic !ctivity' &ssues for Tourism%
2ourism ?.onomi.s, 5ol. A, 6o. 0
ill, 3hris 7;EEE8 Mar9etin5 Communi.ations= Conte+t/ Content and Strate5ies, 0
nd
edition,
4rentice )all Europe
;.<
rechtling, *. 3. 7;EE>8 !ssessing the &mpacts of Travel and Tourism' &ntroduction to Travel
Economic &mpact Estimation, &n travel, 2ourism and 6os,itality 3esear.h, (. =. B.
=itchie and 3. =. Foeldner 7eds8, 6ew Mork, (ohn Hiley and ,ons, &nc.
Fammack, (ohn 70..?8 Tourism and Media, 0nnals o1 2ourism 3esear.h, 5ol. <0, 6o. >
Filbert, *.3. 7;EAE8 Tourism Marketing$&ts Emergence and Establishment, in 4rogress in
2ourism 3e.reation and 6os,itality Mana5ement/ 3. 3ooper%s 7ed.8 5ol. ;,
Belhaven
Foeldner, 3. =,N =itchie, (.=. Brent and Mc&ntosh, =. H. 70...8 2ourism @ 7rin.i,les/
7ra.ti.es and 7hiloso,hies/ Ath edition, (ohn Hiley : ,ons, &nc., 3anada
Funn, 3lare !. and 5ar, Turgut 70..08 2ourism 7lannin5= 4asi./ Con.e,ts and Cases, >
th
edition, 6ew Mork
)ackley, 3hristopher 70..?8, 0d8ertisin5 and 7romotion, ,!FE 4ublications, Condon E3;M
;,4, 0..?
)asan, ,yed =ashidul 7;EE08 7roblems and 7ros,e.ts o1 4an5ladesh 2ourism -ndustry,
Bureau of Business =esearch, 9niversity of *haka
)asan, ,yed =ashidul 7;EE., a8 Marketing, 4ublicity and ,ales 4romotion for Tourism
*evelopment in Bangladesh, 4aper =ead out in the Horkshop on Tourism Master
4lan, held on (anuary ;?$;1, ;EE.
)asan, ,yed =ashidul 7;EE., b8 Marketing 4olicy and ,ale 4romotion for Tourism
*evelopment in Bangladesh, 4aper =ead out in the Horkshop on QTourism Master
4lanR, (anuary ;?$;1, ;EE.
)asan, ,yed =ashidul 7;EAA8, Tourism 4rospects in Bangladesh, 2he Dha9a Uni8ersity
Studies/ 4art$3, 5ol. E, &ssue$0
)olloway, (. 3hristopher and 3hris, =obinson 7;EE?8 Mar9etin5 Aor 2ourism, Third Edition,
Congman Froup Cimited, England
)olloway, (. 3. 70..08 2he 4usiness o1 2ourism, !ddison Hesley )arlow' Congman, ?th
edition
)ossain, Md. !f#al : )ossain, Md. (akir 70..08, Marketing 4romotion ,trategies of the
Tourism &ndustry in Bangladesh' !n Empirical ,tudy of ,ome ,elected Tour
Bperators, So.ial S.ien.e 3e8ie;, 5ol. ;E, 6o. 0
)ossain, Md. !f#al 7;EEE8 Marketing of Tourism &ndustry in Bangladesh' !n Empirical ,tudy
of 4erformance and ,trategies, 9npublished 4h.*. Thesis, 9niversity of 4une, &ndia,
)ossain, Md. !f#al and iro22aman, M. 70..<8 ,trategic 4romotion !pproaches to
*eveloping Tourism in Bangladesh' !n Empirical ,tudy of ,ome ,elected Tour
Bperators, =esearch Book, 4ureau o1 4usiness 3esear.h/ 9niversity of *haka,
Bangladesh
&ngram, )adyn 70..<8 3ultural Tourism' The 4artnership between Tourism and 3ultural
)eritage Management, -nternational Journal o1 Contem,orary 6os,itality
Mana5ement/ 5ol. ;?, 6o. /
;.>
&slam, Mohammed =afiqul 70..?8 ! 3ontext !nalysis of 3ustomer satisfaction in ,ervices,
unpublished Master Thesis, BT), ,weden
&vanovic, !. and 3ollin, !. ). 7;EE18, Di.tionary o1 Mar9etin5, 4eter 3ollin 4ublishing,
,econd Edition
&wasaki, Moshi and )avit2, M. E. 70..>8 Examining =elationships between Ceisure
&nvolvement, 4sychological 3ommitment and Coyalty to a =ecreation !gency,
Journal o1 >eisure 3esear.h, 5ol. <1, 6o. ;
(uniu, ,usana 70...8 *ownshifting' =egaining the Essence of Ceisure, Journal o1 >eisure
3esear.h/ 5ol. <0, 6o. ;
+ale, ,udhir ). and Heir, M. +atherine 7;EA18 Marketing Third Horld 3ountries to the
Hestern Traveller' The 3ase of &ndia, Journal o1 2ra8el 3esear.h, 5ol. GG5, 6o. 0
+amal, !. Saman 7;EE08 The ,undarbans D ! )idden Fold Mine, 2he 4an5ladesh Monitor,
5ol. ;, 6o. ;?, 7March ;1$<;8
+astelein, Barbara 70..?8 =ural 4romotion, 4usiness Me+i.o/ 5ol. ;?, &ssue A
+otler, 4hilipN !rmstrong, FaryN ,aunders, (ohnN and Hong, 5eronica 7;EEE8, 7rin.i,les o1
Mar9etin5/ 4rentice )all Europe
+otler, 4hilipN Bowen, (ohn T. and Makens, (ames 3. 70..18 Mar9etin5 1or 6os,itality and
2ourism, 4earson &nternational Edition 7>
th
edn8, 4earson 4rentice )all, 6ew (ersey
+otler, 4hilipN Hong, 5eronicaN ,aunders, (ohnN and !rmstrong, Fary 70..?8 7rin.i,les o1
Mar9etin5, >
th
European Edition
+riegel, =. !. 7;EA18 )ow to 3hoose the =ight 3ommunication Bb#ectives, 4usiness
Mar9etin5, !pril
+umar, Bi#ender 7;EE>8, Mar9etin5 o1 2ourism as a Ser8i.e and 0nalysis o1 -m,erati8es, &n
Marketing ,ervices, Bidhi 3hand 7ed8, =awat 4ublication, (aipur and 6ew *elhi
Catham, (ohn and Edwards, 3hris 7;EAE8 The statistical measurement of tourism, in
3ooper, 3hris 70..<8, 0s,e.ts o1 2ourism/ A' 3lassic =eviews in Tourism,
3hannel 5iew 4ublications
Caw, =ob, 3heung, 3atherine and Co, !da 70..>8 The relevance of profiling travel activities
for improving destination marketing strategies, -nternational Journal o1
Contem,orary 6os,itality Mana5ement, 5ol. ;1, 6umber 1
Ciu, !bby and Hall, Feoffrey 70..18 4lanning tourism employment' a developing country
perspective, 2ourism Mana5ement/ 5ol. 0/
Covelock, 3hristopher ). 7;EA<8 3lassifying ,ervices to Fain ,trategic Marketing &nsights,
Journal o1 Mar9etin5, 5ol. >/ 7summer8
Ma2urski, +r2ys2tof =. 70...8, Feographical 4erspectives on 4olish Tourism, GeoJournal ?.
Meler, Marcel and 3ervic, Sdenko 70..<8 ood Marketing in the unction of Tourist 4roduct
*evelopment, 4ritish Aood Journal, 5ol. ;.?, 6o. <
;.?
Mexican ,tatement 7;E/A8 2he 7la.e o1 7ubli. 3elations in Mana5ement ?du.ation, 4ublic
=elation Education Trust, (une.
Mill, =. 3. and Morrison, !. M. 70..08 2he 2ourism System/ >
th
edition, +endall")unt
4ublishing 3ompany, 9,!
Mitra, ! + 70..?8 4otential is 5ery )igh and Thus Bangladesh can be developed as a Tourist
*estination, 4usiness 4an5ladesh, (uly
Mohamed, M. 7;EAA8 Moroccan Tourism &mage in rance, 0nnals o1 2ourism 3esear.h, 5ol.
;?, &ssue >
Morena, !ntonio de la 70..>8 Q2ourism as a Motor o1 ?.onomi./ So.ial and Sustainable
De8elo,mentR, 0Eth 3ongress of the !frica Travel !ssociation 7!T!8, *ouala,
3ameroon
Morgan, 6. and 4richard, ! 7;EEA8 2ourism 7romotion and 7o;er= Creatin5 -ma5es/
Creatin5 -dentities, 3hichester 9+' Hiley
Morgan, 6. (.N 4richard, !.N and !bbott, ,. 70..;8 3onsumers, Travel and Technology' !
bright uture for the Heb or television ,hopping, Journal o1 <a.ation Mar9etin5/
5ol. /, 6o. 0
Moss, 4eter de 5ere 7;EE>8, &ntegrated =esource *evelopment of the ,undarbans =eserved
orest' Bangladesh, ield *ocument ;, 4repared for the Fovernment of the 4eople%s
=epublic of Bangladesh, ,ponsored by the !B"96*4
Murphy, !. and Hilliams, 4. H. 7;EEE8 !ttracting (apanese Tourists into the =ural
)interland' &mplications for =ural *evelopment and 4lanning, 2ourism
Mana5ement, 5ol. 0., 6o. >
6ewsome, *., Moore ,.!., and *owling, =. +. 70..08, Batural 0rea 2ourism= ?.olo5y/
-m,a.ts and Mana5ement. 9+' 3hannel 5iew publications.
6organ, ,usan 7;EE>8 Mar9etin5 Mana5ement, ! European 4erspective, !ddison$Hesley
4ublishing 3ompany &nc.
6urunnabi, !,M 7;EE?8, &ncentives to Tourism in 3ity, 2he Daily Star/ *ecember, 0<
Bppermann, M. and Mc+inley, ,. 7;EE/8 ,exual &magery in the Marketing of 4acific
Tourism *estinations, &n 4acific =im Tourism, Bppermann M 7ed8, 3!B
&nternational' Hallingford
4almer, !drian 7;EE?8 Tourism *estination Marketing !lliances, !nnals of Tourism
=esearch, 5ol. 00, 6o. <
4annell +err orster !ssociates 7;EAA8, ,trategic Master 4lan for Tourism, Bangladesh,
4ro#ect indings and =ecommendations, prepared for the Fovernment of the 4eoples
=epublic of Bangladesh, (ointly sponsored by the HTB and 96*4, ;EAA, 3hapter$
<, p.; and chapter D ;0
4annell +err orster !ssociates 7;EAA8, ,trategic Master 4lan for Tourism, Bangladesh,
7roje.t Aindin5s and 3e.ommendations/ 4repared for the Fovernment of
Bangladesh, ,ponsored by the HTB"96*4, 3hapter$0, 3hapter$< and 3hapter$ ;0
;.1
4atwari, 3ol 7=td8 Ba2lul Fhani 7;EE<8, =eview and 4roposals for the *evelopment of
Tourism &ndustry in Bangladesh, Dha9a Courier, 5ol. ;., &ssue ;<
4oirier, =obert !. 7;EE?8 Tourism and *evelopment in Tunisia, 0nnals o1 2ourism 3esear.h/
5ol. 00, 6o. ;
@uoted by Middleton, 5ictor T. 3. 7;EE>8, Mar9etin5 in 2ra8el and 2ourism, ,econd Edition,
Butterworth$)einemann Ctd., Bxford
=ao, 6ina 7;EEE8 ,ex Tourism in ,outh !sia, -nternational Journal o1 Contem,orary
6os,itality Mana5ement, 5ol. ;;, &ssue 0"<
=ao, ,.=., E.F. Thomas and =.F. (avalgi 7;EE.8, ! ,trategic Marketing !pproach to
*eveloping &ndia%s Tourist 4otential, -ndian Journal o1 Mar9etin5, 5ol. GG, 6o. /
=eimer, F. 7;EE.8 4ackaging *reams' 3anadian Tour Bperators at Hork. 0nnals o1 2ourism
3esear.h/ 5ol. ;/
=ita, 4aulo and Moutinho, Cui2 7;EE08 !llocating a 4romotion Budget, -nternational Journal
o1 Contem,orary 6os,itality Mana5ement/ 5ol. >, 6umber <
=obinson, +en 70..<8 Tourism' &t%s !bout Managing 3ompetitiveness, Too, -nternational
2rade Aorum
=ogers, T. . 7;EEA8 The 4rospects for ,pace Tourism, 2he Journal o1 So.ial/ 7oliti.al/ and
?.onomi. Studies, 5ol. 0<
,elwyn, T. 7;EE<8 4eter 4an in ,outh$East !sia' 5iews from Brochures, &n 2ourism in South-
?ast 0sia, )itchcock M, +ing 5T, 4arnwell M(F 7eds8, =outledge' CondonN pp.
;;/$;</
,hamim, Ehsan 70...8 4ro$4oor Tourism, the -nde,endent/ Bctober, ?
,hamim, Ehsan 70..08 4ro$4oor Tourism, 2he Daily Star, *ecember, ?
,himp, T. !. and *eCo2ier, M. H. 7;EA18 7romotion Mana5ement and Mar9etin5
Communi.ations, *ryden 4ress
,iddiqi, =aquib 70..18 Tourism in Bangladesh$ ! Thrust ,ector with no Thrust, 2he Be;
Bation/ ebruary, >
,iddqui, &mtia2 !hmed 70..?8 The More Mehmandari 7)ospitality8 They get the More They
will ,pend, 4usiness 4an5ladesh/ (uly
,ilver, &. 7;EE<8 Marketing !uthenticity in Third Horld 3ountries, !nnals o1 2ourism
3esear.h, 5ol. 0.
,inclair, M. T. 7;EEA8 Tourism and Economic *evelopment' ! ,urvey, 2he Journal o1
De8elo,ment Studies/ 5ol. <>, 6o. ?
,inclair, M. T. 7;EEA8 Tourism and Economic *evelopment' ! survey, 2he Journal o1
De8elo,ment Studies/ 5ol. <>, 6o. ?
,ingh, +. Bhawani 7;EA/8 ,elling and Marketing in the Travel Trade and )ospitality
&ndustry, 7lanned Sellin5/ 7March$!pril8
;./
,pinelli, Michael ! and 3anavos, Feorge 3 70...8 &nvestigating the relationship between
employee satisfaction and guest satisfaction, Cornell 6otel and 3estaurant
0dministration Quarterly/ 5ol >;, &ssue 1
,turma, M. 7;EEE8' 4ackaging 4olynesia%s &mage, 0nnals o1 2ourism 3esear.h, 5ol. 01
,ung, ). ) 70...8 !n !nalysis of the !dventure Travel Market' rom 3onceptual
*evelopment to Market ,egmentation, 9npublished 4h. *. Thesis, 4urdue
9niversity, 9,!
,ung, ). )., Morrison, !. M. and B%Ceary, (. T 7;EE/8 *efinition of !dventure Travel'
3onceptual ramework for Empirical !pplication from the 4roviders% 4erspective,
0sia 7a.i1i. Journal o1 2ourism 3esear.h, 5ol. 0, 6o. ;
Talukdar, !roop 7;EE/8 +uakata D The 6atural Treasure$trove, Star Wee9end Ma5aCine,
(anuary, 0>
Talukder, !bu ,ayeed 7;EA>8 *evelopment of Tourism in Bangladesh' 6eed for 3onsumer
Motivation, 2he Dha9a Uni8ersity Studies/ 4art D 3, 5ol. ?, 6o. ;
Tierney, 4atrick 70...8 &nternet$Based evaluation of Tourism Heb ,ite Effectiveness'
Methodological &ssues and ,urvey =esults, Journal o1 2ra8el 3esear.h, 5ol. <E, pp.
0;0$0;E
Tooman, C. !lex 7;EE/8 Multipliers and Cife 3ycle' ! 3omparison of Methods for evaluating
Tourism and &ts &mpacts, Journal o1 ?.onomi. -ssues, 5ol. GGG&, 6o. >
TosunN 3evat and (enkins, 3arson C. 7;EEA8 The Evolution of Tourism 4lanning in Third$
Horld 3ountries' ! 3ritique, 4rogress in Tourism and )ospitality =esearch, 5o. ;,
Hagner, 3ynthia F. 70..?8 The 3onscientious Tourist, Auturist/ ,eptember"Bctober, 5ol. <E,
&ssue$ ?
Hilson, *. 7;EE>8 4robably as 3lose as Mou 3an Fet to 4aradise' Tourism and the 3hanging
&mage of ,eychelles, -n 2ourism= 2he State o1 the 0rt, !. ,eaton, ed., pp. /1?D //>.
3hichester 9+' Hiley.
Horld Tourism Brgani2ation 7;EEE8 Dearboo9 o1 2ourism Statisti.s, 5ol. ;, ?;
st
edn, Horld
Tourism Brgani2ation' Madrid
Horld Tourism Brgani2ation 70...8, 2ourism "$"$ <ision/ ?ast 0sia and 7a.i1i., 5ol. <
Mahya, ai2al 70..<8 Tourism lows between &ndia and ,ingapore, 2he -nternational Journal
o1 2ourism 3esear.h/ 5ol. ?, &ssue 1
Seithaml, 5. !., 4arasuraman and Berry C. C. 7;EA?8 as cited in &slam, Mohammed =afiqul
70..?8 0 Conte+t 0nalysis o1 Customer Satis1a.tion in Ser8i.es, 9npublished Master
Thesis, BT), ,weden
Seithaml, 5alarie !. 7;EA;8 )ow 3onsumer Evaluation 4rocess *iffer Between Foods and
,ervices, &n Mar9etin5 o1 Ser8i.es, *onnelly, (ames ). and Hilliam =. Feorge
7eds8, 3hicago' !merican Marketing !ssociation
Seithaml, 5alarie !. and Bitner, Mary (. 70..<8 Ser8i.e Mar9etin5, Third edition, McFraw$
)ill D &rwin
;.A
Shang, M. and Murphy, 4. 70..<8 The !pplication of =egional *evelopment Models in 3hina
and !ustralia for Tourism' ! 3omparative ,tudy, 7a.i1i. 2ourism 3e8ie;E 5ol. 1,
Dnline :eferences
Cen= 70..?8, ood, =oaming !round Bangladesh, available from'http'""community.iexplore.
com"planning"#ournalEntryreeorm.aspP(ournal &*K>E?0;:Entry&*K0>.?A:nKood
7accessed ;E..?..18
HTB 70..?8 96HTB Tourism )ighlights, available from' http'""www.world$tourism.org
"facts"menu.html 7accessed ;A.?..18
HTB 70..?8 96HTB Tourism )ighlights1 available from' http'""www.world$tourism.org"
facts"menu.html 7accessed ;A.?..18
Cen= 70..?8 =oaming !round Bangladesh, available from' http'""community.iexplore.com
"planning" #ournalEntryreeorm.aspP(ournal&*E?0;:Entry&*K0>.?/:nKFettingW!round
7accessed ;?.?..18
BE3* 70..>8 &3T, E$Business and ,MEs, p. <;, available from' http'""www.google.se"searchPhlK
sv:qKuseWofW&3TWandW BusinessWtoWimproveWbusinessWperformance:metaK 7accessed
0/..>.18
Hikipedia$ the free encyclopedia 7undated8, online, available from' http'""en.wikipedia.org"
wiki"=ecreation 7accessed 00..>..18
Cen= 70..?8 =oaming around Bangladesh, available from'
http'""community.iexplore.com"planning"#ournalEntryBverview.aspP
(ournal&*K>E?0;:Entry&*K>E?0;:nKBverview 7accessed ;E..>.0..18
=e2wan 70..18 Building &mage of Bangladesh, 2he 3
rd
World <ie;, available from'
http'""re2wanul.blogspot.com"0..1".>"building$image$of$bangladesh$this$type.html 7accessed
;E..>..18
Cen= 70..?8 =oaming !round Bangladesh, available from' http'""community.iexplore.com
"planning"#ournalEntryBverview.aspP(ournal&*K>E?0;:Entry&*K>E?0;:nKBverview
7accessed ;E..>.0..18
t " Bangladesh 7undated8, available from' http'""www.bangladesh$travel.com"bangladesh.php
7accessed ;?..>..18
Muqbil, &mtia2 70..?8 Hhy Bangladesh ,truggling to Cure Tourists, 2he 3
rd
World <ie;
7posted by =e2wan8, available from' http'""re2wanul.blogspot.com"0..?".1"why$bangladesh$
is$struggling$to$lure.html 7accessed ;?..>..18
HTB 70..?8 Tourism Market Trends, 0..? Edition D !nnex 7compiled data8, available from'
http'""www.world$tourism.org"facts"menu.html 7accessed on' ;>..>..18
igures 0..> &ncredible &ndia, online, available from' http'""www.google.se"searchPhl Ksv:q
oreignWexchangeWearningW fromWtourismW inW&ndia:metaK 7accessed ;0..>..18
;.E
Environment and Bangladesh, 7undated8, available from' http'""www.moef.gov.bd" html" env
Zbangladesh"envZorigin.html, 7accessed on 0A. .< ..18.
Tourism and !dvertising' &t )elps 9s !ll, available from' http'""www.ad$mkt$review. com"
ublicZhtml"docs"fs.EE.html 7accessed 0?..<..18
Tourism in 5irginia 70..0$0..<8 0n ?.onomi. 0nalysis, available from' http'""www.google.
se" searchPhlKsv:qK,pendingWonWadvertisingWinW tourism: meta K 7accessed 0?..<..18
=oaming !round Bangladesh 7undated8 , the editorial note, available from' http'""community.
explore.com"planning"#ournalEntryBverview.aspP
(ournal&*K>E?0;:Entry&*K>E?0;:nKBverview 7accessed ;E..<.0..18
Fa2i, ,hahid, ,undarban $ The Mysterious orest, available from' http'""community.iexplore.
com"planning"#ournal.aspP(ournal&*K?.01E:nK,underbanI0.$I0.TheI0.MysteriousI0.
orest 7accessed ;E..<..18
,hahid, Fa2i 70..>8 Bangladesh D 3ountry of Freen and Hater, available from'http'""
ommunity.explore.com"planning"#ournalEntryreeorm.aspP
(ournal&*K<?1.A:Entry&*K;/0.;:nKB!6FC!*E,)I0*3BMEW!6*W,EE 7accessed
;E..<..18
,undarban Hildlife ,anctuaries, Bangladesh 7undated8 http'""www.google.se"searchPhlKsv:
qK,anctuariesWinWBangladesh:metaK7accessed ;?..<..18
Travels in Bangladesh 7undated8, available from' http'""www.par#atan.org" 7accessed
;0..<..18
Mader, =on, available from' http'""www.planeta.com"ecotravel"tour"definitions.html
7accessed ;;..<..18
Mader, =on, available from' http'""www.planeta.com"ecotravel"tour"definitions.html
7accessed ;;..<..18
6T!! 7undated8, available from' http'""www.ato.gov.au"taxprofessionals"content.aspP
docK"content" <>.;<.htm:pageK;1 7accessed .A..<..18
Metelka, 3harles (. 7;EE.8, The *ictionary of )ospitality, Travel and Tourism, <
rd
Edition,
*elmar, 6ew Mork. 7!dapted from Tourism *evelopment' Hestern !ustralian Tourism
3ommission8, available from' http'""www.google.se"searchPhlKsv:qKtouristWattractionsI
03Wmeaning:metaK 7accessed ./..<..18
3lub &ndustry 7;EE?8, adapted from Overview the Benefits of Parks and
Recreation are Tangible and Measurable, available from:
http'""www.illinoisparksandrecreation.com" overview 7accessed ./..< ..18
Foodwin, *onna 7undated8, The Meaning of ,ocial Experiences in =ecreation ,ettings,
available from' http'""ici.umn.edu"products"impact";10"over<.html 7accessed ./..<..18
;;.
Brown 9niversity 7undated8, *iscover the Benefits of 4arks and =ecreation in &llinois,
Available from: http'""www.illinoisparksandrecreation.com"overview, 7accessed
./..<..18
=!6* 3orporation 7;EE<8, adapted from Bverview the Benefits of 4arks and =ecreation are
Tangible and Measurable, available from' http'""www.illinoisparksandrecreation.com"
overview " 7accessed ./..<..18
,achs and ,egal 7;EE>8, Mind and Body, 6ew Homan, ;EE>, p.?., adapted from Bverview
the Benefits of 4arks and =ecreation are Tangible and Measurable, available from'
http'""www.illinoisparksandrecreation.com"overview" 7accessed ./..<..18
Hikipedia, =ecreation, Caw, and Morality, available from' http'""en.wikipedia.org"wiki"
=ecreation 7accessed ./..<..18
)arris, =obert : )oward, (oy 7;EE18' *ictionary of Travel : Tourism )ospitality Terms,
Melbourne )ospitality 4ress, 7!dapted from Tourism *evelopment' Hestern !ustralian
Tourism 3ommission, available at' http'""www.google.se"searchPhlKsv:qKtouristWattractions
I03Wmeaning:metaK 7./..<..18
Miller, Michael, The leisure theory of value1 available from' http'""www.quackgrass.com"
leisure.html 7accessed ./..<..18N
Hikipedia, available from' http'""en.wikipedia.org"wiki"Ceisure 7accessed ./..<..18
@uinion, Michael 7undated8 Travelling to !ntique Cands, available from' http'""www.
worldwidewords.org"articles"tourism.htm 7accessed .1..<..18
Hikipedia, the free encyclopedia1 available from' http'""en.wikipedia.org"wiki"Tourist,
7accessed .1..<..18
Hikipedia$ the free encyclopedia, available from' http'""en.wikipedia.org"wiki" =ecreation
7accessed .1..<..18
Hikipedia, the free encyclopedia1 available from' en.wikipedia.org"wiki"Travelling 7accesses .1. .<.
.18
@uinion, Michael 7undated8, available from' http'""www.worldwidewords.org"articles"
tourism.htm 7accessed .1..<..18
Hikipedia, the free encyclopedia, available from' http'""en.wikipedia.org"wiki"
Touristattraction 7accessed .?..<..18
rangialli, rancesco 70..?8, available from' http'""www.world$tourism.org"wtd "eng"menu.
html 7accessed .?..<. .18
HTB 70..18 available from' http'""www.hospitalitynet.org"news">.01.<<.searchPquery
worldWtourismWorgani2ation, 7accessed .;..<..18
B43, available from' http'""www.bangladeshtourism.gov.bd"resourceZcenterZwtar EE.>Z.<Z
sh0. php, 7accessed 0/..0..18
;;;
B43, Horld Tourist !rrivals : =eceipts 7;EEE$0..>8, available from' http'""www.
bangladeshtourism.gov.bd"resourceZcenterZwtarEE.>Zsh;.php\;, 7accessed 0A..0..18
B43 70..?8 Horld Tourist !rrivals : =eceipts 7;EEE$0..>8, available from' http'""www.
bangladeshtourism. gov.bd"0..1ZresourceZcenterZforeignZsh<.php 7accessed 0A..0..18
;;0
Inde3
!
!dvertising...................................................................0E
B
Baldha Farden..............................................................>.
Bishwa &stima...............................................................>>
Buddha 4urnima...........................................................>?
3
3hristmas......................................................................>?
*
*irect Marketing..........................................................<;
*ulaha2ra ,afari 4ark...................................................>;
*urga 4u#a....................................................................>?
E
Edi$ul$itre...................................................................>>
Eid$e$Miladunnabi........................................................>>
Eid$ul$!2ha..................................................................>>
)
)imchari 6ational 4ark................................................>.
&
&ndependence *ay........................................................><
+
+aptai 6ational 4ark.....................................................>.
M
Madhabkunda Eco$park................................................>;
Mahasthangarh.............................................................<?
Mainamati.....................................................................<?
Modhupur 6ational 4ark..............................................>.
Muharram.....................................................................>>
6
6ational Botanical Farden............................................>;
6ational Mourning *ay : &nternational Mother
Canguage *ay...............................................................><
6ational 4ark................................................................<E
6ational Soological Farden..........................................>;
4
4aharpur.......................................................................<?
4ahela Baishakh............................................................><
4ersonal selling.............................................................<.
4ublic relations.............................................................<.
=
=abindra and 6a2rul (ayanti.........................................>>
=amna 4ark..................................................................>.
=amsagar 6ational 4ark...............................................>.
,
,ales promotion............................................................<.
,itakunda......................................................................<?
,itakunda Botanical Farden and Eco$park...................>;
,uhrawardy 9ddayan....................................................<E
,undarban.....................................................................<A
T
Temples and Monastery................................................>0
5
5ictory *ay..................................................................>>
;;<
Appendices
Appendix I Questionnaire
?Please take 7) minutes to fill in this
Auestionnaire@
A. A$out the :es-ondent
Bame:
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
RRRRRRR
"esignation6 Position:
RRRRRRRRRRRRRRRRRRRRRRRRR
=ender: Male 4emale
Age : RRRRRRRRRRRRRRRRR
B. A$out the DrganiCation
Bame of the DrganiCation:
RRRRRRRRRRRRRRRRRRRRRRRRRRRR
Lear of .sta$lishment:
RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
D5nershi-: =overnment Private
DtherRRRRRRRRRRRRRR
C. Promotional Activities Undertaken
?4romotional activities like advertising,
sales promotion, publicity, personal
selling etc.8
7. Khat ty-e of -romotional activities is
undertaken $y your organiCation to attract
the touristsS ?Please mention names
according to their -riority@.
7.
+.
2.
*.
8.
'.
2. Khich media ?TI1 :adio Be5s-a-er1
Dnline1 Brochure and others@ do you use for
the -romotional activitiesS ?Please mention
the name according to -riority@
7.
+.
2.
*.
8.
'.
8. Khich method do you follo5 to determine
the -romotional $udgetS
Afforda$le amount method
Percentage of revenue earning
method
Based on the -revious yearJs e3-ense
D$/ective and task method
4i3ed amount method
Dther ?-lease s-ecify the
method@RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
+. Amount s-ent for -romotion is enoughS
?4or Auestions + to (F T(J U strongly agree1
T+J U neutral and T7J U strongly disagree@

*. The -romotional activities undertaken $y
your organiCation is effectiveS

'. "o you think that the -romotional activities
can -lay any role to tourism industryS
(. More -romotional activities are needed to
develo- the tourism industry in Bangladesh
9. Khat measures do your organiCation
undertakes to attract foreign touristsS
?Please mention according to their
im-ortance@
7.
+.
2.
*.
7 2 8 + * '(
7 2 8 +
7 2 8 + * '(
* '(
7 2 8 + * '(
;;>
8.
'.
;. Khat measures do your organiCation
undertakes to attract local touristsS ?Please
mention according to their im-ortance@
7.
+.
2.
*.
8.
'.
7). Kould you -lease mention the 5eaknesses of
the -romotional activities undertaken $y
your organiCationS ? Please mention
strongest one to 5eakest one@
7.
+.
2.
*.
8.
'.
77. Khen is most suita$le season for tourism
and travelling in BangladeshS ?Please s-ecify
the month6duration@
?i@ Most suita$le season
:RRRRRRRRRRRRRRRRRRRRRR?ii@ Suita$le season:
RRRRRRRRRRRRRRRR
72. Khen does your organiCation use
-romotional activitiesS
All around the year "uring the tourism
season
Before the season ?-lease s-ecify the month
or duration@RRRRRRRRRRRRRRRRRRRRRRRRR
DtherRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR
78. Please $riefly -ut for5ard your -ersonal
comment?s@ on the use of -romotional
activities to tourism industry in Bangladesh.

Thank you for your sincere coo-eration.
;;?
Appendix II Comparison on Some Selected Factors among the South Asian Countries
4actors of
com-arison
Bangladesh Bhutan India Iran Maldives Be-al Pakistan Sri <anka
Bfficial 6ame The 4eople%s
=epublic of
Bangladesh
The +ingdom of
Bhutan
The =epublic of
&ndia
The &slamic
=epublic of &ran
The =epublic of
Male%
The +ingdom of
6epal
The &sla$mic =ep$ublic
of 4akistan
The *em ocratic
,ocialist =epublic of
,ri Canka
Cocation ,outhern !sia,
bordering the Bay of
Bengal, between
Burma and &ndia
,outhern !sia,
between 3hina and
&ndia
,outhern !sia,
bordering the
!rabian ,ea and the
Bay of Bengal,
between Burma and
4akistan
Middle East
bordering the Fulf
of Bman, the
4ersian Fulf and the
3aspian ,ea betwn
&raq and 4akistan
,outhern !sia,
,outh$,outhwest of
&ndia
,outhern !sia,
between 3hina
and &ndia
,outhern !sia,
bordering the !rabian
,ea, &ndia on the east
and &ran : !fghanistan
on the west, 3hina in
the north
,outhern !sia,
&sland in the &ndian
Bcean, south of
&ndia
Feographical
coordinates
0>
.
..6, E.
.
..E 0/
.
<.6, E.
.
<.E 0.
.
..6, //
.
..E <0
.
..6, ?<
.
..E <
.
;?6, /<
.
..E 0A
.
..6, A>
.
..E <.
.
..6, /.
.
..E /
.
..6, A;
.
..E
3limate TropicalN mild
winterN humid
summer, humid,
warm rainy
monsoon
Tropical in southern
plains, cool winters
and hot summers in
central valleys.
Tropical monsoon in
south to temperate in
north
Mostly arid or
semiarid, subtropical
along 3aspian coast
Tropical' hot,
humidN and dry
,ummers and
severe winters in
north to
subtropical
summers and
mild winters in
south
Mostly hot, dry desert,
temperate in northwest.
Tropical monsoon,
northeast monsoon
7*ec$ March8 and
southeast monsoon
7(un$ Bct8
!rea 7in km
0
8 ;>>,... >/,?... <,0A/,?E. ;,1>A,;E? <.. ;>/,;A; AA.,0?> 1?,1;.
Mear of
&ndependence
;E/; ;E>E ;E>/ 6"! ;E1? ;/1A ;E>/ ;E>A
3apital 3ity *haka
0<
.
>0% 6 E.
.
00% E
Thimpu
0A
.
0A% 6 AE
.
<?% E
6ew *elhi
0A
.
<>% 6 //
.
;0% E
Tehran
<?
.
>.% 6 ?;
.
0?% E
Male%
>
.
;.% 6 /<
.
<.% E
+athmandu
0/
.
>0% 6 A?
.
;E% E
&slamabad
<<
.
>.% 6 /<
.
;.% E
,ri (ayewardenepura
1
.
?>%6 /E
.
?>% E
6ationality Bangladeshi Bhutanese &ndian &ranian Maldivian 6epalese 4akistani ,ri Cankan
Bfficial Canguage Bangla *2ongkhaand
English
)indi, English and
0; other Canguages
4ersian *hivehi 6epali 9rdu and English ,ihala and Tamil
Total 4opulation 7in
million8
;>>.<0 70..? est8 0.0<
70..? est8
;,;E0.0<
70..1 est8
1A.>/
70..? est8
..<?
70..? est8
0/.1A
70..? est8
;1<.EE
70..1 est8
0...1
70..? est8
*ensity ;,..0"km
0
>?"km
0
<0E"km
0
>;"km
0
;,;/;"km
0
;E1"km
0
;A1"km
0
<.?"km
0
4osition in terms of
4opulation
/th ;<Eth 0nd ;Ath ;11th >.th 1th ?<rd
4opulation Frowth
=ate
0..EI 0.;I ;.<AI ..A1I 0.A0I 0.;/ I 0..EI ../AI
,ex =atio ;..?m"f ;..?m"f ;..?m"f ;..?m"f ;..?m"f ;..?m"f ;..?m"f ;..?m"f
Main =eligion Muslim 7A<I8 Camaistic Buddist )indu 7A..?I8 Muslim 7EEI8 Muslim )indu 7A..1I8 Muslim 7E/I8 Buddhist 71E.;I8
7/?I8
Citeracy =ate ><.;I 70..< est8 >/I 70..< est8 ?E.?I 70..< est8 /E.>I 70..< est8 E/.0I 70..< est8 >?.0I 70..< est8 >A./I 70..< est E0.0.;/ billion
70..? est8
J <A?.0 billion 70..?
est8
J A1./0 billion 70..?
est8
F*4$ real growth
rate
?.>I 70..? est8 ?. est8 0... 70..? est8 JA..1? 70..? est8 J <,E.. 70..0 est8 J ;,?.. 70..? est8 J 0<AA 70..? est8 J >,<.. 70..? est8
)*& 70..< est8 ..?0. 7;<E
th
8 $
medium
..?<1 7;<>
th
8 $
medium
..1.0 7;0/th8 $
medium
../<1 7EE
th
8 $
medium
../>? 7E1
th
8 $
medium
.. ?01 7;<1
th
8 $
medium
..?0/ 7;<?
th
8 $ medium ../?; 7E<rd8 $
medium
3urrency Taka 7B*T8 6gultrum 7BT68 =upee 7&6=8 =ial 7&==8 =ufiyaa 7M5=8 =upee 764=8 =upee 74+=8 =upee 7C+=8
Exchange rate
7 ;9,J K8
B*T 1>.<0
70..? est8
BT6 >>.;. 70..?
est8
&6= >>.;.
70..? est8
&== A.1; 70..> est8 M5= ;0.A
70..> est8
64= /;.</ 70..?
est8
?E.?0 70..? est8 C+= ;...?.
70..? est8
&nflation =ate 1./ I 70..? est8 .1I 70..? est8 ;?.?I 70..> est8 ;I 70..0 est8 /.AI 70..? est8 E.0I 70..? est8 ;;.0I
6o. of !irports ;1 0 <<> <.? ? >A ;<> ;1
Main 4orts and
Terminals
3hittagong and
Mongla
$ 3hennai, )aldia,
+olkata, Mumbai,
6ew Mangalore
!ssaluyeh, Bushehr Male% 6! +arachi, 4ort
Muhammad Bin
@uasim
3olombo, Falle
Time Sone B*T 79T3W18 BTT 79T3W18 &,T 79T3W?'<.8 79T3W<'<.8 79T3W?8 64T 79T3
W?'>?8
4,T 79T3W?8 79T3W18
3alling 3ode WAA. WE/? WE; WEA WE1. WE// WE0 WE>
,ource' 3ompiled from the Horld actbook, available from' http'""www.cia.gov"cia"publications"factbook" 7accessed ;;..>..18N and Hikipedia, the free encyclopedia, available from'
http'""en.wikipedia.org"wiki"MainZ4age 7aacessed;;..>..18
Appendix III Details of Air fare
Air 4are from U# to Some Selected "estinations
rom To 6ame of the
!irlines
*eparture
*ate
*ecember
;., W$ / days
=eturn
*ate
*ecember
;? W$ /
days
4rice
7Economy
3lass8
9+
7)eathrow8
*haka, Bangladesh British !irways *ec E *ec ;A J;0;0./. or
]1><.1.
9+
7)eathrow8
Bombay, &ndia British !irways *ec ;. *ec 0. J;..A or
]?<?.0.
9+
7)eathrow8
+olkata, &ndia British !irways *ec E *ec 0. J;.??.>. or
]?1..0.
9+
7)eathrow8
&slamabad, 4akistan British !irways *ec .E *ec ;E J;;.;.0. or
]?A>.?.
9+
7)eathrow8
Tehran, &ran British !irways *ec ;. *ec 0. JE<..AA or
]>E>.;.
9+
7)eathrow8
Bhutan ^ ^ ^ ^
Manchester,
9+
Male, Maldives 3harter light *ec ;. *ec ;A JJ;.<<.?0
9+
7)eathrow8
6epal @atar !irways *ec ;. *ec 0. J;00?.<< or
]1?..<E
Manchester,
9+
,ri Canka 3harter light *ec .1 *ec 0. J;0>;.1A or
]1?E...
^. light is not available
http'""www.charterflights.co.uk"flights"maldives"male" 7accessed /..?..18
http'""www.britishairways.com"travel"fx"public"enZgb 7accessed 0?..>..18
6ote' 3urrency was converted in ;; May, 0..1
Air 4are from !eathro51 U# to Some Selected "estinations
rom To 6ame of the
!irways
*eparture
*ate
*ecember
;., W$ / days
=eturn *ate
*ecember ;?
W$ / days
4rice
7Economy
3lass8
9+
7)eathrow
8
*haka, Bangladesh Etihad !irways *ec ;. *ec 0. JE?;.// or ]
?.?
Mumbai
7Bombay8, &ndia
,wiss !irways *ec ;. *ec 0. J/>>.<; or
]<E?
+olkata, &ndia Emirates !irways *ec;. *ec 0. J;.??.<? or ]
?1.
&slamabad,
4akistan
Etihad !irways *ec .E *ec ;E JA0E.01 or ]
>>.
Tehran, &ran Turkish !irways *ec ;. *ec 0. J1.<.;. or ]
<0.
Bhutan 7Bhu#,
&ndia8
BM& *ec ;. *ec ;/ J;;.0.?A or
]?A?
Male, Maldives Martinair !irways *ec ;. *ec 0. JE?;.A. or ]
?.?
+athmandu, 6epal !ustralian !irlines *ec ;. *ec 0. J ;;;E.?> or
]?E>
3olombo, ,ri
Canka
Etihad !irways *ec ;. *ec 0. J E>>.;; or
]?.;
^ are is not available online
http'""www.dialaflight.com"flightsearch.aspPsourceKmiva 7accessed 1.?..18
http'""www.uknetguide.co.uk"Travel"lightZ,earch" 7accessed .>..?..18
6ote' 3urrency was converted as on ;.
th
May, 0..1
Calculation of Average Cost of Air Ticket ?T5o 5ays@ from !eathro51 U# to Some Selected
"estinations
4rom To Amount Average ? 7
-erson@
T5o -ersons
)eathrow, 9+
*haka, Bangladesh J 7;0;0./.WE?;.// 8"0 J;.A0.0> J0;1>.?.
Bhutan 7Bhu#, &ndia8 J 7^ W;;.0.?A8"0 J ;;.0.?A J00.?.;1
Bombay, &ndia J 7;..AW/>>.<;8"0 JA/1.;1 J;/?0.<0
+olkata, &ndia J 7;.??.>.W;.??.<?8"0 J;.??.<A J0;;../1
Tehran, &ran J 7E<A.AAW1.<.;. 8"0 J//;... J;?>0...
&slamabad, 4akistan J 7;;.;.0.WA0E.01 8"0 J E1?.0< J;E<..>1
Maldives J 7;.<<.?0W E?;.A.8"0 JEE0.11 J;EA?.<0
+athmandu, 6epal J 7;00?.<<W;;;E.?> 8"0 J;;/0.>> J0<>>.AA
3olombo, ,ri Canka J 7;0>;.1AWE>>.;;8"0 J;.E0.E. J0;A?.A.
^. lights not available
Air 4are from Stockholm to Some Selected "estinations
rom To 6ame of the
!irlines
*eparture *ate
*ecember ;.,
W$ / days
=eturn *ate
*ecember ;?
W$ / days
4rice
7Economy
3lass8 ;
!dult
4rice
7Economy
3lass8 0 !dults
,tockholm,
,weden
*haka,
Bangladesh^
British !irways *ec E *ec ;A J;<;<.E> or
]1E/.<;
J 010/.E0
Mumbai
7Bombay8, &ndia^
British !irways *ec ;. *ec 0. J;;><.<A or
]1.1.A;
J00A1./1
+olkata, &ndia^ British !irways *ec ;; *ec 0. J;0.1.0/ or
]1>..00
J0>;0.?>
&slamabad,
4akistan^
British !irways *ec ;; *ec ;E J;.A1.E1 or
]?/1.E
J0;/<.E0
Tehran, &ran^ British !irways *ec ;. *ec 0. JE<..1< or
]>E<.E.
J;A1;.01
Bhutan^ !ir rance 7BB&,
&ndia8
*ec ;. *ec 0. J;0><.1/ or
E.1. ,E+
J0>A/.<>
Maldives^^ Malaysian
!irlines
*ec ;. *ec 0. J;A?E.0. or
;<?>< ,E+
J</;A.>.
6epal^^ Thai !irways *ec ;. *ec 0. J;AE1.A0 or
;<,A;/ ,E+
J </E<.1>
,ri Canka^^ +CM =oyal
*utch !irlines
and Martinair
*ec ;> *ec 0; J;0/1.>; or
E0E/ ,E+
J0??0.A0
^. http'""www.britishairways.com"travel"fx"public"enZgb 7accessed 0?..>..18
^^. http'""www.saveflights.com"timetable"index.html 7accessed ./..?.18
th
May, 0..1
Air 4are from Be5 Lork1 USA to Some Selected "estinations
rom To 6ame of the *eparture =eturn *ate 4rice 4rice
!irlines *ate
*ecember ;.,
W$ / days
*ecember ;?
W$ / days
7Economy
3lass8 for ;
!dult
7Economy
3lass8 for 0
!dults
6ew
Mork,
9,!
*haka, Bangladesh^ British !irways *ec E *ec 0; J;1.? or
]A?0.?A
J<0;.
Mumbai 7Bombay8, &ndia^ British
!irways
*ec ;. *ec 0. J;<>E.0.
Br ]/;1.1E
J01EA.>.
+olkata, &ndia^ British
!irways
*ec ;; *ec 0. J;/</.E;
or ]E0<.;/
J<>/?.A0
&slamabad, 4akistan^ British !irways *ec ;; *ec ;E J;>;1.//
or ]/?0.?A
J0A<<.?>
Tehran, &ran^ British !irways 6ov ;? *ec .? J;<1E.?<
or ]/0/.>E
J0/<E..1
Bhutan^^ &ndian !irlines *ec ;. *ec 0. J;E;. or
];.0>
J <A0.
Maldives^^^ Emirates
!irlines
*ecember ;. *ecember 0. J;A?< or
]EE<.0?
J</.1
6epal^^^ +CM *ecember ;. *ecember 0. J;?>. or
]A0?.>?
J<.A.
,ri Canka^^^ Emirates
!irlines
*ecember ;. *ecember 0. J;<;; or
]/.0./.
J0100
^. http'""www.britishairways.com"travel"fx"public"enZgb 7accessed 0?..>..18
^^. http'""www.cheapflights.com"book$flights$online.htmlPfromK(ohnWW+ennedy:toKBhubaneswar 7accessed .A..?..18
^^^. http'""www.cheapflights.com"PsourceKcfukZmanual 7accessed .A..?..18
th
May, 0..1
Air 4are from Brussels1 Belgium to Some Selected "estinations
rom To 6ame of the !irways *eparture
*ate
*ecember
;., W$ > days
=eturn *ate
*ecember ;?
W$ > days
4rice
7Economy
3lass8 for ;
adult
4rice
7Economy
3lass8 for 0
adults
Brussels
7B=98
*haka, Bangladesh Cufthansa and Fulf !ir
!irways
*ec ;> *ec 0; J ;A?. J </..
Mumbai
7Bombay8, &ndia
Cufthansa !irways *ec ;> *ec 0; J ;AE. J </A.
+olkata, &ndia !ir &ndia *ec ;> *ec 0; J ;0/; J 0?>0
&slamabad,
4akistan
Emirates *ec ;> *ec 0; J ;A/A J </?1
Tehran, &ran ^ ^ ^ ^ ^
Bhutan ^ ^ ^ ^ ^
Maldives Emirates *ec ;; *ec ;A J ;E<. J <A1.
6epal Cufthansa !irways *ec ;> *ec 0; J 0<>1 J >1E0
,ri Canka ,riCankan !irlines *ec ;; *ec ;A J ;E0A J <A?1
^. light not available to this destination
http'""www.expedia.com"pub"agent.dllPqrytK;:tovrK$;0E>/0/0E>:ps<uK 7accessed ./..?..18
Air 4are from 4rankfurt1 =ermany to Some Selected "estinations
rom To 6ame of the light *eparture =eturn 4rice 4rice
*ate
*ecember ;.,
W$ / days
*ate
*ecember
;? W$ /
days
7Economy
3lass8 for
; adult
7Economy
3lass8 for
0 adults
rankfurt,
Fermany
*haka,
Bangladesh
Emirates *ec ;. *ec 0. J;/;< J<>01
Mumbai
7Bombay8, &ndia
+olkata, &ndia
Cufthansa
Cufthansa
*ec ;.
*ec ;.
*ec 0.
*ec 0.
J E;<
J ;?>;
J ;A01
J <.A0
+arachi, 4akistan Cufthansa *ec ;; *ec ;E J 0A01 J ?1?0
Tehran, &ran $ 6ov ;? *ec .? $ $
Bhutan $ $ $ $ $
Male, Maldives !ustrian !irlines *ec ;. *ec 0. J 0>1A J >E<1
+athmandu, 6epal Fulf !ir *ec ;. *ec 0. J >0>> J A>AA
3olombo, ,ri
Canka
Cufthansa *ec ;. *ec 0. J ;/<1 J <>/0
^ light not available to this destination
http'""www.expedia.com"daily"home"default.aspPrfrrK$;.1? 7accessed ./..?..18
$. lights are not available
Appendix I Details of Accommodation Cost
:ates are -er :oom -er Bight
Bangladesh
Bame of the !otel :ank of the
!otel
:oom "escri-tion :ent Per
Bight
:ent A--lica$le
,heraton )otel, *haka
;
^ ^ ^ ^ ^ *eluxe ; !dult
*eluxe 0 !dults
9,J ;1.
9,J ;1.
Bctober .;, 0..? $
*ecember <., 0..1
Bctober .;, 0..? $
*ecember <., 0..1
4an 4acific ,onargaon, *haka
;
^ ^ ^ ^ ^ *eluxe ; !dult
*eluxe 0 !dults
9,J ;//
9,J ;//
=adisson Hater Farden )otel,
*haka
0
^ ^ ^ ^ ^ @ueen Bed *eluxe
Twin Bed *eluxe
9,J ;E?
9,J ;E?
6!
)otel ,wiss 4ark , *haka
;
^ ^ ^ ^ *eluxe ; !dult
*eluxe 0 !dults
9,J E.
9,J ;..
Bctober .;, 0..> $
*ecember <., 0..1
Cake ,hore )otel : !partment,
*haka
<
^ ^ ^ ^ *eluxe ; !dult
*eluxe 0 !dults
9,J ;.?
9,J ;.?
Bct. .; 0..? D *ec.
<. 0..1
)otel !grabad
>
^ ^ ^ ^ Executive =oom
=oyal Twin =oom
9,J ;>/
9,J 0;.
6!
Best Hestern Ca 5inci )otel,
*haka
;
^ ^ ^ *eluxe ; !dult
*eluxe 0 !dults
9,J ;.?
9,J ;.?
Bctober .;, 0..? $
*ecember <., 0..1
Bctober .;, 0..? $
*ecember <., 0..1
Bct. .;, 0..? D *ec.
<., 0..1
6!
Bctober .;, 0..? $
*ecember <., 0..1
)otel Cake 3astle, *haka
;
^ ^ ^ *eluxe ; !dult
*eluxe 0 !dults
9,J ;.?
9,J ;.?
)otel ,weet *ream, *haka
?
^ ^ ^ @ueen Bed
*eluxe Twin Bed
9,J A?
9,J E?
)otel 4urbani &nternational
1
^ ^ ^ ,tandard =oom
*eluxe $ *ouble
9,J /.
9,J ;..
)otel ,weet *ream, *haka
;
^ ^ ^ ,uperior @ueen Bed
*eluxe Twin Bed
9,J A?
9,J E?
;. http'""www.southtravels.com"asia"bangladesh"index.html 7accessed 0...>..18
0. http'""www.tripadvisor.com",how9ser=eviews$g0E<E<1$d1.<<;<$r>/00;<A$=adissonZHaterZFardenZ)otelZ*haka$
*haka.html 7accessed 0...>..18
<. http'""www.southtravels.com"asia"bangladesh"lakeshore"index.html 7accessed 0...>..18
>. http'""hotelbangladesh.epb.gov.bd"hotelsI0.page"hotelZagrabad.html 7accessed 0...>..18
?. http'""www.southtravels.com"asia"bangladesh"sweetdreamdhaka"index.html 7accessed 0...>..18
1. http'""hotelbangladesh.epb.gov.bd"hotelsI0.page"purbani.htm 7accessed 0...>..18
India
!otel
Bight
:ent A--lica$le
The Ta# Mahal 4alace : Tower,
Mumbai
;
^ ^ ^ ^ ^ *eluxe 3ity acing ,ingle
*eluxe 3ity acing *ouble
9,J 0/.
9,J 0A1
(anuary .;1 2))' ,
A-ril 7*1 2))'
(anuary .;, 0..1 $
!pril ;?, 0..1
Bberoi =a# 5ilas, (aipur
;
^ ^ ^ ^ ^ *eluxe =oom ; !dult
*eluxe =oom 0 !dults
9,J ?<1
9,J ?<1
=amada )otel 4alm Frove,
Mumbai
;
^ ^ ^ ^ ^ ,tandard ,ingle =oom
,tandard *ouble =oom
9,J ;?<
9,J ;/.
Bctober .;, 0..? $
March <;, 0..1
3idade *e Foa
;
^ ^ ^ ^ ^ *eluxe =oom ; !dult
9,J 0<0
9,J 0<0
(anuary .1, 0..1 $
March <;, 0..1
)otel )oliday &nn ,urat
;
^ ^ ^ ^ ^ *eluxe ,uite ; !dult
*eluxe ,uite 0 !dults
9,J 0.?
9,J 00E
(anuary .;, 0..1 $
March <;, 0..1
)otel =it2, Mumbai
;
^ ^ ^ ^ ,tandard =oom ; !dult
,tandard =oom 0 !dults
9,J E.
9,J EE
Bctober .;1 2))* ,
March 871 2))'
)otel (aipur !shok, (aipur
;
^ ^ ^ ^ ,tandard =oom ; !dult
,tandard =oom 0 !dults
9,J ?0
9,J ?0
(anuary .;, 0..1 $
March <;, 0..1
3ama 4ark 4la2a, !hmedabad
;
^ ^ ^ ^ *eluxe ,ingle =oom
*eluxe *ouble =oom
9,J ;0?
9,J ;>.
Bctober .;, 0..? $
March <;, 0..1
=amee Fuestline, Mumbai
;
^ ^ ^ ^ ,uperior =oom D ; !dult
,uperior =oom D ; !dult
9,J ;;0
9,J ;0>
Dct. )7 2))* , March
87 2))'
The Brchid )otel, Mumbai
;
^ ^ ^ ^ *eluxe =oom ; !dult
9,J ;1A
9,J ;1A
Bctober .;, 0..? $
March <;, 0..1
Mansingh 4alace, !gra
0
^ ^ ^ ,ingle
*ouble
9,J EA
9,J EA
*ecember 0..1
4ublas &nternational )otel, 6ew
*elhi
<
^ ^ ^ ,ingle
*ouble
9,J /1
9,J /1
*ecember 0..1
3omfort &nn )erutage, Mumbai
>
^ ^ ^ ,ingle
*ouble
9,J ;0.
9,J ;<1
*ecember 0..1
Hhite )ouse )otel, 6ew *elhi
?
^ ^ ^ ,ingle
*ouble
9,J E0
9,J ;;>
*ecember 0..1
4radeep )otel 5aranasi, 5aranasi
1
^ ^ ^ ,ingle
*ouble
9,J 1A
9,J /1
*ecember 0..1
;. http'""www.southtravels.com"asia"india"index.html 7accessed 0...>..18
0. http'""www.asiahotels.com"hotelinfo"MansinghZ4alace" 7accessed 00..>..18
<. http'""www.asiahotels.com"hotelinfo"4ablasZ&nternationalZ)otel"7 accessed 00..>..18
>. http'""www.asiahotels.com"hotelinfo")eritageZ)otelZMumbai" 7accessed 00..>..18
?. http'""www.asiahotels.com"hotelinfo"H)&TEZ)B9,EZ)BTECZ6EHZ*EC)&"7 accessed 00..>..18
1. http'""www.asiahotels.com"hotelinfo"4radeepZ)otelZ5aranasi"7 accessed 00..>..18
Iran
!otel
Bight
:ent A--lica$le
!2adi Frand )otel, Tehran
;
^ ^ ^ ^ ^ ,tandard =oom $ ; adult
,tandard =oom $ 0 adults
9,J ;;.
9,J ;>E
until March ;?,
0../
until March ;?,
0../
Caleh &nternational, Tehran
;
9,J ;<?
9,J ;?/
!bbasi )otel, &sfahan
;
9,J EE
9,J ;>0
Till March 1, !""#
Esteghlal Frand )otel, Tehran
;
9,J ;;.
9,J ;>E
until March ;?,
0../
+owsar )otel, &sfahan
;
9,J A<
9,J EA
until March ;?,
0../
,imorgh )otel, Tehran
;
^ ^ ^ ^ ,tandard =oom $ ; adult
9,J ;0/
9,J ;</
until March ;?,
0../
Evin )otel, Tehran
;
9,J ;;0
9,J ;<?
until March ;?,
0../
Tehran Frand )otel, Tehran
;
9,J A;
9,J E1
until March ;?,
0..1
Enghelab )otel, Tehran
0
^ ^ ^ ^ ,ingle
*ouble
9,J A.
9,J ;.?
6!
+owsar )otel, Tehran
0
^ ^ ^^ ,ingle
*ouble
9,J /.
9,J A1
6!
&ranshahr )otel, Tehran
;
^ ^ ^ ,tandard =oom $ ; adult
9,J >A
9,J 1A
until March ;?,
0../
!lbor2 )otel, Tehran
0
^ ^ ^ ,ingle
*ouble
9,J ?.
9,J /?
BA
)ovai2eb )otel, Tehran
0
^ ^ ^ ,ingle
*ouble
9,J 1?
9,J AA
BA
Melal )otel !partment, Tehran
0
^ ^ ^ ,ingle
*ouble
9,J ;A?
9,J 0>.
BA
=udaki )otel, Tehran
0
^ ^ ^ ,ingle
*ouble
9,J ?.
9,J 1?
BA
;. http'""www.southtravels.com"middleeast"iran"index.html 7accessed 0...18
0. http'""www.irantravelingcenter.com"iranZhotel.htm 7accessed 0...18
Maldives
Bame of the !otel :ank of
the !otel
Bight
:ent A--lica$le
Bandos &sland =esort, 6orth Male
!toll^
^ ^ ^ ^ ^ ,tandard =oom $ ; adult ,tandard
=oom $ 0 adults
9,J ;/>
9,J ;AE
,ep. ;, 0..1 till Bct.
<;, 0..1
(anuary .E 0..1 $
!pril <. 0..1
5elavaru &sland =esort, *haalu
!toll^
^ ^ ^ ^ ^ *eluxe Beach Bungalow $; adult
*eluxe Beach Bungalow$; adults
9,J 0/>
9,J <.>
4aradise &sland =esort, 6orth Male
!toll^
^ ^ ^ ^ ^ ,uper *eluxe =oom $ ; adult
,uper *eluxe =oom $ ; adult
9,J 01?
9,J 0/?
,eptember .;, .1 $
Bctober <;, .1
Bne : Bnly +anuhura =esort,
Chaviyani, !tool^
^ ^ ^ ^ ^ *eluxe 5ila $ ; adult
*eluxe 5ila $ 0 adults
9,J 1.?
9,J 1;/
(uly 0>, .1 $
*ecember;E, .1
+urumba 5illage =esort, 6orth
Male !toll^
^ ^ ^ ^ ^ *eluxe =oom $ ; adult
*eluxe =oom $ 0 adults
9,J 0/1
9,J 0A1
,ep. ;, 0..1 until
Bct. <;, 0..1
!ngaga &sland =esort, ,outh !ri
!toll^
^ ^ ^ ^ ,uperior =oom $ ; adult ,uperior
=oom $ 0 adults
9,J 0.1
9,J 0?>
!pril .; 0..1 $
!pril <. 0..1
Bathala &sland =esort, 6orth !ri
!toll^
9,J 0?0
9,J 0EA
March ?1 2))' ,
A-ril 8)1 2))'
Embudu 5illage =esort, ,outh
Male !toll^
^ ^ ^ ^ ,uperior =oom 7!"38$ ; adult
,uperior =oom 7!"38$ 0 adults
9,J ;>;
9,J ;A/
!pril ;11 2))' ,
A-ril 8) 12))'
Biyadhoo &sland =esort, ,outh
Male !toll^
^ ^ ^ ^ Beach ront =oom $ ; adult
Beach ront =oom $ 0 adults
9,J ;E;
9,J 0.;
Bct. ;, 0..1 till Bct.
<;, 0..1
Ellaidhoo Tourist =esort, 6orth !ri
!toll^
^ ^ ^ ^ ,uperior =oom $ ; adult ,uperior
=oom $ 0 adults
9,J ;<.
9,J ;/<
Bct. ;, 0..1 till Bct.
<;, 0..1
)alaveli )oliday 5illage =esort,
6orth !ri !toll
^ ^ ^ Beach Bungalow D ; !dult
Beach Bungalow D 0 !dults
9,J ;1/
9,J ;AA
eb ;, 0..? $ !pril
<. 0..1
+ai Codge )otel, 6orth Male !toll ^ ^ ^ ,tandard =oom $ ; adult
9,J ??
9,J ??
eb. ;, 0..1 $ !pril
<. 0..1
!balone Tourist &nn =esort, 6orth
Male !toll
9,J A<
9,J ;.?
Hinter 0..? $ 0..1
,ummer &sland 5illage, 6orth
Male !toll
^ ^ ^ !ir 3onditioned =oom $ ; adult
!ir 3onditioned =oom $ 0 adults
9,J ;EE
9,J 0;?
!pril ;;, 0..1 $
!pril <., 0..1
Firavaru &sland =esort, 6orth Male
!toll
^ ^ ^ ,tandard *eluxe =oom $ ; !dult
,tandard *eluxe =oom $ 0 !dults
9,J ;?A
9,J ;A>
(anuary ;;, 0..1 $
!pril <., 0..1
^. http'""www.southtravels.com"asia"maldives"index.html 7accessed 0...>..18
Be-al
the !otel
Bight
:ent A--lica$le
The ulbari =esort : ,pa 6epal
;
^ ^ ^ ^ ^ *eluxe =oom $ ,ingle
*eluxe =oom $ *ouble
9,J A/
9,J EA
5alid till <.th
,eptember1 2))'
*watika )otel +athmandu, 6epal
;
^ ^ ^ ^ ^ *eluxe =oom$ ,ingle
*eluxe =oom$ ,ingle
9,J 0.;
9,J 0;E
$anuar% 1 & '"
A(ril ) Oct* 1 &
'1 !""+
3lub )imalaya =esort, 6epal
;
^ ^ ^ ^ ^ ,tandard =oom $ ,ingle
,tandard =oom $ *ouble
9,J 1E
9,J A?
6!
,oaltee 3rown 4la2a, +athmundu
0
9,J 0..
9,J 0;.
6!
The Everest )otel, +athmandu
0
9,J 0..
9,J 0;.
6!
)otel 5aishali, 6epal
;
^ ^ ^ ^ ,ingle =oom 9,J ?; (uly .;, 0..? $ <.
*ouble =oom 9,J 1; ,ep 0..1
ish Tail Codge, 6epal
;
^ ^ ^ ^ ,tandard =oom D ; !dult
,tandard =oom $ 0 !dults
9,J A.
9,J A?
(uly .;, 0..? $ <.
,ep 0..1
4ark 5illage )otel, 6epal
;
^ ^ ^ ^ ,tandard =oom $ ,ingle
,tandard =oom $*ouble
9,J ?;
9,J ?1
6!
The Malla )otel
0
^ ^ ^ ^ *eluxe =oom $ ,ingle
9,J ;?.
9,J ;A0
6!
)otel Hoodlands
0
^ ^ ^ ^ ,ingle =oom
*ouble =oom
9,J ;.?
9,J ;;?
6!
Marshyangdi )otel 6epal
;
9,J >?
9,J ?0
(uly .;, 0..? $ <.
,ep 0..1
Buddha Maya Farden )otel,
6epal
;
^ ^ ^ ,tandard =oom $ ,ingle
,tandard =oom $*ouble
9,J ?;
9,J ?1
6!
)otel )arati
0
^ ^ ^ *eluxe =oom $ ,ingle
9,J 1.
9,J A.
6!
)otel Fang#ong
0
^ ^ ^ *eluxe =oom $ ,ingle
9,J A.
9,J E.
6!
6ivana Farden )otel, 6epal
<
^ ^ ^ ,ingle =oom
*oule =oom
9,J <>
9,J <A
6!
&sland (ungle =esort, 6epal
>
^ ^ ,tandard =oom D ; !dult
9,J A.
9,J ;>.
(uly .;, 0..? $ <.
,ept 0..1
;. http'""www.southtravels.com"asia"nepal"index.html 7accessed 0;..>..18
0. http'""www.hotelnepal.com"7accessed 0;..>..18
<. http'""www.southtravels.com"asia"nepal"nirvanagardenkathmandu"index.html 7accessed 0;..>..18
>. http'""www.southtravels.com"asia"nepal"island#ungleresort"index.html 7accessed 0;..>..18
Pakistan
the !otel
Bight
:ent A--lica$le
,erena )otel &slamabad
;
^ ^ ^ ^ ^ *eluxe =oom$ ,ingle
*eluxe =oom$ *ouble
9,J 0<.
9,J 0<.
till *ecember <;,
0..1
till *ecember <.
0..1.
Marriott )otel, &slamabad
;
^ ^ ^ ^ ^ Executive =oom $ ,ingle
Executive =oom $ *ouble
9,J 0E<
9,J 0E<
!vari )otel, Chore
;
^ ^ ^ ^ ^ *eluxe =oom$ ; !dult
*eluxe =oom$ 0 !dults
9,J 0..
9,J 0?0
,ept. .;, 0..? D
*ec. <;, 0..1
4earl 3ontinental )otel, Bhurban
Murree
;
^ ^ ^ ^ ^ *eluxe =oom$ ; !dult
*eluxe =oom$ 0 !dults
9,J ;/?
9,J ;/?
(une .;, 0..? $
March <., 0..1
,heraton +arachi )otel : Tower
;
^ ^ ^ ^ ^ 3lassic$ ; adult
3lassic$ 0 adults
9,J 00?
9,J 0?1
till *ecember <;
0..1.
)oliday &nn, &slamabad
;
9,J A/
9,J ;./
till *ecember <.,
0..1
,halimar )otel, =awalpindi
;
^ ^ ^ ^ ,tandard =oom $ ,ingle
,tandard =oom $ *ouble
9,J /?
9,J E.
*ec. 0;, 0..? to
*ec. <;, 0..1
,unfort )otel Cahore
;
9,J ;;0
9,J ;0?
*ec. 0. 0..? D *ec.
<;, 0..1
=egent 4la2a )otel : 3ovention
3entre, +arachi
;
9,J ;0?
9,J ;>?
Bct. 0E 0..? D *ec.
<;, 0..1
,hangrila =esort )otel, Murree
;
9,J /0
9,J /A
Bct. 00, 0..? D *ec.
<;, 0..1
4ak 4alace )otel, &slamabad
;
^ ^ ^ ,tandard =oom D ; !dult
9,J /?
9,J A?
till *ecember <;,
0..1
)otel 3rowne 4laa2a, Cahore
;
9,J A?
9,J E1
Bct. 00, 0..? D *ec.
<;, 0..1
&ndus )otel, )yderabad
;
9,J <A
9,J 1.
till *ecember <.
0..1.
)otel ta# 4alace, ,ialkot
;
9,J >;
9,J ?.
till *ecember <.,
0..1.
*ays &nn )otel, +arachi
;
9,J /.
9,J A<
till *ecember <.,
0..1
,ource ' http'""www.southtravels.com"asia"pakistan"index.html 7accessed 0;..>..18
Sri <anka
the !otel
Bight
:ent A--lica$le
Falandi )otel, 3olombo ^ ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J /A
9,J A.
6ov. .;, 0..? $
!pril <., 0..1
6ov. .;, 0..? D
*ec. <., 0..1
Ta# ,amudra )otel ^ ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J 1?
9,J A.
Eden =esort and ,pa Beruwela ^ ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J ;..
9,J ;0.
(an ;;, 0..1 $ eb
0A 0..1
Cighthouse )otel ^ ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J 0?>
9,J 0?>
,ept. .;, 0..? D
Bct. <;, 0..?
)otel The Blue Hater, Hadduwa ^ ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J ;/?
9,J ;A?
March ;1, 0..1 $
!pril <., 0..1
=iverina )otel, Beruwela ^ ^ ^ ^ ,uperior =oom $ ; adult ,uperior
=oom $ 0 adults
9,J 1?
9,J /?
&nduruwa Beach )otel ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J <.
9,J >0
Bct. .;, 0..> D Bct.
<; 0..1
)otel brown Beach, 6egombo ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J ?/
9,J 10
6ov. .;, 0..? $
!pril <., 0..1
Mount Civinia )otel ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J A.
9,J A?
eb 00, 0..1 $ Mar
<;, 0..1
)otel 3lub 4alm Bay Marawila ^ ^ ^ ^ ,tandard =oom $ ; adult
9,J ;>>
9,J ;?1
(an 0;, 0..? $ Mar
<; 0..?)otel The
=eef
Cihiniya ,urf )otel, Bentota ^ ^ ^ ,ingle ,tandard =oom
*ouble ,tandard =oom
9,J 1/
9,J /<
(uly .;, 0..> $
Bctober <;, 0..>
)oliday &nn, 3olombo ^ ^ ^ ,tandard =oom $ ; adult
9,J A0
9,J E?
6ov. .;, 0..? $
!pril <., 0..1
)otel 3losenberg, Falle ^ ^ ^ ,tandard =oom $ ; adult
9,J 1/
9,J A<
(an ;1, 0..1 $ !pril
<., 0..1
)otel Tangerine Beach ^ ^ ^ ,tandard =oom $ ; adult
9,J E.
9,J E?
(an ;;, 0..1 $ !pr
<. 0..1
Frand Briental )otel, 3olombo ^ ^ ^ ,tandard =oom Fov. Hing $ ;
adult
,tandard =oom Fov. Hing $ 0
adults
9,J 1;
9,J 1?
6ovember .;, 0..?
$ !pril <., 0..1
,ource' http'""www.southtravels.com"asia"srilanka"index.html 7accessed 00..>..18
Calculation of Average Cost in USM
6ame of the
country
)otel =anking
Bangladesh ; !dult' 7;1.W;//W;E?8"< K ;//
0 !dults' 7;1.W;//W;E?8"< K ;//
; !dult' 7E.W;.?W;>/8"< K ;;>
0 !dults' 7;..W;.?W0;.8"< K ;<A
; !dult' 7;.?W;.?WA?W/.WA?8"? K E.
0 !dults' 7;.?W;.?WE?W;..WE?8"? K ;..
&ndia ; !dult' 70/.W?<1W;?<W0<0W0.?8"? K0/E
0 !dults' 70A1W?<1W;/.W0<0W00E8"? K 0E;
; !dult' 7E.W?0W;0?W;;0W;1A8"? K ;.E
0 !dults' 7EEW?0W;>.W;0>W;1A8"? K ;;/
; !dult' 7EAW/1W;0.WE0W1A8"? K E;
0 !dults' 7EAW/1W;<1W;;>W/18"? K ;..
&ran ; !dult' 7;;.W;<?WEEW;;.WA<8"? K;./
0 !dults' 7;>EW;?/W;>0W;>EWEA8"? K ;<E
; !dult' 7;0/W;;0WA;WA.W/.8"? K E>
0 !dults' 7;</W;<?WE1W;.?WA18"? K ;;0
; !dult' 7>AW?.W1?W;A?W?.8"? K A.
0 !dults' 71AW/?WAAW0>.W1?8"? K ;./
Maldives ; !dult' 7;/>W0/>W01?W1.?W0/18"? K <;E
0 !dults' 7;AEW<.>W0/?W1;/W0A18"? K <<>
; !dult' 70.1W0?0W;>;W;E;W;<.8"? K ;A>
0 !dults' 70?>W0EAW;A/W0.;W;/<8"? K 00<
; !dult' 7;1/W??WA<W;EEW;?A8"? K ;<0
0 !dults' 7;AAW??W;.?W0;?W;A>8"? K ;>E
6epal ; !dult' 7A/W0.;W1EW0..W0..8"? K;?;
0 !dults' 7EAW0;EWA?W0;.W0;.8"? K ;1>
; !dult' 7?;WA.W?;W;?.W;.?8"? K A/
0 !dults' 71;WA?W?1W;A0W;;?8"? K ;..
; !dult' 7>?W?;W1.WA.W<>8"? K ?>
0 !dults' 7?0W?1WA.WE.W<A8"? K 1<
4akistan ; !dult' 70<.W0E<W0..W;/?W00?8"? K 00?
0 !dults' 70<.W0E<W0?0W;/?W0?18"? K 0>;
; !dult' 7A/W/?W;;0W;0?W/08"? K E>
0 !dults' 7;./WE.W;0?W;>?W/A8"? K ;.E
; !dult' 7/?WA?W<AW>;W/.8"? K 10
0 !dults' 7A?WE1W1.W?.WA<8"? K /?
,ri Canka ; !dult' 7/AW1?W;..W0?>W;/?8"? K ;<>
0 !dults' 7A.WA.W;0.W0?>W;A?8"? K ;<A
; !dult' 71?W<.W?/WA.W;>>8"? K /?
0 !dults' 7/?W>0W10WA?W;?18"? K A>
; !dult' 71/WA0W1/WE.W1;8"? K /<
0 !dults' 7/<WE?WA<WE?W1?8"? K A0
6ote' igures have been rounded up
Calculation of Total Costs of !otel6Accommodation for a 7) "ays Tour ?in USM@ in
Some Selected South Asian Countries
Bame of the
country
Iisitor
Category
!otel :anking
Bangladesh &ndividual ;// x ; x ;. K ;//. ;;> x ; x ;. K ;;>. E. x ; x ;. K E..
,tandard amily ;// x 0 x ;. K <?>. ;<A x 0 x ;. K 0/1. ;.. x 0 x ;. K 0...
&ndia &ndividual 0/E x ; x ;. K 0/E. ;.E x ; x ;. K ;.E. E; x ; x ;. K E;.
,tandard amily 0E;x 0 x ;. K ?A0. ;;/ x 0 x ;. K 0<>. ;.. x 0 x ;. K 0...
&ran &ndividual ;./ x ; x ;. K ;./. E> x ; x;. K E>. A. x ; x ;. K A..
,tandard amily ;<E x 0 x ;. K 0/A. ;;0 x 0 x ;. K 00>. ;./ x 0 x ;. K 0;>.
Maldives &ndividual <;E x ; x ;. K <;E. ;A> x ; x ;. K ;A>. ;<0 x ; x ;. K ;<0.
,tandard amily <<> x 0 x ;. K 11A. 00< x 0 x ;. K >>1. ;>E x 0 x ;. K 0EA.
6epal &ndividual ;?; x ; x ;. K ;?;. A/ x ; x ;. K A/. ?> x ; x ;. K ?>.
,tandard amily ;1> x 0 x ;. K <0A. ;.. x 0 x ;. K 0... 1< x 0 x ;. K ;01.
4akistan &ndividual 00? x ; x ;. K 00?. E> x ; x ;. K E>. 10 x ; x ;. K 10.
,tandard amily 0>; x 0 x ;. K >A0. ;.E x 0 x ;. K 0;A. /? x 0 x ;. K ;?..
,ri Canka &ndividual ;<> x ; x ;. K ;<>. /? x ; x ;. K /?. /< x ; x ;. K /<.
,tandard amily ;<A x 0 x ;. K 0/1. A> x 0 x ;. K ;1A. A0 x 0 x ;. K ;1>.
^. ,tandard amily includes husband, wife and two kids and they need two double beds
Calculation of Total Costs of !otel6Accommodation for a 7) "ays Tour ?in USM@ in
Some Selected South Asian Countries
Bame of the
country
Iisitor
Category
!otel :anking
Bangladesh &ndividual ;// x ;. K ;//. ;;> x ;. K ;;>. E. x ;. K E..
3ouple ;// x ;. K ;//. ;<A x;. K ;<A. ;.. x ;. K ;...
&ndia &ndividual 0/E x ;. K 0/E. ;.E x ;. K ;.E. E; x ;. K E;.
3ouple 0E; x ;. K 0E;. ;;/ x ;. K ;;/. ;.. x ;. K ;...
&ran &ndividual ;./ x ;. K ;./. E> x ; x;. K E>. A. x ;. K A..
3ouple ;<E x ;. K ;<E. ;;0 x ;. K ;;0. ;./ x ;. K ;./.
Maldives &ndividual <;E x ;. K <;E. ;A> x ;. K ;A>. ;<0 x ;. K ;<0.
3ouple <<> x ;. K <<>. 00< x ;. K 00<. ;>E x ;. K ;>E.
6epal &ndividual ;?; x ;. K ;?;. A/ x ;. K A/. ?> x ;. K ?>.
3ouple ;1> x ;. K ;1>. ;.. x ;. K ;... 1< x ;. K 1<.
4akistan &ndividual 00? x ;. K 00?. E> x ;. K E>. 10 x ;. K 10.
3ouple 0>; x ;. K 0>;. ;.E x ;. K ;.E. /? x ;. K /?.
,ri Canka &ndividual ;<> x ;. K ;<>. /? x ;. K /?. /< x ;. K /<.
3ouple ;<A x ;. K ;<A. A> x ;. K A>. A0 x ;. K A0.
Total Costs of !otel6Accommodation for a 7) "ays Tour ?in USM@ in Some Selected
South Asian Countries
Bame of the
country
Iisitor
Category
!otel :anking
Bangladesh &ndividual ;//. ;;>. E..
3ouple ;//. ;<A. ;...
Bombay, &ndia
+olkata, &ndia
&ndividual 0/E. ;.E. E;.
3ouple 0E;. ;;/. ;...
&ndividual 0/E. ;.E. E;.
3ouple 0E;. ;;/. ;...
&ran &ndividual ;./. E>. A..
3ouple ;<E. ;;0. ;./.
Maldives &ndividual <;E. ;A>. ;<0.
3ouple <<>. 00<. ;>E.
6epal &ndividual ;?;. A/. ?>.
3ouple ;1>. ;... 1<.
4akistan &ndividual 00?. E>. 10.
3ouple 0>;. ;.E. /?.
,ri Canka &ndividual ;<>. /?. /<.
3ouple ;<A. A>. A0.
^. 3ouple means husband and wife and needs one double bed
Appendix !otel and "otel o#ned $% &PC
Bame of the !otel and
Category of the :oom
<ocation Tariff in
Bangladeshi
T#.
Bame of the !otel and
Category of the :oom
<ocation Tariff in
Bangladeshi
T#.
)otel ,haibal
!3 Twin Bed H"B
7Belcony8
!3 Twin Bed
=oyal !3 ,uite
3onference )all
3ox%2
Ba2ar ;,1..
0,...
<,...
?,...
)otel !bakash
!3 Twin Bed Economy
!3 Twin *eluxe
!3 ,uite
!3 3onference )all
*haka
;,0..
;,A..
0,?..
?,...
Motel 9pal
6on !3 Twin Bed
!c
1?.
;,...
4ar#atan Motel
6on !3 Twin Bed
!3 Twin Bed
Economy Bed
!3 3onference )all
Bogra
>..
A..
;..
;,?..
Motel 4robal
6on !3 Twin Bed
Economy =oom
1..
?.. 7without
Feyser8
0?.
4ar#atan Motal
6on !3 ,ingle =oom
6on !3 Twin Bed
!3 ,ingle
!3 Twin Bed
6on !3 ,uite
!3 ,uite
Economy Bed
!3 3onference )all
=a#shahi
<?.
>?.
A..
;,...
A..
;,>..
1.
<,...
Motel Cabonee
6on !c =oom
3onference =oom
1..
/.. 7with T58
??. 7;
st
and 0
nd
loor8
;,0..
4ar#atan Motal
6on !3 Twin Bed
!3 Twin Bed
5&4 !3 ,uite
Economy Bed
!c 3onference )all$ ;
st
)our
!c 3onference )all$ 0
nd
)our
=angpur
1..
;,0..
0,...
1.
?..
0?.
)oneymoon 3ottage
6on !c 3ottage 70 bed8
!c 3ottage 70 bed8
/?.
;,...
4ar#atan Motal
6on !3 Twin Bed
!3 Twin Bed
3onference )all
,ylhet
?..
;,...
>,... 7)alf
day8
?,?.. 7ull
day
Bld 3ottage
6on !3 3ottage ;,?..
4ar#atan Motel
6on !3 Twin Bed
!3 Twin Bed
*ina#pur
1..
;,0..
4anthanibas
4er Bed
4er room 70 Bed8
?.
;0.
4ar#atan Motal
6on !3 Twin Bed
!3 Twin Bed
=angamati 1?.
??. 7Fr.
loor8
;,...
4ar#atan Motal
6on !3 Twin Bed
!3 Twin Bed
*ormitory 7per Bed8
+uakata ?..
;,0?.
;?.
3ottage
6on !3 3ottage 7 >
Bed8
!3 3ottage 7A Bed8
!uditorium
73apacity 0.. persons8
4er )our
Maximum
;,0..
0,...
;,...
>,...
,ource' http'""www.bangla0....com"Travel"hotels.html 7accessed ;1..>..18
6ote' ; 9,J K T+. 1E approximately 7May, 0..18
Appendix I Total Cost of a Tour for 1' Da%s from Selected
Destinations to some Selected South Asian
Countries
4rom and To Iisitor
Category
Air fare and * star !otel
cost
Air fare and + star
!otel cost
Air fare and 8 star
!otel cost
Air
fare
?7@
!otel
cost
?2@
Total
?8@ U
?7@O?2@
!otel cost
?+@
Total
?*@ U ?7@ O
?+@
!otel cost
?'@
Total
?(@ U
?7@ O ?'@
)eathrow to *haka,
Bangladesh
,ingle ;.A0 ;//. 29*2 ;;>. 2222 E.. 7;92
3ouple 0;1? ;//. 8;8* ;<A. 8*+* ;... 87'*
)eathrow, 9+ to
Bombay, &ndia
)eathrow, 9+ to
+olkata, &ndia
,ingle A/1 0/E. 8''' ;.E. 7;'' E;. 7(9'
3ouple ;/?0 0E;. +''2 ;;/. 2;22 ;... 2(*2
,ingle ;.?? 0/E. 89+* ;.E. 27+* E;. 7;'*
3ouple 0;;; 0E;. *)27 ;;/. 8297 ;... 8777
)eathrow, 9+ to
Tehran, &ran
,ingle //; ;./. 79+7 E>. 7(77 A.. 7*(7
3ouple ;?>0 ;<E. 2;82 ;;0. 2''2 ;./. 2'72
)eathrow, 9+ to
Male, Maldives
,ingle EE< <;E. +798 ;A>. 2988 ;<0. 2878
3ouple ;EA? <<>. *82* 00<. +27* ;>E. 8+(*
)eathrow, 9+ to
+athmandu, 6epal
,ingle ;;/0 ;?;. 2'92 A/. 2)+2 ?>. 7(72
3ouple 0<>? ;1>. 8;9* ;... 88+* 1<. 2;(*
)eathrow, 9+ to
&slamabad, 4akistan
,ingle E1? 00?. 827* E>. 7;)* 10. 7*9*
3ouple ;E<. 0>;. +8+) ;.E. 8)2) /?. 2'9)
)eathrow, 9+ to
3olombo, ,ri Canka
,ingle ;.E< ;<>. 2+88 /?. 79+8 /<. 7928
3ouple 0;A1 ;<A. 8*'' A>. 8)2' A0. 8))'
,tockholm, ,weden
to *haka,
Bangladesh
,ingle ;<;> ;//. 8)9+ ;;>. 2+*+ E.. 227+
3ouple 010A ;//. +8;9 ;<A. +))9 ;... 8'29
,tockholm, ,weden
to Bombay, &ndia
,tockholm, ,weden
to +olkata, &ndia
,ingle ;;>< 0/E. 8;88 ;.E. 2288 E;. 2)*8
3ouple 00A/ 0E;. *7;( ;;/. 8+*( ;... 829(
,ingle ;0.1 0/E. 8;;' ;.E. 22;' E;. 277'
3ouple 0>;< 0E;. *828 ;;/. 8*98 ;... 8+78
,tockholm, ,weden
to Tehran, &ran
,ingle E<. ;./. 2))) E>. 79() A.. 7(8)
3ouple ;A1; ;<E. 82*7 ;;0. 2;97 ;./. 2;87
,tockholm, ,weden
to Male, Maldives
,ingle ;A?E <;E. *)+; ;A>. 8';; ;<0. 87(;
3ouple </;A <<>. ()*9 00<. *;+9 ;>E. *2)9
,tockholm, ,weden
to +athmandu,
6epal
,ingle ;AE/ ;?;. 8+)( A/. 2('( ?>. 2+8(
3ouple </E> ;1>. *+8+ ;... +(;+ 1<. ++2+
,tockholm, ,weden
to &slamabad,
4akistan
,ingle ;.A/ 00?. 888( E>. 2)2( 10. 7()(
3ouple 0;/> 0>;. +*9+ ;.E. 82'+ /?. 2;2+
,tockholm, ,weden
to 3olombo, ,ri
Canka
,ingle ;0/1 ;<>. 2'7' /?. 2)2' /<. 2))'
3ouple 0??< ;<A. 8;88 A>. 88;8 A0. 88(8
6ew Mork, 9,! to
*haka, Bangladesh
,ingle ;1.? ;//. 88(* ;;>. 2(+* E.. 2*)*
3ouple <0;. ;//. +;9) ;<A. +*;) ;... +27)
6ew Mork, 9,! to
Bombay, &ndia
6ew Mork, 9,! to
+olkata, &ndia
,ingle ;<>E 0/E. +78; ;.E. 2+8; E;. 22*;
3ouple 01EA 0E;. *')9 ;;/. 89'9 ;... 8';9
,ingle ;/<A 0/E. +*29 ;.E. 2929 E;. 2'+9
3ouple <>/1 0E;. '89' ;;/. +'+' ;... ++('
6ew Mork, 9,! to
Tehran, &ran
,ingle ;</. ;./. 2++) E>. 287) A.. 27()
3ouple 0/<E ;<E. +72; ;;0. 89*; ;./. 89);
6ew Mork, 9,! to
Male, Maldives
,ingle ;A?< <;E. *)+8 ;A>. 8';8 ;<0. 87(8
3ouple </.1 <<>. ()+' 00<. *;8' ;>E.
?>.
*7;'
6ew Mork, 9,! to
+athmandu, 6epal
,ingle ;?>. ;?;. 8)*) A/. 2+7) 2)9)
3ouple <.A. ;1>. +(2) ;... +)9) 1<. 8(7)
6ew Mork, 9,! to
&slamabad, 4akistan
,ingle ;>;/ 00?. 8''( E>. 28*( 10. 2)8(
3ouple 0A<> 0>;. *2++ ;.E. 8;2+ /?. 8*9+
6ew Mork, 9,! to
3olombo, ,ri Canka
,ingle ;<;; ;<>. 2'*7 /?. 2)'7 /<. 2)+7
3ouple 0100 ;<A. +))2 A>. 8+'2 A0. 8++2
Brussels, Belgium to
*haka, Bangladesh
,ingle ;A?. ;//. 8'2) ;;>. 2;;) E.. 2(*)
3ouple </.. ;//. *+() ;<A. *)9) ;... +())
Bombay, &ndia
+olkata, &ndia
,ingle ;AE. 0/E. +'9) ;.E. 2;9) E;. 29))
3ouple </A. 0E;. '';) ;;/. +;*) ;... +(9)
,ingle ;0/; 0/E. +)'7 ;.E. 28'7 E;. 2797
3ouple 0?>0 0E;. *+*2 ;;/. 8(72 ;... 8*+2
Tehran, &ran
,ingle ^ ;./. , E>. , A.. ,
3ouple ^ ;<E. , ;;0. , ;./. ,
Male, Maldives
,ingle ;E<. <;E. *72) ;A>. 8(() ;<0. 82*)
3ouple <A1. <<>. (2)) 00<. ');) ;>E. *8*)
+athmandu, 6epal
,ingle 0<>1 ;?;. 89*' A/. 827' ?>. 299'
3ouple >1E0 ;1>. '882 ;... *';2 1<. *822
&slamabad, 4akistan
,ingle ;A/A 00?. +729 E>. 2979 10. 2+;9
3ouple </?1 0>;. '7'' ;.E. +9+' /?. +*)'
3olombo, ,ri Canka
,ingle ;E0A ;<>. 82'9 /?. 2'(9 /<. 2'*9
3ouple <A?1 ;<A. *28' A>. +';' A0. +'('
rankfurt, Fermany
to *haka,
Bangladesh
,ingle ;/;< ;//. 8+98 ;;>. 29*8 E.. 2'78
3ouple <>01 ;//. *7;' ;<A. +9)' ;... ++2'
rankfurt, Fermany
to Bombay, &ndia
rankfurt, Fermany
to +olkata, &ndia
,ingle E;< 0/E. 8()8 ;.E. 2))8 E;. 7928
3ouple ;A01 0E;. +(8' ;;/. 2;;' ;... 292'
,ingle ;?>; 0/E. +887 ;.E. 2'87 E;. 2+*7
3ouple <.A0 0E;. *;;2 ;;/. +2*2 ;... +)92
rankfurt, Fermany
to Tehran, &ran
,ingle ^ ;./. ^ E>. ^ A.. ^
3ouple ^ ;<E. ^ ;;0. ^ ;./. ^
rankfurt, Fermany
to Male, Maldives
,ingle 0>1A <;E. *'*9 ;A>. +8)9 ;<0. 8(99
3ouple >E<1 <<>. 92(' 00<. (7'' ;>E. '+2'
rankfurt, Fermany
to +athmandu,
6epal
,ingle >0>> ;?;. *(*+ A/. *77+ ?>. +(9+
3ouple A>AA ;1>. 7)729 ;... ;+99 1<. ;779
rankfurt, Fermany ,ingle 0A01 00?. *)(' E>. 8('' 10. 8++'
to &slamabad,
4akistan
3ouple ?1?0 0>;. 9)'2 ;.E. '(+2 /?. '+)2
rankfurt, Fermany
to, 3olombo, ,ri
Canka
,ingle ;/<1 ;<>. 8)(' /?. 2+9' /<. 2+''
3ouple <>/0 ;<A. +9*2 A>. +872 A0. +2;2
^. light is not available

Final

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Final

Uploaded by

Copyright:

Available Formats

Blekinge Institute of Technology

You might also like