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Blekinge Institute of Technology School of Management Master Thesis M.Sc. in Business Administration
Blekinge Institute of Technology School of Management Master Thesis M.Sc. in Business Administration
in Business Administration
The Use of Promotional Activities in the Tourism Industry: The Case of Bangladesh
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
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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.
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.3ecutive Summary
Title ' The Use of Promotional Activities in the Tourism Industry: The Case of Bangladesh. ' Md. (akir )ossain ' *r. +laus ,olberg ,-ilen ' M. ,c. Thesis in Business !dministration ' ,chool of Management, Blekinge &nstitute of Technology, ,weden ' ./ (une, 0..1 ' 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. ' 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. ' &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
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"ate Pur-ose
Method
4indings
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.
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
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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.
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"edication
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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
<.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
>.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
?.? &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<
1.; &ntroduction.....................................................................................................E? 1.0 =ecommendations for Managerial &mplications..............................................E? 1.< 3onclusion ......................................................................................................EE 1.> *irection for urther =esearch......................................................................;.;
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<ist of Ta$les
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=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
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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/80 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.
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*avidson 7;EE>8, p. ;. 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
M. Sc. Thesis in Business Administration 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<I of its earning respectively. Bn the other hand the 5irginia Tourism 3orporation 75T38 generates a return$ on$investment of J> 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,
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&vanovic, !. and 3ollin, !. ). 7 7;EE18, p. ;11 +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
M. Sc. Thesis in Business Administration and prescribe necessary policy measures for effective promotional actions for the industry in Bangladesh.
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)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. ?
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Echtner, 3. M. and 4rasad, 4. 70..<8, pp. 11.$1A0 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. ;;/$;</
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M. Sc. Thesis in Business Administration 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<800 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;EAA80< 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;EEE80> 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;EAA801 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>80A 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.
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4atwari, 3ol 7=td8 Ba2lul Fani 7;EE<8, pp. 0A$0E 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. >;>
;. )? ) @ ' 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.
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,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. /
M. Sc. Thesis in Business Administration )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,
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)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
M. Sc. Thesis in Business Administration 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.
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)asan, ,yed =ashidul 7;EE08, pp. ;./$;.E !hmed, Safar 9. 7;EE18, pp. </$1.
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M. Sc. Thesis in Business Administration 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.
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Ciu, !bby and Hall, Feoffrey 70..18, pp. ;?E$;/. ,iddiqui, &mtia2 !hmed 70..?8, p. 0; >0 3hantarachoti, 6ivat 70..?8, p. 0<
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M. Sc. Thesis in Business Administration 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,
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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
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M. Sc. Thesis in Business Administration 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.
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. Middleton, 5ictor T. 3. 7;EE>8, p. A . Foeldner, 3. =., =itchie, (. =. Brent and Mc&ntosh, =. H. 70...8, p. ;>
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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.?;
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3hris, =yan 7;EE;8, Condon' =outledge, p. ? *alakas, 4anos 70..;8, pp. ;??$;1/ ?; @uinion, Michael 7undated8, online, accessed .1..<..1
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M. Sc. Thesis in Business Administration 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.
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,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.
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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 QExcursionists, who are classified as temporary visitors who are staying less than 0> hours, including cruise travellers but excluding travellers in transit.R
ii.
&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.
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)olloway, (. 3. 70..08, !ddison Hesley )arlow' Congman Catham, (ohn and Edwards, 3hris 7;EAE8, p. 11
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M. Sc. Thesis in Business Administration 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.
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)arris, =obert and )oward, (oy 7;EE18, online, accessed ./..<..1 Metelka, 3harles ( 7;EE.8, online, accessed ./..<..1
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M. Sc. Thesis in Business Administration 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..081; 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, undated810 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.
Mill, =. 3. and Morrison, !. M. 7 0..08, 9,!, p. </ Hikipedia 7undated8 online, accessed .?..<..1
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M. Sc. Thesis in Business Administration 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 7 rangialli, 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.
&slam 70..?81/ 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;EEE81A 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,
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Hikipedia 7undated8, online, accessed .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
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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 &ntangibility Marketing Pro$lems $ ,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
4erishability )eterogeneity
&nseparability
&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
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+otler, 4hilipN !rmstrong, FaryN ,aunders (ohnN and Hong, 5eronica, pp. 1>/$/?;
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M. Sc. Thesis in Business Administration 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.
+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
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M. Sc. Thesis in Business Administration 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
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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
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M. Sc. Thesis in Business Administration ,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.
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M. Sc. Thesis in Business Administration 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/8A1. &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
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,ung, ). )., Morrison, a. M. and B%Ceary, (. T. 7;EE/8, pp. 11 !kpinar, 6., Talay, &., and 3eylan, 3. 70..>8, pp. >/<$>A1
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M. Sc. Thesis in Business Administration 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.
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M. Sc. Thesis in Business Administration 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.
=ogers, T. . 7;EEA8, p. <> &ngram, )adyn 70..<8, p. >;< E; Mader, =on 7undated8, online, accessed ;;..<..1 E0 6ewsome, *., Moore, ,. !., and *owling, =. +. 70..08
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M. Sc. Thesis in Business Administration 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.
Mader, =on 7undated8, online, accessed ;;..<..1 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. <>
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M. Sc. Thesis in Business Administration 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 7 ill, ;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 7 ill, ;EEE8.;.< Then the author stated that the flexibility of this tool is good because it
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+riegel, =. !. 7;EA18, pp. E>$;.1 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
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M. Sc. Thesis in Business Administration 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 7 ill, ;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 7 ill, ;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
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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;
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M. Sc. Thesis in Business Administration 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 7 ill, ;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.
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Environment and Bangladesh 7undated8, online, accessed 0A..<..1 4annell +err orster !ssociates 7;EAA8, p. ;
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=oaming !round Bangladesh 7undated8, online, accessed ;...<..1 )ossain, Md. !f#al 7;EEE8, p. <E ;;? Travel in Bangladesh 7undated8, online, accessed ;0..<..1
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)ossain, Md. !f#al 7;EEE8, p. >0 )ossain, Md. !f#al 7;EEE8, p. >0 ;;A Talukder, !roop 7;EE/8, p. 00
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M. Sc. Thesis in Business Administration 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 Ath to ;0th 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 Ath 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
)ossain, Md. !f#al 7;EEE8, p. >> )ossain, Md. !f#al 7;EEE8, p. >?
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M. Sc. Thesis in Business Administration 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'
+.'.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 .
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+.'.+ 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. </
+.(.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,
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,undarban Hildlife ,anctuaries, Bangladesh 7undated8, online, accessed ;?..<..1 +amal, !. Saman 7;EE08, p. ?
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M. Sc. Thesis in Business Administration ;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.
Moss, 4eter de 5ere 7;EE>8, p. <E Fa2i, ,hahid 7undated8, online, accessed ;E..<..1 ;0? )ossain, Md. !f#al, p. ><
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M. Sc. Thesis in Business Administration 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
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M. Sc. Thesis in Business Administration 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'
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+.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 ;Ath 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.
M. Sc. Thesis in Business Administration 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.
M. Sc. Thesis in Business Administration 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. >>
M. Sc. Thesis in Business Administration "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.
M. Sc. Thesis in Business Administration suburbs of 3hittagong, an ideal spot for outing and picnics, swimming and boating for hundreds of visitors every day.
rechtling, *. 3. 7;EE>8, p. <10 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
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M. Sc. Thesis in Business Administration 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
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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
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M. Sc. Thesis in Business Administration 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 7 ayed : 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
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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. >;>$>;?
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M. Sc. Thesis in Business Administration 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.;?. Foeldner et al 70...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
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Morena, !ntonio de la 70..>8, p. ; 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. ;/
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M. Sc. Thesis in Business Administration 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
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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. > $/
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M. Sc. Thesis in Business Administration 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. Foeldner et al 70...8;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
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,ingh, +. Bhawani 7;EA/8, p. ;A 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
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M. Sc. Thesis in Business Administration 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.
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Engel, (ames ., =oger, *. Blackwell, and 4aul, H. Miniard 7;EA18, 3hicago' The *ryden 4ress !hmed, Safar 9. 7;EE18, p. <A ;1? Echtner, 3harlotte M. 70..08, p. >;> ;11 Mahya, ai2al 70..<8, p. <10
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M. Sc. Thesis in Business Administration &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
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,hahid, Fa2i 70..>8, online, accessed ;E..<..1 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
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M. Sc. Thesis in Business Administration 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
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M. Sc. Thesis in Business Administration 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.
>..A >..;
,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. ;.;
??
!dvertisement 4ublicity &nformation Materials 7Brochures, Fuides, ,ouvenirs, olders, )andbooks.8 4osters and 5iew 3ards 3able T5 )ighlights &nternet Hord of Mouth 7HBM8 Motivation by oreign Tour Bperators Motivation by oreign Travel !gencies Biman%s Bverseas Bffices Bangladesh Mission !broad
,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
M. Sc. Thesis in Business Administration 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.
?/
M. Sc. Thesis in Business Administration Ta$le +.8 Korld Tourist Arrivals H :ecei-ts ?7;;)1 7;;* and 2))),2))*@
Lear ;EE. ;EE? 0... 0..; 0..0 0..< 0..> 0..? Arrivals ?Million@ >>; ?<A 1A; 1A. /.. 1E. /1< A.A Change $ $ $ ..;?I 0.E>I $;.><I ;..?AI ?.E.I :ecei-ts ?Billion USM@ 0A. >0< >E1 >A0 >A0 ?0> 10< 6! Change?N@ $ $ $ $0.A0I ..I A./;I ;A.AEI 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.
,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
M. Sc. Thesis in Business Administration &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 ;EE. ;EE? 0... 0..0 0..< 0..>
:egions Africa The America Asia and the Pacific .uro-e Middle .ast Total World Receipts
1,>.0 (".3 ! A,?>> (".$(! ;.,1.A ("."#! ;;,A>< (". &! ;?,>E> (".%&! ;A,<<? (".% !
1E,<0. ("'.3(! EA,>>/ ("3.% ! ;<.,E1. (").33! ;;<,/>E ("3.&"! ;;>,;.> ("#.))! ;<;,1A0 ("#.#'!
>1,11/ (#).$(! A;,EAA (#%.%3! E.,<A< (#(.(&! EE,.1E ("$.')! E>,A?? (#(.#$! ;0>,E1. ("$.$)!
;>?,1<; ('3.3#! 0;;,A1< ('#.'#! 0<;,?E/ ( (.33! 0>;,0<A ('$.#$! 0A0,E;< ('3.%)! <01,1E< ('". )!
?,;<> (#.((! ;.,>1? (".' ! ;?,1<; (3."&! ;?,11. (3."'! ;1,A<1 (3."#! 0;,..? (3.3)!
2(817*+ #4556557 +7718)( #4556557 +(;17(; #4556557 +971**; #4556557 *2+12)2 #4556557 '221'(* #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
M. Sc. Thesis in Business Administration 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.
0/,E1E ( (. ! >>,;;? ('#.(%! 10,?0? (' . 3! />,;0/ ('&.' ! 1/,?E? ('&.&(! A/,?/1 ('). 3!
0;,>1E (3).#(! 0A,?E0 (33.&3! </,..1 (3".""! >0,.;? (3".$'! <1,;AE (3$.3'! >/,0?0 (3$.%(!
?,;?0 ((.%"! A,.A? (%.'#! E,0>/ ((.$'! E,;<< (&.%)! E,.>? ().'(! ;.,;/? (&.&)!
<,;?. ('. &! >,0<< ( .%(! 1,.A1 ('.3$! ?,A<< ( . '! 1,>0/ ('.3%! /,?.; ( .%"!
*(1(+) #4556557 9*1)2+ #4556557 77+19'8 #4556557 78717)9 #4556557 77;12** #4556557 7*21*)8 #4556557
,ource' 3ompiled from Tourism Market Trends, 0..? Edition D !nnex, Horld Tourism Brgani2ation 7HTB8, !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.
M. Sc. Thesis in Business Administration 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 Borth,.ast Asia ;EE. ;EE? 0... 0..0 0..< 0..> 0<,..; ( %."%! <A,.;/ ( &.3)! >1,.<. ('$.%3! ?;,/0; ('"."#! >/,;.> ( %.&&! 1<,?1? ('$.()! Regions South,.ast Asia ;>,>/E (3#.$3! 01,1E1 (3".'&! 01,..> ("(.))! 0/,1>< (").%$! 0>,<<? ("'.&'! <;,/?0 ("'. #! Dceania /,;?A (#'.3 ! ;<,A/; (#&.%"! ;<,A>> (#'.3"! ;>,>1; (# .&$! ;/,1.? (#(.'&! 00,<;; (#).('! South Asia 0,.0E ( .3'! <,>.? ( .#'! >,?.? ( .%(! ?,0>< ('."%! ?,A;; (&.#3! /,<<0 ('.()! +'1''( #4556557 971;99 #4556557 ;)1898 #4556557 ;;1)'; #4556557 ;+19** #4556557 72+1;') #4556557 Total in Asia and the Pacific
,ource' 3ompiled from Tourism Market Trends, 0..? Edition D !nnex, Horld Tourism Brgani2ation 7HTB8, !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;
M. Sc. Thesis in Business Administration arrivals remained more or less unchanged but there is an increase in earnings from >.<? percent in ;EE. to ?.A/ percent in 0..>.
,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 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
M. Sc. Thesis in Business Administration 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< I in 0.0. from the same of 0.;.. But the data shows that in Bangladesh the total tourist arrivals in 0..> 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 ;/E
. Horld Tourism Brgani2ation 70...8 Tourism 0.0. vision, East !sia and 4acific, vol. <, p. <? . HTB, &bid, p. 1.
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M. Sc. Thesis in Business Administration Ta$le +.; 4oreign .3change .arning from Tourism in South Asian Countries ?USM million@
Country Lear ;EE. ;EE? 0... 0..0 0..< 0..> Bangla, desh ;; ($.' ! 0? ($.)3! ?. (#.##! ?/ (#.$%! ?/ ($.%(! 1/ ($.%#! Bhutan India Iran Maldives Be-al Pakistan Sri <anka ;<0 (&.'#! 001 (&.& ! 0>A ('.'$! <1< (&.%"! >>; ().'%! ?;< ().$$! Total
;?;< () .')! 0?A0 ()'.(3! <;1A ()$.3"! 0E;A (''.&&! <?<< (&$.($! >/1E (&'.$ !
1; (3.$#! 1/ (#.%)! >1/ (#$.3)! ;<?/ ("'.((! ;.<< (#).)(! ;./> (# .&'!
AE ( .3%! 0;; (&."$! <0; ().#3! <</ (&. 3! >.0 (&.%"! >/E (&.'3!
1> (3.#'! ;// ('."$! ;?A (3.'#! ;.< (#.%&! ;EE (3. "! 0<. (3.# !
;?1 ().&%! ;;. (3."3! A; (#.($! E/ (#.('! ;<1 (".3 ! ;A1 (".' !
2)2; #45587 8+)* #45587 +*)* #45587 *2+8 #45587 *977 #45587 (882 ?7))N@
,ource' 3ompiled from Tourism Market Trends, 0..? Edition D !nnex, Horld Tourism Brgani2ation 7HTB8, and available from' http'""www.world$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.
M. Sc. Thesis in Business Administration Ta$le +.7) Lear,Kise Total Tourist Arrivals in Bangladesh Lear ;EE; ;EE0 ;EE< ;EE> ;EE? ;EE1 ;EE/ ;EEA ;EEE 0... 0..; 0..0 0..< 0..> Average =ro5th :ate Tourist Arrivals Bum$er =ro5th :ate ?N@ ;;<0>0 ;;.>/? 7$8 0.>> ;01/A? 7W8 ;>./1 ;>.;00 7W8 ;..?0 ;?10<; 7W8 ;;.?. ;1?AA/ 7W8 1.;A ;A0>0. 7W8 E.E/ ;/;E1; 7$8 ?./< ;/0/A; 7W8 ..>A ;EE0;; 7W8 ;?.<. 0./;EE 7W8 >..; 0./0>1 7W8 ...0 0>>?.E 7W8 ;/.EA 0/;0/. 7W8 ;..E> O(.(; N
The table shows that the number of tourist arrivals in Bangladesh has increased to 0/;,0/. in 0..> from ;;<,0>0 in ;EE; which shows an average annual growth rate of /./E percent. The tourist arrivals increased in 0..< by ;/.EA percent and ;..E> percent in 0..> over its preceding year. &n general, the statistics shows a very good and positive trend. But the fact is that the overall scenario is not good. This rate can be considered very accelerative for those countries that have already matured in the market. But for the initial level of market entry, the above growth rate is not a positive one. By using the above data 7Table >.;.8 the pro#ected number of tourist arrivals for the year 0.;. and 0.0. can be calculated with the help of regression analysis where, the model' y K mx W b )ere, x is independent variable 7year8 and y is dependent variable 7total number of tourist arrivals8
Slo,e = m = n7+y 8 7+87 y 8 n7+ 0 8 7+8 0
-nter.e,t = b =
y m7 + 8 n
By interpreting and solving this we get the value m K ;.A/<./<> and b K E>A0A.<? and then the model stands as' y K ;.A/<./<>7x8 W E>A0A.<? and the pro#ected tourist arrivals is <;0<.< and >0;.>. for the year 0.;. and 0.0. respectively sub#ect to remaining the present trend unchanged, whereas the B43 forecasted that Bangladesh will receive ..E million tourists in 0.0. which seems very unrealistic forecast. 1?
Though the foreign exchange earnings through mobili2ing domestic resources by the host country%s tourism industry can play an important role in the economy, the earning of B43 is very insignificant in terms of the overall earnings of the said industry in the world and even in the !sian region. The earnings from tourism in Bangladesh was Tk. 01/./ million in ;EE.$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
,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/
;A. ;A;
+ale, ,udhir ). and Heir, M. +atherine 7;EA18, pp. 0$/ Covelock, 3hristopher ). 7;EA<8, p. ;1 ;A0 Buhalis, *imitrios 7;EEA8, p. >;; ;A< )ossain, Md. !f#al 7;EEE8, p. ;1;
1A
M. Sc. Thesis in Business Administration ! 6ational Tourism Brgani2ation 76TB8 is the officially recogni2ed expert body on tourism matters in any country and is in charge of expanding a country%s incoming tourism 7(efferson as cited in =ita and Moutinho, ;EE08.;A> The authors then stated that to achieve this goal it must promote the destination in the international travel markets which led the 6TB of a country to accomplish the promotion of its stake in the international markets. ,o, the policy$ 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> ;A?
=ita, 4aulo and Moutinho, Cui2 7;EE08, p. < 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>$;E? ;AE )ossain, Md. !f#al and iro22aman, M. 70..<8, p. <;
1E
M. Sc. Thesis in Business Administration restaurants, transport companies and other service related firms, so well$coordinated efforts among these organi2ations are required in conducting an effective promotional measure.
;E. ;E;
)ossain, Md. !f#al and )ossain, Md. (akir 70..08, p. <./ Seithaml, 5alarie !. and Bitner, Mary (. 70..<8, pp. <;A and <11$<1/ ;E0 )ossain, Md. !f#al and iro22aman 70..<8, p. <E
/.
M. Sc. Thesis in Business Administration ,ales promotion activity cost money D whether through the additional cost of printing, free gifts, extra product, samples or competition pri2esN or through the loss of contribution caused by discounting price 76organ, ;EE>8.;E< B43 uses different kinds of sales promotion techniques to persuade the visitor to choose Bangladesh as a tourist destination. The techniques used by B43 include quantity discount, children discount, off$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
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6organ, ,usan 7;EE>8, p. <?/ )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
/;
M. Sc. Thesis in Business Administration 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 Tourism Million@ ?T#. from in Promotion .3-enditures ?T#. in Million@ N of Promotion .3-enditures on .arnings
;EE;$E0 ;EE0$E< ;EE<$E> ;EE>$E? ;EE?$E1 ;EE1$E/ ;EE/$EA ;EEA$EE ;EEE$.. 0...$.; 0..;$.0 0..0$.< 0..<$.> 0..>$.?
<E;.< >>A.< 1./.; A0<.1 ;;0?.> ;/EE./ <.A1.E 0</..; 0?A0./ 01<A.; <.A/.; <0./.> </A0./ >0.<.0?
0.E1? ?.<1< A..1? /.;>< /.E<? ;..<E; E..?A A..E1 ;..;>/ ;..A<> /.<EE ;...1 $ ;..>;<
../1I ;.0.I ;.<<I ..A/I ../;I ..?AI ..0EI ..<>I ..<EI ..>;I ..0>I ..<;I $ ..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
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M. Sc. Thesis in Business Administration 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.
M. Sc. Thesis in Business Administration 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'
)ossain, Md. !f#al 7;EEE8, p. <> 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
/>
M. Sc. Thesis in Business Administration 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 7 or 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..?80.< 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.
Cen= 70..?8, online, accessed ;?..?..1 *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;
/?
M. Sc. Thesis in Business Administration 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 Bangladesh &ndia &ran Maldives 6epal 4akistan ,ri Canka * Star ; !dult' ;// 0 !dults';// ; !dult' 0/E 0 !dults'0E; ; !dult' ;./ 0 !dults';<E ; !dult' <;E 0 !dults'<<> ; !dult' ;?; 0 !dults';1> ; !dult' 00? 0 !dults'0>; ; !dult' ;<> 0 !dults';<A !otel :anking + Star ; !dult' ;;> 0 !dults' ;<A ; !dult' ;.E 0 !dults' ;;/ ; !dult' E> 0 !dults' ;;0 ; !dult' ;A> 0 !dults' 00< ; !dult' A/ 0 !dults' ;.. ; !dult' E> 0 !dults' ;.E ; !dult' /? 0 !dults' A> 8 Star ; !dult' E. 0 !dults' ;.. ; !dult' E; 0 !dults' ;.. ; !dult' A. 0 !dults' ;./ ; !dult' ;<0 0 !dults' ;>E ; !dult' ?> 0 !dults' 1< ; !dult' 10 0 !dults' /? ; !dult' /< 0 !dults' A0
)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$government, autonomous organi2ations can also be hired by the tourist with a minimum cost.
0.A
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Meler, Marcel and 3ervic, Sdenko 70..<8, p. ;A. Meler, Marcel and 3ervic, Sdenko 70..<8, p. ;A; 0;; Cen= 70..?8, online, accessed ;E. .?. .1
//
*.* Im-ortant 4indings from the .3isting <iterature and .3-erience Presented as Syllogisms
Syllogism 7 Premise7 ?P7@: To attract the tourists to any particular destination needs to have some distinctive attractions or icons 7Becken, 0..?8.0;< Premise 2 ?P2@: Bangladesh has some delicate and distinctive attractions of its own to offer the tourists 7t " Bangladesh, undated8.0;> Conclusion ?C2@: Bangladesh has the potentials to attract a large number of tourists to its attractions. Syllogism 2 P7: P2:
0;0 0;<
The development of tourism industry helps to generate employment opportunities in the tourism related sector of the country 7,inclair, ;EEA8.0;? Every nation wants to create some employment opportunities in the economy.
+otler, 4hilipN Bowen, (ohn T. and Makens, (ames 3 70..18, pp. /<<$/<> Becken, ,usanne 70..?8, pp. 0;$<. 0;> t " Bangladesh 7undated8, online, accessed ;?..>..1 0;? ,inclair, M. Thea 7;EEA8, p. <.
/A
M. Sc. Thesis in Business Administration C: The development of tourism industry in Bangladesh will obviously help to create the employment opportunities in different sector like hotel, transportation, restaurant and other tourism service related fields for the unemployed people. Syllogism 8 P7: 4eople want to en#oy the vacation with entertainment and recreation through the activities like conversing, hunting and fishing, shopping, sports and exercise, amusement etc for the refreshment of body or mind 7Hikipedia, undated8.0;1 Tourism is a field where the people can have the opportunity of en#oying the entertainment and recreation 7Foeldner, et al, 0...8.0;/ Bangladesh 4ar#atan 7Tourism8 3orporation 7B438 can attract more tourists by offering entertainment and recreation facilities to the incoming tourists.
P2: C:
Syllogism + P7: P2: C: Top most tourist attractive destinations have no image problem to attract the tourists. The world thinks Bangladesh as a country of poor, flood$ravaged, and more of a disaster 2one than a travel destination 7Cen=, 0..?8.0;A 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 * P7: P2: C: The world wide tourist arrivals and foreign exchange earnings from this sector is growing day by day 7&ncredible &ndia, 0..>8.0;E 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. Bangladesh tourism has the great potential if it can adopt and implement the appropriate policies and strategies and can promote it destinations effectively.
,ufficient and easy access to information enables the development of tourism industry 7Buhalis, ;EEA8. 00; Bangladesh does not have these. Bangladesh needs to develop these in order to increase the number of tourists.
Hikipedia$ the free encyclopedia 7undated8, online, accessed on 00..>..1 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
M. Sc. Thesis in Business Administration Syllogism ( P7: P2: 3onsumers like to know in advance about the features, quality, price, availability etc. what they are planning to purchase 7Covelock, ;EA<8.000 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< 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.
C:
Syllogism 9 P7: 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> &n implementing the more promotional activities, more promotion budget is needed. Bangladesh tourism industry needs to implement more promotional activities which need to allocate more funds for conducting promotional activities.
P2: C:
Syllogism ; P7: P2: Through exchange process and experience, people can enrich their knowledge and self reali2ation. 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? 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.
C:
Syllogism 7) P7: P2: There is stiff competition among the tourist destination countries 7!hmed, ;EE;8 001 to attract the significant number of tourists. 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 00<
Covelock, 3hristopher ). 7;EA<8, p. ;1 )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.
M. Sc. Thesis in Business Administration 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 P7: P2: Cobour$incentive industry provides more opportunities of creating employment generation for a large number of people. Tourism as a lobour$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$sectors 7Morena, 0..>8.00/ Bangladesh is supposed to pay due attention for creating more employment opportunities through developing tourism industry.
C:
Syllogism,72 P7: P2: C: ,ervices have some distinct characteristics like intangibility, inseparability, perishability and heterogeneity 7Seithaml, et al, ;EA?800A which are different from tangible products. Tourism is also a service which posses the special and distinct characteristics from the tangible products. *ue to special characteristics of tourism service from those of tangible products, tourism product is that it cannot be examined prior to purchase, can not be stored, and involves an element of travel which requires special attention of the marketer.
Syllogism 78 P7: P2: C: 4roper distribution of income to all regions is essential for the development of all regions of a country. Tourism redistributes income through out the nation, and from foreign countries to host country%s rural communities 7Edgell and 3artwright, ;EE.8.00E Bangladesh tourism is not an exception from this.
Syllogism 7+ P7: P2: C: 4articipation of local community is necessary for the development of tourism industry 7Tosun and (enkins, ;EEA8. 0<. &n developed counties, the active participation of local community in tourism planning is extensively observed 7Tosun and (enkins, ;EEA8.0<; Bangladesh should take appropriate steps to involve local community actively for the development of the tourism sector of Bangladesh.
00/ 00A
Morena, !ntonio de la 70..>8, p. ; Seithaml, 4arasuraman and Berry 7;EA?8 as cited in &slam, Mohammed =afiqul 70..?8, p. ;/ 00E Edgell, *avid C., and 3artwright, Mary Cynn 7;EE.8, p. ;/ 0<. Tosun, 3evat and (enkins, 3arson C. 7;EEA8, pp. ;.;$;;> 0<; Tosun, 3evat and (enkins, 3arson C, -bid/ pp. ;.;$;;>
A;
M. Sc. Thesis in Business Administration Syllogism 7* P7: P2: ! product is a bundle of benefits rather than a simple tangible one and a consumer purchases that bundle of benefits. Tourism is also a composite of activities, services and industries that delivers a travel experience' transportation, accommodations, eating and drinking establishments, shops, entertainment, activity facilities and other hospitality services available for individuals or groups that are travelling away from home 7Foeldner, et al, 0...8.0<0 To satisfy the tourists in relatively a better way requires the coordinated and integrated efforts among the parties involved in tourism industry.
C:
Syllogism 7' P7: P2: C: Tourism is an industry with a diversity of long$term consequences 7Tooman, ;EE/, p. E<.8. 0<< !irlines, local transportation, hotels, restaurants etc are interrelated to tourism business. To develop tourism industry needs to develop other interrelated sub$sector of this industry.
Syllogism 7( P7: P2: C: The internationali2ation of services is at the core of todayLs economic globali2ation 7 ayed and letcher, 0..08.0<> !ctivities related to tourism are also considered as economic ones 7,inclair, ;EEA8.0<? Tourism activities and services are operated in the global context and has become one of the most important industries in the world.
Syllogism 79 P7: The economic development of a country depend not only national development but also regional development.
P2: Tourism is increasingly seen as a catalyst for regional development, and can support development in peripheral regions 7Briedenham and Hickens, 0..>8.0<1 C: Tourism helps not only national development but also contribute to regional development.
Syllogism 7; P7:
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Foeldner, 3. =.N =itchie (.=. Brent and Mc&ntosh =.H. 70...8, p. ;> Tooman, C !lex 7;EE/8, p. E<. 0<> ayed, ) : letcher, (. 70..08, pp. 0./$ 0<. 0<? ,inclair, M.T. 7;EEA8, pp. ;$?; 0<1 Briedenham, (. and Hickens, E 70..>8, pp. /;$/E
A0
M. Sc. Thesis in Business Administration P2: *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) P7: P2: C: ,mall businesses contribute to employment generation as well as to the national development. 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</ Travel and Tourism contribute in rural development as well as national development.
Syllogism 27 P7: P2: C: 4roper policy is needed for the development of any industrial sector of the economy. Tourism is also an important industry. Fovernment policy support is required for the development of tourism industry.
Syllogism 22 P7: P2: C: 3ost effectiveness in promotional activities strengthens the marketing competitiveness of a company 7=ita and Moutinho, ;EE08.0<A &nternet has got the immense popularity as a medium of promotion of any product or services in the world$wide market at comparatively low cost 7Tierney, 0...8.0<E &nternet can be an effective tool for the promotion of tourism products and service by any country.
Syllogism 28 P7: P2: C: 4ositive image toward a destination is important to attract the tourists from the different parts of the world. *estination marketing requires focusing in conveying a positive image of a destination to the potential tourist groups 7!hmed, ;EE18.0>. Bangladesh as it is suffering the image problems needs to change the image to its destination among the potential tourist segments.
Syllogism 2+
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Edgell, *avid C. and 3artwright, Mary Cynn 7;EE.8, p. ;/ =ita, 4aulo and Moutinho, Cui2 7;EE08, pp. <$A Tierney, 4atrick 70...8, pp. 0;0$0;E !hmed, Safar 9. 7;EE18, pp. </$ 1.
A<
M. Sc. Thesis in Business Administration P7: ,ome destinations have gained a negative image in the minds of travellers 7!hmed, ;EE;8.0>; P2: C: Bangladesh as a destination has some negative image in the mind of potential tourists 74annell +err orster !ssociates, ;EEA8.0>0 Bangladesh needs to take some corrective steps to build positive image to prospective tourist segments.
Syllogism 2* P7: P2: C: 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>< Tourism business is changing rapidly which need to improve its services and effectiveness to satisfy the tourists 7=obinson, 0..<8.0>> &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' P7: P2: C: Tourism has emerged as an important force for the promotion of international understanding, and peace 7,ingh, ;EA/8.0>? The creation of international friendship and peace are now in the top priority of all nations. 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.
0>?
!hmed, Safar 9. 7 ;EE;8, p. 0> 4annell +err orster !ssociates% =eport 7;EEA8, 3hapter$ <, p. ; and 3hapter ;0, p. E BE3* 70..>8, online, accessed 0/..>.1 =obinson, +en 70..<8, pp. ;/$;E ,ingh, +. Bhawani 7;EA/8, p. ;A
A>
M. Sc. Thesis in Business Administration :emark 2: *ata shows that Bangladesh has the potential of receiving a large number of tourists and a handsome amount of earnings from this sector. &n 0..>, an increase in tourist arrivals of ;..E> percent, to 0/;,..., an increase of ;;.;0 percent in receipts to Tk. >0.<.0? million in the year 0..>$.? 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?
M. Sc. Thesis in Business Administration :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?$0.0.. The present trend in tourist arrivals in Bangladesh indicates that the average annual growth rate in tourist arrivals to Bangladesh /.;EI which is above the HTB estimates. Bangladesh 4ar#atan 3orporation forecasted that if the present growth rate continues, Bangladesh will receive E..,... tourists in 0.0. and the earning from this sector will increase accordingly 7B43, 0..>80>1 though it is not suggested by the pro#ected valued of the regression model. :emark (: Most of the private tour operators started their activities recently. But of the 0. respondents, ? were from Bangladesh 4ar#atan 3orporation 7B438, the only 6ational Tourism Brgani2ation in Bangladesh started its operation in ;E/< and the remaining ;? were from private tour operators. !mong the private tour operators, seven out of fifteen constituting >1.>1I started their activities during 0..; to 0..?, five operators constituting <<.<<I started the same with in the period of ;EE1 to 0..., one in ;EE;$;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 0>/
B43 70..>8, Morshed, M. M. =ahman 7edited8, p. 0 ,outh !sian countries include eight ,outh !sian countries which are Bangladesh, Bhutan, &ndia, &ran, 6epal, Maldives, 4akistan and ,ri Canka.
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M. Sc. Thesis in Business Administration 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.
Ta$le *.8 "istri$ution of the Sam-le Sam-le Categories Top executives of Bangladesh 4ar#atan 7Tourism83orporation 4rivate tour operators Total Bo. of :es-ondents .? ;? 2)
The private tour operators were selected from the list of Tour Bperators% !ssociation of Bangladesh 7TB!B8. &t is important to note here that the private tour operators were selected only from *haka 7the capital of Bangladesh8 because most of them are *haka based. But of the 0. respondents, ? were from Bangladesh 4ar#atan 3orporation 7B438, the only 6ational Tourism Brgani2ation in Bangladesh established in ;E/< and the remaining ;? were from private tour operators. The year of establishment of the private tour operators are as' Ta$le *.+ Lear of .sta$lishment of Private Tour D-erators Mear of establishment 6o. of respondents ;E/1$;EA. ;EA;$;EA? ;EA1$;EE. ;EE;$;EE? .; .. .; .; A/ I of the respondents 1.1/ .... 1.1/ 1.1/
M. Sc. Thesis in Business Administration ;EE1$0... 0..;$0..? Total .? ./ 7* <<.<< >1.>1 7)).))
&t is apparent from the above table that most of the tour operators have started their marketing activities recently. Though the tourism marketing was started in Bangladesh after the immediate of the independence of the country in ;E/; and Bangladesh 4ar#atan 3orporation$ 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.
M. Sc. Thesis in Business Administration 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$le *.* Methods Used to "etermine the Promotion Budget Methods ;. !ffordable amount method 0. 4ercentage of revenue earning method <. Based on previous year%s expense >. Bb#ectives and task method ?. ixed amount method 1. Bther Total Bo. of :es-ondents .E .A .; .0 .; .; 00 -ercentage ?1.0? ?.... 1.0? ;0.?. 1.0? 1.0? ;</.?.
6ote' Total number of organi2ations surveyed K ;1. ,ome respondents responded that they use more than one method.
6either
,ufficient
nor insuf$
=espondents 7/8 718 7?8 ficient 7>8
&nsufficient
)ighly insufficient
Total
708
7;8
.< ;?
.; ?
.. ..
;; ??
.. ..
.. ..
.? 0?
0. ;..
AE
M. Sc. Thesis in Business Administration &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$le *.( .ffectiveness of Promotional Activities Undertaken
,cale ,trongly Effective 7/8 .; .? Effective 718 .0 ;. airly Effective 7?8 .< ;? 6either effective nor ineffective 7>8 .A >. airly ineffective 7<8 .; ? &neffe$ ctive 708 .; .? ,trongly &neffective 7;8 .> 0. 0. ;.. Total
&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.
718
;> /.
.; ?
.; ?
.> 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 6o. of respondents 4ercentage of =espondents ,trongly !greed 7/8 ;/ A? !greed 718 .. .. airly !greed 7?8 .. ..
6either agreed nor disagreed
Total
7>8 .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 !ll around the year *uring the tourism seasons Before the tourism season Bther Total 6o of =espondents ;0 7 ? from the B438 .0 .1 $ 2) I of the respondents 1. ;. <. $ 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;
M. Sc. Thesis in Business Administration Because the tourists have to be informed before their decision, so the advertisement before the season is seemed to be the right time.
Mean score
&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
;. 6eed to develop new attractions" ;. &nfrastructural development is needed. products or services in the 0. *eveloping new products or services destinations. in the destinations. 0. More promotional activities should <. Hell designed website is needed be undertaken >. oreign mission should be involved in <. ,hould develop and update an promotional activities. attractive web site to provide the required information to the ?. Caw and order situation should be developed. potential tourists. >. Fovernment should prioti2e this 1. 6eed coordinated promotion activities by 6TB and other parties involved. sector for development plan. /. Fovt support to the private tour ?. ,ecurity of the tourists should be operators is necessary for the ensured. development of this sector. 1. B43 should have full autonomy to A. Tax holiday for vehicles is necessary take necessary decision timely for minimi2ing cost of operation.
E<
E>
M. Sc. Thesis in Business Administration 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 0>E
6orunnabi, !,M 7;EE?8, p. ;0 Bennet, Marion and Cai, 3hi$Hen +evin 70..?8, p. A 0?. Morgan, 6. (.N 4richard, !.N and !bbott, ,. 70..;8, p. ;;.
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M. Sc. Thesis in Business Administration 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?;
E/
M. Sc. Thesis in Business Administration 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
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$designed and attractive and can not disseminate all the necessary information to the prospective tourists. Bangladesh tourism also needs to attempt more promotional activities to cope up with the present competition among the destination countries. The country can arrange the more tourist fairs with in the country to attract local tourists and also the foreigners who are already living in Bangladesh. !dvertisement in the local newspapers and the distribution of different printed materials related to Bangladesh tourism may help to serve the purpose. &n addition, participation in the international tourism fairs, distribution of different types of high quality printed materials among the potential foreign touristsN advertisement in some of the international newspapers covering at least the ma#or tourists generating countries to EE
M. Sc. Thesis in Business Administration Bangladesh etc. can be more fruitful for the promotion of the same in Bangladesh. The foreign mission offices abroad of Bangladesh can take the initiatives for encouraging the people to visit Bangladesh. The mutual arrangements with some selected foreign tour operators and providing them incentives can produce more positive result in attracting tourists to the destination of Bangladesh. ,ince the potential tourists need the information regarding the destination%s attraction and facilities in advance, uses of information technology can help to a greater extent to disseminate the information among the prospective tourists. Bangladesh tourism can take the initiatives to update its present web page in a well$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..>$.? constituting only ..0? percent of the earnings for the same year. The allocated fund is quite unreasonable to conduct any necessary promotional activity for tourism in the international level. *ue to fund constraints, the operators of tourism now are using the local media which has no effect on the foreign tourists except those who are already living in Bangladesh. The operators also depend on the printed materials like brochures, souvenir, post cards, tourists% maps, folders etc. which have also little impact on foreign tourists because of its low quality and attractivity. &t is necessary to develop the quality of these printed materials to have a positive impact on the prospective tourists and need to lunch effective promotional measures by using media which have international coverage in order to attract the attention of the foreign tourists and persuade them to select Bangladesh as a tourist destination. !t the same the effective use of promotion budget is also essential. The country also suffers from the negative images those have already been created through some international media need to be corrected by lunching extensive and effective promotional measures which again demands more fund allocation for the purpose. !gain, the participation of the private sector in a large scale along with the government sector is necessary for the promoting this backward sector. The private sector%s investment in promoting and developing this will be an added wing in the overall efforts of achieving the target from this sector.
;..
M. Sc. Thesis in Business Administration ,o, the concern authority needs to give priority and adopt necessary effective promotional measures in order to attract a significant number of foreign tourists to visit the country. &n developing strategic promotional approaches, tour$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.
;.;
:eferences
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M. Sc. Thesis in Business Administration 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 ;$;? Engel, (ames ., =oger *. Blackwell, and 4aul H. Miniard 7;EA18, Consumer 4eha8ior, ?th edition, 3hicago' The *ryden 4ress ayed, ). : letcher, (. 70..08 OFlobali2ation of Economic !ctivity' &ssues for Tourism% 2ourism ?.onomi.s, 5ol. A, 6o. 0 ill, 3hris 7;EEE8 Mar9etin5 Communi.ations= Conte+t/ Content and Strate5ies, 0nd edition, 4rentice )all Europe
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M. Sc. Thesis in Business Administration rechtling, *. 3. 7;EE>8 !ssessing the &mpacts of Travel and Tourism' &ntroduction to Travel Economic &mpact Estimation, &n travel, 2ourism and 6os,itality 3esear.h, (. =. B. =itchie and 3. =. Foeldner 7eds8, 6ew Mork, (ohn Hiley and ,ons, &nc. Fammack, (ohn 70..?8 Tourism and Media, 0nnals o1 2ourism 3esear.h, 5ol. <0, 6o. > Filbert, *.3. 7;EAE8 Tourism Marketing$&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$0 )olloway, (. 3hristopher and 3hris, =obinson 7;EE?8 Mar9etin5 Aor 2ourism, Third Edition, Congman Froup Cimited, England )olloway, (. 3. 70..08 2he 4usiness o1 2ourism, !ddison Hesley )arlow' Congman, ?th edition )ossain, Md. !f#al : )ossain, Md. (akir 70..08, Marketing 4romotion ,trategies of the Tourism &ndustry in Bangladesh' !n Empirical ,tudy of ,ome ,elected Tour Bperators, So.ial S.ien.e 3e8ie;, 5ol. ;E, 6o. 0 )ossain, Md. !f#al 7;EEE8 Marketing of Tourism &ndustry in Bangladesh' !n Empirical ,tudy of 4erformance and ,trategies, 9npublished 4h.*. Thesis, 9niversity of 4une, &ndia, )ossain, Md. !f#al and iro22aman, M. 70..<8 ,trategic 4romotion !pproaches to *eveloping Tourism in Bangladesh' !n Empirical ,tudy of ,ome ,elected Tour Bperators, =esearch Book, 4ureau o1 4usiness 3esear.h/ 9niversity of *haka, Bangladesh &ngram, )adyn 70..<8 3ultural Tourism' The 4artnership between Tourism and 3ultural )eritage Management, -nternational Journal o1 Contem,orary 6os,itality Mana5ement/ 5ol. ;?, 6o. /
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M. Sc. Thesis in Business Administration &slam, Mohammed =afiqul 70..?8 ! 3ontext !nalysis of 3ustomer satisfaction in ,ervices, unpublished Master Thesis, BT), ,weden &vanovic, !. and 3ollin, !. ). 7;EE18, Di.tionary o1 Mar9etin5, 4eter 3ollin 4ublishing, ,econd Edition &wasaki, Moshi and )avit2, M. E. 70..>8 Examining =elationships between Ceisure &nvolvement, 4sychological 3ommitment and Coyalty to a =ecreation !gency, Journal o1 >eisure 3esear.h, 5ol. <1, 6o. ; (uniu, ,usana 70...8 *ownshifting' =egaining the Essence of Ceisure, Journal o1 >eisure 3esear.h/ 5ol. <0, 6o. ; +ale, ,udhir ). and Heir, M. +atherine 7;EA18 Marketing Third Horld 3ountries to the Hestern Traveller' The 3ase of &ndia, Journal o1 2ra8el 3esear.h, 5ol. GG5, 6o. 0 +amal, !. Saman 7;EE08 The ,undarbans D ! )idden Fold Mine, 2he 4an5ladesh Monitor, 5ol. ;, 6o. ;?, 7March ;1$<;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. < ;.?
M. Sc. Thesis in Business Administration 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
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M. Sc. Thesis in Business Administration 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$!pril8
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M. Sc. Thesis in Business Administration ,pinelli, Michael ! and 3anavos, Feorge 3 70...8 &nvestigating the relationship between employee satisfaction and guest satisfaction, Cornell 6otel and 3estaurant 0dministration Quarterly/ 5ol >;, &ssue 1 ,turma, M. 7;EEE8' 4ackaging 4olynesia%s &mage, 0nnals o1 2ourism 3esear.h, 5ol. 01 ,ung, ). ) 70...8 !n !nalysis of the !dventure Travel Market' rom 3onceptual *evelopment to Market ,egmentation, 9npublished 4h. *. Thesis, 4urdue 9niversity, 9,! ,ung, ). )., Morrison, !. M. and B%Ceary, (. T 7;EE/8 *efinition of !dventure Travel' 3onceptual ramework for Empirical !pplication from the 4roviders% 4erspective, 0sia 7a.i1i. Journal o1 2ourism 3esear.h, 5ol. 0, 6o. ; Talukdar, !roop 7;EE/8 +uakata D The 6atural Treasure$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
M. Sc. Thesis in Business Administration 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,
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;;.
M. Sc. Thesis in Business Administration 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 encyclopedia 1 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 ;;;
M. Sc. Thesis in Business Administration 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$0..>8, available from' http'""www. bangladeshtourism. gov.bd"0..1ZresourceZcenterZforeignZsh<.php 7accessed 0A..0..18
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Inde3
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!dvertising...................................................................0E
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Baldha Farden..............................................................>. Bishwa &stima...............................................................>> Buddha 4urnima...........................................................>?
3
3hristmas......................................................................>?
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*irect Marketing..........................................................<; *ulaha2ra ,afari 4ark...................................................>; *urga 4u#a....................................................................>?
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Edi$ul$ itre...................................................................>> Eid$e$Miladunnabi........................................................>> Eid$ul$!2ha..................................................................>>
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)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
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Temples and Monastery................................................>0
5
5ictory *ay..................................................................>>
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Appendices
Appendix I Questionnaire
?Please take 7) minutes to fill in this Auestionnaire@ A. A$out the :es-ondent Bame: RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR RRRRRRR "esignation6 Position: RRRRRRRRRRRRRRRRRRRRRRRRR =ender: Male 4emaleF Age : RRRRRRRRRRRRRRRRR B. A$out the DrganiCation Bame of the DrganiCation: RRRRRRRRRRRRRRRRRRRRRRRRRRRR Lear of .sta$lishment: RRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR D5nershi-: =overnment DtherRRRRRRRRRRRRRR C. Private
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@
*' ( *' (
Promotional Activities Undertaken ?4romotional activities like advertising, sales promotion, publicity, personal '. "o you think that the -romotional activities selling etc.8 can -lay any role to tourism industryS 7. Khat ty-e of -romotional activities is undertaken $y your organiCation to attract 7 2 8 + the touristsS ?Please mention names according to their -riority@. (. More -romotional activities are needed to 7. develo- the tourism industry in Bangladesh +. 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@
*' (
*' (
9. Khat measures do your organiCation undertakes to attract foreign touristsS ?Please mention according to their im-ortance@ 7. +. 2. *.
;;>
M. Sc. Thesis in Business Administration 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 $riefly -ut for5ard your -ersonal comment?s@ on the use of -romotional activities to tourism industry in Bangladesh.
Appendix II Comparison on Some Selected Factors among the South Asian Countries
4actors of com-arison Bfficial 6ame Bangladesh The 4eople%s =epublic of Bangladesh ,outhern !sia, bordering the Bay of Bengal, between Burma and &ndia Bhutan The +ingdom of Bhutan ,outhern !sia, between 3hina and &ndia India The =epublic of &ndia ,outhern !sia, bordering the !rabian ,ea and the Bay of Bengal, between Burma and 4akistan 0....6, //...E Tropical monsoon in south to temperate in north Iran The &slamic =epublic of &ran Middle East bordering the Fulf of Bman, the 4ersian Fulf and the 3aspian ,ea betwn &raq and 4akistan <0...6, ?<...E Mostly arid or semiarid, subtropical along 3aspian coast Maldives The =epublic of Male% ,outhern !sia, ,outh$,outhwest of &ndia Be-al The +ingdom of 6epal ,outhern !sia, between 3hina and &ndia Pakistan The &sla$mic =ep$ublic of 4akistan ,outhern !sia, bordering the !rabian ,ea, &ndia on the east and &ran : !fghanistan on the west, 3hina in the north <....6, /....E Mostly hot, dry desert, temperate in northwest. Sri <anka The *em ocratic ,ocialist =epublic of ,ri Canka ,outhern !sia, &sland in the &ndian Bcean, south of &ndia
Cocation
0>...6, E....E TropicalN mild winterN humid summer, humid, warm rainy monsoon
0/.<.6, E..<.E Tropical in southern plains, cool winters and hot summers in central valleys.
0A...6, A>...E ,ummers and severe winters in north to subtropical summers and mild winters in south ;>/,;A; ;/1A +athmandu 0/.>0% 6 A?.;E% E 6epalese 6epali 0/.1A 70..? est8 ;E1"km0 >.th 0.;/ I ;..?m"f )indu 7A..1I8
/...6, A;...E Tropical monsoon, northeast monsoon 7*ec$ March8 and southeast monsoon 7(un$ Bct8
!rea 7in km0 8 Mear of &ndependence 3apital 3ity 6ationality Bfficial Canguage Total 4opulation 7in million8 *ensity 4osition in terms of 4opulation 4opulation Frowth =ate ,ex =atio Main =eligion
;>>,... ;E/; *haka 0<.>0% 6 E..00% E Bangladeshi Bangla ;>>.<0 70..? est8 ;,..0"km0 /th 0..EI ;..?m"f Muslim 7A<I8
>/,?... ;E>E Thimpu 0A.0A% 6 AE.<?% E Bhutanese *2ongkhaand English 0.0< 70..? est8 >?"km0 ;<Eth 0.;I ;..?m"f Camaistic Buddist
<,0A/,?E. ;E>/ 6ew *elhi 0A.<>% 6 //.;0% E &ndian )indi, English and 0; other Canguages ;,;E0.0< 70..1 est8 <0E"km0 0nd ;.<AI ;..?m"f )indu 7A..?I8
;,1>A,;E? 6"! Tehran <?.>.% 6 ?;.0?% E &ranian 4ersian 1A.>/ 70..? est8 >;"km0 ;Ath ..A1I ;..?m"f Muslim 7EEI8
<.. ;E1? Male% >.;.% 6 /<.<.% E Maldivian *hivehi ..<? 70..? est8 ;,;/;"km0 ;11th 0.A0I ;..?m"f Muslim
AA.,0?> ;E>/ &slamabad <<.>.% 6 /<.;.% E 4akistani 9rdu and English ;1<.EE 70..1 est8 ;A1"km0 1th 0..EI ;..?m"f Muslim 7E/I8
1?,1;. ;E>A ,ri (ayewardenepura 1.?>%6 /E.?>% E ,ri Cankan ,ihala and Tamil 0...1 70..? est8 <.?"km0 ?<rd ../AI ;..?m"f Buddhist 71E.;I8
7/?I8 Citeracy =ate F*4 74448 F*4$ real growth rate F*4 per capita 74448 in 9,J )*& 70..< est8 3urrency Exchange rate 7 ;9,J K8 &nflation =ate 6o. of !irports Main 4orts and Terminals Time Sone 3alling 3ode ><.;I 70..< est8 J0A. billion 70..? est8 ?.>I 70..? est8 J;A/? 70..? est8 ..?0. 7;<Eth8 $ medium Taka 7B*T8 B*T 1>.<0 70..? est8 1./ I 70..? est8 ;1 3hittagong and Mongla B*T 79T3W18 WAA. >/I 70..< est8 J0.E;< billion 70..? est8 ?.<I 70..? est8 J<,<<. 70..? est8 ..?<1 7;<>th8 $ medium 6gultrum 7BT68 BT6 >>.;. 70..? est8 < I 70..0 est8 0 $ ?E.?I 70..< est8 J <.1/A trillion 70..? est8 /.1I 70..? est8 J <,>.. 70..? est8 ..1.0 7;0/th8 $ medium =upee 7&6=8 &6= >>.;. 70..? est8 >.1I 70..? est8 <<> 3hennai, )aldia, +olkata, Mumbai, 6ew Mangalore &,T 79T3W?'<.8 WE; /E.>I 70..< est8 J ?1..<? billion 70..? est8 1.<I 70..> est8 JA..1? 70..? est8 ../<1 7EEth8 $ medium =ial 7&==8 &== A.1; 70..> est8 ;?.?I 70..> est8 <.? !ssaluyeh, Bushehr Male% E/.0I 70..< est8 J ;.0? billion 70..0 est8 0.<I 70..0 est8 J <,E.. 70..0 est8 ../>? 7E1th8 $ medium =ufiyaa 7M5=8 M5= ;0.A 70..> est8 ;I 70..0 est8 ? 6! >?.0I 70..< est8 J >0.;/ billion 70..? est8 0.?I 70..? est8 J ;,?.. 70..? est8 .. ?01 7;<1th8 $ medium =upee 764=8 64= /;.</ 70..? est8 /.AI 70..? est8 >A >A./I 70..< est J <A?.0 billion 70..? est8 /.AI 70..? est8 J 0<AA 70..? est8 ..?0/ 7;<?th8 $ medium =upee 74+=8 ?E.?0 70..? est8 E.0I 70..? est8 ;<> +arachi, 4ort Muhammad Bin @uasim 4,T 79T3W?8 WE0 E0.<I 70..< est J A1./0 billion 70..? est8 ?I 70..? est8 J >,<.. 70..? est8 ../?; 7E<rd8 $ medium =upee 7C+=8 C+= ;...?. 70..? est8 ;;.0I ;1 3olombo, Falle
79T3W<'<.8 WEA
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,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
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Calculation of Average Cost of Air Ticket ?T5o 5ays@ from !eathro51 U# to Some Selected "estinations
4rom )eathrow, 9+ To *haka, Bangladesh Bhutan 7Bhu#, &ndia8 Bombay, &ndia +olkata, &ndia Tehran, &ran &slamabad, 4akistan Maldives +athmandu, 6epal 3olombo, ,ri Canka Amount J 7;0;0./.WE?;.// 8"0 J 7^ W;;.0.?A8"0 J 7;..AW/>>.<;8"0 J 7;.??.>.W;.??.<?8"0 J 7E<A.AAW1.<.;. 8"0 J 7;;.;.0.WA0E.01 8"0 J 7;.<<.?0W E?;.A.8"0 J 7;00?.<<W;;;E.?> 8"0 J 7;0>;.1AWE>>.;;8"0 Average ? 7 -erson@ J;.A0.0> J ;;.0.?A JA/1.;1 J;.??.<A J//;... J E1?.0< JEE0.11 J;;/0.>> J;.E0.E.
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*haka, Bangladesh Brussels 7B=98 Mumbai 7Bombay8, &ndia +olkata, &ndia &slamabad, 4akistan Tehran, &ran Bhutan Maldives 6epal ,ri Canka
Cufthansa and Fulf !ir !irways Cufthansa !irways !ir &ndia Emirates
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Cihiniya ,urf )otel, Bentota )oliday &nn, 3olombo )otel 3losenberg, Falle )otel Tangerine Beach Frand Briental )otel, 3olombo
Calculation of Total Costs of !otel6Accommodation for a 7) "ays Tour ?in USM@ in Some Selected South Asian Countries Bame of the Iisitor !otel :anking country Category * Star + Star 8 Star
Bangladesh &ndia &ran Maldives 6epal 4akistan ,ri Canka &ndividual ,tandard amily &ndividual ,tandard amily &ndividual ,tandard amily &ndividual ,tandard amily &ndividual ,tandard amily &ndividual ,tandard amily &ndividual ,tandard amily ;// x ; x ;. K ;//. ;// x 0 x ;. K <?>. 0/E x ; x ;. K 0/E. 0E;x 0 x ;. K ?A0. ;./ x ; x ;. K ;./. ;<E x 0 x ;. K 0/A. <;E x ; x ;. K <;E. <<> x 0 x ;. K 11A. ;?; x ; x ;. K ;?;. ;1> x 0 x ;. K <0A. 00? x ; x ;. K 00?. 0>; x 0 x ;. K >A0. ;<> x ; x ;. K ;<>. ;<A x 0 x ;. K 0/1. ;;> x ; x ;. K ;;>. ;<A x 0 x ;. K 0/1. ;.E x ; x ;. K ;.E. ;;/ x 0 x ;. K 0<>. E> x ; x;. K E>. ;;0 x 0 x ;. K 00>. ;A> x ; x ;. K ;A>. 00< x 0 x ;. K >>1. A/ x ; x ;. K A/. ;.. x 0 x ;. K 0... E> x ; x ;. K E>. ;.E x 0 x ;. K 0;A. /? x ; x ;. K /?. A> x 0 x ;. K ;1A. E. x ; x ;. K E.. ;.. x 0 x ;. K 0... E; x ; x ;. K E;. ;.. x 0 x ;. K 0... A. x ; x ;. K A.. ;./ x 0 x ;. K 0;>. ;<0 x ; x ;. K ;<0. ;>E x 0 x ;. K 0EA. ?> x ; x ;. K ?>. 1< x 0 x ;. K ;01. 10 x ; x ;. K 10. /? x 0 x ;. K ;?.. /< x ; x ;. K /<. 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 Iisitor !otel :anking country Category * Star + Star 8 Star
Bangladesh &ndia &ran Maldives 6epal 4akistan ,ri Canka &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple ;// x ;. K ;//. ;// x ;. K ;//. 0/E x ;. K 0/E. 0E; x ;. K 0E;. ;./ x ;. K ;./. ;<E x ;. K ;<E. <;E x ;. K <;E. <<> x ;. K <<>. ;?; x ;. K ;?;. ;1> x ;. K ;1>. 00? x ;. K 00?. 0>; x ;. K 0>;. ;<> x ;. K ;<>. ;<A x ;. K ;<A. ;;> x ;. K ;;>. ;<A x;. K ;<A. ;.E x ;. K ;.E. ;;/ x ;. K ;;/. E> x ; x;. K E>. ;;0 x ;. K ;;0. ;A> x ;. K ;A>. 00< x ;. K 00<. A/ x ;. K A/. ;.. x ;. K ;... E> x ;. K E>. ;.E x ;. K ;.E. /? x ;. K /?. A> x ;. K A>. E. x ;. K E.. ;.. x ;. K ;... E; x ;. K E;. ;.. x ;. K ;... A. x ;. K A.. ;./ x ;. K ;./. ;<0 x ;. K ;<0. ;>E x ;. K ;>E. ?> x ;. K ?>. 1< x ;. K 1<. 10 x ;. K 10. /? x ;. K /?. /< x ;. K /<. A0 x ;. K A0.
Total Costs of !otel6Accommodation for a 7) "ays Tour ?in USM@ in Some Selected South Asian Countries Bame of the Iisitor !otel :anking country Category * Star + Star 8 Star
Bangladesh Bombay, &ndia +olkata, &ndia &ran Maldives 6epal 4akistan ,ri Canka &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple &ndividual 3ouple ;//. ;//. 0/E. 0E;. 0/E. 0E;. ;./. ;<E. <;E. <<>. ;?;. ;1>. 00?. 0>;. ;<>. ;<A. ;;>. ;<A. ;.E. ;;/. ;.E. ;;/. E>. ;;0. ;A>. 00<. A/. ;... E>. ;.E. /?. A>. E.. ;... E;. ;... E;. ;... A.. ;./. ;<0. ;>E. ?>. 1<. 10. /?. /<. A0.
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Appendix
Bame of the !otel and Category of the :oom )otel ,haibal !3 Twin Bed H"B 7Belcony8 !3 Twin Bed =oyal !3 ,uite 3onference )all Motel 9pal 6on !3 Twin Bed !c Motel 4robal 6on !3 Twin Bed Economy =oom
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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 !otel Total fare cost ?8@ U ?7@ ?2@ ?7@O?2@ Air fare and + star !otel cost !otel cost Total ?+@ ?*@ U ?7@ O ?+@ Air fare and 8 star !otel cost !otel cost Total ?'@ ?(@ U ?7@ O ?'@
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to &slamabad, 4akistan rankfurt, Fermany to, 3olombo, ,ri Canka ^. light is not available