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
The Use of Promotional Activities in the Tourism Industry: The

Case of Bangladesh
By
Md. Jakir Hossain Dr. Klaus Solberg Søilen
ID # 670504-P777 Academic Supervisor
E-mail: mjho05@student.bth.se
hossainj67@yahoo.com
Date: 07 June, 2006
Abstract
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. Failure of doing so by a particular marketer will
lead to a less competitive in the world tourism market.
As 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 enjoyable. As 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. As 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. In addition to that the
low quality of promotional materials, improper distribution of the materials, the
perceived negative image by the potential tourists due to a wrongful and negative
reporting from international media adversely affect the tourism of Bangladesh.
The research also revealed that the country has a positive trend in arrivals and earnings
and it can be increased to a singnificant level if the country can undertake appropriate
promotion measures by increasing the allocation for this purpose. The country also
II
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 major
contributors to the national economy of Bangladesh.
III
Executive Summary
Title : The Use of Promotional Activities in the Tourism Industry: The

Case of Bangladesh.
Author : Md. Jakir Hossain
Advisors : Dr. Klaus Solberg Søilen
Course : M. Sc. Thesis in Business Administration
Department : School of Management, Blekinge Institute of Technology, Sweden
Date : 07 June, 2006
Purpose : The main purpose of this study is to analyze 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. Considering this view,
the promotional activities undertaken by the tour operators of
Bangladesh have been analyzed to identify the problems and
limitation of the said activities. In addition to that it was attempted
to find out the types of promotional activities most suited for
tourism in Bangladesh. Finally, based on the findings, some
suggestions have been put forwarded to the policy makers of the
concerned authority.
Method : The present research is a combination of both theoretical and

empirical. For the theorical foundation and analysis, the existing
literatures were investigated. The existing literature includes
published journals, periodicals, newspapers, related magazines,
Internet 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.
Findings : It 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. Promotional measures are intended to provide the
information as required by the potential tourists and acts as vital
IV
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. As 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 TV, world renowned newspapers,
magazines and other world coverage media. Due to resource
constraint, the country can not use the international media. As 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. As 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. All 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.
Again 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 Home, Civil Aviation,
V
Communication, Health, Planning etc. which need to overcome for
the overall development of the industry. The coordinated efforts can
make the visit more safe, comfortable and enjoyable 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. At the same time the quality of those printed
material is not up to the mark. In addition, the use of information
technology is very negligible. The web page used by BPC 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. It is expected that
Bangladesh can enjoy a positive growth of this industry if proper
steps can be taken at least regarding the promotional aspects.
Keywords : Promotion, Promotion Tools, Tourism Industry, Bangladesh

Tourism, Tourism Development, Tourism Products/Services
VI
Acknowledgement
I am indebted to a number of individuals without whose assistance this research could

not have been completed in time. My first gratitude goes to Anders Nilsson, Program
Administrator, M.Sc. in Business Administration and Dean, School of Management,
Blekinge Institute of Technology (BTH) 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.
I owe a great deal of gratitude to my supervisor Dr. Klaus Solberg Søilen. He 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. He always kept me on task
and pointing out me back to my research objectives. I really appreciate Dr. Klaus
Solberg Søilen, for his patience and high efficiency in guiding me in a proper way in
conducting this research. His friendly guidance and cooperation which is very rare
inspired me to complete the whole work timely. He preserves my special thanks.
The author is also grateful to all other teachers of School 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
School for their nice cooperation during the whole study.
The author would like to convey the thanks to the authority of Bangladesh Parjatan
Corporation (BPC) for providing necessary data and related literature. Special thanks to
one of my friends Dr. Md. Kamal Uddin, Associate Professor (Marketing) of the
University Dhaka, Bangladesh for extending his nice cooperation in questionnaire
survey. At the end, thanks to my family members who have been waiting for a long
time for my presence.
VII
Dedication
To my beloved sons
M. Shafwan Jarif
&
M. Shafwan Javid
VIII
Table of Contents
Chapter 1 Introduction......................................................................................1
1.1 Introduction...........................................................................................................1
1.2 Importance of the Study........................................................................................3
1.3 Research Areas......................................................................................................3
1.4 The Research Problems.........................................................................................4
1.5 Research Questions...............................................................................................5
2.1 The Nature of the Study .......................................................................................7
2.2 Source of Data and Data Collection Procedure.....................................................7
2.3 Population and Sample Size of this Study............................................................8
2.4 Organization of the Study.....................................................................................8
2.5 Literature Review..................................................................................................8
Chapter 3 Theoretical and Conceptual Framework.....................................14
3.1 Defining Tourism and its Related Terms............................................................14
3.1.1 Tourism – Meanings and Scope..............................................................................14
3.1.2 Tourist Attractions – Meanings..............................................................................18
3.2 Travelling- Meanings..........................................................................................19
3.3 Service - Meanings and Characteristics..............................................................20
3.4 Recreation - Meanings........................................................................................22
3.5 Meaning of Leisure ............................................................................................23
3.6 Different Types of Tourism.................................................................................24
3.6.1 Adventure Tourism ................................................................................................24
3.6.2 Agritourism ............................................................................................................25
3.6.3 Ecotourism .............................................................................................................25
3.6.4 Heritage Tourism ...................................................................................................26
3.6.5 Sex Tourism ...........................................................................................................26
3.6.6 Space Tourism.........................................................................................................26
3.6.7 Cultural Tourism.....................................................................................................27
3.6.8 Alternative Tourism................................................................................................27
3.6.9 Geotourism..............................................................................................................28
3.6.10 Benefit Tourism....................................................................................................28
3.7 Promotion – Meaning and Forms........................................................................28
Chapter 4 Product Specification: Tourist Attractions in Bangladesh.........32
4.1 Introduction- Geographical Location of Bangladesh..........................................32
4.2 Seasons and Climate...........................................................................................32
4.3 Tourism Attractions/Spots of Bangladesh...........................................................33
4.4 Sea Beaches as the Tourism Attractions in Bangladesh......................................34
4.5 Archaeological Sites............................................................................................34
4.6 Historical Places and Cultural Heritage..............................................................35
4.6.1 Historical Places......................................................................................................36
4.6.2 Monuments..............................................................................................................36
4.6.3 Historical Buildings................................................................................................36
4.6.4 Museums.................................................................................................................37
IX
4.6.5 Dances, Art and Music............................................................................................37
4.7 Forest, Gardens and Parks...................................................................................38
4.7.1 Forests.....................................................................................................................38
4.7.2 Gardens and Parks...................................................................................................39
4.8 Sanctuaries..........................................................................................................41
4.8.1 Mosques...................................................................................................................41
4.8.2 Tombs and Shrines and Churches...........................................................................42
4.8.3 Temples and Monastery .........................................................................................42
4.9 Fairs and Festivals...............................................................................................43
4.10 Hills, Rivers, Lakes and Island..........................................................................45
4.11 Economic Importance of Tourism.....................................................................45
4.12 Perception or Image of Bangladesh as a Tourist Destination ...........................52
4.12.1 Tourists’ Impressions on the Price of Some Important Tourism Components....54
4.12.2 Effectiveness of Promotional Measures of Bangladesh Tourism Industry..........55
4.13 Statistics on Tourist Arrivals and Earnings.......................................................57
4.13.1 World Tourist Arrivals and Receipts....................................................................57
4.13.2 International Tourist Arrivals and Earnings by Regions......................................58
4.13.3 International Tourist Arrivals and Earnings in Asia by Sub-Regions.................60
4.13.4 International Tourists Arrivals and Earnings in South Asian Countries..............62
4.13.5 Total Tourist Arrivals in Bangladesh...................................................................64
4.13.6 Foreign Exchange Earnings from Tourism and Travels in Bangladesh..............66
4.13.7 Tourists Arrivals from SAARC Countries to Bangladesh...................................66
Chapter 5 Empirical Analysis of the Study....................................................68
5.1 Introduction- Promotion in Tourism Marketing .................................................68
5.2 Promotional Activities Used in Bangladesh for Tourism Marketing..................70
5.3 A Brief Overview/Profile of Some Selected South Asian Countries .................73
5.4 Transportation, Accommodation, Food and Drinks............................................73
5.4.1 Transportation in Tourism......................................................................................74
5.4.2 Accommodations/ Hotels in Tourism.....................................................................75
5.4.3 Food and Drinks......................................................................................................76
5.4.4 Estimated Cost for a Visit/Travel...........................................................................77
5.5 Important Findings from the Existing Literature and Experience Presented as
Syllogisms.................................................................................................................78
5.6 Important Remarks Based on Existing Literature and Empirical Study.............84
5.7 Analysis of Respondents Responses...................................................................86
5.7.1 Tour Operators ......................................................................................................86
5.7.2 Type of Promotional Activities Undertaken in Bangladesh Tourism....................88
5.7.3 Methods of Determining Promotion Budget..........................................................88
5.7.4 Comment on the Amount Spend on Promotion.....................................................89
5.7.5 Effectiveness of the Promotional Activities Undertaken.......................................89
5.7.6 Attitude toward the Role of Promotional Activities ..............................................90
5.7.7 Attitude toward the Promotional Activities to Develop the Tourism Industry......90
5.7.8 Tourism Season and Promotional Activities Undertaken by the tour Operators...91
5.7.9 Overall Opinions of the Respondents on Promotional Activities of Bangladesh
Tourism ..................................................................................................................91
5.7.10 Suggestions from the Tour Operators...................................................................92
Chapter 6 Recommendations and Conclusion...............................................94
X
6.1 Introduction.........................................................................................................94
6.2 Recommendations for Managerial Implications.................................................94
6.3 Conclusion .........................................................................................................97
6.4 Direction for Further Research..........................................................................100
References ......................................................................................................101
Index................................................................................................................112
Appendices......................................................................................................113
Appendix I Questionnaire.......................................................................................113
Appendix II Comparison on Some Selected Factors among the South Asian
Countries.................................................................................................................115
Appendix III Details of Air fare..............................................................................117
Appendix IV Details of Accommodation Cost ......................................................120
Appendix V Hotel and Motel owned by BPC.........................................................127
Appendix VI Total Cost of a Tour for 10 Days from Selected Destinations to some
Selected South Asian Countries..............................................................................129
XI
List of Tables
XII
Glossary of Abbreviations
BPC: Bangladesh Parjatan Corporation

GDP: Gross Domestic Product
NTO: National Tourism Organization
OECD: Organization for Economic Cooperation and Development
PATA: Pacific Asian Travel Association
SAARC: South Asian Association for Regional Cooperation.
TOAB: Tour Operators’ Association of Bangladesh
UNSC: United Nations Statistical Commission
USTTA: United States Travel and Tourism Administration
VTC: Virginia Tourism Corporation
WTTC: World Travel and Tourism Council
XIII
M. Sc. Thesis in Business Administration
Chapter 1 Introduction
1.1 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
amazing. Many countries in the world depend upon tourism as a main source of foreign
exchange earnings. According to the World Tourist Organization (WTO), while 448.5 million
tourists moved throughout the world during the year 1991 (Quoted by Davidson, 1994)1, about
593 million tourist arrivals were recorded during 1996 registering a 4.6% increase over 1995
(Bhattacharya, 1997)2 and 32.22 percent growth in five years. The World Tourism Organization
recorded a total number of 763 million international tourist traffics in 2004 which is 10.58%
higher than previous year and earned US$ 623.00 billion which shows an increase of 18.89%
over 2003 (WTO, 2005).3 Tourism continues to surge as a world economic force,
contributing nearly $5.5 trillion to the world’s economy in 2004 (Wagner,
2005).4 The increasing trend of tourist arrivals and earnings is continuing. In 2005, the world
tourist arrivals rose to 808 million. The World Tourism 2020 Vision forecasted that this figure
will be 1,006.4 million in 2010 and the same will reach to 1,561.1 million in 2020. This
continued growth in tourism business through out the world is encouraging and nations are
becoming more concern to attract more tourists to their own destinations and trying to
promoting this sector as a major source for the economic development of the nation.
Bangladesh is of no exception from this. The country is trying from the inception of this
industry to attracting more tourists to its destinations and to earn more foreign currency from
this sector. The statistics on this sector shows that both the arrivals and earnings from tourism in
Bangladesh have increased over the past. Statistically it may reflect an impressive profile but in
a true sense the picture is somewhat different. In terms of global increasing trend in both the
number of tourist arrivals and the earnings from tourism, the same in Bangladesh is very
insignificant. Even in consideration of the positions of the neighbouring countries, Bangladesh
is far behind in this respect. In 2004 about 271,270 foreign tourists visited Bangladesh during
the year and the country earned about Tk5. 3967.56 million (US$ 66.82 million) from this sector
in the same year (BPC, 2005).6 Though tourism industry and its market have grown
phenomenally worldwide, the industry and its market have not grown in Bangladesh. Lack of
proper/sufficient promotion is one of the major 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.
1
Davidson (1994), p. 10
2
Bhattacharya, H. K. (1997), pp. 54-69
3
WTO (2005), UNWTO Tourism Highlights (online), accessed 18.05.06
4
Wagner, Cynthia G (2005), p. 14
5
Presently $1= Tk. 69
6
BPC (undated), online, accessed 27.02.06
1
Marketing promotion includes all means of conveying the message about a product or service to
potential customers by using publicity or sales campaign or TV commercial or free gift etc
(Ivanovic and Collin, 1996).7 Promotion is regarded as one sub-category of the marketing mix
elements. According to Kotler et al (1999)8 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. One 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. Sales promotion refers to a vast range of novelty items that can
carry promotional messages or a visual representation of the products or services. It includes in-
store promotions such as two-for-the-price-of-one, 10 percent off, free gifts, redeemable
coupons, competitions or money-back for returning so many bottle-tops or labels (Hackley,
2005).9 Sales promotion can be used to dramatize the offers of BPC. Researcher 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. As 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 (Hossain & Hossain,
2002).10 Bangladesh Parjatan Corporation (BPC), the only public sector tour operator in
Bangladesh spent Tk. 7.935 million in 1995-96 which rose to TK. 10.413 in 2004-05 for
promotional activity which is only 0.71% and 0.23% of its earning respectively. On the other
hand the Virginia Tourism Corporation (VTC) generates a return-on-investment of $4 for every
dollar spent promoting Virginia's tourism and for every one dollar spent in advertising returns
almost four dollars in taxes to Virginia (Tourism in Virginia, 2002-2003).11 According to the
latest Longwoods International report Colorado Travel Year 2003, more than 3.8 million people
visited Colorado in 2003 as a direct result of the state’s tourism promotion, resulting in a $65.5
million boost in state and local taxes and without aggressive tourism promotion, the additional
revenue would not have been realized (Tourism and Advertising, undated).12
In the face of stiff competition among the destination countries, effective promotional measures
are essential for the development of the industry. Bangladesh Parjatan Corporation or
Bangladesh tourism could not meet this requirement due to lack of needed fund along with the
absence of decision-makers’ foresightedness. As a result, this sector and its market have failed
to grow properly not merely because it lacks enough attractions and facilities. But time has not
yet past over. Still there are lots of scopes and opportunities if Bangladesh attempts to highlight
it as a tourist destination to the potential tourists properly through an effective promotional
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. Considering 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, and prescribe necessary policy
measures for effective promotional actions for the industry in Bangladesh.
7
Ivanovic, A. and Collin, A. H. ( (1996), p. 166
8
Kotler, Philip; Wong, Veronica; Saunders, John; and Armstrong, Gary (2005), p. 34
9
Hackley, Christopher (2005), p. 115
10
Hossain, Md. Afjal and Hossain, Md. Jakir (2002), p. 302
11
Tourism in Virginia (2002-03), online, accessed 25.03.06
12
Tourism and Advertising (undated), online, accessed 25.03.06
2
1.2 Importance of the Study
Tourism is the fastest growing and single largest industry in the world. Tourism as a multi-faced
industry is playing pivotal role in the global as well as in the individual economic perspective.
In the year 1950, the international tourist arrivals were 25.2 (Hossain and Firozzaman, 2003)13
which rose to more than 800 million in the year 2005 and in 1950, the world tourism earning
was US$ 2.1 billion and the same stood at US$ 623 in 2004 (WTO, 2005).14 The World
Tourism Organization forecasted that in the year of 2010, the total world tourist arrivals will be
1,006.4 million and it will increase to 1,561.1 million in 2020 and the figure of the same for
South Asia will be 10.6 million and 18.8 million in the year of 2010 and 2020 respectively and
at the same time WTO forecasted that the number of tourist arrivals in Indian Ocean
destinations will be 91.544 million and 179.249 in the year 2010 and 2020 respectively and the
figure of the same in Bangladesh will be 0.255 million and 0.415 million in the corresponding
years (WTO, 2000).15 Shamim (2000)16 showed according to WTO forecast that the earnings
from tourism will rise to US$ 2 trillion a year by 2020.
The tourism industry of Bangladesh is of no exception from this. It can play an important role to
contribute in the national economy of the country. In view of several holy shrines in the country
there is the prospect of attracting millions of tourists to the country. But full potential of tourism
could not be used largely due to inadequate and ineffective promotional activities of the
industry. Institutional framework for attracting tourists has been in existence for more than three
decades, but various institutions promote Bangladesh tourism with little coordination. This is
construed to be one of the major hurdles adversely affecting the promotional activities and the
resultant growth rate of the tourism industry in the country. It is of utmost importance to
examine the special features of tourism firms' promotional activities and suggest how to
improve those activities in order to attract a reasonably good number of foreign tourists to visit
the country and take their services. So far the researcher knows no comprehensive study
addressing promotional aspects of the industry in Bangladesh has been conducted yet by
anyone. Even a very few studies are available related to the issue of tourism marketing in
Bangladesh. As tourism industry in Bangladesh has failed to undertake adequate and effective
promotional activities due to policy guidelines, resource constraints, and they lack of marketing
orientation, hence, a study on this area is essential to uncover the relevant facts. It is also
expected that the findings and analysis of this study will help formulate appropriate promotional
measures and thus motivate effectively more potential foreign tourists to visit Bangladesh as
well as to contribute the economy of the country. At the same time, this study may be helpful
for the policy-makers of the country to devote their attention to the issue of the segments of the
tourism market that they wish to attract.
1.3 Research Areas
On the basis of the research problem, the proposed study will mainly attempt to concentrate on
the following areas:
A. To study the current development trends of the tourism industry in Bangladesh;
13
Hossain, Md. Afjal and Firozzaman, M. (2003), p. 4
14
WTO (2005), online, accessed 18.05.06
15
WTO (2000), p. 60
16
Shamim, Ehsan (2000), p. 5
3
B. To examine the promotional activities undertaken by the different tour operators and
evaluate the role of their activities for the development of this industry;
C. To identify the problems and limitations of promotional activities undertaken by the

above mentioned tourism firms; and
D. To prescribe necessary policies and managerial implications of the tour operating

firms in Bangladesh in light of findings and current theory in the field.
1.4 The Research Problems
Tourism marketing is gaining importance all over the world. ‘The marketing of tourism in Third
World countries is increasingly common and the fastest growing destinations are in these
regions and increasingly the focal points for development and marketing of new, adventurous
and exotic tourist destinations. As a result, most of the fastest growing tourism regions are in
the Third World countries which continue to grow and, correspondingly, the promotion of these
regions is increasingly popular and important’ (Echtner and Prasad, 2002).17 Currently,
about 30% of all international tourist arrivals are in the Third World and this
proportion has nearly tripled over the past 20 years (WTO, 1999). 18 However,
over the last few decades, there has been mounting criticism of the portrayal of these
destinations and their people in promotional materials (Britton, 1979; Mohamed, 1988; Cohen,
1989; Crick, 1989; Selwyn, 1993; Silver 1993; Cooper, 1994; Wilson 1994; Dann, 1996a, b;
Morgan and Prichard, 1998; Sturma 1999 as cited in Echtner, 2002).19 Major part of these
criticism trace to the unique marketing situation that characterises the promotion of tourism in
the Third World.
Considerably less has been written on Third World tourism marketing and there are a few
notable articles that generally address the issues of marketing Third World destinations (Britton,
1979; Silver, 1993)20 as well as several studies that critically examine specific sets of Third
World tourism promotion (Cohen, 1989; Cooper, 1994, Dann, 1996b; Mohamed, 1988; Morgan
and Pritchard, 1998; Oppermann and McKinley, 1997; Selwyn, 1993;).21
Bangladesh as a third world country has the lacking of proper study and attention on tourism
promotion. As a result, though the tourism industry of Bangladesh has a bright prospect and
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. Patwari
(1993)22 emphasized to eliminate this organizational 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
17
Echtner, C. M. and Prasad, P. (2003), pp. 660-682
18
WTO (1999), Madrid
19
Echtner, C. M. (2002), p. 413
20
Briton, R. (1979), pp. 318-319 and Silver, I. (1993), pp. 302-318
21
Cohen, E. (1989), pp. 30-61; Cooper, D. (1994), pp. 144-160; Dann, GSM (1996b), pp. 61-81; Mohamed, M.
(1998), pp. 558-561; Morgan, N. and Prichard, A. (1998), UK: Wiley; Oppermann, M. and McKinley, S.
(1997), CAB International: Wallingford, pp. 117-127 and Selwyn, T. (1993, Routledge: London, pp. 117-137
22
Patwari, Col (Rtd) Bazlul Gani (1993), pp. 28-29
4
fruitfully in a country like Bangladesh. Pannell Kerr Forster Associates’ Report (1988)23 blamed
that the BPC 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. Hossain (1999)24 pointed out that a very few studies have addressed the
promotional aspects even the marketing aspects of tourism in Bangladesh. Only 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 (Hossain and Hossain,
2002).25 Hasan (1988)26 pointed out that the promotional activities undertaken by the
Bangladesh Parjatan Corporation (BPC) is awfully inadequate to cover the main tourist
generating countries and suggested for developing more dynamic promotion tool. He also
blamed in another study that the BPC’s present promotion strategy with folders and posters is
not satisfactory and would not produce any result (Hasan, 1990).27 Review 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.
As noted by Adams (1984)28 and Reimer (1990),29 a remarkable marketing situation

characterizes Third World tourism promotion, that is, these destinations are most often
promoted by multinational tour operators, travel agencies, and other intermediaries with origins
in the First World. The primary targets of these marketing efforts are also located in the First
World, as the developed countries are the main generators of tourists (Echtner & Prasad,
2003).30 This situation creates a marketing system whereby the majority of the images used to
represent Third World tourism destinations are selected by First World 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 World that are being
created from a primarily First World perspective (Echtner 2002).31
In 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. As 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.
1.5 Research Questions
The overall objective of the research is to increase the knowledge based of the promotional
activities. The empirical research questions are as defined:
23
Pannell Kerr Forster Associates (1998), Chapter-3, p. 1 and Chapter – 12, p. 9
24
Hossain, Md. Afjal (1993), p. 13
25
26
Hasan, Syed Rashidul (1988), pp. 19-32
27
Hasan, Syed Rashidul (1990, a), pp. 1-4
28
Adams, K. (1984), pp. 469-485
29
Reimer, G. (1990), pp. 501-502
30
Echtner, C. M. and Prasad (2003), p. 661
31
Echtner, C. M. (2002), p. 414
5
1. H( 0 ) : There have not been enough studies on the tourism industry in Bangladesh; only a
few literatures is available in this regard.
2. H( 0 ) : The promotional activities undertaken by different tour operators have not been
sufficient; though promotion can play a vital role for the development of the
tourism industry.
3. H(1) : The promotional activities most suited in tourism industry in Bangladesh are NN; an
initiative will be taken through this research to find out what sorts of promotional
activities are suitable for the tourism industry of Bangladesh?
4. H(2 ) : The managerial implication of starting promotion activities NN32 are likely to be
nn33. It will also be attempted if the best suited promotional activities are
undertaken, what impact it may have on the overall growth of the industry.
32
To be filled in, will be the result of further research.
33
Idem.
6
Chapter 2 Research Methodology and Techniques
2.1 The Nature of the Study
Promotional activities can play the significant role for the development of tourism industry.
Tourism in Bangladesh is of no exception from this. Lack of promotional activities is likely to
affects the development of tourism in any country as well as in Bangladesh. But the existing
literature on the promotional aspects of Bangladesh tourism is very rare and even on the
literature covering the marketing aspects of tourism industry in Bangladesh is very limited. As a
result, the study is exploratory in nature. It was assumed that promotion is a vital force for an
effective marketing strategy of tourism products and services. But Bangladesh is far behind
from the realization of the fact and due to that Bangladesh could not take advantage of the full
potential of the sector and which causes not to develop the industry significantly and
expectation which could be and failed to earn sufficient amount of foreign currency. The
present study on the use of promotional activities in Bangladesh tourism industry is an attempt
to highlight the issues related to promotion and put forward some suggestions to what actual
promotional measures are best suited for attracting more tourists to Bangladesh and contribute
more positively to the economy of the country. It was also attempted to identify the promotional
approaches of the industry in Bangladesh.
2.2 Source of Data and Data Collection Procedure
The research has been conducted based on both primary and secondary data. As it was
mentioned earlier that the existing literature on the promotional aspects of Bangladesh tourism
and even on the overall marketing aspects is not adequate, the study was done on the primary
data collected through questionnaire on the use of promotional activities by Bangladesh tourism
industry. Secondary data was also used in this study.
A survey questionnaire was used to collect the primary data from the sample selected for this
study. The five relevant top executives from BPC and 15 private tour operators were
interviewed for the collection of the data. Again, the private tour operators were selected from
the members’ list of Tour Operators’ Association of Bangladesh (TOAB). To collect the
primary data, the researcher took the help from one of his friends working as an Associate
Professor, Marketing), University of Dhaka, Bangladesh. It is worth mentioning here that most
of the tour operators are located in Dhaka and an insignificant number of them are located in
other larger cities of the country. Due to the lake of time and fund, all the tour operators for
interview were selected only from Dhaka- the capital city of Bangladesh.
Secondary data was also used in this study. To collect the secondary data, annual reports of
BPC, related journals, periodicals, newspapers, BPC’s web page etc. were consulted. In
addition to that for literature review and for other theoretical analysis different journals,
periodicals, textbooks, newspapers, internet and other related materials were consulted and used
as references.
7
2.3 Population and Sample Size of this Study
Bangladesh Parjatan Corporation (BPC) – the only National Tourism Organization or

government owned tourism organization in Bangladesh, the private tour operators (only the
members of TOAB) were considered as the population for this study. It was mentioned in the
previous section that a total number of five top executives from BPC and fifteen owners/top
executives from the private tour operators were selected as the respondents for collecting the
data on the promotional aspects tourism in Bangladesh.
The responses of the respondents interviewed were analysed to gain insights into both
qualitative and quantitative aspects of the promotional activities used by their firms. Both
qualitative and quantitative analysis of the collected data from the respondents’ firms has been
made. In quantitative analysis of the data, conventional statistical tool like percentage, simple
averages etc have been used.
2.4 Organization of the Study
The research was conducted considering the time frame allowed for the study. The whole
discussion of the study has been organized in a systematic way and has presented in six
different chapters. The first chapter includes an introductory discussion covering the
justification of the study, research areas, problems and questions. The second chapter is a
presentation of the research methodology or the procedure of conducting the study. The third
one is on the theoretical discussion on the different terms and issue like- defining tourism and
its related terms, different forms of tourism, literature review, introductory discussion on
promotion etc. Chapter four discusses the product specification or the tourist attractions in
Bangladesh, economic significance of tourism, the perception of the international tourists to
Bangladesh as a tourist destination and the chapter ends with the analysis of statistics on tourist
arrivals and earnings from this sector which mainly focuses on the different aspects like world
tourism and its status, regional arrivals and earnings, position of Asia and South Asia, tourist
arrivals to Bangladesh and earnings from the same, spending of Bangladesh tourism for
promotional activities etc. Chapter five is empirical analysis of the study which includes role of
promotion in tourism marketing, transportation, accommodation and food and drinks in tourism
and also the respondents’ attitudes, views and suggestions about promotion etc. The chapter
contains the conclusion and recommendations based the whole discussion of the study.
2.5 Literature Review
Though there are sufficient amount of literatures highlighting the marketing aspects of tourism,
but a few of them has emphasized on the discussion of the promotional aspects of tourism
marketing. At the same time, the literature attempted to deal with marketing aspects of tourism
is not available enough especially, on the promotional issues of tourism marketing is much
neglected and the literature on the same is very limited. In this study, the literature review
includes the following:
8
Hossain and Hossain (2002)34 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. In 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 emphasized 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. In 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. Without
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 major contributor to the national
economy.
The first International Tourism and Media Conference held in November 24-26, 2004 at
Latrobe University in Melbourne, Australia 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 (Gammack, 2005).35 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. He 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. Research
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 (Ahmed and Krohn, 1992; Mill and Morrison, 1985 as cited in Law et.
al, 2004).36 The authors commented by visiting the official Destination Marketing Organization
Web sites of Korea (http://big5.chinese.tour 2korea.com) and Japan (http://jnto.go.jp/eng), two
of the most visited destinations by Hong Kong travellers that both of these destinations have
developed their Web sites in a way that promote Hong Kong travellers’ favourite activities such
as food, sightseeing and shopping. From 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.
Rita and Moutinho (1992)37 noted that National Tourism Organization (NTO) in any country is
responsible for expanding a country’s incoming tourism and NTO’s main task is to promote the
destination country in the global tourism markets. As a result, NTO has to identify the most
attractive markets - the markets in which its country’s ‘products’ are most competitive,
determine the appropriate amount of promotional budgets, allocating the promotion budget in a
34
Hossain, Md, Afjal and Hossain, Md. Jakir (2002), pp. 301-316
35
Gammack, John (2005), pp. 1148-1149
36
Law, Rob; Cheung, Catherine and Lo, Ada (2004), p. 361
37
Rita, Paulo and Moutinho, Luiz (1992), pp. 3-8
9
way so that the greater effectiveness can be achieved, what type of promotional message is
appropriate to convey for attracting the potential tourists. For 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 emphasized on the ideas
that should be grown and improved over a period of years to realize 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. In addition to that NTO should have a well plan for promotional activities for
achieving the marketing objectives which requires deciding on the priorities and goals before
allocating money and resources for promotion to have the better result of the promotional
activities. Finally, 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.
Hasan (1992)38 described the present situation of Bangladesh tourism industry and present
marketing strategies in his research book “Problems and Prospect of Bangladesh Tourism
Industry” has blamed that Bangladesh tourism industry could not achieve the remarkable
progress in comparison to other neighboring (South Asian) countries though the country is
endowed with different tourism attractions. His criticism was concentrated mainly on the failure
of BPC to develop and lunch any dynamic and effective promotional strategy and then he
suggested creating an independent and different organization for performing the marketing
activities of BPC owned tourists spots. In 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.
Ahmed (1996)39 mentioned that possessing outstanding tourism resources is not sufficient to
lure the optimal number of tourists to a tourist destination. According 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. As 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 just 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 emphasized in the segmented promotional programs
which may help a destination to re-emerge from the effects of negative image(s).
38
39
Ahmed, Zafar U. (1996), pp. 37-60
10
Liu and Wall (2006)40 mentioned that tourism is generally used as a tool to stimulate marginal
economies and to promote development through the jobs and incomes that it can foster. Thus,
tourism has emerged in many destinations as a catalyst for socio-economic change. The authors
emphasized 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. In 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. If 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 ‘‘passport to
development’’ and a means to enhance the lives of destination residents.
Siddqui (2005),41 the Marketing Communication Manager, Pan Pacific Sonargaon Hotel,
Bangladesh claimed that though Bangladesh has lots of things for tourism, but the country lacks
in the initiatives to expose it to the potential tourists. He 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. He emphasized on the cooperative efforts of the National Tourism
Organization (NTO) with the private tour operators rather than emerging as the competitor for
the overall development tourism industry. He also concluded that National 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.
Addressing the way to promote Bangladesh as a tourist destination, Chantarachoti (2005)42

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. He also
blamed that though Bangladesh has its abundant potential for growth of tourism industry could
not utilized it properly due to lack of government support as well as the right initiatives of the
country’s NTO to highlight Bangladesh to the eyes of foreigners as a tourist destination instead
of a business destination. Though there are lot of similarities between India and Bangladesh and
even with Nepal, Bangladesh is far behind from the mentioned two other countries due to the
ineffective and insufficient promotional activities. Chantarachoti also claimed that the high
foreign travel tax discourages foreigners to visit Bangladesh. Finally, he also emphasized 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.
40
Liu, Abby and Wall, Geoffrey (2006), pp. 159-170
41
Siddiqui, Imtiaz Ahmed (2005), p. 21
42
Chantarachoti, Nivat (2005), p. 23
11
Mitra (2005)43 described that Bangladesh does not have enough effort to promote the country as
a tourist destination. He argued that Bangladesh has to make aware to the tourists about what to
see, where to stay and what to eat. He emphasized for the development of tourism industry,
Bangladesh need to develop the infrastructure like hotels, resorts, promoting more places and
there should have a link of the government tourism organization with the private sector to boost
up the promotional activities for the same.
In another study Hasan (1990)44 criticized that the present promotional activities undertaken by
BPC is limited with folders and posters which does not produce any satisfactory result. He
opined that folders, posters, accommodation guide, maps, etc could only be effective promotion
tools if the market is established and emphasized that the industry needs to be more concerned
with promotion rather than tourism trade. According to his opinion, the opening of its own
offices at some of the major 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.
Hossain and Firozzaman (2003)45 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 BPC 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. At 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 BPC 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. According to the authors, lack of coordination among the parties related to tourism
sector e.g. Ministry of Civil Aviation and Tourism, BPC, Biman Bangladesh Airlines, tour
operators, travel agencies, hotels, other provides, local authorities and host population also
causes for not developing the industry in Bangladesh. Finally, 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.
Hasan (1988)46 stated that though the promotion of tourism of a country is greatly depend on the
magnitude of publicity, the promotional campaign of BPC is awfully inadequate to cover the
main tourist generating countries. Due to sufferings for fund crisis for promotion activities,
BPC’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, rich and
43
Mitra, A. K. (2005), p. 24
44
Hasan, Syed Rashidul (1990, b), pp. 1-4
45
Hossain, Md. Afjal and Firozzaman, M. (2003), pp. 59-80
46
12
ramified culture etc. He 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 emphasized to
maintain a liaison and meaningful cooperation among various governments, tourist
organizations, travel agencies and tour operators especially among the SAARC countries to
promote the industry effectively.
13
Chapter 3 Theoretical and Conceptual Framework
3.1 Defining Tourism and its Related Terms
There are some conceptual terms related to tourism industry which need to be described here
for a clear understanding. Among these terms, the most important ones are tourism, tourist,
tourist attraction, travelling, service, recreation and leisure which can be stated briefly as:
3.1.1 Tourism – Meanings and Scope
Tourism is an important field of discussion which covers many interrelated areas. As a result,
important elements based on which tourism is built required special attention to define tourism
itself. It was observed from the World Conference on Travel and Tourism in Rome in 1963 that
tourism has both the positive and negative impacts on economy, socio-cultural, political and
environmental. For many nations especially for the developing countries, tourism brings
economic benefits by generating employment opportunities in tourism related different sub-
sectors, earning foreign currency, while United Nations for example consider it as a strong way
of contributing to peace and understanding.
In the old days tourism didn’t exist. But it was started to be known from the very beginning of
human civilization. But most popularly and widely tourism is an invention of the 19 th century- a
period of history which sometimes seems to have stretched out to unnatural length. It is
important to define ‘tourism’ itself for a clear understanding of the term itself. But the fact is
that there is no single definition of the term tourism which is universally accepted.
Academicians and practitioners feel that defining tourism is not an easy task. Even there are
some differences of the outlook among them. For example, some prefer to consider tourism as
an industry, others especially scholars take a different approach. In addition, terms like tourist,
visitor and excursionist are used to describe people involve in tourism covering the various
purposes of travel, leisure, business and short stays. The Ottawa Conference on tourism held in
1991 organized by the World Tourism Organization (WTO) put forwarded some fundamental
recommendations for a meaningful and acceptable definition of tourism. Based on the
recommendations, the definition of tourism which one was endorsed by the WTO in 1992 and
adopted by the United Nations Statistical Commission (UNSC) in 1993 is as (Quoted by
Middleton, 1994)47:
“Tourism comprises the activities of persons travelling to and staying in places outside
their usual environment for not more than one consecutive year of leisure, business and
other purpose.”
Another popular definition was quoted by Goeldner et al (2000)48 as:
47
. Middleton, Victor T. C. (1994), p. 8
48
. Goeldner, C. R., Ritchie, J. R. Brent and McIntosh, R. W. (2000), p. 14
14
“Tourism is the sum of the phenomena and relationships arising from the interaction of
tourists, business suppliers, host governments and host communities in the process of
attracting and hosting these tourists and other visitors.”
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.
Chris (1991)49 mentioned the definition of tourism provided by the British Tourist Authority as:
“a 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.”
Recently, from the discussion at the University of Westminster Third Annual Tourism Forum
on “Optimising Tourism Impacts – Implications for Planning and Management of Destinations”
held in December, 1999, Dalakas (2001)50 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 emphasized 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.
Wikipedia defined tourism as the act of travel for the purpose of recreation and business, and
the provision of services for this act. It also included a more comprehensive definition which
would be that tourism is service industry comprising a number of tangible and intangible
components. According to this definition, the tangible elements include transport systems- air,
rail, road, water and now space; hospitality services- accommodation, foods and beverage,
tours, souvenirs; 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. Sometimes
tourism is also used pejoratively which implies a shallow interest in the societies and place that
the tourist visits.
Though the word tourism retains the idea of “vacation; recreation” 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 “travelling for the purpose of” with little or no suggestion that the person is
actually on holiday (Quinion, undated).51
49
Chris, Ryan (1991), London: Routledge, p. 5
50
Dalakas, Panos (2001), pp. 155-167
51
Quinion, Michael (undated), online, accessed 06.03.06
15
On the other hand, in simple world, tourists are persons who travel from one place to another.
The United Nations Conference on International Travel and Tourism of 1963 provided the
generally accepted definition of the term tourist as (Sinclair, 1998)52:
‘‘Temporary visitors who spend more than 24 hours in destinations other than their
normal place of residence, whose journey 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 24 hours in their destinations are defined as
excursionists.’’
According to United Nations World Tourism Organization (UNWTO), the official definition is
as (Wikipedia, undated)53:
‘‘Tourists 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 “one who
tours” which was very quickly this gained the related sense of “one who tours for pleasure or
recreation” that has dominated in the two centuries since (Quinion, undated).54 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 (2002)55 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. Again the World Tourism Organization (WTO) defined
the term tourism and classified the various types of visitors as follows (WTO, 1995 as cited in
Latham and Edwards, 1989)56:
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 (overnight visitor)’- Visitor staying at least one night in a collective or
private accommodation in the place visited.
iii. Same Day Visitor (excursionist)’- Visitor who does not spend the night in a
collective or private accommodation in the place visited.
52
Sinclair, M. T. (1998), p. 4
53
Wikipedia (undated), accessed 06. 03. 06)
54
Quinion, Michael (undated online, accessed 06. 03.06 )
55
Mill, R. C. and Morrison, A. M. (2002), Kendall/Hunt Publishing Company
56
Latham, John and Edwards, Chris (1989), p. 60
16
iv. Visitor - Any person travelling to a place other than that of his/ her usual
environment for less than 12 consecutive months and whose main purpose of travel
is not to work for pay in the place visited.
v. Traveller - Any person on a trip between two or more locations.
The League of Nations in 1937 recommended the use of the term ‘tourist’ to explain a person
who travels for a period of at least 24 hours in a country other than his residential country
(Holloway, 2002).57 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 24 hours. Again, in
1963 The United Nation Conference on International Travel and Tourism approved to use the
term visitor recommended by The World Tourism Organisation which covers people who visit
a country other than his usual place of residence, for any reason other than paying occupation.
According to this recommendation, it covers:
i. “Tourists, who are classified as temporary visitors staying at least 24 hours, whose
purpose could be categorised as leisure (whether for recreation, health, sport,
holiday, study or religion) or business, family, mission or meeting.”
ii. “Excursionists, who are classified as temporary visitors who are staying less than 24
hours, including cruise travellers but excluding travellers in transit.”
It is noteworthy to mention here, that the above definition does not cover the domestic tourist
which was long been acknowledged by scholars as the major part of the total tourist traffic and
contributor of this sector. Domestic tourism includes those trips undertaken by residents of a
country within the national territory of that country. It was further attempted by The Tourism
Society in 1976 to define the term ‘Tourism’ which includes domestic tourist as:
“.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 destinations; it
includes movement for all purposes, as well as day visits or excursions.”
The WTO (1994a as cited in Latham and Edwards, 1989)58 recommends the following
definition of domestic visitors:
“The term ‘domestic 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 12
months, and whose main purpose of visit is other than the exercise of an activity
remunerated from within the place visited.”
The authors also mentioned that the above definition covers ‘domestic tourists’, where an
overnight stay is involved, and ‘domestic excursionists’ where the stay in the place visited is
less than 24 hours and no overnight stay is involved.
57
Holloway, J. C. (2002), Addison Wesley Harlow: Longman
58
Latham, John and Edwards, Chris (1989), p. 66
17
Following an International Government Conference held in Ottawa, Canada in 1991, the WTO
formularised a new definition in 1993 which was endorsed by the UN Statistical Commission.
The Organisation defines tourism as:
“Tourism 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
purposes”.
Information is increasingly important component in the tourism system but it is important to

distinguish the difference between information and promotion. Promotion includes advertising,
personal selling, publicity and public relation. Advertising can play an important role in
promotion to attract tourists to the specific destination. In this regard maps, guidebooks, videos,
tour guides, magazines articles, brochure and internet can be used to provide the information
about the destinations and attractions to the potential tourists. In 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.
3.1.2 Tourist Attractions – Meanings
Defining tourist attraction is not an easy task. Even it is difficult to recognize a definition of the
term which is widely accepted. But an attempt can be taken to define tourist attractions as
places which draw or attract persons to visit a place, attend an event, or travel to a location for
the purposes like recreation, enjoyment, education and information gathering or intellectual
hobbies or searches. In a simple word, it can be said that attractions are the reason of travelling
people. Harris and Howard (1996)59 defined the term as a physical or cultural feature of a
particular place that individual travellers or tourists perceive as capable of meeting one or more
of their specific leisure-related needs. Such features may be ambient in nature (e.g. climate,
culture, vegetation or scenery), or they may be specific to a location, such as a theatre
performance, a museum or a waterfall. On the other hand, Metelka (1990)60 defined tourist
attractions as positive or favourable attributes of an area for a given activity or set of activities
as desired by a given customer or market, including climate, scenery, activities, culture. In this
definition, the author also included:
a. Man made attractions are physical structure (Sydney Harbour Bridge) or events (Olympics).
b. Natural attractions are physical phenomena deemed unusual and/or beautiful (Bungle
Bungles).
c. Secondary attractions have tourist appeal, but are not the primary reason for visiting a
location.
d. A negative attraction is an attribute of an area that tends to make some customer or market
choose not to visit as for example pollution or crime.
59
Harris, Robert and Howard, Joy (1996), online, accessed 07.03.06
60
Metelka, Charles J (1990), online, accessed 07.03.06
18
Tourist attractions may be either built or natural. Whatever 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
In 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 (2002)61
described attractions are the first and most important and a successful tourists destination have
the blend of certain elements. Again 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.
A tourist attraction is a place where tourists, foreign and domestic, normally visit. Some
examples include famous historical places, zoos, museums and art galleries, botanical gardens,
buildings and structures (e.g., castles, libraries, former prisons, skyscrapers, and bridges),
national parks and forests, theme parks and carnivals, ethnic enclave communities, historic
trains, cultural events and rare oddities (Wikipedia, undated)62
Goeldner et al (2000) classified attractions as: (i) Cultural attractions which includes historical
sites, archaeological sites, architecture, cuisine, monuments, industrial sites, museums, ethnic,
concert, theatre etc, (ii) Natural attractions like landscape, seascape, parks, mountains, flora,
fauna, coasts, islands , (iii) Events covering mega-events, community events, festivals, religious
events, sports events, trade shows, corporate etc, (iv) Recreation like sightseeing, golf,
swimming, tennis, hiking, biking, snow sports and (v) Entertainment attractions include theme
parks, amusement parks, casinos, cinemas, shopping facilities, performing art centers, sports
complex and so on.
It 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. Some 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.
In conclusion, tourist attractions can be places of interest open to public offering recreation,
education or historic interest. It can be any theme parks, historic houses, museums, zoos, art
galleries, country parks, leisure complexes etc.
3.2 Travelling- Meanings
Travel is the act of going from one place to another. Sometimes tourism and travel are used
interchangeably. In this context travel has a similar definition to tourism, but implies a more
purposeful journey. Travel is the transport of people on a trip or journey. Reasons for travel
include: Tourism-travel for recreation, Visiting: friends and family; Trade; Commuting–going
to various routine activities, such as work or meetings; Migration -travel to began life
61
Mill, R. C. and Morrison, A. M. ( 2002), USA, p. 37
62
Wikipedia (undated) online, accessed 05.03.06
19
somewhere else; Pilgrimages-travel for religious reasons (Wikipedia, undated).63 In the
importance of travel, transport has always been the lifeblood of this industry. On the occasion
of World Tourism Day 2005 organized in Doha, Qatar, the Secretary General of the WTO,
expressed his views that travel enables us to enrich our lives with new experiences, to enjoy 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 (Frangialli, 2005).64 He
also concluded that, today, as ever more people journey for business or pleasure – 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 21 days the allowance will be treated as
a travelling allowance rather than a living-away-from-home allowance (NTAA, undated).65 It
also demands for longer periods to determine the nature of the allowance with the guidance
provided by the ruling.
3.3 Service - Meanings and Characteristics
A service is a function which is supported by a subset of endpoints in a region or sector. Service

can be defined as an economic activity that does not result anything in the ownership, and this is
what differentiates it from providing tangible goods. Different scholars defined the term
‘service’ and there are plenty of definitions of the term. According to Gronroos (1983 as cited
in Islam, 2005)66 service means:
"An activity or series of activities of more or less intangibles nature that normally, but
not necessarily, take place in interactions between the customer and service employees
and/or physical resources or goods and / or systems of service provider, which are
provided as solutions to customer problems".
Islam (2005)67 also cited another meaning of service given by Sasser et al. (1978) and refined
by Fitzsimmons and Sullivan (1982):
"A service is a package of explicit and implicit benefits performed with a supporting
facility and using facilitating goods".
Most commonly used definition of service given by Kotler et al. (1999)68 is as:
"Service 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. He also
claimed that the activities such as renting a hotel room, depositing money in a bank,
63
Wikipedia (undated), online, accessed 06.03.06
64
Frangialli, Francesco (2005), online, accessed 05.03.06
65
NTAA (undated), online, accessed 08.03.06
66
Islam Mohammed Rafiqul (2005), p. 18
67
Islam, Mohammed Rafiqul (2005), p. 18
68
Kotler, Philip; Armstrong, Gary; Saunders, John; and Wong, Veronica (1999), p. 646
20
travelling on an aeroplane, visiting a doctor, getting a hair cut, having a car repaired,
watching a professional sport, seeing a movie, having clothes cleaned at a dry cleaner
and getting advice from a solicitor all involving buying service."
The definition of service given by Kotler et al (1999)69 also suggests that a marketer needs to know
five main service characteristics which are: (i) service intangibility- means that service can not
be readily displayed, so they can not be seen, felt, heard or smelled before they are bought, (ii)
service inseparability- means that service can not be separated from their providers, whether the
providers are people or machines, (iii) 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, (iv) Service perishability- means that
services can not be stored for later sale or use, and (v) lack of ownership –means that the
service products lack the quality of ownership. For example, a holiday is an experience and,
hopefully, enjoyed, 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. Due 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 (Table 3.1):
Table 3.1 Service Characteristics and Marketing Problems

Service Characteristics Marketing Problems
Intangibility - Services cannot be stored

- Services cannot readily be displayed, demonstrated or communicated
- Processes are difficult to set and keep adjusted
- No patent protection is protection is possible for services
Perishability - Services cannot be inventoried
- Services cannot be standardized

Heterogeneity
- Quality control is difficult
- Customer interacts with service production and delivery systems and

Inseparability
the service environment
- Customer may be part of the product, production, and the delivery
system.
- No clear distinction between marketing, human resource management
and operations management can be made.
Source: Zeithaml, Parasuraman and Berry, 1985 (as cited in Islam, 2005, p. 17)
In marketing, a service is non-material or intangible which is considered as equivalent to goods.

For 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. It is claimed to be a
process that creates benefits by facilitating a change in customers, a change in their physical
69
Kotler, Philip; Armstrong, Gary; Saunders John; and Wong, Veronica, pp. 647-751
21
possessions, or a change in their intangible assets. Most services are personal or trade such as
car wash, TV repairing, tailoring, cloth-cleaning, ironing, hair dressing, medical services, legal
advice, and investment counselling and so on. However, there are also services which fulfil
people’s high level needs, i.e., self-actualization and status needs, and tourism is included in
this category of services (Kumar, 1994).70 In 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
(Binge and Andreu).71 It 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. In 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.
3.4 Recreation - Meanings
Recreation is any activity that can refreshes and recreates, diverts or amuses or stimulates and
can renews health and spirits by enjoyment and relaxation. Recreation is the employment of
time in a non-profitable way, in many ways also therapeutic refreshment of one’s body or mind
which is active and participatory, but in a refreshing and diverting manner (Wikipedia,
undated).72 It is observed that the people in the world’ wealthier regions lead increasingly
sedentary life styles; the need for recreation has grown. The weekend is typically a time for
recreation especially, in Judeo-Christian and Muslim cultures. Because the Sabbath falls on the
weekend and the Sabbath is the day of rest. In addition to that holidays are also common time
for recreation.
Though music and dance serve as recreation in many cultures, but several activities are
considered as recreational among which some important are conversing, hunting and fishing,
shopping, sports and exercise, amusement parks, recreational drugs usage etc. In addition to
these, skiing, snowboarding, BASE jumping, adventure tourism, rock climbing, sky diving,
paint balling, bungee jumping etc. are considered more exciting forms of recreation in the
recent years. Watching TV and listening to music are common forms of recreation in most of
the cultures in the world.
Goodwin (undated, online)73 claimed that the recreation environment is one in which
participants can come to be known not as a label, but by name and recreational settings also
provide an opportunity to get know something about the person that reflects their individuality.
There are also some controversies about the productivity of recreation and some individual
individuals express their views that excessive recreation is not considered healthy and label as
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. In addition
70
Kumar, Bijender (1994), p. 269
71
Binge, E. and Andreu, L. (1999), pp. 263-298
72
Wikipedia (undated), online, accessed 06.03. 06
73
Goodwin, Donna (undated), online, accessed 07.03.06
22
to this, some cultures and religions, recreation is encouraged on certain days and discouraged on
others (Wikipedia, undated).74
Recreations provide several benefits to individual, family and community, and economic level.
To show the individual benefits, RAND Corporation (1993)75 claimed that for each additional
mile walked or run by a sedentary person adds an extra 21 minutes to his/her life. This would
save U.S. society an average of 34 cents per mile in medical and other costs. A 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 (Sachs and Segal,
1994).76 The study also concluded that Recreation brings meaning, purpose and pleasure to
people's lives. It contributes to both the years in one's life as well as the life in those years. To
show the family and community benefits of recreation, Club Industry (1995)77 expressed that
people who are socially involved are two to five times less likely to suffer from heart disease.
According to the study conducted by Brown University and as reported in "One Small Step for
Mankind" in The Hartford Advocate in 1995, that United States could save $20 billion per year
if every sedentary American walked an hour a day (Brown University, undated).78
3.5 Meaning of Leisure
Leisure is an English word derived in the 14th century from the Latin word “licere” meaning to
be permitted or to be free. The word came to be also from the French word ‘’loisir” meaning
free time. Leisure is time spent in non-compulsory activities. In different time and in different
societies, different scholars have defined the term “leisure” from different angles. Leisure in the
ancient Greek society was defined as the contemplation of the supreme values of the world:
truth, goodness, beauty and knowledge and this contemplation demanded a life of leisure
(Juniu, 2000).79 The Romans moved away from the Greek perception of leisure and found in
otium the time required to rest, recreate, and recuperate in order to go back work (Munne’,
1992, as cited in Juniu, 2000).80 Again, the author mentioned that leisure in the Middle Ages
was not only time to rest and recreate but is became a social exhibition among the higher social
strata which contrasts to the Greek philosophy leisure was the abstinence from work and the
freedom to choose the activity in which to participate.
74
Wikipedia (undated), online, accessed 07.03. 06
75
RAND Corporation (1993), online, accessed 07.03.06
76
Sachs and Segal (1994), online, accessed 07.03.06
77
Club Industry (1995), online, accessed 07.03.06
78
Brown University (undated), online, accessed 07.03.06
79
Juniu, Susana (2000), p. 69
80
Ibid, p. 69
23
So, the term ‘leisure’ is not a recent modern phenomenon. But over the passage of time, the
meaning and scope of leisure have been changed. Leisure time is free from compulsory
activities such as employment a business, household, chores, education eating, and sleeping it is
often referred to as "free time" (Wikipedia, undated).81 The common definition of leisure as
"time off work" or "time for play" 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 (Miller, undated).82 He 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. It 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- "doing nothing" the kind of leisure which implies going into a near-sleep
lounging state.
The increasing instrumentalism of leisure as a reflection of modernization produced “culture

consuming” instead of “culture creating” (Hemingway, 1996 as cited in Juniu, 2000).83 The
author also described that leisure is conceived as “culture creating” has an element of
communication and interaction among individuals, while free time, and “culture consuming”
leisure, is a means to an end, making use of subjects and objects.
Recreation 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
organizational goals, including revenue generation, developing a positives reputation,
networking, community development, and promoting the quality of life (Quoted by Iwasaki and
Havitz, 2004).84 Attraction 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. In
addition to that the centrality to life style also encompasses the central role in leisure activities.
3.6 Different Types of Tourism
Tourism can be classified in a number of ways based on the nature of activity, location type or
duration of stay. A brief description on major types of tourism can be presented as:
3.6.1 Adventure Tourism
Adventure Tourism is a type of niche tourism involving exploration or travel to remote areas,
where the traveller should expect the unexpected. C. M. Hall defined adventure tourism as “a
broad spectrum of outdoor tourist activities, often commercialized and involving an interaction
with the natural environment away from the participant’s home range and containing elements
of risks in which the outcome is influenced by the participant, setting, and management of the
tourists’ experience” (Quoted by Sung, 2000)85. Sung considered the above definition as an
incomplete one based on own research findings and gave a new definition of adventure tourism
81
Wikipedia (undated), online, accessed: 07.03. 06
82
Miller, Michael (undated) online, accessed 07.03.06
83
Juniu, Susana (2000), p. 71
84
Iwasaki, Yoshi and Havitz, M. E. (2004), pp. 45-46
85
Sung, H. H. (2000), p. 20
24
as a complete one like, “A 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 setting” (Sung, et al., 1997)86.
It 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. It 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.
3.6.2 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. Some scholars defined
the term as ‘any tourism or recreation enterprise on a working farm’ or ‘form
of rural tourism whereby paying guests can share in farming life either as
staying guests or day visitors on working farms’ (Akpinar, et al, 2004).87 They
also recognised it as a new income source for agricultural societies. People 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.
3.6.3 Ecotourism
Ecotourism essentially means ecological tourism; where ecological has both environmental and
social connotations. The International Ecotourism Society 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. It focuses on
local cultures, wilderness adventures, volunteering, personal growth and learning new ways to
live on our vulnerable planet. Responsible ecotourism includes programs that minimize 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. Critics claim that ecotourism as
practiced and abused often consists in placing a hotel in a splendid landscape, to the detriment
86
Sung, H. H., Morrison, a. M. and O’Leary, J. T. (1997), pp. 66
87
Akpinar, N., Talay, I., and Ceylan, C. (2004), pp. 473-486
25
of the ecotourism. According to them, ecotourism must above all sensitize with the beauty and
the fragility of nature.
3.6.4 Heritage Tourism
The most hottest or recent trend in today’s tourism industry is heritage tourism or visiting
historical sites of an area. Now a day, people want to enrich their lives through travelling not to
escape rather than visiting a park or a mountain range. They want to experience unique places,
traditions and history and learn about their cultural roots. Heritage tourism involves visiting
historical or industrial sites that may include old canals, railways, battleground etc with the
purpose of gaining an appreciation of the past. In addition to that education, fun, marriage,
employment, etc can also be the purpose of heritage tourism. It can also be attributed to
historical events that have been dramatized to make them more entertaining. Heritage tourism
is distinct from visiting a family member in a faraway place because the connection to the
original homeland is removed.
3.6.5 Sex Tourism
Sex tourism is tourism, partially or fully for the purpose of having sex or it can be defined as a
purely physical meet in which the associate is no more than an animated object. A good
definition, based on the kind of advertisements that appear in special magazines and through
word of mouth, is a man who is going through a mid-life crisis, who has been disenchanted
with his enjoyment of life due to feminism and women’s liberation rhetoric; a man who is tired
of taking a politically correct position on his sexual preferences because of social pressure
(Rao, 1999).88 The author also described that a sex tourist can be a worker, a professional or a
manager, but all of them have one thing in common: they want to feel like real men and then
noted that it is interesting that sex tourism is often promoted in the same way as gastronomy,
which has become an important attribute of a tourist destination.
Sex tourism is legal in any country in the world where prostitution is also legal. A sex tourist is
usually defined as an adult who travels in order to have legal consensual sexual relations with
another adult often for the exchange of money or presents. Most sex tourists are male, but sex
tourists can be of either gender. Sex tourism is by a majority considered the gloomy side of the
global phenomenon of tourism.
3.6.6 Space Tourism
A recent concept in tourism is space tourism where individuals travel for the purpose of
personal pleasure and is only affordable to exceptionally wealthy individuals and corporations.
Among the primary attractions of space tourism is the uniqueness of the experience, the
awesome and thrilling feelings of looking at the earth from the space.
The professional and business interest in space tourism commenced in Japan and continued to
increase and the market studies made there, and subsequently in the USA and elsewhere,
88
Rao, Nina (1999), p. 97
26
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 $ 10 billion
per year and already 10-12 million people visit our Air and Space Museum, the Kennedy
launch site, space camps, etc – a terrestrial space tourism business probably some $1 billion per
year in size (Rogers, 1998).89 Space is very much a reality in our lives; 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.
3.6.7 Cultural Tourism
The cultural tourism has been around for a long time and is the “oldest of the ‘new’ tourism
phenomena”. Cultural/culture tourism is the subset of tourism concerned with a country or
region’s culture, especially its arts and includes tourism in urban areas, particularly historic or
large cities and their cultural facilities such as museums and theatres. Ingram, Hadyn, (2003)90
suggested from the book review on “The Partnership between Tourism and Cultural Heritage
Management” by McKercher, Bob and Cros, du Hilary that cultural tourism represents tourism
which is derived (from special interests), motivational (aspirational) and operational
(participation in visiting cultural destinations) and cultural destinations can be very diverse,
including historical, artistic, scientific, lifestyle, heritage and social offerings The reviewer
also described that since 1970s, cultural tourism has begun to be recognized as a tourism
product category with potential, rather than a niche and specialized activity and cited that the
original authors venture to suggest that between 35 and 70 percent of international travellers
are now considered cultural tourists, and this has started a tourism bandwagon on to which
many destinations would like to climb. It can also, less often, include tourism to rural areas; for
outdoor festivals, the houses of famous writers and artists, sculpture parks and landscapes made
famous in literature and is generally agreed that cultural tourists spend substantially more than
standard tourists do.
3.6.8 Alternative Tourism
Travellers rarely request "alternative tourism" by that specific name; instead, they ask for what
they are seeking - adventure, education, sports, religion, gay and lesbian events, experiences
with communities, etc (Mader, undated).91 He also added that the problem with 'alternative
tourism' is that it defines itself by what it is not and travellers rarely describe themselves or
their interests as 'alternative.' And the services or destinations they choose are those that
motivate and engage, not the 'other choice.' What is an alternative to some is a priority for
others.
Some researchers have tried to define alternative tourism as a tourism that gives emphasis to
the contact and understanding between the hosts and the tourist, as well as the environment
(Smith & Eadington, 1992 as cited in Newsome, Moore & Dowling, 2002).92 The authors also
cited that tourism which is consistent with the natural, social and community values and that
allows a positive relationship among locals and tourists.
89
Rogers, T. F. (1998), p. 34
90
Ingram, Hadyn (2003), p. 413
91
Mader, Ron (undated), online, accessed 11.03.06
92
Newsome, D., Moore, S. A., and Dowling, R. K. (2002)
27
3.6.9 Geotourism
Geotourism is defined as tourism that sustains or enhances the geographical character of a place
– its environment, culture, aesthetics, heritage, and the well-being of its residents. As such,
Geotourism supports these principles (Mader, undated).93 Worldwatch Institute reports
that ecotourism, Geotourism, and pro-poor tourism are among the
increasingly popular niches in the travel industry that aim to address
consumers’ ethical concerns (Quoted by Wagner, 2005).94 Wagner also
mentioned that a growing trend in travel is the desire of many tourists for
non-typical tourist experiences, such as “ethical” adventures and defined
the term “Geotourism” as the travel that sustains or enhances the
geographical character of a place, including its environment, heritage,
aesthetics, and culture.
3.6.10 Benefit Tourism
The British government has been troubled in recent years by what it calls benefit tourism, in
which individuals travel to Britain from other countries, usually from elsewhere in the
European Union, to obtain free medical attention or to take advantage of the British welfare
system to obtain what was until recently called unemployment benefit (it is now officially the
job-seeker’s allowance, but let’s not delve into the political implications of this change of
terminology (Quinion)95. He also mentioned that more benign term is health tourism, in which
people travel to obtain medical attention not available in their own countries, or which is
obtainable more cheaply, or accompanied by greater privacy which is a thriving business, with
some hospitals having links with hotels so that patients can have good attention and facilities
during convalescence.
3.7 Promotion – Meaning and Forms
Promotion is one of the most important elements of modern marketing which includes the
action plan that basically intend to inform and persuade the potential customers or trade
intermediaries to make a specific purchase or act in a certain manner. Modern marketing calls
for more than developing a good product, pricing it attractively, and making it available to
target customers (Kotler, et al, 2006).96 The authors mentioned that companies must also
communicate continuously with their present and potential customers that lead every company
inevitably cast into the role of communicator and promoter. Promotion consists of those
activities that communicate the merits of the product or service and persuade target customers
to buy it (Kotler, et al, 2005).97 For a marketer it is important (i) to determine what promotion
and marketing communication activities are supposed to achieve, (ii) how the promotional
activities will be conducted, (iii) media vehicles be used for the purpose, (iv) how the
effectiveness or success of a campaign be evaluated, and (v) how much money should be spend
93
Mader, Ron (undated), online, accessed 11.03.06
94
Wagner, Cynthia G. (2005), p. 14
95
Quinion, Michael (undated), online, accessed 06.03.06
96
Kotler, Philip; Bowen, John T; and Makens, James C. (2006), p. 541
97
28
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
organizations has made the setting of promotional objectives very complex and difficult and has
been termed ‘a job of creating order out of chaos’ (Kriegel, 1986).98 Marketers need to be very
careful to anticipate the surrounding business environment, competitive strategies, and require
creative thinking in setting promotional objectives.
Setting realistic promotional objectives is vital for any organization to compete successfully in
the face of stiff competition in the changing business environment. Fill (1999)99 noted that the
setting of promotional objectives is important for three reasons. According to the author it (i)
provides a means of communication and coordination between groups (e.g. client and agency)
working upon different parts of a campaign, (ii) acts as a guide for decision-making and provide
a focus for decisions that follow in the process of developing promotional plans, and (iii)
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 objectives in a realistic way.
The inability in this regard will obviously lead the organization to an ultimate failure. It is worth
mentioning here that the organization’s promotional objectives should not be rigid. Objectives
should be flexible so that it can be modify or change due to the change in the business
environment.
Deciding on the promotion mix is an important task for the marketer. After setting the
promotional objectives the most important is deciding how the marketer will achieve the
promotional objectives 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 (Norgan, 1994).100 Then the author noted that
most organizations marketing products or services to the general public would use a
combination of at least two of these methods in order to achieve marketing objectives and sales
targets. Kotler, et al (2005)101 mentioned that a company’s total marketing communication mix–
also called its promotion mix– 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 objectives. The promotional mix is traditionally perceived to consist
of four elements: advertising, sales promotion, public relations and personal selling (Fill,
1999).102 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 recognized as an important way of developing
personal relationships with buyers, both consumer and organizational. This discussion leads to
have an understanding about the elements of promotion mix and the major 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 (Fill,
1999).103 Then the author stated that the flexibility of this tool is good because it can be
used to communicate with a national audience or a particular specialized segments and a
vast number of people can be reached with the message, so the cost per contact can be
98
Kriegel, R. A. (1986), pp. 94-106
99
Fill, Chris (1999), p. 502
100
Norgan, Susan (1994), p. 314
101
102
Fill, Chris (1999), p. 6
103
Fill, Chris (1999), p. 6
29
the lowest of the tools in the mix. At 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 organization, in
order to inform, persuade or remind an individual or group to take appropriate action, as
required by the sponsor’s representative (Fill, 1999, p. 6).104 According 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 analyzing trends, predicting their
consequences, counselling organization’s leadership, and implementing planned
programs of action which will serve both the organization’s and the public interest (The
Mexican Statement, 1978).105 The statement also indicates the necessity of public
relation of being a part of the wider perspective of corporate strategy. Third-party like
magazines, newspapers, news programs etc. disseminate the messages on behalf of a
particular company or organization. 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 (Fill, 1999).106 Press 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 (Shimp and DeLozier,
1986).107 Again, Kotler, et al (2005)108 defined sales promotion as the short-term
incentives to encourage the purchase or sale of a product or service. According 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 – 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 (also 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. It is important to mention here that in
deciding on the tools of sales promotion, marketers need to consider the competition and
cost effectiveness of each tool.
104
Fill Chris (1999), p. 6
105
Mexican Statement (1978), Public Relation Trust Mexico
106
Fill, Chris 81999), p. 8
107
Shimp, T. A. and Delozier, M. W. (1986), p. 446
108
Kotler, Philip; Wong, Veronica; Saunders, John; and Armstrong, Gary 82005), pp. 719, 788-791
30
Direct Marketing is defined as any activity which creates and profitably exploits a
direct relationship between the company and its prospect (Bird, 1982, as stated in
Norgan, 1994).109 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. Direct 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 (Fill, 1999).110 Telephone, mail, fax, e-mail, the Internet 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 objectives etc. It is worth
mentioning here, that the success of the promotional activities largely depends on the realistic
selection of the promotional tool(s) and the creativity in operating the promotional activities.
109
110
Fill, Chris (1999), p. 471
31
Chapter 4 Product Specification: Tourist Attractions in
Bangladesh
4.1 Introduction- Geographical Location of Bangladesh
Bangladesh is a developing country in South Asia located between 20°34¢ to 26°38¢ north
latitude and 88°01¢ to 92°42¢ east longitude, with an area of 147,570 square km and with the
boarder on the west, north, and east with India, on the southeast with Myanmar, and the Bay of
Bengal is to the south (Environment and Bangladesh, undated).111 The territorial waters of
Bangladesh extend 12 nautical miles, and the exclusive economic zone of the country is 200
nautical miles. There is a large marshy jungle coastline on the Bay of Bengal and popularly
known as the Sundarbans - one of the largest mangrove forests in the world, the home of Royal
Bengal Tiger. Bangladesh located in the Ganges Delta- the largest delta in the world having
densely vegetated lands often called the Green Delta. The densely populated delta is formed by
the confluence of the Ganges (Padma), Brahmaputra (Jomuna), and Meghna rivers and their
tributaries as they flow down from the Himalaya situated near the north-western frontier of the
country, creating the largest riverine delta in the world. On the south is a highly irregular deltaic
coastline of about 600 km, fissured by many rivers and streams flowing into the Bay of Bengal.
Standard Time in Bangladesh is GMT + 6 hours. Due to the country’s geographical position,
the country is remote from the major tourist generating countries of Europe, North America and
Japan, but at the heart of some of the world’s major tourism destinations (Pannell Kerr Forster
Associates, 1988)112 of the South East Asia.
4.2 Seasons and Climate
Bangladesh has a subtropical monsoon climate characterized by wide seasonal variations in

rainfall, moderately warm temperatures, and high humidity. The warmest month is April and
January is the coldest month in the country. Heavy rainfall is characteristic of the climate of
Bangladesh with only the exception of the relatively dry western region of Rajshahi, where the
annual rainfall is about 160 centimeters and the other regions have at least average rainfall of
200 centimeters.
Season climatic type, at any place, associated with a particular time of the year and which is
changed mainly due to the change in attitude of the earth's axis in relation to the position of the
sun at a particular place. Bangladesh is known as the land of six seasons namely summer, rainy,
autumn, late autumn, winter and spring. The duration of each season is expected to be two
months but some seasons flow into other seasons, while others are short. As a result, three
distinct seasons can be clearly identified which are summer season lasting from March to May
with maximum temperatures range between 32°C and 38°C, rainy reason from June to October
and winter season continues from November to February when the average temperature for
most of the country is 10°C and lingering around the 30°C mark for most of the year. The best
period for foreign tourists to visit Bangladesh is the rainless dry season lasting from November
to March, when the temperature ranges between 13.3 and 26.5 ˚C
111
Environment and Bangladesh (undated), online, accessed 28.03.06
112
Pannell Kerr Forster Associates (1988), p. 1
32
4.3 Tourism Attractions/Spots of Bangladesh
The world thinks of Bangladesh as poor, flood-ravaged, and more of a disaster zone than a
travel destination. In some respects, the world is right but hiding behind these images is a
country with a rich history, a strange beauty, and some interesting attractions and it is not,
however, a destination for everyone (Roaming Around Bangladesh, undated). 113 Bangladesh is a
country which has a rich tradition, history and architecture. Incredible greenery, mighty rivers
and attractive river cruises, sunny beaches, colourful tribal life and attractive cultural functions
offer great tourist attractions.
Bangladesh can offer to the foreign tourists to satisfy their unquenchable needs by the artistic
with bounty of tourism resources like natural beauty, sea beaches, forests, lakes, hills, wild
lives, archaeological attractions, monuments, handicrafts, sanctuaries, religious festivals,
folklore, cultural heritage, way of life, tribal culture etc. “The Moorish traveller Ibn Batuta who
visited Bengal in the fourteenth century described Bengal as the wealthiest and cheapest land of
the world and stated that it was known as ‘a hell full of bounties’ and in seventeenth century
French traveller Francois Bernie observed and stated Egypt has been represented in every age as
the finest and most fruitful country in the world, and even our modern writers deny that there is
any other land of peculiarly favoured by nature; but the knowledge I have acquired of Bengal
during two visits paid to that kingdom inclines me to believe that pre-eminence ascribed to
Egypt is rather due to Bengal” (Ministry of Information, GOB as cited in Hossain, 1999).114
Hossain also added that with the passage of time, Bangladesh has lost its glory and foreign
tourists have lost their interest to visit Bangladesh as a major attractive destination. Till the
liberation of Bangladesh in 1971, most tourists kept their visits to Dhaka and Agrabad, however
with limited satisfactory accommodation in the rest of Bangladesh at that time, saw
neighbouring Kolkata in West Bengal of India, who were well ahead with their facilities, soar in
popularity and which took until the middle of the nineteen nineties for the improvement in
accommodation started to show increased numbers of tourist flow (Travel in Bangladesh,
undated).115
Presently, Bangladesh has got improvement and has overcome some of the limitations
regarding the facilities of accommodation, transportation and other benefits required to attract
foreign tourists and swelling in numbers. Foreign tourists as well as the local nationals are
visiting some unique sights and places like Cox' Bazaar, Teknaf, the Sundarbans, Kuakata,
Paharpur and Tetulia etc. a large number of Bangladeshi expatriates is coming to Bangladesh
not only to visit their families, but for a holiday and to experience the vibrant and culturally rich
country of their forbearers. All of these tourists require appropriate accommodation and the
demand in hotel beds and restaurants are now possible to meet for every taste and every budget
successfully. Bangladesh has many tourist attractions including beaches, archaeological sites,
historic mosques and monuments, resorts, forest and wildlife. The major tourist attractions of
Bangladesh can be presented in following sub sections:
113
Roaming Around Bangladesh (undated), online, accessed 10.03.06
114
115
Travel in Bangladesh (undated), online, accessed 12.03.06
33
4.4 Sea Beaches as the Tourism Attractions in Bangladesh
Bangladesh has the world longest 120 km unbroken sea beach sloping here down to the blue
water of the Bay of Bengal in Cox’s Bazar. Such a longest sea beach covering miles of golden
sands, soaring cliffs, surfing waves, rare conch shells, Buddist Temples, Pagodas and enjoyable
sea-food all of these make Cox’s Bazar today, the tourist capital of Bangladesh which is almost
impossible to be found in any where of the other tourist destination of the world. The warm
shark free water is most suited for bathing and swimming along with the opportunities for sun-
bathing offered by the sandy beaches. In addition to that the tourists can enjoy the charming
beauty of the sun-setting behind the waves of the sea. Its uniqueness also lies in the natural
beauty having an uninterrupted smooth-sandy sea shore along with silvery waves and high tides
on the one side and a chain of green deep forested hills, artful pagodas, colourful tribal people,
etc. running parallel to the beach and making a picturesque background on the back side
(Hossain, 1999).116 All these appeals made Cox’s Bazar as one of the most attractive tourist
spots in the world.
Kuakata is the second longest beaches in Bangladesh which is approximately 18 km long and 2
km wide and is situated at a distance of 70 km from the district headquarter of Pautuakhali. The
opportunities of observing the scenic beauty of both sunrise and sunset in a calm environment
from the sea shore has made it a rare and magnificent sea beach in the world (Hossain, 1999).117
This beach slopping quietly to the Bay of Bengal provides the pleasant opportunity of bathing.
Talukder (1997)118 mentioned that the sound and glittering breaks of rolling water in the sea
seem to sparkle like diamond crowns at the tops of the gentle waves in the moonlight nights. In
addition, the blue sky, line by coconut trees, natural beauty, green forest, migratory winter
birds, the colourful sail boats, surfing, fishing or walking on the beach etc have contributed to
make the beach as an excellent and unique spot for tourists.
Parki beach is another attractive tourist spot in Bangladesh located at Gahira and lies at
Karnafuli river channel. This beach is about 15 km long and 300 feet to 35o feet wide with
20km tamarisk forest. The visitors can enjoy to view the Karnafuli river and the Bay of Bengal
together and can observe the big ships anchored at the outer dock, fishermen catching fish in
sea, sunset, various coloured crabs at the beach, and calm surroundings. In addition to that,
there are some other beaches like Inani beach in Ukhia, Cox’s Bazar, St. Martin Island also
known as Naikel Jinjira (Coconut Island), Patenga beach which are also attractive to the foreign
tourists as well as the local tourists of the country.
4.5 Archaeological Sites
Bangladesh is a country which is significantly rich in archaeological wealth from the pre-
Muslim as well as during the Muslim rules. The major archaeological sites of Bangladesh
include Mainamati, Mahasthangarh, Buddhist relics of Paharpur and Sitakunda. A brief
description of these sites can be presented as:
116
117
118
Talukder, Aroop (1997), p. 22
34
Mainamati - The low hills known as Mainamati Lalmai ridge- a wide-ranging centre of
Buddhist culture which is located about 114 km south-east of Dhaka and 8 km to the west of
Comilla town. The remnants of the enormous Buddhist stupas and monastery disclose the
information of previous glorious history Buddhist civilization of the 8th to 12th centuries A.D. of
this region. A site museum housed the archaeological finds which include terracotta plaques,
bronze statues and casket, coins, jewellery, utensils pottery and votive stupas stamped with
Buddhist inscription. All these have made Mainamati renowned and capable to attract the
tourists.
Paharpur - The largest Buddhist seat of learning located at Rajshahi. The most important and
the largest known monastery, help to recollect the glorious past of the then Bengal under the
Pala dynasty of 8th century A.D. and had been declared as a World Heritage Site by UNESCO.
Bangladesh Parjatan Corporation makes the arrangements of package tours for the interested
tourists to visit Bangladesh.
Mahasthangarh – The oldest archaeological site of Bangladesh situated at a distance of 18 km

to the North Bogra town and is famous for its size and height of the tower and pavilion. There
are several isolated mounds which are locally well-known as Govinda Bhita Temple, Khodai
Pathar Mound, Mankalir Kunda, Parsuramer Bedi; Jiyat Kunda etc. surround the fortified city.
It is an archaeological site of the 3rd century B.C. and till today held to be of immense holiness
by the Hindus. It is also to be mentioned here that the shrine of Shah Sultan Bulkhi Mahisawary
and Gokul Medh in the neighbourhood of Mahasthangarh.
Sitakunda – One of the oldest temples in the Indian subcontinent which is famous for
Chandranath Hindu Temple and is located about 37 km far away from Chittagong, the 2nd
largest city of Bangladesh. In addition to that in Sitakunda, there is also Buddhist Temple with a
footprint of Lord Buddha and the places are considered as very scared by the Hindus and
Buddhist and attractive for both the local and foreign tourists
4.6 Historical Places and Cultural Heritage
Bangladesh is a country which has an ancient land full of historical events and cultural
traditions. Its ancient cultures, age-old customs, wonderful traditions, religious vales, etc spiced
and added to by conquerors, adventures and powerful dynasties now represent a great wealth
for historical and cultural tourism (Hossain, 1999).119 During more than five centuries (1202
A.D. to 1757 A.D.) of the Muslim rule in Bengal, many new cities were built and she was
adorned with innumerable places, forts, free-standing victory towers, mosques, madrashas,
mausoleums, roads and bridges (BPC, as cited in Hossain, 1999).120 The Bengal region has a
multifaceted folk heritage, enriched by its ancient animist, Buddhist, Hindu, and Muslim roots.
Weaving, pottery and terracotta sculpture are some of the earliest forms of artistic expression.
Bangladesh has a rich and diverse culture and her deep rooted heritage is amply reflected in her
architecture, literature, dance, drama, music and painting. Bangladeshi culture is influenced by
three great religions- Hinduism, Buddhism and Islam in successive order, with Islam having the
119
120
35
most pervading and lasting impact. The traditional music, tribal dances, drama and theatre are
old traditions and very popular in Bangladesh. A brief description of which can be presented as:
4.6.1 Historical Places
There are some places in Bangladesh which are historically important in the South Asia and
many tourists are attracted to these places. Sonargaon is one of them and is away about 30 km
from Dhaka. It is one of the oldest capitals of Bengal. This place is also famous for folk-arts and
craft museum, the shrines of Panjpirs and Shah Alia and the tomb of Sultan Giasuddin (1399-
1499 A.D.) one of the ancient monuments still intact of that region. Another one is Natore, an
old seat of the Maharajah of Dighapatiya presently known as the Uttara Ganabhaban - the
official residence of the President of the Republic of Bangladesh in Northern region, Sagordari,
Jessore, the birth place of poet Michael Modhusudan Dutta - the first modern poet of Bangla
Literature. Mujibnagar Memorial, Meherpur - the beautiful memorial dedicated to the first
revolutionary government of Bangladesh that was declared here on 14 April, 1971 during the
liberation war of Bangladesh. Trishal, Mymensingh - the place where innumerable boyhood
memories of our national poet Kazi Nazrul Islam are found around and bears the memory of the
Rebel poet Kazi Nazrul, the Shelley of Bangladesh. Gandhi Asram at Jayag in Noakhali was
built in the memory of historic visit of the Mahatma Gandhi to that place in 1946-47 and
devoted to his ideology and deep respect to the unique memories of the great soul.
4.6.2 Monuments
Monuments - Among the different monuments, the major ones include: National Memorial -
located at Savar, Dhaka , dedicated to the sacred memory of millions of unknown martyrs of
liberation war of 1971 that brought Bangladesh into being an independent country; Central
Shahid Minar - bears the symbol of Bengali nationalism and is dedicated to the honour of
martyrs of the historical language movement of 1952 to establish the right of Bengali as the
state language; Lalbagh Fort - the scene of bloody battle during the first war of independence
and the fort also includes the Tomb of Pari Bibi ( Fait lady – daughter of Nawab Shaista Khan
who succeeded Prince Mohammad Azam), mosque, Hammam Khana (bathing place) of Nawab
Shaista Khan presently housing a museum; Monuments of Bangabandhu Sheikh Mujib
located at Tungi Para, Gopalgonj in the memory of our great national leader and the father of
the nation; Martyred Intellectual Memorial to commemorate the intellectuals killed in 1971;
National Poet’s Graveyard - In the memory of revolutionary poet Kazi Nazrul Islam; World
War II Cemetery, Chittagong where over 700 soldiers burried from Commonwealth countries
and Japan, who died during the Second World War; Tomb of Sultan Ghiyasuddin Azam Shah
at Sonargaon; Mausoleums of the National Leaders, War Memorial at Mujib Nagar,
Meherpur; Mausoleum of Atish Dipankar, Bikrampur; Mausoleum of Shah Ali Bagdadi at
Mirpur; Bahadur Shah Park Monuments- dedicated in the memory of the martyrs of 1857
war against the British rule etc are the most famous monuments in Bangladesh .
4.6.3 Historical Buildings
There are some prominent buildings which are the symbols of history and have the
attractiveness to the tourists. Some of them are: Lalbagh Fort- built in 1678 A.D. by prince
Mohammad Azam, son of Mugal Emperor Aurangazeb, The National Parliament building
36
known as Jatiya Sangsad Bhaban designed by the will-known architect Louis I Kahn and is
famous as a distinctive architectural features throughout the region, Banga Bhaban – the official
residence of the President, Old High Court Building – the residence of the British Governor
which carries combined symbol of European and Mughal architectures, Curzon Hall, Chota
Katra built in 1663 A.D. by Nawab Shaista Khan, Baro Katra built in 1664 A.D. by Subadar
Shah Shuja, Nonakanda river port, Indrapukur river port at Munshiganj, Kazi Nazrul Academy
etc. All these bear the epitome of the nation's rich cultural tradition.
4.6.4 Museums
Among the different museums in Bangladesh, the major ones include National Museum
established in 1913 and which has four main departments, namely: National History, History
and Cultural art, Ethnography and Decorative art, and Contemporary art and Civilization. Each
department is enriched with rare collections; Bangabandhu Memorial Museum in the memory
of the father of the Nation who was killed by few misled army personnel and anti-freedom force
on the night of 15 August, 1975 with most of his family members; Mukti Juddho (Liberation
War) with rare photographs of our liberation war and items used by the freedom fighters and
martyrs of our glorious war; Zia Memorial Museum in Chittagong; Ahsan Manzil Museum,
Dhaka - today's renovated Ahsan Manzil a monument of immense historical beauty and
displaying of traits, furniture and household articles and utensils used by the Nawab; Folk Art
Museum established in 1975 to fulfill the dream of the celebrate painter Shilpacharya Zainul
Abedin with a rich collection of different folk objects of aesthetic and utilitarian values
reflecting the temperaments, skills and expertises of the artists and artisans who made them;
Science Museum located at Agargaon, Dhaka – a museum of modern learning centre related to
the latest scientific discoveries; Shilaidaha Kuthibari Museum, Kustia which carries memories
of Nobel Laureate poet Rabindranath Tagore (1861-1941) and preserves many of his short
stories songs and poem in this house, and some special and rare attractions like: Rabindranath
Tagore’s photographs of childhood, youth and old age are exhibited here. Some paintings
painted by Tagore display here. The paintings named Nisorgo (Nature), Nissobdo (Silence),
Sonali Sondya (Golden Evening) etc. are available here; Ethnological Museum at Chittagong
with full of extensive facilities for ethnological research of objects associated with the ethnic
tribes of Bangladesh, tribes of Australia, India and Pakistan; Court Building Museum located
on the Fairy Hill in Chittagong with the commands of magnificent view of the port city and
witness to many activities and during the war of liberation in 1971; Tribal Museum established
– a tribal cultural museum located at Rangamati and established in 1978 for the preservation of
valuable objects 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, bronze and other metals, musical instruments, ivory products, handicrafts
and paintings on tribal life, etc; Varendra Research Museum at Rajshahi, this museum has a
rich collection of objects from Mohenjodaro and also from 16th to 19th centuries with a rich
collection of interesting objects of Hindu, Buddhist and Muslim heritage; Mainamati Site
Museum, Paharpur Site Museum and Mahasthangarh Site Museum.
4.6.5 Dances, Art and Music
Bangladesh is rich with the heritage of classical dances, arts and music covering both traditional
Bengali artists and the various hill tribes. The convention of dance in Bangladesh includes
classical dance, indigenous and folk dance, ethnic groups dance traditions etc. All of these
37
widely practiced and reflect the rich culture and history of Bangladesh. The Bangladeshis on an
average have a profound relationship with nature and the music of Bangladesh is therefore
emotional, thrilled and romantic. Some of them are: classical and semi-classical songs and
music, palli geeti or folk song, Rabindra sangeet (songs by Nobel Laureate in Literature 1913,
Rabindranath Tagore), Nazrul geeti (songs by the Rebel and national poet of Bangladesh), band
music or rock music, pop songs, inspirational songs for the masses, Adhunik Gaan or modern
Bangla songs etc.
4.7 Forest, Gardens and Parks
Forests, gardens and parks can be the suitable sites for the marvellous potentialities of eco-
tourism development in the country, as there are numerous sites for the same and can be
attracted numerous tourists. The brief description of the major forests, gardens and parks of the
country has been presented in the following sections:
4.7.1 Forests
Forest is considered as renewable resource in every country. Bangladesh is no exception from

this. The major forest of Bangladesh includes:
Sundarban – The world’s largest mangrove forests is formed at the delta of the Ganges,
Brahmaputra and Meghna rivers on the Bay of Bengal. Total area of the entire Sundarbans is
about one million ha, 60% of which is found in Bangladesh and the rest in India (Sundarban
Wildlife Sanctuaries, Bangladesh, undated).121 This mangrove forest is a cluster of islands with
an approximate area of 6216 Sq. kms within the Bangladesh territory and further extended to
the south-west in the Indian Territory which includes as area of 4800 sq kms (Kamal, 1992).122
The Sundarbans - the home of world famous Royal Bengal tiger inhabited by varieties of
beautiful trees and is criss-crossed by a network of rivers and creeks. It is named as Sundarban
due to the Sundari tree is a common species of this forest. Considering the exceptional natural
value of Sundarban mangrove forest, the World Heritage committee of UNESCO
acknowledged the Sundarban of Bangladesh in the World Heritage list by their 21st session in
1997 and Bangladesh government declared the Sundarban as World Heritage Site in 1999 that it
offers fabulous opportunities for tourism. For 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 inhabit; 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, jungle walks and exploration (Moss, 1994).123 There are three wildlife
sanctuaries in Sundarbans’ heritage site like Sundarban East Wildlife Sanctuary, Sundarban
South Wildlife Sanctuary and Sundarban West Wildlife Sanctuary. A complex network of tidal
waterways, mud flats and small islands of salt tolerant mangrove forests has interconnected
these three sanctuaries. In addition to that, the region also includes the wildlife of cheetahs,
spotted deer, crocodiles, monkeys, pythons, wild bears and hyenas. Sundarban is the forest of
endless mystery. The Royal Bengal Tiger, spotted deer, monkeys, birds, beehives, imaginary
121
Sundarban Wildlife Sanctuaries, Bangladesh (undated), online, accessed 15.03.06
122
Kamal, A. Zaman (1992), p. 5
123
Moss, Peter de Vere (1994), p. 39
38
gods, and demons have made the forest mysterious (Gazi, undated).124 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. Hiron Point known as Nilkamal,
Katka and Tri Kona Island provide the best vantage points for watching tigers, deer, monkeys,
crocodiles and birds. Dublachar of Sundarban is a major point of a fishing village and where
groups of spotted deer often come to graze there. Hossain (1999)125 mentioned that Sundarbans
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. He also
added that by ensuring these arrangements , the unspoiled wilderness of the mysterious
Sundarbans will attract a huge number of local and foreign tourists for seeing sights, watching
wild lives and birds, seeing colourful forests, walking in the jungles, enjoying short-day
excursions, meeting special interests and doing other activities.
There are some other forests like Sal forest in Mymensingh, Gazipur, Comilla region and lush
green forest of Sylhet, Mymensingh and Chittagong Hill-tracts have the capabilities of
attracting tourists from all over the world.
4.7.2 Gardens and Parks
Gardens and parks are considered the tourists products. The tourists can enjoy the natural
beauty of the gardens and parks. The following are the important gardens and parks in
Bangladesh:
Suhrawardy Uddayan - Formerly known as the Race Course Maiden surrounded by Dhaka
University, Mausoleum of National poet Kazi Nazrul Islam, National Museum, Dhaka Shishu
Park, The Engineers’ Institution of Bangladesh, High Court and Supreme Court Building,
Bangladesh Shishu Academy, Curzon Hall, Bangla Academy etc which are also attractive
tourist attractions of the city. This Uddayan is historically famous because Bangabandhu Sheikh
Mujibur Rahman declared the programs of non-cooperation movement on 7 March, 1971
against the Pakistani ruler which is basically the declaration of independence of Bangladesh and
also the commander of the Pakistani occupation forces surrendered at this Uddayan on 16
December 1971.
National Park – Bhawal national park, 40 km away to the north of Dhaka is located at Gazipur
district with an area of over 16,000 acres of land. Bhawal National Park offers serenity from the
bustle of the city for the city dwellers. There is a 1000 metre long meandering man-made lake
having angling and rowing facilities in side the park. The main plants of this recreational forest
is Garjan (Assam Sal) and fauna includes small tigers, leopards, small bears, monkeys,
porcupine, foxes and pythons, lizards 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.
124
Gazi, Shahid (undated), online, accessed 19.03.06
125
Hossain, Md. Afjal, p. 43
39
Modhupur National Park –Located in Tangail district which was established in 1962 with an
area of 8436 hector of land. Once 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 21
species of mammals, 140 species of birds and 29 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.
Kaptai National Park – Established in 1999 with a total area of 5464 hectare of land which is
located in Rangamati Hill District. The green hills, vast Kaptai lake, Tribal Cultural Museum,
Rajbon Bihar, Hanging Bridge adjacent of Tourism complex, Soubolng, Kaptai Hydro-Electric
Project, numerous springs as well as the unique life style of tribal people, wildlife like Deer,
Elephant, Jungle cat, Monkey etc. in the park have made it as one of the tourist place of
Bangladesh and attracting a huge number of tourists.
Ramna Park – The largest park in Dhaka and popularly known as Ramna Green with trees,
flowers, gardens and walking, boating and restaurants facilities for the recreationists. A large
number of indigenous and foreign varieties of plants and trees are available in the park.
Himchari National Park – Established in 1980 with an area of 1729 hectare of land in
Himchari, Cox’s Bazar. Evergreen and semi-ever-green tropical forests are found in this area
with a large number of species. A 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.
Ramsagar National Park – A famous tourist spot with an area of 27.76 hectare of land at
Tejpur about 8 km away to the south of Dinajpur and was extended in 2001 over 69.16 acres of
land . It is basically the biggest man-made water tank of Bangladesh which bears some
exceptional historic events of national heritage. The tank was named after Raja Ram Nath who
excavated it on the eve of the battle of Palashi. During winter huge number of migratory birds
visits this lake which added some recreational charms of visitors.
Baldha Garden - One of the oldest botanical garden in this part of the Indian subcontinent
founded by Zamindar Narendra Narayan Roy Chowdhury in 1909 at Wari, Dhaka. There are
about 1500 indigenous and exotic plants which cover of 672 species and 87 families in the
garden. Some 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
National Botanical Garden - Established in 1961 and is located to the eastern side of National
Zoological Garden in Mirpur with a total area of 84 hectare of land. The garden has a
collection of about 100 species of local and foreign plants. About 100 varieties of roses, in the
bamboo grove 100 varieties of bamboo, varieties of sandal wood are some notable attractions of
the garden along with about 60 species of different rare and exotic plants like Anthurium
(Anthurium crystallinum), Sambucuas (Sambucus nigra), Dambia (Dombeya spectabilis),
African Tulip (Spathodea campanulata), white 'Rangan' (Ixora superba), Amazon Lily (Victoria
40
amazonica), Camphor (Cinamomum camphora), Rabbit Fern (Davallia canariensis), Harhjora'
(Vitis quadrangularis), white 'Chandan' (Santalum album), etc.
National Zoological Garden – is also known as Mirpur Zoo which is established on about 230
acres of land. This Zoo is rich with collection of nearly 1500 animals and birds including 128
species like: Lions, Royal Bengal Tiger, panthers, Kangaroo, Tapir, Deer, Monkeys,
Chimpanzees, Pythons, and Crocodiles, Elephants, Colourful Birds and other animals. There is
a zoological museum inside the Zoo. Approximately two million people visit the zoo in a year.
Sitakunda Botanical Garden and Eco-park – a reserved forest block with unique natural
beauty established in 1998 at the foothill of historically renowned Chandranath Hill at
Sitakunda, Chittagong with a total area of 808 hectare. It 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.
Madhabkunda Eco-park – established in 2001 with an area of 265.68 hectare of land and
located in Madhabkunda, Moulavibazar. 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.
Dulahazra Safari Park – a promising park for eco-tourism established in 1999 with an area of
600 hectare of land and is located near Chakaria. An amazing park where the visitors can watch
animals in natural state moving freely in large areas
4.8 Sanctuaries
In Bangladesh, there are some beautiful and ancient sanctuaries which have special appeal to
attract tourists in Bangladesh. According to Hossain (1999)126 visitors from the Middle East,
Pakistan, India, Korea, Thailand and Japan 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:
4.8.1 Mosques
In 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. Specially, Dhaka has several hundred historic mosques and is known as the city of
mosques. Some of the major notable mosques in the country includes Seven Domed Mosque
built in 17th century, Baitul Mukarram - National mosque of the country which was built after
the pattern of the Kaba Sharif, Star Mosque (a five-dome mosque) built in 18th century,
Chawkbazar Mosque, Huseni Dalan Mosque, Shait-Gambuj Mosque (160´x108´), Bagerhat
built by Ulugh Khan Jahan - the earliest torchbearer of Islam in the South who laid the nucleus
126
41
of an affluent city during the reign of Sultan Nasiruddin Mahmud Shah (1442-59), Chota Sona
Mosque at Chapai Nababgonj - one of the most graceful monuments of the Sultanate period,
Small Golden Mosque at Gaur in Rajshahi built in Sultan Alauddin Husain Shah (1493-1519),
Bagha Mosque and Kusumba Mosque at Rajshahi, Mosque of Baba Adam in Rampal near
Dhaka – a six domed mosque erected by one Malik Kafur during the reign of the last llyas
Shahi Sultan in 1483 A.D., the Shahi Jama-e-Masjid and Qadam Mubarak Mosque in
Chittagong, Begum Bazar Mosque- a five domed mosque built by Nawab Murshid Kuli Khan,
Khan Muhammad Mirdha Mosque, Mosque and Tomb of Hazi Khawaja Shahab near High
court, mosque of Rasti Khan at Hathazari, Saat Gambuj Mosque - a seven domed mosque at
Mohammadpur, etc.
4.8.2 Tombs and Shrines and Churches
There are several places of historical interest in Bangladesh. Among these, the most noteworthy
ones are: the shrine of Hazrat Shah Jajal (R) in Sylhet - the shrine which is visited by
innumerable devotees of every caste and faith everyday, the shrine of Hazrat Shah Paran (R) in
Sylhet, the shrine of Sultan Bayazid Bostami in Chittagong - the shrine which attracts a large
number of visitors and pilgrims, the shrine of Shah Amanat is an another place of religious
attraction which attracts hundreds of people daily, Tomb of Chisti Behesti near High Court,
Mirpur Mazar – the Tomb of Hazrat Shah Ali Bagdadi, Kadam Rasul Shrine in Nabiganj,
Narayangonj, Tomb of Khan Jahan Ali in Bagerhat etc.
4.8.3 Temples and Monastery
The Bangladesh region contains relics of the finest specimens of different temples and Buddist
monastic architecture. The most important temples include Dhakeshwari Temple (11th
century), Ramkrishna Mission, Kantaji Temple of Dinajpur built by Maharaja Pran Nath in
1752 - the most metaphorical among the late medieval Hindu temples of Bangladesh, Sri
Chaitanya Temple- 500 years old famous temple, Wooden Buddhist Temples at Ramu in
Cox’s Bazar, Chandranath Temple and the Buddhist Temple at Sitakund with the footprint of
Lord Buddha, Khodar Pathar Moud, Maniklir Kunda, Parasuramer Bedi in Bogra, Gokul
Medh in Mahastangarh, Kamalapur Buddhist Monastery, International Buddhist
Monastery, Merul Badda, Dhaka, Pyramidal Cruciform Temple – the largest monastery in the
South of Himalayas at Paharpur, Vasu- Vihar at Mahastangarh, Salban Bihar at Mainamati
etc., Vihara of Deva dynasty at Mainamati are some prominent temples and monastery in
Bangladesh and some extraordinary sculptures of ancient Bengal like stone figures of Buddha
from Ujani in Faridpur district, Varaha avatara from Bogra of 10th century, the Vishnu Stela
from Comilla of 11th century and Chandi image from Dhaka district of 12th 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 Ramna – the centre of all
Roman Catholic Churches in Bangladesh, Church of Bangladesh or former Holy Rosary
Church built in 1677 A.D. at Tejgaon, Bangladesh Baptist Sangha at Sadarghat, Portuguese
Church, the American Church built in 1781 A.D. etc.
42
4.9 Fairs and Festivals
Fair and festivals are the part and parcel of Bangalee culture and tradition and have played a
significant role in the life of the people in Bangladesh. These are the main ways of joy,
entertainment and color for life. It is important to mention here that most of the festivals have
sprung from religious ritual and the fairs have their roots in the very heart of the people of
Bangladesh irrespective of religion, caste or creed. Some of the major and important fairs and
festivals are:
Pahela Baishakh - The beginning of Bengali New Year is cheerily observed throughout the
country. The first day of Bengali New Year is 14th April and is observed as a govt holiday. The
day-long colourful gathering, fairs, cultural shows, tournaments, boat races, discussion etc. are
arranged throughout the country.
National Mourning Day & International Mother Language Day - 21st February of each
year is observed as a national mourning day throughout the country stated at the 1st moment
(12:01 a.m.) of the day with a silent processions, with the song amar vaier raktay rangano
ekushay February to pay homage to the martyrs of language Movement, 1952 by placing flora
wreaths at the Shahid Minar. It was a movement participating from all corners of people of
Bangalees to establish the right of ‘Bengali’ as one of the state languages instead ‘Urdu’ as only
the state language of Pakistan. The right of ‘Bengali’ was established through the blood shed
which is also the inspiration for all movements against the Pakistani including the liberation war
of Bangladesh in 1971. In 1999, UNESCO declared the day as ‘International Mother Language
Day’ and is observed the day though out the world. The day is also a public holiday in
Bangladesh.
Independence Day - One of the main state festivals in Bangladesh is ‘Independence Day.’ The
day is observed on 26 March in every year. In this day in 1971, Bangabandhu Sheikh Mujibur
Rahman declared the independence of Bangladesh. In this day, the country wears a celebratory
look especially in capital city and other major cities of the country. People from all corners of
the society including government leaders, socio-political organizations and freedom fighters
place, cultural organizations, students, intellectuals, journalists, Head of the foreign missions,
floral wreaths at the National Martyrs Monument at Savar. Bangla Academy, Bangladesh
Shilpakala Academy and other socio-cultural organizations hold cultural functions, discussions,
meetings, tournaments all over the country. For a dazzling look, all public and private buildings
and establishments are illuminated. The day is also a public holiday.
Victory Day - Another important state-festival is observed on 16 December in every year as the
‘Victory Day’ of the country. Different programs are initiated on this day like the
‘Independence Day’ through out the country. The commander of the Pakistani occupation
forces surrendered on 16 December 1971 at Suhrawardy Uddayan formerly known as the Race
Course Maiden in Dhaka and Bangladesh became as an independent country.
Eid-e-Miladunnabi - Eid-e-Miladunnabi is the birth and death anniversary of the great Prophet
Hazrat Muhammad (s) which is very important day to the Muslim community. He was born and
died the same day on 12th Rabiul Awal (Lunar Month). The Muslim community offers special
43
prayers, milad mahfils, munajats and the discussions are arranged on the Islamic ideals, way of
life and teaching of the prophet (s). The day is national a holiday.
Edi-ul-Fitre - The largest Muslim festival observed by the Muslims in Bangladesh. This is held
on the day following the Ramadan or the month of fasting. In Dhaka big congregations are held
at the National Eidgah and many mosques as well as all over the country. It’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.
Eid-ul-Azha - The second largest festival of the Muslim community is Eid-ul-Azha and also
observed in Bangladesh on the 10th of Zilhaj (the lunar month). It’s a day of sacrifice. After 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 Hazrat Ibrahim's
(AM) preparedness for the supreme sacrifice of his beloved son to Allah. It is a public holiday.
Muharram - The Day is observed through a ceremonial mournful procession of Muslim

community which is observed in 10th Muharram in (Arabic month) in memory of the awful
martyrdom of Imam Hussain (RA) on this day at Karbala in Iraq.
Bishwa Istima - A three-day long biggest congregation during December-January is held in

every year at Tongi, Gazipur near the capital city Dhaka. It is the second biggest Muslim
gathering in the world followed by the Holy Hazz at Mecca. About 15 to 20 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 Prophet Hazrat Muhammad (s), offer a special
prayer for the peace of Muslim Ummah as well as for the well-being of the world at the end of
the congregation.
Rabindra and Nazrul Jayanti - Birth anniversary of the noble laureate Rabindranath Tagore
on 25th Baishakh (May) and same of the National Poet Kazi Nazrul Islam on 11th Jaystha
(May) are observed throughout the country. Different cultural programs are arranged and
discussions are held on those occasions.
Durga Puja - The Hindu community observe their biggest religious festival popularly known
as Durga Puja through out the country for ten days and the last three days being culmination
with the idol immersed in rivers. Another very attractive festival of Hindu community which is
known as Langalbandh Mela is observed by them every year near Sonargaon on the last day of
Chaittra (last Bengali month).
Christmas - The main festival of Christmas community popularly known as "Bara Din
(Christmas Day)," is celebrated in 25th December including illumination of churches, decorating
Christmas tree and other Christian festivities and it is also a govt holiday. Several day-long
large gatherings are held at St. Mary's Cathedral at Ramna, Portuguese Church at Tejgaon,
Church of Bangladesh (Protestant) on Johnson Road and Bangladesh Baptist Sangha at
Sadarghat Dhaka.
44
Buddha Purnima - The main and important religious festival of Buddhist community is
observed through out the country. They also celebrate Baishakhi Purnima and Maghi Purnima
through out the country. In addition to that, various other festivals are habitually observed by
Bangalees all the year round.
4.10 Hills, Rivers, Lakes and Island
In Bangladesh there are some attractive hilly regions which are considered as the beautiful
tourism spots and attract a large number of tourists. These hilly regions keep significant
differences from the rest of the country on a number of points because of its indigenous
inhabitants belong to different ethnic indigenous minorities who have a distinctive lifestyle
from the majority of the population. The most of the hilly regions are located in greater
Chittagong district among which Khagrachari (known as the hilltop town), Bandarban (known
as the roof of Bangladesh) and Rangamati (also known as the Lake District) are famous ones.
There are some other attractive hills in Khasia and Jaintia in Sylhet territory.
Bangladesh is a land of rivers that crisscrossed throughout the mostly flat territories of the
country. Rivers are the most important geographical features in Bangladesh. The Padma,
Jamuna, Brahmaputra etc, the most important rivers along with other hundreds of rivers have
created breath-taking riverine beauty for the tourists.
In addition to that there are also some attractive islands and lake which can draw the attention
of the recreationists and are considered as the tourism products for the tourists. Moheshkhali-
an island off the coast of Cox's Bazar with an area of 268 square km. In this island there is a
low hill of about 300 feet high. Here the mangrove forest Atop Moinak Hill lays the old temple
of Adinath, dedicated to Shiva, Sonadia Island - another small island with an area of only 9
square km near Cox’s Bazar, Kaptai Lake- the largest Man-made lake in the world provides the
numerous opportunities for the visitors like: rowing, boat cruising, swimming etc., Rangamati
is popularly known as the Lake District. Its scenic beauty, lakeside location, colourful tribes,
homespun textile products, ivory and jewellery, speed boat cruising, water skiing, bathing or
merely enjoying nature have attracted the eyes of adventurous tourists, Foy’s Lake -
surrounded by small hills and green deep forests in the suburbs of Chittagong, an ideal spot for
outing and picnics, swimming and boating for hundreds of visitors every day.
4.11 Economic Importance of Tourism
Tourism is now considered as one of the largest and fastest growing industries in the world.
This industry has potential economic impacts on the destination countries. Most often tourism is
considered as the single largest industry in the world and both the developed and developing
countries have started to realize the economic importance of this sector and striving to
maximizing the benefit from this sector as much as possible. Frechtling (1994)127 described that
an economic benefit is best understood as a gross increase in the wealth or income, measured in
monetary terms, of people located in an area over and above the levels that would prevail in the
absence of the activity under study. Goeldner et al (2000) 128 described that tourism contributes
127
Frechtling, D. C. (1994), p. 362
128
Goeldner, C. R., Ritchie, J. R. Brent and McIntosh, R. W. (2000), p. 76
45
to gross domestic product (GDP), capital investment, employment, foreign exchange, and
export earnings; the job creation capacity of tourism is its most significant feature.
Bangladesh tourism industry with its enormous potentials is striving to reach at a satisfactory
level in order to play the expected role in the economy of the country. A major sector of the
services economy, tourism is increasingly recognized as contributing to social and economic
development as well as a beneficial activity for host countries and local communities to combat
unemployment by creating direct and indirect jobs and contributing significantly to rural
development, especially in depressed rural areas threatened by the decline of traditional
agricultural activities and it is precisely in rural areas of developing countries where most poor
people live (Siddiqi, 2006).129 He also added that the world tourism is booming and almost
imperceptibly it has become one of the fastest growing biggest industries in the world.
The General Assembly of United Nations recognized the important dimension and role of
tourism as a positive instrument for the alleviation of poverty and the improvement of the
quality of life for all people, its potential to make a contribution to economic and social
development, especially of the developing countries, and its emergence as a vital force for the
promotion of international understanding, peace and prosperity (Morena, 2004, p.1).130
The importance of tourism can be considered as a major source of revenue and can play an
important role in the economic development of Bangladesh. “Tourism is widely seen as an
important potential contributor to economic and social development in Third World countries
and there are also opportunities in post-communist countries which are in great need of
investment and advanced technology. Tourism is also relevant to strategies for sustainable
development and environmental rehabilitation in areas with great landscape and cultural values”
(Mazurski, 2000).131 According to the World Tourism Organization, a total number of 763.25
million international tourist traffics were recorded during 2004 and received US$ 622.68 billion
from this sector (WTO, 2005)132 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 (Gilbert,
1989).133 Another scholar Sinclair (1998)134 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 major
economic activity with in developing countries often contributing more foreign currency than
traditional primary commodity exports. He 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 (Thirlwall, 1979; Thirlwall and Nureldin-
Hussein, 1982 as cited in Sinclair, 1998).135 As Bangladesh is facing the constraints in foreign
currency as well as the adverse position in the balance of payment account, the proper policy
129
Siddiqi Raquib (2006), New Nation
130
Morena, Antonio de la (2004), p. 1
131
Mazurski, Krzysztof R. (200), pp. 173-179
132
133
Gilbert, D. C. (1989), p. 86
134
Sinclair, M. T. (1998), p. 1
135
Sinclair, M. T. (1998), p. 22
46
and strategy for the development of tourism industry can contribute positively to overcome the
situation.
Promotion 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. Sinclair (1998)136 again
argued that ‘‘the promotion of domestic tourism is necessary, not only as an important objective
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. Kale and Katherine (1986)137 recognized 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 5.5% and exceeded 800 million for the first time ever and it is expected for
the year 2006 that the same will grow between 4 - 5% in 2006 (WTO, 2006). 138 Tourism is one
of the growth sectors of the global economy and world-wide it is predicted to more than double
from 2000 figures by 2020, when World Tourism Organization calculates there will be 1.6
million international travellers (Kastelein, 2005).139 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 internationalized, but, more significantly, it is
becoming increasingly globalized which is always regarded as the product of the liberalization
that has been the hallmark of economic policy throughout the world during the past decade.
Tourism is no doubt exception from this. Because the internationalization of services is at the
core of today's economic globalization and tourism has become one of the most important
industries in the world, and its economic impacts are vital for many countries (Fayed & Fletcher
2002).140
Tourism not only helps the national development but also contribute to regional development.
As a result, tourism is increasingly seen as a catalyst for regional development, and a number of
studies and projects have investigated how tourism could support development in peripheral
regions (Briedenham and Wickens, 2004; Murphy and Williams, 1999 as cited in Becken,
2005).141 Zhang and Murphy (2003 as cited in Becken, 2005)142, for example, discussed four
different models for regional tourism development in Victoria, Australia, and Yunnan, China,
concluding that government policies have considerable influence on how stakeholders in the
regions perceive growth, the dispersion of development, metropolitan control and major factors
for development. The concept of rural tourism is not new; what is new is the recent policy focus
136
Sinclair, M. T. (1998), p. 25
137
Kale, Sudhir H. and Katherine, M. Weir (1986), p. 6
138
139
Kastelein, Barbara (2005), p. 49
140
Fayed, H & Fletcher, J (2002), pp. 207-230
141
Becken, Susanne (2005), p. 27
142
Becken, Susanne (2005), p. 25
47
on rural tourism as an economic development tool in the overall strategic planning for rural
revitalization (Edgell and Cartwright).143
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 localized economic development in these often neglected areas. According to Antonio
Enriquez Savingnac, Secretary General of the World Tourism Organization, the opportunity
that tourism offers for positive economic and social benefits for tomorrow will depend on
decisions made today (Quoted by Edgell, 1990).144
Tourism is an exchange process, an experience which has value to tourists (Calantone and
Mazanec, 1991).145 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 individuals' and host community's 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. At
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
jobs. 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. Goeldner et al
(2000)146 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 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 (2004)147 claimed that
tourism brings economic development and the creation of direct and indirect jobs 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
Review of World Tourism (WTO, 1986 as cited by Pannell Kerr Forster Associates, 1988)148
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 25 percent of these workers were in tourism-
related jobs. Tourism has become the single largest employer in the world.
143
Edgell, David L. and Cartwright, Mary L. (1990), p. 15
144
Edgell, David L. (1990), p. 51
145
Calantone, Roger J. and Mazanec, Josef A. (1991), p. 103
146
Goeldner, C. R., Ritchie, J. R. Brent and McIntosh, R. W. (2000), pp. 414-415
147
148
Pannell Kerr Forster Associates (1998), p. 1
48
As we know that tourism an industry with multi-faceted activities and it has a multiplier effect
in the economy. The Organization for Economic Cooperation and Development (OECD) has
estimated that within member countries, each $ 1 billion of additional tourism spending creates
33,000 new jobs through a multiplier effect (Palmer, 1995).149 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 objectives like in
improving the physical environment of the tourism related area. In terms of world statistics,
“The world Travel and Tourism Council projected in 1994 travel and tourism would generate
direct and indirect employment for more than 200 million people – one of every nine workers in
the world economy and in the United States, the projection was that travel and tourism
supported one of every 10 workers directly and indirectly (Gatty 1993 as cited in Tooman,
1997).150 Goeldner et al (2000)151 mentioned that according to World Travel and Tourism
Council (WTTC) estimates, in 1998 there are that tourism’s economic activity generated about
231 million jobs in 1998, or about one in nine workers worldwide and expects 328.4 million
jobs being created in the tourism sector with in 2010 and will increase faster than traditional
industries by as much as 59 percent. They also added that the contribution of tourism in
employment creation for South Asia was 33.7 million in 1998 and will increase to 57.8 million
in 2010 and the contribution to Gross Domestic Product (GDP) was US$ 40.9 billion in 1998
and US$ 156.4 billion in 2010 while the contribution to World GDP was US$ 3564.3 billion in
1998 and it is expected to be increased to US$ 8008.4 billion in 2010. As 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. As the same time, if Bangladesh can promote this industry
successfully, then it will provide an opportunity to increase the GDP as well as the foreign
exchange earnings.
Tourism not only facilitates the creation of jobs but also contributes to the distribution of wealth
among regions of different income. Edgell and Cartwright (1990)152 pointed out that tourism
redistributes income through out the nation, and from foreign countries to host country’s rural
communities. They also added that Tourism generated income circulates from hand-to-hand
through such communities, and creates and supports jobs, 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. A 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.
At the end of eighties by recognizing the dire state of rural America and also travel and tourism
importance as a tool for rural economic growth and diversification, Congress directed the
United States Travel and Tourism Administration (USTTA) to undertake a two-part national
study for the purpose of determining : (i) the ways in which small business in rural area can be
promoted through travel and tourism: and (ii) 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
149
Palmer, Adrian (1995), pp. 616-617
150
Tooman, L. Alex (1997), p. 917
151
Goeldner, C. R. Ritchie, J. R. Brent and McIntosh, R. W. (2000), pp. 76, 412
152
49
(Edgell and Cartwright, 1990)153 They also stated the committee concluded the need for federal
policy on rural tourism; travel and tourism could be an important tool for rural economic
revitalization, and it should be an essential component of broader rural economic development
strategies and based on the recommendations of the committee, White House recognized the
importance of tourism as an important policy tool in rural revitalization efforts came on January
22, 1990.
It 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 enjoy through tourism (Hossain, 1999).154 Moreover, the recent surge in
business and pleasure travel represents an unparalleled demand for tourism-related service (Rao
et al, 1999).155 As a result, if due attention is given for the development of the industry, people
from all level can participate to enjoy 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 (Davidson, 1994)156. Talukder
(1984)157 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. In an another study, Hasan (1992)158 claimed that tourism has emerged 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 1960-79, the growth rate of
international tourism was found almost equal to that of the world exports. In addition to that, he
also claimed that tourism creates friendship among the people of different nations and different
culture; the bond which goes long way to consolidate international peace and cooperation. From
an international angel, therefore, the tourism and travel industry helps in bringing about better
understanding and peace in the world (Singh, 1987).159 Tourism has a noticeable impact on the
balance of payments of many countries. If Bangladesh can utilize the full potential of its
tourism then it will help to earn a large amount of foreign currency from this industry which can
be utilized to fulfill the disfavourable gap of the country’s balance of payment account.
Goeldner et al (2000)160 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
153
154
155
Rao, S. R., E. G. Thomas and R. G. Javalgi (1990), p. 3
156
Davidson, Rob (1994), p. 152
157
Talukder, Abu Syed (1984), pp. 83 -84
158
Hasan, Syed Rashidul (1992), pp. 4 -7
159
Singh, K. Bhawani (1987), p. 18
160
Goeldner, C. R., Ritchie, J. R. Brent and McIntosh, R. W. (2000), p. 412
50
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
(Tooman, 1997).161
Considering the economic importance of tourism industry, the Bangladesh government has
initiated some steps for the development of the country’s tourism industry. One of the
noteworthy initiatives is the preparation of Strategic Master Plan by Pannell Kerr Forster, an
international consulting firm which was sponsored by the World Tourism Organization (WTO)
and funded by the United Nation Development Programme (UNDP). Siddiqi (2006)162 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 country's 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. He 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 National Tourism policy in 1992 where the tourism was recognized to contribute in
poverty alleviation and in the Industrial Policy of 1999 tourism was considered as an industry
and identified as Thrust Sector. All the governments from the independence of Bangladesh in
1971, 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. As a result, Bangladesh is at the bottom of the list of
SAARC countries in terms of tourism development. In terms of number of tourist arrivals and
earnings from this sector is far less than that of India, Sri Lanka, Nepal or Pakistan 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.
Due 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 major contributor in the economy in the years to come.
161
Tooman, L. Alex (1997), p. 930
162
Siddiqi, Raquib (2006), New Nation
51
4.12 Perception or Image of Bangladesh as a Tourist Destination
The perception toward a tourist destination is the sum total of beliefs, ideas, impressions, and
expectations that a tourist holds about a destination. Engel et al. (1986)163 stated that image
refers to the consumers’ subjective perceptions of how an alternative performs on important
evaluation criteria. The promotional activities undertaken by the tourism industry can play an
important role in providing competitive advantages to one tourist destination over another.
Tourists perceive many images of their destinations and these images in turn influence their
behavior, attitude, and predispositions as consumers (Ahmed, 1996).164 The author also pointed
out that merely possessing outstanding tourism resources are not sufficient to attract the optimal
number of tourists to a tourist destination rather tourists’ image of a destination and the attitude
of tourists toward that destination seem to be two of the most important factors responsible for
this variation. The author consider this behind the aggressiveness of the promotion campaigns
lunched by tourist destinations has added a new dimension to competitiveness and has resulted
in increasing numbers of image advertisements in travel and tourism literature and in the mass
media and collectively the tourist destinations are spending billions of dollars annually on
image building and image correction promotion programs.
Briton (1979, as cited in Echtner 2002)165 in his article “The Image of the Third World in
Tourism Marketing” pointed out the inability of the tourism industry to represent destinations as
real places and noted that the Third World destinations are portrayed as paradise, unspoiled,
sensuous, mystical and /or exotic and these types of representation affect tourists’ expectations
and behavior. In addition to that when tourists perceive of places as less than real their behavior
is less than acceptable. Culture is an important dimension to attract tourists to a particular
destination. The strengthening of cultural links is important to overcome the often negative
perception of India and South Asia in general among Southeast Asian countries (Yahya,
2003).166 Bangladesh as a South Asian country can develop the cultural link with its
surrounding regions to overcome the image problem and can attract more tourists from other
South Asian and Southeast Asian countries.
Image 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 (Shahid, 2004).167 But the world thinks of Bangladesh as
poor, flood-ravaged, and more of a disaster zone than a travel destination (LenR, 2005). 168 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. Pannell Kerr Forster (1988, as cited in Hossain and Hossain, 2002) 169 expressed a
similar opinion in the project findings and recommendation for Strategic Master Plan for
Bangladesh Tourism. The comment is like “that the international media so often project
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
163
Engel, James F., Roger, D. Blackwell, and Paul, W. Miniard (1986), Chicago: The Dryden Press
164
Ahmed, Zafar U. (1996), p. 38
165
Echtner, Charlotte M. (2002), p. 414
166
Yahya, Faizal (2003), p. 362
167
Shahid, Gazi (2004), online, accessed 19.03.06
168
LenR (2005), online, accessed 19.04.06
169
52
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. It also blamed the BPC for not playing its role completely as a
national tourism promotion agency and suggested preparing itself for playing its proper role in
this regard.”
The intermittent political turmoil also often leads tourists disinterested to travel Bangladesh.
When 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 (Shamim, 2000).170 Many foreigners still know Bangladesh as a country of poverty,
beggars, floods, and political unrest (Hossain and Firozzaman, 2003).171 The authors also
mentioned that desperate projection 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. If 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
(though it is very few) 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 (Das, 1999).172 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 South Asia with a total area of
144,000 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, Sundarban forest (the forest of endless mystery)- the
world's largest mangrove forest and one of the World Heritages in the UNESCO list, home of
the Royal Bengal Tiger and the wild lives, Hill Tracts Districts/Tribal people/Trekking, Tiger
Trails Dolphin, Bird, wildlife watching cruises, warbling of birds in green trees, wind in the
paddy fields, plenty of sunshine, world's longest and unbroken (120 km long) natural sea beach
in Cox’s Bazar sloped gently down to the blue waters of the Bay of Bengal, Kuakata sea beach-
a truly a virgin beach offering a full view of both the sunrise and sunset, rich cultural heritage,
relics of ancient Buddhist civilizations and colourful tribal lives, an old and eventful historic
place and home of an ancient civilisation, rich archaeological sites with numerous historical
monuments representing Hindu, 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 world's tourist maps. For those with interest in knowing an unknown and
fascination for unspoiled beauty of nature – rivers, forests, sea beaches, lakes, hills etc - a visit
170
Shamim, Ehsan (2002), p. 5
171
Hossain, Md. Afjal and Firozzaman, M. (2003), pp. 60-61
172
Das, Pial (1999), p. 16
53
to Bangladesh, just opening up to the tourists, is bound to be a rewarding experience (Editorial
note, 2006).173
Despite of the above facts, Bangladesh has not taken appropriate measures to counter its
negative image abroad as a country that faces abject poverty, floods and cyclones. Bangladesh
Parjatan Corporation (BPC) – the National Tourism Organization (NTO) 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 Image
of Bangladesh posted by Rezwan (2006)174 pointed out “Incredible India- this type of
advertisements is all over in Germany, in buses, newspapers, billboards to promote tourism to
India. And I am sure this program runs in many countries. But where is Bangladesh in this
regard? I had to mention India's name to several people while trying to explain the location of
Bangladesh, whose name they have seldom heard.” This indicates that Bangladesh is suffering
from not only image problem but also from the point of identity to some extent. Muqbil
(2005)175 mentioned that Bangladesh has taken little measures to counter its "negative image
abroad" as a country that faces "abject poverty, floods and cyclones" and blamed that in 2003-
04, the Tourism Corporation, which is responsible for marketing, was given only 10 million
taka (about US$158,000) and for the fiscal years 2004-05 and 2005-06, "no funds have been
allocated" making it impossible to conduct marketing campaigns in a highly competitive
market. He 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 National Tourism
organization could not reverse the existing image of the country by highlighting the real
atmosphere and situation suitable for the tourists. It is expected that the BPC along with other
private tour operators will prioritize the issue of correcting the image by undertaking aggressive
promotional measures in order to develop tourism in Bangladesh. The government should also
extend the cooperation in this regard by playing the major role in building the positive image so
that the industry can play it proper role to the economy of the country.
4.12.1 Tourists’ Impressions on the Price of Some Important Tourism

Components
Tourists’ impressions toward the tourism service(s) are important for the marketers. The
positive impression obviously will result the repeat visit by the same tourist as well as it will
serve the purpose of word of mouth advertisement for the destination. Buyers judge whether a
product or service is fairly priced by asking themselves whether it represents value for money
(Holloway and Chris, 1995).176 It is expected that the tourists will receive more value or at least
equal to their perceived value after visiting the destination or tourist spot. Any change in price
173
Editorial Note ( 2006), The Bangladesh Monitor
174
Rezwan (2006), online, accessed 19.04.06
175
Muqbil, Imtiaz (2005), online, accessed 15.04.06
176
Holloway, J. Christopher and Chris, Robinson (1995), p. 87
54
or quality at a particular point of time will also change consumers’ perception on the value
(Hossain, 19990).177 The author attempted to show in his study about the reasonableness of
prices on some selected components of tourism arrangements in Bangladesh which is presented
in the following table (Table 4.1):
Table 4.1 Tourists’ Impressions on the Prices of Some Important Tourism Components
Tourism Don’t Highly Quite Fairly Quite Highly Mean

Components Know Reasonable Reasonable Reasonable Unreasonable Unreasonable Score
Frequency (5) (4) (3) (2) (1)
Food & 6 7 23 48 16 1 3.2
Drinks (5.94) (6.93) (22.77) (47.52) (15.84) (0.99)
Accommoda 13 5 16 41 18 8 2.91
tion (12.87) (4.95) (15.84) (40.59) (17.82) (7.92)
Transport 12 5 46 32 6 00 3.56
(11.88) (4.95) (45.54) (31.68) (5.94) (00)
Guided 62 4 7 13 12 3 2.92
Packaged (61.38) (3.96) (6.93) (12.87) (11.88) (2.97)
Tours
Information 48 21 19 9 4 00 4.08
materials (47.52) (20.79) (18.81) (8.91) (3.96) (00)
Shopping 26 27 25 20 3 00 4.01
Items (25.74) (26.73) (24.75) (19.80) (2.97) (00)
Source: Hossain, Md. Afjal, Marketing of Tourism Industry in Bangladesh: An Empirical Study of Performance
and Strategy, 1999, Unpublished Ph.D Thesis, University of Pune, India, p. 101
The table shows that the tourists’ impressions on most of the arrangements of tourism in
Bangladesh are below the scale of quite reasonable (mean score is below 4:00). The information
materials and shopping items have considered to them as quite reasonable (mean score is above
4.00). It 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.
4.12.2 Effectiveness of Promotional Measures of Bangladesh Tourism

Industry
It was mentioned earlier that promotional measures play a vital role in tourism marketing like
other products or services which needs the marketers to conduct the same in an effective way.
Effectiveness in this regard means how the promotion can produce the positive result by
influencing the tourists to visit the promoter’s destination. So, effectiveness is important rather
than how much the promoter has spent for this purpose or how many times he has advertised or
even which media he has used. The ultimate goal is to reach the advertiser’s message to the
potential tourists and to influence them positively to visit the destination of the advertiser. The
following table (Table 4.2) shows the effectiveness of various forms of promotional measures
of Bangladesh tourism industry:
177
55
Table 4.2 Effectiveness of Various Promotional Measures of Tourism Industry in
Bangladesh
Form of Promotion Don’t Highly Quite Fairly Quite Highly Mean

Know Effective Effective Effective Ineffective Ineffective score
Frequency (%) (%) (%) (%) (%)
(%) (5) (4) (3) (2) (1)
Advertisement 86 00 1 10 2 2 2.67
(85.14) (00) (0.99) (9.90) (1.98) (1.98)
Publicity 81 00 5 9 5 1 2.90
(80.19) (00) (4.95) (8.91) (4.95) (0.99)
Information Materials
(Brochures, Guides, 48 4 14 18 11 6 2.98
Souvenirs, Folders, (47.52) (3.96) (13.86) (17.82) (10.89) (5.94)
Handbooks.)
Posters and View 74 2 5 8 10 2 2.81
Cards (73.26) (1.98) (4.95) (7.92) (9.90) (1.98)
Cable TV Highlights 86 2 2 4 4 3 2.73
(85.14) (1.98) (1.98) (3.96) 3.96() (2.97)
Internet 93 00 2 5 1 00 3.13
(92.07) (00) (1.98) (4.95) (0.99) (00)
Word of Mouth 53 17 18 12 1 00 4.06
(WOM) (52.47) (16.83) (17.82) (11.88) (0.99) (00)
Motivation by 62 5 22 9 2 1 3.72
Foreign Tour (61.38) (4.95) (21.78) (8-91) (1.98) (0.99)
Operators
Motivation by 81 00 7 6 5 2 2.90
Foreign Travel (80.19) (00) (6.93) (5.94) (4.95) (1.98)
Agencies
Biman’s Overseas 83 00 2 5 4 7 2.11
Offices (82.17) (00) (1.98) (4.95) (3.96) (6.93)
Bangladesh Mission 65 2 5 11 11 7 2.56
Abroad (64.35) (1.98) (4.95) (10.89) (10.89) (6.93)
Source: Hossain, Md. Afjal and Firozzaman, M. (2003) Strategic Promotional Approaches to Developing
Tourism in Bangladesh: An Empirical Study of Some Selected Tour Operators, Bureau of Business Research,
University of Dhaka, p. 51
It is found from the above table (Table 4.2) that only word of mouth is quite effective with a
mean score of 4.06. Tourists rely more on personal source of information and, hence, personal
selling will be the most effective promotional tool in tourism marketing (Kumar, 1994). The
mean score of Internet is 3.13 and motivation by foreign tour operators is 3.72 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 Airline is not good and the Biman’s overseas offices failed to contribute in this
regard. The mean score of Biman’s overseas offices is 2.11 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 3.10 with a standard deviation of 0.53
which is slightly higher than the mid-value of the scale. This overall mean effectiveness score
3.10 can be considered that the promotional measures of Bangladesh tourism industry is fairly
effective.
56
4.13 Statistics on Tourist Arrivals and Earnings
The overall picture of the present status of the tourism industry of any country can be
considered in terms of the number of tourist arrivals and the earning from this sector. Any one
can measure the position of any country’s tourism and its share to the world market or to any
regional or even to sub-regional markets. The statistical data and its trend is one of the major
indicators by which any one can have an idea on the sector. Here, the researcher attempted to
focus on position of the same sector based on the statistical data on the number of tourist
arrivals and the earnings from the sector.
4.13.1 World Tourist Arrivals and Receipts
The mobility of tourism market is booming. Now it is one of the fastest growing and the single
largest industry in the world and is now considered as a vital force for the economic
development of any country. The contribution of tourism is multi-dimensional like: to foreign
exchange earnings, employment generation, exchanging cultural views, peace keeping and as a
whole for the economic development especially for the developing countries like Bangladesh.
As a result, every country is trying to attract more tourists to its destination in order to earn
more foreign currency which results an increasing trend both in tourist arrivals and earning
every year. The following table (Table 4.3) shows the picture of world tourist arrivals and the
earnings from this sector:
57
Table 4.3 World Tourist Arrivals & Receipts (1990, 1995 and 2000-2005)
Arrivals Receipts
Year Change Change(%)
(Million) (Billion US$)
1990 441 - 280 -
1995 538 - 423 -
2000 681 - 496 -
2001 680 0.15% 482 -2.82%
2002 700 2.94% 482 00%
2003 690 -1.43% 524 8.71%
2004 763 10.58% 623 18.89%
2005 808 5.90% NA NA
Source: UNWTO Tourism Highlights, Edition 2005, World Tourism Organization, available from:
http://www.world-tourism.org/facts/menu.html (accessed 18.5.06)
NA – Not available
The above table indicates that the total world tourist arrivals in 1990 were 444 million and in
2005 it increased to 808 million which is about doubled in the last fifteen years. On the other
hand the earning from the same was US$ 280 in 1990 and it increased to US$ 623 which 223%
of base year 1990. 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 amazing.
4.13.2 International Tourist Arrivals and Earnings by Regions

It was revealed from the previous discussion that the world’s tourism is performing very well at
least in-terms of the number of tourist arrivals and the earnings from the industry. But it does
not provide any guarantee that every region has the same picture. Some regions have more
upward trend and other do not have. Considering this view, researcher attempted to find out the
scenario of the industry and the following table (Table 4.4) presents the regional performance of
tourist arrivals:
Table 4.4 International Tourist Arrivals (in 1000) by Regions and Share of each Region
Year Regions Total World
Africa The America Asia and the Europe Middle East Arrivals
Pacific
1990 15,160 92,803 57,740 265,290 10,040 441,033
(3.44) (21.04) (13.09) (60.15) (2.28) (100.00)
1995 20,438 108,994 85,024 309,306 14,300 538,062
(3.80) (20.26) (15.80) (57.49) (2.66) (100.00)
2000 28,154 128,160 114,863 384,147 25,238 680,562
(4.14) (18.83) (16.88) (56.45) (3.71) (100.00)
2002 29,492 116,637 131,108 394,034 29,156 700,427
(4.21) (16.65) (18.72) (56.26) (4.16) (100.00)
2003 30,763 113,093 119,255 396,579 29,999 689,689
(4.46) (16.40) (17.29) (57.50) (4.35) (100.00)
2004 33,222 125,757 152,503 416,362 35,391 763,235
(4.35) (16.48) (19.98) (54.55) (4.64) (100.00)
Source: Compiled from Tourism Market Trends, 2005 Edition – Annex, World Tourism Organization
(WTO), and available from: http://www.world-tourism.org/facts/menu.html (accessed 13.04.06)
58
It is clear from the above table that Europe captured the major share of the world tourism
market and attracted 265, 290,000 tourists in 1990 which increased to 416, 362,000 in 2004 and
the share in total world tourist arrivals was 60.15 percent and 54.55 percent respectively for the
same period. America had 21.04 percent share in 1990 and 16.48 percent in 2004 though the
number of tourist arrivals increased to 125,757, 000 from 92,160,000 in the same period. It is
important to note that both the Europe and the America lost its market share by 5.60 percent and
4.56 percent during the period. On the other hand, the position of Asia and the Pacific 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 152,503,000 in 2004 from 57,740,000 in 1990 and the share of
which increased to 19.98 percent from 13.09 percent in the same period. The growth rate in
tourist arrivals in Asia and the Pacific 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 major 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 (Table 4.5) given below shows the foreign currency earned
by each region from tourism:
Table 4.5 International Tourism Receipts (US$ million) by Regions and Share of each
Region
Regions
Year Total World
Africa The Asia and the Europe Middle East Receipts
America Pacific
1990 6,402 69,320 46,667 145,631 5,134 273,154
(2.34) (25.38) (17.08) (53.31) (1.88) (100.00)
1995 8,544 98,447 81,988 211,863 10,465 411,307
(2.08) (23.94) (19.93) (51.51) (2.54) (100.00)
2000 10,608 130,960 90,383 231,597 15,631 479,179
(2.21) (27.33) (18.86) (48.33) (3.26) (100.00)
2002 11,843 113,749 99,069 241,238 15,660 481,559
(2.46) (23.62) (20.57) (50.10) (3.25) (100.00)
2003 15,494 114,104 94,855 282,913 16,836 524,202
(2.96) (21.77) (18.10) (53.97) (3.21) (100.00)
2004 18,335 131,682 124,960 326,693 21,005 622,675
(2.94) (21.15) (20.07) (52.47) (3.37) (100.00)
Source: Compiled from Tourism Market Trends, 2005 Edition – Annex, World Tourism Organization (WTO),
and available from: http://www.world-tourism.org/facts/menu.html (accessed 14. 04. 06)
In term of foreign currency earnings, Europe is at the top most position in the world. This
region earned US$ 145,631 million in 1990 and US$ 326,693 in 2004 which constitutes 53.31
percent and 52.47 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 5.60
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 America decreased to 21.15 percent in
2004 from 25.38 percent in 1990. Both the earnings and its share for Asia and the Pacific have
59
increased during the period. Asia and the Pacific earned US$ 46,667 million in 1990 and it
increased to US$ 124,960 million in 2004 and the share of which is 17.08 percent and 20.07
percent for the same period. It is noteworthy to mention that the achievement of Asia and the
Pacific 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 3.01 percent though the share of arrivals increased by
6.89 percent for the same period.
4.13.3 International Tourist Arrivals and Earnings in Asia by Sub-Regions
The data and discussion of the previous section shows that the growth rate in terms of tourist
arrivals, earnings from tourism by Asian region is accelerating in compare to any other regions
of the world. Again the analysis can be made on the sub-region of Asia and the Pacific to show
the position of each sub-region. The following table (Table 4.6) presents the tourists arrivals in
different sub-regions of Asia and the Pacific:
Table 4.6 International Tourist Arrivals in Asia and the Pacific (in 1000) by Sub-Regions
and Share of Each Sub-Region
Regions Total in Asia and

Year
North-East Asia South-East Asia Oceania South Asia the Pacific
1990 27,969 21,469 5,152 3,150 57,740

(48.44) (37.18) (8.92) (5.46) (100.00)
1995 44,115 28,592 8,085 4,233 85,024
(51.89) (33.63) (9.51) (4.98) (100.00)
2000 62,525 37,006 9,247 6,086 114,863
(54.43) (32.22) (8.05) (5.30) (100.00)
2002 74,127 42,015 9,133 5,833 131,108
(56.54) (32.05) (6.97) (4.45) (100.00)
2003 67,595 36,189 9,045 6,427 119,255
(56.68) (30.35) (7.58) (5.39) (100.00)
2004 87,576 47,252 10,175 7,501 152,503
(57.43) (30.98) (6.67) (4.92) (100.00)
Available from: http://www.world-tourism.org/facts/menu.html (accessed 13.04.06)
The above table shows that among the four sub regions of Asia and the Pacific, the position of
North-East Asia is at the top followed by South-East Asia and then Oceania. The position of
South Asia is at the bottom of the four sub-regions. The amazing growing trend is observed in
North-East Asia. During the period from 1990 to 2004, North-East Asia not only receipts the
increased number of tourists from 27,969,000 to 87,576,000 but also increased the share in this
region from 48.44 percent to 57.43 percent. On the other hand, though the number of tourist
arrivals in South East Asia increased to 47,252,000 in 2004 from 21,469,000 in 1990, the share
decreased to 30.98 percent from 37.18 percent in the same period. The scenario of Oceania is
same. The number of tourist arrivals increased in this sub-region though the shares of which
60
decreased 6.67 percent in 2004 from 8.92 percent in 1990. The position of South Asia is more
or less unchanged in the share which remains close to 5 percent in most of the years though the
number of tourist arrivals increased. In terms of arrival, North-East Asia could gain the most
benefit of more growing trend of tourism in Asia and the Pacific by exploiting its potentials.
But South Asia 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 (Table 4.7) shows the earnings of the sub-regions of Asia and the Pacific:
Table 4.7 International Tourism Receipts (US$ million) in Asia and the Pacific by Sub-
Regions and Share of each Sub-Region
Year Regions Total in Asia

and the Pacific
North-East South-East Oceania South Asia
Asia Asia
1990 23,001 14,479 7,158 2,029 46,667
(49.29) (31.03) (15.34) (4.35) (100.00)
1995 38,017 26,696 13,871 3,405 81,988
(46.37) (32.56) (16.92) (4.15) (100.00)
2000 46,030 26,004 13,844 4,505 90,383
(50.93) (28.77) (15.32) (4.98) (100.00)
2002 51,721 27,643 14,461 5,243 99,069
(52.21) (27.90) (14.60) (5.29) (100.00)
2003 47,104 24,335 17,605 5,811 94,855
(49.66) (25.65) (18.56) (6.13) (100.00)
2004 63,565 31,752 22,311 7,332 124,960
(50.87) (25.41) (17.85) (5.87) (100.00)
Available from: http://www.world-tourism.org/facts/menu.html (accessed 14.04.06)
It is depicted from the above table that the share of North-East Asia was 50.87 percent in 2004
and which was 49.29 percent in 1990. It also indicates that the share of this sub-region in
earnings has decreased by 1.58 percent though the share of tourist arrivals has increased by 8.99
percent. The share of South-East Asian sub-region in earnings was decreased by 5.62 percent
where the share in tourist arrivals decreased by 6.20 percent. The opposite picture is found that
the share in tourist arrivals in Oceania decreased by 2.25 percent from 1990 to 2004 but the
same in earning increased by 2.52 percent. The position of South Asia in tourist arrivals
remained more or less unchanged but there is an increase in earnings from 4.35 percent in 1990
to 5.87 percent in 2004.
61
4.13.4 International Tourists Arrivals and Earnings in South Asian
Countries
In the past few years, though there is no remarkable progress in the share of South Asia among
Asia and the Pacific region but in terms of the number of tourist arrivals have increased to an
outstanding level. Even some of the South Asian countries are performing well and have
achieved a remarkable progress. The following table (Table 4.8) shows the international tourist
arrivals in South Asian countries and share of each country:
Table 4.8 International Tourists Arrivals in South Asia (1000) and Share of Each Country
Country Banglad Bhutan India Iran Maldives Nepal Pakistan Sri Lanka Total
Year esh
1990 115 2 1707 154 195 255 424 298 3150

(3.65%) (0.06%) (54.19%) (4.89%) (6.19%) (8.10%) (13.46% (9.46%) (100%)
)
1995 156 5 2124 489 315 363 378 403 4233
(3.69%) (0.12%) (50.18%) (11.55%) (7.44%) (8.58% (8.93%) (9.52%) (100%)
)
2000 199 8 2649 1342 467 464 557 400 6086
(3.27%) (0.13%) (43.53%) (22.05%) (7.67%) (7.62% (9.15%) (6.57%) (100%)
)
2002 207 6 2384 1585 485 275 498 393 5833
(3.55%) (0.10) (40.87%) (27.17%) (8.31%) (4.71% (8.54%) (6.74%) (100%)
)
2003 245 6 2726 1546 564 338 501 501 6427
(3.81%) (0.09%) (42.41%) (24.05%) (8.78%) (5.26% (7.80%) (7.80%) (100%)
)
2004 271 9 3371 1659 617 360 648 566 7501
(3.61%) (0.12%) (44.94%) (22.12%) (8.23%) (4.80% (8.64%) (7.55%) (100%)
)
and available from: http://www.world-tourism.org/facts/menu.html (accessed 10.04.06)
It 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.
For example, during the last fifteen years the number of arrivals increased to 7.50 million in
2004 from 3.15 million in 1990 in which India has the major market share in this region.
Among the eight countries, India had the market share of 54.19 percent in 1990 and 44.94
percent in 2004 and the total number of tourist arrivals was 1,707,000 and 3, 371,000
respectively. But the fact is that India lost 9.25 percent from its share in 2004 from the same of
1990 though the number of tourist arrivals almost doubled at that time. The second top position
is now holding by Iran and the country has increased its share to 22.12 percent in 2004 from
only 4.89 percent in 1990 which can be considered a very positive growth for tourism in Iran.
The share of Maldives in 2004 increased to some extent compare to that of 1990. In 1990, the
share of Maldives was 6.19 percent which increased to 8.23 percent in 2004. At the same time,
62
the share of Nepal, Pakistan and Sri Lanka has decreased in 2004 compare to that of 1990. The
share of Bangladesh which one is under study of the present researcher almost remained same
during the period. Bangladesh had 3.65 percent share in 1990 and the same was 3.61 percent in
2004 and the position of Bangladesh remained the same (7th out of eight countries) and just
above the position of Bhutan which have very insignificant or negligible number of tourist
arrivals.
The World Tourism Organization forecasted that in the year of 2010, the total world tourist
arrivals will be 1,006.4 million and it will rise to 1,561.1 million in 2020 and the figure of the
same for South Asia will be 10.6 million and 18.8 million in the year of 2010 and 2020
respectively.178 WTO also forecasted that the number of tourist arrivals in Indian Ocean
destinations will be 91.544 million and 179.249 in the year of 2010 and 2020 respectively and
the figure of the same in Bangladesh will be 0.255 and 0.415 million in the corresponding
years179. This estimate shows that in the Indian Ocean’s destinations, in 2020 the total tourist
arrivals will be doubled than the number of 2010 and in Bangladesh the number will increase by
63 % in 2020 from the same of 2010. But the data shows that in Bangladesh the total tourist
arrivals in 2004 is 0.271 million which is higher than the forecasted figure of WTO for the year
2010 which indicates that Bangladesh will receive more tourists than the forecasted figure in the
years 2010 and 2020. The expectation and estimates made by BPC shows that Bangladesh will
receive 0.9 million tourists in 2020. But the trend analysis by using the data on the tourist
arrivals during 1991 to 2004 which has been shown in the following section does not support
this expectation and estimates made by BPC.
It was also attempted to judge 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 (Table- 4.9) presents foreign currency
earnings by each country and share of them of the aforementioned region:
178
. World Tourism Organization (2000) Tourism 2020 vision, East Asia and Pacific, vol. 3, p. 35
179
. WTO, Ibid, p. 60
63
Table 4.9 Foreign Exchange Earning from Tourism in South Asian Countries (US$
million)
Country Bangla- Bhutan India Iran Maldives Nepal Pakistan Sri Total
desh Lanka
Year
1990 11 2 1513 61 89 64 156 132 2029
(0.54) (0.10) (74.57) (3.01) (4.39) (3.15) (7.69) (6.51) (100%)
1995 25 5 2582 67 211 177 110 226 3405
(0.73) (0.15) (75.83) (1.97) (6.20) (5.20) (3.23) (6.64) (100%)
2000 50 10 3168 467 321 158 81 248 4505
(1.11) (0.22) (70.32) (10.37) (7.13) (3.51) (1.80) (5.50) (100%)
2002 57 8 2918 1357 337 103 97 363 5243
(1.09) (0.15) (55.66) (25.88) (6.43) (1.96) (1.85) (6.92) (100%)
2003 57 8 3533 1033 402 199 136 441 5811
(0.98) (0.14) (60.80) (17.78) (6.92) (3.42) (2.34) (7.59) (100%)
2004 67 12 4769 1074 479 230 186 513 7332
(0.91) (0.16) (65.04) (14.65) (6.53) (3.14) (2.54) (7.00) (100%)
Source: Compiled from Tourism Market Trends, 2005 Edition – Annex, World Tourism Organization (WTO), and available
from: http://www.world-tourism.org/facts/menu.html (accessed 10. 04.06)
It 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. For example, India the top most
tourist attracting country in that region had 54.19 percent market share in 1990, but the country
earned 74.57 percent of the total earnings which is 20.38 percent above of its market share in
terms of arrivals. In 2004, India with its 44.94 percent market share in arrivals earned 65.04
percent of the total earnings which is also 20.10 percent higher than the share of arrivals. Iran
with its second position in tourists attracting is also far behind in the share of earnings. In 2004,
Iran earned only 14.65 percent of the total earnings of the region with a share of 22.12 percent
share in arrivals. The same case is for Pakistan which produced only 2.54 percent earnings with
8.64 percent share in arrivals. The situation of Maldives and Nepal is also the same but not so
bad. In consideration of earnings, only Sri Lankan position can be considered as a good sign
which earned 6.51 percent in 1990 and 7.00 in 2004 with a share of 9.46 percent and 7.55
percent in arrivals for the same time. The real situation of the same for Bangladesh is not also
good. Bangladesh with a share of 3.65 percent in 1990 and 3.61 percent in 2004 in the arrivals
earned only 0.54 percent and 0.91 percent respectively. Only 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.
4.13.5 Total Tourist Arrivals in Bangladesh

Earlier it has been discussed the situation of the tourist arrivals by different regions and sub-
regions along with its share as well as the situation prevailing in the South Asian countries.
Attempts were also made to highlight details of the same for Bangladesh. The following table
(Table 4.10) shows the tourist arrivals in Bangladesh in different years and the rate of growth of
the same:
64
Table 4.10 Year-Wise Total Tourist Arrivals in Bangladesh
Year Tourist Arrivals

Number Growth Rate (%)
1991 113242
1992 110475 (-) 2.44
1993 126785 (+) 14.76
1994 140122 (+) 10.52
1995 156231 (+) 11.50
1996 165887 (+) 6.18
1997 182420 (+) 9.97
1998 171961 (-) 5.73
1999 172781 (+) 0.48
2000 199211 (+) 15.30
2001 207199 (+) 4.01
2002 207246 (+) 0.02
2003 244509 (+) 17.98
2004 271270 (+) 10.94
Average Growth Rate +7.79 %
Source: Bangladesh Parjatan Corporation
The table shows that the number of tourist arrivals in Bangladesh has increased to 271,270 in
2004 from 113,242 in 1991 which shows an average annual growth rate of 7.79 percent. The
tourist arrivals increased in 2003 by 17.98 percent and 10.94 percent in 2004 over its preceding
year. In 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 (Table 4.10) the projected number of tourist arrivals for the year 2010
and 2020 can be calculated with the help of regression analysis where, the model:
y = mx + b
Here, x is independent variable (year) and y is dependent variable (total number of tourist
arrivals)
n(∑ xy ) − (∑ x)(∑ y )
Slope = m =
n( ∑ x 2 ) − ( ∑ x ) 2
Intercept = b = ∑ y − m( ∑ x )
n
By interpreting and solving this we get the value m = 10873.734 and b = 94828.35 and then the
model stands as: y = 10873.734(x) + 94828.35 and the projected tourist arrivals is 312303 and
421040 for the year 2010 and 2020 respectively subject to remaining the present trend
unchanged, whereas the BPC forecasted that Bangladesh will receive 0.9 million tourists in
2020 which seems very unrealistic forecast.
65
4.13.6 Foreign Exchange Earnings from Tourism and Travels in
Bangladesh
The marketing performance of any tourism organization can be evaluated based on the earnings
by the organization. So, it was attempted to focus on the earnings of BPC and the growth rate of
the same for the last couple of years to have a clear picture of the sector in terms of financial
performance. The following table (Table 4.11) is shows the earnings and growth rate of the
same of BPC, the only government owned tourism organization in Bangladesh:
Table 4.11 Foreign Exchange Earnings from Tourism and Travels in Bangladesh
Earnings from Tourism
Year
Amount (Million Tk*) Growth Rate (%)
1990-91 267.7
1991-92 391.3 (+) 46.17
1992-93 448.3 (+) 14.57
1993-94 1607.1 (+) 35.4
1994-95 823.6 (+) 35.66
1995-96 1125.4 (+) 36.64
1996-97 1799.7 (+) 59.92
1997-98 3086.9 (+) 71.52
1998-99 2370.1 (-) 23.22
1999-00 2582.7 (+) 8.97
2000-01 2638.1 (+) 2.15
2001-02 3087.1 (+) 17.02
2002-03 3207.4 (+)3.90
2003-04 3782.7 (+) 17.94
2004-05 4203.25 (+) 11.12
Average Growth Rate (+) 24.12
Source: Bangladesh Bank and BPC Web page, available from: http://www.bangladeshtourism.gov.bd
/resource_center_wtar9904_03_sh2.php (accessed 30.03.06)
Though the foreign exchange earnings through mobilizing domestic resources by the host
country’s tourism industry can play an important role in the economy, the earning of BPC is
very insignificant in terms of the overall earnings of the said industry in the world and even in
the Asian region. The earnings from tourism in Bangladesh was Tk. 267.7 million in 1990-91
which increased to Tk. 4,203.25 million in 2004-2005. There is also a very positive sign that
every year from 1990-01 to 2004-2005 has a positive growth rate except 1998-99. The year
1998-99 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 2 months. The highest
growth rate was achieved in 1997-98 which is 71.52 percent over the previous year. From 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.
4.13.7 Tourists Arrivals from SAARC Countries to Bangladesh
There are seven countries of South Asian Association of Regional Cooperation (SAARC)
including Bangladesh. As it was clear from the discussion made in the earlier sections that the
66
position of Bangladesh in world tourist arrivals and even is not amazing through the industry is
growing faster than in any other industry. It was also observed that in the South Asian countries,
the position of Bangladesh is very insignificant. It was attempted to see the picture of the tourist
arrival in Bangladesh from the SAARC countries and which can be shown in the following
table (Table 4.12):
Table 4.12 Tourists Arrivals from Member Countries of SAARC (1995-2004)
Country Bhutan India Maldives Nepal Pakistan Sri SAARC Total Share of
Lanka Total Arrivals SAARC
Year Countries
1995 415 46015 94 2995 12903 1395 63817 156231 40.85

(0,65) (72.10) (0.15) (4.69) (20.22) (2.19) (100,00)
1996 568 53007 97 3628 7070 1522 65892 165887 39.72
(0.86) (80.45) (0.15) (5.51) (10.73) (2.31) (100,00)
1997 959 61606 123 5296 11481 1686 81151 182420 44.49
(1.18) (75.92) (01.5) (6.53) (14.15) (2.08) (100,00)
1998 441 57937 63 4799 12087 1563 76980 171961 44.77
(0.57) (75.26) (0.08) (6.23) (15.70) (2.15) (100,00)
1999 730 62935 53 4733 7894 1839 78184 172781 45.25
(0.93) (80.50) (0.07) (6.05) (10.10) (2.35) (100,00)
2000 1010 74268 189 4481 10637 2427 93012 199211 46.69
(1.09) (79.85) (0.20) (4.82) (11.44) (2.61) (100,00)
2001 1263 78090 129 4280 7010 3026 93798 207199 45.27
(1.35) (83.25) (0.14) (4.58) (7.47) (3.23) (100,00)
2002 1241 80415 150 4159 8703 2524 97192 207246 46.90
(1.28) (82.74) (0.15) (4.56) (8.95) (2.60) (100,00)
2003 1228 84704 182 3904 9238 2831 102087 244509 41.75
(1.20) (82.97) (0.18) (3.82) (9.05) (2.77) (100,00)
2004 874 80469 98 3144 11997 2826 99408 271270 36.65
(0.88) (80.95) (0.10) (3.16) (12.07) (2.84) (100.00)
Source: Special Branch, Bangladesh, available from: http://www.bangladeshtourism.gov.bd/statistics_saarc_
visitors.php (accessed 25.3.06)
It can be noted that a large number of tourist visited Bangladesh is from SAARC Countries. It is
almost half of the total tourist arrivals in Bangladesh. The share of the tourist arrivals from
SAARC countries to Bangladesh was more than 40 percent from 1995 to 2003 which was
decreased to 36.64 percent in 2004. Another important issue to observe here is that most of the
tourists of SAARC countries are from India. The share of Indian tourists travelled Bangladesh
constituted 72.10 percent in 1995 which increased to 80.95 percent in 2004. The second highest
number comes from Pakistan which was 12.07 percent in 2004 followed by Nepal by 3.16
percent.
67
Chapter 5 Empirical Analysis of the Study
5.1 Introduction- Promotion in Tourism Marketing
The main purpose of using promotion in tourism marketing is to link the potential tourists and
market destinations harnessing interest in smaller, individual attractions to promote the area as a
whole. Tourists’ opinion about a country frequently are based on what they have heard or read
about that country and they have definite country-specific attracting and repelling factors
affecting their decisions regarding travel to that country (Kale and Weir, 1986).180
Generally, consumers like to know in advance what they are buying – what the product features
are and what the service will do for them (Lovelock, 1983). 181 In the same way, the potential
tourists want to know properly in advance about the attractions, services, facilities, etc. at the
destination and accessibility to there. Various forms of promotional activities can serve this
purpose and leads the marketers undertaking several promotional measures by using the
different promotional tools in order to provide the related information to the potential tourists
and influence their decisions to visit the destination and enjoy the attractions. Again the level of
the tourists’ satisfaction may be interrupt by some diversified, unpredictable and unstable
factors such as seasonal, political, social, economic, etc which necessitate the stronger demand
for pre-purchase information so that the tourist can avoid the risk of any sort of uncertainty.
Unlike durable goods, intangible tourism services cannot be physically displayed or inspected at
the point of sale before purchasing and they are bought before the time of their use and away
from the place of consumption (Buhalis, 1998).182 Then the author also stated that as
information is the lifeblood of the travel industry, because of they depend exclusively upon
representations and descriptions, provided by the travel trade, (e.g. information in brochures),
for their ability to attract consumers and timely and accurate information, relevant to consumers'
needs, is often the key to satisfaction of tourist demand.
The industry directs various forms of promotion at a relatively larger number of people in
different countries of heterogeneous socio-economic and cultural background, diversified needs
and expectations, various consumption patterns, and different leisure-spending behaviours
(Hossain, 1999).183 The main purpose of the promotional activities is to draw the attention and
grow interest among the potential tourists to select the sponsor’s destination over the
competitors’ destinations.
180
Kale, Sudhir H. and Weir, M. Katherine (1986), pp. 2-7
181
Lovelock, Christopher H. (1983), p. 16
182
Buhalis, Dimitrios (1998), p. 411
183
68
A National Tourism Organization (NTO) is the officially recognized expert body on tourism
matters in any country and is in charge of expanding a country’s incoming tourism (Jefferson as
cited in Rita and Moutinho, 1992).184 The authors then stated that to achieve this goal it must
promote the destination in the international travel markets which led the NTO of a country to
accomplish the promotion of its stake in the international markets. So, 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.
As 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 (Zeithaml, 1981).185
Promotional 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
(Hossain, 1999).186 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. Since, tourism is an important component with strong linkage with all other components
of tourism system, it is considered as a major policy and program activity of many nations,
provinces, states, governmental developments and businesses (Gunn and Var, 2002).187 On the
other hand, Mill and Morrison (2002)188 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: (i) informative promotions are most effective at the
earlier buying process stages of attention and comprehension, (ii) promotion messages must
grab the visitor’s attention, while providing enough information and convincing arguments to
assist with comprehension and (iii) 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. While designing
promotional strategies, the industry also requires making decisions about which promotional
tools, media, images and formats to use (Hossain and Firozzaman, 2003).189 Thus, promotion
intends to attract the tourists by informing, persuading, or reminding the visitor about the
promoter’s services.
Promotion 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. As tourism
industry is highly fragmented and diversified consisting of many organizations like National
Tourism Organization, private tour operators, airlines, travel agencies, hotels, restaurants,
184
Rita, Paulo and Moutinho, Luiz (1992), p. 3
185
Zeithaml, Valarie A. (1981), p. 186
186
187
Gunn, Clare A. and Var, Turgut (2002), p. 57
188
Mill, R. C. and Morrison, A. M. (2002), pp. 194-195
189
69
transport companies and other service related firms, so well-coordinated efforts among these
organizations are required in conducting an effective promotional measure.
5.2 Promotional Activities Used in Bangladesh for Tourism Marketing
BPC is the only National Tourism Organization (NTO) in Bangladesh and acts as the public
sector tour operator and there are a few number of private tour operators. But most of the
private tour operates established newly and lack the sufficient amount of funds. Instead of the
lacks of sufficient amount of funds, both BPC and private tour operators are trying to conduct
the promotional activities in order to attract more tourists to its destination and thus, develop the
tourism industry in Bangladesh. As we know that marketing promotion includes advertising,
Personal selling, sales promotion and publicity. All these tools of promotion are used in
promoting Bangladesh tourism.
As it was mentioned that BPC is only the public sector tour operator in Bangladesh and most of
the private tour operators have started their operation recently, the major promotional activities
are undertaken by BPC. BPC uses all traditional techniques to perform the responsibility of
stimulating tourism demands among the markets and promoting Bangladesh as a tourist
destination through a variety of promotional forms and activities (Hossain and Hossain,
2002).190 One of the major attempts of BPC’s promotional measure is to producing and
distributing printed materials including brochures, souvenirs, booklets, guides, leaflets, posters,
folders etc. for disseminating information among the prospective markets. Including these
printed materials, a special brochure featuring its package tour and corresponding prices, BPC
distributes these with the help of different foreign tour operators, Biman’s overseas offices,
Bangladesh mission offices abroad. On the other hand BPC produces some tourist maps, view
cards, and picture post cards and distribute through those offices at a minimum price. These
printed materials are distributed in order to disseminate the key information highlighting the
tourism attractions of Bangladesh. BPC has the arrangement for the same in its own information
centre in home country in order to provide the information among the local people, domestic
resident foreigners, and visiting foreigners.
Personal selling is the most expensive element of the promotion mix. Contact employees
represent the organization, physically embody the product, directly influence customer
satisfaction, and act as walking billboards from a promotional standpoint (Zeithaml and Bitner,
2003).191 Therefore, BPC also trains its contact personnel and employees to ensure better
interactions with the tourists and maintain effective relations with the tour operators and travel
agencies in the tourist generating countries and thus motivate them to sell its package programs
(Hossain and Firozzaman).192 BPC also maintains contact with some selected tour operators and
travel agencies in some important tourist-generating countries and sometimes organizes
complementary tours for the selected foreign tour operators to familiarize them with the tourism
installations and facilities in Bangladesh. The main objective of such arrangement is to motivate
the potential tourists to visit Bangladesh. Thus, it serves as both the personal selling and
publicity for the tourism industry of Bangladesh.
190
191
Zeithaml, Valarie A. and Bitner, Mary J. (2003), pp. 318 and 366-367
192
Hossain, Md. Afjal and Firozzaman (2003), p. 39
70
Sales promotion activity cost money – whether through the additional cost of printing, free
gifts, extra product, samples or competition prizes; or through the loss of contribution caused by
discounting price (Norgan, 1994).193 BPC uses different kinds of sales promotion techniques to
persuade the visitor to choose Bangladesh as a tourist destination. The techniques used by BPC
include quantity discount, children discount, off-season price rebate and improved service
packages for it package tours, cruise programs and accommodations. Responding to a question,
BPC executives mentioned that they normally offer 15 to 30 percent discount during its service
week and also in the off-season. In addition, BPC offers extra services, improved services and
improved food at the existing price.
With in marketing promotion mix elements, publicity appears to be the most useful form of
promotional measures of the BPC (Hossain and Hossain, 2002).194 BPC also participate in
international tourism exhibitions like the ITB at Berlin through which attractive package tours
are sold to international tour operators and a large number of individual visitors in the fair.
During tourism month (16 October – 15 November) different cultural night shows, food
festivals, seminars, symposiums, audio-visual presentations etc are arranged mainly locally.
Hasan (1992)195 mentioned that BPC also attempts to publish articles featuring Bangladesh
tourism in different reputed professional magazines and tourism related journals which also
serve as publicity for the industry in Bangladesh.
BPC 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. As a result, it is tough for a potential tourist to have the required information
from the said page.
In the local market, BPC advertise in different newspapers, magazines, television and radio.
BPC also sometime advertises in some specialized and special interest magazines. Hossain and
Hossain (2002)196 described that BPC does not use any international TV channels, foreign news
papers, or world-class general newsmagazines 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 BPC to
use the local media even though it is very limited in scale. During the tourism season, BPC
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.
BPC has taken steps for mutual cooperation through different international organizations and
maintaining liaison with various tourism and travel trade organizations like WTO, SARTC,
ASTA, PATA etc. BPC as an active member of those organizations 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 each country.
At the same time, the mutual cooperation among the SAARC countries has been initiated by
193
194
195
Hasan, Syed Rashidul (1992), p. 107
196
71
forming a technical committee in 1991 and adopted an action plan on tourism development.
Hasan (1988)197 stated that BPC has undertaken steps for mutual cooperation with neighbouring
countries, especially Nepal, for joint publicity campaign, joint production of tourist publicity
materials, joint marketing, group tours, exchange of travel agents, travel writers, tour operators,
and joint 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 Parjatan Corporation is trying at its utmost level by using the
different form and techniques of promotional tools. But BPC’ lacks seriously for sufficient
funds and it limits the promotional activities in a very limited scale. The following table (Table
5.1) shows the year-wise foreign exchange earnings of BPC and promotion expenditure:
Table 5.1 Foreign Exchange Earnings, Promotion Budget and Actual Promotion
Expenditure of Bangladesh Parjatan Corporation (BPC)
Year Earnings from Promotion % of Promotion

Tourism (TK. in Expenditures (TK. in Expenditures on Earnings
Million) Million)
1991-92 391.3 2.965 0.76%
1992-93 448.3 5.363 1.20%
1993-94 607.1 8.065 1.33%
1994-95 823.6 7.143 0.87%
1995-96 1125.4 7.935 0.71%
1996-97 1799.7 10.391 0.58%
1997-98 3086.9 9.058 0.29%
1998-99 2370.1 8.096 0.34%
1999-00 2582.7 10.147 0.39%
2000-01 2638.1 10.834 0.41%
2001-02 3087.1 7.399 0.24%
2002-03 3207.4 10.06 0.31%
2003-04 3782.7 - -
2004-05 4203.25 10.413 0.25%
Source: Bangladesh Bank and BPC Web page
(-) Figures are not available
It is apparent from the table 5.1 that BPC spend a small percentage of its total income for
promotional activities. In 1991-92, BPC spent only TK. 2.965 million which in only 0.76
percent of its total earnings. The spending for the same purpose increased to Tk. 10.413 in
2004-05 but the percentage on total earnings decreased to only 0.25 percent. Tk. 10.413 million
is equivalent to about US$ 158,000 only can not meet the demand for the need of expenditure of
an effective promotional measure. Because of the diverse location of the 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. Again,
the promotion for tourism needs to have the international coverage which requires using
197
72
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 BPC is not
sufficient enough to use international media covering a vast area of the potential tourist
attracting regions. As 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, BPC 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. As 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 (local language), English and
Japanese 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 materials; organize live music programs for the visitors in
destination’s spot, extra service offers, group tour discounts for the packages offered and river
cruise programs. Hardly two or three operators are using the web page for the promotion of the
tourism in Bangladesh.
5.3 A Brief Overview/Profile of Some Selected South Asian Countries
There are some similarities and dissimilarities among the countries considered in the study from
the South Asian regions. To have a general idea, the researcher attempted to make a comparison
on some specific factors like location, geographical coordinates, language, population, religion,
GDP, GDP real growth rate, per capita income and so on. The appendix- II shows a short
description of eight South Asian countries by which any one can get a short idea about the
overall condition of each country. In most cases there are similarities among those countries and
also there is some dissimilarity. Before choosing a destination, the information shown in the
appendix –II may be helpful for a tourist to make the decision. At the same time, those factors
also affect the capacity to attract the number of tourist to a particular destination of any of those
countries.
5.4 Transportation, Accommodation, Food and Drinks
Transportation, accommodation, food and drinks or beverage are the important elements of
tourism system. A tourist wants to be ensured about cheap, comfortable, and easy access
transportation and accommodation available for the destination place so that he/she can reach
and stay safely and can enjoy the attraction of the destination. In 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
73
elements also incur the major costs for a tourist. As a result, before deciding about a destination
to travel, it’s a major consideration for a tourist along with the attraction(s) of the destination.
The researcher attempted to highlight on some of the aspects regarding these issues in the
following subsections:
5.4.1 Transportation in Tourism
Passenger transportation is one of the vital components of the tourism system which virtually
connects the visitor to their choice and helps to reach the attraction of the destinations.
Transports, making the destination accessible to the tourists, act as the sinews and blood vessels
for the tourism industry of the country concerned (Hossain, 1999).198 The overall
competitiveness of a destination is also related to the mode of transport to the destination
chosen by the tourist and is determined by the time and the cost to reach the destination. The
transportation provides a critical linkage between market source and destination (Gunn and Var,
2002).199 The authors also stated that transportation between cities and attractions within urban
areas and within attraction complexes demands special attention and planning consideration.
For the overall development of tourism industry, it is important to develop and maintain the
right and efficient transportation links as it affects the destination greatly. Hasan (1992)200
argued that the arrangement of convenient and cheap travel system from the origin-markets to
destination must exist or must be created. A good transportation network can help to increase
the possibility of attracting more tourists toward a specific destination and the absence of which
may weaken the competitiveness of a destination to the tourists and may put off them from
travelling to enjoy the attractions. Tourists can normally travel by land, sea or air. Mill and
Morrison (2002)201 stated that people generally travel either by in their own private mode of
transportation or alternatively use a group travel mode offered by a common carrier.
Different modes of transport provide varying functions, facilities and operating characteristics.
In travel on land, the travellers can choose any one among private cars, buses or trains while
choices for long distance air travels are limited to commercial airlines. Ships or cruises can be
considered as another interesting option for transportation because a cruise does not only carry
passengers it also provides them the opportunity with vacation atmosphere as soon as they are
on board with facilities tailored at holidaymaker market. Mill and Morrison (2002)202 also
stressed that there should have the coordination among the different types of transportation
modes for example air, rail, bus and cruise to facilitate transfer between modes.
For the long distance travel among different continents, commercial airlines are more suitable
for the travellers. The cost of the air travel depends on the airline chosen, time of travelling and
also the easy availability of the airlines for the chosen destination(s). The researcher attempted
to show the air fare from some selected origin like New York, USA; Heathrow, UK;
Stockholm, Sweden; Brussels, Belgium and Frunkfurt, Germany to some of the destinations
countries of South Asia like Bangladesh, Bhutan, India, Iran, Maldives, Nepal, Pakistan, and Sri
Lanka (For detail of the cost of air ticket, please see appendix III).
198
199
Gunn, C. A. and Var, T (2002), p. 52
200
201
Mill, R. C. and Morrison, A. M. (2002), p. 400
202
74
It is apparent from the data collected that some airlines are expensive to travel to Bangladesh
compare to the cost of travelling to India, Pakistan or Maldives. Again some airlines are
expensive to travel to Maldives or Sri Lanka compare to travel to Bangladesh from the same
destination. In most cases, the difference is negligible but in few cases there are significant
differences. The cost of internal travel in Bangladesh is very inexpensive. LenR (2005)203
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 Dhaka to any available destination by air paying only $50. 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.
5.4.2 Accommodations/ Hotels in Tourism
Accommodation is one of the most significant factors to have contributed to the development of
tourism world-wide and the absence of which may put off the tourists from travelling to enjoy
the attractions. The overall competitiveness of a destination is related to many factors, not least
being the tourist “product” consisting of three components, usually the access, which is the
mode of transport to the destination chosen by the tourist and is determined by the time and the
cost to reach the destination; attractions, which underpin the choice of the tourist to visit one
destination rather than another; and amenities, which are the facilities available at the
destination visited (Dieke and Karamustafa, 2000).204 The authors also described that in a
generic sense, amenities include accommodation which needs to be emphasized that for
countries to survive in the international tourism marketplace they must provide internationally
acceptable facilities, which also must be marketable and the price charged for accommodation
has to be right; needless to say, the quality of the provision should not be compromised.
Because the travellers want good services regarding their accommodation so that they can get
relief from travel hassle. So, customer satisfaction is an important factor that needs to be
considered carefully. Dawn et al, (1994)205 mentioned that customer satisfaction has emerged as
an important component in the bottom-line success of service businesses. Satisfying customer is
especially important because it encourages repeat business and fosters word-of-mouth
advertising (Spinelli and Canavos, 2000).206
A tourist destination country needs to provide the secured accommodation facilities to the
foreign tourists as well as to the local tourists to ensure the comfortable tours for the visitors if it
wants to attract a sufficient number of tourist arrivals. Goeldner et al (2000) 207 mentioned that
accommodation refers to the facilities for the lodging of visitors to a destination and the most
common forms of which are hotels, motels, campgrounds, bed & breakfast (B & Bs),
dormitories, hostels and the homes of friends and relatives. Sleeping accommodation can range
from hotels of an international standard and condominiums, to campground and the homes of
friends and relatives (Mill and Morrison, 2002).208 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. Since the visitors or tourists are away
from their place of origin, they need to stay and sleep. It is vital for the success for a tourist
203
LenR (2005), online, accessed 15.05.06
204
Dieke, Peter U. C. and Karamustafa, Kurtulus (2000), p. 468
205
Dawn; Iacobucci; Kent, Grayson and Amy, Ostrom (1994), p. 93
206
Spinelli, Michael A. and Canavos, George C. (2000), p. 29
207
Goeldner, C. R.; Ritchie, J. R. Brent and McIntosh, R. W. (2000), p. 721
208
75
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 (Table 5.2) shows the accommodation/hotel cost in Bangladesh and its competitive
neighbouring countries:
Table 5.2 Average Hotel/ Accommodation Cost (in US$) in South Asian Countries
Name of the Hotel Ranking
country 5 Star 4 Star 3 Star
Bangladesh 1 Adult: 177 1 Adult: 114 1 Adult: 90
2 Adults:177 2 Adults: 138 2 Adults: 100
India 1 Adult: 279 1 Adult: 109 1 Adult: 91
Iran 1 Adult: 107 1 Adult: 94 1 Adult: 80
Maldives 1 Adult: 319 1 Adult: 184 1 Adult: 132
Nepal 1 Adult: 151 1 Adult: 87 1 Adult: 54
Pakistan 1 Adult: 225 1 Adult: 94 1 Adult: 62
Sri Lanka 1 Adult: 134 1 Adult: 75 1 Adult: 73
Note: For details, please see appendix IV
Here, the researcher has considered only the star hotel ranging from 3 stars to 5 stars to provide
a brief overview of the accommodation cost for the tourists in the South Asian region. In
addition to the above every country has many other cheap hotels, motels, guest houses etc. Even
every country’s National Tourism Organizations has also some sorts of hotels, motels or guest
houses facilities. Here, the researcher has attempted to mention the accommodation facilities
provided by the Bangladesh Parjatan Corporation (the only govt. owned tourism organization in
Bangladesh) 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 –V.
Besides, the accommodation facilities for the tourists mentioned in the appendix –V, there are
many other private owned hotels in most of the tourist spot in the country. The international
standard hotels are available in Dhaka, Chittagong, and Cox’s Bazar - the major tourist spots in
the country. The rest houses of different government, semi-government, autonomous
organizations can also be hired by the tourist with a minimum cost.
5.4.3 Food and Drinks

The provision or arrangement of food and beverage is vital for tourism and hospitality and has a
strategic importance to this industry. Because of a tourist product is considered as a total
comprising goods and services. Food and beverage are considered as partial tourist products and
the tourists wants to be satisfied with these products qualitatively, quantitatively, esthetically,
ethnologically and in any other sense. For a tourist consumer, the satisfaction of nutritional
needs is not any more a mere act, but increasingly a culinary-gastronomic “experience”, more
or less adjusted to the system of values established by the nutritional culture of an individual
76
tourist consumer (Meler and Cervic, 2003).209 The authors emphasized on the campaign that
needs to be launched by the subjects of a tourism industry offers are a diversification of
foodstuff vending programs. The contemporary tourism industry should have the sufficient
arrangements to the tourist destinations to offer a high-quality and relatively standardized
foodstuff in order to fulfill the tourists’ needs. Meler and Cervic (2003)210 again mentioned that
one should bear in mind that the foreign tourist consumers are very demanding and
simultaneously dainty, primarily thanks to their relatively greater purchasing power. A search
for high-quality highly diversified, healthy, natural and biologically specially selected food,
preferably bearing a renowned trademark as a guarantee of quality, begins to prevail.
But in Bangladesh, the food choices by foreign tourists are to some extent limited. Western,
Chinese and Thai foods are available in all main hotels and most of the large restaurants located
in the large cities and major tourist spots. Except the large cities, the choice of food for the
foreign visitors is limited and it was supported by LenR (2005).211 LenR also stated that outside
the larger cities, the choice of food and restaurant will be quite restricted and in Dhaka city
there are some excellent restaurants serving Thai, Chinese, Italian, and other cuisines, but in the
countryside one will only find basic restaurants and local food which has been influenced by
history, geography, and religion - the Mughals, the Indians, and the Muslims. In addition to
that, the tourists can have a taste of varieties of local dishes cooked with spices and hot
powders. The main local dishes includes Rezala, Bhoona and Masala Gosht, Chicken, mutton,
beef, fish and prawns, Chicken Baghdadi, Chicken Kashmiri, Chicken Afghani, Chicken Tikka,
Korma, shutli kabab, boti kabab, and a variety of fish curries. Rice like: pulao, biriani-with rice
and mutton or chicken and khichuri are available in most of the restaurants. Naan, mughlai
parata, plain parata etc are available for those who don’t like rice.
Different kind of international soft-drinks and some local brands such as Coca Cola, Pepsi, 7up,
Sprite, Mirinda, RC Cola, Virgin, etc and local drinks like: Lachi the refreshing yogurt drink,
sweet milky tea etc are available everywhere. Local green coconut water is a fine, safe and
refreshing drink. Drinking water may be a problem to some extent though the bottled water is usually
available with no guarantee of purity in most cases. In addition to that hard drinks are only
available in the large hotels and bars and are allowed in that restricted places not in the
open/public places.
5.4.4 Estimated Cost for a Visit/Travel
In selecting a destination, the cost of travelling and staying there is also an important
determinant. To attract tourists, destination must respond to travel basics of cost, convenience,
and timeliness, because of like other consumers tourists weigh costs against the benefits of
specific destinations and investment of time, effort, and resources against a reasonable return in
education, experience, fun, relaxation, and memories (Kotler et al, 2006).212 As a result,
travellers or tourists need to have an idea before deciding on the destination. The researchers
attempted to estimate the total cost of a tour for 10 days from different places of origin to the
several destination of South Asian countries. The estimated total cost for an individual and for a
couple can be seen from the appendix –VI.
209
Meler, Marcel and Cervic, Zdenko (2003), p. 180
210
Meler, Marcel and Cervic, Zdenko (2003), p. 181
211
LenR (2005), online, accessed 19. 05. 06
212
Kotler, Philip; Bowen, John T. and Makens, James C (2006), pp. 733-734
77
To calculate the total, the researcher tried to concentrate on the three (e.g. transportation,
accommodation, and food & beverage) major cost incurring elements of tourism system. But
due to the lack of information on the cost of food and beverage, the researcher considered only
transportation and accommodation cost- the major two cost incurring elements for the tourists.
The researcher’s personal experience says that the cost of food and beverage in south Asian
countries is relatively cheap. The details on food cost and the comparison of total cost of
travelling in South Asian region with other regions may be an interesting topic for further study.
The mentioned appendix shows only the cost for an individual and for a couple but not for a
standard family. Normally a standard family consists of husband, wife and two kids and the
total cost depends on the age of the kids. For example, the cost of air ticket for a kid largely
depends on the age of that kid. In addition, whether a standard family needs two double beds or
an extra bed in one double room depends on the age of the kids.
5.5 Important Findings from the Existing Literature and Experience

Presented as Syllogisms
Syllogism 1
Premise1 (P1): To attract the tourists to any particular destination needs to have some
distinctive attractions or icons (Becken, 2005).213
Premise 2 (P2): Bangladesh has some delicate and distinctive attractions of its own to offer the
tourists (t 2 Bangladesh, undated).214
Conclusion (C2): Bangladesh has the potentials to attract a large number of tourists to its
attractions.
Syllogism 2
P1: The development of tourism industry helps to generate employment opportunities in the
tourism related sector of the country (Sinclair, 1998).215
P2: Every nation wants to create some employment opportunities in the economy.
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 3
P1: People want to enjoy 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 (Wikipedia, undated).216
P2: Tourism is a field where the people can have the opportunity of enjoying the
entertainment and recreation (Goeldner, et al, 2000).217
213
Becken, Susanne (2005), pp. 21-30
214
t 2 Bangladesh (undated), online, accessed 15.04.06
215
Sinclair, M. Thea (1998), p. 30
216
Wikipedia- the free encyclopedia (undated), online, accessed on 22.04.06
217
Goeldner, C. R; Ritchie J. R. Brent and McIntosh R.W (2000), pp. 225-234
78
C: Bangladesh Parjatan (Tourism) Corporation (BPC) can attract more tourists by offering
entertainment and recreation facilities to the incoming tourists.
Syllogism 4
P1: Top most tourist attractive destinations have no image problem to attract the tourists.
P2: The world thinks Bangladesh as a country of poor, flood-ravaged, and more of a disaster
zone than a travel destination (LenR, 2005).218
C: The initiatives of Bangladesh Parjatan Corporation (BPC) 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 5
P1: The world wide tourist arrivals and foreign exchange earnings from this sector is growing
day by day (Incredible India, 2004).219
P2: The scenario of growing trend of tourist arrivals and earnings in Asia and the Pacific
particularly in the South Asia is very emerging (Incredible India, 2004).220
C: Bangladesh tourism has the great potential if it can adopt and implement the appropriate
policies and strategies and can promote it destinations effectively.
Syllogism 6
P1: Sufficient and easy access to information enables the development of tourism industry
(Buhalis, 1998). 221
P2: Bangladesh does not have these.
C: Bangladesh needs to develop these in order to increase the number of tourists.
Syllogism 7
P1: Consumers like to know in advance about the features, quality, price, availability etc.
what they are planning to purchase (Lovelock, 1983).222
P2: Potential 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 (Hossain and Hossain, 2002).223
C: Bangladesh Tourism industry needs to take necessary promotional activities to inform the
potential tourists in advance regarding the tourism products and services available in
Bangladesh.
218
LenR (2005), online, accessed 19. 04. 2006
219
Incredible India (2004), online, accessed 12. 04. 06
220
Ibid
221
Buhalis, Dimitrios (1998), pp. 409-421
222
Lovelock, Christopher H. (1983), p. 16
223
Hossain, Md. Afjal and Hossain, Md. Md. Jakir (2002), p. 301
79
Syllogism 8
P1: More promotional activities like advertising, sales promotion, pricing, and packaging of
tourism services can help to alleviate some negative images toward a specific destination
(Ahmed, 1991).224
P2: In implementing the more promotional activities, more promotion budget is needed.
C: Bangladesh tourism industry needs to implement more promotional activities which need
to allocate more funds for conducting promotional activities.
Syllogism 9
P1: Through exchange process and experience, people can enrich their knowledge and self
realization.
P2: Tourism is an exchange process through which the tourist can gather knowledge about
host community's 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 (Calantone, and Mazanec, 1991). 225
C: The tourism in Bangladesh has the values to the tourists which has some social and
cultural significance and can be an opportunity to exchange the social and cultural values
among themselves and the tourists and may in turn help to enrich their cultural values of
the tourists as well as the local communities.
Syllogism 10
P1: There is stiff competition among the tourist destination countries (Ahmed, 1991)226 to
attract the significant number of tourists.
P2: 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.
C: Bangladesh tour operators should have to give the top priority to develop the industry and
to attract more tourists to its destination.
Syllogism 11
P1: Lobour-incentive industry provides more opportunities of creating employment generation

for a large number of people.
P2: 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 (Morena, 2004).227
C: Bangladesh is supposed to pay due attention for creating more employment opportunities
through developing tourism industry.
224
Ahmed, Zafar U. (1991), p. 25
225
Calantone, Roger J. and Mazanec, Josef A. (1991), p. 103.
226
Ahmed, Zafar U (1991), p. 24
227
80
Syllogism-12
P1: Services have some distinct characteristics like intangibility, inseparability, perishability
and heterogeneity (Zeithaml, et al, 1985)228 which are different from tangible products.
P2: Tourism is also a service which posses the special and distinct characteristics from the
tangible products.
C: Due 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 13
P1: Proper distribution of income to all regions is essential for the development of all regions
of a country.
P2: Tourism redistributes income through out the nation, and from foreign countries to host
country’s rural communities (Edgell and Cartwright, 1990).229
C: Bangladesh tourism is not an exception from this.
Syllogism 14
P1: Participation of local community is necessary for the development of tourism industry
(Tosun and Jenkins, 1998). 230
P2: In developed counties, the active participation of local community in tourism planning is
extensively observed (Tosun and Jenkins, 1998).231
C: Bangladesh should take appropriate steps to involve local community actively for the
development of the tourism sector of Bangladesh.
Syllogism 15
P1: A product is a bundle of benefits rather than a simple tangible one and a consumer
purchases that bundle of benefits.
P2: 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 (Goeldner, et al, 2000).232
C: To satisfy the tourists in relatively a better way requires the coordinated and integrated
efforts among the parties involved in tourism industry.
Syllogism 16
228
Zeithaml, Parasuraman and Berry (1985) as cited in Islam, Mohammed Rafiqul (2005), p. 17
229
Edgell, David L., and Cartwright, Mary Lynn (1990), p. 17
230
Tosun, Cevat and Jenkins, Carson L. (1998), pp. 101-114
231
Tosun, Cevat and Jenkins, Carson L, Ibid, pp. 101-114
232
Goeldner, C. R.; Ritchie J.R. Brent and McIntosh R.W. (2000), p. 14
81
P1: Tourism is an industry with a diversity of long-term consequences (Tooman, 1997, p.
930). 233
P2: Airlines, local transportation, hotels, restaurants etc are interrelated to tourism business.
C: To develop tourism industry needs to develop other interrelated sub-sector of this
industry.
Syllogism 17
P1: The internationalization of services is at the core of today's economic globalization (Fayed
and Fletcher, 2002).234
P2: Activities related to tourism are also considered as economic ones (Sinclair, 1998).235
C: Tourism activities and services are operated in the global context and has become one of
the most important industries in the world.
Syllogism 18
P1: 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 (Briedenham and Wickens, 2004).236
C: Tourism helps not only national development but also contribute to regional development.
Syllogism 19
P1: Every nation has some unemployment.

P2: Developing 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 20
P1: Small businesses contribute to employment generation as well as to the national

development.
P2: Travel and tourism can be used to promote the small businesses in the rural areas and
rural economic development (Edgell and Cartwright, 1990).237
C: Travel and Tourism contribute in rural development as well as national development.
233
Tooman, L Alex (1997), p. 930
234
Fayed, H & Fletcher, J. (2002), pp. 207- 230
235
Sinclair, M.T. (1998), pp. 1-51
236
Briedenham, J. and Wickens, E (2004), pp. 71-79
237
Edgell, David L. and Cartwright, Mary Lynn (1990), p. 17
82
Syllogism 21
P1: Proper policy is needed for the development of any industrial sector of the economy.
P2: Tourism is also an important industry.
C: Government policy support is required for the development of tourism industry.
Syllogism 22
P1: Cost effectiveness in promotional activities strengthens the marketing competitiveness of

a company (Rita and Moutinho, 1992).238
P2: Internet has got the immense popularity as a medium of promotion of any product or
services in the world-wide market at comparatively low cost (Tierney, 2000).239
C: Internet can be an effective tool for the promotion of tourism products and service by any
country.
Syllogism 23
P1: Positive image toward a destination is important to attract the tourists from the different
parts of the world.
P2: Destination marketing requires focusing in conveying a positive image of a destination to
the potential tourist groups (Ahmed, 1996).240
C: Bangladesh as it is suffering the image problems needs to change the image to its
destination among the potential tourist segments.
Syllogism 24
P1: Some destinations have gained a negative image in the minds of travellers (Ahmed,
1991).241
P2: Bangladesh as a destination has some negative image in the mind of potential tourists
(Pannell Kerr Forster Associates, 1998).242
C: Bangladesh needs to take some corrective steps to build positive image to prospective
tourist segments.
Syllogism 25
P1: Many businesses are using Information and Communication Technology (ICT) for the
improvement of its services and effectiveness of the overall activities (OECD, 2004).243
238
Rita, Paulo and Moutinho, Luiz (1992), pp. 3-8
239
Tierney, Patrick (2000), pp. 212-219
240
Ahmed, Zafar U. (1996), pp. 37- 60
241
Ahmed, Zafar U. ( 1991), p. 24
242
Pannell Kerr Forster Associates’ Report (1998), Chapter- 3, p. 1 and Chapter 12, p. 9
243
OECD (2004), online, accessed 27.04.6
83
P2: Tourism business is changing rapidly which need to improve its services and effectiveness
to satisfy the tourists (Robinson, 2003).244
C: Information and Communication Technology (ICT) 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 26
P1: Tourism has emerged as an important force for the promotion of international
understanding, and peace (Singh, 1987).245
P2: The creation of international friendship and peace are now in the top priority of all
nations.
C: Bangladesh tourism and travel industry can create friendship among the people of
different nations and different culture which in turn helps to contribute in the international
peace and cooperation.
5.6 Important Remarks Based on Existing Literature and Empirical

Study
Remark 1: Bangladesh is suffering with negative image because of the international media
most often highlight Bangladesh negatively rather an attractive tourist destination which leads
the tourists not to chooses Bangladesh to visit. This indicates that the concern authority needs to
undertake proper initiatives from the government level to correct the present image and needs to
have the international media coverage in a positive way.
Remark 2: Data shows that Bangladesh has the potential of receiving a large number of tourists
and a handsome amount of earnings from this sector. In 2004, an increase in tourist arrivals of
10.94 percent, to 271,000, an increase of 11.12 percent in receipts to Tk. 4203.25 million in the
year 2004-05 marked as a very positive growth for tourism in Bangladesh. The average growth
rate in tourist arrivals in Bangladesh from 1991 to 2004 is 7.19 percent and the same in earnings
from 1990-91 to 2004-2005 is 24.12 percent whereas the WTO’s forecast is average annual
growth rate is 6.10 percent between 1995 to 2020 for South Asia. 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.
Remark 3: 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. So, due
attention and initiatives are essential for a significant growth of this sector.
244
Robinson, Ken (2003), pp. 17-19
245
Singh, K. Bhawani (1987), p. 18
84
Remark 4: For 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. It 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 Newspapers, Internet, Cable TV,
participation in the international tourism fairs etc and these media are also expensive. But the
total promotion budget of BPC was Tk. 10.413 million in 2004-05 (at present market price this
amount is equivalent to US$ 150,000, where US$ = TK. 69.4) which is only 0.25 percent of the
total earnings Bangladesh tourism. In consideration of the amount spent for promotion in the
year 2004-05 is the highest amount since the inception of BPC. It 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 BPC
not to take any vigorous promotional effort for tourism. If Bangladesh tourism wants to
undertake any extensive promotional campaign more promotional budget is required to allocate
for the same.
Remark 5: Promotional 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 TV 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
publicized. The empirical data shows that the mean score of the effectiveness is 3.75 where the
average score for effectiveness is 4.00 (‘average score’ indicates neither effective nor effective).
It indicates that the promotional measures undertaken by BPC 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. If 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 major tourists generating destinations or
countries.
Remark 6: The WTO Tourism 2020 Vision forecasts that the average growth rate in tourism
industry for South Asia will be 6.1% during 1995-2020. The present trend in tourist arrivals in
Bangladesh indicates that the average annual growth rate in tourist arrivals to Bangladesh
7.19% which is above the WTO estimates. Bangladesh Parjatan Corporation forecasted that if
the present growth rate continues, Bangladesh will receive 900,000 tourists in 2020 and the
earning from this sector will increase accordingly (BPC, 2004)246 though it is not suggested by
the projected valued of the regression model.
Remark 7: Most of the private tour operators started their activities recently. Out of the 20
respondents, 5 were from Bangladesh Parjatan Corporation (BPC), the only National Tourism
Organization in Bangladesh started its operation in 1973 and the remaining 15 were from
private tour operators. Among the private tour operators, seven out of fifteen constituting
46.46% started their activities during 2001 to 2005, five operators constituting 33.33% started
the same with in the period of 1996 to 2000, one in 1991-1995, one in 1986-1990 and the
remaining one has started the same in 1976-1980. As most of the tour operators are new in this
246
BPC (2004), Morshed, M. M. Rahman (edited), p. 2
85
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. It 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.
Remark 8: The international tourist arrivals in South Asian countries247 was 3,150,000 in 1990
which increased to 7,501,000 in 2004 and the same in Bangladesh increased from 115,000 to
271,000 in the same period. Though the number of arrivals in Bangladesh increased during this
period (1990 to 2004), there is a minor decrease from 3.65% to 3.61% in the share of
Bangladesh. The foreign exchange earnings from international tourist arrivals in SAARC
countries was US$ 2029 million in 1990 which increased to US$ 7332 million in 2004 and the
same in Bangladesh increased from US$ 11 million to US$ 67 million in the mentioned period.
The share of Bangladesh in foreign currency earnings among SAARC countries increased from
0.54 percent in 1990 to 0.91 percent in 2004. These can be again increased by taking the proper
measures and attracting more tourists to the destination of Bangladesh.
Remark 9: Out of the 20 respondents, 17 constituting 85% respondents realize 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.
Remark 10: Both the local and potential international tourists face the problem of easy access
to information related to Bangladesh tourism and its facilities. Though BPC uses its web page,
but it is not capable to highlight the Bangladesh tourism attractions and the necessary related
information properly. Bangladesh National Tourism Organization 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.
5.7 Analysis of Respondents Responses
To have clear understanding about what is happening in promoting Bangladesh tourism, its
limitation and steps necessary for the development of the same, it was attempted to interview
some tour operators in Bangladesh. The respondents’ responses can be analyzed in the
following sub-sections:
5.7.1 Tour Operators
To collect the primary data, 20 respondents were collected from the tour operators. The
following table (Table 5.3) shows the distribution of the respondents:
247
South Asian countries include eight South Asian countries which are Bangladesh, Bhutan, India, Iran,
Nepal, Maldives, Pakistan and Sri Lanka.
86
Table 5.3 Distribution of the Sample
Sample Categories No. of Respondents

Top executives of Bangladesh Parjatan (Tourism)Corporation 05
Private tour operators 15
Total 20
The private tour operators were selected from the list of Tour Operators’ Association of
Bangladesh (TOAB). It is important to note here that the private tour operators were selected
only from Dhaka (the capital of Bangladesh) because most of them are Dhaka based.
Out of the 20 respondents, 5 were from Bangladesh Parjatan Corporation (BPC), the only
National Tourism Organization in Bangladesh established in 1973 and the remaining 15 were
from private tour operators. The year of establishment of the private tour operators are as:
Table 5.4 Year of Establishment of Private Tour Operators
Year of establishment No. of respondents % of the respondents

1976-1980 01 6.67
1981-1985 00 0.00
1986-1990 01 6.67
1991-1995 01 6.67
1996-2000 05 33.33
2001-2005 07 46.46
Total 15 100.00
It 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 1971 and Bangladesh Parjatan Corporation- the only
government owned tourism marketing organization in Bangladesh was started its operation
from 1973. But among the private tour operators, seven out of fifteen constituting 46.46%
started their operation during 2001 to 2005, five operators constituting 33.33% started the same
with in the period of 1996 to 2000, one in 1991-1995, one in 1986-1990 and the remaining one
has started the same in 1976-1980. As 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. It 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.
87
5.7.2 Type of Promotional Activities Undertaken in Bangladesh Tourism
All most all the tour operators use all the tools of promotion mix in order to promote the
industry. They make the advertisements in local newspapers, magazines and televisions. In
addition to that they also use the printed materials like brochures, souvenirs, booklet, guides and
posters, folders in disseminating information among the potential tourists in order to draw their
attention and grow interest among the potential tourists. But they don’t use any international
medium to advertise its products or services. BPC has the arrangements to train up their
employees and contact personnel to ensure the better interactions and maintain good
relationships with the prospective tourists and to motivate them in visiting Bangladesh. BPC
and some of the larger private tour operators maintain contact with the foreign tour operators to
influence them highlight Bangladesh tourism and its facilities to the foreign tourists. Both the
private tour operators and BPC uses the techniques of sales promotion which include quantity
discount, children discount, off-season price rebate and improved service packages for it
package tours, cruise programs and accommodations to persuade the local tourist as well as the
foreign tourists. In addition to that BPC and some private tour operators participate at the
tourism exhibition/fair arranged locally and internationally. Occasionally, BPC arranges
different cultural night shows, food festivals, seminars, symposiums, audio-visual presentations
etc. at the popular tourism destination of the country. BPC has a web page to provide the
information of Bangladesh tourism and its facilities among the prospective tourists though the
page is not well designed.
5.7.3 Methods of Determining Promotion Budget
Responding to a question on the method(s) of determining promotion budget, some respondents

express that they use more than one method in doing so. It was found that 9 respondents use the
affordable method rather than the existing market demands in determining the promotion
budget followed by 8 respondents who uses percentage of revenue earning method. It was
revealed that only 2 respondents use objectives and task method. The following table (Table
5.5) shows the distribution of the respondents and the method used in determining the
promotion budget:
Table 5.5 Methods Used to Determine the Promotion Budget
Methods No. of Respondents percentage

Affordable amount method 09 56.25
Percentage of revenue earning method 08 50.00
Based on previous year’s expense 01 6.25
Objectives and task method 02 12.50
Fixed amount method 01 6.25
6. Other 01 6.25
Total 22 137.50
Note: Total number of organizations surveyed = 16. Some respondents responded that they use more than one
method.
88
5.7.4 Comment on the Amount Spend on Promotion
When the respondents were asked to express their opinion whether the amount spent on
promotion on is enough or not, only 3 respondents constituting 15% strongly agreed that the
amount is sufficient. Whereas 11 respondents constituting 55% was neutral which indicate that
it is neither sufficient nor insufficient or it may happen that the respondents have not enough
idea to express their view on this specific areas like promotion. Only 5 respondents strongly
agreed that the amount presently spend on promotion is not sufficient to conduct an effective
promotional campaign on tourism in the national and international levels. The following table
(Table 5.6) shows the distribution of respondents against each scale and their percentage:
Table 5.6 Opinion on the Amount Spend for Promotion
Scale Highly Sufficient Fairly Neither Fairly Insufficient Highly Total

Sufficient Sufficient Sufficient insuffi insufficient
cient
nor insuf-
ficient
(7) (5) (4) (3) (1)
Respondents (6) (2)
No. of respondents 03 01 00 11 00 00 05 20
Percentage of
Respondents 15 5 00 55 00 00 25 100
5.7.5 Effectiveness of the Promotional Activities Undertaken
In replying to a question on the effectiveness of the promotional activities that they undertake,
only 1 respondent (5%) strongly argued that their promotional activities are effective and 4
respondents (20%) strongly opined that the same is ineffective. But 8 respondents which is the
majority constituting 40% scored the same as average. They opined that the promotional
activities presently undertaken are neither effective nor ineffective. The following table (Table
5.7) presents the opinion of the respondent on the effectiveness of promotional activities
undertaken and implemented by Bangladesh Tourism industry:
Table 5.7 Effectiveness of Promotional Activities Undertaken
Scale Strongly Effective Fairly Neither Fairly Ineffe- Strongly Total

Effective Effective effective nor ineffective ctive Ineffective
ineffective
(7) (6) (5) (4) (3) (2) (1)
Respondents
No. of
respondents 01 02 03 08 01 01 04 20
Percentage of
Respondents 05 10 15 40 5 05 20 100
In 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. At the same
time some of the international media highlight Bangladesh negatively rather than a tourist
89
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.
5.7.6 Attitude toward the Role of Promotional Activities
Whatever be the present status of the promotional activities of Bangladesh tourism and its
effectiveness, most respondents (70%) think that promotion has a strong role in marketing
tourism services followed by 4 respondents (20%) were neither agreed nor disagreed and no one
was below the scale of neutrality.
Table 5.8 Promotional Activities can Play any Role to Tourism Industry
Scale Strongly Agreed Fairly Neither Fairly Disag- Strongly Total

Agreed Agreed agreed nor Disagr reed Disagreed
disagreed eed (3)
Respondents
(7) (6) (5) (4) (2) (1)
No. of
respondents 14 01 01 04 00 00 00 20
Percentage of
Respondents 70 5 5 20 00 00 00 100
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.
5.7.7 Attitude toward the Promotional Activities to Develop the Tourism

Industry
In 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 (Table- 5.9):
Table 5.9 More Promotional Activities are Needed to Develop the Tourism Industries in
Bangladesh
Scale Strongly Agreed Fairly Neither Fairly Disa- Strongly Total

Agreed Agreed agreed nor Disagreed greed Disagreed
disagreed
Respondents (7) (6) (5) (4) (3) (2) (1)
No. of
respondents 17 00 00 02 00 00 01 20
Percentage of 85 00 00 10 00 00 05 100
Respondents
The majority of the respondents constituting 85 percent agreed that to develop the tourism
industry of Bangladesh, more promotional activities are needed, two (10 percent) were neither
agreed nor disagreed and only one respondent disagreed to this issue.
90
5.7.8 Tourism Season and Promotional Activities Undertaken by the tour
Operators
All most all around the year there are tourists in every tourist destination. But there is a peak
season and off peak season. In Bangladesh, the most suitable season for tourism is rainless dry
season starting from November and ends in February or mid- March and most of the foreign
tourists visit Bangladesh during this period. Since, 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
(Table 5.10) shows when the operators undertake the promotional activities:
Table 5.10 Promotional Activities Undertaken by the Organization
Time No of Respondents % of the respondents

All around the year 12 ( 5 from the BPC) 60
During the tourism seasons 02 10
Before the tourism season 06 30
Other - -
Total 20 100
It is apparent from the above table that the majority of the operators constituting 60 percent
undertake the promotional activities all around the year while only 6 operators constituting only
30 percent do the same before the season which can be considered as the timely effort. Because
the tourists have to be informed before their decision, so the advertisement before the season is
seemed to be the right time.
5.7.9 Overall Opinions of the Respondents on Promotional Activities of

Bangladesh Tourism
The promotional efforts of any product or service by any organization are intended to achieve
the better performance in achieving the goal of the organization. Considering the same, it was
attempted to evaluate the overall promotional activities undertaken and launched by the tourism
industry in Bangladesh to have a clear understanding whether tour operators including BPC are
performing in an expected way or not. This evaluation may help to find out whether the
promotion activities have any role or not in tourism marketing, are the tour operators are
spending the sufficient amount on promotional activities or not, whether they need to spend
more money to promotion or not and finally, is the promotional measures undertaken and
launched by the same industry is effective or not. The following table (Table- 5.11) shows the
respondents comments selected from the top executives of BPC and private tour operators
regarding the issues on the promotional activities of Bangladesh tourism:
Table 5.11 Respondents’ Opinion on Promotional Activities of Bangladesh Tourism
Factors Number of frequency

Strongly Agree Fairly Neither Fairly Disagree Strongly
Agree Agree agreed nor Disagree disagree Mean
(%) (%)
disagreed score
(%) (%) (%) (2 (%)
(%)
91
(7) (6) (5) (4) (3) (1)
Promotional expenditure is 03 01 00 11 00 00 05 3.80
sufficient (15) (5) (00) (55) (00) (00) (25)
Promotion can play strong role in 14 01 01 04 00 00 00 6.25
tourism (70) (05) (05) (20) (00) (00) (00)
Effectiveness of promotion 01 02 03 08 01 01 04 3.75
undertaken (05) (10) (15) (40) (05) (05) (20)
Need more promotional activities 17 00 00 02 00 00 01 6.40
(85) (00) (00) (10) (00) (00) (05)
It apparent from the above table that the mean score of the promotional activities needed is
6.4 which indicates that most of the respondents (17 out of 20) strongly feel that they should
take more promotional activities in marketing the tourism products or services of
Bangladesh. At the same time, 70% 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 6.25. The mean score on the point whether the promotional expenditure is
sufficient or not is 3.8 which is close to 4.00 or a minor below the average mean score. It is
interesting to note that only one respondent (5%) consider that their promotional activities
launched is effective. The mean score (3.75) 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 6.40 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.
5.7.10 Suggestions from the Tour Operators
The respondents were requested to express their opinion about the steps those should be
undertaken to attract more tourists. The summary of their suggestions are as:
Table 5.12 Required measures Undertaken to Attract More Tourists
Measures undertaken to attract foreign Measures undertaken to attract local

tourists tourists
1. Participate in international tourism fairs 1. Advertises in local Newspapers and
2. Uses Bangladesh mission abroad Bangladesh Television
3. Contracting international tour operators 2. Arranges tourism fairs
4. Distributing brochures and tourist hand 3. Distributes tourism publications to
books the potential tourists
5. Uses of well-designed website
The respondents both from the National Tourism Organization (BPC) in Bangladesh and from
the private tour operators in Bangladesh were requested to put forward some suggestions for the
Development of Bangladesh Tourism. Their suggestions can be presented in a summarised form
in the following table (table 5.13):
Table 5.13 Suggestions from the Tour Operators
92
Suggestion from Bangladesh Parjatan Suggestion from Private Tour Operators
Corporation
1. Need to develop new attractions/ 1. Infrastructural development is needed.

products or services in the 2. Developing new products or services in
destinations. the destinations.
2. More promotional activities should be 3. Well designed website is needed
undertaken
4. Foreign mission should be involved in
3. Should develop and update an promotional activities.
attractive web site to provide the
required information to the potential 5. Law and order situation should be
tourists. developed.
4. Government should priotize this 6. Need coordinated promotion activities
sector for development plan. by NTO and other parties involved.
5. Security of the tourists should be 7. Govt support to the private tour
ensured. operators is necessary for the
development of this sector.
6. BPC should have full autonomy to
take necessary decision timely 8. Tax holiday for vehicles is necessary
for minimizing cost of operation.
93
Chapter 6 Recommendations and Conclusion
6.1 Introduction
Tourism is now a fastest growing industry in the world. The growth of the same in the Asia and
the Pacific region is more accelerating than any other region. The ever increasing growth of this
industry and its market has increased the competition among the tourists importing countries.
As a result, the success of any destination country depends on how well it can initiate and adopt
the competitive marketing strategy over its competitors. Promotion is one of the most important
elements of the marketing mix through which the attractions of the destinations and its facilities
are focussed to the potential tourists to draw their attention and grow interest among them to
visit the sponsor’s destination. It sates that the destination country needs to take the effective
promotional measures so that they can gain the positive result through attracting more tourists
to its destination. The present study revealed that Bangladesh is also trying to attract more
tourists to its destination through different measures. But the country lacks far behind to
conduct the appropriate and sufficient measures regarding the promotional measures. The
resultant effect is that Bangladesh could not achieve significant progress to develop the industry
though the number of tourist arrivals and the earnings from this industry show a positive growth
rate. The position of Bangladesh tourism in world context is very negligible even the country’s
position is at the bottom line in the South Asian region. Among the seven countries of SAARC
in this region, Bangladesh holds the 6th position just above the position of Bhutan. But the
country has some unique attractions like world’s longest and unbroken sea beach, world’s
largest mangrove forest with a variety of wildlives, historical cultural heritage, tribal culture,
captivating beauty of the nature etc. One of the reasons of not succeeding Bangladesh tourism is
insufficient promotional measures undertaken for marketing the said sector. So, it is essential
for the policy makers of the concern industry to consider the issue very carefully and on the
priority basis for the expected development of the industry.
6.2 Recommendations for Managerial Implications
Based on the findings of the study and the researcher’s experience the following suggestions
can be put forwarded for the managerial implication to improve the promotion of this industry
in Bangladesh:
I. Correcting the Image of the Country
The image of the destination plays a vital role to attract tourists to that particular destination.
But Bangladesh is suffering from the image problem because of some international media.
These media highlight Bangladesh negatively which results to create misconception among the
potential tourists. Even some Non Government Organizations (NGOs) do the same thing in
order to collect funds by highlighting the country as a dreadfully poor, flood ravaged, pestilence
and means there is nothing to be in a country to consider as a tourist destination. As a result,
many foreigners do not choose Bangladesh as a tourist destination because of either they don’t
have enough idea about the country and its tourism attractions and facilities or what they have is
negative. To some extent, it may be partially true but is not the fact as a whole. Once someone
94
visits the country his/her perceived image is changed. So, Bangladesh tourism should
emphasize first on its promotional measures to correct this negative image. But it is not only the
issue to be solved by Bangladesh tourism authority; it requires the government’s initiative as a
whole and the Bangladesh Mission offices abroad have a major role in this regard. As
Bangladesh tourism industry has not enough funds to use to international media for correcting
this negative image, it should emphasize on the printed materials and to distribute it to the
potential tourists through different airlines, foreign tour operators and foreign mission abroad
etc.
II. Ensuring the Security of the Tourists
Security at the destination place is considered as one of the major 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 (Nurunnabi, 1995).248 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 major tourist areas with a view to correct Bangladesh’s tarnished
image. Any sort of risk and uncertainty related to the destination will lead the tourists not to
select that particular destination. Promotional 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 Internet and the rapid growth of the Internet is having an impact on the
distribution of travel services and has heightened speculation about the potential for
disintermediation of the travel agent (Bennett and Lai, 2005).249 Again, 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 (Morgan et al,
2001).250 It 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. In promoting the tourism industry of
any country, the Internet can play the leading role to facilitate information exchange
internationally. In addition to that World Wide Web (WWW) is the most popular application on
the Internet 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. It is worth
mentioning here that though BPC has it own web page, it should be well designed containing all
the necessary information.
IV. Promoting to Some Specific Regions
As 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. At least by targeting five more prospective tourist generating countries, the
country can undertake more promotional activities to those countries so that a larger number of
tourists can be attracted. Even to those countries, Bangladesh can launch heavy promotional
248
Norunnabi, ASM (1995), p. 12
249
Bennet, Marion and Lai, Chi-Wen Kevin (2005), p. 8
250
Morgan, N. J.; Prichard, A.; and Abbott, S. (2001), p. 110
95
activities by using different tools of promotion. If the industry wants to attract more foreign
tourists, it needs to publish some creative advertisement in some specific travel guides,
magazines, and specialized professional journals that the potential tourists, overseas tour
operators, travel agents, and travel writers read (Hossain and Firozzaman, 2003).251 The authors
described that tourist customers are more likely to respond to the creative advertising message
projected through specialized 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
destination(s) 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.
V. Allocation of more Promotional Funds
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 SAARC
or at least some other small countries of SAARC except India. To compete with these countries,
needs to conduct more promotional measures. But what the amount is allocating presently for
this purpose is not sufficient. Though the country has not enough financial capabilities, but it
can easily increase it promotional budget up to 4 or 5 percent of it total earnings from this
sector. In addition to that the authority should have a plan for the effective use of the
promotional budget. Because of it will again help to increase the earnings by attracting more
tourists.
VI. Use of Foreign Tour Operators to Promote Bangladesh as a tourist Destination
Foreign tour operators can play an important role to in motivating the potential tourists to a
specific tourist destination. BPC 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. For 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.
VII. More Discounted Offer for a Group Tour and Long Stay
Bangladesh can attract more tourists by offering more discounts on group tours and long stay
visits. For example, discount on air tickets, hotel rents, discounted price of local transport
arranged by the tour operators etc. National airlines have a major role in this regards. Since the
position of the national airlines of Bangladesh is not so good, the country can make the mutual
arrangement on some selected international airlines. In addition to that the tourism authority
should offer more off-season discounts, students discount, SAARC tour rebate etc to motivate
the potential tourists to visit Bangladesh. At 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.
VIII. Cooperation among the Neighbouring Countries is needed
251
. Hossain, Md. Afjal and Firozzaman, M. (2003), p. 72
96
The SAARC 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 SAARC countries’ tour operators, travel agencies, tourist organizations etc. This
region can undertake the promotional activities jointly to identify and highlight the tourist spot
of the SAARC countries. Again the bi-lateral co-operation between any two countries of the
same region can help both the participants in developing the sector.
IX. Developing Infrastructure Facilities and Diversified Products/Services
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. At the same time, the tourism authority needs to take
the necessary steps for diversify the products or services. For example, introducing new river,
lake and sea cruising, Bangladesh can have a bonanza in tourism industry. Before going to
advertise in the international media, the country needs to develop these facilities.
X. Encouraging More Private Sector Investment
Bangladesh tourism industry needs for heavy investment in order to develop infrastructure
facilities and promotional measures. Since 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. A revised tax holiday for the hotel industry will provide
incentives for the construction of new units and motivate the tourists to stay longer period
(Hossain and Firozzaman, 2003).252 The authors emphasized that tax holiday for accomodation
units is necessary as the room rent in Bangladesh is very high. In 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.
XI. Coordination among the Different Related Sectors
Bangladesh tourism industry needs the coordinated efforts and promotional activities among the
parties involved in this industry. Both the government sector and private sector tour operators
should take the joint programs in developing the industry. As 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.
Again, there should have the necessary coordination among the concerned ministries like
ministry of Tourism and Civil Aviation, Home, Foreign Affairs, Transport and Health so that
the visit of the tourists can be made more safer, healthier and enjoyable.
6.3 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
252
97
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. Promotion 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. It 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, Pagodas and enjoyable sea-
food all of which are almost impossible to be found in any where of the other tourist
destinations of the world; the world’s largest mangrove forests is formed at the delta of the
Ganges, 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 SAARC countries is at
the bottom line. It holds the position just above the position of Bhutan. As 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. As 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 Parjatan
Corporation 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. Advertisement in the local newspapers and the distribution of different printed
materials related to Bangladesh tourism may help to serve the purpose. In addition, participation
in the international tourism fairs, distribution of different types of high quality printed materials
among the potential foreign tourists; advertisement in some of the international newspapers
covering at least the major tourists generating countries to 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.
98
Since 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. All 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 realize 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.10.413 (US$150 thousand) in
2004-05 constituting only 0.25 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. Due 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. It 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. At 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. Again, 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.
99
So, 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. In 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.
With 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 South Asia, the resident foreigners in the country, and the domestic
affluent people. With 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 North America, Europe, Australia, New
Zealand, Japan and Korea 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 1991, formulated National Tourism Policy in 1992 and
undertaken some development projects. The GOB (Govt. of Bangladesh) has also
considered undertaking steps to establish Exclusive Tourist Zone (ETZ) 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. It has also started implementing by phases the recommendations of the
Strategic Master Plan formulated by the World Tourism Organization (WTO) with
the assistance of the UNDP. The effective implementation of all these steps will help
Bangladesh tourism industry to experience development to a greater extent and will
emerge as a major contributor to the national economy with in a very short period of
time.
6.4 Direction for Further Research
This research was carried out to find out the use of promotional activities in tourism by
emphasizing on the context of Bangladesh. It is tough to conduct the research on a vast area like
tourism with the time frame allocated for the study. As a result, the tourist opinion from the
field survey could not be used. There remains further scope to conduct the study as the
replication of the present study. For example, to have in depth picture of the tourists’ opinion
they can be interviewed. A comparative study can be done among the cost of visiting the
destinations of different regions from the same place of origin. Because of in addition to
attractions, the cost for travelling is an important element in choosing the destination place or it
can be compared the promotional strategies used by the successful destinations especially the
countries in the Asian regions to prescribe the more suitable strategy for the same of
Bangladesh.
100
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111
Index
A
Advertising.......................................................................29
B
Baldha Garden.................................................................40
Bishwa Istima..................................................................44
Buddha Purnima..............................................................45
C
Christmas.........................................................................44
D
Direct Marketing..............................................................31
Dulahazra Safari Park......................................................41
Durga Puja.......................................................................44
E
Edi-ul-Fitre.......................................................................44
Eid-e-Miladunnabi...........................................................43
Eid-ul-Azha......................................................................44
H
Himchari National Park...................................................40
I
Independence Day............................................................43
K
Kaptai National Park........................................................40
M
Madhabkunda Eco-park...................................................41
Mahasthangarh.................................................................35
Mainamati........................................................................35
Modhupur National Park.................................................40
Muharram.........................................................................44
N
National Botanical Garden...............................................40
National Mourning Day & International Mother Language
Day...................................................................................43
National Park...................................................................39
National Zoological Garden.............................................41
P
Paharpur...........................................................................35
Pahela Baishakh...............................................................43
Personal selling................................................................30
Public relations................................................................30
R
Rabindra and Nazrul Jayanti............................................44
Ramna Park......................................................................40
Ramsagar National Park..................................................40
S
Sales promotion...............................................................30
Sitakunda.........................................................................35
Sitakunda Botanical Garden and Eco-park......................41
Suhrawardy Uddayan.......................................................39
Sundarban........................................................................38
T
Temples and Monastery...................................................42
V
Victory Day......................................................................43
112
Appendices 1.
4.
Appendix I Questionnaire 2.
5.
(Please take 10 minutes to fill in this 3.
questionnaire) 6.
3. Which method do you follow to determine the
A. About the Respondent p
promotional budget?
Name: Affordable amount method
________________________________ Percentage of revenue earning
______ method
Designation/ Position: B
Based on the previous year’s expense
_________________________ Objective and task method
Fixed amount method
Gender: Male Female; Age :
_________________ Other (please specify the
method)_________________________________
B. About the Organization 4. Amount spent for promotion is enough?
Name of the Organization: (For questions 4 to 7; ‘7’ = strongly agree,
____________________________ ‘4’ = neutral and ‘1’ = strongly disagree)
Year of Establishment: 1 2 3 4 5 67
_______________________________
5. The promotional activities undertaken by
G
Ownership: Government Private
Other______________ 1 your organization
2 is
3 effective? 4 5 67
C. Promotional Activities
Undertaken
(Promotional activities like advertising,
sales promotion, publicity, personal 6. Do you think that the promotional activities
selling etc.) can play any role to tourism industry?
1. What type of promotional 1 2 3 4 5 67
activities is undertaken by your organization
to attract the tourists? (Please mention names7. More promotional activities are needed to
according to their priority).
develop the tourism industry in Bangladesh
1.
4. 1 2 3 4 5 67
2. 8. What measures do your organization
5. undertakes to attract foreign tourists? (Please
3. mention according to their importance)
6. 1.
2. Which media (TV, Radio Newspaper, Online, 4.
Brochure and others) do you use for the 2.
promotional activities? (Please mention the 5.
name according to priority)
113
3.
6.
9. What measures do your organization
undertakes to attract local tourists? (Please
mention according to their importance)
1.
4.
2.
5.
3.
6.
10. Would you please mention the weaknesses of
the promotional activities undertaken by your
organization? ( Please mention strongest one
to weakest one)
1.
4.
2.
5.
3.
6.
11. When is most suitable season for tourism and
travelling in Bangladesh? (Please specify the
month/duration)
(i) Most suitable season
:______________________(ii) Suitable season:-
________________
When does your organization use promotional
activities?
All around the year During the tourism
season
Before the season (please specify the month
or duration)_________________________
Other________________________________
13. Please briefly put forward your personal
comment(s) on the use of promotional
activities to tourism industry in Bangladesh.
Thank you for your sincere cooperation.
114
Appendix II Comparison on Some Selected Factors among the South Asian Countries
Factors of Bangladesh Bhutan India Iran Maldives Nepal Pakistan Sri Lanka
comparison
Official Name The People’s The Kingdom of The Republic of The Islamic Republic The Republic of The Kingdom of The Isla-mic Rep-ublic The Dem ocratic
Republic of Bhutan India of Iran Male’ Nepal of Pakistan Socialist Republic of
Bangladesh Sri Lanka
Location Southern Asia, Southern Asia, Southern Asia, Middle East Southern Asia, Southern Asia, Southern Asia, Southern Asia, Island
bordering the Bay of between China and bordering the bordering the Gulf of South-Southwest of between China bordering the Arabian in the Indian Ocean,
Bengal, between India Arabian Sea and the Oman, the Persian India and India Sea, India on the east south of India
Burma and India Bay of Bengal, Gulf and the Caspian and Iran & Afghanistan
between Burma and Sea betwn Iraq and on the west, China in
Pakistan Pakistan the north
Geographical 24000N, 90000E 27030N, 90030E 20000N, 77000E 32000N, 53000E 3015N, 73000E 28000N, 84000E 30000N, 70000E 7000N, 81000E
coordinates
Climate Tropical; mild Tropical in southern Tropical monsoon in Mostly arid or Tropical: hot, humid; Summers and Mostly hot, dry desert, Tropical monsoon,
winter; humid plains, cool winters south to temperate in semiarid, subtropical and dry severe winters in temperate in northwest. northeast monsoon
summer, humid, and hot summers in north along Caspian coast north to (Dec- March) and
warm rainy monsoon central valleys. subtropical southeast monsoon
summers and mild (Jun- Oct)
winters in south
Area (in km2 ) 144,000 47,5000 3,287,590 1,648,195 300 147,181 880,254 65,610
Year of 1971 1949 1947 N/A 1965 1768 1947 1948
Independence
Capital City Dhaka Thimpu New Delhi Tehran Male’ Kathmandu Islamabad Sri Jayewardenepura
23042’ N 90022’ E 28028’ N 89035’ E 28034’ N 77012’ E 35040’ N 51025’ E 4010’ N 73030’ E 27042’ N 85019’ E 33040’ N 73010’ E 6054’N 79054’ E
Nationality Bangladeshi Bhutanese Indian Iranian Maldivian Nepalese Pakistani Sri Lankan
Official Language Bangla Dzongkhaand Hindi, English and Persian Dhivehi Nepali Urdu and English Sihala and Tamil
English 21 other Languages
Total Population (in 144.32 (2005 est) 2.23 1,192.23 68.47 0.35 27.68 163.99 20.06
million) (2005 est) (2006 est) (2005 est) (2005 est) (2005 est) (2006 est) (2005 est)
Density 1,002/km2 45/km2 329/km2 41/km2 1,171/km2 196/km2 186/km2 305/km2
Position in terms of 7th 139th 2nd 18th 166th 40th 6th 53rd
Population
Population Growth 2.09% 2.1% 1.38% 0.86% 2.82% 2.17 % 2.09% 0.78%
Rate
Sex Ratio 1.05m/f 1.05m/f 1.05m/f 1.05m/f 1.05m/f 1.05m/f 1.05m/f 1.05m/f
Main Religion Muslim (83%) Lamaistic Buddist Hindu (80.5%) Muslim (99%) Muslim Hindu (80.6%) Muslim (97%) Buddhist (69.1%)
(75%)
Literacy Rate 43.1% (2003 est) 47% (2003 est) 59.5% (2003 est) 79.4% (2003 est) 97.2% (2003 est) 45.2% (2003 est) 48.7% (2003 est 92.3% (2003 est
GDP (PPP) $280 billion (2005 $2.913 billion (2005 $ 3.678 trillion (2005 $ 560.35 billion $ 1.25 billion (2002 $ 42.17 billion $ 385.2 billion (2005 $ 86.72 billion (2005
est) est) est) (2005 est) est) (2005 est) est) est)
GDP- real growth 5.4% (2005 est) 5.3% (2005 est) 7.6% (2005 est) 6.3% (2004 est) 2.3% (2002 est) 2.5% (2005 est) 7.8% (2005 est) 5% (2005 est)
rate
GDP per capita $1875 (2005 est) $3,330 (2005 est) $ 3,400 (2005 est) $8.065 (2005 est) $ 3,900 (2002 est) $ 1,500 (2005 est) $ 2388 (2005 est) $ 4,300 (2005 est)
(PPP) in US$
HDI (2003 est) 0.520 (139th) - 0.536 (134th) - 0.602 (127th) - 0.736 (99th) - 0.745 (96th) - 0. 526 (136th) - 0.527 (135th) - medium 0.751 (93rd) -
medium medium medium medium medium medium medium
Currency Taka (BDT) Ngultrum (BTN) Rupee (INR) Rial (IRR) Rufiyaa (MVR) Rupee (NPR) Rupee (PKR) Rupee (LKR)
Exchange rate BDT 64.32 BTN 44.10 (2005 INR 44.10 IRR 8.61 (2004 est) MVR 12.8 NPR 71.37 (2005 59.52 (2005 est) LKR 100.50
( 1US$ =) (2005 est) est) (2005 est) (2004 est) est) (2005 est)
Inflation Rate 6.7 % (2005 est) 3 % (2002 est) 4.6% (2005 est) 15.5% (2004 est) 1% (2002 est) 7.8% (2005 est) 9.2% (2005 est) 11.2%
No. of Airports 16 2 334 305 5 48 134 16
Main Ports and Chittagong and - Chennai, Haldia, Assaluyeh, Bushehr Male’ NA Karachi, Port Colombo, Galle
Terminals Mongla Kolkata, Mumbai, Muhammad Bin
New Mangalore Quasim
Time Zone BDT (UTC+6) BTT (UTC+6) IST (UTC+5:30) (UTC+3:30) (UTC+5) NPT (UTC PST (UTC+5) (UTC+6)
+5:45)
Calling Code +880 +975 +91 +98 +960 +977 +92 +94
Source: Compiled from the World Factbook, available from: http://www.cia.gov/cia/publications/factbook/ (accessed 11.04.06); and Wikipedia, the free encyclopedia, available from:
http://en.wikipedia.org/wiki/Main_Page (aacessed11.04.06)
Appendix III Details of Air fare
Air Fare from UK to Some Selected Destinations
From To Name of the Departure Return Price

Airlines Date Date (Economy
December December Class)
10, +- 7 days 15 +- 7
days
UK Dhaka, Bangladesh British Airways Dec 9 Dec 18 $1212.70 or
(Heathrow) £643.60
UK Bombay, India British Airways Dec 10 Dec 20 $1008 or
(Heathrow) £535.20
UK Kolkata, India British Airways Dec 9 Dec 20 $1055.40 or
(Heathrow) £560.20
UK Islamabad, Pakistan British Airways Dec 09 Dec 19 $1101.20 or
(Heathrow) £584.50
UK Tehran, Iran British Airways Dec 10 Dec 20 $930.88 or
(Heathrow) £494.10
UK Bhutan * * * *
(Heathrow)
Manchester, Male, Maldives Charter Flight Dec 10 Dec 18 $$1033.52
UK
UK Nepal Qatar Airways Dec 10 Dec 20 $1225.33 or
(Heathrow) £650.39
Manchester, Sri Lanka Charter Flight Dec 06 Dec 20 $1241.68 or
UK £659.00
*. Flight is not available
http://www.charterflights.co.uk/flights/maldives/male/ (accessed 7.05.06)
http://www.britishairways.com/travel/fx/public/en_gb (accessed 25.04.06)
Note: Currency was converted in 11 May, 2006
Air Fare from Heathrow, UK to Some Selected Destinations
From To Name of the Departure Return Date Price

Airways Date December 15 (Economy
December +- 7 days Class)
10, +- 7 days
Dhaka, Bangladesh Etihad Airways Dec 10 Dec 20 $951.77 or £
505
UK Mumbai Swiss Airways Dec 10 Dec 20 $744.31 or
(Heathrow (Bombay), India £395
) Kolkata, India Emirates Airways Dec10 Dec 20 $1055.35 or £
560
Islamabad, Etihad Airways Dec 09 Dec 19 $829.26 or £
Pakistan 440
Tehran, Iran Turkish Airways Dec 10 Dec 20 $603.10 or £
320
Bhutan (Bhuj, BMI Dec 10 Dec 17 $1102.58 or
India) £585
Male, Maldives Martinair Airways Dec 10 Dec 20 $951.80 or £
505
Kathmandu, Nepal Australian Airlines Dec 10 Dec 20 $ 1119.54 or
£594
Colombo, Sri Etihad Airways Dec 10 Dec 20 $ 944.11 or
Lanka £501
* Fare is not available online
http://www.dialaflight.com/flightsearch.asp?source=miva (accessed 6.5.06)
http://www.uknetguide.co.uk/Travel/Flight_Search/ (accessed 04.05.06)
Note: Currency was converted as on 10th May, 2006
Calculation of Average Cost of Air Ticket (Two ways) from Heathrow, UK to Some Selected
Destinations
From To Amount Average ( 1 Two persons

person)
Dhaka, Bangladesh $ (1212.70+951.77 )/2 $1082.24 $2164.50
Heathrow, UK Bhutan (Bhuj, India) $ (* +1102.58)/2 $ 1102.58 $2205.16
Bombay, India $ (1008+744.31)/2 $876.16 $1752.32
Kolkata, India $ (1055.40+1055.35)/2 $1055.38 $2110.76
Tehran, Iran $ (938.88+603.10 )/2 $771.00 $1542.00
Islamabad, Pakistan $ (1101.20+829.26 )/2 $ 965.23 $1930.46
Maldives $ (1033.52+ 951.80)/2 $992.66 $1985.32
Kathmandu, Nepal $ (1225.33+1119.54 )/2 $1172.44 $2344.88
Colombo, Sri Lanka $ (1241.68+944.11)/2 $1092.90 $2185.80
*. Flights not available
Air Fare from Stockholm to Some Selected Destinations
From To Name of the Departure Date Return Date Price Price (Economy
Airlines December 10, December 15 (Economy Class) 2 Adults
+- 7 days +- 7 days Class) 1
Adult
Dhaka, British Airways Dec 9 Dec 18 $1313.94 or $ 2627.92
Bangladesh* £697.31
Stockholm, Mumbai (Bombay), British Airways Dec 10 Dec 20 $1143.38 or $2286.76
Sweden India* £606.81
Kolkata, India* British Airways Dec 11 Dec 20 $1206.27 or $2412.54
£640.22
Islamabad, British Airways Dec 11 Dec 19 $1086.96 or $2173.92
Pakistan* £576.9
Tehran, Iran* British Airways Dec 10 Dec 20 $930.63 or $1861.26
£493.90
Bhutan* Air France (BBI, Dec 10 Dec 20 $1243.67 or $2487.34
India) 9060 SEK
Maldives** Malaysian Dec 10 Dec 20 $1859.20 or $3718.40
Airlines 13543 SEK
Nepal** Thai Airways Dec 10 Dec 20 $1896.82 or $ 3793.64
13,817 SEK
Sri Lanka** KLM Royal Dec 14 Dec 21 $1276.41 or $2552.82
Dutch Airlines 9297 SEK
and Martinair
*. http://www.britishairways.com/travel/fx/public/en_gb (accessed 25.04.06)
**. http://www.saveflights.com/timetable/index.html (accessed 07.0506)
Air Fare from New York, USA to Some Selected Destinations
From To Name of the Departure Return Date Price Price

Airlines Date December 15 (Economy (Economy
December 10, +- 7 days Class) for 1 Class) for 2
+- 7 days Adult Adults
New York, Dhaka, Bangladesh* British Airways Dec 9 Dec 21 $1605 or $3210
USA £852.58
Mumbai (Bombay), India* British Dec 10 Dec 20 $1349.20 $2698.40
Airways Or £716.69
Kolkata, India* British Dec 11 Dec 20 $1737.91 or $3475.82
Airways £923.17
Islamabad, Pakistan* British Airways Dec 11 Dec 19 $1416.77 or $2833.54
£752.58
Tehran, Iran* British Airways Nov 15 Dec 05 $1369.53 or $2739.06
£727.49
Bhutan** Indian Airlines Dec 10 Dec 20 $1910 or $ 3820
£1024
Maldives*** Emirates December 10 December 20 $1853 or $3706
Airlines £993.25
Nepal*** KLM December 10 December 20 $1540 or $3080
£825.45
Sri Lanka*** Emirates December 10 December 20 $1311 or $2622
Airlines £702.70
*. http://www.britishairways.com/travel/fx/public/en_gb (accessed 25.04.06)

**. http://www.cheapflights.com/book-flights-online.html?from=John+F+Kennedy&to=Bhubaneswar (accessed 08.05.06)
***. http://www.cheapflights.com/?source=cfuk_manual (accessed 08.05.06)
Air Fare from Brussels, Belgium to Some Selected Destinations
From To Name of the Airways Departure Return Date Price Price

Date December 15 (Economy (Economy
December 10, +- 4 days Class) for 1 Class) for 2
+- 4 days adult adults
Dhaka, Bangladesh Lufthansa and Gulf Air Dec 14 Dec 21 $ 1850 $ 3700
Airways
Brussels Mumbai (Bombay), Lufthansa Airways Dec 14 Dec 21 $ 1890 $ 3780
(BRU) India
Kolkata, India Air India Dec 14 Dec 21 $ 1271 $ 2542
Islamabad, Emirates Dec 14 Dec 21 $ 1878 $ 3756
Pakistan
Tehran, Iran * * * * *
Bhutan * * * * *
Maldives Emirates Dec 11 Dec 18 $ 1930 $ 3860
Nepal Lufthansa Airways Dec 14 Dec 21 $ 2346 $ 4692
Sri Lanka SriLankan Airlines Dec 11 Dec 18 $ 1928 $ 3856
*. Flight not available to this destination
http://www.expedia.com/pub/agent.dll?qryt=1&tovr=-1294727294&ps3u= (accessed 07.05.06)
Air Fare from Frankfurt, Germany to Some Selected Destinations
From To Name of the Flight Departure Return Date Price Price

Date December (Economy (Economy
December 10, 15 +- 7 Class) for Class) for
+- 7 days days 1 adult 2 adults
Frankfurt, Dhaka, Bangladesh Emirates Dec 10 Dec 20 $1713 $3426
Germany Mumbai
(Bombay), India Lufthansa Dec 10 Dec 20 $ 913 $ 1826
Kolkata, India Lufthansa Dec 10 Dec 20 $ 1541 $ 3082
Karachi, Pakistan Lufthansa Dec 11 Dec 19 $ 2826 $ 5652
Tehran, Iran - Nov 15 Dec 05 - -
Bhutan - - - - -
Male, Maldives Austrian Airlines Dec 10 Dec 20 $ 2468 $ 4936
Kathmandu, Nepal Gulf Air Dec 10 Dec 20 $ 4244 $ 8488
Colombo, Sri Lufthansa Dec 10 Dec 20 $ 1736 $ 3472
Lanka
* Flight not available to this destination
http://www.expedia.com/daily/home/default.asp?rfrr=-1065 (accessed 07.05.06)
-. Flights are not available
Appendix IV Details of Accommodation Cost
Rates are per Room per Night

Bangladesh
Name of the Hotel Rank of the Room Description Rent Per Rent Applicable
Hotel Night
Sheraton Hotel, Dhaka1 ***** Deluxe 1 Adult US$ 160 October 01, 2005 -
Deluxe 2 Adults US$ 160 December 30, 2006
Pan Pacific Sonargaon, Dhaka1 ***** Deluxe 1 Adult US$ 177 October 01, 2005 -
Radisson Water Garden Hotel, ***** Queen Bed Deluxe US$ 195 NA
Dhaka2 Twin Bed Deluxe US$ 195
Hotel Swiss Park , Dhaka1 **** Deluxe 1 Adult US$ 90 October 01, 2004 -
Lake Shore Hotel & Apartment, **** Deluxe 1 Adult US$ 105 Oct. 01 2005 – Dec.
Dhaka3 Deluxe 2 Adults US$ 105 30 2006
Hotel Agrabad4 **** Executive Room US$ 147 NA
Royal Twin Room US$ 210
Best Western La Vinci Hotel, *** Deluxe 1 Adult US$ 105 October 01, 2005 -
Dhaka1 Deluxe 2 Adults US$ 105 December 30, 2006
Hotel Lake Castle, Dhaka1 *** Deluxe 1 Adult US$ 105 October 01, 2005 -
Hotel Sweet Dream, Dhaka5 *** Queen Bed US$ 85 Oct. 01, 2005 – Dec.
Deluxe Twin Bed US$ 95 30, 2006
Hotel Purbani International6 *** Standard Room US$ 70 NA
Deluxe - Double US$ 100
Hotel Sweet Dream, Dhaka1 *** Superior Queen Bed US$ 85 October 01, 2005 -
Deluxe Twin Bed US$ 95 December 30, 2006
1. http://www.southtravels.com/asia/bangladesh/index.html (accessed 20.04.06)

2. http://www.tripadvisor.com/ShowUserReviews-g293936-d603313-r4722138-Radisson_Water_Garden_Hotel_Dhaka-
Dhaka.html (accessed 20.04.06)
3. http://www.southtravels.com/asia/bangladesh/lakeshore/index.html (accessed 20.04.06)
4. http://hotelbangladesh.epb.gov.bd/hotels%20page/hotel_agrabad.html (accessed 20.04.06)
5. http://www.southtravels.com/asia/bangladesh/sweetdreamdhaka/index.html (accessed 20.04.06)
6. http://hotelbangladesh.epb.gov.bd/hotels%20page/purbani.htm (accessed 20.04.06)

India
Hotel Night
The Taj Mahal Palace & Tower, ***** Deluxe City Facing Single US$ 270 January 01, 2006 -
Mumbai1 Deluxe City Facing Double US$ 286 April 15, 2006
Oberoi Raj Vilas, Jaipur1 ***** Deluxe Room 1 Adult US$ 536
Deluxe Room 2 Adults US$ 536 January 01, 2006 -
April 15, 2006
Ramada Hotel Palm Grove, ***** Standard Single Room US$ 153 October 01, 2005 -
Mumbai1 Standard Double Room US$ 170 March 31, 2006
Cidade De Goa1 ***** Deluxe Room 1 Adult US$ 232 January 06, 2006 -
Deluxe Room 2 Adults US$ 232 March 31, 2006
Hotel Holiday Inn Surat1 ***** Deluxe Suite 1 Adult US$ 205 January 01, 2006 -
Deluxe Suite 2 Adults US$ 229 March 31, 2006
Hotel Ritz, Mumbai1 **** Standard Room 1 Adult US$ 90 October 01, 2005 -
Standard Room 2 Adults US$ 99 March 31, 2006
Hotel Jaipur Ashok, Jaipur1 **** Standard Room 1 Adult US$ 52 January 01, 2006 -
Standard Room 2 Adults US$ 52 March 31, 2006
Cama Park Plaza, Ahmedabad1 **** Deluxe Single Room US$ 125 October 01, 2005 -
Deluxe Double Room US$ 140 March 31, 2006
Ramee Guestline, Mumbai1 **** Superior Room – 1 Adult US$ 112 Oct. 01 2005 - March 31
Superior Room – 1 Adult US$ 124 2006
The Orchid Hotel, Mumbai1 **** Deluxe Room 1 Adult US$ 168 October 01, 2005 -
Deluxe Room 2 Adults US$ 168 March 31, 2006
Mansingh Palace, Agra2 *** Single US$ 98 December 2006

Double US$ 98
Publas International Hotel, New *** Single US$ 76 December 2006
Delhi3 Double US$ 76
Comfort Inn Herutage, Mumbai4 *** Single US$ 120 December 2006
Double US$ 136
White House Hotel, New Delhi5 *** Single US$ 92 December 2006
Double US$ 114
Pradeep Hotel Varanasi, Varanasi6 *** Single US$ 68 December 2006
Double US$ 76
1. http://www.southtravels.com/asia/india/index.html (accessed 20.04.06)

2. http://www.asiahotels.com/hotelinfo/Mansingh_Palace/ (accessed 22.04.06)
3. http://www.asiahotels.com/hotelinfo/Pablas_International_Hotel/( accessed 22.04.06)
4. http://www.asiahotels.com/hotelinfo/Heritage_Hotel_Mumbai/ (accessed 22.04.06)
5. http://www.asiahotels.com/hotelinfo/WHITE_HOUSE_HOTEL_NEW_DELHI/( accessed 22.04.06)
6. http://www.asiahotels.com/hotelinfo/Pradeep_Hotel_Varanasi/( accessed 22.04.06)
Iran
Hotel Night
Azadi Grand Hotel, Tehran1 ***** Standard Room - 1 adult US$ 110 until March 15, 2007
Standard Room - 2 adults US$ 149
Laleh International, Tehran1 ***** Standard Room - 1 adult US$ 135 until March 15, 2007
Abbasi Hotel, Isfahan1 ***** Standard Room - 1 adult US$ 99 Till March 15, 2007
Esteghlal Grand Hotel, Tehran1 ***** Standard Room - 1 adult US$ 110 until March 15, 2007
Kowsar Hotel, Isfahan1 ***** Standard Room - 1 adult US$ 83 until March 15, 2007
Simorgh Hotel, Tehran1 **** Standard Room - 1 adult US$ 127 until March 15, 2007
Evin Hotel, Tehran1 **** Standard Room - 1 adult US$ 112 until March 15, 2007
Tehran Grand Hotel, Tehran1 **** Standard Room - 1 adult US$ 81 until March 15, 2006
Enghelab Hotel, Tehran2 **** Single US$ 80 NA
Double US$ 105
Kowsar Hotel, Tehran2 * * ** Single US$ 70 NA
Double US$ 86
Iranshahr Hotel, Tehran1 *** Standard Room - 1 adult US$ 48 until March 15, 2007
Alborz Hotel, Tehran2 *** Single US$ 50 NA
Double US$ 75
Hovaizeb Hotel, Tehran2 *** Single US$ 65 NA
Double US$ 88
Melal Hotel Apartment, Tehran2 *** Single US$ 185 NA
Double US$ 240
Rudaki Hotel, Tehran2 *** Single US$ 50 NA
Double US$ 65
1. http://www.southtravels.com/middleeast/iran/index.html (accessed 20.06)

2. http://www.irantravelingcenter.com/iran_hotel.htm (accessed 20.06)
Maldives
Name of the Hotel Rank of Room Description Rent Per Rent Applicable
the Hotel Night
Bandos Island Resort, North Male ***** Standard Room - 1 adult Standard US$ 174 Sep. 1, 2006 till Oct.
Atoll* Room - 2 adults US$ 189 31, 2006
Velavaru Island Resort, Dhaalu ***** Deluxe Beach Bungalow -1 adult US$ 274
Atoll* Deluxe Beach Bungalow-1 adults US$ 304 January 09 2006 -
April 30 2006
Paradise Island Resort, North Male ***** Super Deluxe Room - 1 adult US$ 265 September 01, 06 -
Atoll* Super Deluxe Room - 1 adult US$ 275 October 31, 06
One & Only Kanuhura Resort, ***** Deluxe Vila - 1 adult US$ 605 July 24, 06 -
Lhaviyani, Atool* Deluxe Vila - 2 adults US$ 617 December19, 06
Kurumba Village Resort, North ***** Deluxe Room - 1 adult US$ 276 Sep. 1, 2006 until
Male Atoll* Deluxe Room - 2 adults US$ 286 Oct. 31, 2006
Angaga Island Resort, South Ari **** Superior Room - 1 adult Superior US$ 206 April 01 2006 - April
Atoll* Room - 2 adults US$ 254 30 2006
Bathala Island Resort, North Ari **** Standard Room - 1 adult US$ 252 March 5, 2006 -
Atoll* Standard Room - 2 adults US$ 298 April 30, 2006
Embudu Village Resort, South Male **** Superior Room (A/C)- 1 adult US$ 141 April 16, 2006 -
Atoll* Superior Room (A/C)- 2 adults US$ 187 April 30 ,2006
Biyadhoo Island Resort, South **** Beach Front Room - 1 adult US$ 191 Oct. 1, 2006 till Oct.
Male Atoll* Beach Front Room - 2 adults US$ 201 31, 2006
Ellaidhoo Tourist Resort, North Ari **** Superior Room - 1 adult Superior US$ 130 Oct. 1, 2006 till Oct.
Atoll* Room - 2 adults US$ 173 31, 2006
Halaveli Holiday Village Resort, *** Beach Bungalow – 1 Adult US$ 167 Feb 1, 2005 - April
North Ari Atoll Beach Bungalow – 2 Adults US$ 188 30 2006
Kai Lodge Hotel, North Male Atoll *** Standard Room - 1 adult US$ 55 Feb. 1, 2006 - April
Standard Room - 2 adults US$ 55 30 2006
Abalone Tourist Inn Resort, North *** Standard Room - 1 adult US$ 83 Winter 2005 - 2006
Male Atoll Standard Room - 2 adults US$ 105
Summer Island Village, North Male *** Air Conditioned Room - 1 adult US$ 199 April 11, 2006 -
Atoll Air Conditioned Room - 2 adults US$ 215 April 30, 2006
Giravaru Island Resort, North Male *** Standard Deluxe Room - 1 Adult US$ 158 January 11, 2006 -
Atoll Standard Deluxe Room - 2 Adults US$ 184 April 30, 2006
*. http://www.southtravels.com/asia/maldives/index.html (accessed 20.04.06)

Nepal
the Hotel Night
The Fulbari Resort & Spa Nepal1 ***** Deluxe Room - Single US$ 87 Valid till 30th
Deluxe Room - Double US$ 98 September, 2006
Dwatika Hotel Kathmandu, Nepal1 ***** Deluxe Room- Single US$ 201 January 1 - 30
Deluxe Room- Single US$ 219 April / Oct. 1 -
31 2006
Club Himalaya Resort, Nepal1 ***** Standard Room - Single US$ 69 NA
Standard Room - Double US$ 85
Soaltee Crown Plaza, Kathmundu2 ***** Deluxe Room - Single US$ 200 NA
Deluxe Room - Double US$ 210
The Everest Hotel, Kathmandu2 ***** Deluxe Room - Single US$ 200 NA
Hotel Vaishali, Nepal1 **** Single Room US$ 51 July 01, 2005 - 30
Double Room US$ 61 Sep 2006
Fish Tail Lodge, Nepal1 **** Standard Room – 1 Adult US$ 80 July 01, 2005 - 30
Standard Room - 2 Adults US$ 85 Sep 2006
Park Village Hotel, Nepal1 **** Standard Room - Single US$ 51 NA
Standard Room -Double US$ 56
The Malla Hotel2 **** Deluxe Room - Single US$ 150 NA
Hotel Woodlands2 **** Single Room US$ 105 NA
Double Room US$ 115
Marshyangdi Hotel Nepal1 *** Standard Room - 1 adult US$ 45 July 01, 2005 - 30
Standard Room - 2 adults US$ 52 Sep 2006
Buddha Maya Garden Hotel, Nepal1 *** Standard Room - Single US$ 51 NA
Standard Room -Double US$ 56
Hotel Harati2 *** Deluxe Room - Single US$ 60 NA
Hotel Gangjong2 *** Deluxe Room - Single US$ 80 NA
Nivana Garden Hotel, Nepal3 *** Single Room US$ 34 NA
Doule Room US$ 38
Island Jungle Resort, Nepal4 ** Standard Room – 1 Adult US$ 80 July 01, 2005 - 30
Standard Room - 2 Adults US$ 140 Sept 2006
1. http://www.southtravels.com/asia/nepal/index.html (accessed 21.04.06)
2. http://www.hotelnepal.com/(accessed 21.04.06)
3. http://www.southtravels.com/asia/nepal/nirvanagardenkathmandu/index.html (accessed 21.04.06)
4. http://www.southtravels.com/asia/nepal/islandjungleresort/index.html (accessed 21.04.06)

Pakistan
the Hotel Night
Serena Hotel Islamabad1 ***** Deluxe Room- Single US$ 230 till December 31,
Deluxe Room- Double US$ 230 2006
Marriott Hotel, Islamabad1 ***** Executive Room - Single US$ 293 till December 30
Executive Room - Double US$ 293 2006.
Avari Hotel, Lhore1 ***** Deluxe Room- 1 Adult US$ 200 Sept. 01, 2005 –
Deluxe Room- 2 Adults US$ 252 Dec. 31, 2006
Pearl Continental Hotel, Bhurban ***** Deluxe Room- 1 Adult US$ 175 June 01, 2005 -
Murree1 Deluxe Room- 2 Adults US$ 175 March 30, 2006
Sheraton Karachi Hotel & Tower1 ***** Classic- 1 adult US$ 225 till December 31
Classic- 2 adults US$ 256 2006.
Holiday Inn, Islamabad1 **** Standard Room – 1 Adult US$ 87 till December 30,
Standard Room - 2 Adults US$ 107 2006
Shalimar Hotel, Rawalpindi1 **** Standard Room - Single US$ 75 Dec. 21, 2005 to
Standard Room - Double US$ 90 Dec. 31, 2006
Sunfort Hotel Lahore1 **** Standard Room – 1 Adult US$ 112 Dec. 20 2005 – Dec.
Standard Room - 2 Adults US$ 125 31, 2006
Regent Plaza Hotel & Covention **** Standard Room – 1 Adult US$ 125 Oct. 29 2005 – Dec.
Centre, Karachi1 Standard Room - 2 Adults US$ 145 31, 2006
Shangrila Resort Hotel, Murree1 **** Standard Room – 1 Adult US$ 72 Oct. 22, 2005 – Dec.
Pak Palace Hotel, Islamabad1 *** Standard Room – 1 Adult US$ 75 till December 31,
Hotel Crowne Plaaza, Lahore1 *** Standard Room – 1 Adult US$ 85 Oct. 22, 2005 – Dec.
Indus Hotel, Hyderabad1 *** Standard Room – 1 Adult US$ 38 till December 30
Standard Room - 2 Adults US$ 60 2006.
Hotel taj Palace, Sialkot1 *** Standard Room – 1 Adult US$ 41 till December 30,
Standard Room - 2 Adults US$ 50 2006.
Days Inn Hotel, Karachi1 *** Standard Room – 1 Adult US$ 70 till December 30,
Source : http://www.southtravels.com/asia/pakistan/index.html (accessed 21.04.06)
Sri Lanka
the Hotel Night
Galandi Hotel, Colombo ***** Standard Room - 1 adult US$ 78 Nov. 01, 2005 -
Standard Room - 2 adults US$ 80 April 30, 2006
Taj Samudra Hotel ***** Standard Room - 1 adult US$ 65 Nov. 01, 2005 – Dec.
Standard Room - 2 adults US$ 80 30, 2006
Eden Resort and Spa Beruwela ***** Standard Room - 1 adult US$ 100 Jan 11, 2006 - Feb
Lighthouse Hotel ***** Standard Room - 1 adult US$ 254 Sept. 01, 2005 – Oct.
Hotel The Blue Water, Wadduwa ***** Standard Room - 1 adult US$ 175 March 16, 2006 -
Riverina Hotel, Beruwela **** Superior Room - 1 adult Superior US$ 65

Room - 2 adults US$ 75
Induruwa Beach Hotel **** Standard Room - 1 adult US$ 30 Oct. 01, 2004 – Oct.
Hotel brown Beach, Negombo **** Standard Room - 1 adult US$ 57 Nov. 01, 2005 -
Mount Livinia Hotel **** Standard Room - 1 adult US$ 80 Feb 22, 2006 - Mar
Hotel Club Palm Bay Marawila **** Standard Room - 1 adult US$ 144 Jan 21, 2005 - Mar
Standard Room - 2 adults US$ 156 31 2005Hotel The
Reef
Lihiniya Surf Hotel, Bentota *** Single Standard Room US$ 67 July 01, 2004 -
Double Standard Room US$ 73 October 31, 2004
Holiday Inn, Colombo *** Standard Room - 1 adult US$ 82 Nov. 01, 2005 -
Hotel Closenberg, Galle *** Standard Room - 1 adult US$ 67 Jan 16, 2006 - April
Hotel Tangerine Beach *** Standard Room - 1 adult US$ 90 Jan 11, 2006 - Apr
Grand Oriental Hotel, Colombo *** Standard Room Gov. Wing - 1 US$ 61 November 01, 2005 -
adult April 30, 2006
Standard Room Gov. Wing - 2
adults US$ 65
Source: http://www.southtravels.com/asia/srilanka/index.html (accessed 22.04.06)

Calculation of Average Cost in US$
Name of the Hotel Ranking
country 5 Star 4 Star 3 Star
Bangladesh 1 Adult: (160+177+195)/3 = 177 1 Adult: (90+105+147)/3 = 114 1 Adult: (105+105+85+70+85)/5 = 90
2 Adults: (160+177+195)/3 = 177 2 Adults: (100+105+210)/3 = 138 2 Adults: (105+105+95+100+95)/5 = 100
India 1 Adult: (270+536+153+232+205)/5 =279 1 Adult: (90+52+125+112+168)/5 = 109 1 Adult: (98+76+120+92+68)/5 = 91
2 Adults: (286+536+170+232+229)/5 = 291 2 Adults: (99+52+140+124+168)/5 = 117 2 Adults: (98+76+136+114+76)/5 = 100
Iran 1 Adult: (110+135+99+110+83)/5 =107 1 Adult: (127+112+81+80+70)/5 = 94 1 Adult: (48+50+65+185+50)/5 = 80
Maldives 1 Adult: (174+274+265+605+276)/5 = 319 1 Adult: (206+252+141+191+130)/5 = 184 1 Adult: (167+55+83+199+158)/5 = 132
Nepal 1 Adult: (87+201+69+200+200)/5 =151 1 Adult: (51+80+51+150+105)/5 = 87 1 Adult: (45+51+60+80+34)/5 = 54
Pakistan 1 Adult: (230+293+200+175+225)/5 = 225 1 Adult: (87+75+112+125+72)/5 = 94 1 Adult: (75+85+38+41+70)/5 = 62
Sri Lanka 1 Adult: (78+65+100+254+175)/5 = 134 1 Adult: (65+30+57+80+144)/5 = 75 1 Adult: (67+82+67+90+61)/5 = 73
Note: Figures have been rounded up
Calculation of Total Costs of Hotel/Accommodation for a 10 Days Tour (in US$) in Some
Selected South Asian Countries
Name of the Visitor Hotel Ranking
country Category 5 Star 4 Star 3 Star
Bangladesh Individual 177 x 1 x 10 = 1770 114 x 1 x 10 = 1140 90 x 1 x 10 = 900
Standard Family 177 x 2 x 10 = 3540 138 x 2 x 10 = 2760 100 x 2 x 10 = 2000
India Individual 279 x 1 x 10 = 2790 109 x 1 x 10 = 1090 91 x 1 x 10 = 910
Standard Family 291x 2 x 10 = 5820 117 x 2 x 10 = 2340 100 x 2 x 10 = 2000
Iran Individual 107 x 1 x 10 = 1070 94 x 1 x10 = 940 80 x 1 x 10 = 800
Maldives Individual 319 x 1 x 10 = 3190 184 x 1 x 10 = 1840 132 x 1 x 10 = 1320
Nepal Individual 151 x 1 x 10 = 1510 87 x 1 x 10 = 870 54 x 1 x 10 = 540
Pakistan Individual 225 x 1 x 10 = 2250 94 x 1 x 10 = 940 62 x 1 x 10 = 620
Sri Lanka Individual 134 x 1 x 10 = 1340 75 x 1 x 10 = 750 73 x 1 x 10 = 730
*. Standard Family includes husband, wife and two kids and they need two double beds
Calculation of Total Costs of Hotel/Accommodation for a 10 Days Tour (in US$) in Some
Selected South Asian Countries
Bangladesh Individual 177 x 10 = 1770 114 x 10 = 1140 90 x 10 = 900
Couple 177 x 10 = 1770 138 x10 = 1380 100 x 10 = 1000
India Individual 279 x 10 = 2790 109 x 10 = 1090 91 x 10 = 910
Couple 291 x 10 = 2910 117 x 10 = 1170 100 x 10 = 1000
Iran Individual 107 x 10 = 1070 94 x 1 x10 = 940 80 x 10 = 800
Couple 139 x 10 = 1390 112 x 10 = 1120 107 x 10 = 1070
Maldives Individual 319 x 10 = 3190 184 x 10 = 1840 132 x 10 = 1320
Couple 334 x 10 = 3340 223 x 10 = 2230 149 x 10 = 1490
Nepal Individual 151 x 10 = 1510 87 x 10 = 870 54 x 10 = 540
Couple 164 x 10 = 1640 100 x 10 = 1000 63 x 10 = 630
Pakistan Individual 225 x 10 = 2250 94 x 10 = 940 62 x 10 = 620
Couple 241 x 10 = 2410 109 x 10 = 1090 75 x 10 = 750
Sri Lanka Individual 134 x 10 = 1340 75 x 10 = 750 73 x 10 = 730
Couple 138 x 10 = 1380 84 x 10 = 840 82 x 10 = 820
Total Costs of Hotel/Accommodation for a 10 Days Tour (in US$) in Some Selected South
Asian Countries
Bangladesh Individual 1770 1140 900
Couple 1770 1380 1000
Bombay, India Individual 2790 1090 910
Couple 2910 1170 1000
Individual 2790 1090 910
Kolkata, India Couple 2910 1170 1000
Iran Individual 1070 940 800
Couple 1390 1120 1070
Maldives Individual 3190 1840 1320
Couple 3340 2230 1490
Nepal Individual 1510 870 540
Couple 1640 1000 630
Pakistan Individual 2250 940 620
Couple 2410 1090 750
Sri Lanka Individual 1340 750 730
Couple 1380 840 820
*. Couple means husband and wife and needs one double bed
Appendix V Hotel and Motel owned by BPC

Name of the Hotel and Location Tariff in Name of the Hotel and Location Tariff in
Category of the Room Bangladeshi Category of the Room Bangladeshi
TK. TK.
Hotel Shaibal Hotel Abakash Dhaka
AC Twin Bed W/O Cox’z AC Twin Bed Economy 1,200
(Belcony) Bazar 1,600 AC Twin Deluxe 1,800
AC Twin Bed 2,000 AC Suite 2,500
Royal AC Suite 3,000 AC Conference Hall 5,000
Conference Hall 5,000
Motel Upal Parjatan Motel Bogra
Non AC Twin Bed 650 Non AC Twin Bed 400
Ac 1,000 AC Twin Bed 800
Economy Bed 100
AC Conference Hall 1,500
Motel Probal Parjatan Motal Rajshahi
Non AC Twin Bed 600 Non AC Single Room 350
500 (without Non AC Twin Bed 450
Geyser) AC Single 800
Economy Room 250 AC Twin Bed 1,000
Non AC Suite 800
AC Suite 1,400
Economy Bed 60
AC Conference Hall 3,000
Motel Labonee Parjatan Motal Rangpur
Non Ac Room 600 Non AC Twin Bed 600
700 (with TV) AC Twin Bed 1,200
550 (1st and 2nd VIP AC Suite 2,000
Floor) Economy Bed 60
Ac Conference Hall- 1st
Conference Room 1,200 Hour 500
Ac Conference Hall- 2nd
Hour 250
Honeymoon Cottage Parjatan Motal Sylhet
Non Ac Cottage (2 bed) 750 Non AC Twin Bed 500
Ac Cottage (2 bed) 1,000 AC Twin Bed 1,000
Conference Hall 4,000 (Half
day)
5,500 (Full
day
Old Cottage Parjatan Motel Dinajpur
Non AC Cottage 1,500 Non AC Twin Bed 600
AC Twin Bed 1,200
Panthanibas Parjatan Motal Rangamati 650
Per Bed 50 Non AC Twin Bed 550 (Gr.
Per room (2 Bed) 120 AC Twin Bed Floor)
1,000
Parjatan Motal Cottage
Non AC Twin Bed Kuakata 500 Non AC Cottage ( 4 1,200
AC Twin Bed 1,250 Bed) 2,000
Dormitory (per Bed) 150 AC Cottage (8 Bed)
Auditorium
(Capacity 200 persons)
Per Hour 1,000
Maximum 4,000
Source: http://www.bangla2000.com/Travel/hotels.html (accessed 16.04.06)
Note: 1 US$ = TK. 69 approximately (May, 2006)
Appendix VI Total Cost of a Tour for 10 Days from Selected
Destinations to some Selected South Asian
Countries
Air fare and 5 star Hotel Air fare and 4 star Air fare and 3 star
From and To Visitor cost Hotel cost Hotel cost
Category Air Hotel Total Hotel cost Total Hotel cost Total
fare (1) cost (2) (3) = (4) (5) = (1) + (6) (7) =
(1)+(2) (4) (1) + (6)
Heathrow to Dhaka, Single 1082 1770 2852 1140 2222 900 1982
Bangladesh Couple 2165 1770 3935 1380 3545 1000 3165
Heathrow, UK to Single 876 2790 3666 1090 1966 910 1786
Bombay, India Couple 1752 2910 4662 1170 2922 1000 2752
Kolkata, India
Couple 2111 2910 5021 1170 3281 1000 3111
Tehran, Iran Couple 1542 1390 2932 1120 2662 1070 2612
Male, Maldives Couple 1985 3340 5325 2230 4215 1490 3475
Kathmandu, Nepal Couple 2345 1640 3985 1000 3345 630 2975
Islamabad, Pakistan Couple 1930 2410 4340 1090 3020 750 2680
Colombo, Sri Lanka Couple 2186 1380 3566 840 3026 820 3006
Stockholm, Sweden Single 1314 1770 3084 1140 2454 900 2214
to Dhaka, Couple 2628 1770 4398 1380 4008 1000 3628
Bangladesh
to Bombay, India Couple 2287 2910 5197 1170 3457 1000 3287
to Kolkata, India
Couple 2413 2910 5323 1170 3583 1000 3413
to Tehran, Iran Couple 1861 1390 3251 1120 2981 1070 2931
to Male, Maldives Couple 3718 3340 7058 2230 5948 1490 5208
to Kathmandu, Couple 3794 1640 5434 1000 4794 630 4424
Nepal
to Islamabad, Couple 2174 2410 4584 1090 3264 750 2924
Pakistan
to Colombo, Sri Couple 2553 1380 3933 840 3393 820 3373
Lanka
New York, USA to Single 1605 1770 3375 1140 2745 900 2505
Dhaka, Bangladesh Couple 3210 1770 4980 1380 4590 1000 4210
Kolkata, India
Couple 3476 2910 6386 1170 4646 1000 4476
Tehran, Iran Couple 2739 1390 4129 1120 3859 1070 3809
Brussels, Belgium to Single 1850 1770 3620 1140 2990 900 2750
Dhaka, Bangladesh Couple 3700 1770 5470 1380 5080 1000 4700
Kolkata, India
Couple 2542 2910 5452 1170 3712 1000 3542
Brussels, Belgium to Single * 1070 - 940 - 800 -
Tehran, Iran Couple * 1390 - 1120 - 1070 -
Frankfurt, Germany Single 1713 1770 3483 1140 2853 900 2613
to Dhaka, Couple 3426 1770 5196 1380 4806 1000 4426
Bangladesh
to Bombay, India Couple 1826 2910 4736 1170 2996 1000 2826
to Kolkata, India
Couple 3082 2910 5992 1170 4252 1000 4082
Frankfurt, Germany Single * 1070 * 940 * 800 *
to Tehran, Iran Couple * 1390 * 1120 * 1070 *
to Male, Maldives Couple 4936 3340 8276 2230 7166 1490 6426
to Kathmandu, Couple 8488 1640 10128 1000 9488 630 9118
Nepal
to Islamabad, Couple 5652 2410 8062 1090 6742 750 6402
Pakistan
to, Colombo, Sri Couple 3472 1380 4852 840 4312 820 4292
Lanka
*. Flight is not available

Blekinge Institute of Technology School of Management Master Thesis M.Sc. in Business Administration

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Blekinge Institute of Technology

The Use of Promotional Activities in the Tourism Industry: The

Title : The Use of Promotional Activities in the Tourism Industry: The

Author : Md. Jakir Hossain

Advisors : Dr. Klaus Solberg Søilen

Course : M. Sc. Thesis in Business Administration

Department : School of Management, Blekinge Institute of Technology, Sweden

Date : 07 June, 2006

Method : The present research is a combination of both theoretical and

Findings : It is revealed that promotion plays a pivotal role in developing the

Though Bangladesh has some beautiful attractions to its destination,

Bangladesh also lacks the infrastructural facilities to the standard of

The country also lacks the coordinated efforts among different

The promotional activities of Bangladesh tourism are inadequate to

Keywords : Promotion, Promotion Tools, Tourism Industry, Bangladesh

I am indebted to a number of individuals without whose assistance this research could

BPC: Bangladesh Parjatan Corporation

1.3 Research Areas

A. To study the current development trends of the tourism industry in Bangladesh;

C. To identify the problems and limitations of promotional activities undertaken by the

D. To prescribe necessary policies and managerial implications of the tour operating

1.4 The Research Problems

As noted by Adams (1984)28 and Reimer (1990),29 a remarkable marketing situation

1.5 Research Questions

2.1 The Nature of the Study

2.2 Source of Data and Data Collection Procedure

Bangladesh Parjatan Corporation (BPC) – the only National Tourism Organization or

2.4 Organization of the Study

2.5 Literature Review

Addressing the way to promote Bangladesh as a tourist destination, Chantarachoti (2005)42

3.1 Defining Tourism and its Related Terms

3.1.1 Tourism – Meanings and Scope

Another popular definition was quoted by Goeldner et al (2000)48 as:

v. Traveller - Any person on a trip between two or more locations.

Information is increasingly important component in the tourism system but it is important to

3.1.2 Tourist Attractions – Meanings

3.2 Travelling- Meanings

3.3 Service - Meanings and Characteristics

A service is a function which is supported by a subset of endpoints in a region or sector. Service

Table 3.1 Service Characteristics and Marketing Problems

Intangibility - Services cannot be stored

Perishability - Services cannot be inventoried

- Services cannot be standardized

- Customer interacts with service production and delivery systems and

In marketing, a service is non-material or intangible which is considered as equivalent to goods.

3.4 Recreation - Meanings

3.5 Meaning of Leisure

The increasing instrumentalism of leisure as a reflection of modernization produced “culture

3.6 Different Types of Tourism

3.6.1 Adventure Tourism

3.6.4 Heritage Tourism

3.6.5 Sex Tourism

3.6.6 Space Tourism

3.6.7 Cultural Tourism

3.6.8 Alternative Tourism

3.6.10 Benefit Tourism

3.7 Promotion – Meaning and Forms

Advertising is a non-personal form of mass communication and offers a high degree of

Personal selling is traditionally perceived as a communication tool which involves