Tourism Policy Review

Tourism Policy Review In Bangladesh

Bangladesh is a South East Asia nation that has that has numerous facets as a tourist destination (Pearce, 1994). As such, this country has numerous tourist attractions that fascinate tourists. The number of tourists visiting the country continues to increase despite the fact that it is a small poor country. Historical mosques, beaches, resorts, forests, wildlife, and archeological sites are few among the many attractions that this nation boosts. In the aspects of beauty, the panoramic view of the country is breath taking. It has the longest beach in the world, vales, hills, rivers, and mangrove forests (Siddiqi, 2006). There is in addition the evidence of culture-based tourism, nature-based tourism, and tourism based on research. Bangladesh is working towards the improvement of the tourism sector in the country despite the obvious challenge that faces the small nation. Infrastructure growth is minimal but with current public and private interventions, the sector is bound to improve.

Government’s role in the industry is attracting both foreign and local tourist. Poor performance in tourism of the country might be because of reluctance on the part of the government to intervene and promote the industry. Currently, researchers, dignitaries, local and foreign celebrities, and other tourists continue to flock the small nation. Intervention by the government means that there will be the need to market the industry both locally and on an international platform (Saunders, 2001). Promoting the sector will raise the gross domestic product of the country and improve the living standards of the nation’s citizens. It is for this reason that this country’s authorities have the mandate of ensuring that they raise the standard of tourism by putting the required infrastructure in place. Transport, human, and communication resource are vital for the survival of tourism in any country

The marketing Bangladesh as a tourist destination will face a number challenges. Lack of researchers to study tourism trends in the country is one of the hurdles facing the country. Low literacy levels in the country are the reason as why there are inadequate researchers. It is also human resource sector of the industry. Inefficiency of human labor will hampers the growth of the sector in the country. Lack of effective communication with the local can be discouraging to the tourists (Shahid, 2004). The government in their bid to improve the situation continues to provide emergency personnel to cater for the situation but it is still not adequate. Marketing and managing the sector will assist in improving tourism in the country but the government will have to deal with the problem of lack of important infrastructure in this country (Vanhove, 2005). This paper dissects tourism in Bangladesh with a bias on marketing of Bangladesh tourism.

Literature Review

According to Talukder (1984), during the rule of Pakistan, tourism department was under an office whose location was in Western Pakistan. It was under the department of development, promotion, and regulation of tourism in Pakistan. After the independence of Bangladesh, the government had the mandate of promoting tourism in that country. In a report by the ministry of civil aviation and tourism in the year 2004, the government decision after independence was the merging of private sector to tourism department to improve promotion, coordination, development, and marketing. Hossain (2006) indicates that the government thereafter did come up with a strategy of establishing the National Tourism Organization but under the name Bangladesh Parjatan Corporation. Its mandate was promoting tourism and marketing Bangladesh as the tourist destination of choice.

Bangladesh Parjatan Corporation became NTO in Bangladesh (Ministry of Civil Aviation and Tourism, 2004). The organization had double responsibilities in the country. That is, development of tourism infrastructure and at the same time marketing the country as a tourism destination locally and internationally. It is due to this that Hossain (2006) states that the public sector of that country has been has been in the pioneering role of tourism marketing. Involvement of the government in the tourism sector has been through BPC. It is under the ministry of civil aviation and tourism and has numerous responsibilities among them marketing the industry. Successive governments neglect has lead to its failure in its mandate to market tourism. The Independent (2003) reported that if there were no involvement of the private sector, there would have been failure of Bangladesh tourism industry.

Rahman (2004) noted that there have been considerable investments in the marketing of Bangladesh tourism because of the government measures to support private companies promoting tourism either internationally or locally. As such, most of the promotion of the private sector has been the mandate of travel agencies countries that tourists originate and the destinations (Hossain, 2006). Ministry of Civil Aviation and Tourism (2006) reports that there are more than 200 travel agencies in the country and a higher proportion of them are Association of Travel Agents members. Such travel agencies play a big role in the marketing of Bangladesh tourism. Minimal involvement of the government in the sector is a major setback to the growth of that sector. Contrary to this, Jobber (1986) reports that the claim of the government is that such travel agencies only involve themselves with the arrangement of travel proceedings alone.

Copper (1998) and Buhalis (2000) agree that the major challenge of promoting marketing of Bangladesh tourism is converging the numerous partners together so that instead of competing they can come together and improve delivery system and the marketing mix. The beach of Bangladesh is the longest unbroken beach in the entire world. Mahasthangarh, Archeological sites of Muslim and Hindu, Mainamati, and Paharpur are some of the treasures that marketers of tourism in this country can exploit. Hassan (2005) believes that the country’s beauty and simple life form of living is an opportunity for marketing Bangladesh. Currently, according to reports (Hassan, 2005) the private sector dominate marketing in the country but the government will have to increase its involvement in this sector for the success of marketing the country.

BTO (2006) reports that the authorities will have to come up with better marketing strategies to ensure the country maintains its relevance as a tourism industry. That is, consolidation of the country’s position as a favorable tourist destination in the world depends on the ability of the country to utilize available resources to market it. Such tools include internets and digital technology. MoCAT (2006) on the other hand, indicated that the country has to target newer markets. This requires a careful and professional study into the changing trends in the lifestyle of emerging markets such as China and Brazil. Majoring of citizens in Asia and South America are changing their mode of living and are adopting the lifestyle of tourists. Hossain (2006) is adamant that tapping into such markets means increased prospects for the sector and the entire country.

UNSCO (2002) reports indicated that the way to ensure the country improves its competitiveness in the entire world is marketing the country as the destination of choice in the continent. Such is possible if decision makers mobilize efficient measures that will require the support of products that are appealing to the tourism industry and having attractive proposals. Currently, MoCAT (2006) and BTO (2006) noted that the government is increasing its involvement in the promotion of destinations such as St. Martin Island and Fort William. They continue to state that such efforts will contribute in the efforts of the private sector to market the country. Hossain (2006) admits that indeed the government is diversifying tourism products in that the country offers. This will assist in meeting the demands of the public, increasing the country’s market share in the tourism sector.

Promoting Bangladesh scenic beauty, eco-tourism, culture diversity, and wildlife diversity will be essential in the promotion. Still on the issue, MoCAT (2006) adds that selling the country, as a destination that is not seasonal, will be a major boost given that most destinations in the continent are seasonal. It also indicates that there is need for paying special attention to certain key tourism markets. They include Gulf Cooperation Countries, Eastern Asia, Pacific Rim, New Zealand, USA, Australia, South Asia, and Europe. Positively, BTO is opening offices in these countries with the aim of promoting tourism (MoCAT, 2006). Such moves will assist in understanding the changing trends of the citizens of such countries. The consequence of this will be better marketing strategies that will reflect these changes.

Jahangir (1998) argued that the share of tourist arrivals of Bangladesh in Asia is too small. It is hence relevant to have more organized efforts. Hossan and Nazmin (2005) did comment that the heterogeneous and complex nature of marketing is a challenge especially for poor countries such as Bangladesh. Their opinion was that marketers of tourism in Bangladesh would have to merge the dreams of tourism with reality hence closing the gap between the needs of tourists and achievements that they have by the employment of strategies. Kotler, Bowen, and Maken (2004) on their part noted that the major psychological determinants for tourism in Bangladesh are education, sexual opportunity, social interaction, prestige, and family. Ansari, Hug, and Akter (2006) noted that St. Martin’s Island in the country provides tourists with impacts and benefits mix that has increased the support for its expansion among the locals. They are adamant that promoting tourism locally will play a bigger role in attract foreign investors to the sector.

Amin(2007) on his part argued that travel and tourism is set to become one of the largest industries and will contribute to more than 10% of the entire global GDP. Nath (2007) made an observation that for the purposes of tapping into this vast industry its essential to understand the level of satisfaction among tourists, which currently stands at 50%. Tachumpa, Vichitr, and Thepphawan (2007) and Deggan (2007) are sure that Bangladesh could derive a lot of useful information from the current marketing mix of Thailand. Such strategies include ensuring that there is security in tourism facilities and an improving transportation sector. Price considerations are also set to improve the overall reception Bangladesh tourism in the global market.

Policy Review

The government has to employ a number of strategies to improve the marketing strategies in the tourism sector. One of the policies that require careful consideration is that of product. To assist in the differential strategy, stakeholders will have to design an inner-city product to increase the appeal that Bangladesh tourism has on foreigners. There should be the setting up museums that will house the history of that country and their background. Currently, communication barriers do exist due to lack of speakers of the international languages. Building the image of the country, the government should enhance its human resource that will improve their communication with a bias on the language major tourists speak such as German, English, and Spanish (Bangladesh Monitor, 2007). Safety is a major concern of tourists and their government. Bangladesh should enhance the security of all their tourism products to avoid travel bans by sources of tourists like the United Kingdom and India.

Transport is an essential tool in the tourism sector. Combining transport and the tourism sector will have a positive impact in the connection of tourism cities (Buhalis and Cooper, 1998). Accessibility is important to tourist given that they are optimistic on diversity. As such, they would like to visit various destinations in the country. Prices are important in the current world. People would like to spend the least amount of money for the most returns (Mazanec, 2005). Tourists are no exceptions and are keen of countries that offer affordable prices. To woe price tourists the country has to have special packages on their customers. In the transport sector, stakeholders should advocate for travel agencies to offer discounts and improve the services of tourism routes between the intra-cities (Nath, 2007). As an addition to this, the privilege on price should be for the purposes of promoting customers becoming regular while increasing the privileges of VIP membership.

Road shows of the Tourism Authority of Bangladesh are also important. Having maps that include the intra-cities will assist in the promotion and marketing of Bangladesh tourism. Routes of tourism need promotion through the international and local authorities (Tosun and Jenkins, 1998). Currently, Thailand is performing well in the tourism industry and having a transport connection route with Thailand will encourage tourists visiting those countries to visit Bangladesh too. Road shows abroad using BPT will market Bangladesh in areas that have a large source of tourists (Deggan, 2007). Such road shows should feature celebrities from both Bangladesh and foreign countries. Celebrities will act as the reference group and they attract a huge following (Okaka, 2007). To tap into their constituencies, the country should higher numbers of such celebrities.

Advertisements the internet has been attracting a huge following and the policy makers in the tourism industry has to exploit such opportunities (Tadaro, 2007). Mainstream media has a huge following too in countries like the United States hence the need for placing advertisements in newspapers and television. Marketing through the internet and the traditional media has been growing over the recent past. International television channels have a large base of viewers. As such, BPO should aim at advertisements in channels like CNN, BBC, and Aljazeera (Fuschs, and WeirMair, 2003). Buzz advertisement is also growing meaning that there is also need of having videos of some of the destinations circulating over social networks such as YouTube. On the other hand, attracting local tourists will mean placing adverts on national televisions of Bangladesh and billboards in major highways of the country.

Conclusions

The literature review of various authors is part of this paper. They present different ideologies but seem to agree on some major issues. One of the aspects that they agree on is that marketing is essential for the growth of tourism of any country. As such, they all are adamant the developing effective marketing strategies are essential for the development of the sector. Bangladesh, which is the focus is not performing well in the tourism factor due to a number of causes among them negligence by the government (Mohammed and Ahmed, 2005). They all agree that the market share of the country in the Asian tourism is relatively low and requires a boost. To achieve this, the government of this country will have to take advantage of the vast resources of the country. Marketing the country using the relevant and efficient strategies will enable it to increase its market share. This will improve the GDP of the country and the overall living standards of its citizens.

There has been a focus on a number of proposed strategies of promoting Bangladesh tourism. Among the strategies is advertisement that has a major impact on any industry. Lacking of the appropriate human resource base has been the major challenge of the country. Research (Editorial, 2003) indicates that the country will have to invest heavily on education to improve its labor. Education will also improve the communication of locals with tourists. To entire improve its tourism Bangladesh will have attract both local and international tourist. The current involvement of the government is a major boost to the sector.

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Appendices

Bangladesh attractions

Cox’s BazarKuakataSundarbansSt. Martin’s Island

Lawachara National Park

Mosque City of BagerhatHoseni DalanMainamatiSonargon