Promotional Activities in the Tourism Industry

This thesis (“The Use of Promotional Activities in the Tourism Industry: The Case of Bangladesh”) 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 significant level if the country can undertake appropriate promotion measures by increasing the allocation for this purpose. The country also needs to employ creative people for this purpose and the quality of the promotional materials also needs to be developed. The promotional activities should also be directed in correcting the present image towards Bangladesh as tourists’ destination. By ensuring these measures Bangladesh tourism industry can emerge as one of the major contributors to the national economy of Bangladesh.

Reference URL 1: Visit Now

Author: Hossain Md. Jakir

Source: Blekinge Institute of Technology


Chapter 1 Introduction
1.1 Introduction
1.2 Importance of the Study
1.3 Research Areas
1.4 The Research Problems
1.5 Research Questions
Chapter 2 Research Methodology and Techniques
2.1 The Nature of the Study
2.2 Source of Data and Data Collection Procedure
2.3 Population and Sample Size of this Study
2.4 Organization of the Study
2.5 Literature Review
Chapter 3 Theoretical and Conceptual Framework
3.1 Defining Tourism and its Related Terms
3.1.1 Tourism – Meanings and Scope
3.1.2 Tourist Attractions – Meanings
3.2 Travelling- Meanings
3.3 Service – Meanings and Characteristics
3.4 Recreation – Meanings
3.5 Meaning of Leisure
3.6 Different Types of Tourism
3.6.1 Adventure Tourism
3.6.2 Agritourism
3.6.3 Ecotourism
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
3.6.9 Geotourism
3.6.10 Benefit Tourism
3.7 Promotion – Meaning and Forms
Chapter 4 Product Specification: Tourist Attractions in Bangladesh
4.1 Introduction- Geographical Location of Bangladesh
4.2 Seasons and Climate
4.3 Tourism Attractions/Spots of Bangladesh
4.4 Sea Beaches as the Tourism Attractions in Bangladesh
4.5 Archaeological Sites
4.6 Historical Places and Cultural Heritage
4.6.1 Historical Places
4.6.2 Monuments
4.6.3 Historical Buildings
4.6.4 Museums
4.6.5 Dances, Art and Music
4.7 Forest, Gardens and Parks
4.7.1 Forests
4.7.2 Gardens and Parks
4.8 Sanctuaries
4.8.1 Mosques
4.8.2 Tombs and Shrines and Churches
4.8.3 Temples and Monastery
4.9 Fairs and Festivals
4.10 Hills, Rivers, Lakes and Island
4.11 Economic Importance of Tourism
4.12 Perception or Image of Bangladesh as a Tourist Destination
4.12.1 Tourists’ Impressions on the Price of Some Important Tourism Components
4.12.2 Effectiveness of Promotional Measures of Bangladesh Tourism Industry
4.13 Statistics on Tourist Arrivals and Earnings
4.13.1 World Tourist Arrivals and Receipts
4.13.2 International Tourist Arrivals and Earnings by Regions
4.13.3 International Tourist Arrivals and Earnings in Asia by Sub-Regions
4.13.4 International Tourists Arrivals and Earnings in South Asian Countries
4.13.5 Total Tourist Arrivals in Bangladesh
4.13.6 Foreign Exchange Earnings from Tourism and Travels in Bangladesh
4.13.7 Tourists Arrivals from SAARC Countries to Bangladesh
Chapter 5 Empirical Analysis of the Study
5.1 Introduction- Promotion in Tourism Marketing
5.2 Promotional Activities Used in Bangladesh for Tourism Marketing
5.3 A Brief Overview/Profile of Some Selected South Asian Countries
5.4 Transportation, Accommodation, Food and Drinks
5.4.1 Transportation in Tourism
5.4.2 Accommodations/ Hotels in Tourism
5.4.3 Food and Drinks
5.4.4 Estimated Cost for a Visit/Travel
5.5 Important Findings from the Existing Literature and Experience Presented as Syllogisms
5.6 Important Remarks Based on Existing Literature and Empirical Study 86
5.7 Analysis of Respondents Responses
5.7.1 Tour Operators
5.7.2 Type of Promotional Activities Undertaken in Bangladesh Tourism
5.7.3 Methods of Determining Promotion Budget
5.7.4 Comment on the Amount Spend on Promotion
5.7.5 Effectiveness of the Promotional Activities Undertaken
5.7.6 Attitude toward the Role of Promotional Activities
5.7.7 Attitude toward the Promotional Activities to Develop the Tourism Industry
5.7.8 Tourism Season and Promotional Activities Undertaken by the tour Operators
5.7.9 Overall Opinions of the Respondents on Promotional Activities of Bangladesh Tourism
5.7.10 Suggestions from the Tour Operators
Chapter 6 Recommendations and Conclusion
6.1 Introduction
6.2 Recommendations for Managerial Implications
6.3 Conclusion
6.4 Direction for Further Research
Appendix I Questionnaire
Appendix II Comparison on Some Selected Factors among the South Asian Countries
Appendix III Details of Air fare
Appendix IV Details of Accommodation Cost
Appendix V Hotel and Motel owned by BPC
Appendix VI Total Cost of a Tour for 10 Days from Selected Destinations to some Selected South Asian Countries

Leave a Comment