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Family Tourism in
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Bangladesh
Family Tourism in
Traveler is the person who goes from one place to another for satisfying his own needs and wants (Zulfikar, 1998).
The interest of traveling varies in different ages of people due to health, energy and as well as their socio-economic
background. The younger people are more interested to travel than the elderly ones. People like to travel for different
purposes i.e. recreation, business, religious, cultural, sports and as well as to attend workshops, seminars and
conferences. As a result, the tourism industry has to satisfy the needs of all categories of tourists depending on the
nature of market segmentation. Traveling helps to breakdown the monotony of life and reinvigorates ones energy to
start afresh with work. Although there is an enormous opportunity to flourish tourism in
Bangladesh, it is only recently that the potential of the sector has been recognized. There are many places of
attractions for tourists in the country, which can be developed with good communication facilities for visitors. But
often it is seen that these places are suffering from various problems, such as poor communication and transportation
system, lack of good quality accommodation facilities, lack of safety and security, and above all lack of tourism
attractions and services. It is very important to preserve the natural quality of places and develop necessary
attractions with required infrastructure for travelers of diverse origins and background.
Bangladesh has an attractive natural environment and many historical-cultural places, which can be potentially
utilized for the development of tourism. The country is bestowed with beautiful coasts and beaches, archeological
sites, historical and religious places, hills and islands, forests and jungles and attractive countryside with innumerable
water bodies and green fields of agriculture. These rich natural and cultural attractions are valuable ingredients to
promote tourism in the country.
Abstract:
Bangladesh is bestowed with beautiful coasts and beaches, archeological sites, historical and religious places, hills
and islands, forests and jungles and attractive countryside with innumerable water bodies and green fields of
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Bangladesh
Family Tourism in
agriculture. These rich natural and cultural attractions are valuable ingredients for tourism development in
Bangladesh. Every year, a large number of tourists visit these attractive places, which has a significant contribution
in the national economy. However, tourism industry in Bangladesh is faced with many problems, such as lack of
good transportation and communication system, lack of well planned accommodation, food, entertainment and other
services to satisfy diverse categories of tourists. The issue of safety and security of the tourists of both domestic and
foreign origins is also very important for the development of tourism in Bangladesh.
Though a policy has been adopted in the recent time for ensuring sustainable development of this sector, the
strategies adopted under the policy are not yet being seriously taken up for implementation. Besides, the country
requires a strong physical planning strategy to develop its urban and rural areas, and national transportation and
communication system to establish connectivity to the tourism spots. There should be a strong marketing policy as
well for the promotion of tourism in the country. Thus if necessary policies, strategies and actions are taken by the
national government, tourism may become a potential economic sector.
Bangladesh
Family Tourism in
Although there are opportunities of developing tourism attractions and facilities across the country, at present only a
handful tourism spots are available for visits by tourists. These limited facilities are concentrated in some places, like
Dhaka, Chittagong and Sylhet Divisions. In Chittagong Division, the site seeing facilities are mainly located at Coxs
Bazar, Rangamati, Khagrachari and Bandarban districts. Mainamati at Comilla is an important archaeological site
and Lalbagh Fort in Dhaka is a great historic site. In Sylhet Division, the major tourist attractions are located mainly
at Jaflong, Madhabkunda, Tea gardens and the Shrines of Harzat Shah Jalal and Shah Poran. Some renowned
attractions in Rajshahi Division are Kantajis Temple, Swapnapuri, Ramsagor and Rajbari at Dinajpur, Paharpur at
Noagaon, and Mahasthangarh at Bogra. In Khulna Division, some attractions are Shatgombuj Mosque at Bagerhat
and Sundarban, the largest mangrove forest in the world, is located in the southern part of Khulna Division along the
Bay of Bengal. This mangrove forest has been declared as a World Heritage site (www.mocat.gov.bd). There is no
denying the fact that Bangladesh has not made enough efforts to preserve and develop its tourism sites of historical,
cultural and environmental interests.
Bangladesh
Family Tourism in
enactment of laws and rules of business, development and management of the tourism sector in the country can be
made possible. It must be reminded that tourism development policy should be guided by sustainable development
philosophy in order preserve tourism opportunities for future generations.
Problems of Tourism Sector in Bangladesh
Infrastructure facilities are not adequate for the tourism sector in Bangladesh. Infrastructure, such as accommodation
facilities are not satisfactory at different tourism spots in Bangladesh. Some accommodations are highly expensive
and are not affordable by average domestic and international tourists and some are in poor condition. Transportation
linkage to different tourism spots by road, rail, air and water is not efficient. A master plan of national transportation
network is seemingly not in place supporting the national tourism policy and existing tourism attractions of the
country. The success of tourism sector cannot be imagined without an effective policy of advertisement, marketing
and public relations. Bangladesh lacks in skilled manpower and technical expertise to formulate policy guidelines for
advertisement, marketing and as well as for building public relations. Innovative ideas are necessary to advertise the
tourism spots to people within and outside the country. Webpage of Bangladesh Parjatan Corporation is not well
developed with adequate information, such as photographs of renowned places, accommodation facilities, modes of
transport, distance from the capital city, etc. Unplanned development beside the tourism spots affects the physical
environment of the spots. It destroys the natural scenic beauty of the sites. For example, at Coxs bazaar sea beach
and Saint Martin Islands, development of many unplanned commercial establishments, such as hotel, motel and
shopping centers disturbs the tourists and as well as spoils the environment. Absence of Master Plan with detailed
Land Use Plan for each urban or rural community is a common problem in the country. Tourism development
requires a huge infrastructure development that cannot be ensured without physical plans. Finally, political vision is a
prerequisite for the development of tourism in the country. Unfortunately, the lack of political will is commonly
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Bangladesh
Family Tourism in
observed in such efforts. There is also lack of effective coordination among various organizations, which are directly
or indirectly involved in tourism sector. As a result, the current policy is not adequate for flourishing this sector in the
country successfully. Corruption is a common problem in public sector organizations and agencies involved in the
development of various sector.
Tourism is such a sector that involves multi-sectoral activities, and as a result, corrupt practices in the system will
only deter the progress of this sector. An Overview of Present Status and Future Prospects of the Tourism Sector in
Bangladesh 73
Prospect of Tourism Sector in Bangladesh
Tourism sector has the potential to make a huge contribution in the economy of Bangladesh. By ensuring proper
development of this sector, it is possible to earn a large amount of foreign currency which will contribute to the
growth of national economy. The sector provides an ample employment opportunity for the people who are directly
or indirectly involved in this sector. It is a service providing sector. The unemployment problem of the country can
be reduced partly by developing necessary infrastructure of this sector. It will help increase household income at
community level and as well as the revenue of the government. It will also help reduce the economic gap between
the rich and poor people of the country. Tourism may also strengthen the political unity of the country. The people
who come from developed countries are different in life style, background and income level from a developing
country, like Bangladesh. The people in Bangladesh may get opportunities to compare their life style with the people
of developed countries. They may exchange their idea and knowledge. Domestic and foreign tourists like to visit
historical places, archeological sites, and national monuments and as well as ancient battlefields, which in the long
run may help strengthen the political unity of the country. It may be possible to introduce Bangladesh to the rest of
the world through tourism sector. It may also be helpful to create better image to foreign nations through proper
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Bangladesh
Family Tourism in
management of tourism activities. If the sector can be managed properly and may attract people from different
regions of the country and international sources to visit the attractions in Bangladesh, it will create goodwill for the
country. Tourism can also play an important role in social and cultural development through cultural exchange and
contact between people of different race and nationalities. This sector has also educational significance. The people
of the country can learn many things by sharing knowledge with tourists who come from different national and
international sources. It also creates opportunities of networking for investment and business development purposes.
Problem Definition:
From our view of under point of view we consider this section of our report most vital one which actually identifies
our association with the correct problem with the correct perception. In this section firstly we will be highlighting on
family tourism which is the subject of our research its definition, nature, secondary data reviews and analysis, which
will give us a clear perception about the whole picture of tourism in Bangladesh. Our approach to problem definition
is holistic and disciplined. We are summarizing the whole problem definition approach into two steps.
Background of the Problem
Statement of the problem
Bangladesh
Family Tourism in
Marketing Approach:
We are recommending a marketing approach to solve the Management decision problem by solving the marketing
research problem. This section of our report will include theoretical foundation of the problem, research questions
and hypothesis and the factors influenced the researched design. With proper marketing strategy we can make family
tourism as greater attraction for the families with middle and high income as they are our target market
Research Type:
Research has been conducted both in qualitative and Quantitative approach.
Qualitative Analysis: For the purpose of creating a background of the problem with a clear and precise holistic view
point we have defined family tourism and secondary data analysis.
Quantitative Analysis: The findings of the qualitative approach have been tested on 120 samples from NSU.
Research Design:
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Bangladesh
Family Tourism in
Our research design as stated before is both qualitative and quantitative in nature. In qualitative part we are going to
analyze current tourism condition and its nature in Bangladesh, articles and journal analysis to actually capture the
overall dynamics of the secondary data analysis to find out its potentiality in world and specifically in Bangladesh.
This part will recommend establishing a model for developing family tourism in Bangladesh.
Information Needed: For qualitative part we went through different articles, analyzed lots of case studies and
secondary data from different sources. Sources include
Internet
Articles and Books
Bureau of Statistics (Statistical Pocket Book, SAARC statistical yearbook etc.)
Developing Questionnaire:
From the research questions and hypothesis associated with them we designed a simple questionnaire. It is based on
students and faculties of NSU. A sample has been provided on the appendix (page)
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Bangladesh
Family Tourism in
QUALITATIVE
RESEARCH
Tourism:
In simple English, tourism is the Tourism is traveling for recreational, leisure or business purposes. It simply refers
to the organization which has commercialized operations of vacations and visits to places of interest. The World
Tourism Organization defines tourists as people "Traveling to and staying in places outside their usual environment
for not more than one consecutive year for leisure, business and other purposes" So it is quite clear that family
tourism is a type of tourism with some unique characteristics.
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Bangladesh
Family Tourism in
Marketing Strategy:
Bangladesh has bright prospects of tourism in future. She possesses tourism potentials all over the country. But,
Bangladesh tourism is facing so many problems including marketing strategy. By applying niche market strategies
she can earn more foreign currency because Bangladesh is blessed with four key tourism products: Beaches, Forest,
Hills and islands, Historical place and Archaeological Sites that are mostly pleasing to many tourists. This paper is
focusing the present strengths and weaknesses of tourism industry in Bangladesh and say to implement niche market
strategy. Findings indicate that four iconic products can play significant role in the total earnings in this sector.
Finally, this paper suggests how niche market strategy will help the policy maker to differentiate the tourists market
and customize their service to achieve strategic marketing objectives and solve present downward earnings.
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Bangladesh
Frequency
Percent
Valid Percent
Family Tourism in
Cumulative
Percent
Valid
Home
77
51.3
51.3
51.3
Abroad
73
48.7
48.7
100.0
150
100.0
100.0
Total
Bangladesh
Family Tourism in
One-Sample Statistics
N
If you travel where do you
Mean
150
prefer to travel
Std. Deviation
1.4867
.50150
.04095
One-Sample Test
Test Value = 2
t
df
Sig. (2-tailed)
Mean
Difference
Difference
Lower
-12.537
149
.000
-.51333
-.5942
Upper
-.4324
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Bangladesh
Family Tourism in
From one sample t test result shows, t = -12.527, significance = .000, so we may reject the null hypothesis and
conclude that people prefer to travel in abroad.
Percent
Valid Percent
Cumulative
Percent
Valid
yes
113
75.3
75.3
75.3
no
19
12.7
12.7
88.0
maybe
18
12.0
12.0
100.0
150
100.0
100.0
Total
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Bangladesh
Family Tourism in
Regression
Variables Entered/Removeda
Model
Variables
Variables
Entered
Removed
Method
What is your
1
preferable way
to travel
. Enter
.371
R Square
Adjusted R
Square
Estimate
.137
.131
.46737
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Bangladesh
Family Tourism in
Correlations
Pearson Correlation
How much do
If you travel
you spend on
where do you
your tour
prefer to travel
1
Sig. (2-tailed)
N
Pearson Correlation
.329**
.000
150
150
.329**
Sig. (2-tailed)
.000
150
150
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Bangladesh
Family Tourism in
One-Sample Statistics
N
What tourism spot you think
Mean
150
2.7400
Std. Deviation
1.70049
.13884
One-Sample Test
Test Value = 1
t
df
Sig. (2-tailed)
Mean
Difference
Difference
Lower
12.532
149
.000
1.74000
1.4656
Upper
2.0144
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Family Tourism in
Bangladesh
Q7. What kind of food actually you want when you travelling?
Case Processing Summary
Cases
Valid
N
Missing
Percent
Total
Percent
Percent
150
100.0%
0.0%
150
100.0%
* Age
What kind of food actually you want when you travelling * Age Crosstabulation
Count
Age
18-22
Traditional Bengali food
(like rice meat vegetables)
What kind of food actually
Chinese food
travelling
23-27
Total
27-31
31+
17
16
40
14
53
33
87
83
59
150
people
Fast food
Total
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Bangladesh
Family Tourism in
8. Do you think in Bangladesh tourist destinations there are all types of accommodation facilities (for
example- hotel, campsite, private apartment, motel etc.) are available to satisfy tourists desire?
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Bangladesh
Family Tourism in
Percent
Valid Percent
Cumulative
Percent
Valid
Yes
56
37.3
37.3
37.3
No
94
62.7
62.7
100.0
150
100.0
100.0
Total
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Bangladesh
Family Tourism in
9. What kind of security level you expected in the tourist spots of Bangladesh?
One-Sample Statistics
N
Mean
Std. Deviation
150
1.6867
.78695
.06425
spots of Bangladesh
One-Sample Test
Test Value = 1
t
df
Sig. (2-tailed)
Mean
Difference
the Difference
Lower
Upper
10.687
149
.000
.68667
.5597
.8136
spots of Bangladesh
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Bangladesh
Family Tourism in
10. According to you which entertainment option is essential in the tourist destinations of Bangladesh to more
entertain the tourists?
Percent
Valid Percent
Cumulative
Percent
Valid
Singing
11
7.3
7.3
7.3
Dancing
16
10.7
10.7
18.0
Games
18
12.0
12.0
30.0
Adventure
98
65.3
65.3
95.3
other
4.7
4.7
100.0
Total
150
100.0
100.0
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Bangladesh
Family Tourism in
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Bangladesh
Valid
N
Family Tourism in
Missing
Percent
Total
Percent
Percent
150
100.0%
0.0%
150
100.0%
destinations of Bangladesh
to more entertain the tourists
How much do you spend on your tour * According to you which entertainment option is essential in the tourist
destinations of Bangladesh to more entertain the tourists Crosstabulation
Count
According to you which entertainment option is essential in the tourist
Total
Games
Adventure
other
5000-15000
24
37
15000-20000
28
41
21000-25000
36
54
10
18
11
16
18
98
150
25000-or
more
Total
Dancing
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Bangladesh
Family Tourism in
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Bangladesh
Family Tourism in
11. Which is the most preferable transportation option for tourist to visit tourist spots in Bangladesh?
How much do you spend on your tour * Which is the most preferable transportation option for tourist to visit tourist
spots in Bangladesh Crosstabulation
Count
Which is the most preferable transportation option for tourist to visit tourist
Total
spots in Bangladesh
Rental car
Taxi
Own car
Public
Rental
transportatio
motorbike
n (bus)
5000-15000
14
37
15000-20000
12
15
11
41
21000-25000
20
18
10
54
18
43
13
49
44
150
25000-or
more
Total
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Bangladesh
Family Tourism in
12. Do you think in Bangladesh tourist destinations there are more restaurants and cafes are needed to satisfy
tourists?
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Family Tourism in
Bangladesh
What kind of food actually you want when you travelling * Do you think in Bangladesh tourist
destinations there are more restaurants and cafes are needed to satisfy tourists Crosstabulation
Count
Do you think in Bangladesh tourist
Total
Chinese food
No
16
24
40
14
25
62
87
51
99
150
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Bangladesh
Family Tourism in
Limitation of Research:
We certainly have some limitation in research. The most challenging fact was as a new concept to lot of people fieldwork
was extremely complicated. Interviewers cant be assuring of the correct response because a buildup perception about
family tourism is not established yet. Also we have such limitation in time,
Time limitations
More statistical applications
Small sample
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Bangladesh
Family Tourism in
Recommendation:
The government has to play a key role for preparation of policy guideline for planning and development,
advertising, regulation and marketing of tourism sector, because it provides ample employment opportunities to the
citizen and earns foreign currency for the country. It will also help government to solve unemployment problem and
as well as act as source of revenue collection.
The government should be monitoring the activities of travel agencies which are involved in tour operation. Every
travel agency should be enlisted with Tour Operators Association of Bangladesh (TOAB). Proper initiatives should
be taken so that none of the travel agencies can operate their functions without affiliation of TOAB.
National Tourism Organization should be strengthened with provision of adequate fund, skilled manpower and as
well as technical expertise to run the organization smoothly. In this regard, National Tourism Policy, 2009 should be
implemented as quickly as possible and necessary support should be given to attract private sector, such as tax
holiday, loan and concessionary rates in taxes and duties and in special cases, allotment of land.
Strategic Master Plan for tourism, which was prepared by UNDP/WTO in 1990 and later updated by WTO should
be implemented for sustainable tourism development. Tourism development has many positive and negative impacts
on society, economy, culture and as well as on environment. Sustainable development should be achieved by
balancing the needs of tourists at present and in future.
Necessary initiatives should be taken to increase cooperation between public and private sectors to provide services
for the travelers. In the long term, it will be beneficial not only for people who travel, but also for people in the
communities they visit, and for their respective natural, social and cultural environments.
Bangladesh tourism faces many problems including areas of marketing, management, infrastructure, policy, safety,
regulation and image. All problems are not unique and similar to the reality of worldwide tourism destinations.
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Solutions should be found out considering every aspect carefully and valuable suggestions should be provided based
on experience, opinion of experts and relevant knowledge of others.
Conclusion:
Though we have some limitation we tried to expos the potentiality of family tourism through our research findings.
In our research it is quite clear that acceptability of family tourism in Bangladesh is not depending on status level, as
our hypothesis is suggesting there is no significant relationship between income level and being a nature lover.
Majority portion of the survey has been resulted out as nature lover. But as the concept is new it needs to be
marketed well among people. So our recommendation is developing some strategies to position family tourism as a
nature based, ecologically sustainable and beneficial tourism in peoples mind.
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