THE FACTOR INFLUENCING BRITISH TOURIST

TO CHOOSE BANGLADESH AIRLINES FOR

TRAVEL TO BANGLADESH AS A LEISURE
DESTINATION

Table of Contents
Introduction.................................................................................................................... 3
Reading Research............................................................................................................ 3
Usefulness of theoretical framework..................................................................................... 4
Design and methodologies.................................................................................................. 5
Communicating Research Findings....................................................................................... 7
Implementing research findings in my work............................................................................7
The path to future research................................................................................................. 8
Considering the Nature of Knowledge and Research.................................................................9
Thinking like a research................................................................................................... 11
References................................................................................................................... 12

Introduction
The research competencies in the factors for British tourist to choose Bangladesh airlines for
travel to Bangladesh as a leisure destination were the most interesting and fascinating to me.
When I came into the program I came to know that, research was a weakness. So, I began my
work in this portion with a statistics class in the fall after orientation. In this certain reflection
paper, I am going to share how my knowledge extended my learning and understanding of
research. Not only this, but also explode a passion for accomplishing research (Islam, n.d.).
Along with the way of my learning, I also developed the importance of reading and calculating
research to improve my practice. For supporting my practice whether it is my own research or
others research, Research Reflection Paper will be the backbone. In this reflection paper I am
going to share my knowledge is changing my understanding and thinking. And at last the
reflection paper will ends by looking into the future of my research and my future learning and
thinking about the nature of knowledge. And by growing knowledge in the field of tourism will
help to increase gross domestic product in the country (Pearson and Merkert, 2014).

Reading Research
By reading the research it has affected my knowledge that how I calculate information applies
research and makes new programs on the basis of research and theory (Pearson and Merkert,
2014). To begin and for applying research to my work and practices it is connected and familiar
with the journals, articles database and sources of published research. I came to know the
dissimilarities between a research article and an opinion article that has generally make changes
in my thinking regarding the information what I am getting day to day life. I heard about the
study quoted in the news, in a presentation, on a blog I am thinking about the research methods,
measurement methods, analysis method as well as the sample methods. Even I find easy to go in
depth of the research process as it is believed that a research offers proof for a particular concept.
As I get ahead to learn about the methods of statics and the challenges of qualitative research, I
understand the hesitant nature of research studies. Research study gets messy from the challenges
to Data analysis, sample selection and observation method (Pearson and Merkert, 2014). It also
gets hampered from the measurement methods taken in it.

My knowledge has expanded on many topics with the help of research reading. Research Reports
are inviting but mind numbing. It has informs my thinkings and work as I learnt to connect my
theories to practical work. As the research provides a foundation for, my claims and
recommendations, it improves the quality of my presentations (Salam, n.d.).

Usefulness of theoretical framework

In my dissertation, I have selected the Assimilation-Contrast Theory in the framework which is
developed by Anderson. This theory is the combination of two different theories one is
assimilation theory and another one is contrast theory. This certain theory tries signifying that the
ideas of Assimilation and contrast theory have relevantly and appropriately in the context of
satisfaction of the customers. This theory applied for the purpose of analysing the performance of
the product then expectation control and effect of assimilation can be analysed (Huang and
Washington, 2015). The impact of contrast is resulted during the huge participation situations.
Assimilation will regulate and the performance will be estimated as satisfactory.
The second theory which I have mentioned in my dissertation is the customer satisfaction
pyramid. In every term, it is difficult to understand the satisfaction of all the customers. And
hence it is important to have the comments, desires, demands and complaints from the customers
as the feedbacks always help to recognize the defect or unsatisfactory factor in the services
which should be improved (Baker, 2013). So, on the basis of Maslows Hierarchy of Needs, the
customers satisfaction pyramid is made in my dissertation. This theory is included in my
dissertation for the purpose of motivating and encouraging to conquering the next level. In this
particular theory I have shown the pyramid step by step. The first step includes the lowest step of
customer satisfaction includes dependability and value. As these two elements encourages the
decision making process of customer. The second step of this pyramid contains the timeliness
and responsible that represents a good behaviour towards the customers. For gaining the
competitive benefits it is very important to maintain a better relationship with customers. The
third of the pyramid in my dissertation shows that organizations should always concentrate on
the emotions of the customers as it enhance the trust among the customers regarding the
organization. The last step shows that the first impression should be appropriate and pleasant so
that the customers cannot forget the name of the company. Even should attain customers in a

special way that they share their experience with others. In my dissertation I have researched
about the kenos customer satisfaction model it contains attractive quality, must-be quality,
reverse quality, dimensional quality and indifferent quality. All these elements refer to customers
satisfaction and improvement of the product that divided customer choices into five categories
(Fan and Jiang, 2012). From all the above theories that I have discussed in the reflection paper
the most important model that I have seen in the dissertation is the Kellers Customer-Based
Brand Equity model. This model contains four steps which should be taken into consideration,
brand performance, brand imagery, brand feelings, brand resonance and brand judgment. These
models refer to the process of formulating strong brands. In my dissertation, I also have
mentioned the loyalty ladder model of customer loyalty (Leone et al., 2006). This method is a
methodical way of categorizing customers of an organization into five groups which is on the
basis of customer loyalty. The five groups are advocated, customer, suspects, clients and
prospects. The customer loyalty ladder helps the business organization to improve and developed
the strong relationship and communication with the customers by guiding appropriate way of
maintaining relationships (Prasatadisak and Chailom, 2013).

Design and methodologies

In this particular portion, I observe research methodologies, designs and dissertation structure
during my readings. By learning and reading these designs and structures I began to think like a
researcher. I have wonder various future research projects and programs that I would like to
determine. It is evident from this particular section that I linkup all my ideas as a researcher
(Budd and Vorley, 2013).
I have chosen the research outline techniques for analysing the various factors that are affecting
British tourists to select Bangladesh airlines for travelling to Bangladesh as a leisure destination.
I have mentioned various different types of research strategy, research approaches, data
collection, and research philosophy for selecting various certain research techniques. I have
5

review the research onions that contains six folds about research involving philosophies, choices,
time horizons, techniques, procedures and approaches (Abdin, n.d.). And hence I have already
followed the entire layers of a research onion to continue the research activities. I have been
inspired by the research philosophy in order to improve the assumption that has been determined
world of research which helps to identify. There are mainly two types of assumptions that I have
used in the research and those are epistemology and ontology. The epistemology includes
realism, positivism and interpretivism. From these three ways of research philosophy I have
selected positivism as it provides the authentication of the utilized theories. I have learned about
the research design which is a vital technique of research which would help the analysis in three
ways for the research purpose and those are analytical, exploratory and explanatory. According
to these three ways of research purposes I have selected only the analytical method as it will help
to analyse the critical details and information for the reason of adding more and trendier ideas
and concepts for the materials of the research. For setting up a research strategy I have chosen
various types of surveys and interviews. In order to find out the reason behind the success of
Bangladesh airlines in influencing British passengers to select their airlines for traveling to
Bangladesh but also for gathering the internal information. By thinking myself as a researcher I
reviewed the sampling methods and sample size. I have selected the simple random sampling for
selecting the 50 tourists of Bangladesh Airlines and relevant sample technique for selecting the 5
managers of Bangladesh Airlines.
In my dissertation, I have continued thinking regarding probable research to be accomplished
after I finish my readings in the certain topic about Bangladesh Airlines. I have undertaken the
two most important research collection i.e. primary data collection and secondary data collection
for the purpose of gaining deeper knowledge regarding the research topic. According to the
secondary research data I have evaluate the different data information depending upon the basis
of various journals, websites, books and internal sources (Parajuli, 2008). On the basis of
primary data research I have recommended about the qualitative data and quantitative data for
the purpose of taking the different type of perceptions of the 50 tourists of Bangladesh Airlines
through sets of questionnaires which includes multiple choices. And the qualitative data of the
research I have gathered opinions by direct interview of the 5 managers of Bangladesh Airlines.

Communicating Research Findings

For forwarding ahead, I am developing to communicate research findings from books, articles,
dissertations and surveys. I have begun to share my research in published articles and have
created a list of future publications. I have started to share my result regarding the dissertation in
the referencing pages in my dissertations, short blog posts. In my dissertation I have listed
various factors in order to reach the British tourists leisure destination in Bangladesh. On the
basis of particular scholarly works and on the basis of opinions of the selected respondents, it is
evident that Bangladesh Airlines is the best suited for the British tourists (Klabi, 2012). This
carry on the conversion on my work is worth full to future understanding and also gives
potentiality to future research.

Implementing research findings in my work

By combining my research and analysis into my thinking and knowledge has changed my
working way and practices. Hence now I try to conclude trendier research findings in my
presentations. Furthermore, I look for research guide of my working way and practices. I am also
developing as well as improving my support of customers satisfaction models and
methodologies theories on the basis of my dissertation research. I am also organizing surveys and
interviews in my area, nationally and internationally regarding the factors influencing British
Tourists to choose Bangladesh Airlines for travel to Bangladesh as a leisure destination. A certain
and rapid change in my presentation is the day to day basis conclusion of research studies on the
methodologies and theories on aviation factors and customers or passengers satisfaction by the
services provided by the Bangladesh airlines to the British tourists. My theoretical models have
now bibliographies in order to make it more relevant and innovative. From the surveys and
interviews I found that tourists and customers are mainly appreciate the services and better
responses from the airlines service department. So in my research I have already recommended
many suggestions and programs to make this happen. And also reference on the recommendation
in my dissertation (Pels, 2008). On the basis of my own research I am implementing the results
in my support of theories models in my dissertation. I have upgraded many more suggestions and
comments regarding the facilities and services that are provided by the airlines. I plan to use my
new scale for end of the year evaluations, to further discover how I can assist the development
and improvement of my theoretical structure models. I continue to recommend and suggest
7

others that the design of an effective models and structure which will support the aviation
department to understand the issues and demands of customers more easily.

The path to future research

Writing this dissertation has changed me. It has also changed my views of reading and writing.
For good or bad, but writing this dissertation has become a part of my life. I have changed in my
learning and knowing. My writing has improved and I am thinking more like a researcher now. A
task list is captured by me for the writing momentum and I will surely keep it up for the future
articles. This section examined my future plans for research and learnings.
This dissertation which was written by me was grounded on the qualitative study but carry out
with quantitative methods. A wealth is provided by Data collection for the future research and
articles. The first two articles which I plan to publish are on the basis of two main objectives of
my research which are: To analyse the importance of Airlines industry in order to improve
tourism of a country and to evaluate the strategies, policies implemented by Bangladesh Airlines
in order to attract foreign customers (Pels, 2008). In addition, another article will report on the
descriptive methods and statics and implications based on them. I have also decided to publish an
article regarding the factors that attract British tourist in order to choose Airlines for travel.
Another article on the results of my findings to recommend some methods for improving the
factors of Bangladesh Airline that attracts British Tourists could be published.
The research question that arose during my dissertation is what the importance of Airlines
industry is in order to improve tourism of a country. Another question which arises during this
research is to know the strategies, policies implemented by Bangladesh Airlines in order to
attract foreign customers. This research would reconsider and test my utilization definition for its
usefulness. Another research question have been raised i.e. what are the factors that attract
British tourist in order to choose Airlines for travel. These research questions and other
important issues of the dissertation will keep me on a research path for a considerable future.
Future learning could include other methods of Data analysis. It has encouraged me to learn
about the factor analysis, methodology and other procedures. The future experiences with
qualitative research methods will help to increase my research abilities (Pels, 2008). In further
research and learning, I can surely improve my understanding and ability of applying research
8

methods to program evaluation. I must carve out time to continue and utilize my new found
research skills.

Figure 1 customers satisfaction model (Baker, 2013).

Considering the Nature of Knowledge and Research

The dissertation has raised several questions about the nature of knowledge and research. My
dissertation results confirmed my own experience in knowing the factor which influences British
tourist to choose Bangladesh Airlines for travel to Bangladesh as a leisure destination. The
research has implied factors for the appraisal of overwhelming prospects to go for Bangladesh
Airlines. My reason and senses are used to observe, collect and analyse data to reach the
conclusion. Establishment such as theoretical frameworks has guided my reason and senses in
creating my research studies (Klabi, 2012). My experiences which I achieved during this
research have contributed to my understanding and are confirmed based on the reasons and
authority.
Research outline techniques had helped me in analysing the various factors that are affecting
British tourists to select Bangladesh airlines for travelling to Bangladesh as a leisure destination.
In the research, different types of research strategy, research approaches, data collection, and
9

research philosophy for selecting various certain research techniques has helped me to complete
this research (An and Noh, 2011). The research onions that contains six folds about research
involving philosophies, choices, time horizons, techniques, procedures and approaches has also
assist me a lot for this research. And hence I have already followed the entire layers of a research
onion to continue the research activities. I have been inspired by the research philosophy in order
to improve the assumption that has been determined world of research which helps to identify I
have learned about the research design which is a vital technique of research which would help
the analysis in three ways for the research purpose and those are analytical, exploratory and
explanatory. According to these three ways of research purposes I have selected only the
analytical method as it will help to analyse the critical details and information for the reason of
adding more and trendier ideas and concepts for the materials of the research (An and Noh,
2011).
Questions about the nature of the knowledge and view of others around me had continued to
challenge and thinking and learning for the future. Other sources and methods of knowledge had
provided the answers to the questions which is not answerable by quantitative methods of
research.

10

Thinking like a research

From the summary of my dissertation, my work in the research related to factors influencing
British Tourists to choose Bangladesh Airlines for travel to Bangladesh as a leisure destination
have started me along with the path of thinking like a research. I see research questions globally
surrounded me. I have started thinking like a researcher very desperately as I have started
thinking about methods, samples, and theories when someone asks me a research questions. And
sometimes when I hear presentations and reports of research I always question the samples,
theories and methods. And even when I started to begin with anew presentation, workshop,
dissertation and programs, I have started to examine the literature reviews, recommendations,
and theoretical frameworks regarding the certain topics. Even I have started to create models and
structures by myself in my by thinking regarding the certain topics and presentations. By doing
researches and analysis on various topics and by creating dissertations on different topics my
thinking and knowledge regarding the researches has been developed (An and Noh, 2011). My
potentiality and capability for making easy to difficult presentations and dissertations has
improved and enhanced. I have improved and developed my knowledge regarding the aviation
basis with the help of this dissertation. I am able to know the various factors which are related to
aviation. Even my task list has grown with capable future research and articles. And hence by
this reason I will never be the same again or I cannot be able to think normally regarding the
presentation and dissertation, I always think like researcher.

11

References
Abdin, J. (n.d.). Bangladesh: A Good Destination for Foreign Investment. SSRN Electronic
Journal.
An, M. and Noh, Y. (2011). Service-orientation of airlines: its impact on service-oriented
behaviour of flight attendants and customer loyalty. International Journal of Services
Sciences, 4(2), p.174.
Baker, D. (2013). Service Quality and Customer Satisfaction in the Airline Industry: A
Comparison between Legacy Airlines and Low-Cost Airlines. AJTR, 2(1).
Budd, L. and Vorley, T. (2013). Airlines, apps, and business travel: a critical examination.
Research in Transportation Business & Management, 9, pp.41-49.
Fan, Z. and Jiang, Z. (2012). Integrated Quantitative Analysis of Customer Satisfaction Based on
Kano's Model. AMM, 224, pp.358-361.
Huang, Z. and Washington, M. (2015). Assimilation or Contrast? Status Inequality, Judgment of
Product Quality, and Product Choices in Markets. Organization Science.
Islam, M. (n.d.). Performance Analysis of Biman Bangladesh Airlines Limited. SSRN Electronic
Journal.
Klabi, F. (2012). The predictive power of destination-personality-congruity on tourist preference:
a global approach to destination image branding. Leisure/Loisir, 36(3-4), pp.309-331.
Leone, R., Rao, V., Keller, K., Luo, A., McAlister, L. and Srivastava, R. (2006). Linking Brand
Equity to Customer Equity. Journal of Service Research, 9(2), pp.125-138.
Parajuli, B. (2008). Questionnaire: A Tool of Primary Data Collection. Himalayan J. Soc. &
Anth., 1, p.51.
Pearson, J. and Merkert, R. (2014). Airlines-within-airlines: A business model moving East.
Journal of Air Transport Management, 38, pp.21-26.
Pels, E. (2008). Airline network competition: Full-service airlines, low-cost airlines and long12

haul markets. Research in Transportation Economics, 24(1), pp.68-74.

Prasatadisak, E. and Chailom, P. (2013). THE EFFECT OF CUSTOMER SATISFACTION,
SWITCHING COSTS, INTERPERSONAL BONDS TOWARDS SERVICE LOYALTY OF
CUSTOMER IN THAI AIRLINES INDUSTRY. IJBR, 13(3), pp.143-154.
Salam, M. (n.d.). Determining a New Value Proposition for Biman Bangladesh Airlines. SSRN
Electronic Journal.

13