Recent orders
Tourist Attraction Analysis Report
Tourist Attraction Analysis Report
Table of contents
Introduction…………………………………………………………………………3
An Overview of the Tiger Island………………………………………………….….3
Major Environmental Trends, Opportunities and Challenges Facing Tiger Island……..3
4.0 Key target market for Tiger Island …………………………………………………….4
Market trends affecting that market……………………………………………………5
Summary Analysis ……………………………………………………………………..5
6.0 Recommendations……………………………………………………………………..6
Focus on Given Segments of Visitors……………………………………………6
6.2 Provide a Range of Products/Attractions………………………………………..6
Improve on Product/Attraction Uniqueness………………………………………6
Destination image building to increase the Attraction’s appeal………………….6
6.5Fine –tune products due to the dynamic tourism market…………………………6
6.6 Conduct Regular Research………………………………………………………..7
7.0 Conclusion………………………………………………………………………………..7
8.0 References……………………………………………………………………………….8
Introduction
Tourism is without a doubt a key industry within the Australian economy, representing about 2.5% of its GDP (ABS, 2013).A key component of any nation’s tourism industry is usually the attractions, which play a significant part in tourism development. Australia is endowed with unique attractions that definitely form a key component of its tourism industry. This particular paper provides an analysis of the tiger island, a unique wildlife attraction site found at the Dreamworld amusement park, Gold Coast, Australia.
An Overview of Tiger Island
Tiger Island is a wildlife attraction located at the Australia’s Dreamworld amusement Park, Gold Coast, Australia. The attraction exhibits various sites where various tiger species, including the Sumatran and the Bengal, live, swim as well as play (Dreamworld.com, 2014).
Major Environmental Trends, Opportunities and Challenges Facing the Tiger Island
According to Leask (2010), touristattractionsitessuchasthetigerisland are sensitive to various factors that bring about changes not only to the local entertainment spending but also the international tourists’ arrivals. Consequently, owing to various adverse influences on the household discretionary income growth, the business demand has generally weakened over the last few years. According to IBISWorld (2014), the industry (the amusement park operations industry) is going through turbulent times driven by the uneven economic situations; the serious discounting to attract new tourists and the latest Queensland floods. Consumer spending is thus under extreme pressure owing to increasing housing costs with competition from the substitute entertainment industries and services also putting pressure on the industry operators leading to a reduction of not only margins but profits as well.
Despite the industry having been negatively impacted on by the various adverse influences including the global financial crisis in the year 2009, the industry entered into a stage of recuperation in the year 2011 and the year 2012.Looking forward, IBISWorld (2014) highlights that there are hopes that market growth will be revived by the rising levels of the disposable incomes, the increasing consumer expenditure on leisure and the rising popularity of mass entertainment. A growing category of middle class households in Australia is also bound to drive the demand.
Key target market
According to Tsiotsou & Goldsmith (2012), a target market is basically a limited group of consumers or customers to whom a business directs its marketing efforts. The target market for the Tiger Island ought to be the international tourists. According to the IMETT Group (2012), latest statistics recorded between 1998-2009 indicate that the international tourists’ percentage has been declining drastically from 31 percent during the year 1988 to about 18 percent in the year 2009, with the actual number of the international tourists decreasing from an approximated number of 320,000 during the year 1998 to about 237,900 in the year 2009.
Financial Year International visitor Inter-state visitors Intra-state visitors
2009 18 36 46
2008 18 37 45
2007 20 39 41
2006 20 39 41
2005 22 37 41
2004 22 39 39
2003 21 39 40
2002 26 37 37
2001 31 31 37
2000 30 35 35
1999 30 34 36
1998 31 32 37
Figure 1: visitor mix recorded between 1998 and 2009
Market trends affecting that market
According to IMETT Group (2012), with the rapid increase in the resident population of Gold Coast, Queensland, the expectation was that there would be a substantial rise in terms of the numbers of tourists visiting the available theme parks. However, the numbers have actually remained between 1 million and 1.5 million tourists annually a couple of decades ago. Growth in inter-state tourists has mainly softened owing to perceptions that nothing much has changed.
While many Australians appreciate that there has been significant re-investments as witnessed through rides and other attractions at the theme park, they argue that a lot ought to be done to put the destination among their list of “must visit” destinations. The decline of the international tourists, similarly, appears to be linked with the growth of newer theme parks within the Asian continent, especially those having international brand names.
Summary Analysis
Just like any amusement park, Tiger Island is also sensitive to various factors that affect consumer spending on amusement. However, there are hopes that market growth will be revived owing to rising disposable income levels, the increasing consumer expenditure on leisure and the rising popularity of mass entertainment.
Recommendations
Focus on Given Segments of Visitors
Dreamworld amusement park appears to be having issues with the international category of tourist as seen through the low statistical percentages and actual numbers. The business ought to increase focus on marketing strategies relating to this particular group of visitors to attract an increased number.
Provide a Range of Products/Attractions
It is inevitable that the tiger island provide new or more headline theme park products to increase its number of visitors coming to see its various attractions. These will not only be able to invigorate its tourist offering but will as well draw attention to it as a “must visit” destination (Pikkemaat & Schuckert, 2007).
Improve on Product/Attraction Uniqueness
It is inevitable that the tiger island focuses not only on offering products but also experiences and attractions that are clearly-defined in order to create uniqueness against its competitors.
Destination image building
Promotion and publicity of the Tiger Island ought to focus on its most striking features as well as associations and the image of this particular attraction not only be best built, but be strengthened as an ongoing process as well.
Fine –tune products
The management ought to redefine its products to match the changing needs of the ever-dynamic tourism market (Pride et.al, 2007).
Conduct regular Research
This is very important as it not only examines the product and services experiences of the consumers but also provides direction as regards what ought to be done to the business.
Conclusion
The above report has generally provided an analysis of the Tiger Island including the major environmental trends, opportunities and challenges facing this business; its key target market and marketing trends affecting the market.
References
Australian Bureau of Statistics (ABS).Tourism Satellite Account 2012-2013: Key Figures
Dreamworld.com (2014). Retrieved on the 12th May, 2014 from <http://www.dreamworld.com.au/Wildlife/Tiger-Island/Tiger-Island.aspx>
IBISWorld, 2014, Amusement Parks and Centers Operation in Australia: Market Research Report, Retrieved on the 12th May, 2014 from <http://www.ibisworld.com.au/industry/default.aspx?indid=665>
IMETT Group, 2012, Theme Park Report 2012, Report, Retrieved on the 12th May, 2014 from <http://www.imett.com.au/PDF/Documents/IMETT%20SEQ%20Theme%20Park%20Report%202012.pdf>
Leask, A. (2010).Progress in visitor Attraction Research: Towards More Effective Management, Tourism Management, (31), Pp.155–166
Pikkemaat, B & Schuckert (2007).M Success Factors of Theme Parks – An Exploratory Study, Journal on Tourism Preliminary Communication, Vol.55, Pp.197-208
Pride et.al (2007).Marketing Core Concepts & Applications, John Wiley & Sons
Tsiotsou, R & Goldsmith, R.E. (2012).Strategic Marketing in Tourism Services, Emerald Group Publishing
Tourism Food, Wine and Festivals
Tourism: Food, Wine and Festivals
Table of Contents
TOC o “1-3” h z u Introduction PAGEREF _Toc358926069 h 3Cultural Impacts of Ritual-Oriented Festivals PAGEREF _Toc358926070 h 3The Case Study of Italy PAGEREF _Toc358926071 h 4Social Impact of Community Festivals PAGEREF _Toc358926072 h 5Case Study of Hogmanay cerebrations in Scotland PAGEREF _Toc358926073 h 6Economic Impacts of Food and Wine Festivals PAGEREF _Toc358926074 h 7Case Study of Australia PAGEREF _Toc358926075 h 7Food and wine festivals and Inter-industry Integration PAGEREF _Toc358926076 h 8Case Study: Melbourne Food and Wine Festival PAGEREF _Toc358926077 h 9Environmental impact of festivals PAGEREF _Toc358926078 h 10Case Study: The Manly Food & Wine Festival PAGEREF _Toc358926079 h 11Conclusion PAGEREF _Toc358926080 h 12References PAGEREF _Toc358926081 h 12
IntroductionThis paper examines cultural, social, economic and environmental impacts of food and wine festivals in order to determine the attractiveness of food and wine destinations to tourists. To achieve this, the paper analyses various case studies drawn from different parts of the world related to food and wine and festivals.
Cultural Impacts of Ritual-Oriented FestivalsFestivals play a key role in shaping the behavioral patterns of individuals in a community. Among other elements of festivals, rituals have a profound impact in shaping people’s culture. A ritual is a symbolic action through which people express their beliefs, values and/or concerns. As Dwyer et al (2001, p. 176) explain, rituals have distinct features which influence or shape culture of a community. Subsequently, they influence the attractiveness of food and wine destinations and other tourism sites within a community.
One of the distinct features of rituals is that they performed repeatedly, after some period and in the same way. As Hall and Sharples (2008, p. 254) explain, rituals can be as simple as a handshake or as complex as the cerebration of a nation’s founding, but they usually have a deeper meaning than meets the eye. Information may be conveyed verbally, using stylistic devices or using objects or materials. The performers of rituals engage in certain actions that link the present to the past. As Hall and Sharples (2008) explain, it is common for people to prepare various kinds of foods and drinks while performing rituals marking important events in their lives. For a long time, wine has been treated as the most preferred drink for certain ritual-oriented events carried out in various societies in the world. In fact, it is often treated as a superior drink to others.
The Case Study of ItalyThe use of food and wine during ritual-oriented festivals enjoy a long history in Italy. According to Flavor (2007, p. 75), the Romans used to cerebrate harvest dates many centuries back and had many public holidays to give thanks to their gods. There were also many festivals that marked important steps during the process of growing crops. For instance, they sacrificed cattle at the festival of Fordicidia which was held on 15th April every year. They believed that the sacrifice would help to keep soil fertile. They also cerebrated the festival of Vestalia on June 9 as they cleaned their stores in preparation for the new harvest. As Flavor (2007, p. 75) explains, the Romans took food and wine together in cerebration for the new harvest. There were also wine-related mystical festivals that were initially held in mid March dedicated to the Roman god of wine.
In the modern Italy, religious cerebrations and food festivals still go hand in hand. Fishing festivals are also common today especially in the coastal towns of Italy. For instance, fishing festivals are constantly held at the sea called San Cataldo, next to the city of Taranto, where visitors from various parts of the world eat dried fish and drink wine as they watch the festivals. There are other festivals in which people push carts of fruits ad vegetables along the streets (Flavor, 2007, p. 75).
Generally, the ritual-oriented food and wine festivals carried out by Italians have a ritualistic nature since they are symbolic and the same events are repeated over time. They help to display the lifestyle and local culture of the local community and to protect traditions and cultural meanings attached to particular events, issues or events (Flavor, 2007, p. 75). However, these events rarely attract visitors from foreign countries. There is need for more effort in marketing the local culture through promotion of these events to the world. The negative cultural impact of these festivals is commoditization of the culture and local identity of the host community.
Social Impact of Community FestivalsCommunity festivals are developed and organized by the local community. They are held in cerebration of specific themes that are developed from the local community. As such, food and wine festivals play a key role shaping social interactions and socially-generated behaviours of the members of a community (Fredline & Faulkner, 2002, p. 117). In turn, they influence the image and reputation of a community in the eyes of visitors and tourists.
As Wood 2005 explains, community festivals provide community members with an opportunity to develop a sense of community or a sense of belonging to the local community. As well, festivals provide opportunities for community members to establish social networks which contribute to the creation of social capital and establishment of social cohesion (Fredline & Faulkner, 2002, p. 117). However, there are also negative social impacts of festivals including increased noise, over-congestion, drug taking and vandalism (Getz, 2002, p. 212). The best strategy to effectively manage social impacts of festivals within communities is through community involvement and consultation. This can be achieved through strategies such as participation facilitation, community input and feedback facilitation, inclusive programming, incentives, local business involvement, associations and community development and capacity building. As Carlsen and Getz (2006 .p 267) explain, crowd management strategies are also needed in order to reduce the negative social impacts of festivals.
Case Study of Hogmanay cerebrations in ScotlandHogmanay is a Scottish word for the last day of the year. During that day, cerebrations are held in Scotland in a unique way in appreciation of the New Year. Usually, people meet at a specific destination in the evening of the last day of the year and cerebrate until the morning of the New Year. As Weston (2008, p. 50) explains, these cerebrations are associated with many national and local customs. The most common national custom is the practice of step-footing which involves being the fist person to cross the threshold of a neighbor or a friend through giving him/her a gift. Among other gifts, they share food and wine (Weston, 2008, p. 50). These gifts are also shared with guests and foreigners. They believe that the kind of gift one receives defines his/her luck during the New Year and thus, they find the best kinds of foods and wines to use as gifts. Remarkably, this cerebration brings the members of the whole Scottish community together. In a study conducted by Weston (2008, p. 50) in Scotland, 79 percent of the respondents stated that Hogmanay cerebrations give them an opportunity to spend time with families and friends. Also, they stated that the cerebrations provided them with an opportunity understand and share their culture. However, the respondents expressed concerns over congestion and instances of vandalism and excessive consumption of wine. These cerebrations involve the whole Scottish community at all levels and thus, most of the behaviours that would be considered wayward in other settings (such as making too much noise) are allowed.
The case study indicates that Hogmanay cerebrations enable Scottish people to develop a sense of belonging to their community and to establish beneficial social networks. There is high level of community involvement which helps to maximize social impacts of these cerebrations. However, there is need for better crowd management strategies in order to minimize cases over congestion and cases of vandalism and excessive consumption of wine.
Economic Impacts of Food and Wine FestivalsFood and wine festivals are often used as tools for attracting visitors to food and wine tourism destinations in various parts of the world. These festivals are usually meant to create positive image and reputation for specific food and wine destinations. There are three main strategies that are employed in the process of promoting food and wine destinations, namely, localization, diversification and differentiation (du Rand & Heath, 2006, p. 211).
Localization strategy refers to activities oriented towards local responsiveness. In food and wine industry, localization strategy involves providing opportunities for customers to visit producers and to make purchases directly from them (Hall et al, 2003, p. 65). Food and wine festivals promote local destinations that are included in the festival’s venues of programs. However, for this strategy to be successful it has to be integrated with national and regional strategies (Hall & Mitchell, 2002, p. 172). On the other hand, diversification strategy involves expansion of products or services into new segments in an industry or investing in other products or services outside the scope of the existing industry (Hall et al, 2003, p. 65; Hall & Mitchell, 2002, p. 172). Food and wine festivals provide an opportunity for tourists or visitors to explore various food and wine destinations as well as other attractions that are not related to food and wine. Finally, differentiation strategy involves development of different products for different market segments based on specific guidelines (Hall et al, 2003, p. 65). Food and wine festivals provide opportunities for consumers to taste different types of foods and wine brands from the ones that they are used to (Hall & Mitchell, 2002, p. 172).
Case Study of AustraliaAustralia employs national, regional and local strategies to attract tourists to various food and wine destinations. Food and wine festivals are held occasionally in almost all cities in Australia. Some festivals are meant to promote foods and wines produced in specific regions within Australia (Picard & Robinson, 2006, p. 334). One of these festivals is the Melbourne Food and Wine Fstival which is held once every year across 16 days in March. The Tasting Australia Festival is held twice a year in Adelaide, South Australia. The Victorian Grape Grazing Festival is held at Yarra Valley during February every year. Margaret River Wine Festival is held once a year and its purpose is to promote food and wine produced in the Margaret River wine region in Western Australia (Picard & Robinson, 2006, p. 334). All these events attract tourists across various parts of the world and local winemakers, growers and commentators to cerebrate together. They also attract well renowned chefs who are involved in preparing different types of foods. Apart from food and wine destinations, these festivals provide an opportunity for visitors to explore other tourism destinations in Australia (Picard & Robinson, 2006, p. 334). For instance, the Melbourne food and wine festival provides an opportunity for visitors to explore popular large parks such as the Grampians National Park and also the beautiful gardens present in the city.
Generally, Australia employs effective strategies in promoting food and wine destinations. The national, regional and local strategies are integrated in the process of promoting these destinations. Diversification strategy is also effective since visitors are able to visit different attractions other than the food and wine destinations. Food and wine differentiation is also achieved since visitors are able to taste different types of foods and wine brands from those that they are used to.
Food and wine festivals and Inter-industry IntegrationIn most cases, food and wine businesses cooperate with other tourism businesses in order to satisfy requirements of tourists. Apart from tourism businesses, food and wine businesses need to cooperate with other industries such as agriculture is necessary since they provide supporting components, such as raw materials (Hall et al, 2003, p. 67). These inter-industry net-works or partnerships are essential for the success of an industry.
As Hall et al (2003, p. 67) explain, food and wine festivals play a critical role in development of effective networks and partnerships between food and wine tourism industry and other industries. These festivals help in strengthening or building new networks across industries through sponsoring, organizing and/or participation in festivals. Some festivals help in the development of new partnerships between industry sectors at local, national, regional and international levels (Hall & Mitchell, 2002, p. 175). To maximize inter-industry integration benefits in the long-term, most food and wine festivals employ strategies such as package programs through partnerships, establishment of inter-industry associations and relationship building through sponsorships (Hall & Mitchell, 2002, p. 175). One of the benefits of this kind of integration is that it enables small operators to work on product development and to achieve higher economic benefits.
Case Study: Melbourne Food and Wine FestivalThe Melbourne Food and Wine Festival was established in 1993 to provide an opportunity for wine producers to promote their products and talents and to promote the lifestyle of Melbourne and Victoria. Since then, it has grown to become the largest food and wine festival in Australia with a schedule of 130 events by 2007 (Pandazopoulos, 2008, p. 28). Among other benefits, this event has highly facilitated integration between food and wine tourism industry and other industries in Victoria. During this festival, businesses dealing with food and wine tourism show their experiences in the industry by promoting their products. It thus provides an opportunity for inexperienced producers to learn new ways. Unsuccessful businesses in the food and wine tourism industry are also given an opportunity to promote their products. Apart from food and wine experts, this event attracts renowned wine growers, winemakers and chefs from different sectors. As well, it facilitates champions and less successful businesses in the food and wine industry to know each other and to corroborate with each other in various ways. As well, this festival provides an opportunity for food and wine leaders to discuss and find solutions to challenges they come across collectively and individually (Pandazopoulos, 2008, p. 28).
Remarkably, the Melbourne Food and Wine Festival provide a good opportunity for food and wine businesses to integrate and to form networks and partnerships among themselves. By attracting individuals such as Chefs, wine growers and wine makers, this festival facilitates formation of networks with sectors such as hotel and restaurant, agriculture and wine refineries. In this regard, it provides an opportunity for the formation of partnerships between food and wine businesses and other businesses. However, there is need for the festivals to explicitly show the importance of partnerships between food and wine sector and other sectors. This would help to raise level of integration between industries in Victoria.
Environmental impact of festivalsJust like in other industries, food and wine organizations are required to embrace environmental sustainability practices. Environmental sustainability refers to engagement in activities that do not harm the natural environment or engagement in activities oriented towards minimizing harm on the natural environment (Taylor & Shanka, 2002, p. 166). Precisely, it refers to the movement towards the use of renewable rather than non-renewable energy resources and the minimization or elimination of polluting and hazardous wastes. Recycling of waste products that pollute the environment such as plastic paper bags is also part of environmental sustainability (Poitras & Getz, 2006, p. 427). Thus, activities carried out during food and wine festivals have either positive or negative impacts on the environments.
Food and wine festival can be used as a channel for educating people within a community about environmental issues such as environmental leadership, organic farming and climate change. They may engage in practices such as waste management, recycling of plastic paper bags and glasses and providing seminars on environmental issues (Wells, 2010, p. 67). On the other hand, activities carried out during festivals may have negative impacts such as throwing of litter, plastic buy-products and bottles to the environment, making too much noise and vandalism (Dunphy, Andrew & Suzanne, 2003).
Case Study: The Manly Food & Wine FestivalThe Manly Food & Wine Festival was established in 1987 and has since then developed a strong profile in Sydney. This festival is organized by environment and internal events teams and runs for two days (Winetitles, 2006, p. 121). The organizers and managers of this festival have integrated sustainable event management practices into all of its aspects. Visitors are taught about sustainable ways of living and the importance of a good and exciting atmosphere while having minimum negative impact on the environment. They also enjoy food, wine and entertainment in a fun. Usually, the festival attracts over 15,000 people (Winetitles, 2006, p. 121). Together, they engage in environmental management practices such as diverting glasses, food waste and plastics from going to landfill. In 2010, for instance, the waste staff provided waste bins which were placed at strategic sites for Sydney residents to put wastes. They place waste stations according to high patronized areas, staged areas and food and wine stalls. Two were used to collect waste from bins located in various sites. They attached posters to wine glass stalls on the use and recycling of cutlery and palm leaf/bamboo plates. In short, the Manly Food & Wine Festival mainly involves practices that are oriented towards a cleaner environment (Winetitles, 2006, p. 122).
Generally, environmental sustainability involves activities oriented towards protecting natural environment from harm. Engaging in sustainable practices should be part of food and wine industry’s goals and objectives. The Manly Food & Wine Festival is quite efficient in achieving this goal. However, people the festivals should also consider the impact of the gaseous wastes emitted in the atmosphere. The organizers and managers should also encourage the use of renewable rather than non-renewable energy resources.
ConclusionIn conclusion, food and wine festivals have varied social, cultural, economic and environmental impacts which influence the attractiveness of food and wine destinations to tourists. To be successful in tourism marketing, food and wine industries need to make consideration of these impacts and utilize them to their advantage.
References
Carlsen, J. & Getz, D. (2006) Strategic Planning for a Regional Wine Festival: the Margaret
River Wine Region Festival, in J. Carlsen and S. Charters (Eds) Global Wine Tourism, CAB International, Wallingford
Dunphy D C & Andrew G & Suzanne B 2003 The sustaining corporation’ In:
Organizational change for corporate sustainability: a guide for leaders and change agents of the future / Dexter Dunphy, Andrew Griffiths and Suzanne Benn. Routledge, London
du Rand, G.E. and Heath, E (2006) Towards a Framework for Food Tourism as an Element of
Destination Marketing, Current Issues in Tourism, vol 9, no. 3, pp 206-234.
Dwyer, LM, Robert; Mistilis, Nina & Mules, Trevor 2001, ‘A Framework for Assessing
Tangible and “Intangible” Impacts of Events and Conventions, Event Management, 6, pp. 175-189.
Flavor, L. J. (2007) Italy: A Primary Source Cultural Guide. Rosen Publishing Group, New
York
Fredline, E., & Faulkner, B. (2002) Variations in residents’ reactions to major motorsport
events: Why residents perceive the impacts of event differently, Event Management, 7, pp. 115-126.
Getz, D (2002) Why Festivals Fail, Event Management, vol. 7, pp 209-219
Hall, M and Mitchell, R (2002) The Changing Nature of the Relationship between Cuisine and
Tourism in Australia and New Zealand: from Fusion Cuisine to Food Networks, in A.M. Hjalager and G. Richards (Eds.) Tourism and Gastronomy, Routledge, London
Hall, C.M., Sharples, L., Mitchell, R., Macionis, N., & Cambourne, B. (2003) Food Tourism
around the World: Development, Management and Markets. Butterworth-Heinemann, Oxford
Hall, C.M & Sharples, L. (2008) Food and Wine Festivals and Events around the World:
Development, Management and Markets. Butterworth-Heinemann, Oxford
Pandazopoulos, J. (2008), Victoria’s Food and Wine Tourism Plan 2004-2007. Viewed
June 13, 2013 http://www.tourism.vic.gov.au/images/stories/Documents/StrategiesandPlans/Victorias-food-and-wine-action-plan.pdfPoitras, L & Getz, D (2006) Sustainable Wine Tourism: the Host Community Perspective,
Journal of Sustainable Tourism, vol 14, no. 5, pp 425-448
Picard, D. & Robinson, M. (2006), Festivals, Tourism and Social Change: Remaking Worlds.
Bloomsbury Publishing. Seydney
Taylor, R & Shanka, T (2002) Attributes for Staging Successful Wine Festivals, Event Management,
vol 7, pp 165-175
Wells (2010) Sustainability in Australian Business: Fundamental Principles and Practice,
John Wiley & Sons Australia, Limited, Sydney
Weston, C. (2008), The Celebration of Hogmanay. Cengage Learning, New York
Winetitles, (2006), The Australian & New Zealand Wine Industry Directory, Winetitles
publishing Cornell University
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