Bangladesh

Family Tourism in

Family Tourism in Bangladesh

Introduction:
Family tourism is a common concept in Bangladesh. In Bangladesh this tourism sector needs to be improved in order
to progress our economic condition. The challenge is to find a marketing approach to apply the concept successfully
in the tourism industry of Bangladesh. The constraints of the concept should be reduced to successfully achieve the
objective of family tourism in Bangladesh. Through the limited secondary data, and qualitative analysis we are trying
to find out the prospect of it in Bangladesh.
Tourism is a leisure activity which involves a discretional use of time and money and recreation is often the main
purpose for participation in tourism (Ghosh, 2001). Tourism is emerged from the movement of people to and their
stay in various destinations. There are two basic elements in tourism, such as the journey to the destination and the
stay. In short, tourism means the business of providing information, transportation, accommodation and other
services to travelers (Ghosh, 2001). Tourism may be broadly divided into domestic tourism and international
tourism. In domestic tourism, people move within their own country whereas in international tourism, the barriers
exist in travelling destinations beyond national boundaries ((Zulfikar, 1998). In tourism, tourist acts as the key player
in this system. The term tourist is defined as who goes on holiday to visit places away from his home. Foreign tourist
is a person who visits a place and stays at least 24 hours on a foreign passport for the purposes of leisure, business,
meeting and so on. On the other hand, domestic tourist is a person who travels within the country
to a place other than his place of residence and stays at hotel or rented place and uses the sightseeing facilities for
duration of not less than 24 hours or one night and not more than 6 months (Zulfikar, 1998).

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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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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.

Objectives and Methodology

The main objective of this paper is to make an overview of the potential of tourism development in Bangladesh. It
tries to identify the sectors present problems and analyze the future prospects of tourism in the countrys economic
development. The research is mainly based on conceptual ideas, secondary information and empirical field
observation. The secondary information is collected through a survey of literature and relevant Internet based
websites.

Major Tourism Attractions in Bangladesh

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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.

Policy Gap in Tourism Development

Bangladesh has not made any concerted effort in the past in exploiting its tourism potential. In the recent period,
however, there have been some awareness development campaigns by both public and private sectors on the
potential of tourism in the country. The government has enacted an ordinance in May 2010, which empowers it to
declare an area as a tourism site and control development in designated tourism spots (GoB, 2010). This may help
the relevant authorities in the identification of potential tourism areas in the country. By promoting appropriate
development for tourism and controlling unwanted development within tourism sites, the government may initially
create tourism friendly environment in all the potential tourism areas of the country. An early identification and
declaration of tourism sites may set the momentum for tourism development in the country. Both investors and
consumers would then be gradually motivated toward utilization of the potential benefits of the sector. With further
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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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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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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

Background of the problem:

Family tourism is a common concept in Bangladesh. In vacation people prefer to visit any places with family. Main
attractions for family tourism are coxs bazar, sylhet, jaflong etc. In family tourism the main concern is safety. The
constraints of the concept is not an acceptable number of studies have been conducted to evaluate the concept and its
acceptability in the context of Bangladesh. Through the limited secondary data, and qualitative analysis we are trying
to find out the prospect of it in Bangladesh.
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Statement of the problem:

Family tourism is a common idea in Bangladesh. People of Bangladesh love to travel. Now a days interest for travel
is increasing. But main problem is safety, communication system and modern facilities.

Management Decision Problem:

Finding out an appropriate family tourism program in context of Bangladesh maintaining the core criterias of
family tourism

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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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)

Sampling technique & Fieldwork:

We have followed simple random sampling technique. Hundred and twenty (120) randomly chosen respondents has
completed the questionnaires. Fieldwork has been done by each of the group members like faculty members and
students. Sample has been taken randomly from North South University.

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Data Analysis: Qualitative Part:

The qualitative portion of the data analysis includes following elements:

QUALITATIVE
RESEARCH

Defining the current condition

of family tourism in
Bangladesh
Secondary Data Analysis.

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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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.

Research Questions, Hypothesis and Results:

Q1. How many times a year you travel outside?

If you travel where do you prefer to travel

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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

Findings and Interpretation:

From the SPSS analysis we get, almost half of the people travel outside one or less times in a year.
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Q2. If you travel where do you prefer to travel?

One-Sample Statistics
N
If you travel where do you

Mean
150

prefer to travel

Std. Deviation

1.4867

Std. Error Mean

.50150

.04095

One-Sample Test

Test Value = 2
t

df

Sig. (2-tailed)

Mean

95% Confidence Interval of the

Difference

Difference
Lower

If you travel where do you

prefer to travel

-12.537

149

.000

-.51333

-.5942

Upper
-.4324

Findings and Interpretation:

H0: People do not prefer to travel in abroad
H1: People prefer to travel in abroad

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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.

Q3. Do you think Bangladesh can improve in their tourism site?

Do you think Bangladesh can improve in their tourism site

Frequency

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

Findings and Interpretation:

From the SPSS analysis we get, more than 2/3 of the people believe that Bangladesh can improve in their tourism
site.

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Q4. What is your preferable way to travel?

Regression

Variables Entered/Removeda
Model

Variables

Variables

Entered

Removed

Method

What is your
1

preferable way
to travel

. Enter

a. Dependent Variable: If you travel where do you prefer to

travel
b. All requested variables entered.
Model Summary
Model

.371

R Square

Adjusted R

Std. Error of the

Square

Estimate

.137

.131

.46737

a. Predictors: (Constant), What is your preferable way to travel

Findings and Interpretation:

Here the value of adjusted r square is 0.131 (where dependent variable is preferable destination for travel and
independent variable is preferable way to travel) it means 11.9% of the variation of the dependent variable can be
explained by independent variable.

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Q5. How much do you spend on your tour?

Correlations

How much do you spend on

your tour

If you travel where do you

prefer to travel

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

**. Correlation is significant at the 0.01 level (2-tailed).

Findings and Interpretation:

H0: Amount of spending money for tour and choosing destination for travel are not correlated
H1: Amount of spending money for tour and choosing destination for travel are correlated
From the SPSS analysis we get, significance = .000 so the correlation is significant. So we can say, amount of
spending money for tour and choosing destination for travel are correlated.

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Q6. What tourism spot you think is the most attractive?

One-Sample Statistics
N
What tourism spot you think

Mean
150

is the most attractive

2.7400

Std. Deviation

Std. Error Mean

1.70049

.13884

One-Sample Test
Test Value = 1
t

df

Sig. (2-tailed)

Mean

95% Confidence Interval of the

Difference

Difference
Lower

What tourism spot you

think is the most attractive

12.532

149

.000

1.74000

1.4656

Upper
2.0144

Findings and Interpretation:

H0: Coxs Bazaar is not most attractive spot for tourists.
H1: Coxs Bazaar is the most attractive spot for tourists.
From one sample t test result shows, t = 12.532, significance = .000, so we may reject the null hypothesis and
conclude that people prefer to travel in abroad.

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Bangladesh
Q7. What kind of food actually you want when you travelling?
Case Processing Summary
Cases
Valid
N

Missing
Percent

Total

Percent

Percent

What kind of food actually

you want when you travelling

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

you want when you

Local food( the food

travelling

preferred by the local

23-27

Total
27-31

31+

17

16

40

14

53

33

87

83

59

150

people
Fast food
Total

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Findings and Interpretation:

In the cross table we get, 63.6% respondents whose age group is 18-22 like to eat local food when they are traveling.

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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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
Frequency

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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9. What kind of security level you expected in the tourist spots of Bangladesh?

One-Sample Statistics
N

Mean

Std. Deviation

Std. Error Mean

What kind of security level

you expected in the tourist

150

1.6867

.78695

.06425

spots of Bangladesh

One-Sample Test
Test Value = 1
t

df

Sig. (2-tailed)

Mean

95% Confidence Interval of

Difference

the Difference
Lower

Upper

What kind of security level

you expected in the tourist

10.687

149

.000

.68667

.5597

.8136

spots of Bangladesh

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10. According to you which entertainment option is essential in the tourist destinations of Bangladesh to more
entertain the tourists?

According to you which entertainment option is essential in the tourist

destinations of Bangladesh to more entertain the tourists
Frequency

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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Case Processing Summary

Cases

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Valid
N

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Missing
Percent

Total

Percent

Percent

How much do you spend on

your tour * According to you
which entertainment option
is essential in the tourist

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

destinations of Bangladesh to more entertain the tourists

Singing

How much do you

spend on your tour

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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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)

How much do you

spend on your tour

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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12. Do you think in Bangladesh tourist destinations there are more restaurants and cafes are needed to satisfy
tourists?
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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

destinations there are more

restaurants and cafes are needed
to satisfy tourists
Yes
Traditional Bengali food (like
rice meat vegetables)
What kind of food actually

Chinese food

you want when you travelling Local food( the food

preferred by the local people
Fast food
Total

No
16

24

40

14

25

62

87

51

99

150

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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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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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