Addressing Tourism Challenges in Bangladesh

 

Introduction to Addressing Tourism Challenges in Bangladesh

Despite being one of the largest industries in world; tourism sector is expanding and evolving consistently. Large scale movement of tourists with context to leisure purpose developed varied opportunities for tourism sector. The consistent evolution of tourism sector requires robust planning that meets objective of different economies and provides chances for economic integration (Horaira, 2021, pp. 1-17). Bangladesh which is known for its natural beauty and rich cultural heritage attracts wider number of travellers from world; the country is in South Asia and situated on the Bay of Bengal and shares the borders with Myanmar and India. Bangladesh aims to attract both domestic and foreign tourists. From the Serene landscape of Srimangal to Streets of Dhaka each location provides unique experience to visitors (Kumar et al. 2024, pp. 97-111). However, amidst having grand vision several challenges faced by Bangladesh tourism and this impacts their practices in drastic manner (Stylos, Zwiegelaar and Buhalis, 2021, pp. 1015-1036.). These complexities are associated with lack of collaboration among stakeholders and varied government departments, “Bangladesh Parjatan Corporation” has contributed in enhancing tourism practices whilst, lack of financial stability creating major barriers in undertaking further practices (Bhuiyan and Darda, 2021, pp. 53-63). Moreover, lack of infrastructure, security issues, limited promotion, rising competition, political and financial instability creating significant barriers for Bangladesh in achieving success (Polas, Saha and Tabash, 2022, pp. 36-38). The current project will be based on identifying primary tourism challenges impacting Bangladesh Tourism while emphasising on its impacts. Consequently, ways in which sustainable tourism could be promoted within Bangladesh will be described.

Aim

The study aims to analyse tourism challenges and its impacts within Bangladesh and propose strategies for promoting sustainable tourism 

Objectives

1. To historically contextualise the primary challenges experienced by Bangladesh Tourism Sector.
2. To assess the influence of these challenges on Bangladesh tourism growth
3. To propose the strategies that promotes sustainable tourism in Bangladesh.

Rationale

The present study will emphasise on exploring the current state of tourism within Bangladesh and subsequently, challenges faced by Bangladesh tourism sector would be witnessed. Bangladesh has been focusing on promoting their tourism for improving their economy and increasing employment extent (Haque, 2021, pp. 1-13). However, the country is lacking in attracting specific number of visitors due to insufficient facilities, inappropriate infrastructure and lack of accessibility towards different destinations. Additionally, the nation is lacking in promoting their tourism and thereby, they are not able to develop awareness among visitors. There are lack of studies conducted in this context and further, existing researches specifying about different challenges faced by Bangladesh tourism (Rahman and Saima, 2021, pp. 347-365). However, it has not covered the strategies which can promote sustainable tourism within country. Hence, the rationale behind conducting current study is to analyse the extent up to which tourism challenges impacting Bangladesh in drastic manner. Consequently, the strategies will be proposed so that tourism organisations in Bangladesh such as can “Share Trip”, “Bengal Tours” and so on get assistance for enhancing their practices (Khan and Abir, 2022, pp. 213-229). Further, this research will contribute in guiding stakeholders and government within Bangladesh so they can take appropriate measures for enhancing their tourism practices.

Literature Review

Table 1-Literature review table

Reference	Similarities/differences	Method	Findings and conclusion /	Implication in current research/ Most appropriate definition for own study
Alauddin, M., Dipu, S.M.A. and Uddin, M.R., 2021. Tourism products and services in bangladesh: challenges and suggestions. Tourism products and services in Bangladesh: Concept analysis and development suggestions, pp.445-459.	This article has provided information regarding the challenges faced by Bangladesh Tourism and similarly this was the requirement of research.	The study followed secondary method.	The article stated that lack of promotion leading to develop barrier in developing awareness regarding tourism in Bangladesh.	The study suggested that marketing plan would help in implementing sustainable tourism.
Azmi, E., Che Rose, R.A., Awang, A. and Abas, A., 2023. Innovative and competitive: A systematic literature review on new tourism destinations and products for tourism supply. Sustainability, 15(2), p.1187.	The article has focused on important challenge domain and that is “competition”. This proves to be different as this was individually identified in this study.	Secondary method.	Competition in tourism industry is highly increasing and thereby, Bangladesh is not able to compete at international level. It is important to develop awareness regarding extent of competition so that appropriate decision could be taken.	The competitive scenario at global level requires to be analysed and accordingly decision must be taken within Bangladesh Tourism sector. The prior focus needs to be developed on sustainable tourism that does not lead to overutilization of resources and provides employment to local communities.
Chowdhury, M.A.I., Alauddin, M. and Uddin, M.R., 2021. Sustainable tourism in Bangladesh: The demand for investment and development. Tourism in Bangladesh: Investment and development perspectives, pp.363-381.	The similar aspect identified in the study was that it focused on sustainable tourism practices which are essential for enhancing tourism practices.	The study followed secondary method.	Sustainable tourism is not just limited to increasing awareness. However, it also supports in improving policies related to tourism.	By implementing sustainable tourism practices Bangladesh can enhance their tourism-related policies.
Horaira, M.A. and Devi, A., 2021. Cultural tourism in Bangladesh, a potential and profound tourism destination: developing a model for cultural tourism development in Bangladesh. International Tourism and Hospitality Journal, 4(10), pp.1-22.	The role of cultural tourism was witnessed in study. However, this differs from study context but, this is kind of sustainable tourism and thereby, this can use as a sustainable tourism strategy.	The study followed secondary method.	The outcomes revealed that there is huge competition in tourism at global level and therefore, in order to show unique Bangladesh must focus on their cultural based tourism.	Bangladesh should focus on developing cultural based tourism and accordingly the promotion should be done.
Hossain, A., Hasan, S., Khan, M.Y.H. and Chowdhury, M.H.K., 2024. Assessing the effect of marketing mix on tourists' satisfaction: insights from Bangladesh. International Journal of Services and Operations Management, 47(1), pp.47-73.	Marketing mix is an important initiative which can increase number of tourism	Secondary method.	By integrating marketing mix, Bangladesh can effectively promote their destinations and this attracts wider number of customers.	Marketing mix covers 7Ps and those are- product, price, place, promotion, people, processes and physical evidence.
Karim, K.R., 2022. Opportunities and the Challenges of Tourism Industry in Bangladesh. In Livelihood Enhancement Through Agriculture, Tourism and Health (pp. 223-236). Singapore: Springer Nature Singapore.	The study focused on highlighting the challenges within Bangladesh tourism and contributed in research findings.	Secondary method	Lack of infrastructure and political stability creating barrier in attracting tourists.	There is need to increase collaboration among government department and investment in tourism activities requires to be increased.
Mia, M.A., 2020. Promoting tourism in Bangladesh: Policies, issues and challenges. In Tourism marketing in Bangladesh (pp. 127-140). Routledge.	In compassion to other studies the different aspect was identified in this article and that was “implementation of new policies related to tourism-friendly environment”.	Secondary method.	There is need to create a tourism friendly environment for attracting visitors. Also, marketing and effective infrastructure supports in attracting tourists.	The local communities should be motivated so they can support tourist and this further provide chance them to earn. In this manner, tourism-friendly environment could be developed.
Mia, M.N. and Hassan, K., 2021. Post COVID challenges to the tourism and hospitality industry: a study on Bangladesh. Can. J. Bus. Inf. Stud, 3(6), pp.109-119.	The study specifically focused on POST COVID issues that drastically impacted Bangladesh Tourism.	Secondary method.	After COVID 19- the Bangladesh tourism has been facing financial issues and due to this the country is not able to attract number of tourists.	The discount packages should be given to travellers and cultural tourism must be promoted on social media platform.
Nandi, S., Kumar, D. and Azevedo, P.S., 2022, April. Factors influencing crossborder medical tourism from Bangladesh: An empirical study. In World Conference on Information Systems and Technologies (pp. 243-257). Cham: Springer International Publishing.	This study provided different insights as it has focused on medical tourism.	Primary method and the data were collected from 221 patients from Bangladesh.	The study revealed that due to lack of facilities in Bangladesh medical tourism has also been drastically impacted. Also, visitors refuse to go Bangladesh for as they fear that in case of uncertainty they would be not able to get quality treatment.	It is important to increase investment in tourism related facilities such as- medical, accommodation, restaurants, resorts and so on.
Nekmahmud, M. and Hassan, A., 2021. Tourism products and services in bangladesh: in search of policy and development frameworks. Tourism products and services in Bangladesh: Concept analysis and development suggestions, pp.3-24.	The study has highlighted those areas in which products and service offerings related to tourism can be enhanced.	Secondary method	The outcomes of the study revealed that offering quality products and services is highly essential for promoting and developing tourism.	Bangladesh involve diverse forms that includes community-based tourism, food tourism, religious tourism, hospitality, accommodation and transportation. By enhancing product and service offerings in all of these areas wider number of tourists can be attracted.
Nekmahmud, M., Farkas, M.F. and Hassan, A., 2020. Tourism marketing in Bangladesh. In Tourism Marketing in Bangladesh (pp. 11-27). Routledge.	Tourism marketing in Bangladesh is important and different ways such as influencer marketing and social media marketing must be adopted.	Secondary method	The results revealed that tourism marketing cab shapes the purchasing decision of customers and creates an urge in them for visiting Bangladesh.	Interaction with travellers or influencers must be implemented by the tourism organisation who is looking upon them. Consequently, they should be motivated for uploading content and sharing about their experience on social media platform.
Pramanik, S.A.K. and Rakib, M.R.H.K., 2020. Conceptual analysis on tourism product and service promotion with special reference to Bangladesh. In Tourism Marketing in Bangladesh (pp. 109-126). Routledge.	The findings of the study were similar to previous article. This depicts that marketing is an effective strategy for increasing tourism practices in Bangladesh.	Secondary	In order to gain trust of tourists across the world prior focus must be implied on developing a social media presence where marketing can be done effectively.	The findings are appropriate in current study context as recommendations related to enhancing marketing practices to tourism organisation can be provided.
Rahman, M.M., 2021. Inbound tourism in Bangladesh:: The trend of competitiveness. Bangladesh Journal of Public Administration, 29(2), pp.64-78.	Lack of collaboration among government department leads to lack of investment in important tourism related context. This found to be similar aspect as this has been witnessed in other studies as well.	Secondary	The airport and accommodation infrastructure are identified as significant barrier in attracting tourists.	It is important to develop a robust mechanism so that effective collaboration among stakeholders can be implemented and necessary investment planning could be undertaken.
Talukder, M.B. and Hossain, M.M., 2021. Prospects of future tourism in Bangladesh: An evaluative study. i-Manager's Journal on Management, 15(4), p.50.	This study has proposed the future tourism strategy that can leads to enhance tourism practices in Bangladesh while facilitating sustainable tourism. The strategies were comprised specifically with promotion and investment. These aspects similarly evident in other studies. Hence, collectively all of these evidences depicts that Bangladesh needs to focus on enhancing their tourism marketing and investment.	Secondary method.	Tourism is the major source of income. However, if a country does not focuses on enhancing their tourism products and services offerings then, this reduces extent of tourism in the country and impacts income within nation. Same has been witnessed in Bangladesh tourism sector.	For enhancing future tourism practices in Bangladesh it is important to focus on promotion, investment, social practices and collaboration. These are the crucial aspects that lead to sustainable tourism.

Theme 1- Tourism challenges in Bangladesh

In the article of Alauddin, Dipu and Uddin (2021, pp. 445-459) significant insights related to the challenges has been identified; lack of promotional strategy in the country leading to create major barriers in attracting number of tourists. The study has effectively presented the challenge and in-depth evaluation was undertaken and causes behind the lack of promotion such as inconsistent financial stability was highlighted. There is no such gap witnessed in the study which depicts that author was able to present findings. On the other hand, Karim (2022, pp. 223-236) depicted that lack of infrastructure and political inconsistency leading to create significant barriers in attracting large number of tourists. The core focus was implied on presenting key concepts related to tourism-related definitions and services that underpin the extra support which needs to be ensured to travellers. The study lacked in undertaking in-depth analysis of the causes behind these challenges and the substantial gap entails with time gap; this study was conducted in 2022 and thereby, by undertaking this would be analysis that these findings are still relevant.

The article by Mia and Hassan (2021, pp. 127-140) elucidated that POST COVID challenges led to reduce movement across the world and further there is ineffective medical facilities in Bangladesh due to this travellers often refuse to visit this destination. Similar information evident in the study of Nandi, Kumar and Azevedo (2022, pp. 243-257); author conducted primary research and this was the strength of this study. Lack of facilities related to medical practices discourages travellers in visiting Bangladesh. It is important to assess whether the situation is still same; by doing this time gap could be covered. Rahman (2021, pp. 64-78) emphasised on an important challenge “Lack of collaboration among government”; ineffective coordination among stakeholders has been creating barriers for tourism organisations in implementing decisions on time; the government interference is high and further they takes huge time in passing any decision. Government is not taking any significant decision related to changing airport, accommodation and transportation infrastructure and as a result, Bangladesh tourism organisations are not able to gain customer attention. Whereas, Azmi et al. (2023, p. 118) articulated that ineffective strategies related to market and competitive analysis reducing the abilities of Bangladesh tourism organisations in competing at global level. This study significantly focused on competition as a major domain and all the other challenges somehow revolves around competition.

Theme 2- Impact of challenges

Chowdhury, Alauddin and Uddin (2021, pp. 363-381) Specified that tourism challenges creating drastic impacts on Bangladesh economy; tourism is one of the main source of income and because of lack of finance and inconsistent political stability Bangladesh Tourism organisation is not able to satisfy travellers. Also, the study focused on the importance of sustainable tourism and this can be considered as its strength, it was evident that sustainable tourism practices should be undertaken for navigating the challenges however, there was information identified regarding the ways in which implementation could be done. On the other hand, Nekmahmud and Hassan (2021, pp. 11-27) articulated that lack of investment in tourism associated areas directly impacts the quality of tourism products and services offering and creates drastic impact on the satisfaction level of customers. Consumer expectations with regards to tourism are increasing to greater extent and therefore, when they do not have quality experience then, they refuse to go on a particular destination. Nekmahmud, Farkas and Hassan (2020, pp. 11-27) revealed that customer has lack of sense of belongingness if their expectations are not met; Bangladesh tourism needs to imply focus on this area so that significant support to consumers can be assured. This can be done by developing interactions with travellers on social media platforms. All of these studies have effectively highlighted the impact of challenge along with determining the ways in which negative impacts could be managed.

Theme 3 Strategies for promoting sustainable tourism

In the study of Horaira and Devi (2021, pp.1-22) it was stated that Bangladesh should focus on their cultural tourism and this must be promoted; this nation is famous for its rich heritage culture. Therefore, this strength must be used by Bangladesh for gaining the attention of customers. Cultural tourism refers to that kind of tourism model which empowers local communities by creating employment for them, Hence, this support in enhancing interaction with tourism and further contributes in generating employment and contributes in economy. On the other hand, Hossain et al. (2024, pp. 47-73) emphasised on marketing mix model; it refers to forecasting methodology that is undertaken for implementing marketing initiatives. Tourism organisation in Bangladesh needs to strengthen their marketing strategy through integration of marketing mix. This supports in gaining larger market share at global level and attracts wider number of travellers. The study has effectively presented information related to the model which can be used for enhancing tourism practices. In similar manner Pramanik and Rakib (2020, pp. 109-126) focused on adopting marketing strategies such as enhancing presence at social media platform and approaching influencers who can encourage consumers to visit Bangladesh. Evidences from both the studies has been clearly depicting that marketing initiatives will significantly support tourism organisations in Bangladesh in gaining larger customer attention.

Mia (2020, pp. 109-119) articulated that implementation of new policies such as focusing on developing “Tourism-friendly environment” can promote sustainable tourism practices; local community must engage with visitors for developing a favourable environment for them. This motivates tourists in visiting Bangladesh and further provides employment opportunity to local people. This study has effectively provided information comprising with the ways in which sustainable tourism practices can be promoted. Whereas, Talukder and Hossain (2021, p. 50) focused on proposing future tourism strategy; in involves promoting tourism services, investing in tourism related services and performing corporate social responsibilities. This leads to develop an effective image in front of travellers and communities. This study was undertaking in 2021 and thereby, in findings section this would be analysed whether Bangladesh tourism adopted this strategy or not and what impacts has been experienced after implementation.

Conclusion

Conclusively; it can be said that literature gap associates with “not able to identify major causes behind the challenges” and “the ways in which strategies can be integrated”. Current study going to be focus on this area and in-depth evaluation in finding section would be done. The theoretical models identified are- “Cultural Tourism Model” and “Marketing Mix Model”. These models will be used for informing findings and their negative impacts would be described on Bangladesh Tourism. These studies have focused on determining challenges in effective manner and further the influence were mentioned. Moreover, evidences related to strategies have been witnessed. The major challenges are comprised with lack of investment in tourism and tourism-associates services, political instability, lack of infrastructure and ineffective marketing strategy. It is important to analyse the root causes behind these challenges so that appropriate initiatives can be integrated and issues could be addressed. Thereby, in findings section detailed analysis will be undertaken and research gap would be covered.

Methodology

Research type

Research type explicated as the technique in which study requires to be conducted; this can be done in two ways and those are-qualitative and quantitative. Qualitative research type comprehends with allocation of theoretical data. On the other hand, quantitative research aligns with gathering numerical information (Hazari, 2024, pp. 1-6). In order to conduct literature review the scholar has adhered with qualitative research type. It proves to be effective in conducting literature and accordingly, wider insights related to tourism challenges in Bangladesh have been identified and strategies were proposed. In order to conduct literature; theoretical data is needed as it supports in making conclusion whereas, numerical data is appropriate for identifying the correlations between variables. Therefore, researcher allocated qualitative data.

Data collection and sources

It refers to the methods through which information is collected; primary and secondary these are two types of methods that can be used. Primary aligns with implementing direct interaction with participants whereas, secondary entails with collecting information from second sources such as- Google scholar, industry reports, social media platform and government websites (Zhou, Li and Sun, 2022, pp449-473). In current context, the researcher has used secondary sources for obtaining literature and these sources are- academic studies and articles from Google Scholar, analysing industry reports and government websites. These sources are authentic and accurate therefore, it has been preferred so that realistic data could be gathered. The major reason behind collection of secondary data entails with time and cost effectiveness; secondary research can be completed in less time and further low cost requires for this. Also, by selecting authentic articles accurate and wider information can be collected in research context. Thereby, it can be depicted that researcher has used appropriate method for collecting data. Furthermore, existing gaps within research has been identified by undertaking critical analysis and accordingly, by collecting evidences from different articles synthesis of findings was undertaken. This led to support in fill research gap and consequently, effective outcomes were developed.

Data analysis

Data analysis delineated as the method in which allocated information requires to be analysed. It is important to select appropriate method as this plays pivotal role in enhancing the efficacy of outcomes. The researcher has allocated qualitative information and therefore, in current context thematic analysis is appropriate (Dubey and Kothari, 2022). This refers to implementation of different themes and each theme addresses research objectives. However, statistical analysis is appropriate for analysing numerical information and thereby, in current research there is no use of statistical method. Thematic analysis provides appropriate framework to scholar and accordingly, data is presented in effective manner; after reviewing each source and common themes have been identified and different themes were developed. In this manner, researcher was able to present data in appropriate manner that were addressing research objectives.

Ethical consideration

It is important to follow mandatory ethics while conducting study as it ensures that research is conducted in ethical manner (Firdaus, Zulfadilla and Caniago, 2021, pp. 1-16). The researcher has complied with General Data Protection Regulation [GDPR] and the data was stored in USB within university library. The motive of the research is to perform social good by assisting Bangladesh Tourism for enhancing their practices. Furthermore, scholar has maintained academic integrity and no plagiarism was done also, credit to the authors was given whose studies and articles were referred in the study. Moreover, researcher has focused on maintaining the reliability and credibility of the study and only those articles were selected that was published after 2019 and focusing on Bangladesh tourism. In this manner, scholar has performed important ethics and assured that all the practices undertaken in research are legal and ethical. Additionally, there was no harm to anyone was made while undertaking research practices.

FINDINGS AND DISCUSSION

Theme 1- Lack of investment, political instability and ineffective marketing strategy acting as a major barrier

From the literature it is evident that major complexities associated with tourism challenge in Bangladesh are- lack of investment and this is leading to create further barriers (Alauddin, Dipu and Uddin, 2021, pp. 445-459). Due to lack of investment tourism organisations are not able to invest in marketing and sustainable planning that makes it hard for them to compete at international level. The major cause behind this challenge is that after COVID-19 the economy of Bangladesh has experienced a shook and lack of circular flow of income within economy led to reduce extent of investment and spending by customers (Akhter and Haque, 2023, pp. 165-184). In such situation government is responsible to take appropriate actions by regulating interest rate through fiscal and monetary policies. However, government of Bangladesh has not taken such action and this signifies about lack of political instability in the country. Additionally, it has been witnessed that there is lack of collaboration among different departments of the government and this can be often considered as another cause behind ineffective political stability (Bhuiyan and Darda, 2021, pp. 53-63). Investment is crucial in tourism industry as this supports in attracting wider number of travellers across the world and when government refuse to undertake investment in tourism projects then, significantly reduces the extent of tourism. Despite having rich cultural locations Bangladesh is not able to promote tourism and this is also due to low investment (Chowdhury, Alauddin and Uddin, 2021, pp. 363-381). The another cause in this context which has been identified is that “ineffective medical facilities” travellers seeks such places that ensures quality medical services so in case of uncertainties they visitors can access healthcare facilities (Rahman et al. 2024, p. 100). However, Bangladesh is lacking in this context and thereby, travellers often refuses to visit Bangladesh. Key factors leading to these challenges are the driving forces of market and economy which requires to be focused out. Bangladesh can easily attract potential investors if appropriate strategies are undertaken for promoting the cultural places (Nekmahmud and Fekete-Farkas, 2021, pp. 339-361).

Lack of investment contributes in further challenges such as- ineffective experience of travellers due to inappropriate infrastructure, difficulty in accessing transportation and lack of involvement by local communities. Bangladesh Parjatan Corporation (BPC) has not focused on taking any effective strategies that could solve these challenges; the corporation must give authority to private tourism organisations so they can take actions by their own and appropriate actions and strategy could be implemented (Karim, 2022, pp. 223-236). In this manner, the root cause can be addressed while reducing the challenges. The collaboration among all organisations is essential for building a sustainable tourism in Bangladesh and therefore, each organisation should be given this responsibility.

Theme 2- Challenges are leading to develop negative impacts on economy and consumer satisfaction

The challenges are acting as a barrier in boosting economy; the capital investment in an economy supports in improving growth by developing employment opportunities for people. This seems to be a continuous cycle that is drastically impacting Bangladesh tourism (Mia and Hassan, 2021, pp. 127-140). For example- there is lack of investment in tourism practices and as a result, Bangladesh in unable to improve their tourism related services and this reduces satisfaction of consumers, this further decreases their decreases customer spending (Nekmahmud and Fekete-Farkas, 2021, pp. 339-361). This is how this cycle keeps going on, lack of investment is majorly due to ineffective promotion and this is often because of lack of investment. This ultimately impacts customer satisfaction and reduces their urge for visiting Bangladesh. Moreover, it impacts economic growth of country and negatively impacts tourism practices. There is need to focus on enhancing economic integration among the countries and this can be done by developing a trust among consumers that they are safe and secure while visiting Bangladesh (Nandi, Kumar and Azevedo, 2022, pp. 243-257). This country lacking far behind from its neighbouring nations and this depicts that Bangladesh requires guidance from experts; this nation also suffering from reputation problem as most of the people in world thinks that Bangladesh is suffering from poverty and when travellers visits Bangladesh and had ineffective experience then they share their views with other (Chowdhury et al. 2024, pp. 408-434). Thus, this further contributes in developing negative reputation. From the contextual information it is evident that the influence of challenges are multifaceted that requires to be reduced otherwise, this would create multiple barriers for Bangladesh Tourism in achieving growth.

Theme 3- Cultural tourism model and policy implementation as a sustainable strategy

The cultural tourism model emphasises on promoting cultural heritage and ensures involvement of local communities so they can get employment. Bangladesh has major attraction point such as- Dhaka-Mughal Period association, Sixty Dome Mosque, Sreemongol and Bandarbaan (Talukder et al. 2024, pp. 285-300). These are cultural destinations that have the potential to attract huge number of visitors from across world. It is important for Bangladesh to use their cultural destinations as their strength for attracting travellers. Consumer purchasing decisions are often shaped due to their cultural values and thereby, targeting this aspect will lead to ensure benefits and attracts huge number of consumers (Nandi, Kumar and Azevedo, 2022, pp. 243-257). However, the major component which should be focused out is that; there is need to involve local people; they are well-aware about the history and culture and therefore, they can act as tourist guiders and develop tourism-friendly environment for travellers. In this manner, sense of belongingness in consumers can be developed and their trust could be gained (Rahman, 2021, pp. 64-78). However, for undertaking this step, investment is needed; this is the major priority in Bangladesh.

In order to increase the extent of investment, Bangladesh must consider Foreign Direct Investment [FDI] by proposing their cultural tourism strategy in front of foreign investors. FDI policy implementation enables Bangladesh to show their potential at international level; with effective policies and investment Bangladesh holds the position to attract number of visitors (Nekmahmud and Hassan, 2021, pp. 11-27). The strengths of location and has the ability to attract investors and therefore, significant focus requires to be developed on this area so that effective outcomes could be gained. FDI supports in undertaking improvements within tourism associated services and further robust marketing plan can be implemented that comprised with promotion of destinations. Well-developed infrastructure contributes in sustainability and thereby, investment in developing infrastructure is essential (Horaira and Devi, 2021, pp.1-22). This significantly contributes in performing sustainable practices and ensures that Bangladesh is performing sustainable tourism practices.

Theme 4- Marketing Mix model and Influencer marketing

From the secondary sources it has been evident that Bangladesh needs to focus on enhancing its marketing strategies specifically, marketing mix model should be adopted by tourism organisations in Bangladesh and accordingly, seven Ps must be considered. There is need to ensure effective tourism services in the form of product the primary focus must be employed on providing quality experience to travellers; this includes effective infrastructure, hospitality, transportation and accommodation (Pervin and Sarker, 2021, pp. 171-185). Additionally, the prices must be set affordable as Bangladesh is still not able to compete in international market and therefore, at this stage price should be kept affordable (Azmi et al. 2023, p. 118). Online services require to be improved so that travellers can pre-book hotels and destination visiting. However, Bangladesh is already focusing on this area but there is need to undertake consistency in this procedure and this can be done through undertaking consistent promotion on social media websites such as Instagram and Facebook (Polas, Saha and Tabash, 2022, pp. 36-38). The influencers who are famous should be approach so they can share their visiting experience with followers and this leads to create an urge in people for visiting Bangladesh. The people who are involved in tourism development procedure must ensure collaboration with each other and the processes must be kept accessible for travellers so they do not find any difficulty in accessing required services (Islam and Akter, 2021, pp. 27-35). Hence, this can be said that Bangladesh needs to focus on enhancing marketing strategies and thereby, the tourism organisation in Bangladesh specifically, private tourism organisation should focus on this area and marketing strategies should be implemented so that trust of travellers could be gained.

Theme 5- Similarities and Differences

From different studies there are certain similar things were identified; majority of the studies articulated that lack of investment in Bangladesh specifically after COVID-19 is acting as a major barrier and developing varied challenges. This is creating negative impact on customer satisfaction and economic growth; it is important to assure focus on key factors which are leading to these issues. However, Bangladesh has been focusing on this area but the country is lacking due to ineffective collaboration among different department of government and therefore, the responsibility should be given to private tourism organisation so they can focus on enhancing the experience of customers by implementing marketing and promotional strategies. (Hossain et al. 2024, pp. 47-73). In this manner, significant support to travellers could be ensured across the world and they would be attractive for visiting Bangladesh. Cultural tourism contributes in sustainable tourism and the provide employment opportunities to local people and thereby, focus should be assured in this area (Pramanik and Rakib, 2020, pp. 109-126). On the other hand, the differences are that some of the studies focused on identification of challenges while some specified about the influence and others were based on recommending strategies such as- implication of cultural tourism and marketing mix model for enhancing tourism practices in Bangladesh

Conclusion

In Bangladesh tourism industry has been facing frequent challenges that significantly impacting the satisfaction of customers and developing drastic impact on economy. There is need to focus on increasing the extent investment within country and this could be done by FDI. However, it is not easy to attract investors and thereby, Bangladesh must focus on promoting their cultural places as this is one of the significant strengths of this country. It is rich in cultural heritage which could attract potential investors and further gains their attention. Specifically after COVID-19 the country has been facing issues related to investment and as a result, it contributed in further complexities such as-inappropriate infrastructure, lack of transportation support, ineffective accommodation and resort services and so on. Private organisations have been focusing on implementing marketing strategy but due to lack of government support they are unable to get succeed. Lack of collaboration among different government department creates delay in decision making process and negatively impacts tourism practices within country (Rahman, 2021, pp. 140-158). Hence, it is crucial to adopt robust mechanism such as- implementation of cultural tourism model and marketing mix; these methods can support in attracting wider number of tourists across the world. The cultural traditional model associates with promoting cultural places and ensuring employment opportunities to local communities. However, if local communities do not show their consistent involvement then this lead to create negative impacts (Blanco-Moreno et al. 2024, pp. 266-286). Involvement from local communities and people is essential as they are the ones who are well aware about the culture and history of Bangladesh and thereby, they can act as tourist guiders are for travellers. This lead to develop tourism friendly environment for the visitors which further enhances sense of belongingness.

The study has been proven highly effective specifically, for tourism organisations in Bangladesh as they can adopt marketing mix model and enhance their promotional strategies This supports in attracting large number of customers; however, if organisation is suffering from financial crisis that it is not possible to imply promotional strategies and therefore, they need support from government. Hence, it can be stated that in order to enhance tourism practices and ensuring sustainable tourism practices within Bangladesh effective collaboration among government, private organisation and local communities is needed so that significant outcomes could be developed. Additionally, the study proves to be highly significant as this has identified the challenges and the major key factors which are leading to these complexities; it is important to analyse the key domains which creates challenges so that appropriate actions could be taken for resolving the issues (Rahat, Amin and Ahmed, 2024, p. 541). Similarly, in current study the factors such as- ineffective government initiative related to investment and ineffective commercial strategies identified as major factors that is creating negative impacts.

Hence, the contextual information from the study developing insights related to the challenges faced by Bangladesh tourism sector and providing guidance for companies so they can implement effective strategies. However, it is important to develop collaboration among stakeholders as lack of coordination creates negative impacts. Therefore, by implementing coordination among different stakeholders who are involved in this procedure significant outcomes can be gained and tourism organisations would be able to compete at global level. This also supports in developing employment opportunities for local people, fosters economy and enhances the source of income.

Project Reflection

This project has provided me significant opportunities in terms of developing knowledge regarding the challenges experienced by Bangladesh tourism. In order to benchmark the findings, I have set certain standards such as- identification of issues and its influence on Bangladesh tourism; firstly, I have identified the primary issues and afterwards its influence on tourism sector was identified and accordingly, the strategies for sustainable tourism was recommended. This was the standard pattern that was set by me and subsequently, the format “identification of issues”, “its impacts” and “proposing strategies was followed”. In this manner, I was able to gain significant understanding regarding the causes which are leading to these issues and how this could be minimised for enhancing the tourism growth in Bangladesh. The most challenging element of the study was finding relevant articles and studies. At initial level, I was not able to identify appropriate sources due to lack of critical analysis skills in me and this created major complexity. However, I have shared this issue with my tutor and I got appropriate guidance and I have made standard plan for searching article. I focused on using appropriate key terms and then I emphasised on assessing that which article is peer reviewed and providing accurate information regarding research area.

If I would get chance to do this project again then I will focus on gathering primary data and I will approach Tourism Organisation in Bangladesh and significantly, I would be able to gain real time information from the individuals. By conducting survey I can analyse actual issues leading to develop barrier for tourism sector in Bangladesh. This time I have followed secondary method for conducting study but in future I want to undertake primary method so that interaction with the actual participants could be implemented and real information could be gained (Marra and Nielsen, 2025, pp. 1-3). The main top tip to student for undertaking this piece of work would be undertaking appropriate literature search strategy that comprised with finalising key terms and using inclusion and exclusion criteria. This leads to make whole procedure easy and researcher becomes able to identify relevant and accurate articles for developing outcomes (Bhuiyan et al. 2022, p. 150).Therefore, it is important to follow appropriate literature search strategy so that high quality peer-reviewed articles can be approached and subsequently, effective outcomes can be developed.

The key aspect from this module that I will take into my early career is the understanding related to tourism sector and implication of research methodologies. This understanding will enable me to undertake dissertations on tourism sector. I want to make my career in tourism industry and therefore, I can say that learning from this will enable me to gain wider understanding. I have become able to know the root cause of tourism issues and that aligns with lack of collaboration among stakeholders and lack of financial & political stability within countries (Khan and Emon, 2024, pp. 55-73). Additionally, I got to know that importance of sustainable tourism as this enhances tourism practices and supports in attracting wider number of visitors.

References

Books and Journals

• Akhter, T. and Haque, A.U., 2023. On the Prospects of Sustainable Tourism in Bangladesh. In Corporate Management Ecosystem in Emerging Economies: Global Perspectives (pp. 165-184). Cham: Springer International Publishing.
• Alauddin, M., Dipu, S.M.A. and Uddin, M.R., 2021. Tourism products and services in bangladesh: challenges and suggestions. Tourism products and services in Bangladesh: Concept analysis and development suggestions, pp.445-459.
• Azmi, E., Che Rose, R.A., Awang, A. and Abas, A., 2023. Innovative and competitive: A systematic literature review on new tourism destinations and products for tourism supply. Sustainability, 15(2), p.118.
• Bhuiyan, K.H., Jahan, I., Zayed, N.M., Islam, K.M.A., Suyaiya, S., Tkachenko, O. and Nitsenko, V., 2022. Smart tourism ecosystem: a new dimension toward sustainable value co-creation. Sustainability, 14(22), p.15043.
• Bhuiyan, M.A.H.B. and Darda, M.A., 2021. Tourism for sustainable development goals (SDGs) achievement in Bangladesh. Bangladesh Journal of Public Administration, 29(2), pp.53-63.
• Bhuiyan, M.A.H.B. and Darda, M.A., 2021. Tourism for sustainable development goals (SDGs) achievement in Bangladesh. Bangladesh Journal of Public Administration, 29(2), pp.53-63.
• Blanco-Moreno, S., González-Fernández, A.M. and Muñoz-Gallego, P.A., 2024. Big data in tourism marketing: past research and future opportunities. Spanish journal of marketing-esic, 28(3), pp.266-286.
• https://whotimes.org/the-future-of-education-is-blended-how-to-blend-traditional-and-digital-learning/
• Chowdhury, M.A.I., Alauddin, M. and Uddin, M.R., 2021. Sustainable tourism in Bangladesh: The demand for investment and development. Tourism in Bangladesh: Investment and development perspectives, pp.363-381.
• Chowdhury, M.M.H., Mahmud, A.S., Banik, S., Rabbanee, F.K., Quaddus, M. and Alamgir, M., 2024. Resilience strategies to mitigate “extreme” disruptions in sustainable tourism supply chain. Asia Pacific Journal of Marketing and Logistics, 36(2), pp.408-434.
• Dubey, U.K.B. and Kothari, D.P., 2022. Research methodology: Techniques and trends. Chapman and Hall/CRC.
• Firdaus, F., Zulfadilla, Z. and Caniago, F., 2021. Research methodology: Types in the new perspective. Manazhim, 3(1), pp.1-16.
• Haque, S.S., 2021. The effects of covid-19 pandemic and recovery strategies for the travel and tourism sector in Bangladesh. Hospitality & Tourism Review, 2(1), pp.1-13.
• Hazari, A., 2024. Introduction to research methodology. In Research Methodology for Allied Health Professionals: A comprehensive guide to Thesis & Dissertation (pp. 1-6). Singapore: Springer Nature Singapore.
• Horaira, M.A. and Devi, A., 2021. Cultural tourism in Bangladesh, a potential and profound tourism destination: developing a model for cultural tourism development in Bangladesh. International Tourism and Hospitality Journal, 4(10), pp.1-22.
• Horaira, M.A., 2021. Impact of COVID-19 pandemic on tourism industry: possible reconciliation strategy for Bangladeshi tourism industry. International Tourism and Hospitality Journal, 4(4), pp.1-17.
• Hossain, A., Hasan, S., Khan, M.Y.H. and Chowdhury, M.H.K., 2024. Assessing the effect of marketing mix on tourists' satisfaction: insights from Bangladesh. International Journal of Services and Operations Management, 47(1), pp.47-73.
• Islam, S.N. and Akter, S.R., 2021. Problems and prospects of tourism industry in Bangladesh: A study on Cumilla district. South Asian Journal of Social Studies and Economics, 10(4), pp.27-35.
• Karim, K.R., 2022. Opportunities and the Challenges of Tourism Industry in Bangladesh. In Livelihood Enhancement Through Agriculture, Tourism and Health (pp. 223-236). Singapore: Springer Nature Singapore.
• Khan, M.Y.H. and Abir, T., 2022. The role of social media marketing in the tourism and hospitality industry: A conceptual study on Bangladesh. In ICT as Innovator between Tourism and Culture (pp. 213-229). IGI Global Scientific Publishing.
• Khan, T. and Emon, M.H., 2024. Exploring the Potential of the Blue Economy: A Systematic Review of Strategies for Enhancing International Business in Bangladesh in the context of Indo-Pacific Region. Review of Business and Economics Studies, 12(2), pp.55-73.
• Kumar, S., Talukder, M.B., Kabir, F. and Kaiser, F., 2024. Challenges and sustainability of green finance in the tourism industry: Evidence from Bangladesh. In Sustainable Investments in Green Finance (pp. 97-111). IGI Global.
• Marra, M. and Nielsen, B.B., 2025. Research methodology: Best practices for rigorous, credible, and impactful research. Journal of International Business Studies, pp.1-3.
• Mia, M.A., 2020. Promoting tourism in Bangladesh: Policies, issues and challenges. In Tourism marketing in Bangladesh (pp. 127-140). Routledge.
• Mia, M.N. and Hassan, K., 2021. Post COVID challenges to the tourism and hospitality industry: a study on Bangladesh. Can. J. Bus. Inf. Stud, 3(6), pp.109-119.
• Nandi, S., Kumar, D. and Azevedo, P.S., 2022, April. Factors influencing crossborder medical tourism from Bangladesh: An empirical study. In World Conference on Information Systems and Technologies (pp. 243-257). Cham: Springer International Publishing.
• Nekmahmud, M. and Fekete-Farkas, M., 2021. Green marketing, investment and sustainable development for green tourism. Tourism in Bangladesh: Investment and development perspectives, pp.339-361.
• Nekmahmud, M. and Hassan, A., 2021. Tourism products and services in bangladesh: in search of policy and development frameworks. Tourism products and services in Bangladesh: Concept analysis and development suggestions, pp.3-24.
• Nekmahmud, M., Farkas, M.F. and Hassan, A., 2020. Tourism marketing in Bangladesh. In Tourism Marketing in Bangladesh (pp. 11-27). Routledge.
• Pervin, M.T. and Sarker, B.K., 2021. Benefits and challenges in adopting social media for SMEs: A case from Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 2(3), pp.171-185.
• Polas, M.R.H., Saha, R.K. and Tabash, M.I., 2022. How does tourist perception lead to tourist hesitation? Empirical evidence from Bangladesh. Environment, Development and Sustainability, 24(3), pp.36-38.
• Pramanik, S.A.K. and Rakib, M.R.H.K., 2020. Conceptual analysis on tourism product and service promotion with special reference to Bangladesh. In Tourism Marketing in Bangladesh (pp. 109-126). Routledge.
• Rahat, K.M.R., Amin, M.A. and Ahmed, M.T., 2024. Comparing tourists’ travel cost and consumer surplus to estimate the recreational values of Kuakata Sea Beach in Bangladesh. J Tourism Hospit, 13, p.541.
• Rahman, M.H., Tanchangya, T., Rahman, J., Aktar, M.A. and Majumder, S.C., 2024. Corporate social responsibility and green financing behavior in Bangladesh: Towards sustainable tourism. Innovation and Green Development, 3(3), p.100133.
• Rahman, M.H.A. and Saima, F.N., 2021. Technology Application in the Tourism Industry for Socio-Economic Development in Bangladesh. Technology Application in the Tourism and Hospitality Industry of Bangladesh, pp.347-365.
• Rahman, M.M., 2021. Assessing the progress and pitfalls of the Ministry of Environment, Forest, and Climate Change in achieving SDGs in Bangladesh. Bangladesh Journal of Public Administration, 29(2), pp.140-158.
• Rahman, M.M., 2021. Inbound tourism in Bangladesh:: The trend of competitiveness. Bangladesh Journal of Public Administration, 29(2), pp.64-78.
• Stylos, N., Zwiegelaar, J. and Buhalis, D., 2021. Big data empowered agility for dynamic, volatile, and time-sensitive service industries: the case of tourism sector. International Journal of Contemporary Hospitality Management, 33(3), pp.1015-1036.
• Talukder, M.B. and Hossain, M.M., 2021. Prospects of future tourism in Bangladesh: An evaluative study. i-Manager's Journal on Management, 15(4), p.50.
• Talukder, M.B., Kumar, S., Kaiser, F. and Mia, M.N., 2024. Pilgrimage Creative Tourism: A Gateway to Sustainable Development Goals in Bangladesh. In Global Trends in Governance and Policy Paradigms (pp. 285-300). IGI Global.
• Zhou, Y., Li, H. and Sun, H., 2022. Metalloproteomics for biomedical research: methodology and applications. Annual review of biochemistry, 91(1), pp.449-473.