THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

THE SWOT ANALYSIS OF

TOURISM DEVELOPMENT IN BANGLADESH

Based on a Study of MARKETING MANAGEMENT

1 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

TERM PAPER ON

THE SWOT ANALYSIS OF

TOURISM DEVELOPMENT IN BANGLADESH
SUBMITTED TO
MD. ABDULLAH Assistant Professor Department of Marketing Comilla University

SUBMITTED BY
MD. SHAHADAT HOSSAIN SUNNY Exam Roll No: 01 001 Registration No: MKT 07 322 MBA, 1st Semester Department of Marketing Comilla University

2 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

DATE OF SUBMISSION
October 16, 2012

DEPARTMENT OF MARKETING

COMILLA UNIVERSITY
LETTER OF SUBMISSION
October 16, 2012

Md. Abdullah Assistant Professor Department of Marketing Comilla University

Subject : Submission of Term Paper.

Dear Sir, By the grace of Almighty Allah, the most benevolent and merciful, I have been successful to complete this report. Here is the report on The SWOT Analysis of Tourism Development in Bangladesh. It gives me immense pleasure to submit the report to accomplish

3 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

the partial requirement of M.B.A program. Preparing of this report helps me to gather experience and knowledge that would be needed for us to meet todays challenging job market. My effort will be highly glad if any one find it interesting and a effective one. I sincerely believe that the findings of this report may help to the academicians, students, researchers as references. For any kind of explanations and clarifications of any part of this report, please make me oblige by contact. I sincerely hope this report will receive your attention and approval.

Sincerely yours

Md. Shahadat Hossain Sunny Exam Roll: 01 001 Registration No: MKT 07 322 MBA, 1st Semester Department of Marketing Comilla University

ACKNOWLEDGEMENT

On the very outset, I would like to express my deepest gratitude to Almighty Allah for bestowing me the ability to complete the Term Paper on The SWOT Analysis of Tourism Development in Bangladesh I would like to express my gratitude to all the people that were involved both directly and indirectly in the preparation of this report. I apologize to the people whose names that I have not mentioned, and their contribution is highly appreciated by me. My heartiest gratitude to all whom have successfully, sincerely and constructively assisted me in preparing this report in a benefiting manner. I would like to extend

4 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

thanks to the honorable Chairman Md. Abdullah, Assistant Professor, Department of Marketing, Comilla University for his guidelines and valuable insights regarding the preparation and completion of the report. More specifically, I would like to thank him for imparting his time and wisdom. Finally, I want to thank my parents and my friends whose influence and inspiration has enabled me to complete this report. At last I shall be grateful to those persons who read this report and who shall get benefit from this report at present and in future.

CONTENTS

What is Swot Analysis......06 Tourism in Bangladesh.....07 SWOT Analysis of Tourism Development in Bangladesh08 Strengths of Tourism Development in Bangladesh08 Weaknesses of Tourism Development in Bangladesh.09 Opportunities of Tourism Development in Bangladesh.10 Threats of Tourism Development in Bangladesh........10 Outcomes of the SWOT Analysis.11

5 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

Bibliography.12

What is SWOT Analysis?__________________

SOWT Analysis is the technique through which managers create a well planned overview of the organizations total strategic situation. The SWOT analysis comprises of the Organizations internal strength and weakness and external opportunities and threats. SWOT analysis gives an organization an insight of what they can do in future and how they can compete with their existing competitors. This tool is very important to identify the current position of the organization relative to others, who are playing in the same field and also used in the strategic analysis of the organization. Both manufacturing and service oriented business organizations start to possess some weaknesses as time elapses. The weaknesses of an organization can be turned into opportunities if recognized on time. Moreover, overlooking any threat may result in loosing valuable business opportunities. For this reason, an assessment of every business organization is required to judge the performance Strengths Weaknesse from the aspects of its strength, weakness, opportunity and threat.

Opportuniti es

Threats
6 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

The usefulness of SWOT analysis is not limited to profit-seeking organizations. SWOT analysis may be used in any decision-making situation when a desired objective has been defined. SWOT analysis can also be used in pre-crisis planning, preventive crisis management, corporate planning, marketing, and even human resource development.

Tourism in Bangladesh___________________
Tourism has considered as the worlds largest and rapid growing industry of modern business world. It has a vital influence on economic development of a country. Bangladesh is a new tourist destination on the map of the world. Bangladesh has enormous potential to develop tourism because of its attractive natural beauty and rich cultural heritage. Tourism can add value in the Bangladeshi economy if proper marketing plan and strategy can be built and implemented for this purpose. However, this industry fails to reach its destination due to adequate marketing practices. Today tourism is the most advantageous and up-to-date business all over the world. It has become one of the major international trade categories. For many developing countries, it is one of the main income sources and the number one export category, creating much needed employment and opportunities for development. Bangladesh has a great opportunity of become as a tourist nation. The tourism industry offers more employment opportunities than other

7 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

industries. With the growth of population in the country, the problem of unemployment has become acute. Thus, in view of the fact that Bangladesh has a labor-intensive economy the creation of more employment opportunities is essential. The tourism industry can create employment opportunities and a productive labor force to a greater degree than other sectors. Bangladesh is trying to develop her tourism status to compete in local and global market. Tourism is one of the main roots of developing the countrys economy and as well as skilled professional human resource. Governmental and nonGovernmental institutes can keep such a vital role by giving emphasis on tourism marketing.

SWOT Analysis of Tourism Development in Bangladesh__________________________

On the basis of primary and secondary data I have done the SWOT analysis. The Strength, Weakness, Opportunity and Threat (SWOT) analysis of Tourism Development in Bangladesh is as follows:

Strengths of Tourism Development in Bangladesh

Strength is a resource skill or other advantage relative to competitors and the needs of the markets a firm serves or expects to serve. The strengths of Tourism Development in Bangladesh are given below Bangladesh is unique for its natural resources. She has the largest sea beach in the world.

8 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

Bangladesh is renowned for its archaeological and historical places. She has unique natural beauty and greenery. Nation famous for hospitality. Rich cultural heritage and religious harmony. Bangladesh can be reached by air from any part of the world. Biman, the Bangladesh Airlines connects Dhaka with about 30 major cities of the world. She has the accommodation facilities available throughout the country. Rupushi Bangla, Radisson, Westin and Panpacific hotel chains are in operation in the capital city.

Weaknesses of Tourism Development in Bangladesh

A Weakness is the limitation of deficiency in resources skills or capabilities that seriously impedes a organizations effective performance. Like these, Tourism Development in Bangladesh also has some Weaknesses. The weaknesses of Tourism Development in Bangladesh are given below-

Tourism sites are not properly explored, extracted and managed. Lack of investment. Low quality services. Lack of safety, security and hygiene. Lack of infrastructural development. Visa requirement and complex visa procedures. Absence of sales plan and public relation activities. Lack of private initiatives in tourism development.

9 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

Bangladesh cannot offer tourist products and destination packages exclusively to local and foreign tourists. As a result, tourists have to go back to their home with low level of satisfaction. The number of supply chain member in the tourism industry is not sufficient to build up a strong base. Small number of tour operators, inefficient national airlines, and insignificant role of travel agencies. Shortage of professional guides. Price of some tourism components like the star and standards hotel rooms, food items, package tours and river cruise programs are much higher than those of neighboring countries like India and Nepal. Lacking of promotional and marketing activities of tourism by both public and private sector.

Opportunities of Tourism Development in Bangladesh

Tourism has vast opportunities in Bangladesh. The opportunities of Tourism Development in Bangladesh are as follows Due to globalization scope for dissemination of information and communication media. Scope of making the tourist spots more attractive. Research and development to attract more tourist and making favorable tourism policy. Development of tourism culture. Arrangement of international events like World Cup Cricket, Football, etc.

Threats of Tourism Development in Bangladesh

Tourism in Bangladesh also has some threats. The threats of Tourism Development in Bangladesh are as follows-

10 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

Political Instability of the country. Harassment by the police and the broker in the airport. Language barrier of the people of the country. Conservative social and religious systems. Strong competition within the region, barriers to overcome the image crisis of the country. Lack of awareness among the mass people regarding the benefits of tourism both locally and internationally. Illegal hunting and fishing in Sundarbans create loss of valuable wildlife. Absence of sufficient trained safe guards in the beaches to aware and save the tourists in case of emergency. Shortage of sufficient accommodation, food and beverage services and other amusement services. Tourists presently hold misconceptions about Bangladesh as a tourists destinations. Foreigners now know Bangladesh as a country of poverty, baggers, flood, political unrest and corruption Absence of proper tourism policy Political collision between tribal and Bengali people

Outcomes of the SWOT Analysis_____________

Considering the SWOT analyses, the present study attempts to outline the following suggestions for the betterment of the tourism industry in Bangladesh. Positive image of our tourism industry must be expressed by our diplomats, ambassadors, consular representing Bangladesh in different countries of the world. Billboard, leaflets, brochure, magazines and other promotional materials can be displayed in different places in home and abroad. Local people have to be informed about the attractions rich in history, culture, and heritage. Different beaches, rivers and other wetlands have to be converted with various establishment activities like river cruise, boating, beach volleyball, waterskiing, fishing, etc. along with boatel based food and accommodation specially in Sundarbans area.

11 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

Adventure tourism like trekking, hiking, mountaineering, hunting in different hilly areas must be established by building up different clubs and organizations. Tourist fair can be arranged in an adequate number in home and abroad to inform the latest updates of our tourism products, services and overall tourism industry to attract the tourist. Government can formulate long term and short term master plan for the overall tourism development by growing interest to the investors and commercial organizations. Both the foreign and the private sectors investment are quite insufficient in tourism. This paper suggests taking necessary policies to attract these investments. These are the outcomes of the SWOT Analysis of Tourism Industry in Bangladesh.

BIBLIOGRAPHY

Philip Kotler, Marketing Management Philip Kotler & Gray Armstrong, Principles of Marketing Class Lecture on SWOT Analysis. Bangladesh Parjoton Carporation Publications. Bangladesh Tourism Development Board Reports.

12 Page

THE SWOT ANALYSIS OF TOURISM DEVELOPMENT IN BANGLADESH

News paper articles on Tourism Bangladesh. Bangladesh Tourist Guide. Web site: Official Website of Bangladesh Parjoton Corporation
www.bangladeshparjatoncorporation.com

~ THANK YOU ~

13 Page