MuhammadShoeb-Ur-Rahman

AzizulHassan Editors

Tourism

Policy and

Planning in

Bangladesh

Tourism Policy and Planning in Bangladesh

Muhammad Shoeb-Ur- Rahman • Azizul Hassan

Editors

Tourism Policy and Planning

in Bangladesh

ISBN 978-981-15-7013-1 ISBN 978-981-15-7014-8 (eBook)

https://doi.org/10.1007/978-981-15-7014-8

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Editors

Muhammad Shoeb-Ur- Rahman

Department of Tourism and Hospitality

Management, Faculty of Business Studies

University of Dhaka

Dhaka, Bangladesh

Azizul Hassan

Tourism Consultants Network, The

Tourism Society

London, UK

Introduction

Policy is a broad guideline possessing a wider range of features that direct, in prin-

ciple, what we can do in the achievement of some predetermined goals. Since policy

is usually developed by a government, it involves politics, values and ideological

beliefs, communication-led social processes, actions, decision, and outcomes in the

forms of legislation and implementation. The involvement of a government or pub-

lic authority ultimately adds a feature, and the document produced out of this pro-

cess is termed ‘public policy’. Accordingly, tourism policy is a public policy that

guides tourism activities and tourism-related decisions at a destination. The per-

spective of tourism as an industry examines how destinations can secure a competi-

tive edge in global consumer market, which is expanding sharply. The substitute is

for considering tourism policy as a domain to examine concepts such as social iden-

tity, trust, collaboration, power exercise and so on. This domain is viewed as multi-

disciplinary as well as ideology inuenced and becomes rapidly diverse, which

comes with different analysis levels (i.e. macro, meso, micro).

The study of tourism policy brings at least three core perspectives. First, the

policy cycle approach that helps to apprehend the shaping of policy decisions and

their impacts. Second, the scientic approach that offers information about practical

problem solutions and then feeds forward such information into the policy process.

Third, the social approach that admits and appreciates values and interests associ-

ated with the policy and planning process. In addition, studying tourism policy has

both theoretical and practical signicance. The theoretical aspect of tourism policy

is about introducing a new horizon of study within a ‘public policy’ research domain

to contribute to the existing body of knowledge. The practical implication of tour-

ism policy is to set a guideline that may direct the process of negotiation such as

provisions for using public resources (e.g. national parks, museums, zoos, etc.).

This book is dedicated to study critically various facets of tourism policy and

planning in Bangladesh. Bangladesh is a country in South Asia that is geographi-

cally surrounded by India to the east, west and south, by Myanmar to the east, and

the Bay of Bengal to the south. The country hosts more than 170million people

within a land area of 147,570 square kilometres (56,980 square miles). In recent

years until the spreading of novel corona virus (COVID-19), an uptake of foreign

remittances and readymade garments assisted the economy of the country to realize

a consistent GDP growth. However, tourism in Bangladesh is also ourishing with

a particular reference to domestic tourism. On this note, a growing GDP per capita

is creating a strong social middle class with enough disposable income to experi-

ence tourism and leisure activities. The inbound tourism is not that impressive yet

and mostly concentrated on business market segment. There are many nature-based

and cultural or heritage destinations in Bangladesh; still, the country fails largely to

attract a broader market segments of tourists. In this connection, the critical role of

a tourism policy is not investigated scientically that much. Given the tourism

potential of Bangladesh, this book is a valuable contribution towards the very lim-

ited knowledge in this identied research area. The book accommodates conceptual

and empirical research studies that link relevant theories and practices, and thereby

unies policy themes and frameworks for tourism development in Bangladesh. The

book also critically evaluates extant tourism policy and planning practices to sup-

port future endeavours. The book accommodates 18 chapters excluding this intro-

duction, which provides a brief layout of this book.

The rst chapter of the book is contributed by Sayeda, Shetu and Rahman. The

chapter sets a tone for the book by giving an overview of tourism policy in

Bangladesh. The authors systematically explore and present policy and planning

guideline for tourism development in the country. In this view, the National Tourism

Policy-2010 and 5-year scal plans of the country have been explored. The chapter

develops logical arguments to conclude some limitations in the existing policy and

planning initiatives.

The second chapter, authored by Islam and Hassan, reviews the existing tourism

administration literature with particular reference to Bangladesh. The roles and

responsibilities of the Ministry of Civil Aviation and Tourism (MoCAT) and its

associated agencies including Bangladesh Parjatan Corporation (BPC) and

Bangladesh Tourism Board (BTB) have been brought into consideration. The study

nds that the Government of Bangladesh offers diverse courses and expertise devel-

opment initiatives to create awareness among tourism administrators about tourism

laws, rules, regulations, policies, frameworks and structure. The chapter identies

some insufciencies in the tourism administration system in Bangladesh and offers

future directions for an effective tourism administration.

In the third chapter, Anika, Khan and Hassan conceptualize the roles, responsi-

bilities and benets of diverse stakeholder groups at a tourist destination. A case

analysis has been conducted with a specic reference to Kuakata, Bangladesh,

while emphasizing the roles and responsibilities of the local government. The chap-

ter focuses on obstacles, undesirable issues and inuence of stakeholder groups

that constrain tourism development and sustainable tourism practices in the region.

Overall ndings lead to a conclusion that stakeholders’ effective presence in

decision- making and implementation of actions can be crucial for sustainable tour-

ism development. Local government can play a ground-setting role for this

initiative.

In the fourth chapter, Ananya, Muneem and Hassan dene tourist facilities (the

services and products) aimed for many different forms of tourism development.

Introduction

vii

This study has utilized both primary and secondary data in which general tourists’

opinions about relevant policy support for tourism facilities provide a basis for gen-

erating ndings. In reference to some selected facilities (e.g. visa and entry, cur-

rency conversion, transportation, safety and security, accommodation, catering,

sight-seeing, and tour guiding), ndings reveal that the development of tourist

attractions with required facilities are inevitable for enhancing tourists’ satisfaction.

This chapter suggests better tourism facility offers in Bangladesh through policy

implementation of capacity building and stakeholder collaboration.

In the fth chapter, Rakib and Hassan collect data and information from both

face-to-face interviews and relevant literature studies. The chapter nds that tourism

facilities are subject to the purchase decision of tourists that can be inuenced by

various factors. The roles of design standard and development of tourism facilities

turn to be important in this regard. The inadequate policy support from the

Government of Bangladesh remains a key concern. In this vein, involvement of

local and international agencies must be conrmed to ensure the quality in standard

design and development of tourism facilities.

In the sixth chapter, Rakib and Hassan evaluate the unprecedented role of social

media, which is rather an effective tool of tourists’ connectivity. The chapter has

drawn a theoretical perspective on relevant policies attached to routes that are fol-

lowed by tourists for regional and international connectivity. Findings present that

effective utilization of tourism promotion triad with tourism promotion- connectivity-

tour route planning can play important roles for tourism development in Bangladesh.

The study identies a lack of useful policy support both for regional and interna-

tional connectivity as well as strong presence on social media. Thus, the chapter

concludes that formulating and implementing policies that can offer advantages for

tourism connectivity in Bangladesh is imperative.

Chapter 7, contributed by Akhter and Hassan, outlines the global trends of visa

and immigration for tourists and presents relevant conceptual explanations and

examples in the context of Bangladesh. The chapter then describes the existing visa

and immigration procedures of the country in an analytical way. Furthermore, the

study explores that the number of foreign tourist arrivals in Bangladesh is uneven.

However, the Government of Bangladesh follows standard visa and immigration

policy of international standards for attracting them. Both the availability and acces-

sibility of the most updated visa and immigration services and facilities in

Bangladesh are yet to be ensured. Consequently, the chapter underscores a regular

check of tourist demands can help the relevant policy planners and ofcials in for-

mulating effective, timely and benecial visa and immigration system networks for

tourists visiting Bangladesh.

In Chap. 8, Jaman, Roy and Chowdhury emphasize the need for private sector

involvement in tourism development. In order to capitalize available tourism

resources, a collaborative framework between public and private sector is inevita-

ble. The chapter is developed based on rigid statistical analysis followed by the

development of a conceptual model to judge the satisfaction level of the tourists.

Results indicate a signicant satisfaction level for respondents enjoying facilities

with the involvement of private sectors. The null hypothesis of the research is

Introduction

viii

rejected that signies the respondents’ opinion is positive in terms of involvement

of private sector in tourism industry. Overall, the study suggests that the involve-

ment of both private and public sectors can ensure smooth operation of the tourism

industry and provide the required supports to tourists for ensuring economic growth

and stability.

In Chap. 9, Sharmin, Kuri and Hassan identify the role of public and private

institutions for tourism marketing and promotion in Bangladesh. This chapter anal-

yses the framework within which public and private tourism institutions perform in

Bangladesh. Relevant tourism institutions in Bangladesh generally design and teach

course curriculum to meet the existing and future tourism demands (i.e. tourist

attraction, accommodation, transportation, food and beverages, etc.). This study

seemingly understands how these institutions can present tourism and hospitality

knowledge for creating a workforce having competent theoretical and practical

knowledge. The chapter concludes highlighting the importance of the institutional-

ization of tourism education for its further development.

Avi, Muneem and Hafsa in the tenth chapter outline the interaction of social

media networks in tourism destination promotion and administration. Social media

as a technological tool can play a vital part to both attract and manage visitors in

tourist destinations in Bangladesh. Tourist destinations in this country have poten-

tial and require considerable attention for promotion and development. Bangladesh

Parjatan Corporation (BPC) and Bangladesh Tourism Board (BTB) hold an advan-

tageous position, being the Central Government’s tourism agencies, to promote

tourism. However, both BPC and BTB fail largely to utilize social networking to

their advantage. Results show that social media can be purposive for promoting,

developing and administering tourism by means of supporting information sharing

processes and keeping stakeholders informed about the services and offers. The

effectiveness of social media however can be affected badly due to inadequate infor-

mation and communication as well as increased distance between the authorities

and beneciaries.

In Chap. 11, Kabir and Rahman review and do the proling of tourism education

and research in Bangladesh. With an exploratory approach, the study collects and

analyses data from both primary and secondary sources. The ndings reveal that

tourism education is very much connected to practice rather than theoretical knowl-

edge being co-created in class. Thus, the course curriculum requires special atten-

tion as well as the relevant institutions offering tourism education. In general, the

nature and status associated with tourism and hospitality jobs, scarcity of qualied

academicians and institutes, faulty course curriculum, accessibility to quality and

updated materials, and failure of the government to play its functional roles remain

critical for the development of tourism education and research in Bangladesh.

In Chap. 12, Johara, Yahya and Zainal assess the engagement of hospitality and

tourism employees through Talent Management Practices (TMP). This chapter

offers a better understanding of practitioners’ insights of TM practices that can

inuence the engagement of employees. Main issues attached to engagement are

discussed with practical recommendations. This study examines particularly the

views of hotel and restaurant employees and nds high turnover and low

Introduction

performance challenges that can result in a potential loss of competitive advantage.

The research uses partial least square structural equation modelling with SMART–

PLS and a positive research approach with a quantitative basis of enquiry. Results

of the research show that both TMP and engagement are regarded as higher order

construct for measuring the relationship between TM practices and engagement.

The measurement model (i.e. results of indicator, internal consistency, convergent

and discriminant validity, Heterotrait–Monotrait ratio) is tested. Overall, the struc-

tural model shows that TMP has a signicant impact on engagement, TMP is a

higher- order construct and offers deeper insights into the dynamics of TM.

In Chap. 13, Islam and Akhtar review the present tourism marketing education

and research development status in Bangladesh, and the basic purpose of this chap-

ter is to offer appropriate suggestions for this purpose. Results of this study show

that tourism marketing education and research development are required in

Bangladesh when useful coordination between different stakeholders of the indus-

try is absent. The chapter suggests that the present tourism marketing education

requires radical transformations, including curriculum, programme offering, peda-

gogy, andragogy, research, training and learning environment. This chapter further

states that tourism marketing research and education facilities are required to be

developed. These need to be well empowered for opening up national and interna-

tional opportunities for tourism businesses and markets as well as creating greater

impacts in generating GDP of the country through skilled human capital.

In Chap. 14, Hoque, Faisal, Rahman and Hassan acknowledge the contributions

of non-governmental organizations (NGOs) towards the socio-economic develop-

ments in Bangladesh. The study highlights the historical and contemporary perspec-

tives of NGOs’ involvement in tourism education. In this regard, two

Bangladeshi-origin NGOs– BRAC (Building Resources Across Communities) and

ASA (Association for Social Advancement) – have been found suitable for the

study. Accordingly, the research nds that both of these NGO-afliated universities

offer courses mainly in science and business having acceptable image, nancial and

managerial capacities. The chapter concludes that the capacities of (these) NGOs

are required to be integrated in tourism education and research for producing quality

graduates and future employees equipped with better knowledge and leader-

ship skills.

In Chap. 15, Anjum explores the policies and practices of the tourism industry in

Bangladesh on the lens of ‘gender equity’. Gender equality remains the fth agenda

of Sustainable Development Goals (SDGs) as developed by the United nations that

highlights co-existence principle in societies. Findings show that women being the

‘less included gender’ are critically absent in both policies and practices in the tour-

ism and hospitality industry. Women are underepresented in decision making and

leading positions and are comparatively less paid than men. Some more issues are

identied along the lines of gender issue and representation by women are: inequi-

table leadership, societal stereotypes and non-acceptance, work-life balance, lack of

self-esteem, lack of training, and violence against women. The study nds that the

basic reason for such issues is the non-equitable gender balance in the tourism and

hospitality industry of Bangladesh. The chapter suggests that a gradual

Introduction

development of a gender dimension followed by the reframing of policies that can

only be expected to ensure a gender balanced sustainable tourism policies in

Bangladesh.

In Chap. 16, Muneem, Avi and Hoque nd that the development of tourism in

Bangladesh is still nascent and the country fails to value tourism as a potential eco-

nomic industry. From both primary and secondary data, the study identies and

reports a number of issues creating obstacles for tourism promotion and develop-

ment in Bangladesh. The key issues being highlighted in the chapter include the

absence of a tourism master plan, no tourism quality assurance cell, poor quality of

tourist facilities and infrastructure, lack of coordination among stakeholders,

improper marketing, limited budget, and lack of awareness. The authors believe that

addressing these issues may help tourism development in Bangladesh.

Rahman identies the ultimate necessity of region-based policy within

Bangladesh in the seventeenth chapter. The chapter adopts a qualitative approach in

which desk-based literature review and opinions from various industry experts have

been consulted. The author nds that the National Tourism Policy (NTP) largely

fails to duly acknowledge the uniqueness and tourism potentials of the Chittagong

Hill Tracts (CHT). The chapter criticizes the NTP of Bangladesh, which barely

mentions CHT in any of its six chapters. Also, the community aspects (i.e. the pres-

ence and inclusion of indigenous communities) and administrative distinctiveness

are ignored while the composition of unique cultures and nature (in country per-

spective) is sidestepped. The chapter concludes with a raised demand for develop-

ing region-based tourism policies under the wider umbrella of the NTP of

Bangladesh. The study argues that the development of such policy has to be backed

by strong research inputs for ensuring coherence and endurability in planning and

formulation of strategy.

In Chap. 18, Rahman, Faisal, Hassan and Hoque conduct a critical review of the

existing tourism policy of Bangladesh and explore some key issues to be accom-

modated in future policy guidelines. Since the tourism industry in Bangladesh is

developing, there is a thriving demand for an updated and timely tourism policy.

The authors develop a framework from the extant literature to inform the core

grounds for critical evaluation. Accordingly, the current policy has been investi-

gated from three different but interrelated perspectives: policy governance, policy

conditions, and policy cycles within a tourism context. Findings suggest devolution

of authority for a decentralized platform of tourism policy is inevitable while the

policymakers have to consider the broader (macro) environmental factors for desired

policy outcomes. In addition, typical policy cycle issues are identied as proper

market segmentations, developing carrying capacities, engaging destination com-

munities, developing data framework, proper knowledge-management and so on. In

sum, an inclusive tourism policy is desired that must be reviewed and updated after

a specic time period to cope up with the everchanging nature of tourism.

Introduction