Evaluation and Rebranding of Destination - Essay Example

Id Evaluate and rebrand a destination Introduction Here in this essay evaluation and rebranding of tourism destination will be discussed. The destination country is Bangladesh. Bangladesh is a very small country situated in South Asia. Now a day’s tourists around the world are very demanding in nature. They look for every single details of their destination before leaving for that place. Tourists around the world try to gather as much knowledge as possible. This essay will help tourists to get a clear picture about the tourism scenario of Bangladesh. It would help Bangladeshi Government also to evaluate their tourism industry. This essay will critically evaluate and rebrand Bangladesh as a tourism destination. This essay will discuss different aspects relating to evaluations and rebranding of Bangladesh as a destination for tourism. Every tourism destination around the world must evaluate and rebrand their present scenario regularly. Evaluation and rebranding will help Bangladesh to attract more tourists in the country. Proper evaluation will help Government of Bangladesh to know their strengths and weaknesses and according to that they can rebrand their country as an attractive destination for tourists. Tourism industry in Bangladesh is developing from last few years and Government of Bangladesh is now much more concerned for improving this industry. They want to earn revenue and foreign currency through this tourism. They want to offer their tourism as best value tourism in the world. The tourist attractions include historical places, monuments, sea beaches, resorts, and forest and picnic spots. Ministry of Tourism of the country designs some policies and strategies for the promotion and development of tourism. The Ministry also wants to maintain the Beautiful Bangladesh campaign. Dhaka, the capital of the country always attracts people from closer to distant through the decade. All the ages of people like to go Dhaka for refreshment, education, job and shopping. But not only Dhaka, the tourism industry now wants to promote other places also which have real natural beauty. If these places will get promotion then only these will be famous in the world. As a neighbour country India always supported about the development of tourism in Bangladesh and will be supported in future also. Evaluation of destination In this section of the essay details evaluation of Bangladesh as tourism destination will be done. It is a small and beautiful country. In 2011 the country was listed as the best value destination by organization called Lonely Planet. The country is having many rivers. The country is having world largest unbroken natural sea beach in Coxs Bazar. It attracts lots of tourists around the world. As there are lots of rivers in the country the country is having lush green landscape which is also very soothing for eyes. This has its positive impact on the tourism of Bangladesh. On the other hand rivers in the rainy season are very dangerous and floods are very common in the country floods often dampen moods of tourists. Travelling by boat is also a very attractive feature of Bangladeshi tourism. It helps tourists around the world to experience the country from an unusual but exciting point of view. The country is one of the most densely populated countries in the world. People of the country are very friendly and simple in nature. Local people are very helpful. It is a very positive sign for Bangladeshi tourism. Due to the helpful and supportive nature of local people tourists around the world do not face difficulties to roam around the country. The country is having its own slow pace of life style. This destination is not at all that much fast and busy like other tourist destinations around the world. The country is having its own slow pace of life style. It is a place for slow relaxation. Here tourism industry faces huge problem of language barrier. Most of the people are Bengali speaking. English is also being used but very negligible. Tourists around the world face communication problems in the country. The country is a young tourism destination in the world. In between 2006 and 2010 country has experienced an average growth of 15% in terms of number of tourists. The country is trying to improve its tourism industry. Product like Dhakai Sarees attracts many foreign and domestic tourists to the country. The country is having reach culture and historical archaeological Places. Places like Sonargaon, Shait Gombudge Mosque, Paharpur, Mainamati, Mahasthangarh, Lalbagh Fort, Kantajis Temple, Sitakot Vihara and Vasu Vihara are very famous and suitable place for tourism. These places are very reach in terms of archaeological value. One of the major problems of the country is poor infrastructure. Due to poor infrastructure different tourist places are losing their glamour. Maintenance of those tourist places in the country is generally neglected. It often reduces number of tourists in those places. In the south eastern part of the country there are hill tracts also. Hill tracts in the country are also very famous destination for tourism. These hill tracts are situated towards south eastern part of the country. Different hill tracts like Bandarban, Rangamati and Khagrachhari are very famous tourist destination. All this hill tracts are situated nearby Chittagong division. Places are very beautiful. Communication, road and transport system is not up to the mark. Tourists don’t get appropriate facilities like proper transportation for travelling and often don’t find that much god hotels in this area. Conditions of roads are also very poor. All these conditions are certainly not going to increase number of tourists. Climate of a country plays very important role in their tourism. The country is having three seasons one is monsoon, winter and summer. During the summer the country has highest day time temperature of almost 42ºC. Humidity level is very high causing lots of sweat. In the winter temperature drops up to 3ºC during night time. This time of the year is generally dry and conducive for tourism. The country is having very prominent rainy season which is three months long apart from intermittent rain caused from different depressions situated from Bay of Bengal. This time of the year tourism industry slows down in the country. Level of air pollution is very high in the country. Capital city Dhaka is one of the most polluted cities in the world. Air pollution is a serious concern for the country in terms of tourism destination (World Tourism Organization 79-84). Political scenario of country is very important for the evaluation of tourism destination. Present political scenario of Bangladesh is very much settled. It is a democratic country. People of the country elect their prime minister by voting. All though the present political scenario is suitable for tourism but the country is having serious threat from different Islamic extremist groups (Kirshenblatt-Gimblett 124-128). Visa policies are also very important aspect for foreign tourists. Bangladesh is having pretty strict visa policies. Israeli passport holders are not allowed in Bangladesh. The country is not having on arrival visa system. Tourists have to apply for visa prior to their tour (Beirman 133-136). Hotels and restaurants are very important for any tourism destination. The country is having good hotels in Dhaka which is the capital city of the country. In the rest of the country quality of hotels are very average. Facilities of hotel are very limited in other parts of the country. It is a serious problem and impacting tourism of the country negatively. Hotels are very cheap but qualities of those hotels are not at all suitable for attracting more tourists in the country. Food is also a very important factor for attracting tourists from different part of the world. There are many Chinese restaurants in Bangladesh. Apart from Chinese restaurants there are continental restaurant as well in major city like Dhaka. In the rural area facilities of hotel and restaurants are very less. In those places tourists have to depend on local foods. The country is surrounded by seas. The country is having huge varieties in sea foods. Quality of sea foods is very special and famous in world. Here tourists will find different local dishes which are clean, attractive, well-cooked and healthy. Prices of food are very reasonable. Foods are very delicious. Food of Bangladesh attracts many tourists in the country. Safety and health is also an important factor for evaluating any tourism destination. The country is lagging some what in this aspect. The country is having some of the typical South Asian diseases like Hepatitis A, Polio, Typhoid, Adult diphtheria & tetanus, Tuberculosis, HIV, Malaria and Measles. All this kind of diseases often portrays negative image of the country to world people. Social safety is also problem in the country. Very often tourists face different problems like robbery, kidnapping and rape etc. All these factors are making Bangladesh a venerable place for tourism. In every country government plays an important role to develop tourism industry. In Bangladesh only one national tourism organization is there to develop the industry. Name of the organization is Bangladesh Parjatan Corporation. The organization is very old but their activities to improve the tourism scenario in the country are not very much satisfactory. The organization is failing to utilise its allocated budget for the industry. The government has not been able to come up with any official travel agent, hotel guide and operators guide. It shows the level of ineffectiveness from the side of government. Recently some private group are trying to come up with all this facilities. But those endeavours are not at all enough. Society culture is also a very important factor for evaluating any tourism destination. Bangladeshi people are generally very conservatives and orthodox in nature. The society is having high power distance. The country is having very reach heritage of culture. People are having attraction towards music, dance and arts. Educated people of the country are very modern and open minded. The society is having a problem of gender discrimination. Women are treated in a conservative way. Culture of the country is partly suitable for tourism destination. Technical infrastructure is also a very important factor for any tourism destination. The country has progressed very little in this aspect. The country faces problems in high speed data transfer, modern communication system like metro rails etc. The country is lagging behind in terms of on line ticket booking and on line payment systems. All the above aspects are showing that the country is having huge potential of becoming a very attractive tourist destination for national and international tourists. The country need to pull it shocks up and have to focus towards their weaknesses. The country has to improve a lot from its present scenario. It is very much possible but road is very tough. Rebranding of destination Coming to the rebranding part of the destinations in Bangladesh this must be stated that Bangladesh has so many places which have real natural and scenic beauty. Nature is pure and refresh in the major portion of the country. The tourism industry should use these positive signs in their promotion and rebranding part. Brand means exclusive design, sign and symbol and it is generally create a unique image of a product or destinations. Brand generally helps to identify and differentiate a particular product or destination from its competitor’s brands. Here the products or destinations are the various tourist spots in Bangladesh which have to rebrand to make a difference from the other country’s tourist destinations, specially the neighbour countries. Rebranding means the creation of a new look or image than which would be much better than the existing image. Now the rebranding of Bangladesh tourism will develop a different identity in the minds of tourists. Often rebrand involves radical changes to brand’s logo, image, promotional strategy, marketing strategy and advertisement theme. A brand ambassador can be selected who is famous in the world wide. Promotion and advertisement through the brand ambassador will be more effective and felt a good impact on the travellers in the whole world. Here the tourism destinations of Bangladesh are still developing and for that reason rebrand is required to give a new look in these destinations. Some changes are required to give this new look. Infrastructure development, transportation development etc are required. Elimination of negative images is very much required at first which are more or less still applicable in case of tourism in Bangladesh (Kandari and Chandra 105-110). People know that the communication system, transport system, rail services are not so good or improved in this country. Brand image depends on these factors. So government should improve these sectors at first. Some luxurious hotels and resorts have to build to provide highest level of comfort to the tourists. Eco tourism resort will get success in this case. Luxury plus pollution free atmosphere can be provided through it to the travellers. All the websites related to tourism industry of the country should be updated and well briefed. Otherwise travellers will not get proper and detailed information about the tourist destinations and offered facilities. A good, well designed website can change the perception of a traveller. Unique photography which is related to these destinations and the beauty of nature in Bangladesh will attract the tourists from different part of the world and influence them to visit again and again. The concept of tourism services should be modern and relevant to the customer’s need. There should be facilities in the web sites for online booking tickets and accommodation in hotels. Highlight the major tourist spots are very much required in case of promotion. Those are specially Dhaka city, Sylhet city, Chittagong, Rajshahi, Dinajpur, Cox’s bazaar, Gazipur, Bagerhat, Manikgung, Bogra, Mymensing, Rangamati, Khulna, Mirpur, Comilla, Paharpur, Kushtia etc. Besides the Padma River, some picnic spots will also get attraction from the tourists as the river is famous in the world for Hilsha fish and by its natural beauty also. This is the main river in the country. People will enjoy the fish meals in restaurants over here as the Bangladesh is famous for fresh and variety of fishes. This may be another point of attraction to the people and restaurant business will also be flourished. Vacation packages should be attractive such as cheap flight fares and value for money residence (Singh, Dallen and Kingston 123-124). Travel agents should restore the confidence in the foreign market. Cox bazaar beach can be promoted as a hot destination for foreigners at first and then the domestic tourists and neighbouring countries (Kolb 20-24). There should be facilities of different kind of entertainments and water games like scuba diving, sea fishing, swimming, water skiing, parasailing, water scooter etc like the other major beaches in the world. So these must be promoted through promotional activities. Motivating domestic customers will another set of target to the travel agents because these would be more convenient for them to choose in house destination rather to go outside of the country and invest their money to enjoy those places. If they will get same pleasure, enjoyment and facilities in their home country then this will be more suitable for them and cost effective also. The problem of making passport, getting visa, booking air tickets these will be removed and they can enjoy a hazard free trip within less time. They can go for a trip on tomorrow after planning today also. Hills are exist in the southeast and northeast section of the country which also the place of attraction for tourists. The semitropical monsoonal season with highest amount of annual rainfall in the world make a nice climate over here. But during heavy rainy season [May to October] travel can be difficult. At the time of marketing this information should be given to the travellers otherwise image of tourism can be hampered. Presently most international visitors are there for the purpose of business. If the government will improve the roads, sewage system, airports and transport system, increase the number of airports in the country then this will attract the foreigners to come and visit the country not only for business purpose but also visit as a superb travelling destination in the world (Hudman and Jackson 436-438). Bangladesh has so many tourists’ sites like the National Memorial, Liberation War Museum, Shahid Minar, National Parliament House, hateer jheel, Lal Bag fort, tomb of Pari Bibi [a daughter of one of the moguls] at Dhaka; Boga lake, Foy’s lake, Patenga Lake etc; Cox’s Bazar beach, Inani beach, Dariyanagar caves in Cox Bazar etc are very attractive places in the country. Cox bazaar beach is famous beach stretching 70 miles on the Bay of Bengal. Bangladesh can increase its national income in foreign currency by developing these potential destinations as recognizable attractions in the world. Definite and coordinate steps can be taken by the tourism department to fulfil the plans even if along with foreign assistants. The key points of their promotional strategy will be the resources of Bangladesh which include a big river, mangrove forests, rich and diversified cultural heritage, eye-catching hills, beaches, tribal life style and last but not the least natural beauty. Tourism can plat a very important role in all the developing country and Bangladesh is not an exception in this case. It will generate socio economic benefits including employment opportunities and the expansion of economic activities. There will be improvement of balance of payment. Tourism can definitely contribute economic freedom of the country though the country is facing some political disturbances. As this country has a labour intensive economy so more employment opportunities are essential which can be fulfil to some extent through the improvement of tourism industry. Tourism of this country will obviously offers better marketing opportunities in good prices. It will not only develop the economy but also help to develop mental state of people which is also important for improving work efficiency. The development of low cost integrated tourism facilities in north eastern areas, coastal areas, hilly districts and especially at Chittagong will bring a change in the tourism industry. Implementation of priority and promotional programmes, projects and events are required in accordance with a proper plan. The Bangladesh Parjatan Corporation which was established in 1973 has the dual responsibilities of development and promotion of tourism industry in the country. It has to renovate the existing facilities and implement new facilities for the betterment of progress. These facilities include hotels and accommodations, restaurants, duty free shops, land and water transport among different tourist spots in the country. Facilities should be proper and appropriate to fulfil the demand of the domestic and international tourists. Bangladesh has many places of worship which will attract the religious travellers. Baitul Mukarram is the national mosque in the country. A Buddhist monastery called Somapura Mahavihara is located at Rajshahi district of North Bangladesh. Tourists also can see British architecture like Curzon Hall which is a 100 years old town hall built in British style. This country also can get an attractive position to the wild life lovers across the world as it has a mangrove forest which is well known for Bengal tigers, Asian elephants and Hoolock gibbon. Some documentary films also can be made for promotional activities of tourism business of the country. Conclusion The essay clearly shows that Bangladesh is having immense potential of becoming a world tourism destination. There are certain limitations which are creating problems for the country. If the country seriously wants to be a tourism destination it has to work very hard to manage all different issues or problems. The country has to bring huge changes in their infrastructure. The present evaluation is showing that country’s position as a tourism destination is not very much prominent. There is huge gap between expectation and original situation. The country has huge scope of improvement. Government of the country as well as private companies of the country must take more responsibilities to improve the present scenario. It shows that only potential is not enough for achieving any objective. Conducive atmosphere and modern infrastructures are also needed. The stage is set for the country but it has to maintain it properly. There is no scope of complacency. The country has to improve continuously to reach to their goal. At the part of conclusion this can be stated that the country Bangladesh has all the possibilities for improving its tourism business. 700 rivers flow through the country including the Ganges [Locally the Ganges is known as Padma]. Mangrove forest, wild life, sea beaches, historic monuments, British architecture, natural tourist spots, religious places (like temples, mosque) etc are important elements to promote the brand of tourism business. This country specially the Dhaka city is famous for shopping of the some products like textiles, carpets, leather goods, gold, silver etc. the food and restaurants can be another point of attraction. Apart from that representing the brand after rebranding with several strategies is another important part. Representation should be in a smart way. The country receives most of its visitors from Asia and the Pacific. More than 30% travellers come from India. Promotional strategy has to apply on these places especially in India. Exciting facilities in tourism business will help for the improvement of economy which is still developing and also increase the employment opportunities throughout the country. Works Cited Beirman, David. Restoring Tourism Destinations in Crisis: A Strategic Marketing Approach. Sydney: Allen & Unwin. 2003. Print. Hudman, Lloyd and Richard Jackson. Geography of Travel and Tourism. Boston: Cengage Learning, 2003. Print. Kandari and Asish Chandra. Tourism, Biodiversity and Sustainable Development: New directives in hospitality and tourism. New Delhi: Gyan Publishing House, 2004. Print. Kirshenblatt-Gimblett, Barbara. Destination Culture: Tourism, Museums, and Heritage. California: University of California Press. 1998. Print. Kolb, Bonita. Tourism Marketing for Cities and Towns: Using Branding and Events to Attract Tourists, Volume 10. London: Routledge, 2006. Print. Singh, Shalini., Dallen Timothy and Ross Kingston Dowling. Tourism in Destination Communities. New York: CABI. 2003. Print. World Tourism Organization. A Practical Guide to Tourism Destination Management. New York: World Tourism Organization. 2007. Print. Read More