TOURISM DESTINATION BRANDING: A STUDY ON SYLHET

Abstract

ABSTRACT Bangladesh is trying to grasp benefits of tourism industry through essential development and promotional activities. This beautiful country is enriched with the longest natural unbroken sandy sea beach of the world with three world heritage sites like Shatgombuj Mosque, Sompur Bihar, and world’s largest mangrove forest Sunderbans. Sylhet is one of her beautiful regions filled with huge natural and historical resources. Sylhet is adorned with eye-catching tea estates, mighty rivers, hills and mountains, waterfalls, and different parks. Development of tourism industry contributes to the economy as well as creates huge employment opportunities. For this reason, central and regional efforts are being noticed to develop and promote this promising sector. In spite of having mentionable tourism resources and potentiality, why Bangladesh or her different prospective zones is not getting desired success–is a significant question. With other issues ‘poor brand image’ has been identified as a critical factor in several studies. In this case, greater Sylhet region is fairly ready to be branded strongly and to attract domestic and international tourists. By considering the geographic significance, identified research gap, and passion of the researcher have encouraged to conduct the study titled “Tourism Destination Branding: A Study on Sylhet”. This study attempted to explore answer of the core issues of branding Sylhet as a destination like (i) What are the key factors of branding Sylhet as a tourism destination? (ii) What are the main challenges of such branding? (iii) How those challenges can be addressed to convert it into an attractive tourism destination? In this purpose, the research objectives were to (a) explore the tourism potentiality of Sylhet region as a tourism destination; (b) measure the tourists’ satisfaction on Sylhet as a destination; (c) identify the factors that affect branding Sylhet as a tourist destination; (d) find out the challenges of branding Sylhet as a tourist destination; and (e) recommend some policy suggestions for effective branding of Sylhet as a destination. The researcher has purposively chosen Sylhet as the study area. The population of the study is all of the visitors and tourists who travel different tourist spots of Sylhet region throughout the year. To conduct the study, data have been collected from three different groups. Firstly, four experts were selected for in-depth interview based on judgment. In the second step, total 100 tourists were interviewed randomly based on a structured questionnaire. Data collection venues were selected based on the popularity iv

(mostly traveled) of the tourist spots. During the interview, probability sampling technique was preferred to get more representative opinion. Finally, a focus group discussion (FGD) was conducted to enrich the findings and recommendations of the study. Total nine participants have contributed on different aspects of tourism potential, challenges, required initiatives and so many relevant issues. Their opinions have been accumulated to draw conclusion in the study findings and recommendations. Secondary data have also been used where required. Collected survey data were processed with the help of software. Experts’ views and opinion of the FGD participants have been analyzed qualitatively. The overall attitude of the tourists has been found positive toward Sylhet as a tourism destination. Factors relating to the tourism infrastructure; leisure and recreation facilities have scored lower. On the other factors they have shown satisfaction which indicates the potentiality of Sylhet as a tourism destination. Five key dimensions were selected to determine the image of Sylhet. In the 5.0 point scale, tourism resources has scored 3.4375; Tourism environment is 3.3968; Tourism infrastructure is 2.754; Leisure and recreation facilities are 2.8529; and Overall factors are 3.3774. Mean score of these variables is 3.16372 which indicate the positive attitude toward this destination. Out of 34 attitudinal questions 21 has been considered positively and 13 items negatively by the respondents. Among them, six factors have scored very poor which are treated as the key challenging factors. Those are (i) Accommodation facilities close to the tourist spots; (ii) Adequate scopes of hunting/fishing/swimming during tour; (iii) Availability of quality restaurants near the tourist spots; (iv) Number of museum, zoo, and similar attractions (v) Access to the information of tourist spots and relevant services; and (vi) Transportation systems to the tourist spots from the district headquarters. To accelerate the pace of converting Sylhet into an attractive tourism destination, integration among the different levels of government bodies is highly required. Prioritization of tourism sector, integrating the schemes among the responsible organizations, introducing transportation services to the major tourist spots, accommodation and foodstuff services in the spots, offering safe and clean destination, access to information and recreational services, providing useful information etc have been recommended in the study.