8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 1/57
An Internship Report On
“Problems and Prospects of Tourism Companies in Sylhet -Customer
Perceptions Regarding Services of orthern !"posure #angladesh$
Submitted to%epartment of #usiness Administration
&eading 'niversity( Sylhet)
Supervised by*r) *d) Abdul *uhith Cho+dhury
Senior Lecturer Department of Business Administration
Leading University, Sylhet.
Prepared by *d) *untasir Ahmed ,han
ID: 1111!"BBA #rogram
$a%or in &uman 'esource $anagementDepartment of Business Administration
Leading University, Sylhet.
%ate of Submission *arch ./( .012
(This report has been prepared for submitting to the Department of Business Administration, Leading University,
Sylhet, as a partial requirement for fulfillment of the Bachelor of Business Administration rogram!"
&etter of Transmittal
() $arch, (1*$r. $d. A+dul $uhith ho-dhurySenior Lecturer Department of Business AdministrationLeading University, Sylhet.
Su+%ect: Su+mission of internship report on #ro+lems and #rospects of /ourism ompanies in
Sylhet0 ustomer perceptions regarding services of orthern 23posure Bangladesh4
Sir,It is a great pleasure for me to su+mit the internship report on 3Problems and Prospects of
Tourism Companies in Sylhet- Customer Perceptions Regarding Services of orthern
!"posure #angladesh$) /his has +een prepared as a part of partial fulfillment of BBA program.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 2/57
Although the preparation of the study -as not an easy tas5 for me, I have en%oyed ta5ing up thechallenge and tried to face the pro+lems -ith patience. /his study gave me a real life e3perienceand opened my eyes helping me visuali6e the actual +usiness environment. It helped me gather various forms of 5no-ledge and increased o+servation po-er regarding tourism +usiness.
I have given my +est possi+le effort to prepare this report and tried to present all the relevantaspect that I have found through this study during my -or5ing days. I -ill +e glad if the reportcan serve its purpose and I also hope that my internship report -ill meet up to your e3pectation.&o-ever, if you need any farther clarification from any part of this report, then please let me5no- a+out it and I -ill try my level +est to ma5e it understanda+le to you.
/han5ing 7ouSincerely yours,
000000000000000000000000000000$d. $untasir Ahmed 8hanID: 1111!"BBA #rogram$a%or in &uman 'esource $anagementDepartment of Business AdministrationLeading University, Sylhet.
&etter of %eclaration
At first I -ould li5e to declare that this report is prepared honestly and sincerely. /he study is
original in nature. I have tried my +est to ma5e this report analytical, informative and descriptive.
I also ensure that, this report has not +een su+mitted to any other person earlier and -ill not +e
su+mitted to anyone in future.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 3/57
99999999999
$d. $untasir Ahmed 8hanID: 1111!"BBA #rogram$a%or in &uman 'esource $anagementDepartment of Business AdministrationLeading University, Sylhet.
&etter of Acceptance
I am pleased to declare that $d. $untasir Ahmed 8han, ID: 1111!", Department of Business Administration, Leading University, Sylhet, has +een given -ith the topic “Problems
and Prospects of Tourism Companies in Sylhet - Customer Perceptions Regarding Services
of orthern !"posure #angladesh)$ for analysis and -riting an internship report on thesu+%ect. &is -or5 is uite satisfactory and I am glad to affirm that the entire pro%ect -or5 has +een conducted under my direct and active supervision.
o- I am convinced to permit him to defend this internship report +efore the respective panel of
%udges.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 4/57
I also hope that the internship report is an original one and has not +een su+mitted else-here
previously for pu+lication in my form. &e is sincere, honest and hard -or5ing. I hope that this
pro%ect -or5 -ill contri+ute this career.
I -ish his all the success in life.
000000000000000000000000000000$r. $d. A+dul $uhith ho-dhurySenior Lecturer
Department of Business AdministrationLeading University, Sylhet.
Ac4no+ledgement
I -ould li5e to mention the contri+utions of all those -ho have inspired, influenced and guidedme on the -ay of completing this report successfully. ;irst of all, I -ould li5e to than5 myhonora+le supervisor, $r. $d. A+dul $uhith ho-dhury, Senior Lecturer of BusinessAdministration, Leading University, Sylhet, +ecause of his 5ind sincere guidance and personalsupervision throughout my -or5.
o-, I -ould li5e to e3press my gratitude to our honora+le teacher professor Dr. $d. 8ismatul
Ahsan, <ice0hancellor =Acting> of Leading University for providing such an opportunity. I also-ish to ac5no-ledge my gratitude to all my respected teachers of Department of Business
Administration for their suggestions and 5ind cooperation.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 5/57
Besides, I -ould li5e to e3press my heartiest gratitude to ;aisal $ohammad Shahriar =2? of
orthern 23posure Bangladesh> for his sincere cooperation. It -ould not have +een possi+le to
prepare the internship report -ithout his help and valua+le advice and instructions.
;inally, I -ould also li5e to than5 my lovely classmates and friends for their continuous
cooperation.
!"ecutive Summary
/his internship report is +ased on the pro+lems and prospects of tourism companies in Sylhet and
a study on orthern 23posure Bangladesh and my three months long internship program that
have done under different des5s of orthern e3posure Bangladesh, from 1 Decem+er (1@ to
1 $arch (1* as a reuirement of BBA program on school of +usiness, Leading university,
Sylhet.
/ourism is one of the most promising sectors for Bangladesh -ith her huge natural +eauty, heroic
historical +ac5ground and archaeological resources. /his study has identified -hether the
contri+ution of this sector is significant to total D# of Bangladesh and its future prospects as
study pro+lem. It has served the o+%ectives of assessing different aspects of tourism -ith point to
point analysis. Secondary data collected +y Bangladesh 2conomic 'evie- (1, Bangladesh
#ar%atan orporation and orld /ravel C /ourism ouncil have +een analy6ed -ith some simple
statistical tools. 'ecommendations are made for development of infrastructures, diversifications
of tourism form and esta+lishment of #u+lic #rivate #artnership =###> in tourism sector.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 6/57
/ourism is one of the fastest rising industries in the -orld. It has enormously gro-n, especially
over the last fe- decades. It is also rising +ecause the glo+al citi6ens no- often ta5e even the
slightest of chances to visit uncharted territory in the glo+e. So, countries around the glo+e are
eager to invest more and more in tourism development. &o-ever, -ith rich re-ards, tourism has
some dra-+ac5s too. At the forefront of all demerits of tourism is its impact on local culture and
the environment. Still, these demerits cannot out-eigh the enormous economic +enefits of the
tourism industry.
/hrough a glimpse of the tourism activities in our country, it appears, the tourism sector of the
country has +een suffering from serious shortcomings of especially policy initiatives from +oth
the government and private entrepreneurs. /ourism offers immense opportunities to increase
economic activities of the country. /he government thus should ta5e effective steps to develop
the tourism sector through ensuring professional and dynamic leadership as early as possi+le.
Table of ContentsChapter 1 Introduction
Introduction (
Bac5ground of /he Study !
?+%ective of /he Study !
Scope of /he Study !
$ethodology of /he Study @Limitations of /he 'eport *
?rgani6ation of the Study *
Chapter . &iterature Revie+
Definition of /ourism
/ourism in Bangladesh 0)
#ast and #resent scenario of /ourism inBangladesh
)0E
Studies on 2co0/ourism E01
Sustaina+le /ourism 101)
/ourism and its impact on 2conomy 1)
Chapter 5 Organi6ational Profile
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 7/57
Contents Page o
?vervie- of the Business (
ompany &istory (10((
<ision (($ission ((
Successes and $ilestones (!
hapter @: S7OT Analysis of Tourism Sector in Sylhet
S?/ Analysis of /ourism Sector in Sylhet (@0("
Chapter 2 Analysis of Customer Satisfaction on orthern !"posure #angladeshAnalysis of the report (0!@
Chapter 8 9indings of the Study
;indings of /he study !*0!)
Chapter : Recommendations
'ecommendations !E0@(
Chapter / Conclusiononclusion
@!0@@
Fuestionnaire @*0@"
'eference @
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 8/57
Chapter-1
ITRO%'CTIO
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 9/57
ITRO%'CTIO
In my report I tried to pic5 up the data considering #ro+lems and #rospects of /ourism
ompanies in Sylhet0 ustomer #erceptions 'egarding Services of orthern 23posure
Bangladesh. /ourism sector is a potential one in all over the -orld. Bangladesh is a country of
natural +eauty. Its +eauty is spread all over the countryside -hich could +e a -onderful tourist
spot. /hough it is not yet developed in Bangladesh for various reasons. ;rom very +eginning of
independent to till no- there havenGt +een ta5en any step to develop this sector. But there is
much potentiality in this sector. Sylhet is a prime attraction for all tourists visiting Bangladesh.Sylhet division occupies the north east part of Bangladesh, has an area of 1(*E" s. 5m. and a
population of E.)EE million, laying +et-een the 8hasia and the Haintia hills on the north, and the
/ripura hill son the south. It =Sylhet> +rea5s the monotony of the flatness of this land +y a
multitude of terraced /ea gardens. /he Shrine of &a6rat ShahHalal, Sri haitannya Dev /emple,
Shahi2idgah, our o+inda ;ort, Haflong , /ama+il, Sripur, HointapurGs 'a%+ari, Srimongol,
$adha+5unda aterfall, La-acherra 'ain ;orest, &andicrafts of Sylhet, $anipuri Dance and so
on. In my study, I mainly focus on Sylhet. I find a great potentiality as a tourist spot in Sylhet,
although it is not -ell05no-n to most of the people. I ma5e my report to find tourism sectors
possi+ility, recover its pro+lems and its potentiality as a -onderful tourist spot in future. At
present, some of people are visiting this place throughout the year. And the rate of the visitors is
increasing gradually, especially in -inter and spring time. $oreover, if there +uild up any
interesting infrastructure li5e amusement par5 and related things, many tourists -ill visit there
and there -ill +uild up related small +usiness as -ell as medium enterprise. hich ultimately,
develop the living standard of local people as -ell as -ill ma5e some contri+ution on ational
Income4. Several pro+lems have founded in Sylhet these are lac5 of financial support from
government, political pro+lems, safety and security, lac5 of transportation system, a+sence of
training institution related to tourism, lac5 of mar5et information, hotel facility. If overcome
these pro+lems then lots of tourists -ill visit in Sylhet.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 10/57
#ac4ground of the Report
Bachelor of Business Administration =BBA> ourse reuires a three months attachment -ith an
organi6ation follo-ed +y a report assigned +y the faculty supervisor. I too5 the opportunity to do
my internship in orthern 23posure Bangladesh. $y internship -ith the organi6ation started on
1 Decem+er (1@ and finished on 1 $arch (1*. Actually this is a feed+ac5 -hich department
accepts from the students -ho %oin in an organi6ation after the completion of theoretical part of
the BBA program. $y faculty supervisor $r. $d. A+dul $uhit ho-dhury, Department of
Business Administration, Leading University Sylhet, instructed me to prepare a report on
Problems and Prospects of Tourism Companies in Sylhet- Customer Perceptions
Regarding Services of orthern !"posure #angladesh3 as part of the fulfillment of internship
reuirement.
Ob;ective of the Study
eneral o+%ective :
/o identify the +arriers for developing tourism in Sylhet and provide
some suggestions to overcome those.
Specific o+%ective
/o +uild up 5no-ledge a+out this sector for future action in this field.
/o find out the service pattern for the tourist and the pro+lems faces +y
the foreign tourist for solution of these.
/o get a conceptual idea a+out tourism.
/o find out the -ea5nesses of tourism in Sylhet.
Scope of the study
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 11/57
In this report, I have covered pro+lems and prospects of tourism companies in Sylhet. But, I have
failed to point out different tourist spots in Sylhet. &o-ever, this report contains some important
issues -hich are crucial for the improvement of Sylhet. It can +e used for future development of
tourism companies as -ell as spots of Sylhet.
*ethodology of the Study
/he report is descriptive in nature. Different data and information are used to meet
the goal of this report. /-o types of data are used to prepare this report. /hey are
primary and secondary. /hose data and information -ere collected from various
sources.
Sources of Primary data
o ?fficers
o lients
*ethod of collecting primary data
o #ersonal o+servation -ith officers.
o ;ace to face conversation -ith officers
o ;ace to face conversation -ith client.
Secondary Sources of %ata
o Internet.
o Different pu+lications regarding /ourism.
<uestionnaire %esign
Fuestionnaire -as prepared -ith +oth open and close ended uestions. /he target population -ascustomers -ho -ere en%oyed facilities of orthern 23posure Bangladesh. /he total sample -as
( customers of orthern 23posure Bangladesh, Sylhet.
%ata Analysis and report +riting
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 12/57
/o complete this report different computer soft-are are used $S -ord, Ado+e 'eader. ollected
data -ere synchroni6ed according to meet the o+%ective of the report. ;inally findings are dra-n
+ased on analysis and recommendations are given to overcome the pro+lems.
&imitation of the study
I have given my +est effort in preparing this report and there -as no lac5ing to-ards my
dedication. /his report is an overall vie- of orthern !"posure #angladesh. But there is some
limitation for preparing this report.
•
In many cases, up to date information is not pu+lished.
• Due to lac5 of practical e3perience, some errors might +e occurred during the study.
• 2mployees are too +usy in their responsi+le fields they could hardly provide little time to
having me discuss -ith them.
• ?nly three months is not enough to understand all the activities.
• 'elevant data and document collection -ere difficult due to the organi6ations
confidentiality.
Organi6ation of the study
/he follo-ing report consists of eight chapters: Introduction, Literature 'evie-, ?rgani6ation profile, Analysis and ;indings, 'ecommendation and onclusion.
Under Introduction, it has given a detailed introduction to the scope of the report and hasindentified the pro+lem -hich -ill +e treated under the study. Under methodology it has given ane3planation a+out primary and secondary data sources. &ere discussed a+out ho- I have got
information. ;or the report purpose I have collected my data +y using primary and secondary.
Under chapter (, Literature 'evie-, it addresses the theoretical +ac5ground +ehind the study anddescri+es a+out /ourism in Bangladesh, #resent and #ast scenario of /ourism, tourism and itsimpact on economy, sustaina+le tourism, and studies on eco0tourism.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 13/57
Under Analysis and ;indings, it descri+es the report results analysis. /hrough this chapter anyone can get adeuate 5no-ledge a+out customer satisfaction these are company professional,company convenience, responsive to-ard customers, comparison service and price etc.
Under onclusion and 'ecommendation, it -ill initiate final research findings and suggest
recommendations for future enhancement of the sector.
Chapter-.
&iterature Revie+
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 14/57
%efinition of Tourism
/ourism is travel for recreation, leisure, religious, family or +usiness purposes, usually for a
limited duration. /ourism is commonly associated -ith international travel, +ut may also refer to
travel to another place -ithin the same country. /he orld /ourism ?rgani6ation
defines tourists as people Jtraveling to and staying in places outside their usual environment for
not more than one consecutive year for leisure, +usiness and other purposesJ. /ourism has
+ecome a popular glo+al leisure activity. /ourism can +e domestic or international, and
international tourism has +oth incoming and outgoing implications on a countryKs +alance of
payments. /oday, tourism is a ma%or source of income for many countries, and affects the
economy of +oth the source and host countries, in some cases +eing of vital importance.
Tourism in #angladesh
/ourism in Bangladesh is a developing foreign currency earner. /he country -as listed
+y Lonely #lanet in (11 as the J+est value destinationJ.
BangladeshKs tourist attractions include, historical and monuments, resorts, +eaches, picnic spots,
forests and tri+al people, -ildlife of various species. Bangladesh offers ample opportunities to
tourists for angling, -ater s5iing, river cruising, hi5ing, ro-ing, yachting, sea +athing as -ell as
+ringing one in close touch -ith pristine nature.
In the northern part, comprising the 'a%shahi division, there are archaeological sites, including
the temple city #uthia in 'a%shahi the largest and most ancient archaeological
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 15/57
site, $ahasthangarh in Bogra the single largest Buddhist monastery, #aharpur in aogaon the
most ornamental terracota &indu temple in Bangladesh 8anta%i /emple, and many ra%+aris or
palaces of old 6amindars.
In the south0eastern part, -hich is the hittagong division, there are natural and hilly areas
li5e hittagong &ill /racts, along -ith sandy sea +eaches. /he most nota+le +each, in o3Ks
Ba6ar , is a contender for the title of longest un+ro5en sandy sea +each in the -orld. o3Ks
Ba6ar is the longest natural un+ro5en sea +each in the -orld.
In the south0-estern part, mainly the 8hulna Division, there is the Sundar+ans, the largest
mangrove forest of the -orld -ith 'oyal Bengal /iger and spotted deer . /he historically and
architecturally important si3ty domed mosue in Bagerhat is a nota+le site. In the north0eastern
part, Sylhet division, there is a green carpet of tea plants on small hilloc5s. atural reserved
forests are great attractions. $igratory +irds in -inter, particularly in the haor areas, are also very
attractive in this area.
$inistry of /ourism and /he ivil Aviation $inistry designs national policies for the
development and promotion of tourism. /he $inistry also maintains the Beautiful Bangladesh
campaign.
Present and Past scenario of tourism in #angladesh
/he tourism sector of the country is undergoing a terri+le phase this year, as a result of the
ongoing non0stop +loc5ades and occasional hartals. /he sector has incurred losses of at least
1crore =/a5a>, as foreign tourists have cancelled their +oo5ings, +ecause of the ongoing political
unrest in the country. And tour operators have had no option +ut to refund the +oo5ing money.
'estaurant o-ners and hoteliers in o3Gs Ba6ar, the countryGs main tourist destination, are
logging losses of *crore =/a5a> in +usiness, a day. According to the /our ?peratorsK Association
of Bangladesh =/?AB>, the uantum of losses -ould go up in the pea5 season, since the
country-ide +loc5ade has +adly disrupted the hotel, motel, rest house, restaurant, guest house
and transportation +usinesses.
During the last five years =(10(1@> Bangladesh received a total num+er of 1*,(E, visitors
and earned US @1!. million. In order to ma5e these figures more relia+le at the national and
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 16/57
at the international levels, steps should +e ta5en +y the government to moderni6e the methods of
collecting such statistics. /here is a /ourism Satellite Accounting System for aggregating the
figures of tourist arrivals and earnings, -hich have +een introduced +y the United ations orld
/ourism ?rgani6ation =U/?>. /he orld /ravel and /ourism ouncil =//> and U/?
reports say that international arrivals have +een positive in (1(, although in the 2uro Mone, due
to sovereign de+t issues and national austerity policies, tourism spending has declined. /he pace
of gro-th in the developing countries, including Bangladesh, is faster than in developed nations.
Studies on !co-Tourism
2co0tourism is a sustaina+le form of natural resource0+ased tourism that focuses primarily on
e3periencing and learning a+out the nature =erafe et al, 1EE@>. It is ethically managed to have
minimal impact on the environment. Its nature is non0consumptive and locally oriented. It
typically occurs in natural areas, and should contri+ute to the conservation or preservation of the
same. According to ;ennell =1EEE>, eco0tourism is ature tourism encompassing all forms of
adventurous, lo-0impact tourist activities -hich uses natural resources in a -ild or undeveloped
form N including species, ha+itats, landscape, scenery and salt and fresh -ater features4. 2co0
tourism is primarily a lo- impact nature tourism -hich contri+utes to the maintenance of species
and ha+itats either directly through a contri+ution to conservation andOor indirectly +y providing
revenues to the local community -hich are sufficient for local people to value, and therefore,
protect their -ildlife and heritage areas =;air+rain et al, 1EE)>. By nature, ecotourism isdependent upon a num+er of eco4 resources, e.g. natural, cultural and heritage resources
=;air+rain et al, 1EE)>.
There are several goals of eco-tourism these are given belo+(
P #rotection of the environment Qeconomies that are e3periencing loss of resources due to
population gro-th, hurricanes and e3tractive industries li5e fisheries, ecotourism can provide
economic support for the protection of the environment.
P 2conomic sustaina+ility Qeconomies that are facing the loss of revenue in the near future and
rely heavily on imports, eco0tourism can provide a ready means of foreign e3change. /he goals
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 17/57
of eco0tourism are also to +enefit residents +y ensuring sufficient financial returns and an
euita+le distri+ution of costs and +enefits.
P ultural integrity and enhancement Q the -ord RecologyG in eco0tourism implies a t-o0-ay
relationship +et-een visitors and residents involving cultural e3change, +ut also mutual respect
and reciprocity. If these elements are missing at a tourist destination, the -arm -elcomes could
soon turn into resentment.
P 2ducational value Q this can +e seen in the education of +oth visitors and residents in
creating a-areness and appreciation of the natural environment and cultures, including -hat is
passed do-n to the ne3t generation.
Sustainable Tourism
Sustaina+le tourism can play the significant role for the development of tourism industry.
/ourism in Bangladesh is of no e3ception from this. Lac5 of promotional activities is li5ely to
affects the development of tourism in any country as -ell as in Bangladesh. But the e3isting
literature on the sustaina+le tourism of Bangladesh tourism is very rare and even on the literature
covering the mar5eting aspects of tourism industry in Bangladesh is very limited. As a result, the
study is e3ploratory in nature. It -as assumed that sustaina+le tourism is a vital force for aneffective mar5eting strategy of tourism products and services. But Bangladesh is far +ehind from
the reali6ation of the fact and due to that Bangladesh could not ta5e advantage of the full
potential of the sector and -hich causes not to develop the industry significantly and e3pectation
-hich could +e and failed to earn sufficient amount of foreign currency. /he present study on the
use of sustaina+le tourism development in Bangladesh tourism industry is an attempt to highlight
the issues related to promotion and put for-ard some suggestions to -hat actual promotional
measures are +est suited for attracting more tourists to Bangladesh and contri+ute more
positively to the economy of the country.
Characteristics of Sustainable Tourism
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 18/57
Sustaina+le /ourism see5s deeper involvement of locals, -hich provide local people an
opportunity and ma5e their living. A+ove all, Sustaina+le /ourism stresses pointedly upon
integrity of the tourist places. haracteristics of sustaina+le tourism are follo-s:
a= Informative /ravelers not only learn a+out the destination, they learn ho- to help
sustain its character -hile deepening their o-n travel e3periences. 'esidents learn that the
ordinary and familiar may +e of interest and value to outsiders.
b= Supports integrity of place Destination0savvy travelers see5 out +usinesses that
emphasi6e the character of the locale in terms of architecture, cuisine, heritage, aesthetics,
and ecology. /ourism revenues in turn raise local perceived value of those assets.
c= #enefits residents /ravel +usinesses do their +est to employ and train local people, +uy
local supplies, and use local services.
d= Conserves resources 2nvironmentally a-are travelers favor +usinesses that
minimi6e pollution, -aste, energy consumption, -ater usage, landscaping chemicals, and
unnecessary night time lighting.
e= Respects local culture and tradition ;oreign visitors learn a+out and o+serve local
etiuette, including using at least a fe- courtesy -ords in the local language. 'esidents
learn ho- to deal -ith foreign e3pectations that may differ from their o-n.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 19/57
f= %oes not abuse its product Sta5eholders anticipate development pressures and apply
limits and management techniues to prevent the loved to death4 syndrome. Businesses
cooperate to sustain natural ha+itats, heritage sites, scenic appeal, and local culture.
Sustainable Tourism %evelopment in #angladesh Problems
/he pro+lems facing tourism and the development of a sustaina+le tourism sector in
Bangladesh is diverse its o-n touristic features, level of development, and national
development priorities and policies.
i) &ac4 of 4no+ledge and a+areness
In Bangladesh, there still is a fundamental lac5 of +asic cogni6ance of the economic
importance of tourism as an industry and its positive impact as a potential source of foreign
e3change and employment.
ii) &ac4 of >uality service
Fuality of service needs to +e improved. ;or the purpose, training at different levels from top
management do-n to door +oys N should +e initiated at national and regional levels. In thisconte3t, /hailand, the most successful country in tourism -ithin BI$S/2, can ta5e the lead.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 20/57
iii) &ac4 of training
In Bangladesh, there is lac5 of training 5no-ledge +et-een tourist guides. /raining shouldalso +e provided to promote activities that are indirectly lin5ed to tourism, such as printing,
dying and fol50arts. Special training for -omen might +e needed in many cases.
iv) &ac4 of tourism-related infrastructures:
Bangladesh has the lac5 the sufficient infrastructures necessary for the development of a
successful tourism sector. #rimary amongst these are hotels and lodging services,
transportation and communication, safety and security and tourism information services.
/his ma5es it difficult to provide the standards of facilities and services -hich tourists
reuire.
v) &ac4 of inherent tourism potential
In Bangladesh, the development of tourism is impeded +y their lac5 of inherent natural,
historical or cultural tourism resources. &o-ever, as mentioned earlier, though it is a crucial
factor, tourism heritage assets alone cannot ma5e a successful tourism industry.
vi) &ac4 of technical 4no+-ho+ and +ea4 promotional activity
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 21/57
2ven -hen that fundamental a-areness is there, in many cases there is generally a
lac5 of tourism 5no-ledge and professionals. /ourism, as a modern industry, is recent in
the -orld. It is also a ne- and unfamiliar activity in Bangladesh. Another related pro+lem is
the a+sent or -ea5 pu+licity promotion and mass media e3posure due, in many cases, to the
limited technological services availa+le.
vii) &ac4 of tourism investments:
hile investment in services is a -ell0esta+lished economic activity in the developedcountries, it is still lagging +ehind in developing ones. Investment in service0oriented
pro%ects, particularly tourism, in developing countries is often regarded as a high0ris5
tas5. Accordingly, though they may have a natural tourism potential, it is very difficult
for Bangladesh to gain access to reasona+le financing for their touristic pro%ects even
-hen they manage to tac5le the pro+lems of pro%ect identification and planning.
viii) &ac4 of consistent tourism strategies and policies:
In Bangladesh, there are still difficulties in getting integrated tourism policy0ma5ing
due, in general, to policy conflicts +et-een the government departments and the
tourism private agencies. /his is coupled in many cases -ith the lac5 of effective
administration, regulation and institutional frame-or5s of touristic activity.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 22/57
i") &ac4 of tourism diversification
;or many years, international tourism has +een characteri6ed +y its concentration in
coastal or -atercourse areas, and in summer for rest, rela3ation and leisure. &o-ever,
modern touristic activity has sho-n a gro-ing tendency to-ards diversification and change.
/his ma5es it difficult for Bangladesh, including those -ith a relatively developed tourism
sector, to 5eep pace -ith the rapidly changing and comple3 reuirements of tourists. In
a highly competitive international tourism mar5et, and considering the emergence of
ne- touristic destinations, improvement of the conditions that foster modern tourism
development is not an easy process.
") &ac4 of tourism safety
/he safety of tourists is among the primary factors for any successful tourism industry
and should, thus, +e one of the +asic o+%ectives of tourism planning and provisions.
Safety0 related tourism pro+lems, -hether real or perceived, e3ert a negative impact on the
reputation of host countries. In this regard, negative perceptions appear to play a
detrimental role in the prospects of tourism in Bangladesh. 2ven such factors as rumors
may cause great damage to complete tourist seasons.
Strategic Policy for Sustainable Tourism %evelopment
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 23/57
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 24/57
done +y ensuring that the integrated, sustaina+le features of the industry are 5ept in mind as
all sta5eholders e3press their vie-s and interests, and that decisions are made accordingly.
oordination, management and planning +y government agencies are prereuisites
for creating the modalities to sustain tourism development and ensure that sta5eholders 5eep
in vie- their collective interests. Sustaina+le tourism development reuires direct attention
and e3plicit statements -ith regard to policies and future plans.
5) Issues to be addressed
/he recommendations of various meetings, seminars and -or5shops, including the
Intergovernmental $eeting on /ourism Development, have sho-n that there is considera+le
scope for strengthening national capa+ilities and promoting regional cooperation in achieving
sustaina+le tourism development.
/here is a need for a clear mandate from the government to facilitate appropriate roles for the
various sta5eholders. /here is also a need for integrating and coordinating tourism policy0ma5ing and planning -ith the full range of other government agencies, such as those involved
in infrastructure, human resources development, environmental management, immigration,
+order0crossing formalities and social development at the community level.
Both su+stantive and procedural policy issues -hich influence the strength of national
capa+ilities -ere considered at the Intergovernmental $eeting on /ourism Development.
/hese policy issues serve as the parameters for the present draft plan of action.
Indicated +elo- are some of the ma%or policy issues -hich need attention.
?) Policy-ma4ing for Sustainable Tourism
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 25/57
/ourism policy: /he tourism policy of a country provides the most e3plicit indication of the
governmental approach to sustaina+le tourism development and the role that all sta5eholders
in the tourism industry need to play. As part of tourism policy, organi6ations can +e set up
-hich are a+le to set o+%ectives, formulate plans and implement programmed. #olicy ma5ers
also need relia+le information and good0uality data on a timely +asis in order to appreciate
the comple3 and long0term interactions that tourism has to maintain -ith the rest of the
economy. If information or data are lac5ing, then the importance of the contri+ution of
tourism to sustaina+le socio0economic development tends to +e overloo5ed. In our country,
the national tourism organi6ations do not receive enough resources, and their capa+ilities
therefore remain limited.
2) Planning for Sustainable Tourism
#lanning has +oth policy and operational elements -hich form part of the process +y -hich
the government decides on o+%ectives, sets out the means for achieving the o+%ectives and sets
priorities. #olicy planning involves the long0term outline of general goals, o+%ectives and
directions for sustaina+le tourism development. ?perational planning covers the strategies
and procedures to +e implemented in order to carry out the policy. Integrated planning also
reuires relia+le and timely information in order to highlight clearly the lin5s +et-een
national economic development and the tourism sector.
Development of a tourism master plan and introduction of integrated tourism planning are
appropriate approaches for sustaina+le tourism development, +ecause all aspects can +e
covered in a comprehensive -ay, including the social, cultural, economic and environmental
aspects. A master plan and integrated tourism planning can indicate that the tourism sector is a
ma%or part of the national economy and that the planning process -ill +e ongoing and action0
oriented in -ays that facilitate implementation.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 26/57
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 27/57
In most Asian and #acific countries and areas, the private sector is recogni6ed as a
ma%or sta5eholder since it is largely responsi+le for providing tourism services. So
Bangladesh has to encourage private sector for this potential sector. ?ne of the most
important issues has +een ho- to attract greater private sector participation, including
development of partnership +et-een the pu+lic and private sectors.
Tourism and its impact on !conomy
/he orld /ravel and /ourism ouncil =//> reported in (1! that the travel and tourism
industry in Bangladesh directly generated 1,()1,* %o+s in (1( or 1.) percent of the countryKs
total employment, -hich ran5ed Bangladesh 1* out of 1) countries -orld-ide. Direct and
indirect employment in the industry totaled (,1@,* %o+s, or !. percent of the countryKs total
employment. /he // predicted that +y ((!, travel and tourism -ill directly generate
1,)*, %o+s and support an overall total of !,)E1, %o+s, or @.( percent of the countryKs total
employment. /his -ould represent an annual gro-th rate in direct %o+s of (.E percent. Domestic
spending generated E. percent of direct travel and tourism gross domestic product =D#> in(1(. BangladeshKs -orld ran5ing in (1( for travel and tourismKs direct contri+ution to D#, as
a percentage of D#, -as 1@( out of 1".
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 28/57
Chapter-5
?rgani6ation #rofile
Organi6ation ame
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 29/57
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 30/57
Scope of Operations
/ravel planning, reservation C +oo5ing, visa assistance, pac5age and customi6ed tours, guided
tours, tourism C hospitality research assistance, tourism industry colla+oration.
Organi6ational Slogan
$emora+le 23perience of 'esponsi+le /ourism.
istory and #ac4ground of the Organi6ation
Bangladesh is a land of +eauty -ith rich heritage and culture. /herefore, it possesses immense
potential of tourism development. /he potential for nature +ased, cultural C heritage, religious
and adventure tourism for Bangladesh is truly unlimited. ?ver the past t-o decades especially,
the num+er of local and foreign visitor to the various destinations of Bangladesh has +een
increasing rapidly yet steadily. /he num+er of local tourists visiting foreign country destinations
has also increased significantly over the years as a result of increasing disposa+le income and
opportunities for leisure especially among the younger employees and +usiness people.
As a result of the gro-ing potential of the tourism industry, the num+er of tour operators in
Bangladesh has also increased significantly. ?ffering different types of tourism services, these
firms are indeed contri+uting to the development of the industry and the country as a -hole.
&o-ever, the types of services provided +y these firms are almost identical and some-hat
orthodo3 in nature. Also, such firms are largely concentrated in the capital city Dha5a although
most of the tourism destinations are situated in other parts of the country.
Sylhet, the spiritual capital of Bangladesh is also 5no-n as the land of t-o leaves and a +ud.
ature has decorated this serene landscape -ith lush green tea gardens, adventurous hills, dense
forests and mostly the holiness of shrines. A spectator al-ays finds nature at its +est in this
region. umerous attractions are laid over here and there for the curious tourists. Besides, its
inner +eauties, Sylhet is conveniently located near the spectacular Indian north0east, the ne-
focus of tourism in this su+0continent. /ourists can easily travel to the near+y Indian destinations
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 31/57
through a num+er of land +orders of this region and complement the tour -ith visit to local
attractions. onsidering the num+er, variation and convenience of the tourist attractions, it can +e
conveniently forecasted that, this region is going to +e the ne3t tourism capital and regional
tourism hu+. &o-ever, the num+er of tour operators catering this increasing traffic of tourist in
this region is only a handful and are mostly lac5ing the innovativeness reuired to tap the
diverseness of the mar5et.
8eeping the potential and need for innovative services in mind, orthern 23posure Bangladesh
has +een founded in (1( in Sylhet, Bangladesh -ith a vie- to cater the changing needs of the
tourists -ith value, sophistication, innovativeness, responsiveness and sincerity. #romoting
responsi+le tourism, orthern 23posure Bangladesh put do-n all of its efforts to minimi6e any
adverse impact of tourism on nature, people and structures in every step. orthern 23posure
Bangladesh offers a -ider range of services to its clients and partners and largely promotes
tourism in Sylhet region and Indian north0east. reating value in every activity is the motto of
orthern 23posure Bangladesh that ma5es every %ourney a memora+le e3perience.
*ission
/o promote and create memora+le e3perience of responsi+le tourism through providing value,
sophistication, innovativeness, responsiveness and sincerity.
Ob;ectives
1. #roviding a -ide range of tourism services ranging from travel planning, reservation C
+oo5ing, visa assistance, pac5age and customi6ed tours, guided tours, tourism C
hospitality research assistance to tourism industry colla+oration to the valued clients and
partners.
(. /o promote responsi+le tourism among all the sta5eholders.
!. /o colla+orate and cooperate -ith other industry mem+ers to promote tourism to Sylhet
region and Bangladesh at large.
@. /o create a platform for all the sta5eholder of the tourism industry to enhance the
potential of Sylhet and Bangladesh at large as a preferred tourism destination.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 32/57
Successes and *ilestones
1. orthern 23posure Bangladesh has provided guided tours in various destinations of
Sylhet region to more than * tourists since its inception, among them a mentiona+le
part -as foreigners.
(. orthern 23posure Bangladesh has inaugurated its out+ound tour operations in early
(1@ -ith some innovative and out0of0the0+o3 tour pac5ages to orth02ast India and
other regions. Since inauguration, orthern 23posure Bangladesh has conducted " tours
ta5ing nearly 1 tourists on their lifetime e3perience.
!. orthern 23posure Bangladesh has +een relia+ly providing Indian 'ail-ay /ic5eting
service -ith minimal fees and created a good num+er of satisfied customers already.
@. orthern 23posure Bangladesh is planning to e3tend its out+ound tour operations to
epal and Bhutan very shortly. Designing tour itineraries is no- in progress.
*. orthern 23posure Bangladesh has +een the only tour operator of Bangladesh that has
+een a+le to use Sylhet as a hu+ for out+ound tourism. $ost of the tours of orthern
23posure Bangladesh to India pass through Sylhet even if other routes are availa+le.
". orthern 23posure Bangladesh has +een a relia+le source of updated and valued
information a+out tourism and travel to anyone in need of so. orthern 23posure
Bangladesh regularly provides +eneficial information to the tourists though its -e+site
and face+oo5 page, +esides face to face counseling.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 33/57
Chapter-?
S?/ Analysis of /ourism sector in Sylhet
Strengths
&eaven li5e atural +eauty =including mountain, flora and fauna, rivers and la5es etc>.
#ollution free environment.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 34/57
ost effective transportation facility.
'ich history and heritage.
Li+eral +ehavior of local people to-ards tourist.
$oderate level of traffic.
7ea4nesses
• #oor transportation system.
• Unavaila+ility of proper mode of communication.
• Insufficient num+er of restaurant.
• Lac5 of accommodation.
• &igh price of resorts, hotel and motels.
• Long time -aiting for +oo5ing system.
• $any attractive location of sylhet still remain une3plored.
• Lac5 of security.
Opportunities
• Building a-areness among tourist, policy ma5er and local community.
• /raining program to local community.
• &uge campaign to create a positive attitude to-ard tourism, Building positive attitude
to-ard Sylhet. Li5e positive Sylhet.
• /o flourish handicraft and locally made organic food.
• 2sta+lishing +etter transportation system including launching lu3ury +us, lu3ury +oat,
helipad etc.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 35/57
• $a5ing cost effective accommodation facility.
• Increasing strong security system for +oth in+ound and out+ound tourist.
• Ho+ creation.
•2nriching standard of living of people.
Threats
• ;ear of a+duction.
• #oor coordination among tourist, local community and policy ma5ers.
• ;ear of local communities for loss of land.
• $isinterpretation or misconception a+out tourism in local communities.
• onflict +et-een ethnic minor community and migrated Bengali for coe3istence in hill
tract area.
• on0sustaina+le +ehavior of Bengali and tourist, and sometimes +y tri+al.
• Destructing nature.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 36/57
Chapter-2
Analysis of the Report
Analysis of the report
/o collect the primary data a survey has +een conducted of orthern 23posure Bangladesh. /he
population -as the ( customers of the company.
1) Company professional /he customers of the company -ere as5ed ho- they %udge of
company professional. ;rom the customers their perception on company professional are
e3tremely professional =*>, very professional =*>, moderate professional =!>,
slightly professional =1> and not at all =*>. /heir ans-er is stated in the ta+le and
pie graph in percentage.
23tremely professional<ery
professional
$oderate
professional
Slightly
professional ot at all
=*> =*> =!> =1> =*>
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 37/57
0%10%20%30%40%50%
Company professional
;igure: ompany professional measurements
.) Company convenience /he customers of the company -ere as5ed ho- they feel of
company convenience. ;rom the customers their perception on company convenience
are e3tremely =*>, very =*>, moderate =!>, slightly =1> and not at all =*>.
/heir ans-er is stated in the ta+le and pie graph in percentage.
23tremely <ery $oderate Slightly ot at all
=1*> =**> =(> =1> =>
Extremely Very Moderate Slightly Not at all
0%
20%
40%
60%
Company Convenience
Company Conveniene
;igure: ompany convenience
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 38/57
5) Customer needs /he customers of the company -ere as5ed ho- they feel that
company understands their needs. ;rom the customers their perception on company
understands their needs are e3tremely -ell =(>, very -ell =!*>, moderate -ell =@>,
slightly -ell =*> and not at all =>. /heir ans-er is stated in the ta+le and pie graph in
percentage.
23tremely -ell <ery -ell $oderate -ell Slightly -ell ot at all -ell
=(> =!*> =@> =*> =>
Extremely !ell Very !ell Moderate !ell Slightly !ell Not at all !ell0%
10%
20%
30%
40%
50%
20%
35%40%
5%0%
Customers needs
;igure: Understand ustomers needs
?) Comparison service +ith competitors &ere I as5ed customers that compare to
competitors ho- a+out company service. ;rom the customers their perception on
company services are great deal +etter =*>, +it +etter =@>, some-hat +etter =!*>,
a+out same =1*>, +it -orse =*>, great deal -orse =>, and donGt 5no- =>. /heir
ans-er is stated in the ta+le and pie graph in percentage.
reat deal
+etter Bit +etter
Some-hat
+etter
A+out theSame
Bit -orsereat deal
-orse
DonGt
5no-
* @ !* 1* *
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 39/57
0%5%
10%15%20%25%30%
35%40%
Comparison Service
9igure Comparison service +ith competitors
2. Comparison price +ith competitors /he customers of the company -ere as5ed that
compare to competitors ho- a+out company price. ;rom the customers their perception
on company price are great deal higher =>, +it higher =>, some-hat higher =*>,
a+out same =@>, +it lo-er =@>, some-hat lo-er =1>, great deal lo-er =*>, and
donGt 5no- =>. /heir ans-er is stated in the ta+le and pie graph in percentage.
reat deal
higher
Bit
higher
Some-hat
higher
A+out theSame
Bit
lo-er
reat
deal
lo-er
Some-hat
lo-er
DonGt
5no-
* @ @ * 1
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 40/57
"reat deal higher
#it higher
Some!hat higher
$o&t the 'ame
#it lo!er
"reat deal lo!erSome!hat lo!er
(on)t *no!
0% 5% 10% 15% 20% 25% 30% 35% 40%
Comparison Price
9igure Comparison price +ith competitors
8) Responsive to+ards customers &ere I as5ed customers that ho- responsive of
company to their needs and feed+ac5s. ;rom the customers their perceptions on company
responsiveness are e3tremely =1*>, very =@*>, moderate =(>, slightly =(> and not
at all =>. /heir ans-er is stated in the ta+le and pie graph in percentage
23tremely <ery $oderate Slightly ot at all
=1*> =@*> =(> =(> =>
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 41/57
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 42/57
/) Regarding Sylhet facilities should be improved &ere, I also as5ed a+out that facility
should +e improved for Sylhet) /hey had shared their valua+le opinions these are
transportation facility =">, hotel facility =(*>, and safety =1*>. /heir ans-er is
stated in the ta+le and pie graph in percentage
/ransportation facility &otel facility Safety
="> =(*> =1*>
60%25%
15%
Facilities should be improved
-ran'portation .aility
/otel .aility
Sa.ety
9igure 9acilities should be improved for Sylhet
B) o+( 9actors may help to reduce crisis of tourism companies: I also as5ed
customers that recently huge crisis is facing +y /our ompany and -hich factor may help
to solve it. /hey had given their opinions these are government ="*> and pu+lic
a-areness =!*>. /heir ans-er is stated in the ta+le and pie graph in percentage.
overnment #u+lic a-areness
"* !*
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 43/57
"overnment +&li a!arene''0%
20%
40%
60%
0%
Solution for present situation
9igure Solution for present tour company crisis
10) Customer feedbac4 for orthern !"posure #angladesh At the last part of the
survey I as5ed our served customers that -hat facility should include in our itinerary.
/hey had shared their valua+le speech these are -e+site facility =*>, customer
feed+ac5 facility =(>, 23pand mar5eting =(>, and lo- rate pac5ages =1>. /heir
ans-er is stated in the ta+le and pie graph in percentage.
-e+site facility ustomer feed+ac5 facility 23pand mar5eting lo- rate pac5ages* ( ( 1
0%
10%20%30%40%50%
Customer feedback for NEB
Cri'i' may 'olve y t!o
partie'
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 44/57
9igure: Customer feedbac4 for orthern !"posure #angladesh
Chapter-8
9indings of the report
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 45/57
9indings of the report
It is -idely recogni6ed that Bangladesh is very rich +y the natural +eauty and panoramic vie-s,
-hat a tourist -ants to en%oy. But there is lac5 of effective initiatives, proper management plan,
and uic5 C sincere effort from responsi+le authority. Bangladesh is a reverie country. She has
vast natural +eauty and a glorious historical +ac5ground. Since li+eration Bangladesh has
progressed a lot and has paved her -ay to development -ith a good agro0+ased economy as -ell
as industry and service sector. /ourism is a part of service. But it has good associations -ith
some other su+0sector of service and non service sectors. A large num+er of employment
opportunities are +eing created +y this sector. /our operator +usiness is doing -ell in
Bangladesh. /housands of young people have engaged themselves as touristsG guide. $oreover
some other induced impact of truism results in economic progress in local area and the country
as a -hole. ommunication, throughout the country, is developed +ecause of tourism. As a
result, other economic activities are augmented. Several lac5ing founded -hile -or5ing
preparing report these are given +elo-.
Problems of Tourism sector in Sylhet /here are several pro+lems have founded these
are listed in the +elo-
A) &ac4 of financial support from government
In a report of orld travel and /ourism ouncil =//> 2conomic impact (1(, predict that the
investment at tourism sector -ill reach /8!".*( +illion in (1( and rise +y ". percent over the
ne3t 1 years to ta5a "E.) +illion in ((( in Bangladesh. It is a glo+al report +ut in Bangladesh
no relia+le report, data or statistics on tourism are availa+le. But this assumed investment ho-,
-hen and -here -ill +e invested are not clear. All policy, planning and moneys are allocated for
already esta+lished as tourist organi6ation. /here is no e3tra planning or +udget allocation for the
development of Sylhet district to esta+lish as a popular tourist spot.
#= Political problems
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 46/57
Bangladesh is no- in the grip of unpredicta+le political violence and resulting insecurity of thehighest order. /he nascent tourism industry of Bangladesh is no- facing long lasting damagesdue to civil unrest in the form of uninterrupted +loc5ade, freuent hartals and associated violenceof various natures. It is the pea5 of tourism season0Decem+er0$arch00 and tour operators of thecountry -ere +uoyant -ith e3pectation that performance and gro-th in (1@01* -ould surpass
performance and gro-th of (1( +y a +ig margin. But picture changed radically +ecause of political turmoil. Almost all the +oo5ings for the month of Hanuary from foreign tourists have +een cancelled. A+out *, tourists -ere e3pected to arrive in Bangladesh until $arch, +ut if +loc5ade, hartal and associated violence do not end soon, rest of the +oo5ings are also going to +e cancelled. Starting from Hanuary *, nonstop +loc5ade and the accompanying violence anddestruction have created highly unsafe situation in the countryV a situation seriously damagingthe sector. /he un-elcome and highly adverse situation prompted the tour operators to organisean urgent press +riefing to voice their concern. /hey told that the tourism sector may count a lossof /5 1 crore in the ne3t three months due to cancellations of planned tours +y foreigntravellers, +ecause of political violence. It can +e safely said that, the +udding tourism industryin the country is reeling under the situation, created +y civil unrest all over the country and tour
operators are going through pro+lems of unprecedented nature, in addition to huge financialloss. It is interesting to note that cancellations of +oo5ed trips result in only monetary loss to thetour operator or loss of +usiness, no other trou+le. But they are facing really tough time inhandling the foreign tourists -ho have already arrived. In a situation as uncertain as prevailingin the country no-, a num+er of tour operators of the country are displaying lot of ingenuity inhandling their groups of foreign tourists, already arrivedC= Safety and security
Safety and security is one of most necessary element for tourism development. If any tourist feel
insecure in a tourist spot, if there is fear of a+duction or fear of losing precious possession, then
ho- attractive the tourist spot is, people -ill not feel urgency to see the spot. In Sylhet,
Bangladesh army and district administration and Bangladesh police engaged to ensure the
security of the tourist. But it is not enough to protect tourists from a+duction. Local people
should +e encouraged to ensure the security of tourists.
%= &ac4 of transportation system
It is a most common pro+lem of Bangladesh. ;or this transportation system is not good in sylhet.If tourists -ant to go any remote tourist place, li5e &um&um aterfall, Bisna5handi or Lala5hal,at first they thin5 a+out the transportation system of the particular area. Also, price of
transportations are higher than other districts of Bangladesh.
!= Absence of training institution related to tourism
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 47/57
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 48/57
Prospects of Tourism sector in Sylhet /here are several positive vie-s of tourism sector
in Sylhet these are given +elo-
A) atural #eauty
Sylhet is called the tea capital of Bangladesh. It is 5no-n for its tea0gardens and natural
resources. /he vast area of Beautiful greenish vie- of tea plants attracts an enormous num+er of
tourists. estled in the picturesue Surma <alley amidst scenic tea plantations and lush green
tropical forests, greater Sylhet is a prime attraction for all tourists visiting Bangladesh. Laying
+et-een the 8hasia and the Haintia hills on the north, and the /ripura hills on the south, Sylhet
+rea5s the monotony of the flatness of this land +y a multitude of terraced tea gardens, rolling
countryside and the e3otic flora and fauna. &ere the thic5 tropical forests a+ound -ith many
species of -ildlife, spread their aroma around the typical hearth and homes of the $ainpuri
/ri+al maidens famous for their dance.
#) People of Sylhet
A+out (" million people lives in Sylhet. /hey are very much friendly -hich is attracting
foreigner . An interesting feature of Sylhet region is the a+original tri+es such as the /ipperas, the
$onipuris, 8hasis and aros -ho still live in their primitive -ays in the hills, practising their
age0old rites, rituals, customs and traditions. During festivals such as, 'ash Leela =;ull0moonnight in ;e+ruary> and Dol%atra, the attractive young girls dressed in colorful ro+es, dance -ith
the male mem+ers of their choice C love. /he $onipuris perform their famous dance, +ased on
allegorical love themes of the ancient mythology.
C) Investment Opportunity
In comparison to others less people are interested to invest in the tourism sector. /his
phenomenon is not only in Sylhet +ut also all over the country. /hatGs -hy this sector is lagging
+ehind to come into focus though it has a great potentiality. It is +ecause of lac5ing of 5no-ledge
of a+out this sector. Sylhet is a dream land for natural lover for its multitude of terraced /ea
gardens, /he shrine of &a6rat Shah%alal , /ama+il, Srimangal, %aflong, etc.
%) *oderate level of Traffic
/raffic congestion -as rarely seen on roads of Sylhet city. $ost traffic0clogged cities in
Bangladesh are Dha5a and hittagong. /his opportunity can help Sylhet to attract foreigner.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 49/57
!) otels in Sylhet
o- a dayGs num+er of tourists has +een increasing remar5a+ly. /housands of people visits
Sylhet every year. ;or meeting demands of tourists at Sylhet no- so many hotels and resorts has
+een +uilt for meeting accommodation. /hese hotels are rand Sultan /ea 'esort C olf,
a6imghar 'esort, &otel 'ose <ie-, &otel Star #acific, &otel <alley arden, &otel $etro
International, and Britannia &otel etc.
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 50/57
Chapter-:
Recommendations
Recommendations
/ourism is an industry of providing services. It could not +e isolated from other sectors rather it
depends on some com+ined effort of other service su+0sectors li5e hotel and motels, transports,
foods, security, guide etc. /hese facilities are the infrastructures of tourism -hich is still far
+ehind from satisfactory level. Sylhet is +lessed -ith huge natural +eauty -hich constitutes
ma%or part of tourism industry. #roper maintenance of these +eauties along -ith assuring other
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 51/57
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 52/57
guide may encourage tourists to tour around the country. Availa+ility of tour operators and guide
may promote people for tourism.
%iversified 9ood Culture
Availa+ility of food according to tastes of different countries and their choices is one of the
ma%or prereuisites to attract international tourists. ;ood ha+it varies from region to region. /o
increase tourist e3ports, proper arrangement of food from different culture is important.
Public Private Partnership EPPP= in Tourism
;or s-ift development, #u+lic #rivate #artnership in /ourism is emerged in recent years.
Bangladesh #ar%atan orporation has ta5en steps to +uild ne- facilities, including hotels, motels,
restaurants and amusement par5s in 1! districts, to accelerate gro-th of tourism, mainly
domestic. /he ne3t fiscal yearKs +udget may consider (1 tourism pro%ects across Bangladesh
under pu+lic private partnerships =###>, -hich are planned to start operations +y (1!.
Implementation of Tribal Tourism
Bangladesh has huge tri+al population living mostly in the hittagong &ill /racts and in the
regions of $ymensingh, Sylhet, and 'a%shahi. /he ma%ority of the tri+al population lives in rural
areas, -here many practiced shifting cultivation. /hey have completely different culture and life
style. $any curious tourists interested in their culture and life style may +e attracted +y
promoting tri+al tourism.
Introducing Slum Tourism
Any country li5es Bangladesh having a large num+er of slum d-ellers that has high appeal to
first -orld country people can attract huge tourists every year. Slum tourism is a type of tourism
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 53/57
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 54/57
Chapter-/
Conclusion
Conclusion
/ourism is a promising sector in Bangladesh. It is a gro-ing sector -ith an increasing
contri+ution in D#. $ere some infrastructural development can ma5e the sector sustaina+le.
/hough the contri+ution of this sector is already at significant level, it is important to maintain
the industryGs sustaina+ility for not to hamper regular gro-th in D#. An economy has a regular
gro-th in its si6e. /his gro-th is contri+uted +y all sectors of it. Importance should +e given on
tourism for its maintenance and gro-th. Sylhet is one of the districts of Bangladesh that is
+lessed -ith unparallel divine +eauty. /here are more than si3teen popular tourist spot at Sylhet
in Bangladesh. In (11, 1!" foreign tourist sand in (1(, 1(* foreign tourists came Sylhet to
visit and en%oy its natural +eauty.
It is a great pleasure to me to do my internship program in reputed organi6ation li5e 2B. /he
three months of practical orientations helps me to provide a -ide range of scope to o+serve the
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 55/57
operations. Because of the confidentiality of the organi6ation, I am allo-ed to get limited
information for my study, therefore all the information used in the report -as meant for the free.
/he o+%ective of the study is to find out pro+lems and prospects of Sylhet. /his report also tries
to identify the relative factors that satisfy tourist interest. Lac5 of proper planning, lac5 of
coordination among administration, lac5 of transportation and lac5 of accommodation facilities
are the ma%or pro+lems of tourism at Sylhet ./o overcome these pro+lems overnment should
ta5e initiatives +y esta+lishing a good transportation system, training institution, esta+lishing
tourist 6one, announcing i0;i 6one in the tourist destination. overnment can introduce
mountain tourism, culture tourism, rural tourism and pro0poor tourism at sylhet.
Appended part
A uestionnaire on the study of ustomer satisfaction on orthern 23posure Bangladesh
Dear respondent, a very good day to you. /his survey uestionnaire is done to understand the
analysis of customer satisfaction of orthern 23posure Bangladesh4. 7our personal perception
and honest ans-er is considered as vital importance for the success of the study. #lease ans-er
all the uestions. o ans-er is %udged right or -rong. /he results of this study -ill +e of
paramount importance for development of this sector and overcoming the challenges. 7our
identity -ill +e 5ept confidential. /han5 you so much for your time and the cooperation. $ay -e
no- proceed to the survey pleaseW
ustomer name ?ccupation: ame of the ?rgani6ation: Signature and Date:1. &o- professional is our companyW
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 56/57
o 23tremely professional
o <ery professional
o $oderate professional
o Slightly professional
o ot at all professional
(. &o- convenient is our company to youWo 23tremely convenient
o <ery convenient
o $oderate convenient
o Slightly convenient
o ot at all convenient
!. &o- -ell do you feel that our company understands your needsWo 23tremely -ell
o <ery -ell
o $oderate -ello Slightly -ell
o ot at all -ell
@. ompared to our competitors, is our service +etter, -orse or a+out the sameWo A great deal +etter Fuite a +it +etter Some-hat +etter
o A+out the same Fuite a +it -orse A great deal -orse
o DonGt 5no-
*. ompared to our competitors, are our prices higher, lo-er or a+out the sameWo A great deal higher Fuite a +it higher Some-hat higher
o A+out the same Fuite a +it lo-er Some-hat lo-er o A great deal lo-er DonGt 5no-
". ?verall, ho- responsive have -e +een to your uestions or concerns a+out the serviceWo 23tremely responsive <ery responsive $oderate responsive
o Slightly responsive ot at all responsive
. hat sort of pro+lems did you face -hile travelingWo Social
o $onetary
o ultural
o
#oliticalo ?thers X#lease -rite9999999999Y
). 'egarding Sylhet, -hat 5ind of facility should +e improvedWo /ransportation facility
o &otel facility
o ?thers X#lease mention: 99999999999.Y
8/16/2019 Problems and Prospects of Tourism Companies in Sylhet -Customer Perceptions Regarding Services of Northern E…
http://slidepdf.com/reader/full/problems-and-prospects-of-tourism-companies-in-sylhet-customer-perceptions 57/57
E. #resent crisis of /ourism companies, -hat factors may help to solve itWo overnment
o #u+lic
o ?thers X#lease mention99999.Y
1. 'egarding ?ur ompany, hat 5ind of facility should +e includedW #lease comments in the +elo-.#lease -rite9..............................................................................................................................................................................................................................................................................................................................................................................................................................................................................
Reference1. A5ter, $. B. =(*>. #ro+lems and #rospects of /ourism Industry in Bangladesh: A Study onSylhet 'egion. 'esearch paper under the Department of $ar5eting, University of 'a%shahi.(. &ossain, D. M., 8a6al, $. $., C ;aisal, ;. $. =(1>. Lack of Utilization of Local Funds and
Productive Investment Climate in Sylhet Region: A Percetion Analysis! Dha5a:2conomic 'esearch roup.!. Islam, . =()>. Significance of /ourism #roducts in Bangladesh. "#lorar $ % =1>, pp. "E0)(.
@. 8han, S., ;erdous, /., Ahmed, S., C 'ahman, A. =(*>. Prosects of tourism in Sylhet!
Department of Business Administration, Shah%alal University of Science and /echnology. Sylhet:Department of Business Administration, SUS/.
*. http:OOpar%atan.portal.gov.+d". http:OOtourism+oard.gov.+d. http:OO---.-ttc.orgO0OmediaOfilesOreports
). http:OOen.-i5ipedia.orgO-i5iO/ourismE. http:OOarchive.thedailystar.netO+eta(One-sOtourism0industry0in0+angladesh1. http:OO---.thedailystar.netOne-spaper 11. https:OO---.google.comOsearchWZtourismCsitesearchZtheindependent+d.com1(. http:OO---.assignmentpoint.comO+usinessOmar5eting0+usinessOreport0on0sustaina+le0tourism0development0in0+angladesh.html1!. http:OO---.iiste.orgOHournalsOinde3.phpOI8$Oarticle1@. http:OOfpd0+d.comO-p0contentOuploadsO(1!O*O2co0/ourism0An0Investigation0into0the0onceptual0;rame-or50and.pdf 1*. http:OO---.theindependent+d.com1". http:OO---.travel+d.comOresponsi+leVtourism.htm
1. http:OO---.northerne3posure+d.com