Tourism Policy and Planning in Bangladesh
1st ed. 2020
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Policy is a broad guideline possessing a wider range of features that direct, in principle, what we can do in the achievement of some predetermined goals. Since policy is usually developed by a government , it involves politics, values and ideological beliefs, communication-led social processes, actions, decision, and outcomes in the forms of legislation and implementation. The involvement of a government or public authority ultimately adds a feature, and the document produced out of this process is termed ‘public policy ’. Accordingly, tourism policy is a public policy that guides tourism activities and tourism-related decisions at a destination . The perspective of tourism as an industry examines how destinations can secure a competitive edge in global consumer market, which is expanding sharply. The substitute is for considering tourism policy as a domain to examine concepts such as social identity, trust, collaboration, power exercise and so on. This domain is viewed as multi-disciplinary as well as ideology influenced and becomes rapidly diverse, which comes with different analysis levels (i.e. macro, meso, micro).
The study of tourism policy brings at least three core perspectives. First, the policy cycle approach that helps to apprehend the shaping of policy decisions and their impacts. Second, the scientific approach that offers information about practical problem solutions and then feeds forward such information into the policy process. Third, the social approach that admits and appreciates values and interests associated with the policy and planning process. In addition, studying tourism policy has both theoretical and practical significance. The theoretical aspect of tourism policy is about introducing a new horizon of study within a ‘public policy ’ research domain to contribute to the existing body of knowledge. The practical implication of tourism policy is to set a guideline that may direct the process of negotiation such as provisions for using public resources (e.g. national parks, museums, zoos, etc.).
This book is dedicated to study critically various facets of tourism policy and planning in Bangladesh . Bangladesh is a country in South Asia that is geographically surrounded by India to the east, west and south, by Myanmar to the east, and the Bay of Bengal to the south. The country hosts more than 170 million people within a land area of 147,570 square kilometres (56,980 square miles). In recent years until the spreading of novel corona virus (COVID-19), an uptake of foreign remittances and readymade garments assisted the economy of the country to realize a consistent GDP growth. However, tourism in Bangladesh is also flourishing with a particular reference to domestic tourism . On this note, a growing GDP per capita is creating a strong social middle class with enough disposable income to experience tourism and leisure activities. The inbound tourism is not that impressive yet and mostly concentrated on business market segment. There are many nature-based and cultural or heritage destinations in Bangladesh ; still, the country fails largely to attract a broader market segments of tourists. In this connection, the critical role of a tourism policy is not investigated scientifically that much. Given the tourism potential of Bangladesh , this book is a valuable contribution towards the very limited knowledge in this identified research area. The book accommodates conceptual and empirical research studies that link relevant theories and practices, and thereby unifies policy themes and frameworks for tourism development in Bangladesh . The book also critically evaluates extant tourism policy and planning practices to support future endeavours. The book accommodates 18 chapters excluding this introduction, which provides a brief layout of this book.
The first chapter of the book is contributed by Sayeda, Shetu and Rahman. The chapter sets a tone for the book by giving an overview of tourism policy in Bangladesh . The authors systematically explore and present policy and planning guideline for tourism development in the country. In this view, the National Tourism Policy-2010 and 5-year fiscal plans of the country have been explored. The chapter develops logical arguments to conclude some limitations in the existing policy and planning initiatives.
The second chapter, authored by Islam and Hassan, reviews the existing tourism administration literature with particular reference to Bangladesh . The roles and responsibilities of the Ministry of Civil Aviation and Tourism (MoCAT) and its associated agencies including Bangladesh Parjatan Corporation (BPC) and Bangladesh Tourism Board (BTB) have been brought into consideration. The study finds that the Government of Bangladesh offers diverse courses and expertise development initiatives to create awareness among tourism administrators about tourism laws, rules, regulations, policies , frameworks and structure. The chapter identifies some insufficiencies in the tourism administration system in Bangladesh and offers future directions for an effective tourism administration .
In the third chapter, Anika, Khan and Hassan conceptualize the roles, responsibilities and benefits of diverse stakeholder groups at a tourist destination . A case analysis has been conducted with a specific reference to Kuakata , Bangladesh, while emphasizing the roles and responsibilities of the local government . The chapter focuses on obstacles, undesirable issues and influence of stakeholder groups that constrain tourism development and sustainable tourism practices in the region. Overall findings lead to a conclusion that stakeholders’ effective presence in decision-making and implementation of actions can be crucial for sustainable tourism development . Local government can play a ground-setting role for this initiative.
In the fourth chapter, Ananya, Muneem and Hassan define tourist facilities (the services and products) aimed for many different forms of tourism development . This study has utilized both primary and secondary data in which general tourists’ opinions about relevant policy support for tourism facilities provide a basis for generating findings. In reference to some selected facilities (e.g. visa and entry, currency conversion, transportation, safety and security, accommodation, catering, sight-seeing, and tour guiding), findings reveal that the development of tourist attractions with required facilities are inevitable for enhancing tourists’ satisfaction. This chapter suggests better tourism facility offers in Bangladesh through policy implementation of capacity building and stakeholder collaboration.
In the fifth chapter, Rakib and Hassan collect data and information from both face-to-face interviews and relevant literature studies. The chapter finds that tourism facilities are subject to the purchase decision of tourists that can be influenced by various factors. The roles of design standard and development of tourism facilities turn to be important in this regard. The inadequate policy support from the Government of Bangladesh remains a key concern. In this vein, involvement of local and international agencies must be confirmed to ensure the quality in standard design and development of tourism facilities .
In the sixth chapter, Rakib and Hassan evaluate the unprecedented role of social media, which is rather an effective tool of tourists’ connectivity . The chapter has drawn a theoretical perspective on relevant policies attached to routes that are followed by tourists for regional and international connectivity . Findings present that effective utilization of tourism promotion triad with tourism promotion-connectivity-tour route planning can play important roles for tourism development in Bangladesh . The study identifies a lack of useful policy support both for regional and international connectivity as well as strong presence on social media . Thus, the chapter concludes that formulating and implementing policies that can offer advantages for tourism connectivity in Bangladesh is imperative.
Chapter 7, contributed by Akhter and Hassan, outlines the global trends of visa and immigration for tourists and presents relevant conceptual explanations and examples in the context of Bangladesh . The chapter then describes the existing visa and immigration procedures of the country in an analytical way. Furthermore, the study explores that the number of foreign tourist arrivals in Bangladesh is uneven. However, the Government of Bangladesh follows standard visa and immigration policy of international standards for attracting them . Both the availability and accessibility of the most updated visa and immigration services and facilities in Bangladesh are yet to be ensured. Consequently, the chapter underscores a regular check of tourist demands can help the relevant policy planners and officials in formulating effective, timely and beneficial visa and immigration system networks for tourists visiting Bangladesh .
In Chap. 8, Jaman, Roy and Chowdhury emphasize the need for private sector involvement in tourism development . In order to capitalize available tourism resources, a collaborative framework between public and private sector is inevitable. The chapter is developed based on rigid statistical analysis followed by the development of a conceptual model to judge the satisfaction level of the tourists. Results indicate a significant satisfaction level for respondents enjoying facilities with the involvement of private sectors . The null hypothesis of the research is rejected that signifies the respondents’ opinion is positive in terms of involvement of private sector in tourism industry. Overall, the study suggests that the involvement of both private and public sectors can ensure smooth operation of the tourism industry and provide the required supports to tourists for ensuring economic growth and stability.
In Chap. 9, Sharmin, Kuri and Hassan identify the role of public and private institutions for tourism marketing and promotion in Bangladesh . This chapter analyses the framework within which public and private tourism institutions perform in Bangladesh . Relevant tourism institutions in Bangladesh generally design and teach course curriculum to meet the existing and future tourism demands (i.e. tourist attraction, accommodation, transportation, food and beverages, etc.). This study seemingly understands how these institutions can present tourism and hospitality knowledge for creating a workforce having competent theoretical and practical knowledge. The chapter concludes highlighting the importance of the institutionalization of tourism education for its further development .
Avi, Muneem and Hafsa in the tenth chapter outline the interaction of social media networks in tourism destination promotion and administration . Social media as a technological tool can play a vital part to both attract and manage visitors in tourist destinations in Bangladesh . Tourist destinations in this country have potential and require considerable attention for promotion and development . Bangladesh Parjatan Corporation (BPC) and Bangladesh Tourism Board (BTB) hold an advantageous position, being the Central Government ’s tourism agencies, to promote tourism . However, both BPC and BTB fail largely to utilize social networking to their advantage. Results show that social media can be purposive for promoting, developing and administering tourism by means of supporting information sharing processes and keeping stakeholders informed about the services and offers. The effectiveness of social media however can be affected badly due to inadequate information and communication as well as increased distance between the authorities and beneficiaries.
In Chap. 11, Kabir and Rahman review and do the profiling of tourism education and research in Bangladesh . With an exploratory approach, the study collects and analyses data from both primary and secondary sources. The findings reveal that tourism education is very much connected to practice rather than theoretical knowledge being co-created in class. Thus, the course curriculum requires special attention as well as the relevant institutions offering tourism education . In general, the nature and status associated with tourism and hospitality jobs, scarcity of qualified academicians and institutes, faulty course curriculum , accessibility to quality and updated materials, and failure of the government to play its functional roles remain critical for the development of tourism education and research in Bangladesh .
In Chap. 12, Johara, Yahya and Zainal assess the engagement of hospitality and tourism employees through Talent Management Practices (TMP). This chapter offers a better understanding of practitioners’ insights of TM practices that can influence the engagement of employees. Main issues attached to engagement are discussed with practical recommendations. This study examines particularly the views of hotel and restaurant employees and finds high turnover and low performance challenges that can result in a potential loss of competitive advantage. The research uses partial least square structural equation modelling with SMART–PLS and a positive research approach with a quantitative basis of enquiry. Results of the research show that both TMP and engagement are regarded as higher order construct for measuring the relationship between TM practices and engagement . The measurement model (i.e. results of indicator, internal consistency, convergent and discriminant validity, Heterotrait–Monotrait ratio) is tested. Overall, the structural model shows that TMP has a significant impact on engagement , TMP is a higher-order construct and offers deeper insights into the dynamics of TM.
In Chap. 13, Islam and Akhtar review the present tourism marketing education and research development status in Bangladesh, and the basic purpose of this chapter is to offer appropriate suggestions for this purpose. Results of this study show that tourism marketing education and research development are required in Bangladesh when useful coordination between different stakeholders of the industry is absent. The chapter suggests that the present tourism marketing education requires radical transformations, including curriculum , programme offering, pedagogy, andragogy, research , training and learning environment. This chapter further states that tourism marketing research and education facilities are required to be developed. These need to be well empowered for opening up national and international opportunities for tourism businesses and markets as well as creating greater impacts in generating GDP of the country through skilled human capital .
In Chap. 14, Hoque, Faisal, Rahman and Hassan acknowledge the contributions of non-governmental organizations (NGOs) towards the socio-economic developments in Bangladesh . The study highlights the historical and contemporary perspectives of NGOs’ involvement in tourism education . In this regard, two Bangladeshi-origin NGOs – BRAC (Building Resources Across Communities) and ASA (Association for Social Advancement) – have been found suitable for the study. Accordingly, the research finds that both of these NGO-affiliated universities offer courses mainly in science and business having acceptable image, financial and managerial capacities. The chapter concludes that the capacities of (these) NGOs are required to be integrated in tourism education and research for producing quality graduates and future employees equipped with better knowledge and leadership skills.
In Chap. 15, Anjum explores the policies and practices of the tourism industry in Bangladesh on the lens of ‘gender equity ’. Gender equality remains the fifth agenda of Sustainable Development Goals (SDGs) as developed by the United nations that highlights co-existence principle in societies. Findings show that women being the ‘less included gender’ are critically absent in both policies and practices in the tourism and hospitality industry. Women are underepresented in decision making and leading positions and are comparatively less paid than men. Some more issues are identified along the lines of gender issue and representation by women are: inequitable leadership, societal stereotypes and non-acceptance, work-life balance, lack of self-esteem, lack of training, and violence against women. The study finds that the basic reason for such issues is the non-equitable gender balance in the tourism and hospitality industry of Bangladesh . The chapter suggests that a gradual development of a gender dimension followed by the reframing of policies that can only be expected to ensure a gender balanced sustainable tourism policies in Bangladesh .
In Chap. 16, Muneem, Avi and Hoque find that the development of tourism in Bangladesh is still nascent and the country fails to value tourism as a potential economic industry. From both primary and secondary data, the study identifies and reports a number of issues creating obstacles for tourism promotion and development in Bangladesh . The key issues being highlighted in the chapter include the absence of a tourism master plan , no tourism quality assurance cell, poor quality of tourist facilities and infrastructure, lack of coordination among stakeholders, improper marketing , limited budget, and lack of awareness. The authors believe that addressing these issues may help tourism development in Bangladesh .
Rahman identifies the ultimate necessity of region-based policy within Bangladesh in the seventeenth chapter. The chapter adopts a qualitative approach in which desk-based literature review and opinions from various industry experts have been consulted. The author finds that the National Tourism Policy (NTP) largely fails to duly acknowledge the uniqueness and tourism potentials of the Chittagong Hill Tracts (CHT). The chapter criticizes the NTP of Bangladesh , which barely mentions CHT in any of its six chapters. Also, the community aspects (i.e. the presence and inclusion of indigenous communities) and administrative distinctiveness are ignored while the composition of unique cultures and nature (in country perspective) is sidestepped. The chapter concludes with a raised demand for developing region-based tourism policies under the wider umbrella of the NTP of Bangladesh . The study argues that the development of such policy has to be backed by strong research inputs for ensuring coherence and endurability in planning and formulation of strategy.
In Chap. 18, Rahman, Faisal, Hassan and Hoque conduct a critical review of the existing tourism policy of Bangladesh and explore some key issues to be accommodated in future policy guidelines. Since the tourism industry in Bangladesh is developing, there is a thriving demand for an updated and timely tourism policy . The authors develop a framework from the extant literature to inform the core grounds for critical evaluation. Accordingly, the current policy has been investigated from three different but interrelated perspectives: policy governance, policy conditions, and policy cycles within a tourism context. Findings suggest devolution of authority for a decentralized platform of tourism policy is inevitable while the policymakers have to consider the broader (macro) environmental factors for desired policy outcomes. In addition, typical policy cycle issues are identified as proper market segmentations, developing carrying capacities, engaging destination communities, developing data framework, proper knowledge-management and so on. In sum, an inclusive tourism policy is desired that must be reviewed and updated after a specific time period to cope up with the everchanging nature of tourism .
This book has drawn on theoretical and empirical studies to identify issues for further consideration by the tourism policymakers and planners in Bangladesh . In so doing, authors critically evaluate the contents and processes (of development ) of available policy and planning documents. Given the developing countries’ contexts, this book expects to set a benchmark for future study of tourism policy and planning in Bangladesh .
is an Assistant Professor of Tourism and Hospitality Management at the University of Dhaka, Bangladesh. He holds a PhD in Tourism Management from Lincoln University, New Zealand, and MBA in Tourism and Hospitality Management from the University of Dhaka. His research interests include sustainable tourism, tourism management, tourism planning and policies, tourism governance, crisis and resilience in tourism systems, and destination development. Dr Rahman has presented his papers in reputed international tourism conferences and published 13 refereed papers and 4 book chapters. He is a regular reviewer of a few esteemed national and international academic (tourism and hospitality) journals. With a view to ensure sustainable development, Dr Rahman is also engaged in a number of industry projects as an Expert Advisor at the national and local levels in Bangladesh. ORCID: https://orcid.org/0000-0003-2667-4794
is a member of the Tourism Consultants Network of the UK Tourism Society. Hassan holds PhD from the United Kingdom. Hassan’s research interest are: technology-supported marketing for tourism and hospitality, immersive technology application in the tourism and hospitality industry, technology-influenced marketing suggestions for sustainable tourism, and hospitality industry in developing countries. Hassan authored over 100 articles and book chapters in leading tourism outlets. He is also part of the editorial team of 15 book projects from Routledge, Springer, CAB International and Emerald Group Publishing Limited. Hassan is a regular reviewer of Tourism Management, Journal of Hospitality and Tourism Management, Tourism Analysis, International Journal of Human Resource Management, Journal of Ecotourism, Journal of Business Research , eReview of Tourism Research (eRTR), International Interdisciplinary Business-Economics Advancement Journal, Heliyon and International Journal of Tourism Cities.