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tourism product development

tourism product development

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tourism product development

  1. 1. 1 Murcia, Spain THE NEW GLOBAL TOURISM ENVIRONMENT: TOURIST PRODUCT DEVELOPMENT OF “DEKO SOBUJER SOMBAR”. SUBMITTED TO: Margarita Capdepón Frías AND Joantxo Llantada DEPARTMENT OF TOURISM UCAM SUBMITTED BY: MD IKBAL HUSSAIN UCAM SUBMITION DATE: 12.18.2015
  2. 2. 2 Introduction Tourism is a highly complex phenomenon. Throughout the world, tourism has been known as a tool of bringing economic benefits to a country or specific region (Eccles, 1995). According to Croes (2006) and Scheyvens and Mornsen (2008), tourism spurs economic activity by creating jobs for the community. In countries blessed with natural assets, ecotourism has become a widely popular industry. The United Nations (UN) and the World Trade Organization (WTO) have predicted that ecotourism will become the world’s biggest industry in the future (Kaur, 2006). Every day the tourism company introduce new product and service for fulfill the tourist needs and wants. Tourism products compared with the types of products or services have different characteristics and Burkat and Medlik define as tourism products to an array of integrated products that involve of attraction, transportation, accommodation, entertainment, which are prepared or develop by individual, companies or government and offered discretely to consumers. There are six elements that make up an integrated tourism package and that are;  Objective and attractions;  Tour operators;  Transportation;  Accommodation;  Service souvenir;  Business service support. Tourism product is a series of interconnected service. Tourism products as one of the objects in the supply of tourism marketing have the main elements which consist of three parts (Yoeti, 2002): attractiveness of tourist destination, facilities owned tourist destination and ease to reach this destination. Product development improves the profitability of tourism businesses by increasing the number of products and services available for tourists as well as the number of visits.
  3. 3. 3 New product Bangladesh is a country filled with natural resources, forest, waterfalls, sea- beach, swamp forest, hills, lakes, valleys, river, wetlands and man-made tea garden, rubber garden that’s why eco-tourism is ideal for Bangladesh. SEARCH VROMAN introduces a tourism product in Bangladesh. Their concern only the Sylhet based three days eco-tourism and the name “Deko Sobuj Sombar”. This product offers Three days package and visits the natural beauty of Sylhet. It is a district of Bangladesh and situated in north east Bangladesh which surrounded by tea estates, subtropical hill, rainforest, river, and wetlands. This package divided three days into three main destinations as follows. The first day: Visit Ratargul Swamp forest and Jaflong. Ratargul Swamp forest is located in Gowainghat, Sylhet near the river Goain. It is the only swamp forest in Bangladesh as well as one of the few freshwater swamp forests in the world. Jaflong is a hill station and situated also in Goaighat and border between Bangladesh and India. Here the lots of fruits garden, betel leaf and areca nuts garden, green hills, and colorful tribal life (Kashia). Enjoy the rare beauty of rolling stones from hills. The second day: Go Madhabkunda waterfall, tea garden and Lawachara national park in Shreemongal. Madhabkunda waterfall is one of the largest waterfalls in Bangladesh. Big boulders, surrounding forest and the adjoin streams attracts many tourists. The third day: Enjoy the natural beauty of wetlands at Hakaluki Haors. It is a marsh wetland ecological system of Bangladesh. It is one of the largest wetland in Bangladesh as well as in Asia. A total 558 spices of animals and birds have been identifying here and some of the very rare – already declared as threatened, vulnerable, endangered and critically endangered species.
  4. 4. 4 Why Deko Sobuj Sombar The main values of Deko Sobuj Sombar are;  It contributes the nature conservation and protection  It supports well-being of the local community  It has an educational component that create awareness both tourist and local people  Lowest negative impact on the environmental and socio-economical component.  It has made awareness of climate change  Ecotourism contributes to nature protection. The market of Deko Sobuj Sombar Every tourist is different and feels attracted by different tourist destination, engage in different activities in the vacation time, use of different entertainment facilities. So many man many mind and in tourism sector it is very important for launched a tourism product. Some people enjoy cultural tourism, many tourists like eco-tourism, many are like ski during their winter holy day. Smith (1956) introduces the concept of market segmentation as a strategy. He states that “Market segmentation [……] consists of viewing a heterogeneous market as a number of smaller homogeneous markets”. The benefit of market segmentation lies in a tourist destination being able to specialize on the needs of a particular group and become the best in catering for this group. Before Deko Sobuj Sombar launched to research the market with a survey of the local and international market. Deko Sobuj Sombar targets the following tourist group; By Age: Deko Sobuj Sombar targets age 18-25 years and old and retired people at the age of 55-63 as well as foreigners.
  5. 5. 5 By Income: Our intention is middle-class income people who can effort the cost. The level of education: Eco-tourism is one of the different kinds of tourism. Our aim is university and college student in Bangladesh as well as a researcher about ecology and makes awareness about climate change. Deko Sobuj Sombar: Aims for high-quality hotel and restaurants for their tourist. It determines their priorities, their opinion, their attitudes and their interest. About 2o million Sylheti people live in outside Bangladesh. We establish and make negation with other travel company in UK, America, Spain, France and Middle East to encourage our Deko Sobuj Sombar package. Main tourist’s service: The following five services is important for Deko Sobuj Sombar when to determine this new product for marketing. Tourist Services Accommodatio n Transportation Food & Beverage Travel agencies Shopping
  6. 6. 6 Accommodation There are several options available in Sylhet for accommodation for visitors like short-term accommodation, long term accommodation offer by the hotel, apartment owners, dormitories, boarding house etc. The summary of accommodation facilities shows in the following table. Types of accommodation Brief description short-term accommodation Homes, country house, furnished or unfurnished apartments for typical or monthly basis. Hotels, resort hotels, motel, pension, youth hostel, apartment hotels. Some of Sylhet's hotels are - Hotel Rose view, Hotel Sonargaon, Hotel Hiltown, Hotel Sylhet Metro, Hotel Green Valley, Hotel Gulshan etc. Campgrounds, trailer parks protective shelters or plain bivouac facilities for placing tents or sleeping bags. Near swamp forest and Hakaluki haor some of the fishing and hunting camps, recreational camps in Madobkudo and Shreemongol for the tourist and enjoy the beautiful scenery of green land of Sylhet, Bangladesh. Other accommodation Temporary or longer term accommodation in single shared rooms or dormitories for student, group of people, workers or visitors. Some of these are SUST dormitories, Porjatan motels, SIU dormitories etc.
  7. 7. 7 Transportation facilities Transportation is one of the basic needs for tourists. Without proper transportation system or facilities, it is impossible to attract the visitors. The transportation to Sylhet as well as visiting sport from the capital city of Bangladesh has some nice and cozy bus service, train service, boat service and by air. By land It takes only 4 -4.30 hours from the capital by bus and 5- 6 hours by rail and by private car or taxi only 3.30 -4 hours. There are lots of bus companies such as Ena poribohon, Green line, Hanif poribohon and rail is Bangladesh railway from Komlapur station. By Air Some low-cost company establishes in Bangladesh doing a flight at domestic and international ways. Biman Bangladesh, Emirates, Air India in international and foreign tourist come at Sylhet directly in Osmani international airport and from Dhaka, Chittagong, and another district can come by united air, regent air, US bangle airlines, and Novo air. By water The river makes the Bangladesh as a net. Everywhere one can find a river and the main communication system in Haor areas by boat. After reach in Sylhet, there are lots of public services and the most reliable service Rickshaw. Food and beverage service Bangladeshi people are very much hospitable and especially Sylheti people. There are huge facilities for food and beverage everywhere in your trip. Restaurant, first food shop, street food shop, coffee house, tea stall, fruits shop
  8. 8. 8 are available. But alcohol, hard drinks is totally prohibited but foreign visitors find in some specific place. Bangladeshi food is spicy food and the village people arrange in his house also with garden fresh vegetables and fish from their ponds. The visitors can catch fish from Haor, river or from the farmers ponds as well as collect vegetables and fruits from farmers garden. Travel agency Travel, whether for business or pleasure, requires arrangements. The traveler usually faces a variety of choices regarding transportation and accommodations; and if the trip is for pleasure, there are a variety of choices regarding destinations, attractions, and activities. The traveler may gather information on prices, value, schedules, characteristics of the destination, and available activities directly, investing a considerable amount of time on the Internet, or possibly money on long - distance telephone calls, to complete the trip arrangements. There are two options; Travel agencies Travel agency sells inclusive tours, holiday, transportation tickets and other related products. Search Vroman contact with a major travel agency in locally and some of the international company especially in major Bangladeshi community in London, New York, Madrid and the middle east to introduce and sell the Deko Sobuj Sombar. By internet The visitor also books their tour by online. Broma.com, winuxtravel.com, hotelbangladesh.com, booking.com also popular in Bangladesh. Shopping Shopping is one of the major categories of tourists’ expenditure and representing a significant source of income for national economies both directly
  9. 9. 9 and through the many linkages to other sectors in the economy. Therefore, it is an essential element in tourism supply because it affects the success of the tourist destination area. Shopping at souvenirs, art, handicrafts, local products, and the farmers market is becoming an increasingly relevant component of the tourism value chain. Shopping has converted into a determinant factor affecting destination choice, an important component of the overall travel experience and, in some cases the prime travel motivation. There are lots of market Sylhet and travelers can buy local traditional goods, cloth, and handy craft items. Major markets are; Al Hamra shopping city, Bluewater, Arong, Boutique shop etc. SWOT analysis of Deko Sobuj Sombar SWOT stands for strength, weakness, opportunities and threats. By SWOT analysis management find the strength and weakness within the company and outside opportunities and threats. The SWOT analyzes of Deko Sobuj Sombars major finding are; Strength  Vast geography with forest, river, garden, wetlands, hills, reserve parks.  Varied culture; tribal life, village people, fisherman, farmer.  Many historical monuments  Efficient transport facilities  Learn new language Weakness  Many language and dialects  Lack of adequate infrastructure  Safety and security of foreign tourists  Lack of maintenance of monuments, forests etc  Misconception about Bangladesh by foreigners Opportunities  Go green initiative  Increased privatization
  10. 10. 10  Few competitor  Ecotourism  World class hotels and airport near  Cheapest then others Threats  Terrorism  Political situation  Corruption  Better promotion by others  Economic slowdown in Bangladesh Bangladesh Tourism Board established in 2010 to meet the strong demand for the private sector and the tourism professionals. It is affiliated with United Nations World Tourism Organizations (UNWTO). Objectives of tourism policy – 2010 1) To construct various rules under the law where the main objective is to fill in the gap of existing tourism rules and let regulations proceed; 2) To develop tourism industries through various planning related activities and side by side give advice as well as directions; 3) To create general awareness regarding tourism protection, development, and exploration; 4) To execute responsible tourism through creation of some helping hand on behalf of government like as personal sector, local people, local administration, NGO, women federation, media; 5) To create better communication channel for the International Tourists Organizations in Bangladesh with both government and private tourism related organizations;
  11. 11. 11 6) To create a strong and safe foothold for the Bangladeshi Tourist by coordinating with respective government organizations; 7) To create a tourism friendly environment in Bangladesh and to market its tourism potential in both domestic and foreign nations; 8) To develop human resource for tourism sector by creating training facilities and provide them with the right directions; 9) To attract tourists by maintaining quality and relevant material which in turn can provide smooth tourism service and ensuring necessary actions that need to be taken for maintenance; 10) To ensure the participation of physically challenged people; 11) To protect women rights and ensure their participation in the tourism sector; 12) To research on the tourism industry, to survey international markets and to analyze the data. Principal Issues of the Policy: 1. It to be ensured first that tourism will not affect biodiversity conservation process. 2. No tourist vessel will be allowed to enter without a certificate of BIWTA (Bangladesh Inland Water Transport Authority) (Biwta.gov.bd). 3. Adequate food, water, and beverage should be stocked. 4. In the sanctuaries, free movement, natural behaviors, breeding, and rearing of wildlife will be given priority. 5. Tourist will be kept limited to the carrying capacity of different sites. 6. Ecology-related laws including Forest Act, Wildlife Preservation and Safety Act and other related laws. 7. Carrying arms, weapon, trap, poison etc. and any equipment for fishing and hunting is prohibited.
  12. 12. 12 8. Taking the sound systems like mike or microphone is not allowed during the tour. The silence of the forest must be maintained. 9. Tourist vessels should follow the directed route. 10.Tourists, tour operators, and Forest Department should perform their responsibilities properly for the tour. The marketing strategy of Deko Sobuj Sombar Marketing tourism products is different from other products because tourism sold experience rather than a tangible product. The product is service based that customer often walks away from the tourism offering with only a memory or experience. So clearly, promotion and advertising play a significant role in establishing an eco-product in the marketplace. We follow the following tools;  The first marketing model called PESTE; political, economic, social, technological and environmental.  From cost leadership to differentiation  Learn three language- mother tongue, national and international.  Polite speech, good body language  Good personality  Courtesy calls  Letters  Fax  Email message  Neat maintenance of travel documents  Advertising in target customers language  Creating the branding, create the positioning, find the niche  The brochure, the website, the positioning statement  Industry partnership and a new sponsorship program
  13. 13. 13  Open office near university and college  Open pages in Facebook, Tweeter and publish new picture  Contact with online marketing company
  14. 14. 14 Reference: 1. bangladeshtourism.gov.bd : Bangladesh Parjatan Corporation (BPC). 2. Biwta.gov.bd, "Biwta » Bangladesh Inland Water Transport Authority". N.p., 2015. Web. 18 Dec. 2015. 3. Croes, R. R. (2006). A paradigm shift to a new strategy for small island economies: embracing demand side economics for value enhancement and long term economic stability. Tourism Management, 27(3), 453-465. 4. Eccles, G. (1995). Marketing, sustainable development and international tourism. International Journal of Contemporary Hospitality Management, 7(7), 20-26 5. http://www2.unwto.org: World Tourism Organization (UNWTO) 6. H. Oka A. Yoeti. Drs., MBA. 2002. Perencanaan Strategis Pemasaran Daerah Tujuan Wisata. Penerbit PT. Pradnya Paramita, Jakarta. 7. http://tourismboard.gov.bd: Tourism Policy-Bangladesh Tourism Board (National Tourism Organization). 8. Kaur, C. R (2006). National Ecotourism Plan: Assessing Implementation of the Guidelines for Marine Parks, Research Centre for Coastal and Marine Environment, Matitime Institut of Malaysia (2006). 9. Lokatourconsultant.blogspot.com.es, "Tourism Product Definition ~ New Atlantis". N.p., 2015. Web. 18 Dec. 2015. 10.Scheyvens, R., & Mornsen, J. H. (2008). Tourism and poverty reduction: issues for small island states. Tourism Geographies, 10(1), 22-41. 11.Smith, W. (1956), “Product differentiation and market segmentation as alternative marketing strategies”,Journal of Marketing, 21, 3–8.

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