Description
Marketing strategy is the outcome of a firm's segmentation, targeting and positioning choices (STP process) at the level of the Strategic Business Unit (Webster, 2005). This philosophy is supported by marketing textbooks (for example, Kotler, 2003), where this process is enforced as the core of marketing strategy. In other words, the main concept of marketing strategy involve the tasks of identifying and choosing the target segments in where the actual and potential customers are living and desired to purchase the product.
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[103]
MARKETING STRATEGIES FOR TOURISM INDUSTRY IN
BANGLADESH: EMPHASIZE ON NICHE MARKET
STRATEGY FOR ATTRACTING FOREIGN TOURISTS
Mohammad Amzad Hossain Sarker,
PhD Candidate
(Assistant Professor, Comilla University, Bangladesh)
School of Management, Wuhan University of Technology
Wuhan, China.
Sumayya Begum,
PhD Candidate
(Senior Lecturer, Southeast University, Bangladesh)
School of Management, Wuhan University of Technology
Wuhan, P.R. China
ABSTRACT
Bangladesh has bright prospects of tourism in future. She possesses tourism potentials all over
the country. But, Bangladesh tourism is facing so many problems including marketing strategy.
By applying niche market strategies she can earn more foreign currency because Bangladesh is
blessed with four key tourism products: Beaches, Forest, Hills and islands, Historical place and
Archaeological Sites that are mostly pleasing to many tourists. This paper is focusing the
present strengths and weaknesses of tourism industry in Bangladesh and the ways to implement
niche market strategy. Findings indicate that four iconic products can play significant role in
the total earnings in this sector. Finally, this paper suggests how niche market strategy will help
the policy maker to differentiate the tourists market and customize their service to achieve
strategic marketing objectives and solve present downward earnings.
Keywords: Marketing Strategy, Niche Market strategy, Iconic products.
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[104]
INTRODUCTION:
Today’s tourism industry has become one of the most important factors in GDP contribution in worldwide. It
plays a significant role in socio-economic development of a country. Most of the tourists prefer to visit in
different destinations for different reasons (e.g. For Business, Study, Attend international conferences,
Vacations and holidays, Treatment, Meet with family members and friends, to see events like world cup,
Olympic etc.). It is recognized that most of the developing countries now generate economic benefits
through its tourism industry. In past, the government may have been reluctant to invest for tourism
development, but in this modern age the situation has changed. Now government concentrates on not only
tourism but also hospitality management like hotels, motels, restaurants, transportation, security and
entertainment etc. Bangladesh as a developing country is moving towards facing challenges of globalization.
It has beautiful sights and historical places which are able to grow attention to international tourists. But this
industry failed to grow properly because of lack of sustainable and effective tourism marketing strategies
and reluctant attitude of different governments to develop this industry. Many foreigners have negative
perception toward our country. They feel Bangladesh is a country of poverty, beggars, floods and political
unrest (Hossain, 1999). Besides, ministry of civil aviation and tourism, Bangladesh Parjaton Corporation
(Govt. Tourism Organization) and other private tour operators did not apply marketing concept and
strategies properly to reach their tourist product to target consumers (tourists).
Bangladesh, as a vacation destination, has many facets and strengths. She is endowed with almost all the
natural potentials that attract tourist (Shahid, 2004). These include: Among the beaches, Cox’s Bazaar, the
longest unbroken clean and sandy beach in the world; Kuakata sea beach is known as sunrise and sunset;
Sundarbans, the home of the majestic Royal Bengal tigers, Rangamati, known as the heart of the panoramic
lake district; Sylhet, known as the land of twelve spiritual Awuilia which fascinating hills and tea gardens;
Chittagong, the largest port city of the country and known as the city of shrines; Above all, reverie beauty,
colourful tribal culture and simple village life are the main factors for attracting visitors (Hasan S.R., 2005).
Though Bangladesh has lot of attractive destinations but there are some weaknesses: poor infrastructure,
unstable political situation, image crisis etc. Besides, fund allocation on tourism is not sufficient; niche
marketing strategy would be profitable strategy for Bangladesh. These kind of attractions are need to be
explored by the niche marketing strategies and need to formulate and implement tourism marketing strategic
plan either by the Bangladesh Parjaton Corporation (public sector) or the public-private sectors both .
OBJECTIVES:
The research objectives of this study are:
1. To analyze the marketing strategies adopted by Bangladesh Parjaton Corporation.
2. To identify and analyze the niche markets for getting competitive advantage as an international destination.
3. To suggest recommendations for the development of key tourism products in Bangladesh.
CONCEPTUAL FRAMEWORK:
MARKETING STRATEGY:
Marketing strategy is the outcome of a firm’s segmentation, targeting and positioning choices (STP process)
at the level of the Strategic Business Unit (Webster, 2005). This philosophy is supported by marketing
textbooks (for example, Kotler, 2003), where this process is enforced as the core of marketing strategy. In
other words, the main concept of marketing strategy involve the tasks of identifying and choosing the target
segments in where the actual and potential customers are living and desired to purchase the product. In
higher level, there are three marketing strategy, market segmentation, targeting and positioning in reaching
minds of the target customers and offer them suitable products/ services that will serve customers special
interests. The term "segmentation" appears to have been originally introduced by Smith (1956). According to
Kotler (2000), market segmentation means dividing the whole market into different parts on the basis of
various variables. Target Marketing involves breaking a market into segments and then concentrating
marketing efforts on one or a few key segments. According to Kotler et al. (2003), positioning is the way the
product is defined by tourists on important attributes; it is the place the product occupies in tourists’ mind
relative to competing products.
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[105]
NICHE MARKET STRATEGY:
Niche marketing has been used synonymously with “market segmentation”, “target marketing”,
“micromarketing” “regional marketing”, “focused marketing” and “concentrated marketing” (Dalgic and
Leeuw, 1994; Linneman and Stanton, 1992). It is, however, none of these and all of these. From an overall
firm strategy perspective, a niche market strategy is defined as “an emphasis on a particular need, or
geographic, demographic or product segment” (Teplensky et al., 1993). Kotler (2003) states that niche
markets are usually constructed by dividing a segment into sub-segments and that the key issue in niche
marketing is specialization. Shani and Chalasani (1992) differentiate between market segmentation and
niche marketing. They characterize market segmentation as a top-down approach. A literature search
by Kara and Kaynak (1997) came to the conclusion that niche marketing takes market segmentation one step
further in terms of creating a distinct group of customers.
METHODOLOGY:
To achieve the objectives of the study mainly the secondary information has been used for conducting this
research. Secondary information has been collected from annual reports, website of ministry of civil aviation
and tourism and Bangladesh Parjaton Corporation, publications of world trade organizations, different
journals and research papers. After collecting information researchers analyze the future prospects of nice
market strategy for the development of tourism industry in Bangladesh.
FINDINGS AND ANALYSIS:
MARKET SEGMENTATION:
Market segmentation strategy plays an important role in the success of tourism marketing objectives. A
tourist market may be identified corresponding to each tourist product. In that sense, we can define market is
a set of actual and potential buyers of each product. There are five segmenting variables: Geographic,
Demographic, Geo-demographic, Psychographic and Behavioral (Kotler et al.2002). Bangladesh Parjaton
Corporation (BPC) formulates the policy to regulate the tourism industry. To segmenting the target market it
emphasize on two variables that are (i) Demographic segmentation and (ii) Psychographic segmentation.
Demographic segmentation are usually large because in that segment tourist product can attract a limited
number of groups and age provides the biggest range of options for defining a large number of groups.
Psychographic segmentation provides us depth information of tourists. By this segmentation we understand
about tourists’ personal interests, motivations, aspirations and emotions etc.
(i) Demographic segmentation for international tourists:
- Ethnic identity and nationality: Most of the tourists coming from Europe, South Asia, USA, Gulf
Cooperation Council Countries, East Asia and the Pacific Rim, USA, England, Australia and New
Zealand and others.
- Age: Tourists groups are usually young and middle age people; sometimes families with children and
even retired people are coming too visited at different locations.
- Family life cycle: Some Bangali UK and USA immigrants like to visit Bangladesh with their children to
familiar about culture and its heritage.
- Sex: Men and women both equally like to visit Bangladesh.
- Religion: Muslims, Buddhists’ and Christian pilgrims are interested in their concerned religious sites in
Bangladesh.
(ii) Psychographic segmentation for international tourists:
Actually demographic segmentation cope is vast and easy to understand but the variables of psychographic
segmentation is so depth that is needed to explore. The living pattern, day to day activities and the
entertainment item consumed by the tourists is most important. For psychographic segmentation customers
special interests, hobby, opinions, and attitudes towards different types of vacations is important. Therefore,
BPC is trying to segmenting the market on the basis of tourists’ psychographic characteristics but not
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[106]
success. If they could differentiate among these segments, they would be able to select appropriate segments
and develop as well as implement marketing strategy for each selected target group.
TARGET MARKETING:
Target marketing involves evaluate each market segment attractiveness and selecting one or more segments
to enter. In that phase BPC concentrate its marketing effort on Beaches, Hills & islands, Forest & Jungle,
Historical places, Archaeological Sites and other.
MARKET POSITIONING:
According to kotler et al. (2003), positioning is the way the product is defined by tourists on important
attributes; it is the place the product occupies in tourists’ mind relative to competing products. It is difficult
to promote specific tourists product when that product have several attractiveness. That’s why BPC promote
bundle of tourist’s product for the tourists. According to data of MoCAT, BPC consider four major tourist’s
products which have attractiveness and demand and added competitive advantage to Bangladesh. Those
products, won good positioning in the tourists mind in the Europe, South Asia, East Asia and the Pacific Rim,
USA, England, Australia and New Zealand and the products are as following:
1. Beaches
2. Forest, Hills and islands
3. Historical place
4. Archaeological Sites
1. Niche Market for Beaches: The Beaches product assortment includes Patenga, Parki, Cox’s Bazar,
Teknaf, Saint martin island and Kuakata. Among these Cox’s bazaar, Teknaf and Saint martin attract
more local and foreign tourists. The tourists who want to stay relax, rescue from mental problem,
physical fitness for body disorders and visit for open air are included in this target group.
2. Niche Market for Forest, Hills and Islands (Eco-tourism): Hills and Islands includes Sundarban (the
home of the majestic Royal Bengal tigers), Rangamati (the lake district), Kaptai (the lake town),
Bandarban (the roof of Bangladesh) and Khagrachhari (the hilltop town). Tourists who are looking for
natures and different cultures of different tribes’ people are included in this target group. These sites
covered tourists eco-tourism needs. So Bangladesh eco-tourism met the interest of target group.
3. Niche Market for Historical place: Mostly attracted historical place includes National Museum, Central
shahid Minar, Curzon Hall, Martyred Intellectual Memorial, Baldha Garden, Subrawardy Uddayan,
World war II Cemetery, Old high Court Building, Nator-Rajbari etc. Bangladesh has rich history about its
heritage. Tourists who want enrich their knowledge about history are included in this target group.
4. Niche Market for Archaeological Sites: Mostly attracted archaeological sites are Mainamati, Paharpur,
Shait Gombuge Mosque, Kantajis Temple, Lalbagh Fort, Sonargaon, Ahsan Manzil etc. Tourists
(researchers and students) who want enrich their knowledge about archaeology are included in this target
group. This product met the interest of target group.
RECOMMENDATIONS AND CONCLUSION:
Bangladesh is a developing country and it has lots of tourist’s products but all products are not attracting
foreign tourists. So Bangladesh needs to concentrate to develop Iconic products rather than to increase the
number of offers. The following recommendations will help to the authority to develop its four Iconic
Products: Firstly, for beaches authority should establish more hotels, motels and security. Authority can
encourage local people to participate for their own economic benefit. Local authority should upgrade the
infrastructure of beach sites. Secondly, for eco-tourism authority should protect the green environment and
forest also. Local authority should initiative to involve tribal’s in the process of eco-tourism. Thirdly, for
historical place authority should promote its historical places and marketing these places through
promotional mix. It is so important to preserve historical places. Finally, for archaeological sites authority
should develop communication (transportation) facilities to reach these sites and establish standard hotel and
restaurants nearest to sites. It is necessary to train up the human resource of different sites office to guide the
foreign tourists properly. It is important to offering the key products to niche markets in different way in
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[107]
compare to competing countries. By taking proper niche marketing strategy Bangladesh can increase the
receipts and number of tourists. Niche market strategy can be useful because most of the foreign tourists
have interest to visit the above mentioned sites and willing to stay few days and spend money for their
enjoyment. By applying this strategy BPC can differentiate its tourist’s product for different target groups
(need basis) and protect its downward earnings.
Finally, the findings of this research will help the policy maker to implement niche market strategy to serve
the target sub groups of international tourists. By using skilled private tour operators it can attract more
foreign tourists to visit its four key products Beaches, Eco-tourism, Historical place and Archaeological sites
in addition to promotional program, establish tourist office in abroad and updated websites.
REFERENCES:
[1] Dalgic, T., Leeuw, M. (1994), ‘Niche marketing revisited: concepts, applications, and some european
cases’, European Journal of Marketing”, Vol. 28 No.4, pp.39-55.
[2] Hasan, S. R., (2005), ‘Marketing publicity and sales promotion for tourism development in
Bangladesh’, Social Science Review”, Vol. 19, No. 2, Dhaka University, Bangladesh.
[3] Kara, A., Kaynak, E. (1997), "Markets of a single customer: exploiting conceptual developments in
market segmentation", European Journal of Marketing, Vol. 31, No. 11/12, pp 873-95.
[4] Kotler, P. (2003), ‘Marketing Management’, 11th ed., Prentice-Hall, Upper Saddle River, NJ.
[5] Kotler P (1991), ‘Marketing Management’ 7th ed, Englewood Cliffs, New Jersey: Prentice- Hall.
[6] Kotler, P. (2000), ‘Marketing Management’, 11th ed., Pearson Education, Inc., NJ.
[7] Linneman, R.E., Stanton, J.L. (1992), ‘Making Niche Marketing Work: How to Grow Bigger by Acting
Smaller’, McGraw-Hill, Inc., New York, NY.
[8] Saunders, J. (2002), ‘Quantitative methods in marketing’, Thomson, London, pp. 85-99
[9] Shahid, M. (2004), “The tourism fair contributors to Bangladesh Economy’, Holiday
[10] Aviation”, August 31st, Dhaka Bangladesh.
[11] Shani, D., Chalasani, S. (1992), "Exploiting niches using relationship marketing’, The Journal of
Services Marketing”, Vol. 6, No.4, pp.43-52.
[12] Smith (1956), “Product differentiation and market segmentation as alternative marketing
[13] Strategies’, Journal of Marketing”, 20, 3-8.
[14] Teplensky, J.D., Kimberly, J.R., Hillman, A.L., Schwartz, J.S. (1993), "Scope, timing and strategic
adjustment in emerging markets: manufacturers strategies and the case of MRI’, Strategic
Management Journa”l, Vol. 14 No.7, pp.505-27.
[15] Webster, F.E. (2005), “Back to the future: integrating marketing as tactics, strategy, and
[16] organizational culture’, Journal of Marketing”, Vol. 69 No. 4, pp. 4-6.
[17] www.bpc.bd
----
doc_185644546.pdf
Marketing strategy is the outcome of a firm's segmentation, targeting and positioning choices (STP process) at the level of the Strategic Business Unit (Webster, 2005). This philosophy is supported by marketing textbooks (for example, Kotler, 2003), where this process is enforced as the core of marketing strategy. In other words, the main concept of marketing strategy involve the tasks of identifying and choosing the target segments in where the actual and potential customers are living and desired to purchase the product.
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[103]
MARKETING STRATEGIES FOR TOURISM INDUSTRY IN
BANGLADESH: EMPHASIZE ON NICHE MARKET
STRATEGY FOR ATTRACTING FOREIGN TOURISTS
Mohammad Amzad Hossain Sarker,
PhD Candidate
(Assistant Professor, Comilla University, Bangladesh)
School of Management, Wuhan University of Technology
Wuhan, China.
Sumayya Begum,
PhD Candidate
(Senior Lecturer, Southeast University, Bangladesh)
School of Management, Wuhan University of Technology
Wuhan, P.R. China
ABSTRACT
Bangladesh has bright prospects of tourism in future. She possesses tourism potentials all over
the country. But, Bangladesh tourism is facing so many problems including marketing strategy.
By applying niche market strategies she can earn more foreign currency because Bangladesh is
blessed with four key tourism products: Beaches, Forest, Hills and islands, Historical place and
Archaeological Sites that are mostly pleasing to many tourists. This paper is focusing the
present strengths and weaknesses of tourism industry in Bangladesh and the ways to implement
niche market strategy. Findings indicate that four iconic products can play significant role in
the total earnings in this sector. Finally, this paper suggests how niche market strategy will help
the policy maker to differentiate the tourists market and customize their service to achieve
strategic marketing objectives and solve present downward earnings.
Keywords: Marketing Strategy, Niche Market strategy, Iconic products.
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[104]
INTRODUCTION:
Today’s tourism industry has become one of the most important factors in GDP contribution in worldwide. It
plays a significant role in socio-economic development of a country. Most of the tourists prefer to visit in
different destinations for different reasons (e.g. For Business, Study, Attend international conferences,
Vacations and holidays, Treatment, Meet with family members and friends, to see events like world cup,
Olympic etc.). It is recognized that most of the developing countries now generate economic benefits
through its tourism industry. In past, the government may have been reluctant to invest for tourism
development, but in this modern age the situation has changed. Now government concentrates on not only
tourism but also hospitality management like hotels, motels, restaurants, transportation, security and
entertainment etc. Bangladesh as a developing country is moving towards facing challenges of globalization.
It has beautiful sights and historical places which are able to grow attention to international tourists. But this
industry failed to grow properly because of lack of sustainable and effective tourism marketing strategies
and reluctant attitude of different governments to develop this industry. Many foreigners have negative
perception toward our country. They feel Bangladesh is a country of poverty, beggars, floods and political
unrest (Hossain, 1999). Besides, ministry of civil aviation and tourism, Bangladesh Parjaton Corporation
(Govt. Tourism Organization) and other private tour operators did not apply marketing concept and
strategies properly to reach their tourist product to target consumers (tourists).
Bangladesh, as a vacation destination, has many facets and strengths. She is endowed with almost all the
natural potentials that attract tourist (Shahid, 2004). These include: Among the beaches, Cox’s Bazaar, the
longest unbroken clean and sandy beach in the world; Kuakata sea beach is known as sunrise and sunset;
Sundarbans, the home of the majestic Royal Bengal tigers, Rangamati, known as the heart of the panoramic
lake district; Sylhet, known as the land of twelve spiritual Awuilia which fascinating hills and tea gardens;
Chittagong, the largest port city of the country and known as the city of shrines; Above all, reverie beauty,
colourful tribal culture and simple village life are the main factors for attracting visitors (Hasan S.R., 2005).
Though Bangladesh has lot of attractive destinations but there are some weaknesses: poor infrastructure,
unstable political situation, image crisis etc. Besides, fund allocation on tourism is not sufficient; niche
marketing strategy would be profitable strategy for Bangladesh. These kind of attractions are need to be
explored by the niche marketing strategies and need to formulate and implement tourism marketing strategic
plan either by the Bangladesh Parjaton Corporation (public sector) or the public-private sectors both .
OBJECTIVES:
The research objectives of this study are:
1. To analyze the marketing strategies adopted by Bangladesh Parjaton Corporation.
2. To identify and analyze the niche markets for getting competitive advantage as an international destination.
3. To suggest recommendations for the development of key tourism products in Bangladesh.
CONCEPTUAL FRAMEWORK:
MARKETING STRATEGY:
Marketing strategy is the outcome of a firm’s segmentation, targeting and positioning choices (STP process)
at the level of the Strategic Business Unit (Webster, 2005). This philosophy is supported by marketing
textbooks (for example, Kotler, 2003), where this process is enforced as the core of marketing strategy. In
other words, the main concept of marketing strategy involve the tasks of identifying and choosing the target
segments in where the actual and potential customers are living and desired to purchase the product. In
higher level, there are three marketing strategy, market segmentation, targeting and positioning in reaching
minds of the target customers and offer them suitable products/ services that will serve customers special
interests. The term "segmentation" appears to have been originally introduced by Smith (1956). According to
Kotler (2000), market segmentation means dividing the whole market into different parts on the basis of
various variables. Target Marketing involves breaking a market into segments and then concentrating
marketing efforts on one or a few key segments. According to Kotler et al. (2003), positioning is the way the
product is defined by tourists on important attributes; it is the place the product occupies in tourists’ mind
relative to competing products.
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[105]
NICHE MARKET STRATEGY:
Niche marketing has been used synonymously with “market segmentation”, “target marketing”,
“micromarketing” “regional marketing”, “focused marketing” and “concentrated marketing” (Dalgic and
Leeuw, 1994; Linneman and Stanton, 1992). It is, however, none of these and all of these. From an overall
firm strategy perspective, a niche market strategy is defined as “an emphasis on a particular need, or
geographic, demographic or product segment” (Teplensky et al., 1993). Kotler (2003) states that niche
markets are usually constructed by dividing a segment into sub-segments and that the key issue in niche
marketing is specialization. Shani and Chalasani (1992) differentiate between market segmentation and
niche marketing. They characterize market segmentation as a top-down approach. A literature search
by Kara and Kaynak (1997) came to the conclusion that niche marketing takes market segmentation one step
further in terms of creating a distinct group of customers.
METHODOLOGY:
To achieve the objectives of the study mainly the secondary information has been used for conducting this
research. Secondary information has been collected from annual reports, website of ministry of civil aviation
and tourism and Bangladesh Parjaton Corporation, publications of world trade organizations, different
journals and research papers. After collecting information researchers analyze the future prospects of nice
market strategy for the development of tourism industry in Bangladesh.
FINDINGS AND ANALYSIS:
MARKET SEGMENTATION:
Market segmentation strategy plays an important role in the success of tourism marketing objectives. A
tourist market may be identified corresponding to each tourist product. In that sense, we can define market is
a set of actual and potential buyers of each product. There are five segmenting variables: Geographic,
Demographic, Geo-demographic, Psychographic and Behavioral (Kotler et al.2002). Bangladesh Parjaton
Corporation (BPC) formulates the policy to regulate the tourism industry. To segmenting the target market it
emphasize on two variables that are (i) Demographic segmentation and (ii) Psychographic segmentation.
Demographic segmentation are usually large because in that segment tourist product can attract a limited
number of groups and age provides the biggest range of options for defining a large number of groups.
Psychographic segmentation provides us depth information of tourists. By this segmentation we understand
about tourists’ personal interests, motivations, aspirations and emotions etc.
(i) Demographic segmentation for international tourists:
- Ethnic identity and nationality: Most of the tourists coming from Europe, South Asia, USA, Gulf
Cooperation Council Countries, East Asia and the Pacific Rim, USA, England, Australia and New
Zealand and others.
- Age: Tourists groups are usually young and middle age people; sometimes families with children and
even retired people are coming too visited at different locations.
- Family life cycle: Some Bangali UK and USA immigrants like to visit Bangladesh with their children to
familiar about culture and its heritage.
- Sex: Men and women both equally like to visit Bangladesh.
- Religion: Muslims, Buddhists’ and Christian pilgrims are interested in their concerned religious sites in
Bangladesh.
(ii) Psychographic segmentation for international tourists:
Actually demographic segmentation cope is vast and easy to understand but the variables of psychographic
segmentation is so depth that is needed to explore. The living pattern, day to day activities and the
entertainment item consumed by the tourists is most important. For psychographic segmentation customers
special interests, hobby, opinions, and attitudes towards different types of vacations is important. Therefore,
BPC is trying to segmenting the market on the basis of tourists’ psychographic characteristics but not
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[106]
success. If they could differentiate among these segments, they would be able to select appropriate segments
and develop as well as implement marketing strategy for each selected target group.
TARGET MARKETING:
Target marketing involves evaluate each market segment attractiveness and selecting one or more segments
to enter. In that phase BPC concentrate its marketing effort on Beaches, Hills & islands, Forest & Jungle,
Historical places, Archaeological Sites and other.
MARKET POSITIONING:
According to kotler et al. (2003), positioning is the way the product is defined by tourists on important
attributes; it is the place the product occupies in tourists’ mind relative to competing products. It is difficult
to promote specific tourists product when that product have several attractiveness. That’s why BPC promote
bundle of tourist’s product for the tourists. According to data of MoCAT, BPC consider four major tourist’s
products which have attractiveness and demand and added competitive advantage to Bangladesh. Those
products, won good positioning in the tourists mind in the Europe, South Asia, East Asia and the Pacific Rim,
USA, England, Australia and New Zealand and the products are as following:
1. Beaches
2. Forest, Hills and islands
3. Historical place
4. Archaeological Sites
1. Niche Market for Beaches: The Beaches product assortment includes Patenga, Parki, Cox’s Bazar,
Teknaf, Saint martin island and Kuakata. Among these Cox’s bazaar, Teknaf and Saint martin attract
more local and foreign tourists. The tourists who want to stay relax, rescue from mental problem,
physical fitness for body disorders and visit for open air are included in this target group.
2. Niche Market for Forest, Hills and Islands (Eco-tourism): Hills and Islands includes Sundarban (the
home of the majestic Royal Bengal tigers), Rangamati (the lake district), Kaptai (the lake town),
Bandarban (the roof of Bangladesh) and Khagrachhari (the hilltop town). Tourists who are looking for
natures and different cultures of different tribes’ people are included in this target group. These sites
covered tourists eco-tourism needs. So Bangladesh eco-tourism met the interest of target group.
3. Niche Market for Historical place: Mostly attracted historical place includes National Museum, Central
shahid Minar, Curzon Hall, Martyred Intellectual Memorial, Baldha Garden, Subrawardy Uddayan,
World war II Cemetery, Old high Court Building, Nator-Rajbari etc. Bangladesh has rich history about its
heritage. Tourists who want enrich their knowledge about history are included in this target group.
4. Niche Market for Archaeological Sites: Mostly attracted archaeological sites are Mainamati, Paharpur,
Shait Gombuge Mosque, Kantajis Temple, Lalbagh Fort, Sonargaon, Ahsan Manzil etc. Tourists
(researchers and students) who want enrich their knowledge about archaeology are included in this target
group. This product met the interest of target group.
RECOMMENDATIONS AND CONCLUSION:
Bangladesh is a developing country and it has lots of tourist’s products but all products are not attracting
foreign tourists. So Bangladesh needs to concentrate to develop Iconic products rather than to increase the
number of offers. The following recommendations will help to the authority to develop its four Iconic
Products: Firstly, for beaches authority should establish more hotels, motels and security. Authority can
encourage local people to participate for their own economic benefit. Local authority should upgrade the
infrastructure of beach sites. Secondly, for eco-tourism authority should protect the green environment and
forest also. Local authority should initiative to involve tribal’s in the process of eco-tourism. Thirdly, for
historical place authority should promote its historical places and marketing these places through
promotional mix. It is so important to preserve historical places. Finally, for archaeological sites authority
should develop communication (transportation) facilities to reach these sites and establish standard hotel and
restaurants nearest to sites. It is necessary to train up the human resource of different sites office to guide the
foreign tourists properly. It is important to offering the key products to niche markets in different way in
R RR Resear cher s esear cher s esear cher s esear cher sW WW Wor ld or ld or ld or ld -Journal of Arts, Science & Commerce ? E-ISSN 2229-4686 ? ISSN 2231-4172
International Refereed Research Journal ? www.researchersworld.com ? Vol.–IV,Issue–1(1),January 2013[107]
compare to competing countries. By taking proper niche marketing strategy Bangladesh can increase the
receipts and number of tourists. Niche market strategy can be useful because most of the foreign tourists
have interest to visit the above mentioned sites and willing to stay few days and spend money for their
enjoyment. By applying this strategy BPC can differentiate its tourist’s product for different target groups
(need basis) and protect its downward earnings.
Finally, the findings of this research will help the policy maker to implement niche market strategy to serve
the target sub groups of international tourists. By using skilled private tour operators it can attract more
foreign tourists to visit its four key products Beaches, Eco-tourism, Historical place and Archaeological sites
in addition to promotional program, establish tourist office in abroad and updated websites.
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