发展中国家的旅游市场-关于孟加拉瓜的研究

1TourismMarketinginDevelopingcountries:astudyofBangladeshContactAddress:SMNazrulIslam,PGResearcher,HospitalityandTourismManagement,UniversityofStrathclyde,GlasgowEmail:[e-mail]mportantanddynamicsectorbothintheworldeconomyandparticularinthedevelopingcountries.Itsgrowthaffectsnotonlytheactivitiesdirectlylinkedtotourismbutalsoothersectors.Tourismisalreadyanimportantsectorinsomedevelopingcountriesandwillbecomesoforothers.Developingcountrieshavebeenfastgrowingintourismindustrytermsintheworldoverthelastdecade.Tourismisoneofthemostimportantsectorsinalargenumberofdevelopingcountries.Increasesineconomicgrowth,disposableincomeandleisuretime,politicalstability,andaggressivetourismcampaigns,amongothersfactors,havefuelledthesignificantgrowthoftourism.Developingcountrieshavesomecommoncharacteristics,suchasextremepovertyandwidespreadconflict(includingcivilwarandethnicclashes),extensivepoliticalcorruption,lackofpoliticalandsocialstability,humanresourceweakness(humanassetsindex,nutrition,health,educationandadultliteracy),andeconomicvulnerability.BangladeshisadevelopingcountryinAsia,holdinghighpotentialityfortourism.BangladeshParjatanCorporation(BPC)playsanimportantroleforthedevelopmentoftourism.Foralongtime,Bangladeshhasbeenanattractivedestinationfortourists.Butatpresent,itspositionisnotsignificantintermsoftheinternationaltourismmarket.TheoverallobjectiveofthisresearchistoidentifytheissuesandchallengesintourismmarketingfacingBangladesh.Keywards:tourism,developingcounty,marketing,andcasestudy1.IntroductionTheroleofinternationaltourismingeneratingeconomicbenefitshaslongbeenrecognisedinmanydevelopingcountries(Jenkins,1991;WTO,1994).Thepublicsectormayhavebeenreluctantinthepasttocontributetowardstourismdevelopment,butthesituationhaschangedand,overtheyears,governments’perspectivesontourismhavenotonlyevolvedtoincludewiderparticipation,buthavealsowidenedfromthenarrowfocusoneconomicbenefitstoencompassenvironmentalandsocietalconcerns.Everythingseemstosuggestthatdevelopingcountrieslookupontourism2consumptionasmannafromheaventhatcanprovideasolutiontoalltheirforeignexchangedifficulties(Erbes,1973:p-1).Thisdescriptionoftourismas‘mannafromhaven’hasgainedsomesupport,inpartbecausetourismisahighlyvisibleactivity.Althoughtourismdevelopmentresultsintheprovisionoffacilitiesandservices,thereare,however,instanceswhenthesefacilitiesarenotaccessibletolocalresidents,particularlyiftourismdevelopmentinvolvesthecreationoftourismenclaves.Inthelasttwodecadesinparticulartourismhasdeveloped,especiallyindevelopingcountriesbytheirintegratedtourismplanning(Buhalis,1999;Butler,2002;Vanhove,2005).Thespecificresearchobjectivesofthisstudyare:1.ToidentifydevelopmenttrendsinBangladeshtourism2.ToevaluatetheeffectivenessoftourismmarketingBangladesh3.ToanalyseissuesintourismmarketinginBangladesh;and4.ToidentifypotentialstrategiesthatcancontributetoincreasingthecompetitivenessofBangladeshtourism.Toconducttheresearch,aconceptualframeworkfromaliteraturereviewwascreatedandimplementedusingofaparticularresearchmethodologyandmethods.2.Definition,concept,meaning,andcharacteristicsofdevelopingcountriesTheterms‘thethirdworld’,‘underdevelopedcountries’,‘developingcountries’,‘poorcountries’,theSouth’and‘less-developedcountries(LDC’s)’aremostlyusedinterchangeably(TosunandJenkins,1998).However,itisnotaneasytasktodefinepreciselywhatismeantbythesetermsasMcQueen(2002).Buchanan(1971,p.20,quotingNewLeftreview,1963,p.4)describes‘thedevelopingcountryisauniverseofradicalscarcity.Defininganddeterminingeverydimensionofmen’srelationshiptoeachother…theinadequacymeansoflivelihoodisthefirstanddistinguishingtruthofthisarea’.Inordertogiveamoreclearmeaningoftheterm,itisworthquotingTodaro(2000)atsomelength:The143African,AsianandLatinAmericanmember3countriesoftheUnitedNationsoftencollectivelyrefertothemselvesasthe‘ThirdWorld’or‘developingcountries’.DevelopingCountries,thirdWorldcountries,industrialisingcountries,underdevelopedcountries,andlessdevelopedcountriesarecountrieswhich,accordingtotheUnitedNationsexhibitthelowestindicatorsofsocioeconomicdevelopment,withthelowesthumandevelopmentratingsofallcountriesintheworld.TheWorldBank(2009)classifieddevelopingcountriesasthosehavingpercapitaincomeoflessUS$2200.Anotherconceptofdevelopingisthattheyhaveahighlevelofilliteracy;Afghanistan,Pakistan,Bangladesh,India,andSudanaretypicalexamples.AccordingtotheUnitedNations(2009),120countriesaredescribedasdevelopingcountries,andtheycompriselessthan20%oftheworld’stotalGNP.Pearce(1994)suggeststhatallthosenationsoutsideofEurope,NorthAmerica,JapanandAustraliahavetobeconsideredasdevelopingcountries.MostdevelopingcountriesarelocatedinSub-SaharanAfrica,Asia,LatinAmerica,PacificandCaribbeanregionsoftheworld.Someofthesecountrieshavefasteddevelopmentrates.However,therearealsocountriessuchasIndia,China,Bangladesh,Nepal,andEthiopiathatareverypoor.Thustheterm‘developingcountries’isaverybroadconcept.UnitedNationsreviewin2009,anddefinedbytheUNthatdevelopingcountriesascountriesmeetingtheircrit