Tourist Behavior of Bangladesh:

A Case study on Sundarban

By Md. Safayet Hosen

Report
On Tourist Behavior of Bangladesh: A Case study on Sundarban

Prepared for
Mr. koushik Prasad Pathak Lecturer Department of Tourism &Hospitality Management University of Dhaka.

Prepared by
Md. Safayet Hosen BBA 2nd Batch ID: 032 Department of Tourism &Hospitality Management University of Dhaka. Date of Submission: 19th September, 2012.

Department of Tourism &Hospitality Management University of Dhaka Tourist Behavior of Bangladesh: A Case study on Sundarban

Letter of Transmittal September 19, 2012 Mr. koushik Prasad Pathak Lecturer, Department of Tourism & Hospitality Management University of Dhaka Subject: Submission of report on Tourist Consumer Behavior of Bangladesh: A Case study on Sundarban Sir, With due respect i would like to inform you that we have successfully completed our research on Tourist Consumer Behavior of Bangladesh: A Case study on Sundarban. This research works as a bridge between the academic and the practical knowledge. I am very much lucky that we got the opportunity to work with some experienced and devoted professionals. I have tried our best to put my meticulous effort for preparing this report. We are pleading pardon for any shortcoming or flaw may arise. I will welcome any clarification and suggestion regarding this report. If any further clarification is needed are cordially requested to contact with me over phone or Email Safayet_thm@yahoo.com. Sincerely Yours, Md. Safayet Hosen BBA 15th Batch ID 032 Department of Tourism & Hospitality Management Faculty of Business Studies University of Dhaka

Tourist Behavior of Bangladesh: A Case study on Sundarban

Acknowledgement
At first, i express our deep gratefulness to the almighty Allah for giving me assistance in the way of life. A large number of people contributed significantly to making this report possible. I am in pleasure to express our gratitude to our honorable teacher to give me the opportunity from which we have gathered a lot of practical experience. I express my special sincere indebtedness to the respondent and sincerely express our heart-felt thanks for their co-operation, which helped to conduct and complete this report.

Tourist Behavior of Bangladesh: A Case study on Sundarban

Table of Contents

Sl No
1 2 3 4 Introduction

Topic

Needs of Tourist in Surdarban Tourist Characteristics of Sundarban Decision Making & Information search Process regarding Sundarban Motivators & Deterrents for Tourist Consumers in Sundarban Tourism Consumer Behavior Typologies Tourist Life cycle Porters Five Forces Model Macro Environment of Sundarban Industry Position of Sundarban References

5 6 7 8 9 10 11

Tourist Behavior of Bangladesh: A Case study on Sundarban

Executive Summary The Sundarban is the largest single block of tidal mangrove forest in the world. The Sundarban is a UNESCO World Heritage Site covering parts of Bangladesh and India. This report incorporate the information related to Sundarban and tourist behavior analysis while visiting Sundarban.to prepare this report we have collected primary data through survey, analyze the data and interpret them to build strong brand image of Sundarbans. This report include the following topic Information regarding Sundarbans, ranking of the spot, decision making & information search process, motivators & deterrents of tourist, tourism consumer behavior typologies, tourism life cycle stage, segmentation, targeting, positioning, differentiation, tourism product development, tourism promotional mix, destination branding &proper recommendation &policies. Here some shortcomings can be found due to lack of time, Insufficiency of data, but we have tried our best to complete the report in time.

Tourist Behavior of Bangladesh: A Case study on Sundarban

1. Introduction
The Sundarbans (Bengali: , Shoondorbn) is the largest single block of tidal halophytic mangrove forest in the world. The Sunderbans is a UNESCO World Heritage Site covering parts of Bangladesh and India. Two-third of the Sundarbans is in Bangladesh while rest one-third is in India. The Sundarbans National Park is a National Park, Tiger Reserve, and a Biosphere Reserve located in the Sundarbans delta in the Indian state of West Bengal. Sundarbans South, East and West are three protected forests in Bangladesh. This region is densely covered by mangrove forests, and is one of the largest reserves for the Bengal tiger.

Administration

Tourist Behavior of Bangladesh: A Case study on Sundarban

A map of the protected areas of the Indian Sunderbans, showing the boundaries of the Tiger Reserve, the National Park and the three Wildlife Sanctuaries, conservation and lodging centers, subsistence towns, and access points. The entire forested (dark green) area constitutes the Biosphere Reserve, with the remaining forests outside the national park and wildlife sanctuaries being given the status of a Reserve Forest. The Directorate of Forest of the Government of West Bengal is responsible for the administration and management of Sundarbans, which is headquartered at Canning. The principal Chief Conservator of Forests, Wildlife & Bio-Diversity & ex-officio Chief Wildlife Warden, West Bengal is the senior most executive officer looking over the administration of the park. The Chief Conservator of Forests (South) & Director, Sundarban Biosphere Reserve is the administrative head of the park at the local level and is assisted by a Deputy Field Director and an Assistant Field Director. The park area is divided into two ranges, overseen by range forest officers. Each range is further sub-divided into beats. The park also has floating watch stations and camps to protect the property from poachers. The park receives financial aid from the State Government as well as the Ministry of Environment and Forests of Government of India under various Plan and Non-Plan Budgets. Additional funding is received under the Project Tiger from the Central Government. In 2001, a grant of US$ 20,000 was received as a preparatory assistance for promotion between India and Bangladesh from the World Heritage Fund.

Geography
Sundarbans National Park is located in between 30 24' - 30 28' N latitude and between 77 40' - 77 44' E longitude in the South 24 Parganas district in the Indian state of West Bengal. The average altitude of the park is 7.5 m above sea level. The park is made up of 54 small islands and is crisscrossed by several tributaries of the Ganges.

Tourist Behavior of Bangladesh: A Case study on Sundarban

Sundarbans National Park is the largest estuarine mangrove forest in the world.

Climate
The average minimum and maximum temperature is 20 C and 48 C respectively. Rainfall is heavy with humidity as high as 80% as it is close to the Bay of Bengal. The monsoon lasts from mid-June to mid-September. Prevailing wind is from the north and north-east from October to mid-March and south west westerlys prevails from mid-March to September. Storms which sometimes develop into cyclones are common during the months of May and October.

Eco-geography, rivers and watercourses

There are seven main rivers and innumerable watercourses forming a network of channels at this estuarine delta. All the rivers have a southward course towards the sea. The eco-geography of this area is totally dependent on the tidal effect of two flow tides and two ebb tides occurring within 24 hours with a tidal range of 3-5m and up to 8m[1] in normal spring tide, inundating the whole of Sunderbans in varying depths. The tidal action deposits silts back on the channels and raising the bed, it forms new islands and creeks contributing to uncertain geomorphology.[2] There is a great natural depression called Swatch of No Ground in the Bay of Bengal between 2100' to 2122' latitude where, the depth of water changes suddenly from 20m to 500m.[3] This mysterious depression pushes back the silts towards south and/or further east to form new islands.

Mudflats
The Sunderbans mudflats[4] are found at the estuary and on the deltaic islands where low velocity of river and tidal current occurs. The flats are exposed in low tides and submerged in high tides, thus being changed morphologically even in one tidal cycle. The interior parts of the mudflats are the right environment for mangroves.

Tourist Behavior of Bangladesh: A Case study on Sundarban

Chargheri Char in the Sundarbans National Park is a mudflat which is being developed as a tourist spot in the Sundarbans. One can visit it and enjoy the beauty of the place during low tide. If one is lucky, one can see Sea Anemones, Horseshoe crab (Nearing extinction)and small octopus. A must see spot for tourists visiting Sundarbans

Flora and fauna

The coastal active delta of Sunderbans at the mouth of Bay of Bengal in India, having a complex geomorphologic and hydrological character with climatic hazards, has a vast area of mangrove forests with a variety of flora and diverse fauna in a unique ecosystem. The natural environment and coastal ecosystem of this Biosphere Reserve and World Heritage Site is under threat of physical disaster due to unscientific and excessive human interferences. Conservation and environmental management plan for safeguarding this unique coastal ecology and ecosystem is urgently required.

Flora
The mangrove vegetation of Sundarbans consists of 64 plant species[5] and they have the capacity to withstand estuarine conditions and saline inundation on account of tidal effects. In the month of April and May the flaming red leaves of the Genwa (Excoecaria agallocha) the crab-like red flowers of the Kankra (Bruguiera gymnorrhiza) and the yellow flowers of Khalsi (Aegiceras corniculatum) can be seen. Some of the other commonly found plants and trees in the park are Dhundal (or cannonball mangrove, Xylocarpus granatum), Passur (Xylocarpus mekongensis), Garjan (Rhizophora spp.), Sundari (Heritiera fomes) and Goran (Ceriops decandra).

Fauna

Tourist Behavior of Bangladesh: A Case study on Sundarban

The Sundarbans forest is home to more than 400 tigers. The Royal Bengal Tigers have developed a unique characteristic of swimming in the saline waters, and are famous for their man-eating tendencies. Tigers can be seen on the river banks sunbathing between November and February. Apart from the Royal Bengal Tiger; Fishing Cats, Leopard Cats, Macaques, Wild Boar, Indian Grey Mongoose, Fox, Jungle Cat, Flying Fox, Pangolin, Chital, are also found in abundance in the Sundarbans.

2. Needs of Tourist in Surdarban

A tourist needs to know the best mode of travel(road, rail or sea) to a destination .Suitable boarding and lodging are the next items on his or her agenda. Thereafter, information on attractive tourists spots available in and around the destination holds his or her attention and then any package tours that provide the best value for money(or at least increase the perceived usefulness in the eyes of a prospective tourist). In the following figure we tried to depict the needs of tourist.

Tourist Behavior of Bangladesh: A Case study on Sundarban

variables Natural Attraction Relaxation Adventure Others

percentage 50% 35% 15% 0%

3. Tourist Characteristics of Sundarban:

The ability to determine the proper target tourist and their travel needs is crucial to a successful and efficient marketing campaign. After identifying the preferences of the target segment, the tour operator can successfully position the marketing strategy to enhance the attractiveness of a tourism destination. This can be done by psychological, objectives or subjective means. Segmentation is the division of a market into distinct subset of consumers who require specific products or services. Market segmentation segmentation is, thus, the process through which people with similar needs are grouped together, so that a tourism business / organization can use greater provision in serving and communicating with this group. Tourism marketer segment their market based on the following aspects.

Tourist Behavior of Bangladesh: A Case study on Sundarban

4. Decision Making & Information search Process regarding Sundarban:

Most of the tourists take their decision based on their own experience or by the information from friends and family members, colleagues and others people. Information can be gathered from various sources like friends and relatives, internet, travel agencies and other Medias. In the following diagram we show the sources of information and their contribution in tourist decision making process.
Variables Travel Agency F&R Internet Other Media Percentage 15% 80% 5% 0%

Tourist Behavior of Bangladesh: A Case study on Sundarban

There are some influencing factors that can influence visitors decision making process. The following figure represent the factors and their contribution in influencing the tourist decision making.

Variables F&R Family Members Colleagues Others

Percentage 80% 5% 5% 10%

Tourist Behavior of Bangladesh: A Case study on Sundarban

5. Motivators

&

Deterrents

for

Tourist

Consumers

in

Sundarban: There are some motivating factors that motivate tourists to

visit Sundarban. The factors are recreation, infrastructure, economic condition and political stability etc. in the following figure we have tried to show the factors that motivate tourist.

Variables Recreation Infrastructure Economic condition Political Stability

Percentage 90% 0% 5% 5%

On the other hand there are some factors that can also demotivate tourist to visit Sundarban. These factors are known as deterrents factors. In the table we depict them.

Tourist Behavior of Bangladesh: A Case study on Sundarban

variables Terrorism/Crime Natural Disaster Lack of Infrastructure Price

percentage 5% 65% 15% 15%

6. Tourism Consumer Behavior Typologies: Many expert of tourism classified tourists based on various aspects. Typologies of tourism roles have been defined in various ways. Some of the typologies of tourist focus on tourist behavior, remaining others take a more psychological approach. The behavioral typology approach underlines distinctive

Tourist Behavior of Bangladesh: A Case study on Sundarban

patterns of tourist behavior with hard to preferred travel activities and interaction with host communities. Gray was one of the pioneers in attempting to distinguish different types of tourism based on the purpose of the trip. In early nineteen seventy Gray used the term sunlust and wonderlust tourism to categorize two types of tourism. Sun lust tourism is basically tourism motivated by the desire of rest, relaxation and the three Ss- sun, sea and sand. Wanderlust tourism on the other hand is typically based on the desire to travel and experience different culture and people. So tourism in Sundarban is the combination of both sun lust and wanderlust tourism.

7. Tourist Life cycle: A tourist life cycle can be classified into three phases- pre trip, trip
and post trip. Pre-trip is the phase during which a potential tourist is considering tourism and travel. A tourist needs to be made aware of common rules of the land while eating in restaurant and general civic sensibility during trip period. Checking out of hotels and reaching airport need to be a pleasurable experience. Taking feedback of the trip is also important. Post trip link with a tourist is very important for many reasons. Once the tourists leave for his or her home country after a few days a feedback can be asked for seeking constructive suggestions to improve the situation. The following figure shows the tourist life cycle.

Tourist Behavior of Bangladesh: A Case study on Sundarban

8. Porters Five Forces Model Customers

The following key customers (tourist) may be out of the analysis: group tourists are the most common in Sundarban. The tourist group may be Student group, corporate group. Visitors make their choices according to the time of the year. So the number of tourist varies according to seasons. A great number of tourist visit Sundarban in Winter season. Although most of the tourist visits Sundaarban in the rainy season to see the worlds largest mangrove forest under the water.

Competitors:
If we think about the geographical position of sundarbanone part in Bangladesh and part in indiain this case the indian part is the competitor of Sundarban. If we think about coastal tourist destination of Bangladesh specially in the southern part in this situation kuakata may be competitor of Sundarban.

Suppliers: Transport: rail transport up to Khulna station then water transport Tourist Behavior of Bangladesh: A Case study on Sundarban

 Bus service up to Mongla port then water service Totally water transport (ship) from Dhaka to sundarban. Most of the tour are arranged by the tourists

Hotel and restaurant: there is few hotel or restaurant in the area of sundarban these are following
Hotel sundarban tiger camp Hotel sundarban

Travel agency: There are number of travel agencies, their services, offers,
price sensitivities. Specially travel agencies arrange the group tour at Sundarban.

Government: tax policies, road charges, and there support to the tourism
industry.

Substitutes: there are so many tourists destination in the southern region of

the country which come to the mind of the tourists.this list may include---kuakata, Shatgumbuj Mosque in bagerhat.

New Entrants: Sundarban is the worlds largest forest. It is situated in the

coastal area of the Bangladesh. It is totally nature based destination so in this sense there is no chance for new entrance. In short run or long run it is not so easy to establish a destination in coastal area as like as Sundarban.

Tourist Behavior of Bangladesh: A Case study on Sundarban

9. Macro Environment of Sundarban

The macro environment of Sundarban refers to all forces which influence it from a macro context. It consists of six components: demographic environment, economic environment, natural environment, technological environment, political environment, political-legal environment and sociocultural environment. These environments contain forces that have a major impact on Sundarban.

Demographic Environment:- Demographic environment of Sundarban

studies human populations in terms of size, density, location, age, gender, race, occupation and other statistics. As it covers an area of 3600 square kilometers, so the population living in Sundarban is not too much densed. People of that area lives at the border line of Sundarban, near locality, but some people also live in the forest villages. People of all age and gender can be found in the forest. Among them most are fisherman, some other people do the job of honey collecting, Woodcutting etc. These peoples diversified location (forest villages) and specially occupation can be an attractive source of

Tourist Behavior of Bangladesh: A Case study on Sundarban

Nature, Education and Adventure tourism for both domestic and foreign nature lover tourist.

Economic Environment:-The economic environment of Sundarban

represents the purchasing power and spending pattern of people of that area. As most people of Sundarban live under poverty line because of their poor income from their occupation, so affordability to live a better life is not possible for them. Tourism in that area can contribute to their economy through using them as Travel guide, accommodation provider with payment and seller of local arts & crafts.

Natural Environment:- World largest mangrove forest Sundarbans basic

attraction feature is its Natural Beauty which consists a thousand variety of trees Sundari, Geua, Keura, Bain, Poshur etc, animals-monkey, deer(chitra, Bolga), pig, dolphin, the famous Royal Bengal Tiger, fishes- Bain, Belay, Hilsha etc. In tourism, one sub classification can be created within natural environment:Heritage environment and modern man made environment. Any country having heritage sites is always at an advantageous position to attract tourists in larger numbers.As Sundarban is a heritage site declared by UNESCO, so it is in an advantageous position than others destination of Bangladesh in terms of attracting tourists.

Technological Environment: Technological Environment in terms of

tourism deals with technological interventions which make a tourist more comfortable and efficient in decision making as well as further processing of the decision. It includes online ticket booking, payment gateways as well as exploring various tourism opportunities of any destination. As Sundarban is a major tourist site of Bangladesh, nowadays some tour operator and agencies like-Sundarban Tourist Complex, Mountain Club Tours, tigers tours, Bangladesh Eco-tours, Guide Tours and Green Holiday Tours provide technological services to tourists like online ticketing,

Tourist Behavior of Bangladesh: A Case study on Sundarban

accommodation reservation, transportation reservation, guidance for making the tourists comfortable and satisfied in case of visiting Sundarban.

Political Environment: Political Environment regarding Sundarban includes

all laws and legislations that influence or limit the scope of government agencies and groups, tourism and tourists in Sundarban. As Sundarban is the largest mangrove forest in the world and it maintains Eco-ideas, so any kind of harm to its natural atmosphere is strictly prohibited by its political Environment.

Socio-cultural Environment: This environment consists of institutions,

societys basic values, perceptions, preferences, beliefs and behaviors of people. As Sundarban housed people of different age, race, sex, occupation so it contains a diversified socio- cultural environments. This diversified sociocultural environment can be a major source of tourists attraction on basis of two dimensions. First, Cultural aspects like Culture and custom of the people of Sundarban can be a major tourists attraction for potential tourists (cultural).Second, Culture itself can attract people of other culture to visit Sundarban.

10. Industry Position of Sundarban:

Sundarbans Development Board generally executes civil works of following nature. Besides connectivity, enhancement of irrigation potential, drinking water supply are other aspects of the civil works.

Brick Paved/Water Bound Macadam Road & Culverts.-

Tourist Behavior of Bangladesh: A Case study on Sundarban

Brick Paved and Water Bound Macadam road had been constructed by the Board in all the nineteen blocks of Sundarban along with Culverts to provide all weather road. Up to June 2007 more than 3000 km. of Brick Paved & Water Bound Macadam Road have been constructed. - The provisions of jetties have been made for promotion of landing facilities in the riverine areas. Three types of jetties viz. R. C. C. type, Brick Block and Rail Posts have been taken up. Up to November 2007, around 184 jetties have been constructed.

Rainwater harvesting / Irrigation / Excavation of derelict channel For creating additional irrigation potential through harvesting of rainwater, derelict channels have been re-excavated. This has added to the increase of irrigation potential and cropping intensity.

Master Sluices and Closure - These have been constructed on diversion

channels to provide controlled drainage during monsoon season and irrigation water during the dry season from the stored sweet water.

H. P. Sluices - Hume Pipe Sluices have been constructed to provide outlets

for excess water into the rivers/tributaries and prevent saline water intrusion. One single vented H.P. Sluice provides drainage facility for an average area of 2.5 sq. km. Along with H. P. Sluices; main drains are also been excavated as a part of the work.

Rural Water Supply - The Board implements scheme of sinking tube wells
for supply of potable drinking water to the people inhabiting in 19 blocks of the region. Board has installed more than 600 tube-wells up to July 2007.

Buildings - Some buildings have been constructed. The buildings include

Office-cum-Rest Sheds, staff quarters and training centres. They are located at Hingalganj, Hasnabad, Nezat, Sonakhali, Jharkhali, Moukhali, Gosaba, Kakdwip, Helen, Moushuni and Gangasagar.

Tourist Behavior of Bangladesh: A Case study on Sundarban

References: Tourism marketing by Devashish Dasgupta Primary data from survey Website Information BPC BTB

Appendix Questionnaire
Hello people. I would be very glad if you could take 5 min of your precious time to answer these questions. I need these answers to support my project paper. I would appreciate your opinion about your tourism destination choice and your view about Bangladesh tourism industry. VISITOR SURVEY 1. Personal Details: Name: Address: Sex:
Male Female

Tourist Behavior of Bangladesh: A Case study on Sundarban

Age:

Questionnaire Questionnaire

Hello people. I would be very glad if you could take 5 min of your precious time to answer these questions. I need these answers to support my project paper. I would appreciate your opinion about your tourism destination choice and your view about Bangladesh tourism industry. VISITOR SURVEY 1. Personal Details: Name: Address: Age: 2. As a tourist why you want to visit Sundarban?
a) Natural attraction c) Adventure b) Relaxation d) Others

Sex:

Male Female

Questionnaire:

3. How have you collected information regarding Sundarban?

a) Travel agency c) Internet b) Friends and relatives d) Other media

4. Who was influencer of your decision making?

a) Friends& relatives c) Colleagues b) Family members d) Others

5. Which factor motivated you most?

a) Recreation c) Economic condition b) Infrastructure d) Political stability

6. Which factors demotivated you?

a) Political instability/ crime / terrorism c) Lack of infrastructure b) Natural disaster d) Price

Thanks for your time & effort to fill in all the above questions.
Interviewer: Date:

Tourist Behavior of Bangladesh: A Case study on Sundarban