THE NEW GLOBAL TOURISM ENVIRONMENT: TOURIST
PRODUCT DEVELOPMENT OF “DEKO SOBUJER
Margarita Capdepón Frías
DEPARTMENT OF TOURISM
MD IKBAL HUSSAIN
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
Objective and attractions;
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.
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
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
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
Lowest negative impact on the environmental and socio-economical
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.
By Income: Our intention is middle-class income people who can effort
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
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.
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.
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
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.
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.
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
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
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, 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
By internet The visitor also books their tour by online. Broma.com,
winuxtravel.com, hotelbangladesh.com, booking.com
also popular in Bangladesh.
Shopping is one of the major categories of tourists’ expenditure and
representing a significant source of income for national economies both directly
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,
Varied culture; tribal life, village people, fisherman,
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
World class hotels and airport near
Cheapest then others
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
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
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
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.
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
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
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
Open office near university and college
Open pages in Facebook, Tweeter and publish new picture
Contact with online marketing company
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