Impact of destination branding strategy on customer attraction an empirical analysis on bangladesh tourism destinations

Impact of Destination Branding
Strategy on Customer Attraction:
An Empirical Analysis on
Bangladesh Tourism Destinations
M d . R a k i b u l I s l a m
R o l l : 4 8
M b a 6 t h b a t c h
D e p t . o f T o u r i s m &
H o s p i t a l i t y M a n a g e m e n t
e - m a i l :
r a k i b 9 1 . d u @ g m a i l . c o m
1 1 / 1 0 / 2 0 1 5

Abstract
Bangladesh is said to have great tourism potentiality for its large and attractive natural resources
such as beaches, scenic beauty, tribal culture, special events, religious rituals, historical places,
forests and wild life, hill resorts, and so on. . With the help of the branding strategy today, many
2nd and 3rd world countries are focusing on the tourism to get their targeted number of tourist
each year; as we all know that each and every country are focusing on the tourism industry to
maintain their economy. In this research report we have tried to discuss about the historical
background of the tourism industry of Bangladesh. We have signified the tourist places with the
help of a tourist map of Bangladesh. We have tried to describe the significance of the research
about the branding strategy of Bangladesh with the help of problems statement. We have set
some particular aims and objectives also. In this report we have also described about the tourism
destination branding policy and its factors. In that sense, we have described the importance of
branding image, equity, identity, and positioning in order to reach to the customers and to
increase the brand value of the Bangladeshi destinations. We have also described the Brand
making process to give an overview of making one perfect Destination brand of Bangladesh with
the help of Destination audit, stakeholders’ participation, competitor analysis, and marketing
tools. We have also briefly described about the Nation and Place branding strategies and the
importance of it; the researcher also provides a conceptual framework of the branding strategies.
Research Methodologies are described precisely with the related justification, we have shown the
which research methodology, approach. Philosophy, data collection strategy and its validity
precisely with justified information. To give a perfect overview of the research survey data we
have discussed the results of the survey which was collected from the respondents with the help
of frequency analysis and Regression analysis done by the researcher. And at the last the
researcher tried to give a conclusive remark with the help of summarization of objectives and
recommendations for further development.

Table of Contents
Abstract…………………………………………………………………………………………
Chapter 1: Introduction................................................................................................................... 5
1.1 Introduction........................................................................................................................... 5
1.2 Research Background............................................................................................................ 6
1.3 Rationale of the Study........................................................................................................... 9
1.4 Problem Statement .............................................................................................................. 10
1.5 Research Aim and Objectives ............................................................................................. 10
1.6 Research Hypothesis ........................................................................................................... 11
1.7 Research Structure............................................................................................................... 12
1.8 Conclusion........................................................................................................................... 13
Chapter 2: Literature Review........................................................................................................ 14
2.1 Introduction......................................................................................................................... 14
2.2 Concept of Destination Branding........................................................................................ 14
2.2.1 Destination Brand Image .............................................................................................. 16
2.2.2 Destination Brand Equity ............................................................................................. 17
2.2.3 Destination Brand Identity............................................................................................ 17
2.2.4 Destination Brand Positioning ...................................................................................... 18
2.3 Destination Branding Process ............................................................................................. 19
2.3.1 Destination Audit.......................................................................................................... 19
2.3.2 Segmentation Analysis ................................................................................................. 20
2.3.3 SWOT Analysis ............................................................................................................ 20
2.3.4 Stakeholder Engagement .............................................................................................. 21
2.3.5 Consumer Perception Analysis..................................................................................... 21
2.3.6 Competitor Analysis ..................................................................................................... 22
2.3.7 Brand Development ...................................................................................................... 22
2.3.8 Developing Slogan and Logos...................................................................................... 23
2.4 Nation Branding.................................................................................................................. 24
2.5 Customer/ Tourist Attraction .............................................................................................. 25
2.6 Tourist Attraction Typologies ............................................................................................. 26
2.6.1 Swarbrooke Model of Visitor Attraction Typology ..................................................... 26

2.7 Tourists Satisfaction............................................................................................................ 27
2.8 Conceptual Framework Created by Researcher.................................................................. 28
Chapter 3: Research Methodology................................................................................................ 29
3.1 Introduction......................................................................................................................... 29
3.2 Research Philosophy........................................................................................................... 29
3.3 Research Approach ............................................................................................................. 30
3.4 Research Strategies ............................................................................................................. 31
3.5 Research Methods ............................................................................................................... 32
3.5.1 Qualitative Research Method ....................................................................................... 32
3.5.2 Quantitative Research Method ..................................................................................... 32
3.5.3 Mixed Research Method............................................................................................... 33
3.6 Research Data Sources........................................................................................................ 33
3.6.1 Primary Data................................................................................................................. 33
3.6.2 Secondary Data............................................................................................................. 33
3.7 Sampling Technique and Size............................................................................................. 34
3.8 Data Analysis Method......................................................................................................... 34
3.9 Ethical Consideration.......................................................................................................... 34
3.10 Research Limitation .......................................................................................................... 35
3.11 Conclusion......................................................................................................................... 35
Chapter 4: Findings and Analysis ................................................................................................. 36
4.1 Introduction......................................................................................................................... 36
4.2 Frequency Analysis of the Questionnaire Survey............................................................... 36
4.2.1 Findings of the Gender of the Participants ................................................................... 36
4.2.2 Findings of the Age Categories of the Participants ...................................................... 37
4.2.3 Findings about Educational Status................................................................................ 38
4.2.4 Bangladesh has a Good Brand Image about its Destination......................................... 39
4.2.5 Bangladesh has a good Brand Equity ........................................................................... 40
4.2.6 Brand Identity of Bangladesh associates correctly with customers about its features . 41
4.2.7 Promotional mix plays its role in about positioning a destination in Bangladesh. ....... 42
4.2.8 Destination brand image and Value of Bangladesh is helpful to maintain social status.
............................................................................................................................................... 43

4.2.9 Local Stakeholders engagement will help to flourish one destination ......................... 44
4.2.10 Nation Branding helps to increase Bangladesh’s brand image, value and Identity.... 45
4.2.11 Destinations offers quality service as it is promised by branding that leads Customer
............................................................................................................................................... 46
4.3 Multiple Regression Result of Questionnaire Survey......................................................... 47
Chapter 5: Conclusion and Recommendations ............................................................................. 50
5.1 Concluding Remarks........................................................................................................... 50
5.2 Summary of the Research Objectives ................................................................................. 50
5.3 Recommendations ............................................................................................................... 52
References..................................................................................................................................... 53
Appendix – A: Questionnaire Survey........................................................................................... 58
Appendix – B: Gantt Chart ........................................................................................................... 59

Chapter 1: Introduction
1.1 Introduction
Today tourism has been treated the world’s largest industry among all the service industry
(Anholt, 2009). Bangladesh is a country of Asian region holding high potentiality of tourism.
Since long past, Bangladesh was a charming destination to the tourists. Bangladesh is said to
have great tourism potentiality for its large and attractive natural resources such as beaches,
scenic beauty, tribal culture, special events, religious rituals, historical places, forests and wild
life, hill resorts, and so on. Bangladesh has many particular tribal people having their unique way
of life mostly living in the hilly regions of Cox’s Bazar and Chittagong Hill Tracts areas. The
country is also rich in ancient history. Many famous monuments, archaeological and historical
places are still standing to certify the past glorious civilization of Bangladesh. It is a land of
mighty rivers and tributaries. The Sundarbans, a densely beautiful forest, is another attractive
tourist spot in Bangladesh (Hossain, & Nazmin, 2006). The forest is 2400 sq. miles situated at
the Bay of Bengal. Moreover, Bangladesh is full of rural tourism. Tourists can enjoy the villages
and the simple life pattern of the villagers.
To promote the tourism of the Bangladesh there is no other way but to have a strong brand value
and branding strategy that will give a special and strong message about our attractions, culture,
natural beauty, tourists services, and other kind of facilities. With the help of the branding
strategy today, many 2nd and 3rd world countries are focusing on the tourism to get their targeted
number of tourist each year; as we all know that each and every country are focusing on the
tourism industry to maintain their economy. As for Bangladesh it is the high time to focusing on
the tourism industry as it is growing at a very slow process, but the resources and the attraction
that the country possesses is far better beautiful. And to promote those places there is no other
ways but to focusing on the strong and effective branding strategy for the country to increase its
inbound and outbound tourism.
In this research study we have tried to focus on the impact of the destination branding of
Bangladesh over the mind of the potential tourists as a visiting place.

1.2 ResearchBackground
After the independence the government established the National Tourism Organisation (NTO) in
the name of Bangladesh Parjatan Corporation (BPC) under Presidential Order No. 143. BPC
began in January 1973 with limited assets. The corporation was entrusted with the dual
responsibility consisted with developing tourism infrastructure and promoting Bangladesh as a
tourist destination. Other responsibilities of the Corporation included with regulation and
operation of tourism activities in Bangladesh.
In recent times the government of Bangladesh realized the importance of tourism in its economic
and social life. Therefore, the government decided to combine both the tourism department and
the private corporation into one organization for better coordination, promotion, development
and marketing of tourism in Bangladesh (Hossain, 2006). In 2005 Bangladesh recorded 207.662
inbound tourists. In terms of region the majority of the Bangladeshi tourists originated from
South Asia (99.459), followed by Europe (48.961), East Asia and Pacific (35.976), US (18.673),
Middle East (2.861) and Africa (1.730) (Source BPC). In terms of existing tourist products, both
inbound and home market, Rajshahi, Sylhet, Chittagong and Khulna Division are the main
tourist divisions (Primary source Lonely Planet, 2004; Banglapedia, 2006; Encyclopedia of the
Nations ,2007; UNESCO 2008a-c). However, in recent times researchers reported that in country
like Bangladesh tourist’s safety and security issues are significant for the traveller.
Today many countries are focusing upon the branding strategy to attract more inbound and
outbound tourist. As for Example: India is branding its whole country tourism as “Incredible
India”, but they also branding their states with different names such as “Rajasthan”, “Kerala,
Country of Gods” and so more. In case of Bangladesh, the BPC has announced its Brand name
as “Beautiful Bangladesh” but it needs more than one name to focus on its specific tourists spots.
It is the Name of the spots brand that will communicate with the tourists and build or increase its
attraction to visit that place.

As for tourists attraction we can catagories the tourist visiting places as such:
Beaches Archaeological
Sites
Religious Places Historical Places
& Monuments
Natural Places
Cox’s Bazar Mainamati Baitul Mukarram
National Mosque
Mausoleoum of
Father of Nation
Sundarban
Inani Shat Gombuj
Mosque
Dhakeshwari
National Temple
National
Memorial
Kaptai lake
Himchari Kantaji Temple Chandranath
Temple
Central Shahid
Minar
Sajek Vally
Saint Martin Ahsan Manzil Puthia Temple Martyred
Intellectual
Memorial
Nilgiri
Kuakata Mohasthangarh
(Bogra)
Sri Chaitanya
Temple
National Poet’s
Grave
Boga lake
Potenga Uyari Botessor Tara Mosque Bahadurshah
Park
Sangu River
Parki beach Panam city Dharmarajika
Budda Vihara
Carzon Hall Nafakhum
Waterfall
Armenian
Church
Sohrawardy
Uddayan
Shitakundo
Bandarban
Golden Temple
Natore-
Dighpatiya
Rajbari
Mohehskhali
Dwip
Baldha Garden Nijhum Dwip
National
Parlament
Bichana Kandi
Botanical Garden Jaflong
Madhobkunda
waterfalls
Ham Ham Falls
Table 1: Tourists places of Bangladesh

It is the branding strategy which describes all the potentialities and the features of one tourist
attraction. Potential tourists can gather knowledge and important information about one place. It
also helps one tourist to analyze the destinations value and image as well as equity of that
destination. As we can see that Bangladesh has many places for natural and archeological and
historical interest. Every year many tourists visit only those places which are more popular and
accessible by them. As we can see Sylhet and Bandarban Districts are the perfect tourists trap
(Bangladesh Tourism Board, 2015). All it needs a perfect branding strategy to focus out its
potential natural places and facilities to attract tourist not only the domestic but also the foreign
tourists.
Figure 1: Bangladesh Tourist Map
Interest in the concept and practice of nation branding has proliferated in recent years, as more
and more governments around the world attempt to attach the power of commercial branding
techniques in order to improve their country’s image and reputation across a wide range of
sectors. Bangladeshis have a persistent grievance that Bangladesh is not justly portrayed in
international forums. It has become commonplace for the country to be associated with natural

calamities, wavering political situation, corruption and other negative attributes. So, it is
necessary to remove the negative perception about Bangladesh & to spread out the positive news
to enhance the image of Bangladesh in the world.
1.3 Rationale of the Study
To identify the impact of the branding over one place’s attraction level among the general and
potential tourists. As we all know that Bangladesh is a developing country, over a few recent
years it has accomplished many milestones of development and has been declared as a role
model of development by UN (WTO, 2005). But this all accomplishment will fade if it fails to
maintain its economic situation. As we know all the natural Resources and minerals will end by
the next decade. That is why we need to find and focus on alternative sources of blood for the
economy of Bangladesh. In that case tourism can play its role model to maintain its economic
situation.
In today’s modern world, tourist tends to visit those places which have a particular brand value
and image. The primary goal of this research is identify the impact of the destination branding
strategy over the mind of the tourists and its values. To do so the researcher will analyze its
brand Image, value, position and brand equity to find out the tourists choice and their demand as
well as their perception about one place.
The short range consequence of this research will be to understand the present situation of the
branding strategy and the perception that is created through one brand name of the tourists places
of Bangladesh.
The long range consequence of this study is, provided with the analysis of the questionnaire
survey data that is collected from the participant’s tourists, and experts. These results will help
the experts and policy makers to make an effective decision and important change in the
branding strategy of the specific places of Bangladesh to meet the tourists expected brand value
and satisfaction.

1.4 Problem Statement
Tourism is now seen as a “sunshine” sector all over the world. It brings tremendous opportunities
as the fastest-growing economic sector in terms of foreign earnings, creation of employment
opportunities and rising purchasing power for the destination countries. Nevertheless,
Bangladesh is lagging far behind in the growth and development of its tourism industry (GoB,
2010). Although the country has got many rare attractions substantially different from those of
other destination countries, its tourism industry is yet at the primitive stage and has not taken the
shape of an industry.
The main reasons behind these backwardness is its lack of making some effective policy about
its overall governance and most importantly the lack of destination branding strategy. As we can
see people are today interested to visit those places which has some particular special brand
image and value that can enrich their social status. In case of Bangladesh, we can find only the
brand name of its country; besides of possessing so many attractions like, Cox’s Bazar, Saint
Martin, Sundarban, and Bandarban, it does not have any kind of specific brand name or value for
specific places. The worldwide marketing and branding system of the Bangladesh’s Tourism
Board and BPC is still in its very initial state whereas other countries are setting different kind of
tourism goals for their country. Many domestic tourists also unaware about its some of the
tourists spots because of the difficult accessibility and lack of communications system, even
some of the tourists attractions has been revealed in the broad day light for the tourists a few
days ago. Those problems have been taken into the consideration by the researcher for the further
evaluation to make this report more useful toward the policy makers and market leaders of the
tourism industry to develop a perfect Destination branding strategy for its different tourist spots
to attract many tourists all over the year.
1.5 ResearchAim and Objectives
Aim
The foremost aim of this research is to analyze the Destinations Branding Strategy and its effect
or impact over the Tourist attraction toward the country. It is a good branding strategy that helps
to attract both the domestic and foreign tourists in one destination or in others.

Objectives
There are some particular objectives that are set by the researcher to analyze the impact of the
Destination Branding Strategy over the attraction level of the tourists about the places of
Bangladesh. These are:
 To Identify the destination branding strategy of Bangladesh
 To identify the customer attraction and their expected demand, and value about destination
brands
 To analyze the impact of the Destination Branding over the Customer attraction.
 To suggest some policies and plans for the better implementation of the branding strategy.
1.6 ResearchHypothesis
The term, Hypothesis means the offerings and the proposition that will be evaluated. It is
hypothesis that develops a concept of positive and negative consequences regarding the
theoretical explanation.
For the purpose of the study, a successful tourist’s attraction means a places which have all the
recent facilities and have a higher brand value and image that helps to maintain one tourist’s
social status. This research has number of questionable points, which will evaluate the impact of
the destination branding strategy over a successful tourist place or to make one place as a
profitable tourist’s attraction. According to these contexts, these hypotheses have been
developed:
H1: The Branding Strategies are developed to attract more tourists on the destinations.
H2: Tourist Satisfaction is highly related with one places Brand Image and value.
H3: Satisfied Tourists will visit more and purchase more services than a dissatisfied one.
H4: Satisfied Tourist will give a positive word of mouth about the Brand of the destination than
dissatisfied tourist.

1.7 ResearchStructure
Chapter 1: The background of the research, as well as the need and current status or the
Branding strategy of Bangladesh has been described in this chapter. The objectives and the
research aims are developed with regarding the effective discussion in rationale and significance
of the study. The research questions and problems statements are two vital parts of this chapter.
Chapter 2: This chapter consists of the Literature review on the Destination Branding strategy,
its key factors and the impact of the branding strategy over one places tourists attraction, and the
conceptual frameworks needed for this study.
Figure 2: Research Structure
Chapter 3: In this chapter, research methodology is mainly described, which can tell us the
techniques and the procedures of the data collection, analysis to discuss the important research
affair. The research choice and approaches has also been discussed in this chapter; and every part
of the research design and methodology has been explained with proper justification.
Chapter 4: The findings and the analysis the data that is gathered by questionnaire survey and
the qualitative discussion is presented here, so that we can have a better look and summaries the
research objectives. Some primary and secondary literatures are also presented to show the
similarities and differences between them.
Introduction
Literaturereview
Research Methodology
Data analysis & findings
Conclusions

Chapter 5: This ending Chapter is essential to explain the concluding remark of this research,
major recommendations. Some other research scopes are also discussed here which is signified
in the research findings.
1.8 Conclusion
There is no other ways to make one successful tourist destination without having one perfect
Branding strategy. It is the branding strategy which describes all the potentialities and the
features of one tourist attraction (Baker, 2007). In this chapter we have shown brief research
background of Bangladesh’s branding strategy. We have also described about the significance or
rationale of the study; and depending on that we have generated two parts, research aims and
objectives. The further research conducting schedule is also shown in this part which will help
the reader to understand the study. This is the section that will help the researcher to do the work
more efficiently with the help of exact knowledge about the topic.

Chapter 2: Literature Review
2.1 Introduction
In this modern world of 7 billion people, the natural and mineral resources are not enough to
maintain the world’s economy for much longer. And in case of Bangladesh, there are very few
kind of minerals and resources available which in case is not sufficient to fulfill the countries
demand and to satisfy its citizens. Each year the country has to import many supplies and
accessories to meet the demand which in return reduces its National Reserve. That is why it is
the tourism that the country should focus on to balance the circulation of money as both in the
domestic market as well as to maintain the value of currency for international trade (Cooper, &
Hall, 2008).
As we all know that Bangladesh is river based country, which is why the beauty of this country
cannot be described in words. Even some great poets of the world have described its beauty in
their poetics and novels. But this is not enough. As we know, today we only go for those
products or services which we are more familiar with and the brand value are at its most. That is
the reason that we need to focus more on destination branding of Bangladesh (Bangladesh
Tourism Board, 2015)..
In this chapter we will discuss the Destination Branding strategies, its components and features.
This chapter begins with a brief view of destination branding and its components; later we will
discuss its branding making strategies and its implications on the real world. And in the end we
will show a destination branding model with its application on the Bangladesh’s perspective.
2.2 Conceptof DestinationBranding
Most tourism activities take place at a particular destination; therefore the destination itself forms
a pillar of any modeling that is done for the tourism system. Destination can be seen as an area
that includes all services and goods a tourist consumes during his or her stay (Anholt, 2009).
This destination appeal shape should transfer to a unique and competitive destination brand
which expresses the reality of the destination and conveys the tourist perspective.

Destination branding can be defined as a way to communicate a destination’s unique identity by
differentiating a destination from its competitors (Baker, 2007). Similar to the general knowledge
on brands, destination brands exert two important functions: identification and differentiation. In
the branding literature, the meaning of “identification” involves the explication of the source of
the product to consumers. While a product in general terms represents a physical offering, which
can be easily modified, a place as a product is a large entity which contains various material and
non-material elements to represent it (Bowen, & Clarke, 2009). For example, a place includes
tangible attributes such as historical sites or beaches as well as intangible characteristics such as
culture, customs, and history. Because of the complex nature of a destination to be a brand,
generalization of the identity is inevitable. Brand identity is critical for generalization of
desirable characteristics projected by supplier’s perspective. It explains the expectations of a
supplier about how a brand should be perceived by its target market. Defining a target market is
crucial because some aspects of a destination may seem positive to one segment while
ineffective to another (Cai, et al 2009). Based on the projected brand identity, consumers should
develop a relationship with a particular brand by generating a value proposition either involving
benefits or giving credibility to a particular brand (Catling, 1963).
In addition to the function of identification, a destination brand differentiates itself from its
competitors based on its special meaning and attachment given by consumers. Generally, tourism
destinations emphasize points of parity associations such as high quality accommodations, good
restaurants, and/or well-designed public spaces (Baker, 2007, p. 101). It is more critical to
understand what associations of a brand are advantageous over competitors (i.e., points of
difference). Points of difference associations help consumers positively evaluate the brand and
attach to the brand (Cooper, & Hall, 2008). In fact, the key to branding is that consumers
perceive a difference among brands in a product category (i.e., positioning); because a brand
perceived distinctive and unique is hard to be replaced by other brands.
Again we can also say that Destination branding is concerned with the promotion of the tourism
of a country, contributes to the improvement of the overall image and to the creation of a strong
brand.
A destination brand ‘is the sum of perceptions that someone has about a place (whether based on
experience, hearsay or prejudice), which influence his attitude towards that destination at an

emotional level; exists in the eyes of the beholder. It has to be credible and real, it cannot be
manufactured’. The decision process of a tourist for the selection of a vacation place is very
complex and this is one of the biggest challenges the destination branding has to overcome (Cai,
2002). The image of a destination is, consequently, fundamental for the selection process.
Reputation is defined as ‘the aggregate of stakeholders’ images of a country over time’.
Reputation changes very slowly and doesn’t necessarily follow real changes. Often, countries
that fail to develop a good reputation become the ‘victims’ of competitors and target markets that
create stereotypes and negative beliefs. Nowadays, considering recent world trends, there are
several critical areas of reputation on which countries need to focus: environmental credentials,
technology and self-improvement. This last area is concerned with destination branding:
countries have to promote themselves and gain a reputation as destinations for personal
advancement and personal re- discovery.
2.2.1 Destination Brand Image
A country’s image results from its geography, history, proclamations, art and music, famous
citizens, and other features. The entertainment industry and the media play a particularly
important role in shaping people’s perceptions of places, especially those viewed negatively
(Ganjalikhan, & Ebrahimi 2013). This image can be seen as the sum of beliefs and impressions
people hold about places. Images represent a simplification of a large number of associations and
pieces of information connected with a place, they are a product of the mind trying to process
and pick out essential information from huge amounts of data about a place (Hatch, & Schultz,
2008). The image is a reflection, sometimes distorted, of its fundamental being, a measure of its
health, and a mirror to its soul. It speaks to the way a country exists in people’s minds and hearts
as well as to the position it occupies in relations to other countries.
Destination image has a key role for tourism marketers. Several researchers have illustrated that
destination image and tourists’ purchase decisions are positively correlated; this is an important
issue in an individual’s travel purchase related decision making, since the individual traveller’s
(dis)satisfaction with a travel purchase depends on a comparison of his/her expectation about the
destination or a previously held destination image, and on his/her perceived performance of the
destination (Grillot, 2007), it is an important determinant.

2.2.2 Destination Brand Equity
Brand equity is the value of a brand based on the extent to which it has a high brand loyalty,
name awareness, perceived quality, strong brand associations, and other assets such as patents,
trademarks, and channel relationships (Kotler, et al, 2006). It stems from the greater confidence
that consumers place in a brand than they do in its competitors. This confidence translates into
consumer’s loyalty and their willingness to pay a premium price for the brand.
Brand equity includes many dimensions such as performance, social image, value,
trustworthiness, and identification. For the marketer, the brand is a value; the brand name of the
product marketed by them should lead to attaining brand equity. For the consumer, a brand
which accumulates benefits means benefits in the sense of utility and service. A brand is said to
have equity when the consumers prefer to buy a branded one instead of an unbranded
commodity. When consumers are able to recall the brand name and its attributes for the long
period (Yüksel, 2008), they react more (less) favorably to an element of the marketing mix for
the brand than they do to the same marketing mix element when it is attributed to a fictitiously
named or unnamed version of the product or service (Keller 1993). From this point of view,
brand equity is the extension of brand loyalty and brand knowledge.
2.2.3 Destination Brand Identity
Brand identity reflects the contribution of all brand elements to awareness and image (Keller,
1998, p. 166). It provides a direction, purpose, and meaning for the brand and is central to a
brand’s strategic vision and the driver of brand associations (Ryan, 1995). Brand identity is a
part of the brand’s overall equity, the total perception of a brand in the marketplace, driven
mostly by its positioning and personality. Brand identity clearly specifies what the brand aspires
to stand for and has multiple roles:
1 It is a set of associations that the brand strategist seeks to create and maintain.
It represents a vision of how a particular brand should be perceived by its target public
(Randall, 2000).
Upon its projection the brand identity should help establish a relationship between a
particular brand and its clientele by generating a value proposition potentially either
involving benefits or providing credibility, which endorses the brand in question.

Each perspective is distinct. The purpose of this system is to help brand strategists consider
different brand elements and patterns that can help clarify, enrich, and differentiate an identity. A
more detailed identity will also help guide implementation decisions (Maciocco, & Serreli,
2009). The most important thing to keep in mind about a brand identity is that it lives entirely in
the mind of the beholder. An identity is not what marketers create, but what consumers perceive
as what has been created.
2.2.4 Destination Brand Positioning
The brand positioning task consists of three steps:
 1 Identifying a set of possible competitive advantages upon which to build a position.
 Selecting the right competitive advantage.
 Effectively communicating and delivering the chosen position to a carefully selected target
market
Brand positioning is what a brand stands for in the mind of consumers and prospects relative to
its competition in terms of benefits and promises (Kolb, 2006). Brand positioning is a very
important stage which involves the establishment of a fit between the supply and the demand
perspectives on the destination attributes. Promotional mix plays an important role in positioning
a destination. In order to promote tourism experiences, marketers have to think beyond
traditional advertising techniques. As well as communicating the obvious, in marketing
campaigns they need to bring brands to life by dazzling consumer senses, touching their hearts
and stimulating their minds.

2.3 Destination Branding Process
As we have discussed earlier, it is an effective destination branding that can help one country to
get on the top chart of one tourists next visiting manual book. It is important to remember that,
unlike consumer goods, destination brands are largely inherited, not manufactured. The
destination branding process therefore starts by assessing what a destination’s assets are and
focuses on how best to present these to each customer group or market segment ((Brambini, &
Vang, 2013)).
Destination Audit Segmentation Analysis SWOT analysis
Competitor Analysis Consumer Perception Analysis Stakeholder Engagement
Brand Development
Figure 3: Destination branding process
This section explains how to develop a destination brand. It sets out the process step-by-step. It
includes several models and techniques that are helpful in developing the brand.
2.3.1 Destination Audit
The first step is to undertake a destination audit, and to priorities our assets. These assets will
later be matched to individual segments. In this section of destination branding making process,
we have to undertake an audit of our destinations core assets. As for example, in case of
Bangladesh’s destination branding; we have to determine which places should get more focus
and to be a tourist’s attraction. And depending upon that we have to priorities these assets or
destinations in terms of those that appeal to our main market segments. We also have to answer
some simple questions such as: the strength of the selected destination compared to the other

destinations and the accessibility to the projected destination and its culture and communities
(De Carlo, 2015).
In case of Bangladesh, we need to assess or analyze the potentiality of our tourist’s spots. In that
case of branding, focusing on the existing attractions is not enough. We need to focus on the
other remote beautiful destinations and should build it accessible for all the tourists including
inbound and outbound.
2.3.2 Segmentation Analysis
It is important to identify and priorities the key market segments for our destination. These will
drive our brand development. This is because the brand positioning and brand values we select
should be those that most appeal to our key market segments (e.g. If one of our destination’s
greatest strengths is its cultural heritage, then one of our main market segments will be those
who are interested in culture. It therefore follows that culture will feature in some form as an
important element of the destination brand.).
Knowing our main target segments and prioritizing them will guide our consumer research,
because these are the people whose opinions about our destination matter most (De Carlo,
Cugini, & Zerbini, 2008). They are therefore the people whose motivation we need to establish,
and whose perceptions will influence the way in which we build our brand. The way in which we
market the destination to each different target audience will vary according to what they find
most appealing about our destination. But the destination’s core brand values should always
shine through all marketing activities to all segments, even if we change the emphasis for
different segments (Momeni, 2015).
2.3.3 SWOT Analysis
Identify our destination’s strengths, weaknesses, opportunities and threats. This should not be an
uncritical list. It should identify and priorities strengths, weaknesses, opportunities and threats in
relation to our key markets within a competitive framework (Riznic, Cvijanovic, & Vojnovic,
2014).
In that case we need to find out our core competitive strengths of our destination. And should
priorities them by starting with the strong side in the market. We also need to focus on the main

opportunities for our destinations. As well as we also have to be conscious about the weakness
and should keep our eye open for our destinations possible threats.
In answering these questions, always consider our destination’s competitive context. We should
include only those strengths and opportunities that help give our destination a competitive edge,
and those weaknesses and threats that truly affect our destination’s competitiveness (Shamsub, &
Lebel, 2012). Otherwise our SWOT analysis will be no more than an un-prioritized and
unhelpful ‘catch-all’ list of features.
2.3.4 Stakeholder Engagement
Visitors’ perceptions are the deciding factor for any destination. However, it is also important to
analyze stakeholder perceptions at the outset, particularly those who receive visitors.
Stakeholders are people who have an interest in the way in which the destination presents itself.
They comprise mostly people who live in the destination and people who deliver the destination
experience to visitors, such as the inbound travel trade, hotels, attractions, transport companies,
politicians, regional and local authorities, national, regional and local organizations, such as
conservation, arts, culture and heritage bodies, as well as ordinary residents and the media.
Stakeholders have no say in how the visitor thinks (Catling, 1963). However, if stakeholders do
not view the destination in the same way as visitors do, and therefore do not reinforce the
destination’s brand values through their behavior when they meet visitors, there is likely to be a
disconnect between visitors’ expectations and reality: the destination’s marketing promise will
not be borne out in the visitor’s experience. And, if stakeholders do not agree with the way in
which the destination projects itself, they will be less likely to reflect the destinations’ brand
values in their own marketing communications (Gruen,). This will result in visitors receiving
different messages about the destination.
2.3.5 Consumer Perception Analysis
In that section we should run a Research amongst consumers to understand how people view our
destination is one of the single most important steps in brand development. This enables us to
understand how our destination is perceived both by people who have visited and those who
haven’t (Moilanen, & Rainisto, 2009). It enables us to identify our destination’s greatest
strengths, its weaknesses and any obstacles to progress.

Understanding people’s perceptions of our destination can most effectively be done through
qualitative research, usually in focus groups and in-depth individual interviews. This gives the
interviewer an opportunity to probe behind some of the more superficial ‘like’ and ‘dislike’
responses that emerge in quantitative research. It is necessary to dig down and understand the
deeper psychological needs and personal motivation that lie behind people’s destination choice
(Minamiyama, 2007).
2.3.6 Competitor Analysis
Understanding where our destination stands in relation to its competitors is critical. This means
assessing what our destination’s competitive strengths and weaknesses are against what visitors
are looking for (Morgan, Pritchard, & Pride, R. 2004). In that case we have to focus on some of
the important points to get a competitive advantage over the market competitors. And they are:
o What are visitors from your core market segments looking for?
o What are your destination’s main assets?
o How competitive are they?
o Where does your destination sit in relation to your competitors?
We need to identify the core market segments with the help of the customer’s choice and should
go for it. We also have to assess our destinations main assets, and their competitiveness. And at
last we need to figure out the difference and relation to our competitor destinations or regions of
outside of Bangladesh.
2.3.7 Brand Development
After focusing all the steps and maintaining all the key aspects and factors of developing a brand,
we should develop one single but meaning full brand name or identity, and should enrich it with
more value and image for the purpose of customer attraction and satisfaction.

Figure 4: Brand Development Pyramid
Further marketing and promotional activities also have to take in order to promote the brand
name toward the world.
2.3.8 Developing Slogan and Logos
Slogans and logos are fundamental for the communication and enhancement of the brand image
and brand equity (Henderson, 2007) (please refer to Glossary for definitions). They are two of
the elements that help a brand to differentiate itself from competitors (other destinations).
The logos are efficient if they are used consistently over time; they are the symbol of a
destination and represent it.
A logo should be attractive, clear, simple, and suitable for all media and consistently applied in
all marketing communications. The logo is not itself a brand, it’s only a part of it. If marketers
consistently apply the same logo, it can become a powerful marketing tool, because people
would recognize it, associate it with the destination and remember it and, consequently, the
place.
Brand Essence:Rugged
natural soulful place for
the visitors to make a
relationship
Positioning Statement:A
pristine landof untouched
natural beautyof vastness
such that it touches the soul
Brand Personality:A rugged, unspoilt,
resilient, challengingbut rewarding and
indipendent spiritedplace.
Emotional Benefits:Sense offreedom, space and liberation,
onenesswith teh country's unspoilt naturalbeautyand
primordal environment.
Rational Attributes:Wildlife, Dramatic, cultural diversity, adventure
activities,opportunitiiesof visitors to selfdrive opens upthe countryto
indepenedent spiritedvisitors.

The main purpose of a country slogan is to build brand image and brand awareness (Keller,
1993). There are two types of brand awareness: brand recall and brand recognition. Brand
recognition refers to the consumers’ capacity to discriminate the brand ‘as previously seen or
heard’. Brand recall refers to the consumer’s ability to retrieve the brand from memory when
given the product category, the needs fulfilled, a purchase or a usage situation. To increase the
brand awareness, the slogans need to be linked to the brand name and the meaning of the brand,
so a country brand (its name) should be always associated with the slogan to increase its
memorability.
2.4 Nation Branding
Nation branding is a field of theory and practice which aims to measure, build and manage the
reputation of countries. Compared to products and services branding, country branding is the
process whereby a country actively seeks to create a unique and competitive identity for itself,
with the aim of positioning the country internally and internationally as a good destination for
trade, tourism and investments (Randall, 2000). In this regard, countries such as South Africa,
Wales, Spain, Colombia, and Ireland have succeeded in attracting FDIs and tourists to their
countries as a result of carefully managed country branding programs.
It is said that a country cannot be sold like toothpaste. Thus, nation branding is not about
pretending that everything is fine in a country, nor is it about discouraging investors and tourists
from coming into the country. It is about letting others know about the talents and the
opportunities that a country is endowed with. Accordingly, nation branding requires a broader
definition of the term “branding” that includes a plan for earning reputation. Indeed, one needs to
inspire and induce majority of the citizens to act in a way that helps the country to earn a
reputation and make sure that the world knows about it and believes in it (Gover, & Go, 2009).
With countries, the decision making process is even more difficult because the objectives and
costs are different, whereas a consumer could easily afford to spend money on a product without
much considerations and with potentially less consequences as a result of dissatisfaction, it is not
so simple with companies wishing to invest in a country or with tourists wishing to go on
holidays in the country (Gruen,2001). Both the companies and the holidaymakers are influenced
by a lot of other factors; this is because of the huge sums of money involved. For holidaymakers

this will run into thousands of dollars or pounds, they will also consider the relative safety of the
social and political environment of the country.
2.5 Customer/ Tourist Attraction
Without tourist attractions there would be no tourism. Without tourism there would be no tourist
attractions. Although a tautology, such an argument still points to the fundamental importance of
tourist attractions and the attractiveness of places to tourism (Knudsen, & Schovsbo, 2004).
Efforts at specificity often reduce the simple concept of “tourist attraction” to exploitable
“resources”, marketable “products” and “images”. or simply place “attributes” or “features. Most
researchers, however, agree that attractions are the basic elements on which tourism is
developed.
In essence, tourist attractions consist of all those elements of a “non-home” place that draw
discretionary travelers away from their homes. They usually include landscapes to observe,
activities to participate in, and experiences to remember. Yet it can sometimes be difficult to
differentiate between attractions and non-attractions. Transportation (e.g., cruise liners),
accommodations (e.g., resorts), and other services (e.g., restaurants) can themselves take on the
attributes of an attraction, further comp1icatin.g the distinction between various segments of the
tourism industry. At times, tourists themselves can even become attractions (Ryan, 1995).
Some researcher proposes that a phenomenon must have three components to be considered an
attraction: a tourist, a site to be viewed, and a marker or image which makes the site significant.
These criteria could enable virtually anything to become a tourist attraction. Thus, “attraction” in
its widest context would include not only the historic sites, amusement parks, and spectacular
scenery, which are normally associated with the word, but also the services and facilities which
cater to the everyday needs of tourists (Maciocco, & Serreli, 2009). Also included would be the
social institutions which form the basis for the very existence of human habitation. Non-
entertainment oriented attractions have been variously referred to as “comfort attractions”,
“conditional elements”, or have been categorized into “services and accommodations” or the
nebulous “other”.

2.6 Tourist Attraction Typologies
The literature provides a number of perspectives on visitor attraction typology. In an attempt to
sort out the various ways of classification, A. Lew (1987) identifies three broad perspectives for
classifying visitor attractions:
I. The Ideographic/ Descriptive perspective
II. Organizational/Development Perspective
III. Cognitive/Perceptive Perspective
The Ideographic/ Descriptive perspective is focused on unique feature typical for the site,
while ignoring universal or abstract features. It provides a typology comprising of nine attraction
categories: panoramas, landmarks, ecological (climate, national parks, nature reserves),
observational (rural/agriculture, gardens), leisure nature (trails, parks, resorts), participatory
(mountain, water and other activities), settlement infrastructure (utility types, settlement
morphology and functions, institutions, people), tourist infrastructure (forms of access,
information, accommodations, meals) and leisure superstructure (recreation entertainment,
culture, history and art).
The Organizational/Developmental perspective emphasizes the geographical and temporal
aspects of attractions, as well as their capacity, while the Cognitive perspective takes into
account the visitors’ perceptions and experiences derived from visiting attractions (Bowen, &
Clarke, 2009).
2.6.1 Swarbrooke Model of Visitor Attraction Typology
Applying the ideographic perspective is the classification proposed by Swarbrooke (1995), who
distinguished for groups of attractions based on their origin: natural, man-made but not originally
designed primary to attract visitors, man-made and purpose-built to attract tourists and special
events.
Natural Man-made but not originally
designed primary to attract
visitors
Man-made and
purpose-built to
attract tourists
Special Events
Beaches Cathedrals and churches Theme Parks Sporting Events

Caves Architecture Monuments Amusement Parks Art Festivals
Rock Faces Archeological Sites and objects Musiums Fairs and market
Rivers and Lakes Historic parks & Gardens Exhibition centers Religious festival
Forests Relics of Technology Safary parks Historical
anniversaries
Flora and Fauna Reservoir Casinos & Spas Traditional
festivals
Figure 5: Visitor Attraction Typology(swarbrooke)
2.7 Tourists Satisfaction
According Yi (1990) the satisfaction measurement focuses primarily on the disconfirmation
model of expectations. He also claimed that the desires of the consumer, as the key determinants
of satisfaction. This view was supported by Spreng et al., (1996) who believed that the extent to
which a product or service fulfils a person’s desires are significant in shaping the individual’s
feelings of satisfaction. Baker and Crompton (2000) also supported this view by indicating that
factors such as desires, needs and disposition can influence the measurement of satisfaction.
However “Attribute satisfaction” is the individual assessment of the degree to which a product’s
performance is perceived to have met or exceeded desires and expectations. (Brambini, & Vang,
2013) suggested that the products of a destination should be designed to meet the demand of the
targeted customers.
“Tourism satisfaction” refers to the emotional state of tourists after exposure to the opportunity
or experience points out that the future of tourism markets is dependent on the ability of tourism
countries to deliver “a high quality product that corresponds to the changing tastes, needs, wants
and demands of the international traveler”. The development of such marketing strategies
requires tourism officials to measure the image customers have of the destination’s tourism
products and identify how satisfied they are with the delivery of these products. Ghosh, B.
(2001) also measured tourists’ satisfaction with their holiday experience and pointed out that the
measurement of satisfaction provides some indication of the degree of customer loyalty.
Davidson, (1994) found a relationship between overall satisfaction and intention to make a repeat
visit.

2.8 ConceptualFramework Createdby Researcher
Developing Quality Tourists
Attraction In order to
Achieve Customer
Satisfaction
Developing
Brand
Identity
Developing
Brand Image
Developing
Nation
Branding
Developing
Brand Equity
External
Factors:
Natural,
Cultural &
Historical
Values
Internal
Factors:
Organizations,
Stakeholders,
Competitors,
Customers,
Market
situation.
Destination Branding Strategy

Chapter 3: Research Methodology
3.1 Introduction
Methodology is an essential phase of one research report. In this part of this report all the
decision making factors and the methodologies that are going to be used is described by the
researcher. The research approach, philosophy, research investigation, ethical issues, research
data collection tools, analysis method, research philosophy and research limitations are described
in this section of the research report. That is why it is the methodology that plays a vital part to
make the research out come more feasible and correct (Kumar, 2015).
3.2 Research Philosophy
Various types of research philosophies can be used in different situation of one research. And the
philosophies are as follows:
Figure 6: Research Philosophies.
Research
Philosophy
Realism
Interpretivism
Pragmatism
Relativism
subjectivism
Hermeneutics
Constructive
Feminism
Positivism
Post-
positivism

These are some kind of research philosophies that are being used in different types of research
study. The positivism philosophy of the research focuses upon the external and independent
issues and also the collection of information that is based on regulations and law (Jha, 2008). The
experience level of the participants is not to take in this philosophy. Unlike Positivism, the
Interpretivism philosophy collects all kinds of information including social, cultural, behavior,
attitude and the current perspective or situation. All the information is gathered via interview and
survey from the respondent. That is why Interpretivism is considered as one of the hard
philosophy, but the researcher has chosen this one to be used in this research about the
destination branding and its impact over tourists’ attraction in Bangladesh (Novikova, 2009).
Justification of Research Philosophy
Research philosophy is an essential part of the methodology which has four segments for
researcher to consider about; and they are Pragmatism, Positivism, Interpretivism, and realism.
In this research the interpretivism philosophy has used for the analysis of the destination
branding and its impact over tourists attraction in Bangladesh. To analyze the impact of the
quality service management over the customer satisfaction, the researcher will collect its
information and data by conducting survey and interview process to find out the qualitative and
quantitative information for the further usage for this research (Lucas, 2009). That is why the
Interpretivism research philosophy is selected and thought to be the best for this research report.
3.3 Research Approach
Usually, there are two types of research approach that are available Inductive research approach
and Deductive Research approach; which are mostly used in the making of one research report
(Samuels, et al, 2009). The inductive research report is suitable for those researches which are
based upon scientific analysis. In case of a scientific research, the objectives of the research are
not used to set at the beginning of the research report, and the proceedings are taken through the
hypothetical analysis. The Deductive research method is best suitable for the business research.
The objectives of this kind of research are used to set at the beginning of the research report.

Justification of the Research Approach
The main motive of this research is to find out the impact destination branding over tourists
attraction in Bangladesh That is why the Deductive approach is used to analyze this scenario.
This research is meant to analyze the effect of the customer attractions of Bangladesh upon
various kind of branding strategy, and the main objectives are set at the beginning of the report
which is why, the deductive research report is considered to be the best for the research report.
3.4 Research Strategies
There are many research strategies that are available to be applied in a research paper. These
research strategies are:
Figure 7: Research Strategies
It is the nature of the research report that defines its research strategy. In case of Scientific
Research, experimental research, archival research and action research strategies are considered
to be the best suitable for that. On the other hand, business research needs survey method,
grounded theory and interview process strategies to execute and to make a research report.

Justification of the Research Strategy
There are various strategies to conduct one research work maintaining all the potential data and
applying all the prospective techniques to evaluate and to target the research problem critically.
This research on destination branding and its impact over tourists attraction in Bangladesh uses
multiple strategies such as ground theory strategy, and questionnaire survey method to gather
research primary data in order to analyzing the research problem. It is the questionnaire survey
with the tourists and the interview process with the specialists of tourism management are
enough to analyze the impact of destination branding and its impact over tourist’s attraction in
Bangladesh.
3.5 Research Methods
For the analysis purpose of the report, there are actually 3 types of research methods, and they
are: Qualitative Research method, Quantitative Research Method, and Mixed Research Method.
In this research mixed research method will be used to analyze the impact of destination
branding and its impact over tourists’ attraction in Bangladesh
3.5.1 Qualitative Research Method
Qualitative research method is used to drag out the reasons and the background story of the case
of one critical situation. That is why the researcher will collect the qualitative information from
the managers and the service personnel’s to find out the real picture of the current situation.
These data will help the researcher to seek out the findings and solution of the current problems.
3.5.2 Quantitative Research Method
To analyze the current situation of the Destination Branding and its impact over tourist
attraction, the researcher will collect quantitative data with the help of questionnaire survey. The
researcher will survey 100 random respondents including tourists, students, and specialists to
find out the actual impact of the destination branding and its impact over tourists attraction in
Bangladesh.

3.5.3 Mixed Research Method
To find out the exact situation destination branding and its impact over tourists attraction in
Bangladesh the researcher will need the qualitative data and quantitative data at the same time. In
that case, the researcher will collect those data by survey question and by the interview process
with the tourists and the specialists.
Justification of the Mixed Research Choice
In this research, there is a need to analyze both the quantitative and qualitative data in order to
analyze the situation of the Destination Branding and its impact over tourist attraction. That is
why the researcher has selected the mixed research method in order to using both the research
method in this study about destination branding strategy.
3.6 Research Data Sources
Before we do some analysis of the situation, the first ingredient that we will be needed is the
data. Usually there are two different sources of data that are used to do the analyze part of one
research and they are: Primary Data, and Secondary Data:
3.6.1 Primary Data
Primary data will be collected through the research questionnaire, survey and interview of the
participants. The researcher collects data directly or indirectly from the respondents or
participants of the research are called primary data. That is why it can be collected by the
researcher via case study, observation, interview, and questionnaire. On the basis of the primary
data the researcher can assume or can have a complete picture of the current situation of the
Bangladesh’s current tourism situation.
3.6.2 Secondary Data
Secondary data is needed for the literature review part of the research about the destination
branding and its impact over tourists’ attraction in Bangladesh. Collection process of the
secondary data is easy; it can be gathered from journals, articles, newspapers, company final
report, and company article and so on. Secondary data means the data which is gathered by other

researchers in the past to analyze one particular situation (YILMAZ, 2009). That is why, the
acceptability and relevance of the secondary data is lower than the primary data.
Uses of the Research Data
The primary data will be used to analyze the current situation of Bangladesh tourism, about its
branding strategy and its future. And the secondary data will be used in the literature review of
this research about the Bangladesh’s branding strategy and its impact over its tourists attractions.
3.7 Sampling Technique and Size
It is the participants of the Destination Branding and its impact over tourist attraction who are
targeted by the researcher as the population for the survey in this study. So the researcher has
select 100 respondents including tourists, students, tourism specialists, and general public. There
are different kinds of sampling techniques available, Probability sampling technique, Purposive
Sampling Technique, Random sampling technique, and Non-probability sampling technique
(Jha, 2008). Regarding this research Random sampling technique has been chosen by the
researcher.
3.8 Data Analysis Method
The researcher has Used PRA to find out the in-depth critical view of the problem and to analyze
the situation. The researcher uses the SPSS for the statistical findings of the study, and ms excel
to create the related graph, chart and action figures to present the evaluated data to understand
the situation of the destination branding and its impact over tourists’ attraction in Bangladesh.
3.9 Ethical Consideration
The ethical consideration is vital while conducting one research to prove that the research is done
without any kind of biasness from the researcher’s point of view. There are some Ethical
standards that have been maintained while doing this research:
Research Data Application: The data that is collected will not be used for any kind of
commercial purposes; and the sources of the data are reliable and relevant with the research
topic.

Respondent Involvement: The population of this research participated in this researches survey
and interview process voluntarily. There has been no force from the respondent that can affect
the answers of the respondents. And the personal information that is given by the participants
will never be disclosed under any circumstances (Lucas, 2009).
3.10 Research Limitation
There are limitations of this research, and they are as follows:
Data Reliability: The data that is collected from the general public may be biased or incomplete
in nature, as they are unaware about the destination branding strategy.
Budget Constraints: Limited budget is also a major constraint for this research work, because it
is limited to a particular amount.
Time Constraints: This is the major constraints for which the researcher was unable to penetrate
more deep in this research work and problem.
3.11 Conclusion
In the end of this chapter, the data analysis starts when the collection of data began; and it is a
simultaneous process. In this chapter we have described the details, the design, data collection
method, analysis method, data sources, sampling method and instruments that are employed in
the qualitative and quantitative phase of this research.

Chapter 4: Findings and Analysis
4.1 Introduction
The analysis part of one research is considered very important as it presents all the data and its
results or the currents situation of the research topic. In this report we have done some analysis
about the impact of destination branding on tourists attraction. The researcher tried to show the
strength point of positive brand value and its impact as well as the negative impact of the bad
strategy or the defect about branding strategy. That is why the finding and analysis part of the
research report is considered very crucial of one report.
4.2 Frequency Analysis of the Questionnaire Survey
The questionnaire survey is usually made by the researcher, and this is made to make the survey
among the participants or the tourists, and the tourism specialists to find out the impact of
destination branding over tourists attraction. Using the questionnaire survey upon the
respondents, important findings have been brought out by the researcher in order to analyze the
impact of the branding over tourists attraction.
4.2.1 Findings of the Gender of the Participants
Table2: Frequency Analysis of the Questionnaire survey (Gender)
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Female 20 40.0 40.0 40.0
Male 30 60.0 60.0 100.0
Total 50 100.0 100.0
The finding about the gender of the participants is vital to solicit the information whether the
respondents of the research are male or female dominated.

Figure 8: Gender Analysis
It is also essential to measure the actual percentage of the respondents from different genders. In
these findings about the gender, we can say 60% are Male and rests 40% are Female.
4.2.2 Findings of the Age Categories of the Participants
Here we categorized the respondents regarding upon their age by the questionnaire survey. The
researcher has developed five particular part or categories of age range.
Table 3: Frequency Analysis of the Age Categories of Participants
Frequency Percent Valid Percent Cumulative
Percent
Valid 18-30 14 28.0 28.0 28.0
31-40 8 16.0 16.0 44.0
41-50 13 26.0 26.0 70.0
51-60 8 16.0 16.0 86.0
61-Above 7 14.0 14.0 100.0
Total 50 100.0 100.0
In the questionnaire survey the researcher found that 18-30 age limit brings the biggest amount
of respondents is 28%. And after that it is 41-50 age categories consist second large amount 26%
of guests in the hotel. Age category 31-40 consists of 16% of the total population.
Male
Female

Figure 9: Age Categories of the Participants
And after that 51-60 age category consisting with 16% and 61-avobe brings 14% guests of the
total survey.
4.2.3 Findings about Educational Status
Table 4: Frequency analysis of the Educational Status of the Respondents.
Percent
Valid Diploma 12 24.0 24.0 24.0
Undergraduate 13 26.0 26.0 50.0
Graduate 25 50.0 50.0 100.0
Total 50 100.0 100.0
With the different educational status, respondents will have different point of view about the
branding and its impact over customer satisfaction. Educational status analysis shows that they
are having the 50 % graduated guests in their establishment. Among the sample population 24 %
have diploma degree, and the rest 26 % are under-graduate.
Figure: 10: Educational Status of the Respondents
0
10
20
30
18-30 31-40 41-50 51-60 61-Above
0
20
40
60
Under-Graduate Diploma Graduate

4.2.4 Bangladesh has a Good Brand Image about its Destination
The respondents are asked about the image of the destination of the Bangladesh. As we can see
there are mixed kind of response given by them.
Table 5: Destinations Brand Image of Bangladesh
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Strongly Agree 11 22.0 22.0 22.0
Agree 14 28.0 28.0 50.0
Neutral 9 18.0 18.0 68.0
Disagree 8 16.0 16.0 84.0
Strongly
Disagree
8 16.0 16.0 100.0
Total 50 100.0 100.0
So in this issue, there are 22% respondents strongly agree with this fact, 28% people also agree
with this topic, 18% of the total respondents maintained neutral situation, 16% are disagree with
others and rest of the16% are strongly disagree with this issue that the Bangladesh has a Good
Brand Image about its Destination.
Figure 11: Frequency Chart of the Branding Image of Bangladesh’s Destinations
0%
5%
10%
15%
20%
25%
30%
Strongly Agree Agree Neutral Disagree Strongly
Disagree

4.2.5 Bangladesh has a good Brand Equity
Here, we asked about the Brand Equity of Bangladesh, we also can find out different kind of response
from the respondents.
Table 6: Destination Brand Equity of Bangladesh
Percent
Agree 13 26.0 26.0 50.0
Neutral 8 16.0 16.0 66.0
Disagree 14 28.0 28.0 94.0
Strongly Disagree 3 6.0 6.0 100.0
Total 50 100.0 100.0
there are 24% respondents strongly agree with this fact, 26% people also agree with this topic,
16% of the total respondents maintained neutral situation, 26% are disagree with others and rest
of the 6% are strongly disagree with this issue that the Bangladesh has a Good Brand equity
about its Destination.
Figure12: Frequency Chart of the Branding Equity of Bangladesh’s Destinations
Brand Equity
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

4.2.6 Brand Identity of Bangladesh associates correctly with customers about its features
In that case, we asked our participants about the Brand Identity and its positive association with
the customers about its features. The result is given as such.
Table 7: Destination Brand Identity and its association with the tourists
Percent
Agree 13 26.0 26.0 56.0
Neutral 8 16.0 16.0 72.0
Disagree 10 20.0 20.0 92.0
Total 50 100.0 100.0
others and rest of the 8% are strongly disagree with this issue that the Brand Identity of
Bangladesh associates correctly with customers about its features.
Figure 13: Frequency Chart of the Brand Identity and its association
0%
5%
10%
15%
20%
25%
30%
Strongly
Agree
Agree Neutral Disagree Strongly
Disagree

4.2.7 Promotional mix plays its role in about positioning a destination in Bangladesh.
Here, we tried to know the role of the promotional mix in case of brand positioning. We get
various kinds of answers.
Table 8: Promotional Mix’s role in case of Destination Brand Positioning
Percent
Agree 25 50.0 50.0 80.0
Neutral 4 8.0 8.0 88.0
Disagree 4 8.0 8.0 96.0
Total 50 100.0 100.0
As we can see, there are 30% respondents strongly agree with this fact, 50% people also agree
others and rest of the 4% are strongly disagree with this issue that the promotional mix plays its
role perfectly regarding brand positioning of Bangladesh.
Figure 14: Frequency Chart about Brand Positioning.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

4.2.8 Destination brand image and Value of Bangladesh is helpful to maintain social status.
That question asked in order to find out the thinking of the respondents about the value of the
Bangladesh’s destinations and its impact over the tourists social status. The result is as follows:
Table 9: Brand Image Value to Maintain social status
Percent
Agree 20 40.0 40.0 68.0
Neutral 4 8.0 8.0 76.0
Disagree 7 14.0 14.0 90.0
Total 50 100.0 100.0
there are 28% respondents strongly agree with this fact, 40% people also agree with this topic, 8% of the
total respondents maintained neutral situation, 14% are disagree with others and rest of the 10% are
strongly disagree with this issue that the Destination brand image and Value of Bangladesh is helpful to
maintain social status.
Figure 15: Frequency Chart about Brand Image value maintaining Social Status
0
5
10
15
20
25
30
35
40
Strongly Agree Agree Neutral Disagree Strongly Disagree

4.2.9 Local Stakeholders engagement will help to flourish one destination
This question asked by the researcher to find out the thinking of the respondents about the local
stakeholders engagement and participation in order to develop one tourist destination. The result
is given as follows:
Table 10: Influence of Stakeholder Participation to develop one destination
Percent
Agree 13 26.0 26.0 60.0
Neutral 5 10.0 10.0 70.0
Disagree 8 16.0 16.0 86.0
Total 50 100.0 100.0
As we can see, there are 34% respondents strongly agree with this fact, 26% people also agree
others and rest of the 14% are strongly disagree with this issue that the promotional mix plays its
role perfectly regarding brand positioning of Bangladesh
Figure 16: Stakeholders participation in order to develop one destination
0%
5%
10%
15%
20%
25%
30%
35%
Strongly Agree Agree Neutral Disagree Strongly
Disagree

4.2.10 Nation Branding helps to increase Bangladesh’s brand image, value and Identity
As like the other countries, Nation branding would help Bangladesh to create a particular
standard brand Image and value. The answers of the respondents are given as such:
Table 11: Nation Branding In order to increase Destination brand image, value and
Identity of Bangladesh
Percent
Agree 17 34.0 34.0 74.0
Neutral 3 6.0 6.0 80.0
Disagree 7 14.0 14.0 94.0
Total 50 100.0 100.0
others and rest of the 6% are strongly disagree with this issue that the Nation Branding helps to
increase Bangladesh’s brand image and value.
Figure 17: Nation Branding Helps to increase Brand Value and Image and Identity
0
20
40
Very Satisfied
Satisfied
Neutral
Dissatisfied
Very Dissatisfied

4.2.11 Destinations offers quality service as it is promised by branding that leads Customer
Satisfaction
We asked this question to the tourist respondents who has visited the destinations of Bangladesh
to know about the perceived services from the destination. The outcome varies from person to
person.
Table 12: Destinations Service Quality in order to achieve customer Satisfaction
Percent
Agree 14 28.0 28.0 46.0
Neutral 12 24.0 24.0 70.0
Disagree 10 20.0 20.0 90.0
Total 50 100.0 100.0
Here, as we can see 18% of the Total respondent strongly agree that means they are satisfied
with the perceived service from destination. 28% are satisfied with the overall service, 24% of
the total respondent kept silence. 20% dissatisfied with the perceived service, and 10% are very
dissatisfied with the perceived service at a destination.
Figure 18: Frequency chart of perceived service quality and the promised one
0%
5%
10%
15%
20%
25%
30%
Strongly
Agree
Disagree

4.3 Multiple Regression Result of Questionnaire Survey
Here, the researcher investigates the relationship between the factors of destination branding and
its impact over the tourists’ attraction of Bangladesh. The data set comprises of opinion of 50
respondents that are selected randomly among tourists, businessman, students and tourism
specialists. The independent variables are: Destination branding image, destination branding
equity, destination branding identity, nation branding, and influence of stakeholder participation
in tourism. The dependent variable is the Attraction Service Quality and Customer Satisfaction.
Variables Entered/Removeda
Model Variables Entered Variables
Removed
Method
1 Nation Branding,
Destination Brand Equity,
Influence of Stakeholder
Participation n,
Destination Brand Identity,
Destination Brand Imageb
. Enter
a. Dependent Variable: Attractions Service Quality &
Satisfaction
b. All requested variables entered.
In regression, both dependent and independent variables are metric scaled. The relative
significance of each of the independent variable on the dependent variable can be measured from
the associated coefficient. If the β of all independent variables is same, it means the independent
variables have no effect on the dependent variable (Attraction quality, service and Satisfaction).
But if the β of all the independent variables are not same then it indicates the independent
variables influence the dependent variables.

Model Summary
Mod
el
R R
Square
Adjusted R
Square
Std. Error of the
Estimate
1 .710a .504 .448 .93243
a. Predictors: (Constant), Nation Branding, Destination Brand
Equity, Influence of Stakeholder Participation, Destination Brand
Identity, Destination Brand Image
Here, R=.710a
, R² = .504, Adjusted R²= .448, Std. Error of the Estimates = .93243
Here, the table shows the value of correlation coefficient, R = . 710a
, which implies that there
exists a high degree of positive relationship between dependent variable (Attraction quality,
service and Satisfaction) and independent variables. Because we know if R is more than 0, then
there are some relationships among the variables.
ANOVAa
Model Sum of
Squares
df Mean
Square
F Sig.
1 Regressio
n
38.865 5 7.773 8.940 .000b
Residual 38.255 44 .869
Total 77.120 49
a. Dependent Variable: Attraction Service Quality & Satisfaction
b. Predictors: (Constant), Nation Branding, Destination Brand Equity,
Influence of Stakeholder Participation, Destination Brand Identity, Destination
Brand Image
Residual value means the difference of observed and predicted value of dependent variables.
Here the result of residual value is 38.255 which indicate the difference of the observed and
predicted value. The F-test is used to test for differences among sample variance. So, if the
variances are equal, the ratio of the variances will be 1. The formula for F is simply
F= (S1)2/ (S2)2, the variance are arranged so that F>1. That is; s12>s22.
The larger the F statistic, more useful model will be. Here the result of F test is 8.940 in the
research. So, it can be concluded that the model is very useful as the result is significant.

Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1 (Constant) 1.268 .318 3.985 .000
Destination Brand
Image
.829 .467 .920 1.776 .083
Destination Brand
Equity
.094 .453 .096 .207 .837
Destination Brand
Identity
-.536 .458 -.568 -1.170 .248
Influence of
Stakeholder
Participation
.713 .402 .830 1.772 .083
Nation Branding -.700 .294 -.701 -2.381 .022
a. Dependent Variable: Attraction Service Quality & Satisfaction
In case of Regression, both the dependent and independent variables are metric scaled. The
relative significance of the independent variables over the dependent variable can be measured or
analyzed by the associated coefficient. If the β of all independent variables is same, it means the
independent variables have no effect on the dependent variable. But if the β of all the
independent variables are not same then it indicates the independent variables influence the
dependent variable.
The table shows that β of all independent variables is not same. So the independent variables
influence the dependent variable.

Chapter 5: Conclusionand Recommendations
5.1 Concluding Remarks
Bangladeshis have a persistent grievance that Bangladesh is not justly portrayed in international
forums. It is unfortunate that the commitment and resilience of the people to enhance the image
of the country goes unnoticed. There is a general tendency among the international community to
draw parallels for Bangladesh with countries facing difficulties, completely overlooking the fact
that Bangladesh, with its backwardness and structural deficiencies, has made significant progress
in fields that would make many emerging countries envious.
Tourism is a growing industry in Bangladesh. As we can see, many institutions and
establishment is being built by various entrepreneurs for the tourism purpose, in order to attract
tourists not only from the domestic market, but also from the foreign one. But to attract more
customer or tourists need an effective branding strategy in order to flourish the tourism sector of
Bangladesh. In this modern world, people only buy those products which get a maximum media
coverage and have a greater image and value (Cai, et al 2009). In case of Bangladesh, it has
many beautiful spots that can attract more tourists than ever, if it is focused properly with a
perfect branding strategy. After all it is value of one places image that helps to satisfy one
customer and also helps to spread a positive word of mouth for the attractions of the Bangladesh.
5.2 Summary of the ResearchObjectives
Objective 1: To Identify the destination branding strategy of Bangladesh
Summary: Nation branding and place or region branding can be considered as useful tools in
case of branding Bangladesh. As we can see, Bangladesh has only name is “Beautiful
Bangladesh” which is literally a country branding. But we need to focus on the specific spots to
attract more customers. Place branding, culture branding, tradition branding, and season
branding can also be used in order to attract seasonal tourists in Bangladesh.

Objective 2: To identify the customer attraction and their expected demand, and value
about destination brands
Summary: As we know, Bangladesh has various tourists’ spots or customer attractions. But it is
the customers who want more values from one place in order to maintain their social status.
Regarding that, many people of Bangladesh fly to other countries. Existing places or tourists
attractions can add up more features and services in order to match customers expected demand.
Innovation of the new places has always been a center of attraction for few years. As we can see
many new tourists spots has been identified and has opened its service for the common people in
recent years is gaining many tourists day by day which has been treated as a fact of gaining
social status.
Objective 3: To analyze the impact of the Destination Branding over the Customer
attraction.
Summary: Various tools has been used in this research to analyze the effect of the branding over
the tourists or customer attraction. As for the branding about “Beautiful Bangladesh” in different
media, tourists are now increasing day by day than past years. With the improving and
innovating new destinations and branding by its name and with other features, it can have a
maximum output.
Objective 4: To suggest some policies and plans for the better implementation of the
branding strategy.
Summary: Branding of one place or product or features is not enough to attract customers or
tourists. It needs a perfect marketing and promotional effort to reach toward the potential
tourists. As well as it needs a better authority and institutions to maintain its quality and to
sustain in the competitive market.

5.3 Recommendations
This part of the research will focus on the duties and works that should be done in order to make
a perfect branding strategy and to reach toward every tourists. The Recommendations for the
Branding Strategy and its impact over tourists attractions are as follows:
The Policy maker of Bangladesh should make a better Brandi Image for the Country.
 Nation Branding is essential part of branding as to promote it in the market.
 The authority should run an audit program in each destination in order to measure the
popularity
 The tourism authority of Bangladesh should segment its tourists attractions based upon
typologies.
 Local stakeholders’ participation is needed in order to maintain destinations brand image,
value and position.
 Before taking or developing any kind of service or feature or program in a destination,
tourist’s expectations and perceptions must be measured by the authorities.
 A specific brand name and logo and slogan must be created in order to create a Brand
Name.
 Place branding, region branding should be done in order to focus on particular places
tourism.
 Cultural, Natural, Seasonal, and Traditional Festivals can also be branded alongside with
the destinations in order to bring more tourists in Bangladesh from the other countries.
 Various promotional tools should be used by the Tourism Board or BPC to promote the
brand name and value of Bangladeshi tourism spots.
 Destinations should provide promised features and services toward the tourists to achieve
maximum satisfaction.

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Appendix – A: Questionnaire Survey
Impact of Destination Branding Strategy on Customer Attraction, an
Empirical Analysis on Bangladesh Tourism
A. Gender
i) Female ii) Male
B. Age
i) 18 – 30 years ii) 31 – 40 years iii) 41 – 50 years iv) 51- 60 years v) 61
above
C. Educational status
i) Diploma ii) Undergraduate iii) Graduate
D. Table ofVital Questions
Standard Qu:
No.
Factors Strongly
Agree
Disagree
Perception
about
Destination
Branding
strategy of
Bangladesh
Q. 01 Bangladesh has a good brand Image
about its Destinations
Q. 02 Bangladesh has a good Brand
Equity
Q. 03 Brand Identity of Bangladesh
associates correctly with customers
about its features
Q. 04 Promotional mix plays its role in
about positioning a destination in
Bangladesh.
perception
about
Destination
Branding
Process
Q. 05 Priority Based branding policy and
Development needed for particular
destinations
Q. 06 Local Stakeholders engagement will
help to flourish one destination
Q. 07 Market Competition will help to
develop a good brand value
Destination
Branding
and its
Impact
over
tourists
attraction
Q. 08 Destinations offers quality service as
it is promised by branding That leads
Customer Satisfaction
Q. 09 Destination brand image and Value of
Bangladesh is helpful to maintain
social status.
Q. 10 Nation Branding helps to increase
Bangladesh’s brand image and value
Q. 11 Satisfied tourist spreads positive word
of mouth about the destination

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