Destination image and tourism: A case study of Bangladesh

Abstract

The role of destination image, during the destination selection process, is of great significance. Most of the destination image researches have been aimed at western destinations; research on low profile destinations like Bangladesh has been limited. This study addressed this gap by attempting an in-depth understanding of Bangladesh image as a tourist destination worldwide, on the basis of primary data collected from European and Asian respondents residing in UK. The research revealed a current situation of very low image of Bangladesh, which appeared distorted and highly negative among most respondents. This report further aid in understanding that destination image is formed through a consistent information circulation between the destination and the tourists’ home country. A proper communication of the brand has great impact on the formation of a positive image and the success of a destination.

Keywords: Bangladesh tourism, image study, ecotourism, enclave tourism