Building a Strong Brand Image of Cox’s bazar as a Tourist Destination: An empirical analysis on Cox’s bazar

Abstract

The study was carried on Cox’s bazar, the longest unbroken sandy sea beach also known as a tourist hub of Bangladesh. The aim of the study is to build strong brand image of Cox’s bazaar as a tourist destination on the basis of tourist’s perception regarding different attributes of tourism. Building a strong brand image of a destination is the process of earning reputation for a destination by utilizing its resources and opportunities, which are original and inspiring to the outer world. The study was based on primary as well as secondary data; applied quantitative method and 106 questionnaires were used. Primary data collected through interview from tourists and local people and secondary data collected from journals, published articles, text books, periodicals, and other materials. Multiple regression analysis, correlations and a model fit to destination loyalty is being constructed to analyze different attributes of tourism. From the study it is stated that there is significant relationship between image attribute and overall image of tourists towards Cox’s bazar as a destination and a positive correlation between destination overall brand image and tourist’s loyalty. Therefore, it is necessary for destination marketing managers to make attempts to establish and maintain loyalty of tourists in order to create value for their destination. The findings of the research are expected to assist concerned authorities, planners, and marketers to ensure availability and quality of necessary tourism components that will help to build strong brand image of Cox’s bazar as a tourist destination.

Keywords: Brand image, Brand loyalty, Destination Management Organization (DMO), Quality-Price ratio, Stakeholder, Tourists’ perception, Tourism attribute.