Operations Management

ResearchersWorld

-Journal of Arts, Science & Commerce

■ E-ISSN 2229-4686 ■ ISSN 2231-4172

MARKETING STRATEGIES FOR TOURISM INDUSTRY IN
BANGLADESH: EMPHASIZE ON NICHE MARKET
STRATEGY FOR ATTRACTING FOREIGN TOURISTS
Mohammad Amzad Hossain Sarker,
PhD Candidate
(Assistant Professor, Comilla University, Bangladesh)
School of Management, Wuhan University of Technology
Wuhan, China.
Sumayya Begum,
PhD Candidate
(Senior Lecturer, Southeast University, Bangladesh)
School of Management, Wuhan University of Technology
Wuhan, P.R. China
ABSTRACT
Bangladesh has bright prospects of tourism in future. She possesses tourism potentials all over the country. But, Bangladesh tourism is facing so many problems including marketing strategy.
By applying niche market strategies she can earn more foreign currency because Bangladesh is blessed with four key tourism products: Beaches, Forest, Hills and islands, Historical place and
Archaeological Sites that are mostly pleasing to many tourists. This paper is focusing the present strengths and weaknesses of tourism industry in Bangladesh and the ways to implement niche market strategy. Findings indicate that four iconic products can play significant role in the total earnings in this sector. Finally, this paper suggests how niche market strategy will help the policy maker to differentiate the tourists market and customize their service to achieve strategic marketing objectives and solve present downward earnings.
Keywords: Marketing Strategy, Niche Market strategy, Iconic products.

International Refereed Research Journal ■ www.researchersworld.com ■ Vol.–IV,Issue–1(1),January 2013[103]

ResearchersWorld

-Journal of Arts, Science & Commerce

■ E-ISSN 2229-4686 ■ ISSN 2231-4172

INTRODUCTION:
Today’s tourism industry has become one of the most important factors in GDP contribution in worldwide. It plays a significant role in socio-economic development of a country. Most of the tourists prefer to

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