Open Access Journal of Studies and Hospitality Research 2 Issue 1 Research Article Effectiveness of Media in Promotion in Developing Countries: A Case Study of Bangladesh Harmain IMa*, Abdullah NMb and Sameena UAc aPh.D. Candidate, Department of Tourism Science, Tokyo Metropolitan University, Japan bProfessor, Department of Geography and Environment, Jahangirnagar University, Bangladesh cAssociate Professor, Department of Geography and Environment, Jahangirnagar University, Bangladesh

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Article History: The relationship between media and tourism is the new paradigm for the promotion of sustainable Received: 03 February, 2021 Accepted: 12 February, 2021 tourism. The powerful effects of media communications can bring sweeping changes in attitudes Published: 15 February, 2021 and behavior among the key actors in local, national, and global tourism for peace, security, and

sustainable development. Like other countries, media and modern technologies are vital for frontline * Corresponding author: Harmain investments for sustainable tourism promotion indicators in Bangladesh. The media are heavily IM, Ph.D. Candidate, Department of involved in promoting an emotional disposition, coupled with imaginative and cognitive activity, Tourism Science, Tokyo which has the potential to be converted into tourist activity. The technological evolution of Metropolitan University, Japan; DOI: Bangladesh, the communication media contributes to the new cultural and ideological dependency https://doi.org/10.36266/JTSHR/106 on tourism which broadcasting and satellite broadcasting has entered many sectors of the countries with or without a regulatory framework. The social, cultural, economic, political, and environmental benefits of tourism would guide in monumental and historic changes in the country. Keeping the above views, this research attempted to examine how different media are playing a significant role in the promotion of sustainable tourism in Bangladesh. The research used a mixed approach of quantitative and qualitative data and methods collected from the consumer and industry suppliers, intermediaries, controllers as well as many destination marketing organizations. The research found that social media, online media, TV, and even radio facilitate the interactions between online

consumers, have emerged as an important component of this domain. The findings also showed that media can promote tourism by projecting a tourist destination by understanding the complexness of activities and local situations and establishing an effective media program.

Keywords: Communication, Historic change, Media, Satellite, Sustainable development Copyright: © 2021 Harmain IM. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

imagination to promote and update knowledge [7].To discuss the Introduction tourist imagination as a kind of joining concept is to recognize the The connections between the media and tourism are the new shared vitality [8] which lies as much in the sense of global paradigm for the development of tourism which is playing in the mobility engendered by the media in our daily consumption of various aspects of life is becoming increasingly greater each day, films, , television, newspapers, and photography as it does especially in domains like social interaction, and cultural and in the actual activities of traveling, enjoying and exploring educational aspects of our life [1]. The prevailing effects of media [9].The media are heavily involved in promoting an emotional and communications technologies can start developing counties disposition, coupled with imaginative and cognitive activity, with comprehensive changes of attitudes and behavior among the which has the potential to be converted into tourist activity [10]. key actors in local, national, and global tourism for peace, The technological evolution of Bangladesh, the communication security, and sustainable development [2]. The encouragement of media contributes to the new cultural and ideological dependency globalization on worldwide culture is rapidly spreading [3-5] on tourism which broadcasting and satellite broadcasting has which employs efficient and effective mass communication tools entered many sectors of the countries with or without a regulatory such as electronic and computerized print media to provide global framework. Media and modern technologies are vital for frontline knowledge using infotainment (information and entertainment), investments for sustainable globalized tourism development education and communication behavior change campaign strategy indicators in Bangladesh. The powerful effects of media [6]. Media is explored through the notion of the tourist communications can bring sweeping changes of attitudes and

Pubtexto Publishers | www.pubtexto.com 1 J Tourism stud Hospitality Res Citation: Harmain IM, Abdullah NM and Sameena UA (2021). Effectiveness of Media in Sustainable Tourism Promotion in Developing Countries: A Case Study of Bangladesh. J Tourism stud Hospitality Res 2(1): 106 DOI: https://doi.org/10.36266/JTSHR/106 behavior among the key actors in local, national, and global communication, in particular email and social media like tourism for peace, security and sustainable development [11]. The Facebook. Along with the internet, the in-depth interviewing social, cultural, economic, political, and environmental benefits of technique employed which produce important qualitative data. In tourism would guide in monumental and historic changes in the this context, intensive individual interviews with a small number country [12]. Public communications strategy based on access to of respondents to explore their perspectives on a particular idea, quality information and knowledge will drive the new global program, or situation which directly and indirectly related to the tourism through partnership initiatives such as peace and security, media and tourism development collected. Probably, social conflict resolutions for tourism, quality tourism, Joint ventures, media, print media, and others that facilitate the interactions technology transfer, etc [13]. The media have a crucial role to between online consumers have emerged as an important play in putting emerging destinations [14] and make a component of this domain. An important part of gathering data of relationship between tourism and the media is vital and complex. this research has critically reviewed the literature on tourism Tourism is highly dependent on media reporting because the vast development and social media in tourism and identified the majority of decisions are made by people who have never limitations of existing literature to provide the rationale for this seen the destination first hand for themselves [15]. When there is study. bad news or a crisis the impact on tourism can be devastating. Tourists are scared away from destinations caught in the glare of Results and Discussion round-the-clock disaster coverage, causing communities Role of Media in Travel Information Search dependent on tourism to lose their source of livelihood. In a country like Bangladesh the travel journalists, media experts on Throughout history, media has been developed with the advance travel, leading attractive, popular and branded newspapers mainly in technology, and the influence of social, economic, and political published from Dhaka cities, and electronic media are always forces [17]. Humanity needed a medium that can convey the highlighting the clients about the places of tourist interest, information for effective communication in the process of tourism, tourist, season (peak and lean), image, the scope of socialization. Tourism destination management organizations and shopping, resources, hospitalities, peoples, culture, and heritage to many corporations in the tourism industry have fully cater to the needs of prospective and actual tourists. acknowledged digital media’s convergence phenomenon and have disseminated tourism information content concurrently through Methodology digital media. Additionally, they encourage consumption propensities of tourism products and services across destinations This research was a blend of both primary and secondary data through digital media. It is argued that the impact of media on through a mixed approach of quantitative and qualitative. With travel and tourism must be understood about the overall online the enormous amount of information potentially available to tourism area and specifically within a travel information search travelers, the internet constitutes an important platform for context. By taking into consideration the important role of search information exchange between the consumer and industry engines in travelers’ use of the media, provides a conceptual suppliers (e.g., , transportation sectors, attractions), framework illustrating the interactions between traveler, a search intermediaries (e.g., travel agents), controllers (e.g., governments engine, and the media tourism domain. It is modified from [18] and administrative bodies), as well as many non-profit original framework, which was based upon several past studies organizations such as destination marketing organizations [16] focusing on travel information search behavior [19] (figure 1). Therefore, a potential amount of data collected through online

Figure 1: Modified Media and Tourism within the context of using a search engine [18]. Pubtexto Publishers | www.pubtexto.com 2 J Tourism stud Hospitality Res

Citation: Harmain IM, Abdullah NM and Sameena UA (2021). Effectiveness of Media in Sustainable Tourism Promotion in Developing Countries: A Case Study of Bangladesh. J Tourism stud Hospitality Res 2(1): 106 DOI: https://doi.org/10.36266/JTSHR/106

It includes three key components: (1) the traveler, who is driven allow users to find and use relevant information and similarly by many personal and trip-related needs; (2) the media, which is give feedback. Institutional capacity building project for protected composed of informational entities provided by many ‘‘players’’, areas management in Bangladesh in the ministry of Civil Aviation including individual consumers through means of print, broadcast and Tourism, Bangladesh Parjatan Corporation (BPC), and and online media, this tourism domain has a distinct semantic Bangladesh Tourism Board (BTB) has begun. Appropriate use of structure determined by the hypertextual nature of the Internet information communication technologies (ICTs) can increase the and the tourism industry structure; and, (3) the search engine, credibility and effectiveness of projects to improve access to which in large part determines the representation of the tourism quality information, transparency in public sector decision domain through the design of interface features, search result making, capacity building in both the private and public sectors. rankings, metadata, and paid links and, as a result, influences the The policy objectives of the ICTs project are to develop a national traveler’s perception and decision making. Within this information and communication strategy; establish a national ICT framework, the relationship between search engines and media is policy; promote the use of ICTs for development; implement an a particularly interesting one. First, media are updated frequently, integrated public sector information management system; which ‘‘invites’’ search engines to index media pages more improve transparency in fiscal accountability oversights and set frequently. Second, media (Print, Broadcast, Online, and Social up a national website. Developing public communications media) due to their very nature of being socially constructed campaigns for sustainable tourism in Bangladesh is achieving usually include a lot of hyperlinks, which will influence their sustainable development. ranking within search results in a positive way. This is New Media Engaging Travel Consumers in Bangladesh particularly because media encourage online consumers to be actively engaged in organizing the contents through activities like Unlike old, mass media led strategies; the new engagement model ‘‘digging’’ and ‘‘tagging’’ which in turn automatically create an emphasizes the effectiveness of marketing communications rather ever-growing link structure on the Internet. As marketers strive to than efficiency. The goal is to connect with consumers. The know how to provide attractive, persuasive, and technologically media choices leverage their attentiveness, receptivity to ideas, sustainable marketing programs online, they must also compete conversations, and buzz potential and help deliver on authentic with consumer-generated content in numerous social media brand experience. This is a significant change in communications Websites. This is because the very presence of social media philosophy one that diverts media resources to deeper, richer potentially erodes the audience pool, impact, as well as reaches of exchanges with smaller audiences. The destination itself, its their Web-based marketing programs, and can have a significant website, blog, Facebook page, Twitter feed, and YouTube effect on their branding efforts. channel are all owned media that allow marketers to engage the consumer in appropriate and desirable formats when and where Information and Communication Technology (Ict) the audience seeks information. This relationship-building Promote Sustainable Tourism in Bangladesh approach can deliver a richer brand experience and fosters Tourism in Bangladesh is synonymous with the environment and consumer advocacy and word-of-mouth recommendations that natural resources. It is a living reality that deserves a global carry great weight and credibility. Instead of being the center of approach. Awareness campaigns are critical for effective policy, the marketing communications effort, the mass media’s role is constitutional and legal implementation of sustainable tourism now to grow and maintain the momentum created by engaging principles, plans, goals, and projects in Bangladesh and globally. customers figure 2. Effective information and communications strategies are crucial for policy and decision-makers themselves who are often the divers of natural resources destructions on the continent. Bangladesh should promote the use of effective information and communication technology (ICT) public campaigns and policy strategies for the widespread adoption of sustainable tourism, peace and conflict resolution, cultural competence, and mutual intercultural communications in the continent. The audience access to the intended information (media messages) is the main determinant of the choice of a media strategy to adopt an effective tourism campaign strategy. A combined media and interpersonal communication approach would achieve maximum audience exposure to the intended media messages. ICT innovations should Pubtexto Publishers | www.pubtexto.com 3 J Tourism stud Hospitality Res

Citation: Harmain IM, Abdullah NM and Sameena UA (2021). Effectiveness of Media in Sustainable Tourism Promotion in Developing Countries: A Case Study of Bangladesh. J Tourism stud Hospitality Res 2(1): 106 DOI: https://doi.org/10.36266/JTSHR/106

Figure3: The general reliability of the information against delivery speed. Figure 2: Media Convergence of Tourist Attractions in Bangladesh. The General Reliability of Various Media in Tourism Sustainable Tourism Promotion in Bangladesh through Development Media Engagement The traditional media include the print and broadcast formats, Tourism is a highly competitive sector, in which businesses must while the new media include the ever-changing digital formats, be proactive and innovative in promoting their business and such as blogs and podcasts. Not so long ago there existed a clear reaching their target market. Promotion and advertising is distinction between the two categories. Today, they are evolving designed to provide consumers with the necessary information to closer together. Traditional media have begun to embrace the differentiate between products and influence choices. Research interactive, adaptable, and social nature of new media, while new into the development of promotional and advertising techniques media are boosting their reputation as outlets for hard news. for a tourism business has shown that the increasing use of the Journalists often break new stories on Twitter before they appear media has significantly changed the tourism industry’s approach on television or in a newspaper. As technology advances, to promotion and advertising through the use of modern traditional media and new media will resemble each other even technology such as websites, e-marketing, social networking sites, further. Each media format has inherent strengths and weaknesses user-generated content and new forms of direct marketing. Media Table 1. Promotion and Advertising provides tourism businesses access to Table 1: Strengths and Weaknesses of media. the profitable market through a low cost and Media Strength Weakness effective manner besides offering everything Domestic and Web sites, Accessible; interactive; Prone to inaccuracies; International visitors require all in one place. Businesses should blogs, diverse; immediate; often biased and connect the power of evolving technology and elevate their media microblogs inexpensive opinionated promotional programs to a level of refined care and excellence. Newspapers, Accurate; Limited to text and One of the reasons for conducting this study was to know the magazines, comprehensive; appeal pictures; slow sources tourists usually exercise to collect information about the books to the general public delivery tourism of Bangladesh. According to the graph, which has been Television, Strong audio and Highly made on the importance of various sources, shows that most of radio visual appeal; current; commercialized; the tourists, that is 16%, collect information from local; friendly highly persuasive; may be biased magazine/newspaper as well as the travel agent. Subsequently, family, friends, and relatives (12%), as well as tourist Social media messages, for example, are quick and efficient but leaflet/travel guide/brochure (12%); word-of-mouth (8%), prone to inaccuracies. In general, newspapers provide depth and webpage advertisements (8%), tourist information Centre (8%) accuracy but lack the sensory appeal of television, the interactive and various tourism-related TV programs (8%), were found as feature of a blog, and the rapid delivery of radio. Finally, consider most important sources for the tourists of Bangladesh. The least the graphic below that compares various media by plotting the used source is /accommodation as only 4% respondents said general reliability of the information against delivery speed that the hotels of Bangladesh lack the necessary information Figure 3. about the tourist spots. Unlike the other developed countries,

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Citation: Harmain IM, Abdullah NM and Sameena UA (2021). Effectiveness of Media in Sustainable Tourism Promotion in Developing Countries: A Case Study of Bangladesh. J Tourism stud Hospitality Res 2(1): 106 DOI: https://doi.org/10.36266/JTSHR/106

Bangladesh provides less information through hotels and aim of a systematic planning process should be to focus attention brochures which are the most efficient way to attract and the on the relevant strengths, weaknesses, threats, and opportunities repurchase of the tourist spot (Figure 4). of the tourist sector. A mechanism should be developed, which can bring longer-term plans together with annual and tactical planning activities for compatibility purposes. This can help to develop role of media strategy which will be a combined, comprehensive, and integrated plan. The degree of co-operation between the government and private sectors as regards the co- development of marketing strategies and tactics is an important and related issue in this regard. There may also be joint form of advertising campaigns and public relations exercises in major tourist-generating markets undertaken by National Tourism Organization (NTO), private tour operators, and travel agents. Bangladesh tourism industry is still an infant one, the government should take a policy of nursing the industry along with the Figure 4: Information source of Bangladesh. initiative to build partnerships among the all stakeholders– Process and Development Framework of Role of Media government authorities, businesses, legal authorities, public, associations, regional groups, action groups, educationists, in Tourism of Bangladesh religious groups, and researchers. Meanwhile, the government has To build up a development framework of media for the developed tourism strategies, but not all have been well integrated Bangladesh tourism sector, the main focus should be on a and supported by action Figure 5,6. dynamic and continuous process with interrelated and interacting variables. The framework should begin with the /tourist (client) and should also end with the client. The

Figure 5: Form and Process of Media Engagement in Tourism Promotion in Bangladesh. The tourism spatial framework recognizes tourism development development areas, the tourism spatial framework also provides areas all over the country. Each area has a distinctive character in recommendations regarding the actions that can be taken in each terms of (a) the types of tourism products and resources found tourism development area to: (a) increase the attractiveness of the there, (b) the types of tourist experiences presently offered, (c) the area by developing unique products and experiences that build on potential to develop new products, and (d) the characteristics of the resources of the area, (b) make it easier for tourists to get to the population of the area. Besides, to recognize the tourism and move around the area, and (c) help local people to develop

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Citation: Harmain IM, Abdullah NM and Sameena UA (2021). Effectiveness of Media in Sustainable Tourism Promotion in Developing Countries: A Case Study of Bangladesh. J Tourism stud Hospitality Res 2(1): 106 DOI: https://doi.org/10.36266/JTSHR/106 tourism businesses and share in the benefits of tourism. However, leadership and strategies are needed to achieve the goals as public managing differentiation and offering diversified products with money is invested in tourism infrastructure development. The the traditional one can give Bangladesh a competitive edge. Few tourism community continues to face significant challenges in ways of offering diversified products instead of traditional awareness building and education and actively working against tourism products are , , archaeological greenwashing within the tourism industry. Different focuses are tourism, , bookstore tourism, conference tourism, required for both inbound and . For attracting , , , dark foreign tourists to Bangladesh, discussion of problems with tourism, , , , festival productive suggestions and solutions must be presented through tourism, , geo-tourism, , heritage media, and there must be an appropriate committee at the tourism, , , , government level for initiating discussion and drawing the , neo tourism, pop-culture tourism, poverty conclusion. Bangladesh tourism industry may attract a growing tourism, , , tribal tourism, sacred number of tourists if the country can initiate and undertake a travel, , , sustainable tourism, proper marketing plan with an understanding of the demarcation township tourism, water tourism, and . Stronger line between the tourists– domestic and international.

Figure 6: Proposed Tourism Development Framework through the media engagement. enriched politics, society, and economy. Public communications Conclusion strategy based on access to quality information and knowledge Bangladesh tourist travelers and excursionists are being will drive the new global tourism through partnership initiatives influenced by different types of attractive presentation by such as peace and security, conflict resolutions for tourism, specialized television channels, articles by renowned journalists, quality tourism, Joint ventures, technology transfer, and the like. and fantastic coverage by travel magazines. Gradually all these Acknowledgment media are creating a positive image and a picture of tourism in the attitudes, minds, perception, psychology, behavior, and the final The authors would like to express appreciation to the Department selection of the site (inbound and outbound tourist). As the of Georaphy and Environment, Jahangirnagar University, verdict goes, media have a social responsibility to enhance the Bangladesh for their support for this research. The authors thank blending of local, national, and international cultural values for Bangladesh Parjatan Corporation and Bangladesh Tourism Board

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