Potenga Beach

POTENGA Seashore, A Rising Horizon for Tourism: Problems and Prospects Md. Akteruzzaman Assistant Professor Department of Marketing University of Chittagong And Abu Naser Ahmed Ishtiaque Assistant Professor Department of Marketing University of Dhaka Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 1 POTENGA Seashore, a Rising Horizon for Tourism: Problems and Prospects. Abstract: Tourism Industry development has a significant impact on all of the economic, social and physical structure of a country. Development of tourism directly or indirectly requires mostly the provision of support communities and transport system for visitors’ mobility, public facility for recreation and other performance to support the tourism plant. Tourism in Bangladesh is becoming an emerging issue both for the public and private sector to establish their eligibility for accomplishing a successful business as well as marketing activities. However, the thrust of this article-Potenga seashore almost widely known, as a tourist area in the country is the grate gift of nature but tourist site yet has not been developed at a substantial level. This paper aims to recognize the rising potentiality of a tourist site at Potenga seashore to attract more tourists. The concerned authorities should adopt new directions, new strategies and an integrated tourism marketing effort in order to materialize the aim. [Key word: Tourism] Introduction: Potenga Seashore – an amazing panoramic beauty along with sunset view and very gentle winds encountered all over the year in Bangladesh. Many people who sojourn Potenga come from different places both home and abroad to take pleasure from their leisure. Local people feel better to spend time here for their recreation, share their feelings and enlightenment with other visitors who come from outside the city to take a little taste of sea beach atmosphere. One of the major attractions at Potenga seashore is that there are different types of ships floating on the ocean came from various part of the world. Moreover, Chittagong is a business capital and the largest and the principal port city in Bangladesh. Consequently, many business personalities of the country as well as of the world visit and stay in Chittagong to perform their professional activity. A major part of foreign investment in Bangladesh is made in the city at Chittagong Export Processing Zone (CEPZ) – the largest EPZ in the country. Again the longest stretch of beach in the Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 2 world is situated at Cox's Bazar in the Chittagong division. The easiest and the most common communication networks i.e. railway (only Dhaka-Chittagong-Dhaka) and roadway between Cox's Bazar and other parts of the country run away over Chittagong. The visitors delay for fueling in Chittagong at least for a day to enjoy Potenga seashore along with other historical places. All of these matters clearly assert the magnitude of Potenga seashore as a popular tourism plant. However, the potential tourist areas in and around Potenga seashore have immense scope for development. Natural resources and physical features including a very favorable climate, spacious shore, market place, restaurants etc. make it the most attractive tourist area. But yet it is still suffering from appropriate and proper development by the government as well as by the private sector in turn hampering its proper growth. After considering all of these facts it is admitted that enthusiasm both in the government and private sector could develop this plant and create new opportunities for tourism that can help and increase the visitors’ inspiration to come and enjoy at the sight for refreshment. Objectives of the Study: The general objective of this paper is to explore the potentials of Potenga as a tourism center and assess the perceptions of tourists regarding this tourist spot. The specific objectives are: a) To examine the existing services relating to transport facilities, entertainment and social atmosphere. b) To assimilate visitors’ expectations on Potenga seashore as a rising horizon for tourism. Methodology of the Study: The study is particularly based on empirical investigation. The following methods were used for data collection: a) A set of structured questionnaire containing open-ended and multiple type of questions which was developed in line with the aforesaid objectives to collect Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 3 requisite primary data and information from the respondents through the direct interview method. b) The personal depth interview with the respondents and concerned authorities for collecting relevant information, which was followed after forming conceptual background with the help of existing literature. However, the title of the study clearly specifies the sample area. The primary information has been collected with reference to the attitude of a sample of 100 respondents and it has been taken from the following particulars: Focus 1. Occupation 2. Age 3. Education Particulars of Respondents Number of Respondents Service 20 Business 15 Profession 14 100 Student 32 Others 19 Below 20 17 20 – 30 35 30 – 40 24 100 40 – 50 20 50 and above 04 Below SSC 07 SSC 12 HSC 23 100 Graduate 21 Post-Graduate 37 Meanwhile, to prepare the theoretical framework of the study, authentic textbooks, related journals, monographs, seminar papers, magazines, reports, and research works had been consulted. At last, the collected data and information were processed manually and the statistical devices like average, percentage, and ratios have been used in the study in order to make it more informative and analytical to the readers as well as concerned personalities. Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 4 Literature Review – Potentiality of Tourism in Bangladesh: Tourism is relatively modern phenomenon (Kendell 1988: 43), which plays an intensely important role in the economic development of a country. The very concept of tourism is gaining universality day by day in human society because it gives recreation along with improved physical and mental health. Tourism is a multidisciplinary subject (BPC 1983). Various nation-building agencies pour their resources and combine hands in making it a success. Millions of people are travelling every year from one part to another part of the world to know the unknown and to see the unseen (Quddus 1998). Thus tourism as we know it today grew to international importance as a mass-market pursuit, now has a major impact on the lives of everybody (Kendell 1988). The number of people who toured abroad in 1998 was increased by 2.4% from the figure for 1997 to 625 million, after an increase of 2.4% in 1997. Further, the income from international tourism was increased in 1998 by 2% to 444.7 billion dollars, after an increase of 0.1% in 1997 (Madrid AFT 1999:1). Moreover, travelers who will benefit from the tourism industry increased substantially. This increase is predicted to grow from 612 million international arrivals in 1997 to more than 1.0 billion tourists by the 2010 and 1.6 billion by 2020 (Expro 1998). The number of tourist in the United States of America increased by 1.4% and income by 2.1%, in Europe 3% and income by 3.6%, in the Middle East 5.3% and income by 6.4% and in South Asia 5% and income by 2.8% in the year of 1998 (Madrid AFT 1999: 12). So far the comparative figures clearly indicate the unfolding feasibility of tourism in this subcontinent. However, the tops of the highest mountains, the depths of the oceans and the ends of the earth are predicted to be the possible destinations for holidaymakers in this new millennium. In association of these predictions of unexplored natural beauties, Bangladesh has great potentials to be the most attractive tourist destination (Siddiqi 1999). Bangladesh is a gift of nature. Its enchanting panorama, diverse culture have attracted and lured people from far flung areas of the world to visit this wonderful Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 5 through ages (Diganta 1997), had an enviable position in the entire region and was then known as the legendary land of affluence and prosperity. Bangladeshi’s are essentially a tradition loving nation and simple in nature. People here enjoy six seasons in a year; each of which is distinct from the other in respect of gaiety, color and complexion. Since time is immemorial, they are noted for their valor and resilience as well as hospitality and friendliness and have an innate quality of open mindedness. Some of its traditions and customs are as ancient as the prehistoric days, while others are relatively recent. The indigenous customs and traditions, which form the integral life cycle of the people, have been nurtured through ages. Beyond this fact, the Government is keen to raise the rate of tourists’ visit and has accordingly given much emphasis on it by ensuring the diversified use of tourism industry. Therefore, Bangladesh may restore for its past glory in culture and tradition. In Bangladesh, the development of tourism was intended through the creation of Bangladesh Parjatan Corporation (BPC) – the national tourism organization (NTO) in 1973. In the absence of private sector initiatives, BPC failed to produce desire results because of the negligence of government and the organizational inadequacy NTO (The Bangladesh Monitor 1999). The situation however has changed. Private sector in Bangladesh is now coming forward in both capital-intensive hospitality sector, and development and operation of package tours. They are taking responsibility for developing infrastructure as well as developing and marketing of tourism products that frequently is accused of attracting labor from more economic activities to less arduous but more remunerative opportunities in the tourism sector (Siddiqi 1999). Given the current economic and social pressures that face developed and developing nations, tourism is frequently seen by governments as the principal panacea to sustain future development (Kendell 1988:43). Nevertheless, with the commitment of flourishing tourism industry, Government of Bangladesh approved a national tourism policy in 1992 and is contemplating in setting up Exclusive Tourism Zones in the country (Star Business, 2000). Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 6 It has been revealed in separate reports, prepared by BPC on the basis of information from Bangladesh Bank and other offices indicate the development of tourism in the country for the last few years. However, the increase in the visitors could not be satisfactory (Begum, 2000). The following table shows the total number of foreign tourists arrival in Bangladesh and the foreign exchange earning by Bangladesh from international tourists from 1991 to 2000 and the highest number of visitors came from various countries to Bangladesh in 1999. Total Years Total Arrivals Earnings (Tk. In Crore) Growth over Previous Year (%) (Tk. in Lac.) Highest Number of Visitors 1999 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 Source: 113242 110475 126785 140122 156231 165887 182420 171961 172781 199211 033.15 032.91 059.44 075.94 095.52 140.12 274.14 145.48 245.19 245.19 9.44 (0.72) 80.61 27.76 25.78 45.69 95.64 (10.45) (0.12) India UK Pakistan USA Others 57937 19605 12087 11358 71794 The Daily Star Business, Tourism growth slows down – Country earns Tk. 245 19cr in 1999, The Daily Star, may 6, 2000 and Quduus M. A. (1998), Opportunities & Facilities of Tourism industry in Bangladesh, Applied Marketing in Bangladesh (Some case studies), Department of Marketing, University of Dhaka, Bangladesh. Moreover, national characters and national amenities are the basic raw materials of tourism like our scenic and natural resources, historic relics, arts and crafts, language and culture generally (O’Driscoll 1988). To keep these facts in mind, it is clearly specified that Bangladesh have a tremendous scope to be a popular site for tourism as a product. In addition, all aspects of tourism beach, cultural, village and eco-tourism will be combined to make tourism products of Bangladesh attractive (The Bangladesh Monitor, 2000) both Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 7 for the domestic and international tourist. Further, proper plan including marketing strategy and image building program can develop a successful long-range tourism plant in the country. Study Results: Findings and Analysis The study results have been analyzed under the following captions: Personal Profile of the Respondents: Among the respondents of the survey, it was found that 75% were male and 25% were female. According to the occupation of the male, 15% were service holders, 15% were businessmen, 10% were professionals, 22% were students and 13% had other occupation. On the other hand, the occupation of the female 5% are from services, none from business, 4% are professionals, 10% are students and 6% are others. According to the age category of male 14% are below 20 years, 25% are in between 20 to 30 years, 18% are in between 30 to 40 years, 16% are in between 40 to 50 years and 2% are above 50 years. On the other hand, 25% female respondents 3% are below 20 years, 10% are in between 20 to 30 years, 6% are in between 30 to 40 years, 4% are in between 40 to 50 years and 2% are above 50 years of age. The study shows the educational qualifications of the respondents at a glance. Among the male respondents 4% have primary education, 7% have secondary education, 11% have higher secondary education, 18% have graduation, and 35% have post-graduation degree. On the other hand, among female respondents 3% have primary education, 5% have secondary education, 12% have higher secondary education, 3% have graduation, 2% have post-graduation degree. Therefore from the above discussion it can be concluded that people coming to visit seashore are of different ages, different occupations and have different educational background (table – 1). Visit of Potenga Seashore: It has been observed during the study period that 70% respondents have visited potenga seashore for more than five times. All of the respondents came to Potenga for recreation, and 67% came to Potenga at half yearly or more frequently. 100% respondents come to Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 8 Potenga seashore at afternoon, while 87% respondents feel convenient to visit seashore on Friday and only 13% feel better to visit seashore other than Friday. 74% respondents have visited Potenga seashore during November to February and 26% only on the rest of the year. At the time of the survey 81% respondents were travelling from Chittagong City by Baby taxi or Maxi service and only 19% by personal transport or other than Taxi or Maxi. 72% respondents think that the economy-transport- service on the way to Potenga seashore form Chittagong City is Tempu and Maxi service. 78% respondents think that the transportation cost from Chittagong City to Potenga is higher than their expectation, while 66% think that Baby taxi service is convenient among the transportation services but Baby taxi is much costly than others. So, it can be concluded that majority of the respondents came to visit Potenga seashore on a particular time of the year but round the year and round the week visitors also come to Potenga seashore, which was observed in the seashore (table – 2). Visitors’ Expectations about Recreational Facilities: It is worth mentioning here that the Potenga seashore needs to elevate some recreational facilities. The respondents were asked on different perspectives and their opinions were measured using five-point Likert-scale. The survey shows that qualities of foods available at Potenga seashore are good with a mean score of 3.23, qualities of food shops at the seashore are satisfactory with a mean score of 2.88 and prices of food available at the seashore are higher with a mean score of 3.15. Again have available necessary shopping malls at Potenga seashore with a mean score of 4.80, need residential facilities at the seashore with a mean score of 3.92. The respondent also remarked that there is a need for rest house, prayer room, toilet facilities, and satisfactory electricity supply at Potenga seashore with a mean score of 4.11, 3.21, 4.23 and 1.43 respectively. However, risks for female to come alone at Potenga seashore with a mean score of 4.56 (table – 3) Problems Identified by the Respondents at Potenga seashore: The respondents were asked to identify various problems that exist at Potenga seashore. The respondents identified several problems. Rank-wise, these are as follows (table – 4). Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 9 1. Lack of safety at the seashore after dusk due to hooliganism and snatchers’ heinous activities. 2. Risk associated with visiting the seashore by ladies alone or even accompanied by males. 3. Inadequate toilet facility at the seashore. 4. Exorbitant prices of food items at the seashore. 5. Terrorism and robering are common incident. 6. Insufficient electricity supply at Potenga seashore. 7. Non-availability of life-saving facilities or coast guard at Potenga seashore. 8. Fraudulence and Kidnapping at the seashore. 9. Lack of good transportation and telecommunication facilities. 10. Non-existence of residential facility at the seashore. Conclusion and Recommendation: Unquestionably, tourism industry has a great impact on the overall economy of a country in a sense that it increases the image as well as the revenue earnings of a country. The increasing total earning from the tourism sector indicates the increasing popularity of some tourist spots of Bangladesh. As the part of the country’s natural beauty, there is an increasing popularity of Potenga seashore for recreation and enjoyment to common people coming from all over Bangladesh and abroad. By the nature of the economy and government structure of Bangladesh, we may face some irregularities in every sectors of the country but the need is to work rigorously to overcome the existing unhealthy situation. In this circumstance, it is needless to say that we need favorable policy measures for maintaining the growing interests of tourism industry in Bangladesh. Site selection is an important task in this regard. The Government authority should form an Executive Cell for this purpose. It is worth mentioning here that Potenga seashore has a great potentiality for tourism development of the country. We identified various factors that hamper the potentiality of Potenga seashore as a tourist spot. Hence, we recommended some measures that will help Potenga seashore to be a scenic spot of the country. The Government needs to set up a different police station near the Potenga Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 10 seashore to keep the beach free from any type of terrorist activities round the clock. Steps to be taken to maintain electricity supply regularly at the seashore. There should be convenient transportation system as well as telecommunication facilities at the seashore. The seashore needs to be included under Bangladesh Parjaton Corporation for developing it as a good tourist spot. Above all, government authority should develop proper arrangements for enjoying the available natural beauties of Potenga seashore. As we feel, there is a huge potentiality of Potenga seashore for development as a tourist spot under tourism industry of Bangladesh and hope it will provide great pleasures for the tourists coming from different places of home and abroad. Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 11 Reference: AFT, Mardip (1999), World tourism grows despite Asian Crisis, “The Bangladesh Monitor”, Vol. VIII, Issue No. 14, March: 1- 15, p. 1. Begum, Shahida (2000), Manager (Training) of Bangladesh Parjatan Corporation, quoted from The Daily Star Business, Tourism growth slows down-Country earns Tk. 245.19cr in 1999, The Daily Star, May 6, 2000, p. 18 BPC, (1983), improvement of Tourism Facilities at Cox's Bazar, Schemes of Bangladesh Parjatan Corporation, Dhaka, May. Diganta, (1997), Beautiful Bangladesh, Biman Bangladesh Airlines Insight Magazine, October-December. Expro, (1998), The Ministerial Conference on Oceans and New Dimensions, organized by World Tourism Organization. Kendell, Peter (1988), Planning and Tourism Product, Tourism- A portrait: A portrait of the Hotel and Tourism Industry to Celebrate the Silver Jubilee of Horwath and Horwath (UK) Limited, November, pp.43-46. O’Driscoll, Tim (1988), The Role of Government in Tourism, Tourism- A portrait: A portrait of the Hotel and Tourism Industry to Celebrate the Silver Jubilee of Horwath and Horwath (UK) Limited, November, pp.47-5 1. Quddus, M. A. (1998), Opportunities & Facilities of Tourism Industry in Bangladesh, Applied Marketing in Bangladesh (Some Case Studies), Department of Marketing, University of Dhaka. Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 12 Siddiqi, Raquib (1999), Development of tourism depends on public-private partnership (In Bangladesh no co-operation yet), The Bangladesh Monitor, Vol. VIII, Issue No. 24, August: 1- 15, p. 1. Siddiqi, Raquib (1999), Hot tourism trends for 21st century (Will Bangladesh continue to stay behind), The Bangladesh Monitor, Vol. VIII, Issue No.22, July: 1- 15, p. 12. Star Business (2000), Tourism growth shows down Country earns Tk. 245.19cr in forex in 1999, The Daily Star, May 6, p.18. The Bangladesh Monitor (1999), Development of Tourism, Vol. VIII, Issue No. 24, August: 1-15, p.9. The Bangladesh Monitor (2000), A new tourism master plans on the way, volume no. IX, issue No. 18, Internet edition- 21, May 1-15. Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 13 Appendix Table-1: Personal Information of the Respondents: Occupation Service Business Professionals Students Others Male 15 15 10 22 13 Female 05 00 04 10 06 Age Bellow 20 20-30 30-40 40-50 50+ Male 14 25 18 16 02 Female 03 10 06 04 02 Education Primary Secondary H. Secondary Graduation P. Graduation Male 04 07 11 18 35 Female 03 05 12 03 02 [Source: Field Survey] Table-2: General Information about the Respondents of Potenga seashore: Information about Respondents 1. Have visited Potenga seashore more than five times. 2. Came to Potenga for recreation. 3. Came to Potenga at half-yearly or more frequent. 4. Came to Potenga at afternoon. 5. Convenient to come on Friday. 6. Have visited seashore during November to February. 7. Came to Potenga by Baby taxi or Maxi. 8. Economy transport is Maxi and Tempu service. 9. Transportation cost is higher. 10. Convenient but costly transport is Baby taxi Percentage 70 100 67 100 87 74 81 72 78 66 [Source: Field survey] (Total percentage exceeds 100 as respondents remarked more than one). Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 14 Table-3: Visitors Evaluation on Their Expectations Regarding Recreational Facilities: Evaluation on Expectations 1. Qualities of foods available at seashore are good 2. Qualities of food shops at seashore are satisfactory 3. Price of foods available at seashore are higher 4. Necessarily have shopping malls at seashore 5. Need residential hotel at the seashore 6. Need rest house at seashore 7. Need Prayer rooms at seashore 8. Necessarily have toilet facilities at seashore 9. Satisfactory electricity supply at seashore 10. Risks for female to come alone at seashore Mean Score 3.23 2.88 3.15 4.80 3.92 4.11 3.21 4.23 1.43 4.56 [Source: Field Survey] Table-4: Problems identified by the respondents at Potenga seashore: Problems 1. To stay at seashore after evening is not safe 2. For ladies to come alone at seashore is very much risky 3. There is no toilet facility at Potenga seashore. 4. Prices of food at Potenga seashore are higher than normal 5. Electricity supply at Potenga seashore is insufficient. 6. Terrorism and robbing are common problem. 7. There is short of security system at Potenga seashore. 8. There is no life saving facilities or coast guard. 9. Potenga seashore is a place for fraudulence or kidnapping. 10. There is a lack of telecommunication facility at Potenga. 11. No convenient transport from Chittagong City to Potenga. 12. No residential facility available at Potenga seashore. Percentage 100 100 95 90 88 84 81 72 70 67 55 51 [Source: Field Survey] (Total percentage exceeds 100 as respondents mentioned more than one) Md. Akteruzzaman, Asst. Professor of Marketing, CU. Abu Naser Ahmed Ishitaqe, Asst. Professor of Marketing, DU. 15