An examination of factors affecting tourists’ destination choice: empirical evidence from Bangladesh

Abstract

The tourism industry has become an important sector that has a substantial influence on the development of a country’s economy. One of the most significant benefits of tourism includes the construction and improvement of local infrastructure. Tremendous opportunities waits for Bangladesh as she has potentials to attract both local and global tourists. However, tourism and destination marketers should utilize different marketing tactics to content and retain existing customers, encourage new and prospective ones. The research was to examine the impact of destination familiarity, destination image, safety and security, travel motivation, social media and reference groups on tourists’ destination choice in the contexts of Bangladesh. The research design of this study was descriptive. The study was used purposive sampling method. Primary and secondary data both were used. Primary data were collected through a structured questionnaire by survey method from 256 Bangladeshi tourists visiting to tourism destination using a five-point Likert scale. Statistical package for the social sciences (SPSS) 25.0 version software was used for analysis the data. It was analysed using descriptive statistics analysis, multicollinearity test, reliability analysis and multiple regression analysis. The results of the regression analysis revealed that all aspects except travel motivation had a significant and positive influence on destination choice in Bangladesh. Therefore, it is recommended that the research creates awareness among prospective tourists, investigators, academicians, government authorities, tourism businesses, politicians and all the stakeholders. Hence, the research will be aided destination choice advance along with tourism destination products offer to prospect tourists in Bangladesh.