Market Design for Sustainable Tourism Products and Services

In a rapidly changing, advanced, and globalized world, tourism considers one of the evidential economic growth factors. The chapter shed light on the value of tourism marketing and explore the tourism industry’s marketing mix. Furthermore, it investigates tourism products and services deeply in terms of their nature (e.g. accommodation, transportation, food & beverage, and ancillary services), elements of tourism products and the current state, and the imprtance of investment in developing the tourism products and services. The chapter also discusses sustainability in tourism products from three different aspects; environmental, economic, and social-cultural. The latter part argues for tourism products’ role in supporting economies without disrupting local cultures and the ecological foundation. Since all industries, included the tourism industry, have a distinct market design to promote products and services. Therefore, the investigation outlines a market design with a wide range of marketing tools, techniques, and strategies that Bangladesh can use to promote the tourism industry in terms of quantity and quality. The chapter also analyzes the current state of the tourism market, the attraction level of tourism products and services in Bangladesh, and the tourism markets potentiality from global perspective. The methodology part used secondary data to develop the conceptual analyses of the theoretical aspects of sustainable tourism products and services. This study’s findings would help academicians, students, policymakers, marketers, tourist agencies to identify a combination of marketing tools and strategies that can help them to make acceptable resource utilization policy for maximum return with achieving SDGs. This qualitative chapter boils down much of the previous discussion into a concise summary of some key marketing points for promoting potential tourism products and services. Finally, it recommends how to promote potential tourism products and services more effectively and efficiently with sustainable ways to attract both domestic and foreign tourists and ultimately contribute to the economic growth of the country.