ABSTRACT
The success of marketing in tourism is a subject to innovation acceptance. While accepting, debates and explanations are generated. This conceptual chapter analyses the theoretical aspects of tourism marketing. The study then presents relevant examples from existing literature and relates them to the tourism marketing context of Bangladesh. This chapter addresses the marketing mix and marketing strategy (STP: segmenting, targeting & positioning) model in the context of Bangladesh. As well, it explains how the marketing mix model can be applied to the tourism industry. On the theoretical base, the study finds that tourism marketing is interrelatedness while destination marketing in tourism requires innovativeness. In reality, Bangladesh still remains within the traditional periphery and yet to fully embrace the latest innovations. However, changes are on the card allowing tourism enterprises to enhance capacities. Marketing with value co-creation, experiences of tourism marketing, technology support, collaboration and alliance, visual media networking, niche marketing and online and social media marketing strategy could be the key drivers to expand the tourism market in Bangladesh. Finally, this chapter presents prospects and future challenges and suggestions for tourism marketing development in Bangladesh. Moreover, future research and innovative approaches to tourism marketing have been directed for the tourism industry, policymakers, tourist agencies and marketers to increase in values and be more understanding of tourists’ current demands.
