Issues affecting tourists’ satisfaction at Saint Martin's Island, Bangladesh: Empirical evidence and suggestions

Abstract

Tourist satisfaction has a significant impact on the survival and competitiveness of tourism businesses. However, issues affecting tourists’ satisfaction in relation to the developmental aspects of a destination remain largely ignored in major tourism destinations in Bangladesh. Accordingly, this study explores major issues affecting tourist satisfaction in an emerging travel destination of Bangladesh. Within a case study research design, this study collects data from Saint Martin Island, the only coral island in Bangladesh. Primary data have been collected via 25 semi-structured interviews while a variety of publications and unpublished materials in reference to the research objective shave been reviewed as part of the secondary data source. The collected data were analyzed by employing thematic analysis and content analysis techniques. The findings reveal that during their stay at Saint Martin Island, tourists’ satisfaction is mostly affected by several issues including available attractions, accommodation facilities, touristic facilities, transportation, restaurant, and service quality. The identified issues must be considered before developing a tourist-friendly environment by catering to tourists' expected quality for products and services. On this note, this paper lays down some policy implications that could be helpful for tourism policymakers, government tourism officials, local tourism bodies, and hospitality service providers.