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Visitors’ Perception towards Tour Destinations: A Study on Padma Garden

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Visitors’ Perception towards Tour Destinations: A Study on
Padma Garden
Md. Abdul Alim (Corresponding author)
Assistant Professor, Department of Marketing, University of Rajshahi
Rajshahi-6205, Bangladesh
Contact: +8801712755210, Email: m_alim@ru.ac.bd

Rudrendu Ray
Assistant Professor, Department of Marketing, University of Rajshahi

Dr. Md Enayet Hossain


Professor, Department of Marketing, University of Rajshahi

Abstract
This empirical study is conducted to find out the visitor’s perception towards the tour destination,
Padma Garden, Rajshahi in Bangladesh. A convenient sampling technique was used to collect data.
Total thirty one quality attributes were taken into consideration to find out the choice similarities or
dissimilarities towards the selected destination. A total 199 usable data were collected from Padma
Garden using 5 point Likert Scale. Data were analyzed using SPSS to find out influential factors
which are the most responsible for drawing the attention of the visitors. Findings reveal six factors;
food and beverage, price, accommodation, environment, safety and security and transportation.
However, food and beverage is appeared as the most influential factor consisting six attributes
whereas transportation appears as less important to the visitors for visiting the destination. The main
contribution of the study is twofold. Theoretically it provides insightful relationship between visitors’
choice factor and visiting to the destination. Practically, the destination operators can use the
mentioned factors in their promotional activities.
Keywords: Visitors’ Perception, Tour Destination, Padma Garden.

Introduction
Tourism is a rapid growing industry (Saayman et al., 2001) and has been greatly contributing
in many economies of the world. The tourism industry generates enormous economic and
noneconomic benefits to both host country and tourists’ home countries. According to the
World Travel and Tourism Council (WTTC), the total contribution of travel and tourism to
GDP was USD 7580.9 billion (9.8% of GDP) in 2014, and forecast to rise by 3.7% in 2015
and 3.8% in 2025. In Bangladesh, although, the total contribution of Travel & Tourism to
GDP was BDT 627.9bn which was 4.1% of GDP in 2014, and is forecast to rise by 6.0% in
2015 and 6.5% in 2025. The total contribution was 3.6% of total employment which were
1984000 jobs in number in 2014 (WTTC, 2015).

There are different types of communities, specifically in developing countries; indeed,


tourism has represented a stronger connection to the rich economic markets (Johnston, 2000;

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Rodriguez, 1999). In those countries, tourism has a great contribution to change in household
economies, create new opportunities for employment, new sources of liquid income, and new
information about technologies (Barkin, 1996; Eadington, & Smith, 1992; Levy and Lerch,
1991; Liu, 2003; Ahmed et al., 2010). However, in tourism industry, tourism destination is
one of the most frequently used concepts but different stakeholders and tourism researchers
use it differently. In the tourism literature, destinations are described as places, as regions
and, as images (Framke, 2002). A destination abundant of natural resources, and/or other
attractions can give competitive advantage (Crouch & Ritchie, 1999).

The advantages of tourism destinations are based on different products, qualifying


determinants of visitation, as well as the fundamental reasons for potential visitors to choose
one destination over another. In addition, a tourist destination is a place which is very often
visited by many locals, national as well as international visitors. The tourism destination can
be a city, town, historical place, sea-beach, mountain, an amusement park, museum or
religiously important places. However, a park is regarded as a large garden or area of land
used for recreation. It has been recognized as an important tourism and recreational resources
to the local people and the visitors come from the out of town (Buckley, 2000; Cho, 1988;
Uysal, Mcdonald, 1994). It could also be natural tourist attractions like forests, rivers, big
waterfalls, hills or lakes. It is rigorously studied that why these destinations are important to
the visitors particularly river based destinations. On the contrary, people can make an
ordinary place into an important tourist destination by their own effort like making
amusement parks, statues, big hotels or by making a new city or town. Tourists have different
choices and that is why different tourists have different perceptions towards a particular tour
destination (Yeoman, 2008).

It is focused that different authors use the term perception in different ways. It has emerged
surrounding the concept and understanding of what perception means. In this regard, one of
the most widely accepted definitions was defined by Berkman (2010): “Perception is the way
in which individual gathers, processes, and interprets information from the environment”, and
Gale (1994) stated that perceptions are the beliefs about what a consumer received from the
goods and services. Moreover, perception has the substantial impact to the visitors for
developing the tourism industry. Mainly it is a process by which a person selects, sort out and
interpret the thing quickly into a meaningful picture of the environment and accept the
product in various ways; it may be favorably, less favorably or not at all (Dey et al, 2012;

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Shamsuddin, & Hasan, 2013). Again, the improvement of the cleanliness, safety and facilities
of the beach could be varying by the opinion and perceptions of the beach users
(Semeoshenkova, & Williams, 2011). Thus, it is said that, recreational services influence the
visitors’ choice for selecting a particular tour destination.

Study Area
Bangladesh is one of the countries with a unique scenic beauty and rich cultural heritage that
she offers to the visitors from home and abroad. Rajshahi is one of the divisional towns in
Bangladesh and it is a growing tourist destination in the country. The town is located on the
bank of the Padma River. Similarly, with this flourishing entertainment spot, we foresee
Padma Garden as the scope of employment opportunity for several hundreds of people. It has
also been ensured that the ways of earning of livelihood of the employed by selling various
items that the visitors feel a need including fast-food, toys and flowers. Although the Padma
river is with a meager or without any water now due to diversion of water through the
Farakka Barrage across the border but the efforts of Rajshahi City Corporation and some
private entrepreneurs to turn its embankments and surrounding land into a green zone with
various trees and plants has made Padma-Garden one of the most attractive places of the city.

During the last decade, the roads along the Padma-Garden has been repaired, trees have been
planted, various colorful tents with chairs and benches for sitting and gossiping have been
built and all the areas has been linked with colorful electric bulbs and devices. Those who
visited the riverside a couple of years ago and visiting now will be surprised at the first sight
to watch its beauty and presence of a good number of visitors. Although there is no statistical
evidence of the number of visitors at Padma Garden, but based on the observation of the
researchers by visiting the said destination, it could be around 2000 visitors visited at the said
destination per day particularly in the evening. However, in the first half of the day visitors
are quite less in number. It is probably due to the working hours of the local visitors.

It is clear to us that, the contribution of Padma Garden in the local and national economy of
Bangladesh bears an important role. The flow of economic contribution and the growth and
sustainability depends on the number of visitors’ arrival and facilities they consume. It can be
explored that how sufficient is the provided facilities of the responsible authorities to the
visitors. What is the visitors’ perception towards the various qualities are to be understood.
The purpose of the present study is to investigate the visitors’ perception towards the quality
services at Padma Garden as a tour destination.

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Objective of the study

The main objective of the study is to find out the factors influencing visitors’ perception
towards the Padma Garden, Rajshahi as a tour destination in Bangladesh.

In relation to the aforementioned objective, the specific objectives are as follows:

i. To identify the different quality attributes that influence visitors to select the Padma
Garden as their tour destination.

ii. To understand how visitors’ perception varies based on various factors.

Literature Review

Baloglu et al., (2003) conducted research on the relationship between destination


performance, overall satisfaction, and behavioral intention for distinct segment. The purpose
of this study was to gain a better understanding of short-term visitors of mountain
destinations in order to improve marketing strategies. However, Chheang (2011) examines
tourist perceptions and experiences and argues that tourist perception is positive and based on
cultural enrichment, friendliness and the sense of hospitality facilities of the local people
experiences of the visitors are over than the expectation. Kamal and Chowdhury (1993) and
Hasan and Chowdhury (1995) conducted studies on the basis of tourism related services. In
fact, these were the studies based on the performance of tourism related services as well as
the contribution to the development of the country’s tourism industry. Therefore, Henderson
(2011) highlighted other factors that almost influence on inbound and outbound tourist to
travel such as political instability, safety and security and in terms of social psychological
concepts Higginbotham (2011) give emphasis on the interrelated fields of recreation, leisure
and tourism. Likewise, others studies have been conducted by Hossain and Firozzaman
(2003); Alam & Shamsuddoha (2003); Hossain (2006); Lincoln (2008). These studies
focused that the significance of tourism is viewed from many angles e.g. economic, social,
cultural, political etc. Another study conducted by Sofique and Parveen (2009) and Ahammed
(2010) are directly related to Cox’s Bazaar tourism regarding economic and socio-cultural
effect of tourism. This study is based on the factors that affect the visitors’ perception for
selecting a tour destination. In this regard Ahmed et al. (2010) conducted a study on factors
affecting chooses Bangladesh as a tourist destination. The study shows that service quality,
natural beauty, security and shopping facility are statistically significant in explaining the
intention for selecting a tour destination in Bangladesh (Cai & Zhang, 2003; Lee et al., 2004;

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Neal, 2003) and (Yourtseven, 2000) have conducted research to meet the demand of tourism
development. Here, authors stated mainly of customer satisfaction and finding effective ways
to ascertain customer desire depends on status full occupation and technically focused.

Food is very sensitive and one of the most priority issues in tourism as well as services
related industry (Donald, 1997). It is not only core value of food but also packages of benefits
-such as presentation of food, overall environment of seating arrangement, way of
approaching of service providers etc (Cook et. al., 2007). However, at present food and
beverage are the common motivator of all kinds of existing and potential visitors’ and it is a
ceiling trend in individuals mind for selecting a tour destination (Ahmed et al., 2010).

Zeithaml (1988) defined price as what consumer sacrifice in order to gain something from a
product or services. Again, Berry and Parasuraman (1991) emphasized on price as what
customers actually pay in exchange for products or services’ they received or a visible sign of
services’ level and quality. But in the destination perspective, Bagwell & Bernheim (1996);
Ngoc & Trinh (2015) describe price as what consumers are willing to pay more for services
at a destination if they think that prestigious images are associated with it. In these cases,
consumers feel interest in paying higher price for effective goods which are associated with
the destination’s sophistication with greater perceived value (Papatheodorou, 2002).

Middleton and Clarke (1999) stated that accommodation has a functional role for providing
the facilities that makes travel convenient and comfortable. Hall (1995) regarded
accommodation as one of the most critical components on the demand side as
accommodation has a major influence on visitors the type of who come to a destination.
Cooper, Fletcher, Gilbert and Wanhill (1996) suggested accommodation provides a necessary
support services to satisfy the broader motivation that brought the visitor to the destination.
Some authors (Chi & Qu 2008; Pike, 2009; Ahmed et al., 2010) have mentioned that
accommodation facilities are most priority aspect for the visitors.

Hasan (1992) and Hall and Page (2000) conducted the four elaborate studies covering the
tourism and tourism environment in Bangladesh. The study focuses tourism potentiality,
major problems and prospects of tourism, marketing strategies of tourism industry, foreign
tourist arrival trend in Bangladesh. For attracting the both domestic and international visitors
to the tourist destinations environment plays a significant role (Dunn, 2009). An attitude
towards the environment is a measure of how people would like to experience the landscape

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based on their personal preferences for environmental, social and cultural aspects. These
preferences reflect more basic values or environmental value orientations Homer and Kahle
(1988) and they are often related to the attitudes toward specific environmental conditions
and impacts as well as management and development options.

In tourism industry safety and security is the synonym for providing quality services, by
ensuring that it helps visitors while thinking to choose a destination. Tourism is different
from any other economic activity; visitors always seek safe and secure places to enjoy their
pastime without any tension. In this regard, Albrechtsen (2002) noted that “safety is the
protection from unintended incidents while security is the protection from intended
incidents”. Safety is concerned with human life and health’s protection while security refers
to the protection against criminal activities. Therefore, success or failure of a tourism
destination depends on providing a safe and secure destination (Besculides et al., 2002). We
cannot be complacent, since there is an emerging consensus that crime - which raises safety
issues, is a growing concern among tourism stakeholders who fear the potential damage that
it may inflict on the perception of safety and, by extension, the industry (Volker & Soree,
2002; Ahmed et al., 2010). However, in recent years researchers reported that in country like
Bangladesh visitors’ safety and security issues are alarming to the travelers (Embassy Web-
pages of America, Norway and Denmark have been consulted in February 2006). In tourism,
different destinations required different levels of security e.g. safety and security issue,
visitors’ perception at Taj-Mahal is significant. But the Padma Garden, on the other hand, is
not that much of concern to both visitors and the destination operators as well. Thus,
minimum level of peaceful surrounding environment and political stability of the country
would be the best concern to the local as well as domestic visitors. In this regard, Lee et al.,
(2007) stated that safety and security system is not the same for each destination.

It is difficult to run tourism industry without an effective and efficient transportation system
(Cook et al., 2007). Transport is the major cause for tourism development and it has both
positive and negative effects on tourism. To start with, the improved facilities have
stimulated tourism and the expansion of tourism has stimulated transport. In this regards
accessibility is the key functions in the shadow of tourism transport. In order to access the
areas that are mainly aimed, tourists will use any transportation mode. However, air transport
is the main mode for international tourism (Kroshus, 2003). However, in the context of

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Bangladesh transportation facilities are not same for each destination (Gallarza & Saurab,
2006).

A number of studies are reviewed including above and it is clear to us that it seems a
significant research gap existing in the domestic tourism market in Bangladesh to ascertain
visitors’ perception towards selection of a tour destination. In previous academic research it
was hardly given attention on the country’s tourism industry. Thus, the present empirical
study has an opportunity to know new knowledge about this area. The present study aims to
gather primary data from the visitors at Padma Garden. This research paper presents the
relevant variables that are affecting to the visitors’ perception in choosing a particular tour
destination. Therefore, the findings of this study will give new idea and the directions to the
concerned authorities to pace their competitiveness.

Methodology

The study is carried out on Padma Garden, Rajshahi area in Bangladesh. The reason for
choosing this area is that it is the local amusing river based visiting spot and there is no
significant research carried out earlier about the factors that greatly affect the visitors’ mind
for selecting the destination. Thus the authors interested to identify the factor that affects the
visitors’ perception to Padma Garden. This study mainly follows positivist paradigm, the
field study technique was used for data collection. The main selection criterion is that the
visitors must be on the spot during interview. The sample population for this study is
composed of visitors who visited Padma Garden, Rajshahi through convenience sampling. It
mainly focuses on the areas of information needed to satisfy the objectives of this research.
Out of 225 sample questionnaire 199 usable questionnaire were collected with a response rate
of over 84% using 5 point Likert scale ranging from 1 to 5 response categories. Mainly close
ended questions were used in the questionnaire. However, there were some open ended
questions used to collect demographic information from the respondents. Largely factor
analysis was used for the data analysis. Data were analyzed using statistical software SPSS to
find out the influential factors, which would be most responsible for drawing attention of the
visitors.

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Discussion of Results

Respondents’ Profile: In this study, seven demographic characters have been observed by
the authors over those who visited Padma garden, Rajshahi. Among them gender, age,
profession, home district (place of residence of the visitors) and the marital status have the
significant differences in their counterpart. Table 1 depicts the data that majority of the
visitors are male (81.9%) and rest of them are female (18.1). Two-third of the visitors’ age
group is 21-30 years (63.8%) whereas visitors over 50 years of age are only 1%; probably it
is due to their weak physical condition and mental unwillingness. However, in terms of
professional status, student carried the lions’ share (62.8%) to visit the mentioned destination.
These young people have the curiosity to know and attention for utilizing their pastime in an
enjoyable and productive way. It is also observed that geographically visitors from Rajshahi
region have the significant intension to visit Padma garden that is 62.3%. On the other hand,
those form Barisal and Sylhet has the least tendency to visit this local based visiting spot.
Moreover, precisely two-third of the visitors is unmarried. In addition to that, among the
visitors, educated people have the highest trend to visit Padma garden where the percentage
of graduate and post graduate is 43.2 and 33.7 respectively. Therefore, three-fourth of the
visitors is well educated coming from this city of education. Eventually, visitors or their
parents’ monthly income is Tk. 10001-20000 and Tk. 20001-30000, which is 34.1% and
32.2% respectively. On the contrary, over tk. 30000 of income group has less participation
towards this amusing destination.

Measurement

In sampling adequacy author uses KMO and Bartlett’s test to examine the sample accuracy.
The result of Kaiser-Meyer-Olkin Measure illustrates that the presented sample is quite
suitable for factor analysis. Table 2 shows the data of the study which is 89% accurate at 99%
significant level.

From the analysis of data, we find 31 quality variables out of the initially approached 42
variables. These are important for examining the factors that affect the visitors’ perception of
Padma garden, Rajshahi in Bangladesh. Based on Eigen value, all 31 variables are selected-
value 1 considered into the list of variables. Statistically, 31 variables construct six factors,
which explain almost 60% of the field. So author concentrates on these factors for the study.
Factor 1 explains 31.889% where total Eigen value is 9.886 (Table 3). With this rational

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cause, this factor is the top most priority concern to the current study, which is related to the
services of food & beverage at Padma garden, Rajshahi.

Variables with loading higher than 0.5 are grouped under all factors. However, factor loading
is the correlation between the original variable with the concerned factor and the key to
understanding the nature of that specific factor (Debasish, 2004). Table 4 has been supplied
the Varimax rotated factor loadings against the earlier mentioned 31 variables consisting of 6
factors. Moreover, six factors components and the correlations can be seen in rotating
component matrix. Rotation has been carried out through Varimax rotation method. SPSS
(version 18) was used to analysis the data. The study found six factors: Factor 1 (food and
beverage), Factor 2 (price), Factor 3 (accommodation facility), Factor 4 (environment),
Factor 5 (safety and security) and Factor 6 (transportation). However, the total variance
accounts for all the six factors which is 59.041 %.

Factor 1 (Food and Beverage): The study discovered that food and beverage has great
influence on visitors. This factor determines six items, which is highly correlated with the
first factor. However, the factor loading score for each item is within the acceptable level
(from 0.615 to 0.745; See Table 4). In this factor, the Cronbach’s alpha value 0.872 which is
quite standard in acceptable level 0.70 or above (O’ Leary-Kelly & Vokurka, 1998) and mean
value of this individual factor is 3.492. Considering the above mentioned score, the factor and
the items are relevant. As food and beverage is the prime attraction to the visitors to this short
trip destination, therefore destination operators can extend the list of food items with different
taste for getting more attention from the potential visitors. However, keeping existing quality
of the foods could be the first priority to the authority of Padma Garden.

Factor 2 (Price): There are also six attributes that are the strong correlated with this factor. In
this regards, service charge at accommodation is economy (0.696) and price of drinks
(0.695). Moreover, the visitors’ perceived benefit in value of food charge and transportation
cost is satisfactory by 0.685 and 0.665 respectively. Furthermore, the cost of natural
sightseeing facilities and goods purchasing facilities are in within the standard level at 0.658
and 0.647. In the factor analysis, this factor brings alpha value (0.810) and mean value 3.313.
Eventually, as the entire price concerning item are ranging in minimum level so that it is
rightly constructed. Evidence from the demographic profile shows that, most of the visitors of
Padma Garden are student (62.8%) and approximately two-third of the visitors or their
parents’ monthly income is between Tk. 10001 to Tk. 30000. So that continuation of existing

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price of the destination would be suitable to keep the continuous flow of the visitors.
Nevertheless, price of some of the items of this factor is not under control by the destination
operator such as price of drinks, transportation cost etc. It depends on the country’s overall
economic condition. So that it can be an effective initiative for the planners to control their
internal cost that would led the sustainable growth of this destination.

Factor 3 (Accommodation Facility): Accommodation is one of the most important basics to


the visitors to visit any destination. The current study identifies five variables where
accommodation facility plays a functional role to influence the visitors to visit this
destination. The factor loading score for each of the five items is within the acceptable range
that is from 0.596 to 0.744 Such as physical condition of accommodation (0.744), room
service facilities at hotel (0.716), comfortability at room (0.689), facilities for shopping in the
destination area (0.608) and accommodation at restaurants (0.596). However, the Cronbach’s
alpha score (0.819) is above the standard level and mean value 3.077. These scores clearly
indicate that the factor is justified. Thus, the destination operator and those are involved in
providing accommodation facilities can work together to ensure the guests’ comfort at hotel
and restaurant. Moreover, usually shopping facilities at the destination area is not a major
concern in this local visiting spot rather their main intention is entertainment and recreation.
But unintentional purchase is the part of any kinds of visitors’ cultures particularly, some
documentary materials such as- souvenirs and statue with historical background and images
of the destination. In this case, the authority of the destination can pay their attention for
expanding the range of the products and services to meet the needs of the visitors and can get
extra money.

Factor 4 (Environment): Visitors always tend to seek a comfortable, enjoyable and pleasant
environment for their physical and mental recreation. The existing study consists of five
variables that are highly correlated with the fourth (Environment) factor. Here visitors have
significant intension to natural environment and weather condition of the garden that is
scored by 0.744 and 0.687 respectively. On the other hand, chaos free environment and image
of the destination is 0.674 and 0.670 accordingly. However, political stability is 0.603. Where
Cronbach’s alpha value 0.776 and mean value of individual factor 3.570. Finally, author
combines this factor as influential because the items logically included with the context of
this green city Rajshahi. In fact, Rajshahi is blessed and have privileges for its geographical
location due to not threatened by substantial natural disaster. So it is an opportunity to hold

10
its existing natural and artistic view of Padma Garden. Therefore, the planners and the
decision makers are suggested to enhance its greenage environment for building a positive
impression into the visitors’ mind, which will be helpful in case of achieving competitive
advantage in future.

Factor 5 (Safety & Security): it is often said that nothing can be enjoyable if their remains
insecurity in mind. Rationally, safety & security emerged as the major concern to the visitors.
The security issue is important indeed for meeting the objectives i.e. recreation, entertainment
etc of the visitors. In this factor, four items considered by analysis ranging from 0.620 to
0.703 (See Table 4) where safety in cultural program and medical issue is also included as
significant variables. This factor is determined by Cronbach’s Alpha score .803 and mean
value 3.190. Therefore, due to logical reason, the factor safety & security is valid. Safety and
security issues are the primary requirement to the visitors because people can go to a place
when he/she feel like being entertained. Thus, a visitor can get pleasure and full charm of
recreation when he feels secured. According to the study result, as rate of gathering is higher
in the evening even or even at night, authority of Padma garden can take a measure through
their own security system to receive more attention from the visitors.

Factor 6 (Transportation): There are five quality attributes that are strongly correlated except
the one (safety in internal transportation). The acceptable level of items-road transport
facility, internal transportation and water transportation which is 0.674, 0.537 and 0.530
accordingly. However, efficiency in public transportation is 0.524. The Cronbach’s Alpha is
0.793 and mean value of this single factor is 3.329. But, safety in internal transportation is
scored by 0.434 which seems under the minimum acceptable level. Moreover, author
emphasis on this factor since data were collected from field sources. In this destination
twofold transportation facilities required to the visitors that are internal and external. In case
of external- destination authority doesn’t have control over them. However, internally it has
high demand to pay attention to make the right balance of happiness of the visitors. In
particular, as this destination has built based on the Padma River and moving on the river by
boat is the key attraction to the visitors for their adventure. But in the rainy season, water
overflows on the river and it creates big weaves. Therefore, boats, the only way of water
transportation, fall in danger and post incident recovery measure is inadequate. In this case,
the planners, policy makers and the authority of Padma Garden are strongly encouraged to
take immediate steps to launch live support boat for the visitors’ safety & security.

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Conclusion

The main purpose of this study is to find out different aspects of Padma garden at Rajshahi
that attract visitors. In this study, it is clearly seen that visitors are attracted towards Padma
Garden because of several factors among which food and beverage is the highest in
preference. Thirty one quality variables have been found and each variable is different from
another. As a result, the authority of this destination can be suggested to make item wise
customized promotional activities. In addition to that, it would be much better to reconstruct
all the factors for the visitors of moderate economic status especially for students. Because, a
certain group of visitors have least tendency to visit this destination those are economically
strong. On the other hand, in order to get nationwide attention from expectant visitors,
concerned authority is also advised to make smooth harmony with the other destinations at
Rajshahi. As bunch of attractions are available at Rajshahi such as Varendra Research
Museum, different renowned educational institutions including Rajshahi University. Visitors
would be able to get the pleasure of different places in a single city. As a result, not only
domestic visitors but also international visitors would be interested to visit this excellent
destination with full of natural beauty. In this case, shopping could be one of the most leading
attractions to the visitors as the country’s best silk factories are situated here in this city
whether domestic or international visitors can collect silk items directly whether from the
showroom or the factory.

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Table 1: Profile of Visitors Involved in the Study

Demographic Variables Items Frequency Percent (%)


Male 163 81.9
Gender of the Respondents Female 36 18.1
Total 199 100
Less than 20 years 27 13.6
21-30 years 127 63.8
31-40 years 34 17.1
Age of the Respondents
41-50 years 9 4.5
Above 50 years 2 1
Total 199 100
Student 125 62.8
Govt. Employee 25 16.6
Non-govt. Employee 23 11.6
Profession of the Respondents Business 18 9
Unemployed or housekeeper 4 2
Others 4 2
Total 199 100
Single 133 66.8
Marital Status of Respondents Married 66 33.2
Total 199 100
SSC 11 5.5
HSC 26 13.1
Graduation 86 43.2
Education of the Respondents
Post-Graduation 67 33.7
More 9 4.5
Total 199 100
Tk. Less than 10000 29 14.6
10001-20000 68 34.1
20001-30000 64 32.2
Monthly Income of the
30001-40000 24 12.1
Respondents/Parents
40001-50000 7 3.5
More than 50000 7 3.5
Total 199 100
Rajshahi 124 62.3
Dhaka 16 8
Chittagong 7 3.5
Khulna 22 11.1
Home District
Barisal 5 2.5
Sylhet 2 1
Rangpur 23 11.6
Total 199 100

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Table 2: Data Adequacy Test for Factor Analysis

Kaiser-Meyer Olkin Measure Sampling Adequacy .889


Approx. Chi-Square 2738.520
Bartlett’s Test of Sphericity Df 465
Sig. .000

Table-3: Variance Explained

Extraction Sums of Squared Rotation Sums of Squared


Initial Eigen Values
Loading Loading
Component
% of Cumulative % of Cumulative % of Cumulative
Total Total Total
Variance % Variance % Variance %
1 9.886 31.889 31.889 9.886 31.889 31.889 3.768 12.156 12.156
2 2.463 7.945 39.835 2.463 7.945 39.835 3.214 10.369 22.525
3 2.145 6.918 46.753 2.145 6.918 46.753 3.178 10.252 32.777
4 1.345 4.338 51.092 1.345 4.338 51.092 3.061 9.873 42.651
5 1.324 4.271 55.363 1.324 4.271 55.363 2.741 8.843 51.493
6 1.140 3.678 59.041 1.140 3.678 59.041 2.340 7.547 59.041
Note: Extraction Method: Principal Component Analysis

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Table 4: Rotated Component Matrix and Total Variance Explained
Rotated Component Matrix
Component
Safety
Attributes Food & Accommodation
Price Environment & Transportation
Beverage Facility
Security
Hygienic food .745
Testiness of food .726
Presentation of food .726
Preferable food .719
Available restaurant .615
Pure drinking water .615
Service charge at
.696
accommodation
Price of drinks .695
Value of food charges .685
Price charge for
.665
transportation
Price charge of natural sight .658
Price charge for buying
.647
goods
Physical condition of
.744
accommodation
Room service facility .716
Room's comfort ability .689
Shopping facilities .608
Restaurant at
.596
accommodation
Natural environment .744
Weather condition of the
.687
garden
Chaos free environment .674
Image of destination .670
Political stability .603
Safety in cultural program .703
Safety at hotel .688
Safety at Padma garden .687
Medical facilities .620
Road transportation facilities .674
Internal transportation .537
Water transportations .530
Efficiency of public
.524
transportation
Safety in internal
.434
transportation
Eigen Values 9.886 2.463 2.145 1.345 1.324 1.140
% of Variance 31.889 7.945 6.918 4.338 4.271 3.678
Cumulative % 31.889 39.835 46.753 51.092 55.363 59.041
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 7 iterations.

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