SWOT analysis and Strategies for the Development of Sustainable Tourism at Bakkhali Coastal Area, West Bengal, India
DOI:
https://doi.org/10.31305/rrijm.2026.v11.n03.022Keywords:
Basic infrastructure, Ecotourism, SWOT, Index of satisfactionAbstract
Coastal tourism has become a significant segment of the tourism sector in the modern era. West Bengal has a lot of coastal tourism destinations, including Bakkhali and its environs, including Frazergunj, Henry Island, and Jambu Dwip, are significant and environmentally viable ones. The current study aims to determine the main attraction, perception of visitors, potential of the tourism industry in the context of sustainable coastal tourism, and index of satisfaction at Bakkhali coastal area. Both primary and secondary data have been utilized in this study. Primary data has been collected from extensive field surveys with the help of questionnaires from January to April,2024. A total of 150 domestic visitors were chosen using stratified random sampling methods from the whole research region. Using MS Excel and SPSS software for statistical analysis and ArcGIS 10.8 for geographic analysis, the acquired data was processed. After analyzing the data, it is noticeable that the majority of tourists travel 150 km or less around the research area. These sites have the potential to develop into centers for a flourishing tourism industry, according to the SWOT analysis. Index of satisfaction level of the travelers is often very happy with various services, such as natural beauty, price of goods and transportation. However, they are dissatisfied with security, health, and other basic infrastructure. The outcome of this research is very helpful to the policy makers, local stakeholders for the development of ecotourism.
References
[1] Anson, T. H. Ma., Alice, S. Y. Chow., Lewis, T. O. Cheung., Karen, M. Y. Lee., & Shuwen, Liu. (2018). Impacts of tourists’ socio-demographic characteristics on the travel motivation and satisfaction: The case of protected areas in South China. Sustainability, 10. DOI: https://doi.org/10.3390/su10103388
[2] Baitalik, A., & Majumdar, S.(2015). Coastal Tourism Destinations In West Bengal: Historical Background And Development. International Journal of Social Sciences and Management, 2(3),267-272. DOI: https://doi.org/10.3126/ijssm.v2i3.12910
[3] Dai, F., Wang, D., & Kirillova, K. (2022). Travel inspiration in tourist decision making. Tourism Management. DOI: https://doi.org/10.1016/j.tourman.2021.104484
[4] Ghimire, K. B. (2013). The native tourist: Mass tourism within developing countries. Routledge. DOI: https://doi.org/10.4324/9781315870564
[5] Hu, Y. Z. & Ritchie, J. R. B. (1993). Measuring destination attractiveness: A contextual approach. Journal of Travel Research, 32(1),25-35. DOI: https://doi.org/10.1177/004728759303200204
[6] Mondal, S H.(2017).Swot Analysis And Strategies To Develop Sustainable Tourism In Bangladesh. UTMS Journal of Economics 8 (2), 159–167.
[7] Mandal, M., Dandapath, P. K., & Bhushan, S. (2013). Digha Sankarpur Littoral Tract A Geographical Case Study. International Journal of Humanities and Social Science Invention, 2(4), 46-54.
[8] Nandi, M., & Chakma, N. (2013, October). Tourism and Development of Susunia Hill, Bankura District, West Bengal. (N. C. Jana, & L. Sivaramakrishnan, Eds.) Resources and Development Issues and Concerns, 585-605.
[9] Nezha, M., Rossi, A., Khalidi, K. E., Pavel, A. B., Cherif, E. K., Ouaty, O. E., et al. (2021). A SWOT Analysis to understand the impact of tourism industry on the Three pillars social Economy and Environment. SHS Web of Conferences 119. DOI: https://doi.org/10.1051/shsconf/202111904004
[10] Pizam, A., Neumann, Y., Reichel A. (1978). Dimensions of tourist satisfaction with a destination area. Annals of Tourism Research, 5(3), 314-322. DOI: https://doi.org/10.1016/0160-7383(78)90115-9
[11] Rauch, Peter. 2007. SWOT analysis and SWOT strategy formulation for forest owner cooperation in Austria. European journal of forest research, 126 (3), 413–420. DOI: https://doi.org/10.1007/s10342-006-0162-2
[12] Reihanian, Anita, Mahmood, Noor Zalina, Binti Mahmood, Esmail Kahrom, and Tan Wan Hin. 2012. Sustainable tourism development strategy by SWOT analysis: Boujagh National Park, Iran. Tourism Management Perspectives 4: 223–228 DOI: https://doi.org/10.1016/j.tmp.2012.08.005
[13] Reitsamer, B. F. & Brunner-Sperdin, A. (2017). Tourism destination perception and well-being: What makes a destination attractive? Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries, 23(1), 55-72. DOI: https://doi.org/10.1177/1356766715615914
[14] Roy, S. K., & Mondal, C. (2020). Development prospect of tourism industry in Murshidabad – Jiaganj C.D. block, Murshidabad district, WestBengal. Journal of tourism – studies and research in tourism (29).
[15] Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: The case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12, 106–123 DOI: https://doi.org/10.1108/IJCTHR-06-2017-0067
[16] Tahernejad, M. M., M. Ataei., & Khalokakaei.R.( 2013). A Strategic Analysis of Iran's Dimensional Stone Mines Using SWOT Method. Arabian Journal for Science & Engineering, 3(1), 149–158. DOI: https://doi.org/10.1007/s13369-012-0422-z
[17] Wang, H., Chang, Li., and Yanping, Z. (2015). Space expression of industry status using GIS and SWOT analysis. Wuhan University Journal of Natural Sciences, 20(5), 445–454 DOI: https://doi.org/10.1007/s11859-015-1117-6
[18] Wasike, C., Thomas M. M., Alexander K. K., & Kurt J. P. (2011). Factors that influence the efficiency of beef and dairy cattle recording systems in Kenya: A SWOT–AHP analysis. Tropical animal health and production, 43(1), 141–152. DOI: https://doi.org/10.1007/s11250-010-9666-3
[19] Woyo, E. & Amadhila, E. (2018). Desert tourists’ experiences in Namibia: A ethnographic approach. African Journal of Hospitality, Tourism, and Leisure, 7(3), 1-10.
[20] Valduga, M. C., Breda, Z., & Costa, C. M. (2019). Perceptions of blended destination image: The case of Rio de Janeiro and Brazil. Journal of Hospitality and Tourism Insights 3, 75–93. DOI: https://doi.org/10.1108/JHTI-03-2019-0052
[21] Vengesayi, S. (2003). Destination attractiveness and destination competitiveness: A model of destination evaluation. ANZMAC 2003 Conference Proceedings, Monash University, Adelaide, 1-3 December 2003, pp. 637 - 645.
[22] Zeinali B, Jafarpour M, Hessam A, Shojaeivand B, & Zolghadr H. (2014). Tourists' satisfaction with and loyalty to shopping experience: a socio-demographic analysis. International Journal of Academic Research in Business and Social Sciences 4(6): 67-84. DOI: https://doi.org/10.6007/IJARBSS/v4-i6/927
