Journal of Sustainable Tourism and Entrepreneurship (JoSTE) ISSN: 2714-6480.
Vol 6.
No 3, 2025, 263-279 https://doi.
org/10.
35912/joste.
An empirical analysis of brand image of Sitakunda as a tourist destination Md.
Yeamin Masum1.
Khairuzzaman2.
Mehedi Hasan Tanvir3.
Md.
Sakib Hasan4 Islamic University.
Kushtia-7003.
Bangladesh1-4 yeaminmasum@gmail.
Khairuzzamankhansani.
author@gmail.
tanvir@gmail.
com3, sakib4110@gmail.
Article History Received on 28 September 2024 1st Revision on 11 October 2024 2nd Revision on 18 October 2024 3rd Revision on 22 October 2024 4th Revision on 6 December 2024 Accepted on 9 December 2024 Abstract Purpose: The study aims to establish a powerful brand image and create an emotional bond between tourists and destinations.
Based on visitors' opinions of various aspects of tourism, this study seeks to create a powerful brand image of Sitakunda as a travel Research Methodology: The study gathered 312 samples using a quantitative survey to examine people's opinions about Sitakunda as a tourism destination.
Descriptive statistics and reliability analysis techniques were used to discuss the methodology section of this Results: The study found that tourism significantly contributes to establishing Sitakunda's brand image as a tourist destination.
Conclusion: The study concludes that establishing a strong brand image centered on SitakundaAos distinctive quality-price ratio is essential for enhancing its global recognition and tourism appeal.
Limitations: The sample for the research is limited to the people living in Sitakunda and tourists from different areas of Bangladesh.
Contribution: The paper's empirical insights offer information on the actual experiences and results of the brand image of Sitakunda as a tourist destination.
Practical Implications: The research recommends that social media marketing is essential for promoting any destination as a Finally, the study urges stakeholders to work proactively to establish a powerful brand image for any tourist location.
Keywords: Brand Image.
Social Media Marketing.
Tourist Destination Branding How to Cite: Masum.
Khairuzzaman.
Tanvir.
, &
Hasan.
An empirical analysis of brand image of Sitakunda as a tourist destination.
Journal of Sustainable Tourism and Entrepreneurship, 6.
, 263-279.
Introduction The tourism sector is the largest growing industry worldwide.
Bangladesh is one of them.
It has so much divine beauty.
There are too many places that people can visit for recreational purposes.
Sitakunda is well known for its natural beauty.
Mosque.
Temple.
Hills.
Fountain.
Eco-park, and Beach are jointly situated here.
Rudro .
mentioned Sitakunda as a famous tourist destination for Baro Awlias Mazar.
Chandranath Hill and Temple.
Sitakunda Eco-park.
Guliakhali Sea Beach.
Mohamaya Lake.
Komoldoho Trail.
Kumira Ghat, and other trails and travel attractions.
Nath and Alauddin .
mentioned in their study that the first eco-park in Bangladesh was the Sitakunda Eco-park.
They are home to a diverse range of plants and animals.
They expected the park to significantly safeguard the region's biodiversity.
Mahamaya Lake is the second-largest artificial lake in our country.
Although it has various natural resources, the place cannot attract more tourists due to proper branding and promotional activities and a lack of infrastructure.
If destinations are properly promoted, a strong brand image will be created.
Powerful brand images are vital in marketing, affect customer behavior, and improve sales.
If these places can make an initial impression and provide proper safety and security to tourists, the tourism infrastructure will be enriched.
In the modern era, vast amounts of information can be provided.
A destination's brand reputation is important when deciding on a location.
Cruz-Milyn and Castillo-Ortiz .
studied travellers' psychology and level of travel experience on destination brand They concluded that self-congruity and brand personality greatly influence the intention of guests to visit.
Creating a perception of a destination brand is the first stage in creating destination Thus, branding undoubtedly comes in the second stage of creating favorable destination The effect of brand identity on travellers' destination selection is comprehensive since it is thought that a brand's image is a psychological representation of several factors that have the power to influence and inspire traveller behavior.
Chigora.
Ndlovu, and Zvavahera .
studied the role of media in identifying brand positioning and brand identity for the tourism destination in Zimbabwe using a mixed research method on a sample of 452.
The study concluded that media could play a crucial role in any tourism destination's brand positioning and identity.
Sarker .
studied niche marketing strategies called competitive marketing strategies in light of Vision 2021.
Specifically, the Bangladesh Tourism Board created a AuBeautiful BangladeshAy campaign during the ICC World Cup 2011 to promote Bangladeshi tourist destinations.
Using information from the Bangladesh Economic Review 2013, in 2012-13, the tourism industry earned 48.
84% of GDP from the service industry and maintained a steady growth of 6%.
This study Aos conclusions are expected to help those master plans to develop a few tactics for competitiveness in the context of Vision 2021 of Bangladesh as well as long-term economic Walewangko.
Mandagi, and Indrajit .
conducted a study on 4S brand gestalt dimensions (Storyscape.
Sense cape.
Service cape.
Stakeholder.
and purchase behaviors of buyers and shoppers using quantitative research methods on a sample of 183 respondents.
The result of the structural equation modelling method with the help of SmartPLS statistical software indicated that 4S gestalt dimensions positively influence customer interest in buying any products or services.
Brand perception varies periodically from tourist to tourist, since a brand's image can occasionally be manipulated as an emblem.
It is imperative for destinations to exercise caution when managing their brand image, as this is a delicate and complex matter that can significantly affect their reputation.
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Keller.
Neslin.
Reibstein, and Lehmann .
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Brand research considers a brandAos past, present, and future conditions.
Researchers have used a dominant research methodology to review three historical eras of branding.
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Lubis.
Rini, and Sembiring .
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Indonesia.
The findings showed that the quality of destination attraction, infrastructure and support services, destination imagery, and so on, build tourist self-expression at any destination.
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Azam, and Bose .
Studied a specific topic of how factors affect the Selection of tourist destinations in Bangladesh using the exploratory and empirical research approach over an interview of 146 tourists.
The study concluded that 24.
6% planned to choose Bangladesh as a travel location if they had the nine factors examined.
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Nandan .
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From this study, we developed a hypothesis model that was tested by two approaches to multidimensional scaling.
According to the report, cooperative branding is an attribute picture that is consistent throughout, built by a strong linkage and image view of the brand through multiple rural communities.
Hankinson .
studied that the place brand model is introduced by emphasising the idea of brand recognition as interaction with visitors and other stakeholders, prioritising actions over communications, and emphasising actuality rather than 2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 perception.
Ekinci and Hosany .
studied that there are 3 dimensions of destination personality:
sincerity, excitement, and destination personality, positively impacting perceived destination brand Sallam .
argued that developing client confidence in any brand and brand recognition often leads to successful destination branding.
Sitakunda is a well-known pilgrimage site for tourists in Bangladesh.
In addition, it has huge, attractive places with the potential for development as one of the most branded tourist destinations.
Though it also has one emotional touch for inpilgrimage, the idea of brand image naturally arises when promoting this kind of travel location to local and foreign travellers.
Contrary to the brand recognition of Sitakunda, travellers have a number of perceptions, history, knowledge, culture, thoughts, and emotional attachments to Sitakunda.
For travel marketers, destination image is crucial.
A destination's brand is created using various information sources and methods, including components of the destination's tourism, such as age, educational attainment, travel motivation, and visitor personality.
Several studies have shown that brand identity has an important effect on consumers' sentimental responses to commodities and how they make purchases.
Therefore, it is obvious that one of the most important factors influencing travelersAo decisions about where and how often to go on vacation is the destination's brand image.
The destination's overall perception provides a bridge between visitors' future actions and brand implications.
1 The Rationale of the study Gartner and Lime .
claimed that tourism is a major and vital sector in developed and developing Sitakunda is an auspicious tourist destination in Bangladesh.
However, it has many unplanned Besides the lack of promotional tools, everyone does not know about it.
Morgan.
Pritchard, and Piggott .
studied destination branding in a specific country named New Zealand and how stakeholders play a role in destination branding.
The researcher focuses on destination brand management and how the political process is involved in successful brand management.
The study concluded that public and private sector stakeholders are essential to building a strong brand destination.
The current study on Sitakunda will help marketers better understand touristsAo likes and intentions to visit a tourist destination.
Related parties will receive advantageous information to support the development of Sitakunda's brand.
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Studied Building successful brands without using mass media, which is possible for businesses that adopt a well-thought-out marketing plan that includes brand building as a key component.
This allows the creation of successful brands without the need for costly media advertising.
Marketing a brand is ineffective if it lacks a distinct identity.
Before a product is released, the brand should be well known, and consumer involvement should be highlighted.
In the current situation, a few pilgrimages visit Sitakunda, but after marketing and creating a rich environment, it is possible to attract various types of tourists.
Hills may attract adventurous tourists through mountain climbing, and Eco Park can influence green travellers.
Fountains may attract all types of tourists.
All stakeholders may create destination and tourist loyalty by providing hospitality services such as lodging, meals, and transportation.
Waste management strategies also have a direct influence on visitorsAo minds (Masum.
Faruq.
Mia, & Talukder, 2.
The nation's economic expansion rate depends on its tourism industry.
Bangladesh's tourism industry is expanding at a rate of 3.
In comparison, the Maldives have a GDP of 28%.
Bangladesh's tourism sector continues to grow despite being in a primitive stage.
The major reasons are the lack of branding and promotional activities, infrastructure development, and safety and security issues (Bhuiyan, 2023.
To the best of our knowledge, few studies have been conducted on this topic in Bangladesh.
Therefore, researchers were motivated to work in this field.
This study will help domestic tourists, international tourists, and stakeholders establish Sitakunda as a branded tourism location, and they may do it easily.
A strong brand picture gives the user organized additional information that is retained in their memory and strengthens and forms their brand connections.
2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 Literature review Roy and Hoque .
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The study concluded that the findings of it are anticipated that the research would help individuals involved guarantee the availability and calibration of essential tourism components.
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This model illustrates how brand familiarity is improved through brand This study brings to a close its enhanced comprehension of marketing and promotion through social media platforms and different involvement levels in brand communications.
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The study concluded that ensuring the improved destination image, satisfaction, and loyalty level of visitors helps build a destination image.
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The main objective of this study is to ascertain how destination loyalty influences its adoption and application in Cox's Bazar.
The significance of this study is that it identifies three new factors that significantly influence loyalty judgment of a destination: income level, seasonal fluctuation, and religious faith.
Nedelea.
Ali, and Alamgir .
conducted a study on the factors behind destination loyalty with the help of a bivariate analysis of data on Bandarban, a renowned tourist destination in Bangladesh.
They found that tourist loyalty is often influenced by transportation, accommodation, food, and safety issues in any area.
Siddique .
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The study found that its outcomes will help us comprehend how domestic tourists travel.
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The study concludes that tourism investment is more important in Bangladesh than in its surrounding countries.
The study will find a new way to emphasize tourism investment and budget Akhter .
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Bangladesh.
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According to the study's findings, businesses should develop premium quality products and product reputation personalities to boost the value of goods.
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Studied a compilation of 53 case studies categorised by classes of product, target market, business purpose, and kind of advertisement.
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Stressing the significance of reputation within the hospitality sector in improving marketers' understanding of the elements that may enhance brand image and thereby provide acknowledgement to brand equity management, this study also offers several managerial implications for chain restaurant managers and marketers.
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Pusriadi.
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Brand awareness comes from satisfaction with any product or service.
Kim and Lee .
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Kumar.
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This study examined the effects of social media marketing and concluded that advertising works well in raising brand recognition.
Compared to merely transactional values, such as functional or economic value, the social and emotional value that design offers customers has a bigger influence on brand attachment.
Hysa.
Karasek, and Zdonek .
studied how various generations used social networks to promote sustainable community tourism, using a quantitative method with a sample of 397 respondents.
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Keller .
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This study proposes a framework for adapting the border and holistic marketing concept that helps improve multidimensional brand knowledge and understanding of brand theory and practices.
Gehrels and de Looij .
studied employer branding to promote a new approach to the hospitality industry, using information collected from 23 senior hospitality decision-makers who comment on current problems in the hospitality This study suggests the formulation and implementation of employee branding.
Huang and Sarigylly .
studied the relationships among the equity of the brand, brand reputation, and the marketing strategy, using real market survey data and three perspectives.
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Lin.
Lin, and Wang .
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The findings indicate that a social objective enhances brand perception and service excellence and creates important issues in terms of motivating customers to experience concern.
The study concludes with a better understanding of the connections between 2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 brand reputation, service excellence, and social objectives.
Amron .
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This study shows the independent and dependent variables that positively and significantly influence buying decision-making.
The study suggests that management should provide quality products, not focus on brand image.
Mansur.
Saragih.
Susilawati.
Yusiatie, and Endri .
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The outcomes specify that the destination brand equity variable's loyalty component is significantly affected by the entertainment and engagement dimensions.
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Danlami and Gajere .
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The results indicated that intrinsic and extrinsic motivations play a crucial role in the behavior of employees.
Employees who are happy with their motivation issues provide wholehearted services, and the guests become satisfied.
Dirsehan and Kurtulu .
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The study also shows how to create a powerful brand image in consumers' minds.
Absah.
Yuliaty, and Anuar .
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The study concludes by describing how it assists policymakers in the development of policies that promote economic growth in the halal tourism industry.
The behavior of sellers in tourist areas is important for destination branding.
In this regard, a sellerAos entrepreneurial mindset is crucial.
Yuliastuti et al.
carried out a qualitative study on the factors that drive the entrepreneurial mindset of any entrepreneur targeting any tourist destination.
The study found that skills including experience, risk-taking, technological knowledge, ability to convince clients, and communication skills are very important to sustain business.
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Brand image is considered from Past.
Present, and Future perspectives.
The researcher used an associative network model to measure brand image.
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currently, qualitative research is needed to measure brand image (Khanom.
Islam.
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This study promotes two specific cultural events in Egypt, (Abu Simbel Sun Fest and El-Moez Carniva.
for branding, encouraging, and regenerating Egypt's tourism.
Hsu.
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Dedeolu.
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Kykergin.
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The study also finds that destination recognition favorably influences visitors' views of the natural and service excellence of a Rimadias.
Alvionita, and Amelia .
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and formulating strategies to improve the tourism sector.
Liang and Lai .
studied tea tourism using four variables to determine their identification with the destination's image, the goal to travel, and the origin brand reputation to affect the perception of the destination image held by non-visitors over a sample of 311 respondents.
They learn how a destination's brand image encourages those who are not This study suggests tea culture tourism methods and concludes that brand image promotes a 2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 tourist destination, which has consequences for tea culture tourism.
Pranata and Sinaga .
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Their interest rates and how digital marketing affects them vary from brand awareness to image.
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Jin, and Raza .
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Wisker.
Kadirov, and Nizar .
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Li .
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Xixi National Wetland Park, over a sample of 2015 and 2017 visitor data from the park, using a structural equation model.
The conclusion of this study indicates that touristsAo perceived worth has a notable beneficial influence on satisfaction levels for tourist brands and trust in the brand.
Additionally, tourist perceiver value had a crucial and effective impact on both expressional reliability and behavioral reliability.
Moreover, brand satisfaction and belief serve as mediators between tourist-perceived value and brand loyalty.
Martin and Nasib .
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This study focuses on enhancing student loyalty through the influence of brand reputation and trust, with student satisfaction serving as a mediating factor.
Gebreel and Shuayb .
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The study concludes that social networking channels have a crucial influence on the efficacy of tourism branding and promotion for all users.
Furthermore, these platforms can furnish users with reliable and trustworthy data about their travel location, supporting them in making good knowledge choices about where to travel or visit.
Zia.
Younus, and Mirza .
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Mangold and Faulds .
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Social networking site users are growing daily.
this high number allows entries to be quickly and widely disseminated to a large number of consumers in a short amount of time (Molla.
Mani.
Bhuiyan, & Hossain, 2.
As a result, it makes it possible for rumors and good news about businesses on the social network to spread quickly.
Armutcu.
Tan.
Amponsah.
Parida, and Ramkissoon .
studied how tourist behavior plays a role in online marketing and social networking using a quantitative method with a sample of 264 respondents.
The study concludes that designing ways to motivate visitors to express their opinions, involvement, and level of satisfaction through online marketing modes will help improve the excellence of goods and services.
Ispas and Saragea .
analyzed a tourist destination's credibility in a specific destination named the Canary Islands.
The study concludes that a tourist destination must identify, strengthen, and maintain accurate marketing policies to achieve a competitive To understand the needs of the consumer, tourist planners and marketers must undertake a comprehensive analysis of data on the travel and hospitality industry as part of the branding process 2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 (Almeida-Garcya.
Domygunez-Azcue.
Mercady-Mely, & Pyrez-Tapia, 2.
Through this research, we can conclude that effective steps may be taken to establish Sitakunda as a tourist destination.
Studying Sitakunda could provide insight into how it affects the socioeconomic conditions of local communities and broader regions.
Sitakunda's strategic geographical position and involvement in regional development efforts might be strong influencing factors.
A positive perception of a destination provides an advantage over competitors.
Three important factors help establish an image of the destination.
First, feedback from travellers spreads positive word-of-mouth, making it easy to establish an accurate perception of a place.
Second, creating an image of mass media, and finally, laws and interests taken by the destination authority.
1 Research Gap Sitakunda is rich in natural resources.
Many places might attract a large number of visitors.
There are fountains, hills, an eco-park, a beach, a lake, etc.
The main aim of this study is to properly utilize these natural resources to boost Bangladesh's tourism economy.
Through proper branding, it is possible to spread a variety of destinations worldwide in Sitakunda.
Analyzing numerous documents, it is evident that numerous studies have been conducted on the potentialities, development, issues, and prospects of tourism, as well as the effects of tourism on society and the economy in Sitakunda.
There is no research on creating a strong brand image for Sitakunda as a travel destination.
This is the gap on which the current study focuses.
2 Objectives of the Study The driving force for this study is determined to be tourism development and branding of Sitakunda.
This research strives to define the current scenario of the destination and how to improve infrastructural development and brand a destination.
To obtain a valuable result for the research question of AuEstablishing a powerful perception of a Sitakunda brand as a place for visitors, the following points will be investigated:
To amplify the present condition of Sitakunda as a tourist destination in Bangladesh.
To explore the current conditions of perceptions of brands in the role of Sitakunda as a tourist To identify problems and challenges of promotional tools and provide suggestions to overcome the challenges of building the credibility of the brand Sitakunda as a place of travel.
Research methodology This study's research is mostly descriptive and offers an extensive overview of this topic.
Qualitative and quantitative data were gathered for this study, enabling a more comprehensive examination of the subject matter.
Both primary and secondary information were used in the data collection process (Uddin.
Bhuiyan, & Hamid, 2.
Based on a literature review using secondary data, the study identified specific dependent variables and several independent variables.
The overall study plan is shown in Figure 1.
Dependent variable (DV): Tourism development helps establish a powerful brand image for a Independent variables:
IV1: Frequency of Travel.
IV2: Media for choosing a travel destination.
IV3: The budget influences visits to tourist destinations.
IV4: Promotional tools.
IV5: Safety and security.
IV6: Accommodation facilities.
IV7: Quality Food and Beverage service facilities.
IV8: Transportation facilities.
IV9: Entertainment facilities.
IV10: Favorable climate.
IV11: Infrastructural development.
2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 IV12: Adventurous tourists.
IV13: GovernmentAos role in policy formation.
IV14: Behavior of local people.
Conducted Literature Review Assessing the data requirements Primary data Data collection methods Secondary data Analysis of Stakeholder Identifying the research gap Determination of Variable Survey Questionnaire Conducting survey Reading and decoding the coded data Data coding and reliability test Data analysis Connecting to Checking relevant Findings to address the research goal Figure 1.
Research Methodology (Authors own creatio.
The dependent variable has been highlighted by several variables, such as AuTourism development helps in establishing a powerful brand image of a destinationAo (DV).
The role of the independent variables (IV1 to IV.
in influencing the dependent variable (DV) was ascertained.
Regression analysis was implemented as a statistical tool.
A survey instrument was created to collect information from the Only 312 participants were included in this survey.
Domestic tourists who visited various tourist 2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 destinations and attractions in Bangladesh were handed a survey questionnaire.
The demographic profiles of the respondents are presented in pie charts below:
Figure 2.
Chart (Generated from Google Survey Resul.
Figure 02 depicts the respondents' demographic profile, most of whom were single visitors who randomly visited v tourist destinations in Bangladesh.
Among the population, 72.
2% were students, 7% were businessmen, 7.
7% were service holders, 3.
8% were Social Workers, and 4.
5% were other The percentages of male and female respondents were 56.
7% and 43.
3%, respectively.
The frequency of age of the respondents was 7.
4% (Below 20 Year.
, 76.
3% .
, 6.
1% .
1% .
2% .
& abov.
The educational levels of the respondents were 3.
8% (No Educatio.
, 3.
8% (Below S.
C), 29.
2% (H.
C), 47.
8% (Graduat.
, and 15.
4% (Post Graduate and Mor.
The marital status of the respondents was 77.
they were single, and 22.
1% married.
The level of income varies among 73.
7% (Below 10,.
, 8.
7% .
,000-20,.
, 3.
2% .
,000-30,.
7% .
,000-40,.
, and 5.
8% .
,000 or mor.
Results and discussions 1 Reliability test (Using Cronbach Alpha techniqu.
The dependent variable (DV).
Autourism development helps in establishing a powerful brand image of a destinationAy, is considered the basis of data collection.
"SPSS 26" was utilized to assess the information gathered from the participants.
CronbachAos alpha and split methods were used to evaluate the data's The result of the Reliability Analysis using CronbachAos alpha techniques is presented Table 1.
Reliability Analysis Using CronbachAos Alpha technique (SPSS .
Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items CronbachAos alpha test was used to determine and validate the items' consistency.
Although its value ranges from 0 to 1, the scale cannot be considered credible unless the satisfying value is greater than 6 (Cronbach, 1.
In exploratory research, composite reliability values between 0.
60 and 0.
70 are in more advanced stages of research, values between 0.
70 and 0.
90 might be considered 2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 satisfactory (Nunnally & Bernstein, 1.
The score of the 14 identified items, as per the current findings, was 0.
840, indicating a high degree of data reliability.
2 Mean value To make information easily understandable, summary statistics condense and meaningfully present The mean, or average, approach is a popular way of determining the distribution center among indicators of central tendency.
However, the Range of Maximum and Minimum and the Variance are used to see how the data deviated from the mean value.
The overall summary of the research is displayed as the mean value.
The purpose of this study was to comprehend Sitakunda's strong brand image.
The study included certain questions to determine how people respond to the issues.
It has determined the item's mean value, which is 3.
606, indicating that the value of 4 is nearly agreed upon Table 2.
Mean value (SPSS .
Summary Item Statistics Item Means Item Variances Mean Minimum Maximum Range Maximum / Minimum Variance N of Items 3 Descriptive Statistics Descriptive statistics make the underlying information easily understandable by summarizing and presenting data in a meaningful way.
The mean, or average, approach is a popular way of determining the distribution center among indicators of central tendency.
The current study offers a few strategies for using SPSS to summarize different types of data.
Table 3.
Descriptive Statistics of Independent Variables (SPSS .
Descriptive Statistics Mean Frequency of Travel Media for choosing a travel destination Budget influences the visit to tourist destinations Promotional tools Safety and security.
Accommodation facilities Quality Food and Beverage service facilities Transportation facilities Entertainment Facilities Favorable climate Infrastructural developments.
Adventurous tourist.
Government role in policy formation.
The behavior of the local community.
Std.
Deviation The study asked respondents two more specific questions.
The motive is to determine revisit intentions and know whether a satisfied guest shares his feelings with others about their trip.
The mean is 1.
15 and 03, respectively, whereas the Std.
deviation is 1.
15 and 1.
03, which is very acceptable.
Table 4.
Descriptive Statistics of Dichotomous Questions (SPSS .
Descriptive Statistics Mean Do you have plans to revisit Sitakunda? Would you recommend Sitakunda as a tourist 312 destination to others? Std.
Deviation 2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 Valid N (List wis.
Discussions The research findings should help relevant authorities, planners, and marketers guarantee that essential tourism components are available and of adequate quality to support advancing a destination's strong brand image.
The findings will help to understand infrastructural and security problems when they visit a destination.
Websites for online media networks are among those where individuals spend time in a virtual setting.
These are the locations where auditory and visual bands are displayed.
These websites enable the sharing of content with other users, including images, music, and videos.
Millions of people have access to shared visual elements within hours.
Undoubtedly, establishing an institutional user name as a marketing strategy would help.
Additionally, disseminating the most reliable and accurate data from this source to all pertinent parties would help promote the institution and, by forming an extensive database of information, influence opinions regarding prospective guests.
Consumers can now evaluate tourism destinations or establishments more quickly, cheaply, and easily because of the rise in consumer consciousness, ease of information sharing, and capacity to review numerous comments in a virtual environment in the age of globalization.
The number of users of social networking sites is growing daily as their use spreads.
Here, when taking into account the high percentage of Internet users who book trips, comments on websites and online social media networks are significant for preferences.
Social media comments, in particular, have an important effect on users who are looking for information on travel sites they plan to visit or stay on for the first time.
Successful brand awareness ultimately transforms into a well-known and immediately identifiable brand.
To set your product apart from your rivals and other similar products, you must have a strong brand.
It is important to maintain consistency in the impressions you want to leave on current as well as prospective consumers throughout various channels, events, and advertising initiatives.
To create brand images, they need to present the current scenario of the destination, and they should be consistent in increasing brand awareness.
5 Contributions of the research The research was conducted to determine the quantity of information already available on Establishing a Powerful Brand Image of Sitakunda as a Tourist Destination.
According to the data analysis, establishing a powerful brand image is essential for making tourist destinations when tourists think about visiting destinations.
The paper's empirical insights offer information on the actual experiences and results of the brand image of Sitakunda as a tourist destination.
Through documentation of the effects of creating a brand image, this study will offer recommendations for tourist stakeholders.
This research paper highlights some important policy recommendations for creating Sitakunda's brand By emphasizing the value of community involvement, the study offers stakeholders practical suggestions for promoting the brand image that promotes inclusion in Sitakunda.
The findings section clarifies topics for additional investigation, such as destination loyalty, the assessment of online social media marketing, and the integration of brand perception of a situation.
This study provides a foundation for future researchers by outlining the research gaps in the current literature review for further This research offers an extensive understanding of the establishment of brand image in Sitakunda and provides insightful information to researchers and policymakers.
Conclusion No single innovative research study has established a powerful brand image of Sitakunda as a tourist There is no other way to increase a destination's popularity and global recognition than to establish brand image.
The study demonstrates the various features of the Sitakunda tourism location, contributing to the development of the destination's favorable brand recognition.
Other statistical methods were also employed to determine the significance of the attributes and the nature of the connection between the overall perception and distinctive features of tourism.
This study provides an in-depth understanding of the establishment of brand image in Sitakunda and provides insightful information to researchers and policymakers.
From this research, it was found that establishing a powerful brand image with the most noticeable quality-price ratio can be observed in Sitakunda.
2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279 However, several solutions have been made for various tourism stakeholders to take a constructive part in the industry in establishing a favorable brand perception for their territory.
1 Future research directions The sample respondents for this survey included visitors and Sitakunda locals.
Researchers can gather vast volumes of data from all around Bangladesh in future studies.
The topic of the study does not receive much attention in the Sitakunda setting, and it was discovered through a survey of the literature that no previous effort had been made to examine the Sitakunda tourist destination's brand image.
Consequently, this study's findings generate new literature, and there are opportunities for future studies to add to this collection of information.
The creation of an authoritative brand image for Sitakunda as a travel destination and other potential challenges for the growth of tourism in Sitakunda should be researched in the future.
2 Limitations Despite extensive planning, there were some unavoidable limitations to this study.
First, the research sample was limited to people living in Sitakunda and tourists from different areas of Bangladesh.
Second, the research was conducted within a short period, and lastly, the study budget was limited.
3 Suggestions The survey showed that 84.
6% of the respondents had plans to revisit Sitakunda and 96.
recommended Sitakunda as a tourist destination to others.
Every tourist destination has unavoidable problems, and Sitakunda is no exception.
These challenges include lodging, transportation, network systems, and security.
The government and stakeholders must improve the conditions to address these issues.
Most respondents complained about the transportation facilities and what they got from them.
Improving the overall condition of roads will help solve this issue.
In addition to these enhancements, several fresh and different modes of transportation could be Therefore, new businesses have the opportunity to expand Sitakunda's tourism offerings and build various modes of transportation.
Again, the respondents requested that accommodation systems be improved shortly after they wanted to see them in Sitakunda.
Being a naturally diverse and pilgrimage site area, there are not as many expensive, regular, or comfortable hotels and motels in Sitakunda.
Marketers should constantly provide a positive explanation regarding the quality of the products and competitive prices to generate a strong perception and build brand image and trust that Sitakunda is suitable for tourists.
Building up a strategic partnership among tourism stakeholders.
Host various events and promote them through digital channels, which may attract tourists.
Taking feedback or reviews from customers and analyzing them to improve the service benchmark.
Monitoring and measuring the improvement of tourism activity.
Several participants indicated that the safety of Sitakunda should be improved.
Political unrest has existed briefly in Bangladesh.
To avoid this situation, travelers should regularly check their status and consult a travel advisor.
Additionally, many tourists are the target of pickpocketing, armed vandalism, and occasionally kidnapping.
Local security organizations and tourism police should be more efficient in handling and checking this type of incident.
Acknowledgement The authors are grateful to their interview partners and the survey participants for their insightful The authors also thank the authors of the papers whose contributions have been referenced in the text.
The authors state that throughout the writing of this research, they had no conflicts of interest with any other party.
2025 | Journal of Sustainable Tourism and Entrepreneurship/ Vol6No3, 263-279
References