Enhancing Visitor Satisfaction in Bangladeshi River Tourism: Identifying and Addressing Critical Factors

Abstract

The expanding popularity of river tourism highlights the need to research the different factors that influence visitor satisfaction in this industry. The purpose of this study is to identify critical factors in enhancing visitor satisfaction in Bangladeshi river tourism. A precisely prepared study methodology was used to examine data collected from 100 visitors who had direct experience with river tourism in the Chandpur region, using a random sample method. The collected data underwent a variety of statistical analyses, including regression, descriptive statistics, KMO and Bartlett's Test, reliability testing, ANOVA, and exploratory factor analysis, with the goal of identifying the major drivers influencing visitor satisfaction in river tourism. The analysis identified destination attractions, safety and security, effective management, and accessibility of river tourism as critical factors influencing the satisfaction of visitors. Furthermore, three research hypotheses were thoroughly tested using the chi-square test, ANOVA, regression, and coefficient analysis. The research findings are expected to provide significant insights for tourism experts in developing strategies for effective planning and execution of business activities in the river tourism sector. The research concludes by outlining consequences and suggesting options for future research endeavors.