Ecotourism has been recommended for multiple outcomes that foster environmental protection in developing nations. Through careful management of natural resources and low-cost funding approaches, ecotourism has the potential to be a viable choice. It has been depicted as an environmentally and socially responsible type of tourism that may limit damage to the atmosphere and local communities while benefiting wildlife and serving as a form of entertainment for tourists. Tourism studies revealed that ecotourism in Bangladesh had several setbacks, resulting in environmental difficulties, the unwillingness to visit destinations and security issues. Therefore, this study aims to explore the critical concepts about the image of the destinations and a feeling of reluctance in selecting ecotourism destinations in the narrow and specific sphere. This study also places high importance on tourists’ motivation for travel and the impact of gender on travel decisions. More precisely, the relationship between the above constructs toward ecotourism expansion in developing countries like Bangladesh is rarely studied. The rising security fears and image issues for ecotourism destinations have become an escalating concern for ecotourism destination marketing in Bangladesh. It is generally agreed that the initial research offered specific unknown gaps concerned with numerous benefits, such as employment. This study also integrated a conceptual framework based on the theories of the “Stimulus-Response Model of Buyer Behaviour” and the “Push-Pull Model” to address this knowledge gap. The conceptual framework was then empirically verified to resolve the research problem. The mediating variable, “travel motivation”, combined with other constructs in the conceptual framework, had never been tested empirically in the context of ecotourism. However, this study adopted quantitative approaches with a structured survey questionnaire. The questionnaire was pretested, refined, and then finalised for the survey. A total of 364 usable responses were collected from tourists who visited Bangladesh’s ecotourism destinations. Eight hypotheses embodied the relationships between the constructs. The suggested hypotheses sought to uncover structural relationships among the five constructs in the model through a series of analyses using SPSS and AMOS (Version 25). The study’s findings revealed that most of the research hypotheses were well supported and contributed to the body of knowledge within tourism literature. It was advocated that an appropriate image would encourage tourists to visit Bangladesh’s ecotourism destinations. Acquiring an in-depth awareness of the multi-dimensional nature of risk is essential for tourists and ecotourism; otherwise, that may negatively influence tourists’ minds. The outcome of this study will encourage sustainable development, influence tourists’ decisions, and provide relevant knowledge about destinations for local and international tourists. Finally, it will also provide significant implications for the government of Bangladesh, ecotourism stakeholders and marketers to undertake specific efforts to promote Bangladesh ecotourism.

Bangladesh’s economy being a small one is home to a huge number of private commercial banks offering homogenous products giving rise to fierce competition within the industry. Gaining substantial customer loyalty can help bank companies survive the competition in the industry. This study tried to examine the impact of service quality and perceived value on customer loyalty as the products of the mediating role of customer satisfaction. A structured questionnaire embodying the five-point Likert scale was developed and disseminated among 400 customer respondents chosen proportionately according to the number of branches operating in four administrative divisions in Bangladesh under eight bank companies belonging to different four generations.367 responses were found to be usable. The structural equation modelling (SEM) was used by resorting to Statistical Package for Social Science (SPSS) and Analysis of Moment Structures (AMOS). This study reveals that service quality, perceived value, and customer satisfaction positively influence customer loyalty and that the positive impacts are significant. Additionally, this study suggested that private commercial banks in Bangladesh ought to continually gratify customers by ensuring the quality of service and enhancing perceived value, thereby gaining customer loyalty. Since service quality is indispensable for attaining customer satisfaction and thereby winning their loyalty, and in line with this the study suggests that the customers be dealt with core service, tangibles, service delivery, reliabilities, and competencies to raise their level of contentment and persuade them to revisit private commercial banks. Again, the dimensions of perceived value which include functional, emotional, and social be addressed towards reproducing experience in customers’ favour and convincing customers to stay with the banks. As the implication, this study highlighted to the scholars and professionals in the banking industry may resort to the findings of the study for having a better understanding of how the different relevant factors give rise to customer satisfaction, which in turn creates customer loyalty, and how they influence each other as well. The outcomes of the study will assist the practitioners in which innovative and distinctive marketing strategies are to be devised to enhance customer loyalty.