Published Paper Details:

Purpose: The Sundarbans, being a phenomenal UNESCO World Heritage Site, is not only an exceptional ecological wonder but also a fundamental and central point of interest for tourism in the picturesque nation of Bangladesh. This study dives deep into how the prospects (economic growth, social enrichment, and natural resource benefits) and challenges (infrastructure gaps, security concerns, and management hurdles) shape the performance of tour operators while uncovering the surprising role of environmental munificence (the forest's abundant yet unpredictable resources) in tipping the scales. Methodology: Through a comprehensive survey of 70 tour operators in Khulna, this research uncovers critical insights. While the Sundarbans offers promising economic, social, and natural resource advantages, these prospects only moderately enhance business performance. In contrast, challenges such as weak infrastructure, security risks, and management gaps exert a stronger influence, often hindering growth. Surprisingly, the Sundarbans' abundant environmental munificence, though a key attraction, does little to amplify the positive effects of tourism opportunities. Worse, when combined with existing challenges, they further strain firm performance. Findings: Findings reveal that while tourism opportunities, including economic benefits, social impacts, and natural resource potential, positively influence firm performance, their effect is relatively modest. Conversely, challenges such as inadequate infrastructure, security concerns, and management issues demonstrate a more substantial impact on business outcomes. Notably, the study highlights how the Sundarbans' distinctive environmental munificence plays a complex moderating role: they slightly enhance the positive effects of tourism opportunities but significantly exacerbate the negative consequences of existing challenges. Practical Implications: These insights offer practical value for tourism operators and policymakers working to balance economic development with environmental conservation in this ecologically sensitive region. The study contributes to academic literature by introducing empirical evidence about tourism dynamics in mangrove ecosystems and demonstrating how environmental factors can simultaneously enable and constrain business performance.