Abstract:
Tourism continues to occupy an important position in the global economy. It provides multiple reinforcing economic benefits to countries both developing and developed countries and Tourism contributes to transfer the wealth from rich countries to poor countries. Adventure, as a way of travel, offers deeper cultural exchange with different people and an appreciation for the fragility of places. The speed of the change in the tourism and hospitality industries requires to be kept with strategic marketing practices by tourism business holders. A proper adaptation of marketing mix with adventure operations, create a better combination to gain the competitive edge among its rivals.
This study contributes to a deeper understanding of the impact of marketing mix factors on the tourists' buying decision towards adventure products at kithulgala area, sri Lanka.It analyses the relationship between the service marketing mix and tourists' buying decision towards adventure products as the main purpose of this research.
