Abstract:
ABSTRACT
The tourism industry is one of the most successful and fastest-growing sectors in the world
today. It generates a large amount of foreign exchange for the Sri Lankan economy. While this
tourism industry has the potential to generate direct and indirect employment opportunities
across the country, it has also helped to alleviate the poverty of the people as well as facilitate
infrastructure development. Although the Sri Lankan tourism industry was hit hard by the
terrorist attack on Easter Sunday. As the tourism industry began to rise in the aftermath of this
attack, it became even more difficult due to the worldwide epidemic of COVID- 19. As a result
of the global epidemic, countries around the world implemented travel restrictions, limited
flights, and maintained social distancing, making it impossible to support the tourism industry.
Tourist arrivals were low due to measures taken to control the epidemic. As a result, the rural
tourism sector, including the Sri Lankan tourism industry, was severely affected. Hence, this
study is especially focused on identifying the challenges & opportunities of rural tourism during
the COVID -19 pandemic in Sri Lanka from the local community perspective. Furthermore, it
explores the community expectations after a month of a f pandemic. Primary data was collected
by the researcher from 13 local community members in the Dambulla area of Sri Lanka. Semi Structured interviews were used with a purposeful sampling technique. A qualitative data
analytical method was employed and the collected data were transcribed and analyzed using
qualitative content analysis. The study revealed information regarding general and specific
challenges, opportunities they have gained through it, and expectations from their point of view.
The findings of this research will assist the Sri Lankan government and other institutions in
better understanding how rural tourist activities engage with the epidemic and contribute to
rural livelihoods. The Sri Lankan government and the National Tourism Development
Authority can use the findings of this study to help them engage in rural tourism in the future.
This research recommendation will help keep the rural tourism industry afloat in the future and
introduce new innovative opportunities by instilling a positive attitude toward them.
Keywords: Tourism industry, Rural tourism, Community perspective, COVID- 19,
challenges, and opportunities
