Abstract:
ABSTRACT
The tourist industry is one of the largest umbrella industries, comprising thousands of
sub-industries. Surfing tourism is an emerging world tourism trend. The Covid-19
pandemic has altered the situation on a global scale. Almost all industries fell due to
the Covid-19 pandemic, with tourism suffering the most. As a result, the surf industry
suffered for a long time. With the Covid-19 new normal conditions, the surf tourist
business is struggling to adapt to the Covid-19 new normal condition. This research
aims to study the challenges of surf tourism in the Hikkaduwa area under Covid-19's
new normal conditions, special reference on service providers' perspectives. The
research study was carried out with the primary objectives of identifying the problems
in surf tourism under covid-19 new normal conditions in Hikkaduwa and identifying
the potential to develop surf tourism under covid-19 new normal conditions
Hikkaduwa. The research was conducted using a qualitative approach, and data were
obtained from 14 respondents using the purposive sampling method during semi
structured interviews. The data was manually evaluated using the content analysis
method. The study's findings revealed significant challenges under the covid-19 new
normal state in the Hikkaduwa area, as well as the potential to develop surf tourism in
the Hikkaduwa area. Through government involvement and a sustainable approach to
developing surf tourism in the Hikkaduwa area, It will be able to ensure surf tourism
service providers and surf tourism well-being.
Keywords: Surf tourism, Covid-19 new normal condition, Challenges, Service
providers, Potential
