Browsing by Author "De Silva, Y.R.P."

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    Promoting Value-added Tourism in Sri Lanka using Michael Porter’s Value chain model
    (Uva Wellassa University of Srilanka, 2011) Perera, S.S.N.; Fernando, M.T.N.; De Silva, Y.R.P.
    Note: See the PDF Version Tourism has been identified as one of the booming industries in Sri Lanka. In fact, revenue of U.S. $ 585m is projected to be earned through tourism in 2011. The study focuses on adding value to the tourism industry whenever it is possible. Michael Porter's value chain analysis (1985) has been used as the key model in identifying the value triggers. While the research reveals many positive aspects of the tourism industry as a whole, there are main weaknesses such as the inappropriate behavior of the locals at the presence of tourists that tarnishes the image of the country. For a tourism-based economy to sustain itself in local communities, the residents must be willing partners in the process. Their attitudes toward tourism and perceptions of its impact on community life must be continually assessed (Allen et al., 1988). Value addition in this industry should be viewed as a collective effort. The extent of vertical integration of the value chain is very significant for a number of the international tour operators (Kreag. 2001).Tourism businesses depend Extensively on each other as well as on other businesses, government and residents of the local community (Stynes., 1999). All the human resources, services and the products that tourists consume should be reviewed to ensure that they are willing to pay extra for the satisfaction that they receive. These linkages, however, only benefit the local economy if local products and services contribute significantly to the value added (Granzin & Jesupatham., 1999). On the other hand, it is the responsibility of the country to ensure that the revenue thus generated retains in the country. The long-term sustainability of tourism rests on the ability of community leaders and tourism professionals to maximize its benefits and minimize its costs. The achievement of maximum value addition in tourism by stimulating the synergies between the public sector agencies and ministries that impact on tourism is compounded by the fact that the role of the private sector will also have to be taken into consideration.