Browsing by Author "Kasthuri, W.G."

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    A Comparative Study on the Influence of Promotional Mix Factors on Domestic Tourists' Destination Choice: Evidence from Dambulla & Sigiriya UNESCO World Heritage Sites
    (Uva Wellassa University of Sri Lanka, 2018) Kasthuri, W.G.; Kulathilake, C.J.P.
    The domestic tourism in Sri Lanka has a long history. A specific feature of domestic tourism in Sri Lanka is the rising middle class that emerged with the opening up the economy of the country. Strategies used in tourist destinations and the factors affecting tourists' destination choice are highly important for the promotional activities. This study depends on domestic tourists' destination choice with respect to two UNESCO World heritage sites. According to Annual Statistical Report of Sri Lanka Tourism Development Authority, it is revealed that there are lowest domestic tourist's arrivals to Dambulla heritage site and highest domestic tourist's arrivals to Sigiriya heritage site. Hence, the intention of this paper is to fill the gap in literature using secondary and primary data. Primary data were gathered through distributing a self-administered questionnaire and fifty domestic tourists per destination were selected by using convenience sampling technique. Correlation coefficient analysis and Regression analysis were used for the purpose of data analysis. Results revealed that the public relations were the most significant tool influence on destination choice in Dambulla heritage site and personal selling was the most significant tool influence in Sigiriya heritage site. According to the results, Dambulla heritage site should consider the other promotional activities such as personal selling, advertising and sales promotions to enhance the domestic tourist arrivals.
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    A Comparative Study on the Influence of Promotional Mix Factors on Domestic Tourists’ Destination Choice with Special Reference to Dambulla & Sigiriya World Heritage Sites
    (Uva Wellassa University of Sri Lanka, 2017) Kasthuri, W.G.
    The main aim of this research was to identify the influence of promotional mix factors on the domestic tourists' destination choice with special reference to Dambulla and Sigiriya heritage sites. The objectives of this study are; identifying the demographic factors of the tourists, relationship between domestic tourist destination choice and promotional mix factors and identifying the most significant factor influence the destination choice. The scope of this study was also based on domestic tourists who visited Dambulla and Sigiriya world heritage sites. The study was a quantitative research, using structured questionnaire survey to collect data from 50 domestic tourists who were traveling to Dambulla and Sigiriya heritage sites separately. The descriptive statistics, correlation analysis and multiple linear regression analysis were used to analyze the result of this research. The findings from the descriptive analysis showed that the majority of the respondents were female for both destinations and Sigiriya had the highest female tourists' arrivals among them. The age category highest number of tourists who were visited the site between 21 — 30 and 31-40 years Sigiriya and Dambulla respectively. Most of the tourists who visited Sigiriya and Dambulla heritage sites had advanced level of education and diploma level of education respectively. The majority of domestic tourists who visited Sigiriya and Dambulla heritage sites are working under private sector and public sector respectively. When considering both destinations, most of tourists visited due to the purposes of heritage and culture, leisure and business. When considering the influence of promotional mix factors on domestic tourist's destination choice, public relations and advertising tools had a relationship with destination choice of tourists in Dambulla destination. In Sigiriya destination, advertising, public relations, sales promotion and personal selling tools had a relationship with destination choice. According to the domestic tourists' destination choice in Dambulla heritage site, public relations were the most significant tool influence on tourists' decision. In Sigiriya destination, advertising was the most significant tool influence on tourists' decision.