International Research Conference of UWU-2019

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An Impact of Motivation on Destination Loyalty of Young Local Tourists: Empirical Evidence from Anuradhapura Tourist Destination
(Uva Wellassa University of Sri Lanka, 2019) Rajarathna, M.D.M.N.; Jayarangana, J.P.C.; Rathnayake, R.M.N.U.K.
Tourism has become a fastest growing sector of the world’s economy in recent years. It is one of the fastest growing economic sectors of Sri Lanka. Considering Anuradhapura tourist destination, most of the visitors are foreign and elderly tourists. The attractions of young local tourists were poor, but there is a trend among these young local tourists in revisiting Anuradhapura. However, there seems to have a problem with attracting young local tourists and their revisits. So, it is important to identify motivation factors that attract local young tourists to Anuradhapura. Therefore, the objective of this study is to determine the influence of push, pull motivations on tourist’s destination loyalty. The target populations for this study are the young local visitors aged between "15–35". The sample was selected through convenience sampling. A structured questionnaire was used to collect data from 200 local young tourists. The questionnaire contains push, pull factors and five - point Licked scale is employed to assess variables. Regression model was used to analyze the data. Independent variables were categorised as push, push motivation factors. Exciting, relaxation, knowledge, education and family togetherness identified as push factors. Availability of modern atmosphere, wide space and activities, suitable weather, historical and religious background, were identified under pull factors. Result shows that excitement, wide space and activities, suitable weather, historical and religious background are statistically significant at 10% level, has positive effect on destination loyalty. Therefore, it is important to improve those significant factors to attract more tourists and promote destination loyalty. This study is useful for the various tourism related organizations to identify the significant factors to take success decisions that affect for increase destination loyalty of local young tourists.
Impact of Social Media on Young Local Leisure Travellers’ Behaviour: Empirical Evidences from Tourist Destinations in Kandy District
(Uva Wellassa University of Sri Lanka, 2019) Shirmila, W.A.Y.; Herath, S.H.L.; Weerasinghe, A.J.; Jayarangana, J.P.C.
Sri Lanka has been one of the most prominent tourist destinations for travelers. Leisure travel can be defined as interest of entertaining, and relaxing from everyday life. Most of the time, leisure travel based on social media. Travel behavior represent the way in which tourists behave according to their attitudes during the traveling process. Sri Lanka Tourism Development Authority highlighted that local travelers visited in Kandy get low amount compared to other cities in 2017. Objective of this research article is to investigate effect of social media on young local leisure travel behavior of Kandy. The population representing the number of young local leisure travelers visited in Kandy. Among them, two hundred sample was selected under convenience sampling method. The questionnaire consists of demographic factors and other questions represent all variables and it measured by using Likert scale to measure the impact on young local leisure travel behavior. Significant level of variables were measured by using AMOS software and path analysis. The research identifies independent variables as frequency of travel, destination selection, social sharing and itinerary planning and the dependent variable as travel behavior. H1, H2, H5 and H7 hypothesis were significant. Destination selection and frequency of travel can be identified as intermediate variables and the significant path represent that the travel frequency has a strong influence on travel behavior and destination selection has a significant path to the frequency of travel. Social sharing positively influence the destination selection and destination selection has significant path to itinerary planning and this path was affected on the leisure travel behavior. Therefore, the study gives a positive contribution to travel organizations to increase their travel frequency. The result of the study explains that social media has a strong impact on the young local leisure travel behavior of Kandy.
Factors Influencing on Intention to Selections of Sustainable Tourism Destination: Empirical Evidence from Young Local Tourists Visits Anuradhapura
(Uva Wellassa University of Sri Lanka, 2019) Subhashini, W.M.S.; Sandamali, P.E.G.S.; Jayarangana, J.P.C.
Tourism is a significant sector for the development of any country’s economy. The understanding of visitor’s behaviours, such as motivation and attitudinal factors, are necessary for the preparation of tourist destination products. It is important for tourism destinations such as Anuradhapura to attract more visitors. According to SLTDA report data in 2017 review that no visitors visited to Anuradhapura compared with Kandy and less than the Polonnaruwa and Dambulla. Tourists travel for various motives and it is important to identify the factors that may further enhance their attractiveness to tourist destinations. Therefore, the objective of this study is to identifying the factors influencing on intention to select Anuradhapura as a sustainable tourism destination. The population of this study was young local tourists who had visited Anuradapura. Data were collected from two hundred young local tourists through a convenience sampling method, using structured questionnaire and analysed by using SPSS. Researchers developed a model through literature review containing environment attitude, motivation, destination image, word of mouth and perceived service quality. Result shows that environmental attitude, motivation, WOM and perceived service quality are significant and positively influenced to the tourists’ intention to select sustainable tourism destination. Tourism related organizations need to concern about above significant factors and giving special attention on perceived service quality and motivation factors due to higher coefficient was reported. This research contributes to extending knowledge in sustainable tourism destination in the context of emerging markets. By fully understanding the relationship between future behavioural intention and visitors while taking into consideration the determinants of behavioural intention, destination tourism managers would better know how to develop an attractive image that improves and sustains tourist patronage.
A Study of the Impact of Visitor Facilities on Visitors’ Satisfaction in Pinnawala Open Air Zoological Garden (Special Reference to Domestic Visitors)
(Uva Wellassa University of Sri Lanka, 2019) Naleef, M.N.M.; Tennakoon, T.M.P.S.I.; Nawarathna, A.M.D.B.
Tourism has grown as one of the largest industries and sources of income generation in recent years among the countries in Asia. Sri Lanka has proved to be one of the fastest growing tourist destinations. Pinnawala Open Zoo is a zoological garden which is situated closer to the Pinnawala Elephant Orphanage and is the first open air zoo in Sri Lanka. Tourism scholars have concentrated on visitor satisfaction as an antecedent of the facilities available in the zoological garden (Snijder, 2013). According to sustainable development target of 2020, zoo should be as self-sustainable organization and it ensures the income of the zoo increased through increment of visitor popularity. Hence, the purpose of the study was to identify the existing level of visitors’ satisfaction on visitor facilities, to identify the relationship between visitor facilities and visitor’s satisfaction and to investigate the significant factors impact on visitor satisfaction in Pinnawala zoological garden. The primary data was collected by the author from 150 domestic tourists using convenience sampling technique and tested 12 hypotheses. Quantitative data analytical method was employed in analyzing the data using descriptive statistics, correlation coefficient and multiple linear regression analysis. The finding reflects that there is a strong positive relationship with visitor facilities on visitor satisfaction of the domestic tourists of zoological garden.
Eco Tourism Potentials of Waterfalls in Sri Lanka (With Special Reference to Selected Waterfalls in Badulla District)
(Uva Wellassa University of Sri Lanka, 2019) Bandara, A.M.I.L.; Kulathilaka, C.J.P.
Sri Lanka is home to many scenic waterfalls that have created diversified destinations for tourists both local and foreign. Contemporarily, waterfalls are identified as a growing tourism market as the eco-tourism concept emerging in Sri Lanka. But there is lack of scholarly work carried out on eco-tourism potential of Sri Lankan waterfalls. Thus, this study conducted to investigate the eco-tourism potential of waterfalls in Sri Lanka, particularly selected waterfalls in Badulla district. The objectives of the study were to examine the existing tourism destination attributes in selected waterfalls in Badulla district, to identify eco-tourism potential of them and to ascertain the relationship between eco-tourism potential and destination attributes. Data were collected with the aid of questionnaires from a sample of 150 tourists consist with 75 local and 75 foreign with the use of convenience sampling technique. 05 waterfalls were selected for the study namely, Dunhinda falls, Diyaluma Falls, Bambarakanda Falls, Ravana Falls and Bomuru Falls based on judgmental sampling. The descriptive statistics and Karl Pearson’s correlation coefficient was used for the data analysis. Multiple linear equation was constructed with respect to study the variables that come under the 5A’s concept which consist of Attraction, Accessibility, Activities, Accommodation and Amenities. The study concluded that, eco-tourism potentials of waterfalls in Badulla district have significant relationship with accommodation, amenities, attraction and activities. The study recommended to develop more tourism activities, accommodation facilities and amnesties to attract more tourists to waterfalls for eco-tourism.
Environmentally Responsible Behaviour in Ecotourism: Evidence from Eco Tourists in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2019) Ranaweera, R.A.A.K.
Eco tourism is also one of the fastest growing segments among the tourists in the world. This study presents the empirical findings of a quantitative study which looks at environmentally responsible behaviour of tourists engaged in ecotourism in Sri Lanka. Based on the past researchers, this study carried out through behavioural model in which perceived value, satisfaction and activity involvement with respect to the environmentally responsible behaviour. The objectives of the research are to identify the profile of eco tourist in Sri Lanka, to identify the relationship of perceived value, satisfaction and activity involvement with respect to the environmentally responsible behaviour, to identify the effect of perceived value, satisfaction and activity involvement with respect to the environmentally responsible behaviour. Research data mainly depend on the primary data collected from 100 eco-tourists in Ella and Horton plains eco-tourism destinations. Judgemental sampling technique addressed for the study and data collected through structured questionnaire. In order to achieve the objectives of this research, the researcher conducted descriptive analysis, Pearson correlation analysis, and multiple regression analysis. The results show that environmentally responsible behaviour show during and after the delivery of the travel experience. According to the research perceived value, satisfaction and activity involvement can promote environmentally responsible behaviour of tourists. While perceived value directly affects environmentally responsible behaviour, satisfaction & activity involvement can additionally enhance the environmentally responsible behaviour. Finally, based on the determinants, researcher discussed responsibilities of the tourism service providers & other responsible parties to increase the quality of the experience of eco travellers.
Need Analysis of a Context Aware Mobile Tour Guide Application to Uphold Sri Lankan Tourism Industry
(Uva Wellassa University of Sri Lanka, 2019) Ganewatta, N.P.; Kulathilake, C.J.P.; Dilshan, N.W.T.
Tour guides are front line employees who are very accountable for the complete impression and satisfaction with the tour services provided by a destination. But with the development with new technology, travel and tourism industry have attempted to adopt various new concepts. Context aware mobile tour guide application is one of the latest concepts that the software developers have come up with. This study was conducted to identify the need of the context aware mobile tour guide application to uphold Sri Lankan tourism industry. The study used thematic analysis method to analyze qualitative data using Microsoft Excel. According to the findings of this study, there were 6 main reasons for rejection of tour guide services and states that there are infirmities of human tour guides in tourists’ and tour operators’ perspective. Finally this investigates the need of the context aware mobile tour guide application to the industry and present some suggestion and directions to the future research.
Assessing the Impact of Marketing Mix Factors to the Development of Gem Tourism in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2019) Buddhika, H.L.C.; Fernando, P.I.N.; Dilshan, N.W.T.
Tourism industry is rapidly growing industry in the world. Also with the global completion of the world, most of countries are considering different tourism sectors. As a result of that niche tourism concept become a most important aspect of tourism industry. In this study focused on gem tourism. It is one of the untapped niche tourism segments in the world. Sri Lanka is country which has a great potential for gem tourism with its resources. In this respect, this study attempted to explore gem tourism develop within a Sri Lanka with special reference to Rathnapura, Colombo and Kandy. Since, marketing mix factors are critical in any form of tourism to develop, the main purpose of this study to identify the impact of the marketing mix factors to develop gem tourism in Sri Lanka .After the extensive literature review, a conceptual framework has been developed based on the 7 P’s in marketing mix. In this study quantitative method used to assessing the marketing mix factors to develop gem tourism from gem tourist’s perspectives and questionnaire based survey used to collect data with the convenience sampling techniques. Also qualitative method used to identify the opportunities and barriers from service provider’s perspectives and structured interview used to collect data. Initially, descriptive analysis was carried out to screen the existing situation of gem tourism. Further, Pearson correlation analysis and the multiple linear regression analysis have been used as analysis techniques. According to the research findings product and place have the strong positive relationship with gem tourism development and product is the most significant element. Also according to the thematic analysis, unique and quality gems were the main opportunity and lack of promotion was the main barriers for the gem tourism development. Also have to keep more attention to develop gem tourism from the service providers and need to focus on different promotional techniques.
An Analysis of Foreign Passenger Satisfaction on the Service Quality at Bandaranaike International Airport
(Uva Wellassa University of Sri Lanka, 2019) Heiyanthuduwa, H.D.N.J.; Damunupola, A.K.A.; Kumara, P.H.T.
This study aims to investigate foreign passenger satisfaction on the service quality at Bandaranaike international airport. BIA is the major international airport in Sri Lanka. Passenger satisfaction arises when a company can provide benefits that exceed passenger’s expectation. Sleeping airport website has ranked BIA as 10th worst airport in Asia. BIA was ranked 25th out of 37 Asian airport surveyed. A study done by Air Transport Research Society on productivity has identified BIA as a low efficient airport in the Asian region. The sample size is 200 foreign passengers among 1.5million annual population. Convenience sampling is selected as sampling technique and selfadministered questionnaires are used to collect data. Correlation analysis is used to identify the existing level of the service quality and the passenger satisfaction at BIA. In order to identify the impact of the service quality on the passenger satisfaction at BIA, researcher utilized simple linear regression analysis and used multiple linear regression analysis to identify the service quality determinants mostly influence for passenger satisfaction. Hypothesis developments are accepted and show the significant positive relationship between independent and dependent variables. The demographic profile of foreign passengers expose strong facts of Sri Lankan tourism industry and its potential to growth by identifying the prospectus target market. When consider existing situation of foreign passenger satisfaction at BIA, foreign passengers are almost agree with the passenger satisfaction. Tangibility, responsiveness, assurance and empathy have good impact to airport service satisfaction. According to the findings of the study, passenger satisfaction should improve through physical facilities and reliability of service providers.
Does Begging Add Flavour to Tourism Destinations in Sri Lanka?
(Uva Wellassa University of Sri Lanka, 2019) Wijesundara, W.G.S.R.; Danthanarayana, C.P.; Idroos, A.A.
Begging has been identified as a major types of tourist harassment in many destinations in the world. And also, it is considered as a survival activity conducted by people who lack with other categories of income generating activities. Hence, various forms of begging exit in many tourism destinations treating it as a profitable profession from the beggars’ perspective and as a harassment from tourists’ perspective. As a popular tourist destination, currently, Sri Lanka faces this uncontrollable social and economic problem. Therefore, this study focus to identify the begging types and to analyze the tourists’ perspective on begging types exist in tourism destinations in Sri Lanka. The research area for the study was south coastal belt due to high number of tourist arrival and the many tourist harassment reported from the area. Tourists visiting south coastal belt being the research population, the sample was 200 tourists which were selected through stratified sampling technique. Primary data was collected through interviews and observations and data was analyzed using qualitative method. The results revealed that the most exist begging types were disabled, children, adult, busker and performance etc. Many respondents of the study agreed that begging forms like performance, vending and busker etc., represents the local culture and tradition by adding a flavor to the destination. Therefore, future research should be focused on quality enhancement of positive begging forms and reducing negative images traditionally associated with begging.
Role of Stakeholders in Promoting Pro-Poor Tourism in Uva Province
(Uva Wellassa University of Sri Lanka, 2019) Karunarathne, A.C.I.D.; Ranasinghe, J.P.R.C.; Nawarathna, A.M.D.B.
Tourism is given a great significance in most of the developing countries around the world as a tool driven for the economic development. Although the poverty reduction is not usually at the core intentions of the tourism agenda, yet tourism is a significant piece in many poor countries and is already affecting the livelihoods of millions of poor people, positively and negatively. Hence, the pro-poor tourism (PPT) is a globally growing concept intended to reduce poverty by increasing net benefits for the poor from core tourism activities in the rural economies ensuring the core elements of sustainability. Badulla District being one of the poorest in the country rich with numerous tourism resources, PPT can be used as a magnetic solution in developing rural economy. Purpose of this study was to identify the role of different stakeholders in developing PPT in the Uva Province. A sample of 20 was selected using convenient sampling technique including 02 academics, 03 government officers representing the provincial tourism, 08 community members and 03 school teachers from Mahiyanganaya, Ella, and Lunugala DS divisions, and 04 tourists from Ella in the study. The semi structured interview method was used to collect primary data. Results from the thematic analysis reviewed that the access for poor to the market is not sufficient in the current tourism hierarchy. Further, the need for a broader policy framework was highlighted with a participatory approach. Awareness on tourism industry and its benefits to the grass root level, necessary actions to fill the skills gap to develop enterprises and local capacity, managing costs and expectations, maximizing collaboration across stakeholders, and participation in decision making were significant highlights by all levels of stakeholders. The pro-poor tourism initiatives will be a successful key to unlock opportunities for the poor –for economic and financial gains, as well as other livelihood benefits.
Visitors’ Satisfaction on Sustainable Tourism Practices in Beach Tourism; With Special Reference to Nilaveli Beach
(Uva Wellassa University of Sri Lanka, 2019) Jassintha, S.; Karunarathne, A.C.I.D.
Beach tourism is one of the most popular areas for outdoor recreation activities. It has grown significantly and generates numerous environmental, socio-cultural and economic impacts. Nilaveli is one of the long sandy beaches in Eastern Coasts. However, the “Sustainability” is one of the key concepts growing all over the world. However, various stakeholders have taken number of initiatives to enhance the quality of visitor experience in the destinations. Therefore this contemporary study was to determine the existing sustainable tourism practices in Nilaveli Beach area, to analyse the tourist satisfaction on such practices and to develop a sustainable tourism model for beach tourism. For this study, the primary data was collected through structured interview from 15 sample units to identify the existing sustainable tourism practices and structured questionnaire from 200 inbound tourists in Nilaveli Beach to identify the visitors’ satisfaction. Tourist’s satisfaction level was identified in terms of environmentally, socio-culturally and economically sustainable tourism practices. Thematic analysis and Descriptive statistical analysis was used to achieve the research objectives. Study finds majority of the visitors are satisfied on socio-culturally and economically sustainable tourism practices. Most of the visitors satisfied on economically sustainable tourism practices. Consequently the study shows that environmentally sustainable tourism practices are not sufficiently available and it should be further improved in Nilaveli Beach specially it’s good to concern marine environment and the beach cleanliness. Sign boards should be replace with the marine environment conscious information, diving instructors and boat operators should take care about corals and marine environment.
Empirical Study on Impact of Residents ‘Characteristics on Tourism Development (With Special Reference to Mahiyanganaya)
(Uva Wellassa University of Sri Lanka, 2019) Alwis, L.L.K.S.; Wijesundara, W.G.S.R.
Tourism is a one of the fastest growing industry in the world. Tourism development has been identified as a key performance indicator in tourism industry. The support of the residents’ is very much important for the tourism development. Therefore this study focused on the evaluation of the relationship between residents’ characteristics and tourism development with special reference to the Mahiyanganaya. This study focus to identify the existing residents’ characteristics and tourism development in Uva province, to identify the relationship between residents’ characteristics and tourism development and to recognize most significant characteristic that influence on tourism development in Uva province. The study investigated four major dimensions of resident characteristics in general (residents’ experience, length of residency, active engagement and knowledge about tourism). A sample of 150 residents was drawn using convenience sampling technique who are engaging tourism related activities in Mahiyanganaya. Primary data was collected by using self-administrated questionnaire. Data was analysed with SPSS version. Besides, the data were analysed by using descriptive statistics, correlation coefficient analysis and multiple regression analysis to achieve the objectives of the study. Findings of the study revealed that there is a positive relationship with residents’ characteristics and tourism development. Further, active engagement and knowledge about tourism are significantly influence on tourism development while length of residency and residents’ experience are not significantly influence. Respondents were moderately satisfied with the existing level of characteristics; length of residency and resident experience.
Perceived Potentials to Promote Bird Watching in Mannar District, Sri Lanka
(Uva Wellassa University of Sri Lanka, 2019) Dolfina, S.K.; Wijesundara, W.G.S.R.; Thennakoon, T.M.P.S.I.
The Gulf of Mannar has biodiversity-rich ecosystem to attract nature loving tourists to Sri Lanka. Bird watching is one of the favorite activities in the tour packages of nature loving tourists even though, bird-watching in Sri Lanka is an untapped niche tourism. Sri Lanka has a great potential for bird watching tourism. Mannar is one of the bird watching tourism markets. Recently, close attention has been taken by bird watching tourism as an environmental friendly way of generating income for the local Community. By identifying the empirical gap, this study focused to identify the tourists’ profile while observing the prevailing nature of bird watching and to identifying the potentials to promote bird watching in Mannar district. The data was collected through a questionnaire with a sample of 100 tourists visited Mannar district employing convenience sampling method and semi structured interviews were conducted with 20 government bodies, service providers and residence of bird watching area. The mixed method was employed to analyse the data. The findings of the study shows that, the most of the bird watchers who were male are educated and high income earners. The majority of them are around 40 - 49 age group, travelling with the purpose of bird watching than the other purposes. Further, Mannar having a rich potentiality for promoting bird watching because of the availability of variety of birds and bird watching areas, knowledgeable guides, accessibility and infrastructure, good weather condition and bird watching information source etc. Moreover, government and other responsible bodies should focus on bird watching in tourism planning and development in the destinations.
Adoption of IT Practices with Suppliers and its Impact on Operational Performance: E-Business Perspective (With Special Reference to Travel Agencies in Colombo District)
(Uva Wellassa University of Sri Lanka, 2019) Fernando, W.A.C.; Fasana, S.F.; Nawarathne, A.M.D.B.
Across the industries, firms have adopted e-business initiatives to better manage their internal business processes as well as their interfaces with the environment. Development of the technology changed the travel and tourism industry and tourists are moving towards online methods. This creates a competitive environment to the traditional travel agencies. It is important for travel agencies to maintaining a better relationship with suppliers to deliver a quality service to the customers. Hence, the main purpose of this study is to examine and test a moderating effect of supplier relationship quality which integrates the Information Technology (IT) with suppliers (i.e. e-procurement and e-communication) and operational performance in the SME travel agency. Primary data was collected from a sample of 72 SME travel agencies in Colombo district registered under Sri Lanka Tourism Development Authority and random sampling method was adopted. Descriptive analysis, Pearson correlation coefficient and multiple regression analysis techniques were used to analyze data and Adrew Hayes Process Macro was utilized to identify the moderation role of selected variables. Research finding indicated that e-procurement and e-communication have a positive relationship with operational performance. Eprocurement significantly and positively influences on operational performance while there is no significant effect found between e-communication and operational performance. Furthermore, supplier relationship quality moderates the effect with the eprocurement and operational performance of SME travel agencies. Results suggested that, even IT adoption of SME travel agencies are in a considerable level, furthermore traditional travel agencies should develop their IT practices with the suppliers and strengthen the relationship quality with suppliers to survive in the travel and tourism industry.
Study the Impacts of Destination Attributes to Promote Madhu Church as a Religious Tourism Destination
(Uva Wellassa University of Sri Lanka, 2019) Kesavan, S.; Fernando, P.I.N; Nawarathna, A.M.D.B.
Tourism is a vital contributor to the economy of any nation, with it being a prime foreign income earner. The three decades war ended in May 2009 in Sri Lanka and it was a remarkable point in the development of the tourism industry in the Northern and Eastern parts of the country. Madhu Church is a place of devotion and rituals visited by Catholics, Hindus and Buddhists of Sri Lanka. Local and foreign investment is constantly flowing into the sector although religious and cultural tourism is not promoted as a special product of the industry. Hence, the purpose of the study was to identify the impacts of destination attributes to promote Madhu Church as a ritual tourism destination. Primary data collected by the author from 150 respondents including 75 of domestic and foreign tourists using judgmental sampling technique. And also, primary data was collected by using selfadministered questionnaire. Quantitative data analytical method was employed in analyzing the data. Data analysis was employed, using descriptive statistics, correlation analysis and multiple regression analysis. Findings of the study revealed that, there is a strong positive relationship between the destination attributes and the promotion potential. And also, barring the available tourism packages, destination attraction, accessibility, amenities and activities done in the region strongly influence the promotion potential level.
Identifying Potentials to Promote Kalawewa as a Tourist Destination
(Uva Wellassa University of Sri Lanka, 2019) Herath, H.M.L.M.; Thennakoon, T.M.P.S.I.; Dilshan, N.W.T.
Sri Lanka is a country rich with natural, cultural and historical attractions while some of the destinations are not much popular among tourists visiting Sri Lanka. Kalawewa is an area rich with different tourist attractions like Kalawewa reservoir, Aukana Buddha statue, Kalawewa national park, Vijithapura and Reswehera ancient temples. According to previous literature it has defined that this area has numerous resources and it only utilized small fraction of total by the tourism industry. This study aimed at identifying potentials to promote Kalawewa area as a tourist destination and the objectives of the study are identifying the current tourism situation, identifying potentials and developing potentials to promote and increase the retention period of tourists. Data for the study were collected using semi structured questionnaires distributed among sample of 100 tourists who visited Kalawewa and 100 community people live in the area using convenience sampling method. The main analytical technique of the study was exploratory factor analysis. If Kalawewa area is promoted as a main destination for tourists, the main influential factor of the tourists is preferred activities and ancillary services and in community most influential factor is financial support and tourism education. This study recommended to develop infrastructure facilities, ancillary services, provide financial support and other related facilities, provide more knowledge and awareness about tourism industry with the support of public and private parties and build good private and public partnerships among the organizations and also by increasing the awareness using different kind of marketing materials and the use of advanced technology will increase the number of tourists’ arrivals and retention period of tourists. Finally this study has identified the potential factors to promote Kalawewa area as a tourist destination.
Challenges and Opportunities for Community Based Tourism Development in Sembuwaththa
(Uva Wellassa University of Sri Lanka, 2019) Godage, T.G.I.M.; Wachissara, P.; Damunupola, A.K.A.
Today tourism industry is a rapidly growing industry in the world as well as in Sri Lanka. Hence, the demand of travelling for experiencing the community based tourism related activities within the world is gradually increasing. The concept of community based tourism is a type of tourism that takes socio, economic and environmental sustainability in to account. In this context, this study specially focuses on identifying the key challenges and opportunities for CBT development in Sembuwaththa tourist destination which is located in Matale, Sri Lanka. Further study also attempts to find out the attitudes and perception of local communities on tourism development in Sembuwaththa tourist destination. In order to achieve these objectives, data were generated through qualitative (in-depth interviews) and quantitative (survey questionnaires) approaches. The researcher has collected data from 10 local community people who are living in Sembuwaththa area and 100 tourists who visited this area according to the convenience sampling method. The quantitative data were analyzed by using descriptive statistics and exploratory factor analysis with the support of SPSS 21.0 version while qualitative data were used to validate the study. In this research several challenges have been identified for CBT development in the study area. Such as lack of knowledge and interest of local community towards CBT, language barriers of local community and lack of infrastructure facilities were identified as challenges. However, number of opportunities like the strategic location site, tourists has high satisfaction level and revisit intention towards the destination after they visited the site, high demand for recreational activities and positive attitude of the CBT participants towards CBT were identified as opportunities for CBT development in the area. This article proposes strategies to develop the tourism industry in the destination with the community participation in sustainable manner.
Analysis of Tourism Destination Competitiveness in Nuwara Eliya Region (Supplier’s Perspective)
(Uva Wellassa University of Sri Lanka, 2019) Karunarathna, H.D.C.M.; Herath, H.M.W.M.; Damunupola, A.K.A.
Destination is places where tourism has developed extemporary or has been actively encouraged. A competitive advantage can be achieved if the universal appeal of the destination is valuable to that of optional destination to potential visitors. Destination to become competitive they must strategically promote specific features distinguishing them from similar destinations or establish competitive advantages. According to the Sri Lanka Tourism Development Authority (SLTDA) statistical report 2016, the tourist occupancy rate in high country has been gradually increased. Further Nuwara Eliya and Rathnapura are major tourism destination in high country. Therefore this study selected Nuwara Eliya as a tourism destination. This study mainly focuses on to identify the existing destination attractive determinants, relationship between destination attractive determinants & destination competitiveness and also most significant destination attractive determinant on overall destination competitiveness in Nuwara Eliya region, The study uses model to investigate the destination competitiveness, addressing the following destination attractive determinants : inherited resources, created resources, supporting factors, destination management, and situational conditions. This study is useful to tourism stakeholders and it serve as a guide for other destinations seeking to understand their competitiveness. Research is mostly based on Primary data and researcher used convenience sampling method used to collect data from the 50 tourism industry stakeholders who are in the Nuwara Eliya region. Data were analysed by using SPSS. The results revealed that destination management and situational condition are existing destination attractive determinants , There is a positive relationship between destination attractive determinants and destination competitiveness and also created resources are the most significant destination attractive determinate out of the five determinants.
Role of Destination Attributes on Domestic Tourists’ Revisit Intention Towards Wetland Parks of Sri Lanka (Special Reference to Wetland Parks in Colombo District)
(2019) Dilrukshi, K.J.; Tennakoon, T.M.P.S.I.; Nawarathna, A.M.D.B.
Wetland parks have been identified as an alternative travel destination for domestic tourists in general and a major recreational space for urban Travellers. Tourism scholars have concentrated on repeat visitation as an antecedent of destination loyalty. The tourists assess their intention to revisit a certain destination or preference based on the results derived from interplay of multiple factors. However, the scholars have contradictory findings of determinants of revisit intention of tourists. Hence, the purpose of the study was to identify the existing level of destination attributes and revisit intention of the domestic tourists, to identify the relationship between destination attributes and Revisit intention of the domestic tourists and to recognize most significant attributes influence on revisit intention of domestic tourists in wetland parks. The primary data was collected by the author from 240 domestic tourists using convenience sampling technique and questionnaire consist 42 questions from main three sections. Quantitative data analytical method was employed in analysing the data using Descriptive statistics, correlation and multiple linear regression analysis. The Finding reflects that there is a strong positive relationship with destination attributes and Revisit intention of the domestic tourists towards wetland parks of Colombo district. Further it reveals that, destination attraction, accessibility, amenities, ancillary services, available packages and activities are significantly influence on tourist revisit intention towards wetland parks while destination attraction and the amenities significantly influence on re-visitation of the domestic tourists in a huge manner. Introducing innovative applications and new blogs, launching of new tourist map and promotional social media campaigns directly effect on revisit intention of the domestic tourists towards wetland parks of Sri Lanka.

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