A Study on the potentials, barriers, and challenges for tea tourism development in Post-COVID 19 (With special reference to Kallebokka Tea Estate)
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Date
2017
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Uva Wellassa University of Sri Lanka
Abstract
ABSTRACT
Tourism has been regarded as one of the world's largest and fastest-growing industries. Its rapid growth
and expansion, large inflows of foreign exchange, and infrastructure development activities have an
overall impact on the economy's sectorial performance. Niche tourism is concerned about the consumer
market segment's interests and travel desires making the destination more attractive, responsive and
marketable. Tea tourism is one of the key niche tourism segments that emerged with a new trend of
sustainable tourism. Since, Sri Lanka has a prominent Ceylon tea brand image embedded with a quality
value proposition to worldwide consumer segments, tea could also be turned into multiple channels of
revenue generation to the tourism sector. Meanwhile, Sri Lankan tea estates find unique natural beauty
with landscape and comfortable climatic condition to attract tourists to involve in tea tourism activities.
This study aims to investigate the potentials, barriers, and challenges for tea tourism development in
Post-COVID 19 with special reference to Kallebokka Estate. The study is based on qualitative approach
and uses semi structured interviews. The sample was drawn using convenience sampling method and
sample size consists with 15-20 residents, tea suppliers, related government officers, tour operators,
tourists and hoteliers in Kallebokka area. Moreover, the findings highlighted, Kallebokka has a good
potential in natural beauty, cultural and social qualities, but a low score in present tourism activities due
to poor community engagement. Equally, Kallebokka Tea Estate can remark as the most suitable tea
Estate to promote tea tourism in Sri Lanka in Post COVID-19 period as per the findings. As the results
of the developing tea tourism, it would contribute to the local economy in direct and indirect ways.
Finally, these barriers can be avoided by community participation, recreational activities, training
programs and publicity with wider stakeholder engagement.
Keyword: Tea Tourism; Tourism in Post COVID-19; Kallebokka Tea Estate; Niche tourism; Qualitative
inquiry
Description
Keywords
Hospitality, Tourism and Events Management degree programme (HTE)