A Study of Tourist Perception on Tourist Harassment on Destination Image (With Special Reference to Arugam Bay Area)
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Date
2020
Authors
Gallage, N.M.
Wijesundara, W.G.S.R.
Kumara, P.H.T.
Sammani, U.G.O.
Journal Title
Journal ISSN
Volume Title
Publisher
Uva Wellassa University of Sri Lanka
Abstract
Tourist harassment is one of the major challenges which affects the competitiveness of
various tourist destinations over the globe and it destroys the tourists’ positive destination
image perceptions. In the Sri Lankan context, there are more pieces of evidence to prove
that the tourists have been facing various types of harassment while they are traveling and
staying in Sri Lanka. Thus, the main aim of this research was to explore the association
between tourists’ perception of tourist harassment and destination image. The target
population of the study was international tourists who visited Arugam Bay from July to
August 2019 and the sample size was 100 international tourists. A self-prepared
structured questionnaire was used to collect primary data from the sample. Purposive
sampling technique was used to gather data from international tourists. Simple linear
regression analysis and descriptive statistical analysis were used to analyse the data to
achieve the research objectives. The results revealed that there was a positive significant
association between tourists’ perception of tourist harassment and destination image.
Also, verbal harassment was the mostly occurred harassments of Arugam Bay. Further,
there was a higher level of influence on tourist harassments due to demographic factors
like gender, age, marital status, etc. With the findings of the study, it is recommended to
have the involvement of government organizations to avoid or minimize tourist
harassment in Sri Lanka. Conducting comprehensive research related to the tourist
harassments in Sri Lanka would be useful to avoid tourist harassment within Sri Lanka.
Keywords: Tourist perception, Tourist harassment, Destination image
Description
Keywords
Hospitality Management, Tourism Industry, Tourism Management, Event Management