STUDY ON CHALLENGES OF PROMOTING COMMUNITY BASED TOURISM IN SRI LANKA: A CASE STUDY OF TOURISM ENTREPRENEURS IN BELIHULOYA AREA
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Date
2017
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Uva Wellassa University of Sri Lanka
Abstract
ABSTRACT
The Tourism Industry is one of the most rapidly booming industries in the world and
it is a major contributor to global economic development. In the tourism industry,
Community Based Tourism (CBT) is a booming concept. CBT involves interaction
between visitors and host communities and most appropriate for rural regions that will
be administered and owned by the community. CBT is built on the local community's
active participation. This research aims to examine challenges of promoting CBT in
Sri Lanka. Hence, the objectives of the study were to identify the challenges of
promoting CBT in the Belihuloya area; to identify and suggest suitable strategies to
overcome the challenges in promoting CBT in the Belihuloya area. This study was
conducted using qualitative approach. Samples 12 micro, small and medium
entrepreneurs were selected using purposive sampling method. Data was collected by
using a semi structured direct interview and the interview transcriptions were
analyzed through thematic analysis. Lack of infrastructure availability, Lack of
awareness of CBT, Insufficient training and education on tourism, No financial
support to engage with CBT, No governmental support for the promoting CBT and
Lack of motivation are the main challenges to promote CBT in Belihuloya area.
Moreover, the study recommends to training and development, marketing and
promotion, increasing the awareness of the community on tourism, improving the
availability of support services, encouraging community participation, proper
management of CBT association, identifying and strengthening community leaders
were identified.
Keywords: Community Based Tourism, Challenges, Promoting, Tourism
Entrepreneurs
Description
Keywords
Hospitality, Tourism and Events Management degree programme (HTE)