THE IMPACT OF DESTINATION ATTRIBUTES TO PROMOTE JAFFNA DISTRICT AS A RELIGIOUS TOURISM DESTINATION
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Date
2017
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Uva Wellassa University of Sri Lanka
Abstract
ABSTRACT
Tourism plays an important role as one of the core sources of foreign earner in overall
economy in a country. Day by day, tourism is growing continuously and it is a one of
the fastest growing economic segments in the world. This research is discussing on the
topic of the impact of destination attributes to promote Jaffna district as a religious
tourism destination. Destination attributes are the independent variable and under that
there were six sub independent variables. Tourist satisfaction and destination loyalty
are dependent variables. Tourist satisfaction was the dependent variable and below that
there was one sub dependent variable. Destination loyalty was the dependent variable
and below that there was one sub dependent variable. The research had three major
objectives namely identifying the existing level of tourist satisfaction and destination
attributes on religious tourism in Jaffna district, identifying the relationship between
destination attributes and tourist satisfaction on religious tourism in Jaffna district and
identifying relationship between destination attributes and destination loyalty on
religious tourism in Jaffna district. A sample 150 tourist was drawn using convenience
sampling. Primary data were collected by using self-administrated questionnaire. Data
were collected through questionnaire filled by respondents. Data were analyzed by
using SPSS software. Descriptive statistics, Pearson correlation coefficient analysis
were used to analysis the data to achieve objective of the study. Finding revealed that
there is a strong positive relationship with destination attributes and tourist satisfaction
and there is a strong positive relationship with destination attributes and destination
loyalty.
Key words: Destination Attributes, Tourist satisfaction, destination loyalty.
Description
Keywords
Hospitality, Tourism and Events Management degree programme (HTE)