Potentials for Agro Tourism Development in Pinnawala, Sri Lanka
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Date
2020
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Journal ISSN
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Publisher
Uva Wellassa University of Sri Lanka
Abstract
Agrotourism, as an alternative to mass tourism, is a rapidly growing segment of the
tourism industry. At present, agro-tourism is done by most of the countries in the world
aiming at sustainable rural development. Pinnawala area has several features that can be
developed as an agro-tourism destination. Due to the lack of government involvement and
support, awareness on agro-tourism and infrastructure facilities, the development of agrotourism has been slowed down in Sri Lanka. There is an empirical gap due to the limited
studies done in the agro-tourism sector. Pinnawala is an emerging area of interest among
tourists where the agro-tourism can be practiced. This research aimed to study the
potentials for the application of agro-tourism in the Pinnawala area. After, a
comprehensive literature review, a structured questionnaire was constructed. The target
sample for the study was tourists who visited Pinnawala from July to August 2019 and the
tourism stakeholders in the area. The convenience sampling method was used and the
primary data were collected from 73 tourists using the structured questionnaire and from
7 tourism stakeholders with in-depth interviews. Data were analysed with descriptive
analysis, Pearson’s correlation coefficient, thematic analysis, and Friedman test.
According to the results, it was revealed that there was a relationship between
environmental facilities and potential to the agrotourism development in the area. Lack of
government involvement and support, lack of agro-tourism awareness, lack of agro
tourism-based activities in the area were identified as the most influencing challenges and
issues to develop agro-tourism in the area. Based on the findings, it is recommended to
concern on development of agro-tourism awareness and training, implementing agro
tourism-based activities and products, formulate agro-tourism standards to promote the
agro-tourism in the destination. Further, comprehensive research related to the agrotourism activities and product development would be useful to develop agro-tourism in
Sri Lanka.
Keywords: Agro tourism, Potentials, Tourism development
Description
Keywords
Hospitality Management, Tourism Industry, Tourism Management, Event Management, Agro Tourism Development