A STUDY ON IDENTIFYING THE POTENTIALS ON PROMOTING BOTANICAL GARDEN TOURISM (BGT) IN SRI LANKA
No Thumbnail Available
Date
2017
Authors
Ilangakoon, I.P.M.S.
Journal Title
Journal ISSN
Volume Title
Publisher
Uva Wellassa University of Sri Lanka
Abstract
ABSTRACT
Natural resources of Sri Lanka offer the numerous opportunities for the development and
growth of travel and tourism activities which is considered as the largest economic generator
worldwide. Garden visiting and garden tourism is an important niche tourism segment in
travel and tourism industry. Botanical Garden Tourism (BGT) stands as a special interest
tourism blooming as a new travel trend. In this context, this study is mainly focused on the
aim of identifying potentials to promote Botanical Garden Tourism in Sri Lanka. This is an
exploratory study which was conducted by using qualitative method and the data consisted of
primary data. Primary data were gathered from 20 numbers of Destination Management
Organizations (DMOs) as a sample by using in – depth interviews through semi structured
questions. The content analysis method was used to analyze qualitative data and the purposive
sampling technique was used as sampling method in order to get the detailed information.
Abundant potentials and issues / challenges have been identified to promote botanical garden
tourism in Sri Lanka. The findings of the study indicated attraction, activities, accessibility,
amenities and accommodation as the key destination attributes of the promotion of botanical
gardens in Sri Lanka. Besides, the lack of government contribution was identified as a major
issue to promote botanical garden tourism in Sri Lanka. Prominent findings highlighted the
significant potentials to promote botanical garden tourism in Sri Lanka to provide positive
benefits for the travel and tourism industry, the general public and the well-being of
communities. Furthermore, based on the salient findings, study advocates to promote
botanical garden tourism can be promoted by implementing a proper destination marketing
program, innovating botanical garden tours by the tour operators, integrate with other niche
tourism markets to gain a competitive advantage.
Keywords: Garden Tourism, Botanical Garden Tourism, BGT Potentials, Tourism Growth
Description
Keywords
Hospitality, Tourism and Events Management degree programme (HTE)