Revival of Wildlife Tourism Operation in New Normal Condition of COVID-19; Service Providers’ Perspective at Minneriya National Park
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Date
2017
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Uva Wellassa University of Sri Lanka
Abstract
ABSTRACT
Wildlife tourism industry as a form of nature based tourism was a rapidly growing niche market
segment & has developed a revenue platform for many economies. Outstretching the Pandemic of
COVID-19, its related travel restrictions had a significant influence on controlling global spreading
and community transmission. This situation badly hit with wildlife tourism sector too. .
Nevertheless, it is a contemporary need to rejuvenate the current market segments to reconstruct
tourism industry potentials. Wildlife tourism is one of the specialized markets that cant be promoted
extensively. The current scenario offered an opportunity to re-launch the sector and turn to a new
direction for a more sustainable future. This study explores the ways and means to revival of
wildlife tourism operations with the challenges of COVID-19 and has overlooked the service
providers' perspective of Minneriya National Park. This study aimed to identify existing challenges
for wildlife service providers during COVID-19 & identify the readiness to rejuvenate the wildlife
tourism industry during pandemics. This study used a qualitative research approach. Primary data
was collected from 16 wildlife service providers at Minneriya national park using the purposive
sampling technique. Content analysis was used to analyze the data. The study's findings revealed
operational, financial, labor-related, communication, technology & economic impact as the existing
challenges in wildlife tourism operations during pandemics & introducing recreational activities,
health & safety measures, technology, policy planning, etc. should be key priorities to revive the
wildlife tourism sector in a post-COVID-19 scenario. Based on the results, there should be strong
transformational strategies to avoid the worst effects of future operation: such as government
involvement, financial facilities, promotions, and research & development. This study identified a
response mechanism to attract travelers to achieve a niche market segment. It will manifest the
significance to the future generation, policymakers, and academic students to grab value scale for
future operation in new normal conditions and post-COVID-19.
Key Words: Wildlife Tourism, COVID-19, Challenges, Readiness, Service Providers
Description
Keywords
Hospitality, Tourism and Events Management degree programme (HTE)