Volume 05 - 2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/16695
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Item Tea tourism as a marketing tool: a strategy to develop the image of Sri Lanka as an attractive tourism destination(University of Kelaniya, 2016) Fernando, P.I.N.; Rajapaksha, R.M.P.D.K.; Kumari, K.W.S.N.Tourism is one of the world’s largest industries as well a provider of employments over to 100 million populations around the world. Niche tourism refers to strategy that specific tourism product personalized to meet the needs of a particular tourist segment. Hence Tea tourism has been identified as one niche Tourism segment emerged with novel concept of sustainable and nature based eco-friendly tourism. Research objective is to identify the potentials to promote Sri Lanka as a tea tourism destination with special reference to Badulla and Nuwara Eliya districts by investigating the tea tourists’ attitudes, expectations and destination attributes and local community involvement for tea tourism. Sample consists with 173 tea tourists and structured questionnaire and semi structured interviews were adopted in primary data collection. The numerous potentials have been identified which will be in capable of promoting tea tourism. Destination image building with the brand name of “Ceylon Tea”, global promotional campaigns with the collaboration of Social Media Marketing tools as well introducing sustainable tourism experience packages has been recommended.Item Customer based brand equity for empowering Sri Lanka as a tourism destination: with special reference to tea tourism(University of Kelaniya, 2016) Koththagoda, K.C.; Thushara, S.C.Tea tourism is one of the alternative forms of tourism which is being operated in the tea growing regions in the world. Sri Lanka also can benefit from adopting and promoting tea tourism. The main purpose of this study is to propose a practical model to empower Sri Lanka as a tea tourism destination. In this study, Keller’s constructs of the pyramid of brand equity, including brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance, are investigated and their relationships with brand equity, as well as their effects on customer loyalty and satisfaction in Tea tourism in Sri Lanka are determined. The statistical population of the present study is all foreign visitors from tea estates based recreational sites in Sri Lanka. The data were collected by administering questionnaire. The sample consisted with 385 randomly selected individuals. The research hypotheses were tested through structural equation modeling and the final model was confirmed. The findings of the study revealed that only the relationships between brand salience and customer loyalty, brand imagery and brand performance towards brand equity were not significant, and all other relationships were significant. Also, fit indices obtained from the conceptual model indicates that model is valid in explaining the relationships among variables to empower Sri Lanka as a Tea Tourism destination. Therefore this proposed model emphasized how marketers should design and implement the effective marketing programs to empower Sri Lanka as a tea tourism destination. In this way, Sri Lanka can be positioned as one of the attractive and more competitive tea tourism destinations in the world which in turn could make a positive impact on foreign exchange, employment oportunities and other economic factors.