International Conference on Business and Information (ICBI)

Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10226

Browse

Author: search.filters.author.Fernando, P.I.N.Subject: search.filters.subject.Sri Lanka

Search Results

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    Tea Tourism as a Marketing Tool: A Strategy to Develop the Image of Sri Lanka as a Remarkable Tourism Destination
    (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 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 which provides employments to more than 100 million people around the world. Niche tourism refers to strategy that specific tourism product is personalized to meet the needs of a particular tourist segment. Hence Tea tourism has been identified as one of niche Tourism segments emerged with novel concept of sustainable and nature based eco-friendly tourism. The research objective of this study 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 consisting of 173 tea tourists, structured questionnaire and semi structured interviews were adopted in primary data collection. The numerous potentials have been identified which will be useful in promoting tea tourism. Destination image building with the brand name of “Ceylon Tea”, global promotional campaigns with the collaboration of Social Media, Marketing tools and introducing sustainable tourism experience packages were recommended in order to promote tea tourism.
  • Thumbnail Image
    Item
    Ramayana Trail as a Cultural Tourism Product in Sri Lanka; New paradigm for Destination Marketing
    (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Fernando, P.I.N.; Sarangi, P.
    Tourism is the most booming sector in service economy where the novel paradigms are popular among tourism destinations that lead to huge competition. Ramayana Trail is an untapped market which symbolizes eminent synthesis of Sri Lankan and Indian cultural values. Ramayana Trail features novelty nature in tourism industry which has been recognized by the least. Further there are more than fifty Ramayana related sites located in Sri Lanka. Hence it is crucial to promote this trail in order to persuade tourists for diversified experiences. The objective of the study is to identify the potentiality to promote of Ramayana Trail as a cultural tourism product with special reference to Uva and central province through the investigation of tourist‘s profile, existing awareness and destination attributes. Sample size was 120 tourists and for data collection semi structured questionnaire and interview method were adopted. The findings reveal that the existing level of awareness on Ramayana Trail is low among foreign tourists. However, Indian tourists are aware about the legend but not the Ramayana sites. Attraction has been identified as the most significant destination attribute and promotion of Ramayana trail as a cultural tourism product has been recommended through government intervention and websites, blogs and social media marketing tools.