Ramayana Trail as a Cultural Tourism Product in Sri Lanka: New Paradigm for Destination Marketing

Abstract

Tourism could consider as the most booming sector in service economy where the novel paradigms popular among tourism destination that leads for huge competition. Ramayana Trail is an untapped market, which symbolizes eminent synthesis of Sri Lankan and Indian cultural values. Ramayana Trail is featured novelty nature in tourism industry which was recognized by the least and crucial to promote as more than fifty sites were located in Sri Lanka with the ability to influence tourists for diversified experiences. The objective of the study 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 is 120 tourists and for data collection semi structured questionnaire and interview method were adopted. Findings reveal that the existing level of awareness is low among foreign tourists. Comparably Indian tourists are aware about the legend but not for the Ramayana sites. Attraction has been identified as the most significance destination attributes and promotion of Ramayana trail as a cultural tourism product has been recommended through government intervention and websites, blogs and social media marketing tools.