Tourisam Industry of Sri Lanka

7/24/2019 Tourisam Industry of Sri Lanka

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1.0. Introduction

Tourism is the business of providing services such as transport, places to stay, or

entertainment for people who are on holiday $%ambridge dictionary, &'()*.Tourism is an

industry which is booming in Asian sector specially in Sri Lanka as the +' years# war hasended. inistry of tourism of the country is epecting advices up on the increase of tourist

volumes of the country, the author of the report is advising them in their need.

Sri Lanka is already known as a cosmopolitan, multi-cultural destination in Asia which is

worth visiting either for business or holiday reasons as already provides a uniue products as

leisure and eco-tourism products in the Asian tourism industry. /dentification of market

climate is much important in developing a market plan and /ndustrial analysis will help inidentification of the current market situation according to the surveys conducted by Sri

Lankan tourism department, /%0A anagement consultancy Sri Lanka and tourism

development strategy &'() established by government. Strategic setting of market oriented

objective will be help further in increasing the tourist volumes and ethical business standards

of the country, Along with identification of the market mi and targeting and positioning of

the industry. %ustomer eperience will be also taken in to consideration for further

development of the industrial practice in advising the ministry of tourism of Sri Lanka

according to the many researches conducted in both local and international surveys on Sri

Lankan tourism industry.

2. Situation analysis

Sri Lanka is located in /ndian 1cean in South Asia as the tropical island, nation where the

original soul of 2uddhism still flourishes and where nature#s beauty remains abundant and

unspoilt. As a result of its location in the path of major sea routes, as of &'(' Sri Lanka was

one of the fastest growing economies of the world. As country is in the development stage

country is offering such remarkable combination of natural and beautiful landscapes,

authentic beaches, captivate cultural heritage and uniue eperiences as the island of magical

proportions as named as serendib, Tabrobane and the pearl of /ndian 1cean within a mere

area of 3),3(' kilometers lie 4 567S%1 8orld 9eritage Sites. According to the /ndustry

life cycle the industry is identified as a growing industry as a low rivalry and high growth

with weak buyers with low entry barriers.


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Title: /ndustry life cycle

;igure 6o: '(

Source: $


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development for the industry while keep monitoring the detailed statistics about the visitors

to the country.

Title: Tourist arrivals in the destinations of Asia

Table 6o: '(

Source: $/%0A anagement consultancy survey, &'('*

7nd of the +' years of war in Sri Lanka the industry of tourism has shown a dramatically

development and tourism arrivals has increased to meet the competition in sector of Asia and

Asian sector have been identified as tourism#s boom of the world. 8hen comparing the

tourism arrivals with the other tourist operators of the world Sri Lanka has shown

competitiveness during the years as Sri Lanka offers cultural, eco-tourism as well as coastaltourism which leads with leisure tourism. ajor tourist attractions in Asia aldives, /ndia,

Thailand, alaysia, "hilippines are offering different products in tourism. 7: aldives

cannot offer what Sri Lanka has and the same goes to Sri Lanka. That is the main reason why

there wouldn#t be competition between the two countries in the tourism industry. Sri Lanka

has average market share in the Asian sector tourism which is in growth stage.

Title: Tourist arrivals and arrival targets

;igure 6o: '&


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Source: $Tourism development authority, &'()*

2.2. Tourism industry of Asian sector (External environment) y !ESTEL analysis

Industry Environment Analysis is a study which done to assess the current industry

environment. This eercise helps understand the various aspects and predict trends of the

industry, Stakeholder practices, competitions and developable aspects of the industry.

!olitical " Sri Lanka is a democratic, socialist republic and a unitary state which is governed

by a semi presidential system with a miture of a presidential system and parliamentary

systems and constitutes a parliamentary system governed under the constitution of Sri Lanka.

ain focus of the industry and facilitating the 6ational Tourism Strategy introduced in &'((

to develop the tourism sector as making facilitations to the industries where growing and

backbone of the economy. "romotional activities conducted by the government in &) trade

and travel fairs worldwide with travel industry participation in direct market promotions that

were held in the 5, %hina, @ermany, /ndia and the 6etherlands and other countries.

0egulations imposed by the government in respect of minimum room rates for each class of

hotels. Launch of Sri Lanka travel and tourism club in collaboration with inistry of

7conomic development to develop tourism


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Economical - Sri Lanka is recognized as a fast growing middle income country. Sri Lanka is

in terms of per capita income with nominal value of 5S B&,!+) and """ value of 5S B),&&'.

/t recorded a @?" growth of 4.+C in &'((.The development of domestic infrastructure

facilities, strategic investments by global hotel chains, promotional campaigns, new tourist

attractions and identified zones in the 6orthern and 7astern "rovinces for tourism

development activities, gave Sri Lanka a stronger stand in international promotions. surveyed

by


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According to the figures about Sri Lanka had spent more than ) billion us dollars on research

and development$0 I ?* in &''4.

Environmental - Sri Lanka enjoys a tropical climate with varying temperatures according to

location. %oastal or upland areas benefit from %ool ountain or sea breezes all year round

onsoon season is between ay to September in the South I 8est and 1ctober to April in

the 6orth I 7ast of the country. 7nvironment healthy concepts have introduced to the

country as ecofriendly hotels and green organizations concept. @overnment and private sector

institutions have added the saving of the environment in to their corporate social

responsibility while the environment authority has initiated some regulatory frame work in

saving the natural habitat of the country especially in related business of industry of tourism.

Le$al- inistry of


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Skilled labor force for employment in hospitality and tourism industry available

domestically at relatively low labor cost. 7ducation and training focused in secondary

education and vocational institutes. ;ully facilitated accommodations totals to (!)'' rooms catering to the tourism industry

as per end &'(' statistics the country has only &&,H+) SLT?A approved hotel rooms.Table 6o:'&

Accommodation Type 6umber 6umber of 0ooms

Tourist 9otels &)3 (!,!4

2outiue 9otels I Killas )' )HH

9ome Stay 5nits I 22 5nits (4( )3'

@uest 9ouses 3H 3++

9eritage 9omes ! &)H

Source: $SLT?A, &'('*

This means the industry has a task of adding around &&,)'' rooms to the current capacity,

during the net five years. The new Tourism Act in &''H established ! institutes to handle

different aspects of tourism as follows,

(. The Sri Lanka Tourism ?evelopment Authority - new tourism product,

destination, and market development, planning and policy&. The Sri Lanka Tourism "romotion 2ureau - marketing and promotion+. The Sri Lanka /nstitute of Tourism and 9otel anagement: 9uman resource

development!. The Sri Lanka %onvention 2ureau

&eaknesses

Kariety of ecotourism and green concept, opportunities available the policy makers are

still concentrating on traditional sun and beach mass tourism. ?espite lucrative income

mass tourism has its own negative socio cultural and environmental impacts. All the

recently developed tourism development projects are focused on beach destinations.Alternative sustainable forms of tourism such as ecotourism are less prioritized.

Limited service destinations and operation which even are not under international

standards. Less attention in authorities to develop infrastructure at tourism destinations in the

country infrastructure such as information centers, restrooms, resting areasJhuts, lodging

and camping sites are lacking or poorly maintained in some destinations, 7ducation and interpretation is a key aspect of tourism and shortage of skilled tourism

specialists and competent interpreters at tourism destinations. Severe shortage of suchspecialists who are capable of communicating in foreign languages.


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Although there is a national tourism policy it emphasizes less on alternative forms of

tourism. Scope and goals of tourism often conflict with the mass tourism. 9ence there#s a

need for a national policy and action plan for tourism in Sri Lanka. Limited national air connectivity

'ortunities

7uropean travelers are particularly becoming environmentally aware, for such traveler

markets ecotourism is an ideal product to capture revenues. The eisting biodiversity rich

diverse ecosystems provide numerous opportunities for ecotourism development as never

as the other main Asian tourist attractions such as aldives, Thailand /ndia and

/ndonesia.

Title: Top Ten Source arkets of Sri Lankan Tourism $&'(+ I &'(!*

Table 6o: '+

Source: $Tourism development authority, &'(!* ?ue the eradication of terrorism from north and east part of the country new opportunities

for foreign and domestic tourism have emerged. 6ational parks which were closed for

public are now opened as new opportunities for tourism is widely available in northern

area.


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7ffective marketing and promotion programs can be launched especially using internet

and modern technology to reach new and eisting markets @rowing political and economic relationship with %hina and /ndia as emerging markets

and foreign investments.

There are formal institutes including universities that particularly can conduct studies on

tourism sector. ost tourism studies are conducted on economic impacts of tourism.

0esearch should more focus on new markets, alternative forms of tourism, demand and

supply, behavior and policy.

T#reats

ain Asian tourism attractions aldives, Thailand /ndia and /ndonesia and world tourism

attractions and rising demand. 5nder developed infrastructure

7nvironmental and socio cultural degradation due to mass tourism and mal practices in

the society. Lack of diversification in tourism products

;oreign echange leakages occur in mass tourism.

Lack of Air %onnectivity.

%hanging needs and wants of tourists.

%. arketin$ o*ectives to+ards t#e industry of tourism in Sri Lanka

1bjectives are the specific end result that person or a entity is aimed to achieve, accomplish

with in a specific time frame with several conditions by suing the available resources.

1bjectives are specific to the person or entity and easier to measure.as well the tool which

underlie all planning of strategies of the activities. 2usiness objectives are major part of

business planning and describe what and how certain entity is epecting to chive something

valuable to them. 2usiness objectives are included in to the business plan. arketing

objectives are specific end result set by the business in promoting its products or services topotential customers which should achieved in specific time frame. The strategic arketing

objectives in developing the tourism industry of Sri Lanka for net three years are following,

(."ositioning Sri Lanka as a treasured island and a tourism earth lung working towards being

carbon neutral making Sri Lanka a top of mind in receiving a competitive advantage.

&. To promote tourism to achieve +.'' million visitors by &'(4

+.2uilding the Sri Lanka 2rand as a =A edium Sized iracle> in home and abroad


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!.To promote Tourism as a marketing niche $6iche tourism*

). To promote Sri Lankan culture, heritage, arts and crafts in making an economical benefit

for small and medium scale businesses.

,. arketin$ strate$y

As per the ission of Sri Lanka Tourism "romotion 2ureau $&'(!*,

2eing a catalyst to improve, enhance and maintain the much needed infrastructure.

7stablishing and enhancing a high uality product and service based to satisfy and delight

tourists focusing on their safety and security.

7nsuring a level of volume and yield generating tourists to sustain and grow investment

in tourism. "ositioning Sri Lanka as a treasured island and a tourism earth lung working towards

being carbon neutral making Sri Lanka a top of mind destination among potential

customers. eeting the human resource demands of the industry through development of

professionalism, skills development and training. /nvolving all stakeholders in the formal and informal sectors, at the center and the

regions, and within and outside of the industry to develop and promote Sri Lanka tourism. 7panding the base of domestic tourism to better serve the travel needs of Sri Lankans

and to help better promote international tourism.

The marketing strategies should be aligned with the 1bjectives and mission. %ountry

itself should enhance its mission statement that it aims its differentiation to give the

visitor an individualized eperience and use its new brand =Sri Lanka>.

,.1. -ro+t# strate$y Ansoof matrices

/t is important to understand the current market climate and the target market of Sri

Lanka, but also being aware of trends in deciding the growth strategies.

Title: @rowth strategies

;igure 6o: '+ !roduct


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Marketpenitration

(."roduct penitration&.increase promotion

+.Attract competitioncustomers and dealers

product

developement(.Tourisam 6itch

&.6ew products

Marketdevelopment

(.6ew customersfrom geographicalmarkets

Diversifcation

(.,ulti destination

tourisam

Source: $Author originated source*

arket enetrationF arketing and selling current products in the current market as a

market epansion and growth strategy, Sri Lankan /ndustry of tourism is using product

penetration in increasing the attractiveness of the product and taking on the challenge of the

competitors by reducing price. 7: Sri Lankan arts and craft are introduced by international

arts and crafts ehibitions and sells for low price. This leads for increase the promotion in

international environment as well in local society of the 2rand =Sri Lanka> and the Sri

Lankan culture. 7ncouragement of conducting promotions of Sri Lankan foods and

international foods by small and medium businesses in tourist attraction areas will help the

businesses to epand its market and to attract the tourists in to country in epanding the

market. 7: promotion of foods by restaurants and boutiue hotels in @alle fort. Sri Lankan

hotels have restructured their businesses due to the development of the industry and to meet

the competition, hence the customers, related businesses are being facilitated and market

share has epanded.

!roduct /eveloment 6ew or improved products services in to the eisting markets, Sri

Lankan industry of tourism is growing and surge to develop its market. 9ence the tourism

nitch is the most upcoming trend as using the destination not only as a travel destination but

e+Excitin

Excisin

Market

e+


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as a life important destination. Tourists are attracted and facilitated in celebrating their

wedding functions, anniversaries and 2irth day in Sri Lanka. 9otels and the services

providers are arranged special packages in celebrations of this kind of new trends in Sri

Lanka according to Sri Lankan tradition or different traditions. And new products for the

tourists, 7: 6ew mobile communication packages for tourists by Air tel.

arket develomentF 6ew customers from new countries can be attracted by using many

resources of the country. 6ational carrier F Sri Lankan airlines can epand its flying

destinations in to new destinations to attract new countries. Sri Lanka can develop fully

euipped online tourist guide application in attracting the new customers from the world in

introducing the brand =Sri Lanka> and the growth of the Sri Lankan tourism.

/iversification F 6ew products in to new markets is a strategy in tourism as multi

destination tourism, /n Sri Lanka the multi destination tourism has used in many instances as

efficient and profitable mean to develop and improve economic activity within many

communities in Sri Lanka as Tourists are offered variety of activities, traveling facilities,

learning opportunities and many more. 7: Sri Lankan airlines are offering travel packages

which include accommodation, water sports, adventure and many more facilities, 9otels

which are specialized for adventure or watersports, 9eritage cites in learning the heritage.

This helps in introduction, epansion of the market share while contributing economically to

the communities of the country.

,.2. Title arket se$mentation

@raph 6o: '(


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MThisparticularmarketisasubsegmentofthelargeryouthmarket./tremovescertainpurposeofvisitsegmentssuchaseducation,businessandemployment./nsteadthefocusisonyoungvisitorswhohave cometoSriLankaforthepurposeofaholidayortovisitfriendsand

relatives.AccordingtoSLT?A$&'(!*,3H.)CfromallthetourisamarrivalsareinternationalEouthastheyloveineperimentandadventure.Thehighestproportionofvisitorsinthe"leasureJ9olidaycategorywerefrom/ndia$()C*followedby%hina$((C*and5$.(C*.

Internationalout# " Travel3

Leisure

M/nternationalandlocalfamiliesandtheirtravelbehaviours,interests,spedingabilitiesinrelationtotheirtrips,activitieswithinSriLankaisimportnatfortheindustryasbothpartiesarebeingfacilitated.AccordingtoSLT?A$&'(!*,&H.!)Cfromallthetouristarivalsarefamiliesastheylovetotravelwithfamilyandeploringthecultures,heritageandnaturalbeautywithkids.

Internationaland family

M"eoplefromdifferentcountriesandwhoarearrivingforbusinesspurposesaremuchimportantforthecountryastheybrigingeconomicalbeniftforthecountryandstatusoftheiractivitieswithinthecountryshuldbestricklymonitored.SLT?A$&'(!*,(.++Cfromallthetouristarivalsarebusinessvisitores.

International4usiness visitors

M7pactriateswhoarevisitsthecountryforemploymentoppertunitiesandforlongtermstay.thebehavioursandtheinterfearancesofthepersonshouldbetakenintothegrantbythecompanywhohassonserdthepersontocometothecountry.)Cfromallthetouristarrivalstothecountryareinternationalemployees.

Internationalemloyees

,.%. Tar$et markets

According to the current figuresof SLT?A $&'(!*, the highest proportion of visitors and the

target market of the Sri Lankan tourism is the "leasureJ9oliday category is 3H.)C were

from /ndia $()C* followed by %hina $((C* and 5 $.(C* due to the tourists attractions of

the country and the strategic market approach should be taken in to enhance the market share

in /nternational Eouth - Travel, Leisure.

,., !ositionin$


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According to ?iingo $(44*, arket positioning is the first step and is defined as the

process of identifying and selecting markets or segments that represent business potential to

determine the criteria for competitive success. /ndustry of tourism in Sri Lanka has positioned

well and positioned its services and products in satisfying customer needs and wants in

benefiting them at the right time even if the competitors are already offering a similar

solution as aldives, Thailand, /ndia, alaysia are some of the major tourist attraction sites

in Asian sector. As Sri Lanka has identified the major tourist attraction sites and the

government have established important authorities Sri Lanka Tourism "romotion 2ureau, Sri

Lanka tourism development authority. So country should pay more attention on policies and

procedures in related businesses, employee attitudes, customer relations and the myriad of

other details that combine to make the tourism eperience high. There must be a consistency

among the various offerings. Sri Lanka can develop more tourism sites as @alle fort and

heritage sites as Sigiriya, Specially cites in northern area as position according to the user

class as youth leisure. "osition by price value also can be applied in to Sri Lanka in delivering

low cost services and products as by relevant uality as Sri Lankan fine crafts. "osition by

application, the adventure and water sports can be developed in targeting the target segments

of tourists.

5. arketin$ ix

The arketing mi concept is a set of four decisions which needs to be taken before

launching any new product. These variables are also known as the ! "#s of marketing. These

four variables help the companies in making strategic decisions necessary for the smooth

running of any product J organization. 9e variables are,

"roduct

"rice

"lace

"romotions

According to 2orden $(3!*, having the right marketing mi at the start of the marketing plan

is absolutely essential. 1ver time the concept of marketing mi has provided a steady

platform for the launch of a new product or business. Sri Lanka industry of tourism should

have right marketing mi in planning its operations for net three years.

!roduct


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"roduct is the combination of tangible and intangible elements. The tourism products in Sri

Lanka which is mainly the destination can only be eperienced. The views of the location

travel to the destination, the accommodation and facility as well as the entertainment at the

destination all form the tourism product. Thus it is a composite product combination of

attraction, facilities and transportation. 7ach of these components has its own significance in

the product mi and in the absence of even single components the product mi is incomplete.

This project covers the entire island and will be a key contributor towards building provincial

level tourism. As setting up a =1ne Stop Shop> at SLT?A for tourism related investment

projects with the cooperation of 21/, 5?A, %%?, 7A and other relevant line agencies a

number of other tourism related projects have also been identified to support the overall

growth of tourism in the country for net three years. The potential investors are encouraged

to consider the following opportunities:

@olf %ourses

0ace %ourses

8ater "arks

Theme "arks

arinas

Shopping alls

7ntertainment Studios

Adventure Sports Light Aircraft ServicesJSea "lanes

2oat anufacturingJ2oat 9iring

%onventionJ7hibition %enters

Tai Services

@aming %ities

!rice

"ricing in tourism is a comple process. "ricing includes the prices of other services like Air

travel, 2us, 0ailways, 9otels, food, Leisure activities as in Sri Lanka Air Lines and hotels

have arranged tourism packages for easy pricing. "ricing also depends on the @eographic

location of the destination, 7: 8hite water rafting at kithulgala F 8ater sports packages.

This pricing also depends on Seasonality. Seasonality is the most important factor in pricing.

To match demand and supply tourist managers try to get either discount. 7: %innamon

hotels and %innamon Air is the tourist attraction in Sri Lanka. "ricing is also based on

competitors pricing. "ricing is also subject to government regulations. 7: %innamon and Sri

Lankan Air tai price changes tourism package also changes, if 9otel charges change then

also tourism package changes. "ricing of the tourist product is a comple matter because of


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its composite nature. @eographical location of the destination affects the pricing decision. At

the same time seasonality factor and varying demand cannot be overruled. The objective of

pricing is based on the tourism regulations of the country in any other firms is to fetch a

target market share to prevent competition and to take care of the price elasticity of demand

by net three years of time.

!lace

?ifferent distribution strategies have selected Tourism marketing in Sri Lanka. Tourism as a

product is distributed as a travel. /nternet is also used widely. There is an also internet agents,

web sites, 7: Agoda, Aitken Spence and agents /nternet based, 7: Trip advisor plays a role

of place. Large travel companies, 7:


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sensing the potential tourists in a right fashion. @overnment has taken the initiative in Sri

Lanka by Sri Lanka Tourism "romotions 2ureau in promoting the 2rand =Sri Lanka> in to

world. 6ewly implemented in celebrating the world tourism day, concept is N%ruise TourismN

which is worth &(.H million worldwide guests with Sri Lanka registering a number of fifty

thousand plus for the year &'() is targeting a ('',''' visitors by end &'(4.Also conducting

culinary, trade and fair, gems and jewelry ehibitions in collaboration with Asian sector

countries will be good promotional tool for net three years of target. The marketers need to

use the various components of promotion optimally so that they succeed in increasing the

number of habitual users. "romotion helps in maimizing the duration of stay, freuency of

visit by offering new tourist products in the same country to areas, which have remained

untapped or partially tapped. The various dimensions of tourism promotion are as,

Advertising - Advertisement gives important information to the actual and potential tourists.

A Sri Lankan airline is using advertisements to bring up Sri Lankan heritage hospitality in to

the world as a promotional tool. /ts coverage is wide. Arrangement and take part of 8orld

celebrations as beauty ueen contest, world youth summit and world tourism day will be an

added advantage in promoting the country as a tourism destination and by many factors to

increase the market share by net three years.

6. 7ustomer exerience

;or the tourists who come to the country should receive what they epected as a percent

eperience. So the identification of the needs and wants of the customers in terms of different

perspectives $arketing i* are very much important in tourism Sri Lanka mainly targeted

on Leisure tourism as Eouth who epects adventure should guide correctly, the customer

eperience should be developed in Sri Lanka as the availability of the information should be

developed with information centers in Airports and major tourist attraction areas. 7ven in the

airport the availability of information and proper guidance are less. Tourists are penalized by

immigration laws and unusual practices of the authorities. Those should be monitored by

inistry of Tourism.

Title: customer value, benefits Jsacrifices

;igure 6oO '!

Source: $Author originated source*


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9ence The Sri Lanka Tourism 2oard has strictly monitored the activities f the industry. The

epected uality should be offered by the country to make them a valuable eperience. Also

tourists are eperiencing some social violence and unusual social practices as Theft, These

should avoided by tourist police stations established in areas. Also tourists are being tortured

in several ways when they attend social places and events of the cities, 7: Tourists are being

charged high prices for food and accommodation, "eople are cheating on them. These are

affecting the brand name of =Sri Lanka> and the loyalty of the customers, impression towards

the country.%ommunication strategy should established by new media platforms to transfer

the information to the world. Tourists should offer etraordinary eperiences stand out

against malpractices of the society as SLT?A has given a common telephone number for &!

hours tourist uarries. Also the health and safety issues of the leisure activities, locations and

euipment#s are arising in the industry tourists are making negative impression on that.

"rofessional knowledge is less in Sri Lanka and updated euipment#s. Also the uality

standards should be established and monitored by the development authority.

7fforts should focused on attracting the leisure bound traffic from new potential markets

which have not been fully eploited whilst reverting to the traditional markets as historically

the Pmass# of our annual arrivals, $as much as H)C F 4'C* have been from the leisure end of

business and to prevent all the negative customer eperiences by the country. other competing

tourism offers by other regions as holding a special meaning for the tourist as tourism nitch

strategy and new product development strategies as team building activities in adventure

based theme parks as adventurous, physicallyJpsychologically challenging and moment of

personal development as valuable eperiences by 567S%1 heritage sites or Sri Lanka. Sri

Lanka is suggested development of a best practice 7co Lodge as in the Sinharaja 0ainforest,

sea side resorts in northern areas, cruise tourism providing assistance and supported to the

institute of tourism and hotel management, in terms of management, curriculum development


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and strategic planning by concepts of eco-tourism and green resort concept as differentiation

strategies as bare foot concept and tourists are offered in house demonstrations of food

processing and learning food habits of country.

8. 7onclusion


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Sri Lankan industry of tourism as a growing industry in Asian sector it has many

potentialities in further development for its future sustainability as the state government has

taken the responsibility of initiate the facilities and infrastructure in the epansion of the

market. As a growing market the rivalry is low and entry barriers also law.in development of

any industry should make positive impact in to the country so still the government of the

country needs to take more responsibility in facilitating, encouraging the both government

and private sector and also the foreign investments and projects in order to make an economic

benefits for the country while strictly monitoring all the tourism related activities in

avoidance of any harm in to the country. 2oth private and government sector should widely

investigate the resource reuirements and the upcoming trends, strategies of the world in

industry of tourism in order to meet the demand and to make sustainable competitive

advantage in to the country by Asian sector tourist operators.

9. List of references


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Anon.n.d., The Hotel and Tourism industry in Sri LankaQ"dfR Available at:

http:JJwww.tvec.gov.lkJpdfJhotelandtourisum.pdfQAccessed date 4th of 6ovember &'()R

Aziri 2. and 6edelea A.&'(+.,Business strategies in tourismQ"dfR Available at:

http:JJwww.ecoforumjournal.roJinde.phpJecoJarticleJview;ileJ&(J(& QAccessed date (Hth of

november &'()R

2ing.&'()., Sustainable Tourism in Sri Lanka Q1nlineR available at:

http:JJsustainabletourismsrilanka.blogspot.comJ&'(&J(&Jecotourism-sector-in-sri-lanka-

swot.htmlQAccssed date ()th of november &'()R

%ambridge dictionary online.&'().,Meaning of tourism in the English DictionaryQ1nlineR

Available at: http:JJdictionary.cambridge.orgJdictionaryJenglishJtourism QAccessed ?ate )th

of 6ovember &'()R

%harles S%98A2.&'((., &'(( T776S 4: 167E S50K7E ;/6?/6@S /6S/@9TS /6T1

167E ATT/T5?7S, 279AK/10S A6? 7"7%TAT/16S 1; (3- T1 (4-E7A0-1L?S

in Sri Lanka Q"dfR Available at:http:JJwww.schwabmoneywise.comJpublicJfileJ"-

!(&&34J((')&3-S%98A2-T776S167E.pdfQaccessed date ('th of november &'()R

?iingo, ;. (44., The Fine rt of !ositioning. The


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Lumsdom, L. (H., Tourism Marketing. Thomson 2usiness "ress : 5.

inistry of economic development. &'((., Tourism De#elo%ment Strategy +,"" - +,".Q"?;R

Available at: http:JJwww.sltda.lkJsitesJdefaultJfilesJ7nglish.pdfQAccessed date (&th of

november &'()R

iddleton, K. &'').,Marketing in Tra#el and Tourism. Third edd, 2utterworth 9einemann:

1ford

6ubbin 8. &''&., Sri Lanka/ $urrent (ssues and Historical BackgroundQ1nlineR Available

at: http:JJbooks.google.com.auJbooksU

idV/udi&


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Ko and %o. &'(&.,re Sri Lankan Tourism 6b7ecti#es chie#able8Q"dfR Available at:

http:JJwww.voonline.bizJdownloadsJKo%oTourism1utlook&'(&.pdfQAccessed date

(+th of november &'()R

E516. &'(+., The +,"19+,". Tourism Marketing StrategyQ"dfR Available at:

http:JJwww.travelyukon.comJsitesJdefaultJfilesJtourism-marketing-strategy-&'(+-&'(3final.pdfQAccessed date (&th of november &'()R
http://www.voxonline.biz/downloads/Vox_Co_Tourism_Outlook_2012.pdfhttp://www.travelyukon.com/sites/default/files/tourism-marketing-strategy-2013-2016final.pdfhttp://www.travelyukon.com/sites/default/files/tourism-marketing-strategy-2013-2016final.pdfhttp://www.voxonline.biz/downloads/Vox_Co_Tourism_Outlook_2012.pdfhttp://www.travelyukon.com/sites/default/files/tourism-marketing-strategy-2013-2016final.pdfhttp://www.travelyukon.com/sites/default/files/tourism-marketing-strategy-2013-2016final.pdf

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Tourisam Industry of Sri Lanka