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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