Browsing by Author "Gunarathna, K.M.L.M.M."

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Identify the Satisfaction of Travel Destination Attributes on International Tourists’ Revisit Intention: Special Reference to Arugambay Tourism Zone
(Reviewing International Encounters 2018,The Research Center for Social Sciences (RCSS), University of Kelaniya, Sri Lanka, 2018) Gunarathna, K.M.L.M.M.
International tourism market performs most prominent role in the economy of developed as well as developing countries including Sri Lanka. Sri Lanka entered to the international tourism market in 1960, presently tourism industry is considered as one of the major foreign currency earners in the local economy. However, as compared to the other South East Asian region, Sri Lanka has not yet tapped into its full potential in the global market. Hence, tourism industry should pay more attention to explore the reasons why people travel and what are the satisfaction level of each travel destination attributes and the re-visit of the tourists in order to increase the tourists’ arrivals, earnings and global market share and reduce the costs. Tourists’ satisfaction and revisit intention play an important role in marketing the travel destination attributes. Hence, understanding the revisit intention is one of the dominant issues because repeat visitors provide more revenue and minimize the cost. Usually, tourism industry requires high level of promotional costs. To reduce this promotional cost, it is necessity to identify the satisfaction level of the travel destination attributes for each destination and revisit intention of the international tourists. This assist to ascertain for tourism planners and marketers about the most and least important attributes in a destination in order to develop and maintain a better tourism destination by reducing the promotional costs. Therefore, the objective of this study was to identify the satisfaction of travel destination attributes on international tourists’ revisit intention in Arugambay tourism zone. International tourists, who visited Arugambay, were the target population of this study. Primary data was collected through the structured questionnaires by using simple random sampling procedure to select the sample size of 100. Non-parametric analysis was used to achieve the objective of this study. According to the results, respondents rated high weather/climate, opportunity for adventure, relaxation and tourists’ activities offered in the area as attributes that affected them the most in visiting the Arugambay zone. On the other hand, culture and transportation were rated as the least significant attributes that affected their visit
Identify the Travel Destination Attributes that Attract International Tourists to Visit Galle Tourism Zone
(In: Proceedings of the International Postgraduate Research Conference 2017 (IPRC – 2017), Faculty of Graduate Studies, University of Kelaniya, Sri Lanka., 2017) Kodithuwakku, D.S.; Gunarathna, K.M.L.M.M.
International tourism has become the world‘s largest export earner in developed and developing countries including Sri Lanka.Sri Lanka entered the international tourism market in the 1960, however because of North and East separatist war and Southern political violence tourism showed a fluctuation demeanor. Hence, Sri Lanka unable to identify the attributes which are attract tourists to travel in destination. Sri Lanka is one of Asia‘s richest treasure troves of both natural and man-made wonders especially with seven World Heritage Sites. As the World Heritage Site Galle tourism zone is one of the traditional and powerful competitors in tourism market. When considering the competitive tourism market, identification of important travel destination attributes when choosing their prospective destination would be of great value to tourism planners. Therefore the objective of this study was identify the travel destination attributes that attract international tourists to visit Galle tourism zone. The research model was formulated and it postulates that international tourists‘ perception of important attributes in Galle impacts on their decision making in three ways as directly, indirectly - through influencing Galle overall image and indirectly - through influencing international tourists‘ overall satisfaction level with their trip to Galle, impact on international tourists‘ future decision on destination selection. Ten important destination attributes were identified by the literature review. International tourists, who visit the Galle tourism zone are the target population of this study. Sample size was 100 and structured questionnaire was distributed to participants who were randomly selected international tourists in Galle tourism zone. Factor analysis was used to identify the important destination attributes in Galle, which were formulated according to the three ways influences. The results show that, landscape in Galle, culture & religious value, hospitality, health, safety and relaxation are more important attributes in Galle. Also results concluded that, landscape, climate, culture & religious and service are more important to overall image of Galle.
පෙළ සහ කාර්යක්ෂමතාව
(2005) Gunarathna, K.M.L.M.M.