Demand for Responsible Tourism in Sri Lanka: A Case Study of Yala Wildlife Destination
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Abstract
The objective of this study is to analyse the demand for responsible tourism in Sri Lanka by identifying the key factors affecting demand for responsible tourism. Such contributory factors are analysed to determine the degree of influence for the demand. Given the size and numerous stakeholders in the industry, the scope of this study was limited to analysing international tourists’ demand for responsible tourism in the Yala Wildlife Destination. In order to understand the key factors influencing demand for responsible tourism, a comprehensive review of literature was conducted. Findings from the literature review that conditions in the tourism destination, demographic factors, concern for local communities, and pricing in the destination market are the main factors influencing demand for responsible tourism. Based on these key findings from the literature review, the conceptual framework and the hypotheses of the study were developed. Conceptual framework of the study consisted of four independent variables i.e. Concern for local communities in the tourism destination, conditions in the tourism destination, demographic factors, and pricing in the tourism destination, and one dependent variable i.e. demand for responsible tourism in Yala Wildlife Destination. Data for the study was obtained from a structured self-administered questionnaire, which was distributed to international tourists visiting hotels located in the Yala Wildlife Destination. Bivariate analysis of survey data indicated that all four independent variables have statistically significant correlations with the dependent variable (demand) in the model. Multivariate analysis of the data indicated that the four independent variables collectively accounts for 94.8% of the variance in the dependent variable.
Keywords: Responsible Tourism, Sri Lanka Tourism, Factors Of Demand for Tourism, Wildlife
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