Executive summery

The assignment is based on the subject of marketing which is about the actions or business of
promoting and selling products or services, including market research and advertising. Author
of the report is served as a management consultant in to the ministry of tourism in increasing
the tourism volumes of the country.
Tourism industry of Asia and Sri Lanka has analyzed in terms of internal and external
environment in identification of the current status and the raking of Sri Lankan industry of
tourism in the world market.And marketing objectives have newly established with the
objective of the ministry of tourism. To reach the objectives by next three years new
marketing strategies have been implemented by the growth strategy and market targeting,
segmentation and positioning. To support the strategies implemented the marketing mix by 4
Ps has used in supporting the findings and new strategies. Also customer experiences has
analyzed in terms of the practices, productivity and the effectiveness of the industry in order
to enhance the tourists volumes of the Sri Lankan tourism industry.

1.0. Introduction
Tourism is the business of providing services such as transport, places to stay, or
entertainment for people who are on holiday (Cambridge dictionary, 2015).Tourism is an
industry which is booming in Asian sector specially in Sri Lanka as the 30 years war has
ended. Ministry of tourism of the country is expecting 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 unique products as
leisure and eco-tourism products in the Asian tourism industry. Identification of market
climate is much important in developing a market plan and Industrial analysis will help in
identification of the current market situation according to the surveys conducted by Sri
Lankan tourism department, ICRA Management consultancy Sri Lanka and tourism
development strategy 2015 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 mix and targeting and positioning of
the industry. Customer experience 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 Indian Ocean in South Asia as the tropical island, nation where the
original soul of Buddhism still flourishes and where natures beauty remains abundant and
unspoilt. As a result of its location in the path of major sea routes, as of 2010 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 unique experiences as the island of magical
proportions as named as serendib, Tabrobane and the pearl of Indian Ocean within a mere
area of 65,610 kilometers lie 8 UNESCO World Heritage Sites. According to the Industry
life cycle the industry is identified as a growing industry as a low rivalry and high growth
with weak buyers with low entry barriers.

Title: Industry life cycle

Sri Lanka Industry
of tourism

Figure No: 01

Source: (Johnson and Whittington et al, 2011)

Welcome to Sri Lanka, Wonder of Asia the slogan set by Ministry of tourism and the
upcoming programs set by the government with the full involvement of the country residents
as they are being facilitated by this industry.

2.1. Tourism industrial climate of Sri Lanka (Internal environment)

Tourism development authority (SLTDA) has formed as Apex body of Sri Lanka tourism
under section 2 of Tourism act (No.38 of 2015) is formally established as Sri Lanka Tourism
board under ministry of tourism which is established under Sri Lankan government in
responsible for all the tourism activities of the country and which committed towards
transforming Sri Lanka in to Asias foremost tourism destination and SLTDA is starved in
developing the industry of tourism in terms of unique and quality tourism services and
products that would make Sri Lanka as a unique destination globally, Activities including
identifying and developing tourist specific and unique products and services, formulating and
implementing Ministry has implemented Tourism Development Guidelines and facilitating
and implementing the legal and administrative process for new product and service

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 No: 01

Source: (ICRA Management consultancy survey, 2010)

End of the 30 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 tourisms boom of the world. When 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 coastal
tourism which leads with leisure tourism. Major tourist attractions in Asia Maldives, India,
Thailand, Malaysia, Philippines are offering different products in tourism. Ex: Maldives
cannot offer what Sri Lanka has and the same goes to Sri Lanka. That is the main reason why
there wouldnt 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
Figure No: 02

Source: (Tourism development authority, 2015)

2.2. Tourism industry of Asian sector (External environment) by PESTEL analysis
Industry Environment Analysis is a study which done to assess the current industry
environment. This exercise helps understand the various aspects and predict trends of the
industry, Stakeholder practices, competitions and developable aspects of the industry.
Political - Sri Lanka is a democratic, socialist republic and a unitary state which is governed
by a semi presidential system with a mixture of a presidential system and parliamentary
systems and constitutes a parliamentary system governed under the constitution of Sri Lanka.
Main focus of the industry and facilitating the National Tourism Strategy introduced in 2011
to develop the tourism sector as making facilitations to the industries where growing and
backbone of the economy. Promotional activities conducted by the government in 25 trade
and travel fairs worldwide with travel industry participation in direct market promotions that
were held in the UK, China, Germany, India and the Netherlands and other countries.
Regulations 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 Ministry of
Economic development to develop tourism

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 US $2,435 and PPP value of US $5,220.
It recorded a GDP growth of 8.3% in 2011.The development of domestic infrastructure
facilities, strategic investments by global hotel chains, promotional campaigns, new tourist
attractions and identified zones in the Northern and Eastern Provinces for tourism
development activities, gave Sri Lanka a stronger stand in international promotions. surveyed
by Jones (2011) and as per Schwab (2011), classifieds Lanka as an emerging market in 2010
and Citigroup classified it as a 3G country in February 2011.Also Sri Lanka ranked well
above other South Asian countries in Human Development Index (HDI) with 0.658 points
and Earnings from tourism exceeded US Dollar 1 billion, Tourism Development Zones in
Kalpitiya, Kuchchaveli and Yala are being promoted for investment with a view to
developing tourism on different themes. Ex: Shangri-La Asia Limited.Sri Lanka Tourism
Development Authority (SLTDA) together with the Urban Development and Authority
(UDA) continued its tourism zone identification process in the districts of Mulativu, Mannar
and Jaffna in the Northern Province.
Social - Sri Lanka has a population of little over 20 million people and is far ahead of South
Asian neighbors in the accomplishment of human development goals. As per Department of
Census and Statistics (2013), As the society developed many industries were facilitated as the
tourism industry has fed by educated and skilled natives as the travel and trade industry
related subjects are mainly focused in secondary education. Development in mass media and
word platforms are transferring the information of the country to the world and to meet new
clients and fine indicator to showcase such developments taking place in the changing
attitudes and consciousness of people of Sri Lanka as increasing trend of domestic tourism as
a result of increasing living standard of people and there is a tendency of guest arrival from
European countries
Technological Higher rate of growth in technology reduces the cost of industrial practices
and in the business processing of the country as development in information communication
technologies, transactions online banking, and communication and operations sophistication
as Schwab (2011), Sri Lanka has around 2 million internet users in 2011 and
telecommunication is one of the fastest growing sectors in Sri Lanka. Sri Lanka's cellular
subscriber base has shown a staggering 550% growth, from 2005 to 2010. Sri Lanka
Railways, spans1, 447 kilometers The recently opened Southern Motorway has link Colombo
and the down south to middle of the country, As by National Science Foundation (2012),

According to the figures about Sri Lanka had spent more than 5 billion us dollars on research
and development(R & D) in 2008.
Environmental - Sri Lanka enjoys a tropical climate with varying temperatures according to
location. Coastal or upland areas benefit from Cool Mountain or sea breezes all year round
Monsoon season is between May to September in the South & West and October to April in
the North & East of the country. Environment healthy concepts have introduced to the
country as ecofriendly hotels and green organizations concept. Government 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.
Legal - Ministry of Justice of Sri Lanka (2015), The Legal system of Sri Lanka is a highly
complex mixture of several laws. Sri Lanka has strong labor policies which clearly stipulate
the working hours, age limits and prohibition of child labor, industrial safety etc. and the
salaries are paid monthly. Regulatory system of the country has implemented special
immigration laws for the foreigners who visits the country in avoidance of violence and
implemented special police units in tourism areas to secure the visitors to the country.
Tourism board has implemented regulatory frame work in all kind of tourism related
businesses in its practices in guaranteeing the quality output and maintenance of loyalty.

2.3. SWOT analysis

Strengths

Excising Tourists attraction and arising volume of tourism arrivals in to the country, Sri
Lanka currently has numerous strong tourism markets. Western European countries as
U.K., Germany, France, Italy and Netherlands have been the main markets. Recently
tourist arrivals from Asian countries such as India, Russia, China and Japan as well as

visitors from Scandinavian countries have also picked up becoming major markets.
Natural resource base to support wide array of tourism opportunities/products and related
businesses and tropical forests possess a high level of biodiversity ( 25 biodiversity hot
spots in the world). Varying topography and unique ecosystems provide excellent
opportunities for adventure seekers.

Skilled labor force for employment in hospitality and tourism industry available
domestically at relatively low labor cost. Education and training focused in secondary

education and vocational institutes.

Fully facilitated accommodations totals to 14500 rooms catering to the tourism industry
as per end 2010 statistics the country has only 22,735 SLTDA approved hotel rooms.
Table No:02

Accommodation Type
Tourist Hotels
Boutique Hotels & Villas
Home Stay Units & BB Units
Guest Houses
Heritage Homes

Number
256
50
181
679
49
Source: (SLTDA, 2010)

Number of Rooms
14,948
577
560
6393
257

This means the industry has a task of adding around 22,500 rooms to the current capacity,
during the next five years. The new Tourism Act in 2007 established 4 institutes to handle
different aspects of tourism as follows,
1. The Sri Lanka Tourism Development Authority - new tourism product,
destination, and market development, planning and policy
2. The Sri Lanka Tourism Promotion Bureau - marketing and promotion
3. The Sri Lanka Institute of Tourism and Hotel Management: Human resource
development
4. The Sri Lanka Convention Bureau
Weaknesses

Variety of ecotourism and green concept, opportunities available the policy makers are
still concentrating on traditional sun and beach mass tourism. Despite 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 areas/huts, lodging

and camping sites are lacking or poorly maintained in some destinations,

Education and interpretation is a key aspect of tourism and shortage of skilled tourism
specialists and competent interpreters at tourism destinations. Severe shortage of such
specialists who are capable of communicating in foreign languages.

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. Hence theres a

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

Opportunities

European travelers are particularly becoming environmentally aware, for such traveler
markets ecotourism is an ideal product to capture revenues. The existing biodiversity rich
diverse ecosystems provide numerous opportunities for ecotourism development as never
as the other main Asian tourist attractions such as Maldives, Thailand India and
Indonesia.

Title: Top Ten Source Markets of Sri Lankan Tourism (2013 & 2014)
Table No: 03

Source: (Tourism development authority, 2014)

Due the eradication of terrorism from north and east part of the country new opportunities
for foreign and domestic tourism have emerged. National parks which were closed for
public are now opened as new opportunities for tourism is widely available in northern
area.

Effective marketing and promotion programs can be launched especially using internet

and modern technology to reach new and existing markets

Growing political and economic relationship with China and India as emerging markets

and foreign investments.

There are formal institutes including universities that particularly can conduct studies on
tourism sector. Most tourism studies are conducted on economic impacts of tourism.
Research should more focus on new markets, alternative forms of tourism, demand and
supply, behavior and policy.

Threats

Main Asian tourism attractions Maldives, Thailand India and Indonesia and world tourism

attractions and rising demand.

Under developed infrastructure
Environmental and socio cultural degradation due to mass tourism and mal practices in

the society.
Lack of diversification in tourism products
Foreign exchange leakages occur in mass tourism.
Lack of Air Connectivity.
Changing needs and wants of tourists.

3. Marketing objectives towards the industry of tourism in Sri Lanka

Objectives 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.
Objectives are specific to the person or entity and easier to measure.as well the tool which
underlie all planning of strategies of the activities. Business objectives are major part of
business planning and describe what and how certain entity is expecting to chive something
valuable to them. Business objectives are included in to the business plan. Marketing
objectives are specific end result set by the business in promoting its products or services to
potential customers which should achieved in specific time frame. The strategic Marketing
objectives in developing the tourism industry of Sri Lanka for next three years are following,
1. Positioning 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.
2. To promote tourism to achieve 3.00 million visitors by 2018
3. Building the Sri Lanka Brand as a A Medium Sized Miracle in home and abroad

4. To promote Tourism as a marketing niche (Niche tourism)

5. To promote Sri Lankan culture, heritage, arts and crafts in making an economical benefit
for small and medium scale businesses.

4. Marketing strategy
As per the Mission of Sri Lanka Tourism Promotion Bureau (2014),

Being a catalyst to improve, enhance and maintain the much needed infrastructure.
Establishing and enhancing a high quality product and service based to satisfy and delight

tourists focusing on their safety and security.

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

in tourism.
Positioning 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.
Meeting the human resource demands of the industry through development of

professionalism, skills development and training.

Involving 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.
Expanding 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 Objectives and mission. Country
itself should enhance its mission statement that it aims its differentiation to give the
visitor an individualized experience and use its new brand Sri Lanka.
4.1. Growth strategy Ansoof matrices
It 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: Growth strategies
Figure No: 03

Product

Exciting

New

Market
penitration
1.Product penitration
2.increase promotion
Excising
3.Attract competition
customers and dealers

product
developement
1.Tourisam Nitch
2.New products

Market
Market
development
1.New customers
New from geographical
markets

Diversification
1.Multi destination
tourisam

Source: (Author originated source)

Market penetration Marketing and selling current products in the current market as a
market expansion and growth strategy, Sri Lankan Industry of tourism is using product
penetration in increasing the attractiveness of the product and taking on the challenge of the
competitors by reducing price. Ex: Sri Lankan arts and craft are introduced by international
arts and crafts exhibitions and sells for low price. This leads for increase the promotion in
international environment as well in local society of the Brand Sri Lanka and the Sri
Lankan culture. Encouragement of conducting promotions of Sri Lankan foods and
international foods by small and medium businesses in tourist attraction areas will help the
businesses to expand its market and to attract the tourists in to country in expanding the
market. Ex: promotion of foods by restaurants and boutique hotels in Galle 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 expanded.
Product Development New or improved products services in to the existing markets, Sri
Lankan industry of tourism is growing and surge to develop its market. Hence the tourism
nitch is the most upcoming trend as using the destination not only as a travel destination but

as a life important destination. Tourists are attracted and facilitated in celebrating their
wedding functions, anniversaries and Birth day in Sri Lanka. Hotels 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, Ex: New mobile communication packages for tourists by Air tel.
Market development New customers from new countries can be attracted by using many
resources of the country. National carrier Sri Lankan airlines can expand its flying
destinations in to new destinations to attract new countries. Sri Lanka can develop fully
equipped 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.
Diversification New products in to new markets is a strategy in tourism as multi
destination tourism, In 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. Ex: Sri Lankan airlines are offering travel packages
which include accommodation, water sports, adventure and many more facilities, Hotels
which are specialized for adventure or watersports, Heritage cites in learning the heritage.
This helps in introduction, expansion of the market share while contributing economically to
the communities of the country.

4.2. Title: Market segmentation

Graph No: 01

4.4 Positioning
in International Youth - Travel, Leisure.
the country and the strategic market approach should be taken in to enhance the market share
from India (15%) followed by China (11%) and UK (9.1%) due to the tourists attractions of
target market of the Sri Lankan tourism is the Pleasure/Holiday category is 67.95% were
According to the current figures of SLTDA (2014), the highest proportion of visitors and the
4.3. Target markets
Expactriates who are visits the country for employment oppertunities and
for long term stay.the behaviours and the interfearances of the person
should be taken in to the grant by the company who has sonserd the
person to come to the country.5% from all the tourist arrivals to the
country are international employees.

People from different countries and who are arriving for business
purposes are much important for the country as they briging economical
benift for the country and status of their activities with in the country
shuld be strickly monitored.SLTDA (2014), 1.33% from all the tourist
arivals are business visitores.

International and local families and their travel behaviours,interests,

speding abilities in relation to their trips,activities within Sri Lanka is
importnat for the industry as both parties are being
facilitated.According to SLTDA (2014), 27.45% from all the tourist
arivals are families as they love to travel with family and exploring
the cultures,heritage and natural beauty with kids.

This particular market is a sub segment of the larger youth market. It

removes certain purpose of visit segments such as education, business
and employment. Instead the focus is on young visitors who have
come to Sri Lanka for the purpose of a holiday or to visit friends and
relatives. According to SLTDA (2014), 67.95% from all the tourisam
arrivals are international Youth as they love in experiment and
adventure.The highest proportion of visitors in thePleasure/Holiday
category were from India (15%) followed by China (11%) and UK
( 9.1%).

International
employees
International
Business visitors
International
and family
International
Youth - Travel,
Leisure

According to DiMingo (1988), Market 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. Industry 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 Maldives, Thailand, India, Malaysia 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 Promotion Bureau, 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 experience high. There must be a consistency
among the various offerings. Sri Lanka can develop more tourism sites as Galle fort and
heritage sites as Sigiriya, Specially cites in northern area as position according to the user
class as youth leisure. Position by price value also can be applied in to Sri Lanka in delivering
low cost services and products as by relevant quality as Sri Lankan fine crafts. Position by
application, the adventure and water sports can be developed in targeting the target segments
of tourists.

5. Marketing Mix
The Marketing mix concept is a set of four decisions which needs to be taken before
launching any new product. These variables are also known as the 4 Ps of marketing. These
four variables help the companies in making strategic decisions necessary for the smooth
running of any product / organization. He variables are,

Product
Price
Place
Promotions

According to Borden (1964), having the right marketing mix at the start of the marketing plan
is absolutely essential. Over time the concept of marketing mix has provided a steady
platform for the launch of a new product or business. Sri Lanka industry of tourism should
have right marketing mix in planning its operations for next three years.
Product

Product is the combination of tangible and intangible elements. The tourism products in Sri
Lanka which is mainly the destination can only be experienced. 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. Each of these components has its own significance in
the product mix and in the absence of even single components the product mix is incomplete.
This project covers the entire island and will be a key contributor towards building provincial
level tourism. As setting up a One Stop Shop at SLTDA for tourism related investment
projects with the cooperation of BOI, UDA, CCD, EA 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 next three years. The potential investors are encouraged
to consider the following opportunities:

Golf Courses
Race Courses
Water Parks
Theme Parks
Marinas
Shopping Malls
Entertainment Studios
Adventure Sports
Light Aircraft Services/Sea Planes
Boat Manufacturing/Boat Hiring
Convention/Exhibition Centers
Taxi Services
Gaming Cities

Price
Pricing in tourism is a complex process. Pricing includes the prices of other services like Air
travel, Bus, Railways, Hotels, food, Leisure activities as in Sri Lanka Air Lines and hotels
have arranged tourism packages for easy pricing. Pricing also depends on the Geographic
location of the destination, Ex: White water rafting at kithulgala Water 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. Ex: Cinnamon
hotels and Cinnamon Air is the tourist attraction in Sri Lanka. Pricing is also based on
competitors pricing. Pricing is also subject to government regulations. Ex: Cinnamon and Sri
Lankan Air taxi price changes tourism package also changes, if Hotel charges change then
also tourism package changes. Pricing of the tourist product is a complex matter because of

its composite nature. Geographical 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 next three years of time.
Place
Different distribution strategies have selected Tourism marketing in Sri Lanka. Tourism as a
product is distributed as a travel. Internet is also used widely. There is an also internet agents,
web sites, Ex: Agoda, Aitken Spence and agents Internet based, Ex: Trip advisor plays a role
of place. Large travel companies, Ex: Jet wing they act as wholesalers and these wholesalers
also act as a retailer. The tourism marketer may not have adequate choice of the tourist center
because in most of the case the tourist destinations many be natural, historical attraction. But
infrastructure facilities, transportation, communication are important for the development of
the tourist centers in tourist attraction cites to meet the demand by next three years. Here in
Sri Lanka all this people are combined to gather and has arranged special tourist packages,
decision that the tourism marketer takes regarding distribution is relating to the channel of
choice and channel members (Whale watching tour packages). The two major functions
performed by the distribution system in tourism marketing in Sri lanka are,

To extend the number of points of sales or access away from the location at which

services are performed or delivered

To facilitate the purchase of service in advance

Different distribution strategies have selected in achievement of the objectives by next three
years as the middleman may be tour operators (Sri Lankan airline or Jet wing tours), who buy
tourism products in bulk and make them available to travel agents who are retailers (Agoda).
The range of tourist products which are bought by the tour operators are airline seats, hotel
accommodation, bus for local sightseeing. They may also sell directly to customers.

Promotion
Promotions are important in tourism in creation of awareness has a far reaching impact. The
government, tourist organizations bear the responsibility of informing, persuading and

sensing the potential tourists in a right fashion. Government has taken the initiative in Sri
Lanka by Sri Lanka Tourism Promotions Bureau in promoting the Brand Sri Lanka in to
world. Newly implemented in celebrating the world tourism day, concept is "Cruise Tourism"
which is worth 21.7 million worldwide guests with Sri Lanka registering a number of fifty
thousand plus for the year 2015 is targeting a 100,000 visitors by end 2018.Also conducting
culinary, trade and fair, gems and jewelry exhibitions in collaboration with Asian sector
countries will be good promotional tool for next 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. Promotion helps in maximizing the duration of stay, frequency 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. Its coverage is wide. Arrangement and take part of World
celebrations as beauty queen 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 next three years.

6. Customer experience
For the tourists who come to the country should receive what they expected as a percent
experience. So the identification of the needs and wants of the customers in terms of different
perspectives (Marketing Mix) are very much important in tourism Sri Lanka mainly targeted
on Leisure tourism as Youth who expects adventure should guide correctly, the customer
experience 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. Even 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
Ministry of Tourism.
Title: customer value, benefits /sacrifices
Figure No; 04
Source: (Author originated source)

Hence The Sri Lanka Tourism Board has strictly monitored the activities f the industry. The
expected quality should be offered by the country to make them a valuable experience. Also
tourists are experiencing 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, Ex: Tourists are being
charged high prices for food and accommodation, People are cheating on them. These are
affecting the brand name of Sri Lanka and the loyalty of the customers, impression towards
the country. Communication strategy should established by new media platforms to transfer
the information to the world. Tourists should offer extraordinary experiences stand out
against malpractices of the society as SLTDA has given a common telephone number for 24
hours tourist quarries. Also the health and safety issues of the leisure activities, locations and
equipments are arising in the industry tourists are making negative impression on that.
Professional knowledge is less in Sri Lanka and updated equipments. Also the quality
standards should be established and monitored by the development authority.
Efforts should focused on attracting the leisure bound traffic from new potential markets
which have not been fully exploited whilst reverting to the traditional markets as historically
the mass of our annual arrivals, (as much as 75% 80%) have been from the leisure end of
business and to prevent all the negative customer experiences 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, physically/psychologically challenging and moment of
personal development as valuable experiences by UNESCO heritage sites or Sri Lanka. Sri
Lanka is suggested development of a best practice Eco Lodge as in the Sinharaja Rainforest,
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

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.

7. Conclusion

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 expansion 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. Both private and government sector should widely
investigate the resource requirements 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.

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