Tea tourism as a marketing tool: a strategy to develop the image of Sri Lanka as an attractive tourism destination

Abstract

Tourism is one of the world’s largest industries as well a provider of employments over to 100 million populations around the world. Niche tourism refers to strategy that specific tourism product personalized to meet the needs of a particular tourist segment. Hence Tea tourism has been identified as one niche Tourism segment emerged with novel concept of sustainable and nature based eco-friendly tourism. Research objective is to identify the potentials to promote Sri Lanka as a tea tourism destination with special reference to Badulla and Nuwara Eliya districts by investigating the tea tourists’ attitudes, expectations and destination attributes and local community involvement for tea tourism. Sample consists with 173 tea tourists and structured questionnaire and semi structured interviews were adopted in primary data collection. The numerous potentials have been identified which will be in capable of promoting tea tourism. Destination image building with the brand name of “Ceylon Tea”, global promotional campaigns with the collaboration of Social Media Marketing tools as well introducing sustainable tourism experience packages has been recommended.

Keywords

• Destination image building, Niche tourism, Sri Lanka, Tea tourism