Tourism Industry Sri Lanka

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CONTENTS Task One: Reaching the full potential of tourism
1 2 3 4 5 6 Introduction Tourism boom in post war era Need of the hour- enhancing quality of employment Inertia as an impediment Association of MACRO and MESO factors Prospective publications for the article 02 02 02 03 03 04

Task Two: appropriate strategy by harmonizing with ground realities 8 9 Introduction Labour Market below par with demand 05 05 06 07 08 09

10 Inertia as an impediment to expansion 11 Ground realities contradict more profitable segmentation strategy 12 Countering stumbling blocks 13 Proactive response to the situation from a marketers viewpoint

14 Appendices
Table 1: fluctuations of the tourist arrivals in Sri Lanka during the civil war Table 2: International tourist arrivals % changes for the first 4 months of 2010 Table 3: Accommodation Capacity (Rooms) in Graded Establishments and its Regional Distribution - 1999 to 2008 Table 4: Direct Employment in the Tourist Industry - 2006 to 200861967 Table 5: Tourist arrival by month in Sri Lanka

11 11

12 12 13

15 References
16 Declaration

14 15


TASK ONE REACHING THE FULL POTENTIAL OF TOURISM Introduction Thirteenth century Italian voyager Marco Polo described Sri Lanka as “the finest island for its size in the world”. For an island nation which seems to possess many natural resources and beauty in abundance, Sri Lanka is yet to tap into their full potential in tourism. This is mainly due to the thirty year old civil war which overwhelmed the country with its violence and destruction. It affected tourism due to the adverse publicity and the travel warnings issued by the potential countries indicating Sri Lanka as “a visit at your own risk” destination. Tourism boom in post war era After the war, tourism has become one of the most vibrant sectors with tourist arrivals increasing by 53.7% in March of this year as compared to last year (Table 5). It is expected that 1.5 million tourist will arrive during the...
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