tourism outlook conference sri lanka 2014 abstracts

Tropical Tourism Outlook Conference

Nature, Culture and Networking for Sustainable Tourism combining

The 7th Tourism Outlook Conference and The 3rd Tropical Coastal and Island Tourism Conference 8th to 10th August 2014 - Heritance Kandalama, Dambulla, Sri Lanka

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Tropical Tourism Outlook Conference Sri Lanka 2014

Nature, Culture and Networking for Sustainable Tourism

ABSTRACTS

Department of Tourism Management Faculty of Management Studies

Sabaragamuwa University of Sri Lanka P.O. Box 02, Belihuloya 70140

SRI LANKA

www.sab.ac.lk




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CONFERENCE PARTNERS

Sabaragamuwa University of Sri Lanka (SUSL), Department of Tourism Management, Sri Lanka Universiti Teknologi MARA, (UiTM), Faculty of Hotel and Tourism Management, Malaysia

Northern Arizona University (NAU), Department of Geography, Planning and Recreation, USA

International Geographical Union (IGU), Commission on the Geography of Tourism, Leisure and Global

Change

Tourism Geographies journal (TG), Routledge, U.K.

CONFERENCE SECRETARIAT

Dr. Iraj Ratnayake, SUSL

Dr. W.K.A.C. Gnanapala, SUSL

Mr. M.S.M. Aslam, SUSL

Dr. Nor' Ain Othman, UiTM

Dr. Norliza Aminudin, UiTM

Dr. Alan A. Lew, NAU and TG and IGU

SCIENTIFIC COMMITTEE

Dr. Norliza Aminudin, UiTM Shah Alam, Malaysia

Mr. M.S.M. Aslam, Sabaragamuwa University of Sri Lanka

Dr. W.K.A.C. Gnanapala, Sabaragamuwa University of Sri Lanka

Dr Mohamad Abdullah Hemdi, UiTM Shah Alam, Malaysia

Dr. Alan A. Lew, Northern Arizona University, USA

Dr. Lawal Marafa, The Chinese University of Hong Kong

Dr. Dieter Mueller, University of Umea, Sweden

Dr. Nor' Ain Othman, UiTM Shah Alam, Malaysia

Dr. Iraj Ratnayake, Sabaragamuwa University of Sri Lanka

Dr. Jarkko Saarinen, University of Oulu, Norway




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Table of Content

Levering Crowd Sourcing to Facilitate the Development of Sustainable Tourism Industry D.A.M. De Silva

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Green Marketing Practices and Customer Satisfaction: A Study of Hotels Industry in Wennappuwa Divisional Secretariat Ambalam Pushpanathan and Heiyantuduge Lakmal Nuwantha Perera

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The Role of Government on Community Resilient in the Homestay Industry in Malaysia Ammar Abd Ghapar, Nor'Ain Othman and Salamiah Jamal

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Role of Training and Capacity Building in Southern Tourism Development Nilantha De Silva and A.D. Jayasinghe

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Socio-Economic Impacts on Local Community through Tourism Development with Special Reference to Heritance Kandalama Geethika Nayomi and W.K. Athula Gnanapala

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Environmental Management for Sustainable Countryside Tourism in Tanzania: An Evaluation of the Policy & Practical Challenges - A Case Study of Ruaha National Park Celia I Muyinga

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The Study on Level of Visitor Satisfaction at Different Attributes of Yala National Park, Sri Lanka C.N.R. Wijesundaraa and H.A.C.S Hapuarachchib

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Harassments on Tourists at Cultural Sites in Sri Lanka D.P.U.T. Pathirana and W.K. Athula Gnanapala

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Tourism Development and its Impact on Residents Quality of Life: The Case of Tioman Island Mohd Hafiz Mohd Hanafiah, Akmal Adanan and Raziff Jamaluddin

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Networking and Stakeholder Participation in Community Based Tourism: A Case Study H.M.H.M. Herath and P.K.S. Munasinghe

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Diverged Meaning of Heritage: A Critique on Visual Authenticity of the Golden Rock Temple of Dambulla Iraj Ratnayake and Mahesh Hapugoda

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Human Resource Audit for Sri Lankan Tourism and Hospitality Industry Isuru C. Hettiarachchi and D.A.M. De Silva

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Motivations and Constraints of Adoption of Environmental Management Practices by the Hotel Sector in Sri Lanka Kanchana Wickramasinghe

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Sustainable (Eco)Tourism Development: The Belum-Temenggor Forest Complex Khairil Wahidin Awang

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A Proposed Guidelines for Sustainable Tourism Development Practices for Hotel MICE Venue Maisarah Abd Hamid, Noralisa Ismail, Zatul Iffah Mohd Fuza, Khairil Wahidin Awang and Khairun Najiah Ahmad

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Current Trends and Emerging Issues in Medical Tourism in Tropical Asia Malcolm Cooper and Mayumi Hieda

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Impact of All-inclusive Tour Packages with special reference to Bentota Tourist Resort W.H.M.S. Samarathunga and W.K. Athula C. Gnanapala

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Developing the Foreign Language Competencies of Tourism Industry Oriented Undergraduates in Sri Lankan Universities H.J.M. Yoganjana S. Menike and K. Manori Pathmalatha

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Drowning in Tourism: An Industry Opportunity to Lead the World Michael D C Fonfe and John Connolly

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Community Capacity and Participation in Sustainable Rural Tourism Development in Sri Lanka M.S.M. Aslam, Khairil Wahidin Awang, Zaiton Samdin and Norain Binti Hj. Othman

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Global Climate Change Implications for Tourism Sector in Sri Lanka: A Review Mohamed Esham

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Community Based Ecotourism Operation: The Help or Hindrance of External Forces Nantira Pookhao

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Tourism Interference and Cultural Sustainability of Indigenous Community Noorerliza Jailani and Norliza Aminudin

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Accountability of Government Agencies and Homestay Operators in Homestay Programmes in Malaysia: Lessons from Afar Nuraisyah Chua Abdullah and Jamaliah Said

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Governance of Rural Tourism: Legal and Policy Framework of Selected Countries Nuraisyah Chua Abdullah and Zuraidah Mohd Sanusi

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The Influence of Sustainable Tourism Awareness and Environmental Sustainability Dimensions on Behavioural Intentions among Domestic Tourists in Developing Countries Payam Mihanyar, Sofiah Abd Rahman and Norliza Aminudin

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Ecological Behavioural Intentions Based on Sustainable Tourism Awareness and Carbon Footprint among Domestic Tourists in Developing Countries Payam Mihanyar, Sofiah Abd Rahman and Norliza Aminudin

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Coastline Changes, its Vulnerability and Predictions A case Study: North Western Coastal Belt of Sri Lanka P.G.R.N.I. Pussella, Jagath Gunathilake, K.R.M.U. Bandara, J.A.S. Jayakody and T.L. Dammalage

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Adoption of Green Marketing by the Hotels in Sri Lanka: A Case of Colombo District K.G.P.N. Gamage, K. Wickramasinghe, A.P.S. Fernando and S.N.D. Dissanayake

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Residents' Attitude and Socio Economic Impact of Tourism Development in Isfahan, Iran Pooyan Ghomsheh and NorAin Othman

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One Dollar: One City - A Model to Integrate Neighborhood and Sustainable Tourism - Case Study Galle Fort, Sri Lanka Ranga Soysa and Zainab Khalifah

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A Comparison of Eco-Tourism Practices of Sri Lankan Hoteliers with Reference to International Standards Rangana Sri Shalika Wadippuli Arachchi, Abdol Ali Khatibi and Mohd Shukri Ab. Yajid

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Estimation of Welfare Benefits for Recreational Planning: A Case Study in Kawdulla National Park in Sri Lanka R. M. W. Rathnayake and U.A.D.P. Gunawardena

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Role of Agri Tourism as a Moderated Rural Business Rohana P. Mahaliyanaarachchi

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Economic Innovative System Indicators for Islamic Tourism NorAin Othman and Rozian Mohd Taha

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Analysis of Demand Motivators for Nuwara Eliya as a Tourist Destination Ruwan Ranasinghe

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Operators Perspective on Homestay in Sri Lanka Ruwan Ranasinghe and Iraj Ratnayake

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Home Away From Home: A Promise to a Reality in Commercial Hospitality Sarath Munasinghe and Uditha Liyanage

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Up Scaling Aboriginal Handicrafts and Woodcarvings as the Potential to Promote Peninsular Malaysia Tourism Siti Sarah Adam Wan, Zalina Ibrahim, Dona Lowii Madon and Muhammad Firdaus Nasir

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Leadership Factors in the Continuity of the Negeri Sembilan Homestay Programme Wan Siti Zubaidah Yahya, Norliza Aminudin and Norzuwana Sumarjan

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An Evaluation of Graduates Perception on Employment in the Tourism and Hospitality Industry W.G.S.R. Wijesundara

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Stakeholder Conflicts in Tourism: A Study of Hoteliers and Travel Agents in Sri Lanka W.K. Athula Gnanapala

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Tourists Experiential Value Perception and Motivation to Revisit Heritage Tourism Destination Zaharah Mohamed Rani and Norain Othman

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Persuasion of Instagram on Generation Y Behavioural Intention to Travel Rozzana Ihsanuddin, Nurul Amirah Zainol Rashid and Faiz I. Anuar

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The Impact of Tourism Based Mobile Application towards Generation Y Travel Behaviour in Malaysia Dynna Ruth W. Lohindun, Rashidah Atan, Syazwani Mohd. Kassim and Faiz I. Anuar

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Increasing Demand of German Tourists in Choosing Sri Lanka as an Ayurveda Wellness Destination Nirosha Paranavitana and Lakmini Wanasinghe

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Levering Crowd Sourcing to Facilitate the Development of Sustainable Tourism Industry

D.A.M. De Silva

Department of Agribusiness Management, Sabaragamuwa University of Sri Lanka, Sri Lanka [email protected]

Sustainability of Sri Lankan tourism industry has forced the segment to investigate the alternative models. This paper explains how crowd sourcing would constitute for a promising business model in tourism industry. Study utilized 35 cross case studies to identify stakeholders, their roles and develop stakeholder map. Focus group discussions with key stake holders and co-creation research competition were used to test the model. First phase of the model is idea generation which begins with internal and external technology base. Researchers, industry experts, educators, students, industry partners, governments, local communities and clients were the key stakeholders of generating ideas. Sustainable tourism innovations begin with the generation of ideas with the collaboration of external crowds. Phase two of the model aims to filter the generated ideas and develop selected ideas into products and services. Commercialization of developed products and services belongs to third phase. Co creation model generated economical outcomes for the tourism sector and the solutions were vital for the sustainability of the sector. Agro based alternative tourism activities, extraordinary sightseeing experiences, Spa therapy, shopping experiences, new services or unconventional events, ideas for travel, unique accommodation facilities, conventional meals and the use of information communication technologies for promotion were most favored expectations of the stakeholders. Key words: Crowd sourcing; Open innovation; Tourism




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Green Marketing Practices and Customer Satisfaction: A Study of Hotels Industry in Wennappuwa Divisional Secretariat

Ambalam Pushpanathana and Heiyantuduge Lakmal Nuwantha Pererab

aDepartment of Economics and Management, Vavuniya Campus of the University of Jaffna, Sri Lanka [email protected]

bVavuniya Campus of the University of Jaffna, Sri Lanka [email protected]

In the last decade, consumers have become more open-minded on ecological issues. Green marketing refers to selling product or rendering services based on environmental gain. It comes into continuation in late 1980s and early 1990s. Green marketing is rising quickly and consumers are willing to pay a lot for green product. There has been little analysis of the impact of this new market on the consumers and the environment so far. Green marketing affects all areas of our economy, it does not just lead to environmental safety but it also generates new market and job opportunities. Companies that are green stewards stand a chance of gaining many satisfied and loyal customers. Hotel company managers increasingly have to take environmental issues into account. Hotel industry in Sri Lanka has become one of the major income sources to the GNP. With the end of three decades war in Sri Lanka, hotel industry is developing more increasingly. And hotels are developing and implementing different kind of strategies to win the market through enhancing their customer satisfaction. On the other hand customers are now looking for more eco friendly hotels which secure their health and enhance their satisfaction. The research question of the present study is, how green marketing practices impact on customers satisfactions? Green marketing is a tool for protecting the environment for the future generation. It has a positive impact on environmental safety. Because of the growing concern of environmental protection, there is an emergence of a new market which is the green market. For Hotels to survive in this market, they need to go green in all aspect of their business. Consumers want to identify themselves with hotels that are green compliant and are willing to pay a premium for a greener life style. As such, green marketing is not just an environmental protection tool but also, a marketing strategy. The main objective of the present study is to analysis the relationship between green marketing practices and customer satisfaction. Three hotels in Wennappuwa area were selected for the presents study, such as Club Dolphin Hotel Waikkal, Ranweli Hotel Waikkal and Hotel Heaven Inn. 100 customers selected as sample for the present study. 45 customers were selected from Dolphin Hotel, 35 customers were selected from Ranweli hotel, and 20 customers were selected from Hotel Heaven Inn. The convenience sampling method was used in this study. A structured questionnaire was issued among customers of the hotel industry for collecting data. Environmental product and place strategies were considered as independent variables of the present study and customer satisfaction was considered as dependent variable. SPSS 16 package was used for analyzing the data of the present study. The finding of the present study indicates that the positive relationship was observed among environmental product and place strategies and customer satisfaction of the Hotel Industry in Wennappuwa. Keywords: Green marketing practices; Environmental product strategy; Environmental price strategy; Customer satisfaction




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The Role of Government on Community Resilient in the Homestay Industry in Malaysia

Ammar Abd Ghapar, Nor'Ain Othman and Salamiah Jamal

Faculty of Hotel and Tourism Management, Universiti Teknologi MARA, Malaysia [email protected]

The level of resilience measured will determine the action to be taken by the community as well as the

government to ensure the homestay operators sustained in the market. In Malaysia, community resilience

may not be associated with disaster as severe natural disaster does not happen in Malaysia. In the context

of this study, community resilience may be referred as the ability of the homestay community to enhance

and sustain in the business. The Government role in the context of resilience involves monetary support,

political influences and commitment; policies making, planning, legal and regulatory system, interaction

with emergency response and recovery, accountability and community participation. The role of

government in policy making and planning a strategic Tourism plan has been stated and registered in most

references and its vary from one country to another. This study focus at community-based homestay

through the concept of resilience, the findings should increase understanding of various aspect of

community resiliency, developing the government role within the homestay community at large.

Subsequently, this information can assist the policy makers in planning effective strategies and maintaining

the resiliency in the homestay tourism community. It is important for the community resilience to find ways

to protect and propagate what is valued and central for their survival. The findings from this study is hoped

to provide some indication to the government as what role to play in enhancing the sustainability of

homestay tourism. In this regards, more strategic approach can be recommended to increase the

government role and involvement in sustaining the homestay industry.

Keywords: Community; Resilience; Homestay; Government role, Tourism




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Role of Training and Capacity Building in Southern Tourism Development

Nilantha De Silva and A.D. Jayasinghe

Department of Agriculture Economics & Extension, University of Ruhuna, Sri Lanka [email protected], [email protected]

Today tourism is the 4th largest foreign exchange earner in Sri Lanka. Tourism is also a major employer in the island, whether directly or indirectly with the ability to provide employments for skilled, semi-skilled and unskilled workers. The biggest tourism asset of the Southern province is its palm fringed sunny beaches. People of the Southern province accepted tourism as an economic need of the country and one which can benefit their region. The specific objectives of the study was to study the present status, to find out state and non-state actors involved in the provision of training and capacity building services for tourism development, to investigate the needs of the training and capacity building and to identify the associated issues in the tourism sector of the southern province. A convenient sample of twenty hotels, twenty five guest houses, thirty five employees, twelve guides and fifteen tourists were used as the sample. Stratified random sampling technique was used. Primary data was collected using a questionnaire survey, focused group discussions and informal discussions. Wilcoxon sign rank test and descriptive statistical tools were employed to analyze the data. Results revealed that majority of hotels (74%) and guest houses (84%) were still not approved by Sri Lankan Tourist Development Authority. The number of participants registered for tourism training programs has been reduced in recent years. Very few numbers of hotels (5%) and guest houses (8%) were established in recent years. Thus actual accommodation capacity has not been met. There is less priority given to hold tourism promotion activities except sport tourism. So need to improve diverse tourism promotion events. Majority of Hotels and Guest Houses have perfect Organization structure, Staff evaluation and Monitory evaluation. But they have not Performance based salary increment or promotion schemes. 100% of Managers used Word of mouth for advertising their hotel facilities. There is a need for Web Site and e-marketing program preparation for popularize their facilities. High percentage of trained staff is performed in High standard Accommodation types. So trained staff cause for improve the service quality. Employees in tourism field cannot obtain enough salary. This cause low employee retention. Trainees were not satisfied with their programs so need to improve time duration of trainings, content of training and practices of industrial trainings. Study also found out, poor participation of women in tourism employment due to negative response and attitudes by the society.




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Socio-Economic Impacts on Local Community through Tourism Development with Special Reference to Heritance Kandalama

Geethika Nayomi and W.K. Athula Gnanapala

Department of Tourism Management, Sabaragamuwa University of Sri Lanka, Sri Lanka [email protected]

Tourism is considers as one of the largest and fastest developing sectors of the world. Its high growth and development rates bring considerable volumes of foreign currency inflows, infrastructure development, employment generation, regional development, economic multiplier effects and introduction of new management and educational experience actively affect various sectors of economy, which will be positively affected to the social and economic development of the country. However the industry also generates a number of other negative socio- economic and cultural impacts on local communities. Therefore, the study considers the main social and economic impacts on local community trough tourism development in Kandalama area of Sri Lanka. Heritance Kandalama, a star class hotel, commenced its operations in 1994 beside the Kandalama lake in a picturesque environment. During the construction stage there were many protests against the hotel and may parties claimed that the hotel will pollute the natural and the socio-cultural environment in the area. Finally, the company build a award winning environmental friendly hotel and introduced many programs to deliver benefits to the local community through their CSR activities. The study mainly target to identify the social and economic impacts on local community and their perception towards the tourism development in the neighbourhood. The study is adapted the mixed methodology and the data is generated through structured questionnaire survey, personal interviews and discussions. The study identified that community has developed positive attitudes about the tourism development and the community is accepted tourism as a major income source through active and passive participations. The hotel also has taken numerous policy decisions and practices to ensure the delivery of benefits of tourism to the local community. As usually the industry has generated both positive and negative impacts in the area. However, the negative impacts are at a minimum level when compare with the positive impacts. It is suggested that to have more community awareness and education programs in order to obtain positive benefits and to minimize the negative impacts of tourism. Community empowerment and their capacity building is highly important in this context Keywords: Tourism development; Socio-economic impacts; Community perception; Sustainable tourism development




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Environmental Management for Sustainable Countryside Tourism in Tanzania: An Evaluation of the Policy & Practical Challenges -

A Case Study of Ruaha National Park

Celia I Muyinga Zhejiang University, Zijingang Campus, Hangzhou, Zhejiang Province, P.R. China

[email protected]

The role of tourism as a development tool, particularly in developing countries, has been cast into doubt by such problems as the industrys foreign domination and dependency, socio-economic and spatial polarization of the activity, environmental degradation, and cultural alienation or erosion of social control and identity of host communities. The extent of these problems and the performance of the tourism industry in the developing countries, more so in sub-Sahara Africa, are influenced to a large extent by the quality of the countries policies and their implementation. Policy quality is, in turn, largely determined by the presence or absence of a vision and comprehensive long-term strategy for the tourism industry. For my native country Tanzania, a framework for evaluating the policy-practice interface is important especially for a sector such as tourism dominated by private investment where, generally, planning needs to be tempered with local realities if overall benefits to the small economy are to be realized. At its best tourism is and will continue to be an enriching experience for Tanzania and other economies of the third world dependent on foreign exchange for their growth. Accompanied by bad policy and practice, however, it can turn into a disaster for the visitor, the place and the host community. Whereas- as research has established -some erosion and pollution of resources is caused by great numbers of visitors, most environmental damage in the tourism industry is caused by lack of plans, policies, and action to prepare for changes in demands in the economic, social and political spheres.




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The Study on Level of Visitor Satisfaction at Different Attributes of Yala National Park, Sri Lanka

C.N.R Wijesundaraa and H.A.C.S Hapuarachchib

aDepartment of Tourism Management, Sabaragamuwa University of Sri Lanka, Sri Lanka [email protected]

bDepartment of Sport Sciences & Management, Sabaragamuwa University of Sri Lanka, Sri Lanka [email protected]

The number of visitors selecting to visit the many national parks spreaded around Sri Lanka is constantly booming after establishing the peace in 2009. The Yala is the mostly visiting National park in Sri Lanka. There has only been a lesser number of research undertakings into the measure visitor satisfaction at National parks in Sri Lanka. With this in mind, the researcher set out to investigate and identify the visitor satisfaction at different attributes of the local National park and inspect their intention to revisit. The five variables used in the study were measured by distributing Questionnaire on their visit to Yala Nation Park. The set of questions were used to measure the level of visitor satisfaction at Yala National park & measured the intention of revisit. The variables developed were based on the items traditionally used in tourism research studies on park attributes such as park information, park personal, park maintenance, park facilities and park experience. The quantitative approach was employed for the study. The results of the study shows that visitors are satisfy with the Park information, Park maintenance and Park experience while desperate at Park personnel and Park facilities. Further the results show that there is positive tendency at park loyalty and repeat intentions to Yala National Park. These results further confirmed that Park information, park maintenance and park experience influence significantly and positively for visitor satisfaction at the park & its stimulate the repeat visit intentions. However the study found some must improve sectors of the Yala National park such as Park personnel and Park facilities to further strengthen the bond of visitors at Yala Park. Keywords: Visitor satisfaction; Park attributes; Park loyalty




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Harassments on Tourists at Cultural Sites in Sri Lanka

D.P.U.T. Pathirana and W.K. Athula Gnanapala Department of Tourism Management, Sabaragamuwa University of Sri Lanka, Sri Lanka

[email protected]

According to Macintosh and Goeldner (1986) tourism is the sum of the phenomena and relationships arising from the interaction of tourists, business suppliers, host governments and host communities in the process of attracting and hosting these tourists and other visitors. People travel in different destinations to fulfil their travel needs. The culture and history are considered as one of the major travel motives of the tourists to visit Sri Lanka. Sri Lanka is rich with numerous cultural and historical treasures including eight world heritage sites. The main objective of this study is to identify the types of harassments faced by the tourists at Cultural sites in Sri Lanka and to investigate whether there is a relationship between the demographic variables of the tourists and the types of harassments. The study is conducted using the mixed methodology and data collected from the different sources such questionnaire survey with tourists, discussion with the different stakeholders and personal observations. The study revealed that the tourists who visit cultural sites undergo harassment by different parties like tour guides, local vendors etc. In addition to that the tourists face harassing situations due to the poor site management and the variation of the natural environment. The harassments create dissatisfaction among the tourists and it also affect for the future wellbeing of the tourism industry in Sri Lanka. Keywords: Tourists; Harassments; Cultural sites; Sri Lanka; Tourists satisfaction; Sustainable tourism development




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Tourism Development and its Impact on Residents Quality of Life: The Case of Tioman Island

Mohd Hafiz Mohd Hanafiah, Akmal Adanan and Raziff Jamaluddin

Universiti Teknologi MARA, Malaysia

As main interest of travellers is to bathe in the sun and sea, these have made the islands among the major attractions in Malaysia. In response to that, many tourism developments have been carried out in the islands to cater the demand of the industry. Despite the numerous literatures on sustainable tourism, most of the research has focused narrowly on tourism development and mass tourism industry. The industry is seemed to set priority to satisfying the needs of tourists rather than the population in the area. In perspective, a survey of tourism literature reveals that most tourism studies stress more on tourists rather than permanent residents of the area in which tourism take place. The relationships between tourism and communities have trivially been discussed in literature especially in Malaysia. In conjunction with that, this paper was carried out to examine the perception of the residents towards tourism development and its impacts to their quality of life (QOL). It evaluates the residents perception of the impacts of tourism development towards the population in Tioman Island, Malaysia. Specific research objective included: (1) To investigate the residents overall perceptions of tourism development; (2) To investigate the residents overall perceptions on their quality of life; (3) To investigate the relationship of tourism development in Tioman Island towards residents quality of life. The samples perceived quality of life was measured using the survey method. The theme of tourism development impacts and quality of life questionnaires were used to get the qualitative data and later analysed using thematic analysis. The result found that, there is a positive and negative relation between tourism development and residents' quality of life. Most of the residents view their quality of life in both positive and negative perspectives. While welcoming more tourists and tourism development, the residents are not very comfortable with higher cost of living, the depletion of greenery, and other pollution impacts. It is recognized that, the result of the assessment can give valuable contributions to the field of sustainable tourism and sustainable community development. Keywords: Sustainable tourism; Tourism development; Quality of life

Acknowledgement:

Special thanks to Fundamental Research Grant (FRGS), Ministry of Education Malaysia and Universiti Teknologi MARA Malaysia for supporting this research.




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Networking and Stakeholder Participation in Community Based Tourism: A Case Study

H.M.H.M. Heratha and P.K.S. Munasingheb

aDepartment of Public Administration, UvaWellassa University, Sri Lanka [email protected]

bDepartment of Tourism Management, Sabaragamuwa University of Sri Lanka, Sri Lanka

Tourism is sustainable when it reaches a collective decision and that the decision is reached through the identification of commonly held views and aspirations of the various stakeholders in the industry. This paper examines the significance of networking and stakeholder participation for sustainable community based tourism development. Community based tourism is an economic driver that enables each community member to have equal access to an improved quality of life. Many nationalities promote community based tourism as regional development strategy and it is a combination of both community development and engagement. Focusing on networking and collaboration of industry stakeholders, the study employs mixed methodology to inquire the significance of networking and participation of stakeholders. Having followed the case study approach to study tourism in Ella area, Sri Lanka, two main findings site were identified. First, lack of active participation and collaboration of public and private authorities to make sure the tourism is developed in a sustainable manner. Second, the lack of education, awareness and training targeted at local community. Keywords: Community-based tourism; Networking; Sustainable development




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Diverged Meaning of Heritage: A Critique on Visual Authenticity of the

Golden Rock Temple of Dambulla

Iraj Ratnayakea and Mahesh Hapugodab aDepartment of Tourism Management, Sabaragamuwa University of Sri Lanka, Sri Lanka

[email protected] bDepartment of Languages, Sabaragamuwa University of Sri Lanka, Sri Lanka

[email protected]

The credibility of heritage is often based on its possibility of objective representation of authenticity. The

historical monuments, places, rituals or cultural souvenirs are not supposed to modify, alter or transform

distorting their historical link to the present or re-create to an extent that the original idea is negatively

seen by the viewer. Authenticity, as a valued ideal or an exemplar of an objectification of a representation

(Vannini and William 2007); is deemed critically significant as the true self of what is represented is

cognitively shared or experienced by the viewer. Although on the universal principle that there is nothing

static and everything is subject to change, there is no absolute point of reference to those monuments, in

the case that is focused in this study, the reproduction of known history and modification of historical

landscape and archaeological monuments to the eye of the tourist is arbitrarily and obstinately staged

(MacCannell, 1973: 100), subsequently vandalizing and de-contextualizing all its original symbolic

meanings. On the grounds that the authenticity in the site is either distorted or significantly altered and

there are implications of visual impacts caused by the new structures, UNESCO, in 1999, has expressed

critical concern over the conservation and management of the site including the removal of the newly

constructed temple that is alien to the World Heritage complex (35). This paper attempts to investigate

the implications caused to the holistic effect of the visual presentation of the site. Hence the study is based

on empirical evidence drawn from the case being selected. The empirical data were primarily gathered

from in-depth interviews with key stakeholders and documentary evidence. Findings of the study reveal

that this has gone beyond its acceptable limits by deteriorating the necessary collaboration of key

stakeholders of a world heritage site. The site amply bears evidence of distorted authenticity resulting

diverged meaning of history and heritage in the perception of a global viewer. On that light, this study

traverses the inferences caused to the originality, intactness and authenticity of the entirety of the cultural

landscape by the manner it is conserved and presented in its holistic sense while preserving the

outstanding universal value of the property.

Keywords: Authenticity; World heritage; Marker; Visual integrity; Sight; Golden Rock Temple of Dambulla




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Human Resource Audit for Sri Lankan Tourism and Hospitality Industry

Isuru C. Hettiarachchi and D.A.M. De Silva Department of Agribusiness Management, Sabaragamuwa University of Sri Lanka, Sri Lanka

[email protected]; [email protected]

The importance of tourism and hospitality employment in both developed and developing countries is attested to by the World Travel and Tourism Council (WTTC), who suggest that travel- and tourism-related activities account for over 230 million jobs, or 8.7 per cent of jobs worldwide (WTTC, 2006). Principal focus of the study was to assess the present status and the future demand for human resources (both the quantity and the quality of the demanded human resources) in tourism and hospitality industry. Case study approach was utilized and t both primary and secondary data were employed to produce holistic view on industry human resource requirements. Needs assessment was utilized to diagnose and prioritize constraints together with key industry stakeholders and suitability assessment was conducted to assess the suitability of potential solutions to the problems identified. Resource Allocation Maps (RAM) were employed to examine managers decisions regarding human resource allocation in different situations and to examine human resource competition between different tourism enterprises. Tourism and hospitality related business establishments were categorized into 5 major groups such as hotels, restaurants, other accommodation units, travel agents and tour operators, recreation and entertainment businesses, souvenir and handicraft shops. While hotels, restaurants, travel agents and tour operators provide direct employment opportunities ahead of other establishments, businesses which sell goods and services to the tourism sector generate indirect employment. Employees were employed under three major categories, managerial and professional level, technical, clerical and supervisory level and manual & operative level. Study revealed that huge gap between demand and supply, as well as a severe shortage of skilled human resources at technical, clerical, supervisory, manual and operative levels of hotels, restaurants and other accommodation units ahead of other tourism related business establishments. Small and medium sub-sector face real challenges in recruiting and retaining skilled labour due to low pay, high staff turnover, problems in recruiting skills in a number of key areas, a high level of labour drawn from socially disadvantaged groups, poor status and the virtual absence of professionalism while star class sub-sector provides an attractive, high-status working environment with competitive pay and conditions, which is in high demand in the labour force and benefits from low staff turnover. Skills issue in the tourism and hospitality industry is strictly affected by poor or non-existent educational and career development structures. Keywords: Tourism; Hospitality; Human resource; Audit




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Motivations and Constraints of Adoption of Environmental Management Practices by the Hotel Sector in Sri Lanka

Kanchana Wickramasinghe

Institute of Policy Studies of Sri Lanka (IPS), Sri Lanka [email protected]

Tourism industry in Sri Lanka has being witnessing a significant revival following the end of the civil war. In order to cater to the increasing demand, significant investments are taking place in the hotel sector. Tourism is an industry which consumes significant quantities of water and energy resources and generates waste. With the increasing number of tourism arrivals, there is a tendency to use enormous amounts of energy and water and generate high amounts of waste. Therefore, it is important that the accommodation sector adopts better environmental management practices. However, there has been no comprehensive research-based analysis on the motivations and constraints for adopting environmental management aspects in regard to the accommodation sector in Sri Lanka. In the backdrop, the paper aims to assess the motivations for adoption of better environmental management practices and constraints in actual implementation. The paper is primarily based on data collected through a survey of registered hotels in the Western Province of Sri Lanka. The survey was carried out using a pre-tested structured questionnaire. The assessment shows that the adoption of better environmental management practices is primarily motivated by two factors namely, cost reduction and gaining market advantage. The constraints seem to vary according to the hotel characteristics. The paper presents novel research findings in regard to the environmental management in the hotel sector and relevant determinants and key policy implications, based on the Sri Lankan context which may be applicable to similar contexts in the world.

Acknowledgement: This paper is primarily based on data collected through a survey of registered hotels in the Western Province of Sri Lanka, funded by the South Asian Network for Development and Environmental Economics.




21

Sustainable (Eco) Tourism Development: The Belum-Temenggor Forest Complex

Khairil Wahidin Awang

Faculty of Economics and Management, Universiti Putra Malaysia, Malaysia [email protected]

This paper implores the ideal of sustainable tourism development in a protected site known as the Belum-Temenggor Forest Complex. The 2nd Temenggor Scientific Expedition 2012, which took place from 1st until 10th of October 2012 at the Sungai Enam Basin, in the southern sector of the forest complex set the setting of the paper. The expedition offered a glimpse of a scientific fact finding mission participated by many local scientists from several premier Malaysian universities and research institutes. However, the researcher focussed on the attributes of ecotourism, one of the many forms of tourism development encouraged by the government. Participation-observation was used as the tool to collect primary data. The expedition as a whole resulted in vast amount of data presented in the form of scientific papers at a symposium which took place from 22nd to 25th August 2013. Other secondary data such as documents, journals and newspapers also formed the basis of arguments. Findings suggest that the area was rich in flora and fauna, increasing the possibility for many ecotourism-related activities to be carried out in the near future. However, such activities have to be streamlined according to the ideal of sustainable tourism development. They have to lean towards the notion of ecotourism as propagated by scholars like Cebellos-Lascurain. Cooperation among all stakeholders is, however, strongly needed to make this suggestion into a reality.

Keywords: Belum-Temenggor Forest; Ecotourism; Malaysia; Scientific expedition; Sustainable development




22

A Proposed Guidelines for Sustainable Tourism Development Practices for Hotel MICE Venue

Maisarah Abd Hamid1, Noralisa Ismail1, Zatul Iffah Mohd Fuza1 , Khairil Wahidin Awang2

and Khairun Najiah Ahmad3 1Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Malaysia

[email protected], [email protected], [email protected] 2 Graduate School of Management, Universiti Putra Malaysia, Malaysia

[email protected] 3Faculty of Hotel and Tourism Management, Universiti Teknologi MARA (UiTM), Malaysia

[email protected] The objective of this study was to generate the guidelines for sustainable tourism development practices for MICE Hotel venues. A secondary data was used to collect the data. The data was gathered from the internet sources. The keywords to search the data were sustainable tourism practices and MICE tourism. The internet sources was used because it is convenience and flexible. There were five guidelines that available and relates to the sustainable practices for MICE Tourism. Each of the guidelines was compared and analyzed using the NVIVO 10 computer software. The data was analyzed in three steps namely data reduction, data displays and drawing the conclusions. The guidelines were segmented into three variables namely economy, social and environment. Each of the attributes was analyzed to identify the similarity and the differences between the guidelines. There were about 177 attributes of sustainable practices were identified in this five guidelines. The results of the study used to propose the guidelines that suitable to be implements for Hotel MICE Venues. Realizing the importance of sustainable development and the potential of MICE Tourism, thus this study is useful to be platform to the researcher to further analyzed the best sustainable tourism development practices for MICE Tourism. Keywords: Sustainable tourism practices; MICE tourism; Economy; Social; Environment; Hotel




23

Current Trends and Emerging Issues in Medical Tourism in Tropical Asia

Malcolm Coopera and Mayumi Hiedab

aRitsumeikan Asia Pacific University, Japan [email protected]

bSt Lukes IVF Clinic, Oita, Japan [email protected]

Medical tourism will continue to grow rapidly on a global basis in the next few years due to a combination of economic, demographic, epidemiological, communication, and transport trends.This paper assesses the drivers of growth of medical tourism in tropical Asia, and points to a set of emerging issues that will have policy implications for the nations wishing to host greater numbers of such tourists. The major issues identified in the literature being: 1. That the high medical costs in many countries are not going to decline, in fact new policy frameworks may lead to costs rising further in particular jurisdictions as a result of more stringent regulatory requirements, thus persuading more people to travel in search of alternatives; 2. The continued demographic change to aging populations will require more intensive use of medical care, and this will in turn promote some travel in search of cost relief by patients; 3.This is exacerbated by the fact that older populations are leading to a shift to non-communicable and chronic diseases, necessitating greater levels of hospitalization; 4. Technologically, procedures that in the past could only be done in developed countries are now available in emerging economies as well, and are of comparable quality but can be provided at a lower cost, even after adding the cost of travel; 5. Communication media, especially the Internet, have empowered citizens all over the world to take decisions on medical care, etc., into their own hands, looking for health providers with lower costs and travelling to alternative destinations if there is a need; and 6. Transport cost reductions have made it possible for more people to travel for health care and associated wellness benefits, as well as holidays, and increasingly for combinations of these purposes. Conventional medical tourism consists primarily of patients from underdeveloped countries seeking advanced medical care in developed countries or patients of developed countries seeking economic benefits from medical care where medical costs are lower. The second of these typifies the situation in Asia, except for Japan, as a potential destination for medical tourism. Sri Lanka, Vietnam, The Philippines, Cambodia (and Japan), are behind Thailand, Singapore, India, and Malaysia as countries involved in medical tourism, and Taiwan, South Korea, and China are also poised to grab a larger share of the Regional market in the near future. In terms of understanding these changes though, a major industry problem is the paucity of data to determine the parameters of the local industry and to establish baselines. While this problem was recognized as early as 2007, it has not been acted upon. Key data such as medical tourist arrivals, expenditures, and services are not readily available. There are also very few formally written accounts of the industry and its subsectors, with the possible exception of the spa subsector, and reports by consultancy firms are proprietary and expensive. While the desired economic impacts have generally materialized for existing medical tourism destinations, there have been some ethical, economic and medical problems in the conventional forms of medical tourism. An organ recipient from a country where there are few organ donors may be causing a trade deficit of human organs. A tourist patient receiving subsidized care in a different country may be taking undue benefit from the tax money of native citizens. A patient from an under developed country may introduce antibody resistant strains back home after being treated with modern medications abroad. Added to these will be the potential impact of a third and new type of medical tourism, digital medicine, that will have important implications for medical policy, medical finance and insurance, treatment strategies, and ethics. A large portion of the white collar work force is expected to become digital nomads in varying degrees in the near future, and this will be reflected in their interaction with medical treatment systems. The so-called digital nomads are an extreme example of a




24

new style of work and life not tied to any particular location. Such a lifestyle may also offer wider options for medical care. Conversely, it may constitute a third type of medical tourism. Also, doctors may be forced to adopt different treatment strategies depending on the geographic background of the patient. The coming expansion of medical tourism will not therefore be more of the same, but one of increasing diversity of demands, and of concomitant challenges for providers.




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Impact of All-inclusive Tour Packages with Special Reference to Bentota Tourist Resort

W.H.M.S. Samarathungaa and W.K. Athula C. Gnanapalab

aMTEHM, Department of Economics, University of Colombo, Sri Lanka [email protected]

bDepartment of Tourism Management, Sabaragamuwa University of Sri Lanka, Sri Lanka All Inclusive (AI) Beach Holiday packages are developed and offered to attract and retain long staying tourists in a destination globally. Sri Lankan AI packages offer breakfast, lunch, dinner, morning and evening snacks, tea, coffee, mineral water, soft drinks and unlimited local liquor along with the accommodation. Bentota being the first planned tourist resort in Sri Lanka attract thousands of tourists per year, out of which a significant proportion are AI clients. Use of product bundling strategy in Bentota resort has created an enormous pressure among other hotels, restaurants and the economy in the area and the country by large. This research aims a) to explore the tourists purchasing intention of AI packages; b) to identify the advantages and disadvantages of promoting AI packages in a tourist resort; c) to make recommendations to minimize the negative effects of AI packages and to promote alternative packages. To achieve the aforementioned objectives, a mixed method approach has been adopted, and interviews and questionnaires have been used to collect relevant data. The findings reveal that in the study context, 30% who patronized the Bentota Holiday Resort during the study period, are AI clients and the cheap price of the AI packages has been their key purchasing motive. In addition, convenience and assurance provided by tour operators were some credible factors that affect tourists purchasing decision. Further, hoteliers of large scale are decidedly benefited by AI packages depending on their industry capacity and in the contrary destination management companies have to satisfy with very low profit margins after promoting AI packages. The findings draw attention on the pressing need for introducing a common holiday package at a profitable price for the resort that all hotels can enjoy, to limit supply of certain ancillary services along with AI packages for the survival of the small and medium scale operators in the area and to enforce a minimum price policy for AI tour packages. Keywords: All inclusive packages; Product bundling; Holiday resort; Holiday package; Purchase intention; Destination Management Company




26

Developing the Foreign Language Competencies of Tourism Industry Oriented Undergraduates in Sri Lankan Universities

H.J.M. Yoganjana S. Menike and K. Manori Pathmalatha

Department of Tourism Management, Sabargamuwa University of Sri Lanka, Sri Lanka [email protected],[email protected]

The purpose of the study is to identify key obstacles to develop foreign language competencies of tourism industry oriented undergraduates in Sri Lankan universities. Sri Lanka is a number one tourist destination which attracts the tourists all over the world. Tourism in Sri Lanka, despite its benefits for the local economy, it is one of the main foreign income sources of the country. Sri Lankan graduates who involve in the tourism industry have to frequently deal with different foreign tourists. Language proficiency of these graduate employees plays a key role for both career development of them and productivity improvement of the industry. Universities which generates such graduates has a huge responsibility to develop foreign language competencies of their under graduates. For identifying the key obstacles the pragmatic research approach was followed by the researchers. All tourism industry oriented undergraduates of Sri Lankan universities constituted the population of the study. Studys sample comprised randomly selected 300 tourism industry oriented undergraduates from 3 universities in Sri Lanka. Both questionnaires and interviews were used as the data collection methods and key obstacles were determined through the factor analysis. Lack of materials such as text books and work books, less lecture hours and lower motivation for language learning were found as major obstacles to develop the foreign language competencies of tourism industry oriented undergraduates in Sri Lankan universities. Keywords: Foreign language competency; Obstacles; Tourism industry




27

Drowning in Tourism: An Industry Opportunity to Lead the World

Michael D C Fonfea and John Connollyb aSri Lanka Womens Swimming Project UK Registered Charity No 1129236, United Kingdom

[email protected] bThe Lifesaving Foundation, Ireland

[email protected] The global drowning epidemic takes a million lives each year. Tourists are naturally drawn to waterside

facilities but most host countries in the Tropical Zone are nations of non-swimmers and have epidemic

levels of drowning themselves. For example, more United Kingdom children drowned in swimming pools

while abroad than in the UK while, in a recent Philippine sample survey, over 70% of those who drowned in

resort pools and beaches were tourists. This paper takes the form of an essay which reviews current

drowning issues and drowning prevention measures developing around the world at the international,

global level. It also draws upon a decade of hands-on experience in the Sri Lanka Womens Swimming

Project, which has taught over 3,500 women and teenage girls to swim, on the premise that if a mother can

swim, she will ensure her children will also. The paper advocates that a golden window of opportunity

exists for the tourist industry to create a self-financing gold standard in aquatic Duty of Care of its clients

and staff, for the greater good of all. Drowning is bad for business. Nations do not like their best drowning

prevention practices negated by highly visible foreign tourists or migrants drowning. The lure of water is a

potential honey death-trap for the tourist industry, and yet, if seen as an opportunity, the industry could

set a definitive standard in the Duty of Care, to be self-financed by the great earning potential of teaching

tourists and hotel guests to swim. However, it requires the industry to seize the initiative and head off

government intervention with its own high standards of best practice, without which heavy-handed safety

legislation is otherwise bound to follow in the face of currently worsening statistics and adverse publicity

arising from drowning.




28

Community Capacity and Participation in Sustainable Rural Tourism Development in Sri Lanka

M.S.M Aslama, Khairil Wahidin Awangb, Zaiton Samdinc and Norain Binti Hj. Othmand

aDepartment of Tourism Management, Sabaragamuwa University of Sri Lanka, Sri Lanka [email protected]

bFaculty of Economics and Management, Universiti Putra Malaysia, Malaysia [email protected]

cFaculty of Forestry, Universiti Putra Malaysia, Malaysia [email protected]

dFaculty of Hotel and Tourism Management, Universiti Technology MARA, Malaysia [email protected]

Tourism is a rising developmental intervention in many rural areas. Diverse and fragmented rural natural and man-made geography endow with a number of tourism and recreation opportunities. However, prevailing rural community capacity determines the incorporation of tourism into sustainable development. This study proposed to investigate enormities of community capacity and participation in sustainable rural tourism. A holistic empirical case study has - taken place in addition to a wide array of published and unpublished literature in printed or electronic versions. Empirical investigations were carried out in rural Sri Lanka through in depth interviews and direct observations. Comprehensive analysis of documental realities and factual interpretation elucidates that the poor capacity avert the interweaving of rural community with tourism appropriately to ensure the sustainability. As a result tourism fails to contribute for local development, livelihood improvement of rural community or to preserve and conserve natural and man-made geography. In addition, penetration of side shoots of conventional mass tourism with alternative labels causes the syndrome of chaotic development. This study illuminates the significance of capacity building of rural community to participate effectively in Sustainable Rural Tourism Development (SRTD) process.

Keywords: Rural development; Sustainable rural tourism; Community capacity; Natural and cultural rural landscapes; Developmental chaos




29

Global Climate Change Implications for Tourism Sector in Sri Lanka: A Review

Mohamed Esham

Department of Agribusiness Management, Sabaragamuwa University of Sri Lanka, Sri Lanka [email protected]

Tourism is likely to be a long term economic thrust area of Sri Lanka as it has been identified as one of the key drivers of economic growth. There is a significant revival in the tourism sector in the post war period, the number of tourist arrivals has increased significantly from 0.45 million in 2009 to 1.28 million in 2013. An ambitious target has been set to attract 2.5 million tourists by 2016. Considering the relative importance of tourism to the country's economy and its overwhelming dependence on climatic factors, the impact of global climate change on this vital sector is the topic of this review paper. This review paper seeks to improve the understanding of climate change and its implications for the tourism sector in Sri Lanka by looking at observed and projected climate change and reviewing recent literature pertaining to climate change impacts on tourism and identify key knowledge gaps and future research needs in climate change and tourism in the context of Sri Lanka. There are ample evidences to indicate that climate change is happening in Sri Lanka in terms of rainfall variability and an increase in climate extremes and warming. The Fifth Assessment Report (AR5) of the IPCC has indicated that Sri Lanka is among the most affected countries in Asia. Most profound impact of climate change on tourism is likely to arise from sea level rise, landslides, sea surface temperature increase and extreme weather events such as floods and droughts. There is serious knowledge gap on climate change impacts on tourism and tourism adaptation to climate change. Although, some concerted efforts at the policy level are taking place to address concerns about climate change, for instance sea level rise, overall the concerns are not adequately addressed. Hence, there is an urgent need to mainstream climate change adaptation into national development and tourism development policies and strategies. Keywords: Adaptation; Climate change; Sri Lanka; Tourism




30

Community Based Ecotourism Operation: The Help or Hindrance of External Forces

Nantira Pookhao

Hotel and Tourism Studies Department, Siam University, Thailand [email protected]

Ecotourism is an alternative form of tourism that is regarded as a development tool that also promotes

ecological conservation. In practice, scholars have shown that ecotourism does not genuinely produce

greater sustainable outcome than mass tourism. Additionally, ecotourism does not focus on the well-being

of local residents, but rather emphasises on the environmental mind-set. Community-based ecotourism

(CBET) seeks to fill the gap in ecotourism by integrating the local community in the development and

operational processes. Consequently, CBET seems to be a solution for local people seeking sustainability in

a tourism destination. The notion of CBET is particularly embedded in the notion of community control,

involvement and ensuring a significant proportion of the economic returns. It persistently reiterates the

preservation of the ecological surrounding. Yet, most CBET research omits the importance of external

forces by solely emphasising the hosts, and disregarding various tourism stakeholders, particularly

environmental agencies. Therefore, it is interesting to explore the roles of these other, non-host

stakeholders. Unlike developed countries, the local community in Thailand is typically lacking in CBET-

related knowledge for effective operations. Collaboration with, and assistance from, external tourism

stakeholders is therefore vital. This paper seeks to understand the dependent relationship of a CBET village

and external agencies in relation to the operation of CBET. This paper likewise examines whether the

relationship created is sustainable for improving the quality of life of local people. A case study of Ban Busai

village in North-eastern Thailand, just a few steps away from the Dong Phayayen-Khao Yai Forest Complex,

a UNESCO World heritage area, was selected due to the contentious issue surrounding ecotourism and the

conflict between the various tourism stakeholders and local villagers. The informants in this study

represent various tourism stakeholders that promote the contributions or hindrances on the operation of

the CBET village. The central government agencies and related NGOs participated in the in-depth

interviewed prior to arrival at the village. Ethnographic techniques were applied to explore the internal

dimensions, while the external stakeholders that relate to the CBET operation were introduced by the

villagers and interviewed. The findings reveal that academics and NGOs are the most trusted organisations

by the local people. Academics and NGOs are (1) the most important tourism initiators that inspire local

people to engage in conservation activities and CBET operations and (2) the most important sectors that

raise local awareness in relation to conservation. Additionally, profit-oriented entrepreneurs promote the

tourism and conservational atmosphere at the village through their Corporate Social Responsibility (CSR),

which might be considered as green washing projects. Although the projects are considered green washing,

the local people still receive benefit from them. Apart from the relationship with the academics, NGOs and

outside entrepreneurs, the findings likewise explain the complex issues among government agencies and

the local community. The influence of national and local politics, particularly corruption for gaining benefits

within the UNESCO World Heritage Area, continually affects the CBET operation at local level. Another

concern is the intense degree of conflict among local people, the National Park (NP) and other government

agencies in relation to the controversy over the land ownership. This paper indicates that these issues

profoundly and directly impact the local CBET operations, become a hindrance towards sustainability, and




31

degrade the quality of life of local people. This paper proposes those not only are community

empowerment through local participation and equitable benefit distributions decisive factors to

auspiciously operate CBET at community level, but also required is collaboration among the international,

domestic and local authorities. Yet, these external authorities and factors may become either hindrance or

reinforcement in the CBET operation. The paper finally concludes that most agencies do not authentically

support the CBET operation towards sustainability and do not genuinely elevate the quality of life of local

people in long-term manner. Finally, this paper suggests that the prospective study should identify other

influences in relation to the CBET operation for blinding the gaps in literature and directing the tourism

developers and practitioners towards sustainability which will ultimately elevate the quality of life of local

people.




32

Tourism Interference and Cultural Sustainability of Indigenous Community

Noorerliza Jailani and Norliza Aminudin

Faculty of Hotel and Tourism Management, University Teknologi Mara, Malaysia [email protected], [email protected]

In Malaysia, indigenous peoples are natural people or original people in Malay language where these communities have their own land, cultures, languages, spirituality and knowledge. One of the uniqueness of indigenous peoples that can be significant attractions is their culture where cultures of indigenous peoples have been endorsed as a tourist attraction. The primary aim of this study is to look into the impacts of tourism interference on cultural sustainability of the indigenous community. In order to achieve the purpose of the study, a preliminary study was conducted at indigenous Mah Meri ethnic group in Carey Island, Selangor which this area is a well-established indigenous tourism destination in Malaysia. This study uses quantitative data collection method where a total of 215 questionnaires handed out to selected respondents in indigenous peoples village around Carey Island, Malaysia. The determinations in this subject discovered that tourism interference does have some an impact towards cultural elements of the indigenous community. Nevertheless, despite the various impacts of tourism interference, the indigenous people are still actively using their culture because of the tourism interference. Since cultural tourism is one of the contributors to the tourism industry, it is imperative to investigate whether tourism interference is coming hand in hand with culture, sustainability, especially for these indigenous people as previous studies showed that tourists demand in authentic of indigenous culture. Keywords: Tourism interference; Indigenous community; Mah Meri; Cultural sustainability




33

Accountability of Government Agencies and Homestay Operators in Homestay Programmes in Malaysia: Lessons from Afar

Nuraisyah Chua Abdullah and Jamaliah Said

Universiti Teknologi MARA, Malaysia [email protected]

The main concept of homestay in Malaysia is staying together with host families, experience the everyday way of life of the family and involve in cultural activities. In other countries homestay accommodation have different definitions such as in Australia, farm stay is used, Japan and South Koreaeducational home stay, and the USAagriculture and educational homestay. There are frequent research findings which appears to prove that the reach-out activities which the government agencies adopt towards the goal of upgrading the standard of living of the homestay operators are not benefitting the rightful beneficiaries and at the same tone, the homestay operators tend to adopt an-easy-going approach of conducting homestay which do not comply with the existing laws in Malaysia. Using qualitative comparative approach from selected countries, the paper emphasises that more effort should be placed in the aspect of accountability of both the various related-government agencies and the homestay operators via clear regulated framework and policy for the homestay programme to achieve the agenda of homestay as one of the pro-poor tourism projects. Keywords: Homestay operators; Accountability; Government agencies; Legal framework; Policies




34

Governance of Rural Tourism: Legal and Policy Framework of Selected Countries

Nuraisyah Chua Abdullah and Zuraidah Mohd Sanusi

Universiti Teknologi MARA, Malaysia [email protected]

There is increasing number of tourists exploring fragile rural destinations. This has led to increased environmental concerns, socio-cultural disintegration and economic inequality leading to rural destination becoming unsustainable and no longer desirable. Existing literature emphasised that careful attention to balance between the volume and type of rural tourist activity and the sensitivities of carrying capacities of the resources being developed is very important. Tourism projects may not only environmentally harmful but also economically and socio-culturally self-destructing in the absence of comprehensive discussion on the issue of governance in rural tourism. Hence, the discussion in this paper is to fill the gap. Using a qualitative comparative approach, from the experience of developed countries such as US and Canada, and developing countries such as Malaysia, this paper suggests that proper monitoring of rural tourism can only be effective with clear legal and policy framework which governs the conceptual, registration, standards and quality of operation, specification of premise and structure, planning permission and operators limitation of liability. Keywords: Rural tourism; Governance; Legal and policy framework of tourism; Environmental tourism; Monitoring tourism activity




35

The Influence of Sustainable Tourism Awareness and Environmental Sustainability Dimensions on Behavioural Intentions among

Domestic Tourists in Developing Countries

Payam Mihanyar, Sofiah Abd Rahman and Norliza Aminudin Arshad Ayub Graduate Business School, UniversitiTeknologi MARA, Malaysia

[email protected]

This research explores the relationship between sustainable tourism awareness and environmental sustainability among domestic tourists in developing countries by measuring the depth understanding of sustainable tourism and level of tourists awareness. The guiding principle of this study is that the tourists behavioural intentions depend on the availability of existing environmental sustainability dimensions and the perceived importance of those dimensions. The method used quantitative statistical analysis to measure the existing environmental sustainability portfolio and its perceived importance. The findings confirmed for the tourism industry to survive there is a need on availability of environmental sustainability dimensions. Keywords: Sustainable tourism awareness; Environmental sustainability; Behavioural intentions




36

Ecological Behavioural Intentions Based on Sustainable Tourism Awareness and Carbon Footprint among Domestic Tourists in

Developing Countries

Payam Mihanyar, Sofiah Abd Rahman and Norliza Aminudin Arshad Ayub Graduate Business School, Universiti Teknologi MARA, Malaysia

[email protected] This research explores the relationship between sustainable tourism awareness and ecological behavioural intentions among domestic tourists in developing countries by measuring the depth understanding of sustainable tourism and level of tourists awareness. The guiding principle of this study is that the tourists sustainable tourism awareness and environmental attitude will influence ecological behavioural intentions, as well as the perceived importance of carbon footprint awareness and its negative effects. The method used quantitative statistical analysis to measure the existing sustainable tourism and carbon footprint awareness and their perceived importance. The findings confirmed for the tourism industry to survive there is a need to make tourists more aware of their carbon footprint by increasing their awareness about sustainable tourism and its contribution to the present and future generation while protecting the nature. Keywords: Sustainable tourism awareness; Carbon footprint; Ecological behavioural intentions




37

Coastline Changes, its Vulnerability and Predictions A case Study: North Western Coastal Belt of Sri Lanka

P.G.R.N.I. Pussellaa, Jagath Gunathilakeb, K.R.M.U. Bandaraa,

J.A.S. Jayakodya and T.L. Dammalagea aFaculty of Geomatics, Sabaragamuwa University of Sri Lanka, Sri Lanka

[email protected], [email protected], [email protected], [email protected] bFaculty of Science, University of Peradeniya, Sri Lanka

[email protected] The coastal area of Sri Lanka is more important in the economical, social and cultural background. The majority of the coastal public survives on their basic needs from the various types of economical activities such as fishing and tourism from the area itself. But the low elevated coast is threatened by the regular erosion and seasonal changes due to human and natural activities. This suggests that a proper monitoring system of the coast line for protection from human and natural intervention is essential for the management of this resource. The main objective of the study was to identify the changes of the coast line, assess the vulnerability. Further the study gives a prediction about the future coast lines using the Intergovernmental Panel on Climate Change (IPCC) fourth assessment report in 2007 were considered in identifying the possible climate change scenario to the study area. These investigations were carried out to checking the feasibility of coastal line change detection using Remote Sensing data. It was used the Digital Shoreline Analysis System (DSAS) tools to predict the future coastlines. Further, ten physical variables, coastal slope, barrier type, rate of shoreline erosion, land use pattern, geomorphology, relative sea level change, beach type, dune height, mean tidal range and mean wave height, were used to assess the vulnerability. The scenario of these different variables along the coast line was categorized using experts views and existing model parameters. The relative influences of these variables were determined using the knowledge of the expertise and analyzed by using the pair-wise comparison analysis. The final weights were calculated through the Analytical Hierarchical Process (AHP) method. The final model to assess the vulnerability was prepared using the ArcGIS software and the Coastal Vulnerability Index (CVI) was determined. The model resulted 1.6744 as the lowest CVI value, while 4.4497 as the highest CVI value throughout the study area. These CVI values were categorized as very low, low, moderate, high and very high vulnerable areas using the Natural Breaks (Jenks) tool. The results of the vulnerability assessment for the region show that, nearly, 60% of the coastal line is more vulnerable and 40% of the line is low vulnerable. The study identified that there is a strong relationship between the final CVI values and the variables such as barrier types, rate of shoreline erosion and accretion, land use pattern and geomorphology. The study recomends that the administration must take actions to reduce the coastal vulnerability in a proper manner. Further, it was identified the hot spots and the weaknesses of the present coastal barriers.




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ADOPTION OF GREEN MARKETING BY THE HOTELS IN SRI LANKA: A CASE OF COLOMBO DISTRICT

K.G.P.N. Gamagea, K. Wickramasingheb, A.P.S. Fernandoa, and S.N. Dissanayakea

aDepartment of Agricultural Systems, Rajarata University, Sri Lanka bInstitute of Policy Studies (IPS), Sri Lanka

Tourism industry is highly dependent on the natural environment and its sustainability. The industry has been adopting various approaches to achieve environmental sustainability goals. Hotel sub-sector has also begun to implement green and sustainability concepts. Research based information which shows the level of using green marketing concepts applied by the hotels in Sri Lanka is lacking. This study investigates the adoption of green marketing concepts by the hotels in the Colombo district. The specific objectives are to identify the level of adoption of green marketing, to assess the green practices carried out in hotels as a marketing tool, to identify the green strategies carried out by hotels and to determine the impact of hotel characteristics on green promotion. The study makes use of primary data collected using a structured questionnaire. The respondents were the Marketing Managers of the respective hotels. A total of 36 registered hotels in Colombo district were included in the study. The reason for this selection was to study the unique methods of adopting green marketing in the most urbanized district in Sri Lanka. Data was analyzed using both qualitative and quantitative methods. Around 83% of the sample responded to the survey. Results indicated that majority (56%) have less adopted the concepts of green marketing. Highly adopted hotels show similarities in terms of number of rooms, room price and percentage of foreign customers. It was also found out that out of the 35 identified green practices, only 9 was mostly adopted. Results of probit analysis showed that green promotion was significantly affected by the percentage of business purposed customers and the sum of modes of advertising. Therefore, the level of adoption to green marketing is still in the infancy stage particularly among small hotels within the context and needs further improvement. Keywords: Green marketing; Hotels; Level of adoption; Sustainability; Sri Lanka

tourism outlook conference sri lanka 2014 abstracts

Documents

island tourism conference

geography of tourism

conference secretariat

university of oulu

university of umea

uitm shah alam

department of geography

malaysia ammar abd ghapar