CIM ET 12096666

Climate

Change and

Sri Lanka

Tourism

2012

[ E M E R G I N G T H E M E S M A R C H 2 0 1 2 ]

ET March 2012 Rumesh R Jayasekara

Climate Change and Sri Lanka Tourism

Page 2

Sri Lanka....

is an island of no great size, yet it has an extraordinary number of facets.

As Sir Arthur C Clarke remarked: "The Island of Sri Lanka is a small universe; it

contains as many variations of culture, scenery, and climate as some countries a

dozen times its size . . . I find it hard to believe that there is any country which

scores so highly in all departments - which has so many advantages and so few

disadvantages."

Lovely beaches, beautiful landscapes, impressive ruins, a vibrant culture and

charming people. – no wonder Sri Lanka is a small miracle.

Quoted from a Windi Tours website-http://www.windtoursonline.com/

http://www.windtoursonline.com/



Page 3

Table of Contents Page

TASK 01....................................................................................................................................03

1.1 Introduction..............................................................................................................03

1.2 Identification of the Emerging Themes....................................................................03

1.3 List of Abbreviations and Acronyms........................................................................03

1.4 Summery Table of Secondary and Primary Sources................................................04

TASK 02....................................................................................................................................08

2.1 Climate Change and the Impact on the Consumer Behaviour

of Sri Lanka Tourism…………………………………………………………………..08

2.2 Abstract.....................................................................................................................08

2.3 Introduction...............................................................................................................09

2.4 The Importance of Recoding the Influence of Climate Change on

the Sri Lanka Tourism Industry......................................................................................11

2.5 The Changes to the Consumer Behaviour due to Climate change

in the Sri Lanka Tourism Industry.................................................................................14

2.6 Methodology.............................................................................................................14

2.7 Findings.....................................................................................................................14

2.8 Strategic marketing Activity to be conducted in response to this Change................19

2.9 Changes required to the Marketing Professionals in order to respond

the Marketing Development Strategy.............................................................................23

2.1.1 Conclusion.............................................................................................................24

TASK 03……………………………………………………………………………………....25

3.1 Letter to the Conference Organizer...........................................................................25

3.2 References.................................................................................................................27

3.3 Appendix...................................................................................................................30

3.4 Appendix 01: Sri Lanka Tourism Industry Background...........................................30

3.5 Appendix 02: CIM Statement...................................................................................31



Page 4

TASK 01

1.1 Introduction

1.2 Identification of Emerging Themes

Located in the centre of the Indian Ocean, the island of Sri Lanka appears to be far away from

the rest of the world. Nevertheless, climate change is really a phenomenon which has an effect

on all of us. The United States (U.S) Environmental Protection Agency (EPA) (2009, p.3)

identifies climate change as “any distinct change in measures of climate lasting for a long

period of time. In simple terms, climate change indicates significant changes in temperature,

rainfall, snow, or wind patterns sustained for many years or longer” (Global Majority E-

Journal, Vol. 1, No. 1 (June 2010), pp. 4-16)

Sri Lanka has usually been a tourist getaway. In past times, because of its ideal location, Sri

Lanka drawn numerous merchants and tourists. Its originality and size gained it the label

‘Taprobane’ and ‘The pearl of the Indian ocean’. However the fact is that at the present time

Sri Lanka Tourism Industry has got to experience the impact of the Climate Change.

This assignment appears in to some key macro level alternation in the ecological environment

of the Sri Lanka Tourism Industry which is Climate Change.

Numerous Primary and Secondary resources were referenced to be able to develop and

understanding and basic groundwork for this assignment with regard to Climate Change and

Sri Lanka Tourism.

1.3 List of Abbreviations and Acronyms

WTO – World Tourism Organization

UNFCCC- United Nations Framework Convention on Climate Change

UNWTO – United Nations World Tourism Organization

SLTPB – Sri Lanka Tourism Promotion Bureau

SLTDA – Sri Lanka Tourism Development Authority

SCA – Sustainable Competitive Advantage



Page 5

1.4 Summery Tables of Primary & Secondary Sources

Table 01: Primary Sources

Names and

Designations

of Sources

Method and

Information

Collected

Credibi

lity

1-100%

Reliab

ility

1-

100%

Merit

1-

100%

Total

H/M/

L

Justification

Dr. B.M.S

Batagoda

Board

member

SLTB

F2F Interview

An effect of climate

change to the Sri

Lankan Tourism

Industry was

collected.

95% 92% 90% Very

High

He is a key

decision maker

and opinion

leader in the Sri

Lanka Tourism

Industry.

Mr.Hiran

Coorey

Environment

al Consultant

to Jetwing

Hotels Ltd.

F2F Interview

In order to

understand and

obtain a foundation

of climate change

and its impact on the

tourism industry

80% 85% 90% H He has a sound

knowledge on

environmental

impacts on

tourism

industry

Dr. Nalaka

Godahewa

Project

Manager

SLTDA

F2F Interview

The adaptation

strategies, activities

and projects

conducted by Sri

Lanka tourism in

order to reduce

climate change.

75% 88% 92% H He has a

working

experience on

minimizing

impacts of

climate change

on tourism

industry



Page 6

Ms. Thushara

Gunasekara

Climate

Change

Project

manager

British

Council

Over the phone

Interviews & email

Shared statistics,

some information

and power point

presentation of

impact of climate

change

65%

72%

75%

M

She manages

the project

conducted by

British Council

on Climate

Change.

Sample of

Tourists

F2F Interviews and

Questions asked

through Social

Media

Tourists attitude

towards the Sri

Lanka Tourism and

impacts of climate

change

60% 65% 70% M There is

moderate

credibility and

reliability of

information

due to bias and

false

information

Table 02: Key Secondary Sources

Names and

Designations of

Sources

Method and Information

Collected

Cred

ibilit

y

1-

100%

Reli

abilit

y

1-

100%

Meri

t

1-

100%

Total

H/M/

L

Justification



Page 7

Secondary Sources- Reports

Berrittella, M.,

Bigano, A.,

Roson, R., &

Tol, R. (2006).

A general

equilibrium

analysis of

climate

change impacts

on tourism.

This article has outlined

each and every aspect

strongly related the result

of climate change.

90% 90% 95% Very

High

This has most

of information

of climate

change impact

on tourism

Secondary Sources- Research

Basnayake, B.

R. S. B; K. R.

Abjhyasinghe;

W. L

Sumathipala;

(2007) Climate

Change in Sri

Lanka:

This research has

explained the climate

change impacts,

adaptation and mitigation

proceedings

90% 95% 95% VH This has most

reliable

information

and statistics

of climate

change

impacts

Secondary Sources – Articles

Alwis, Ajith

(2004) “Sri

Lanka: Its

Tourism

Industry and

Challenges in

the Face of

Climate

Change

This article has discussed

the challenges in the face

of climate change

towards the tourism

industry

70% 85% 70% M This article

reliable to a

moderate

extent



Page 8

Secondary Sources- Journals

Amelung, B.,

Nicholls, S. &

Viner, D. (2007).

(McKercher

2010). Implications of

global climate

change for

tourism

flows and

seasonality.

This research indicates

the implications of global

climate change and how

tourism industry changes

according to the effects

of the climate change.

82% 80% 8% M Since it is a

journal it has

some research

findings, so it

is reliable to

moderate

extent

Peeters, P.,

Gössling, S. &

Becken, S. 2007.

Innovation

towards tourism

sustainability:

climate

change and

aviation.

International

Journal of

Innovation and

Sustainable

Development,

1(3):

pp184-200.

This journal states how

tourism industry survives

under effects of climate

change through the

sustainable management

and it indicates the

innovation towards the

sustainable tourism.

78% 80% 85% M This also has

moderate

reliability.

Secondary Sources-Others

News Paper

Articles

These articles has many

different views and

information on the Sri

Lanka tourism and

climate change

50% 45% 45% L This has low

credibility as

it was written

by based on

views,

thoughts and

visual

observations

of people.

WORD COUNT: Task 01- TABLE (Excluding titles & names of the sources & headings)-512



Page 9

TASK 02: Discussion Paper

2.1 Climate Change and the Impact on the Consumer Behavior of Sri Lanka

Tourism

2.2 Abstract

This report examines the affects of climate change on Sri Lanka Tourism Industry, mainly

concentrating on the alterations on consumer behaviour. It identifies that climate change is

really a multidimensional trend which doesn't only affect the environment and also Sri Lanka’s

tourist industry and economy. This paper gives a literature review as well as some empirical

background on Sri Lanka tourism and affects of climate change in Sri Lanka’s possibilities to

achieving for this global trend by way of mitigation and adaptation will be also addressed in

brief.

Paper Type – Discussion Paper

Key Words – Sri Lanka Tourism, Climate Change, Consumer Behaviour, Sustainable Tourism,

Green Tourism

Word Count: Task 02-Abstract-88



Page 10

2.3 Introduction

Featuring its conventional utilization of natural resources and climate-based actions, tourism is

regarded as an extremely climate-sensitive economic field much like agriculture, insurance,

energy, and transport. (Amelung, B., Nicholls, S. & Viner, D. 2007). Climate change is not

really regarded as an imprecise long term event for tourism, since it's diverse influences have

become much more apparent at locations across the world consequently, climate change

presently impacting on in decision making this global market. You will discover several broad

types of climate change influences which will impact tourism destinations, their competition,

strength and durability. (Alwis et al., 2004)

Wt is climat chng

The interrelationships among tourism, improvement and climate change are showing a

substantial coverage predicament for a lot of nations and organizations. Climate change is

really a crucial development matter though tourism has possibility to bring about economic

advancement and it is recognized as a possible way of poverty reduction(e.g. United Nations

World Tourism Organization) Nevertheless, tourism also each plays a role in and it is highly

impacted by climate change, resulting in substantial challenges regarding its management and

legislation and long-term improvement prospects (UNWTO-United Nations Environment

Programme [UNEP]-World Meteorological Organization [WMO] 2008). (Peeters, P.,

Gössling, S. & Becken, S. 2007).

Tourism…..

"Traveling to and staying in places outside their usual environment for not more

than one consecutive year for leisure, business and other purposes".

-Quoted from a UNWTO-



Page 11

Climate is a key source for tourism. It co-determines the appropriateness of destinations for an

array of tourist activities, is really a major driver of seasonality in international tourism demand

and possesses an essential impact on functioning expenses, for example heating-cooling,

snowmaking, irrigation, food and water supply, along with insurance expenses. Therefore,

alterations in the length and quality of climate based travel seasons (e.g. sun-and-sea or winter

sports holidays) might have substantial inference for competing destination so the possibility of

tourism enterprises. (McKercher et al., 2010). Issues associated with tourists ‘climate choices

and destination respect need focus when the effects for the geographic and seasonal

distribution of visitor moves can be predicted. (Kachel & Jennings (2010, p. 131)

Figure 01: Impacts of Climate Change1

1Google Images

Climate Change……

“A change of climate which is attributed directly or indirectly to human activity that

alters the composition of the global atmosphere and which is in addition to natural

climate variability observed over comparable time periods.”

-Quoted from UNFCCC-



Page 12

2.4 The Importance of recording the Influence of Climate Change on the Sri

Lankan Tourism Industry

The Sri Lankan tourism industry is the one of major industry of the economy with average

annual revenue of US $ 500 million at present2. It is the sixth biggest foreign exchange earner

in Sri Lanka. It has produced jobs for about 125,000 individuals3. Today, nearly half a million

tourists visit the country every year. Sri Lanka consist with large greeneries, exotic sandy

beaches, historical artifacts, spectacular landscape in the highlands, a rich biodiversity, a good

climate and friendly and welcoming people. These characteristic opportunities, unique

advantages and resources will be utilized to develop the tourism industry as a major growth

sector in the development of the economy. The government’s future goal is to build Sri Lankan

tourism industry, by 2020, to be the largest foreign exchange earner in the economy; today Sri

Lanka remains as the world’s most treasured and greenest island. (Visit Sri Lanka 2011

brochure)

The Sri Lanka tourism industry has a essential element to play in dealing with the challenges of

climate change. The spectacular development of tourism gives both a challenge as well as an

opportunity. The tourist community itself has answered this challenge over the past several

years and noticeably increased its reaction to climate change. Now there is a definite realizing

that the industry can join in on the answer to climate change, by lessening its green house gas

emissions along with by assisting the communities exactly where tourism signifies a significant

economic source to organize for and adjust to the changing climate.

2SLTDA, Annual Statistical Report 2009

3SLTDA Annual Statistical Report 2009, 2011



Page 13

0

100000

200000

300000

400000

500000

600000

700000

2003 2004 2005 2006 2007 2008 2009Year

Nimber

4

The Improvement Policy Platform of the Government of Sri Lanka is devoted to a sustainable

Tourism Improvement Approach. Safety of the environment and submission of economic

benefits to the larger cross section of the society are crucial elements of the general eyesight.

( Alwis, Ajith 2004) The Development Policy Framework of the Government of Sri Lanka is

aimed at placing Sri Lanka as being a model tourist destination taking advantage of the

country’s natural benefits of getting the maximum bio diversity in Asia supported by powerful

traditions, historical artifacts, unique beaches, green environment and friendly people all of

these are stable foundations for tourism development. The Government has arranged a goal of

getting 2.5 Mn excessive investing tourists by the year 20165.The 5 year master program made

by the Ministry of Economic Development under the assistance of the Hon.5

4SLTDA Statistical Report, 2009, 2011

5Sri Lanka Tourism Internal sources, 2010, 2011

6WORD COUNT: TASK 02 – Part 01: 729

Chart 01: Total Tourist Arrivals (2003-2009)



Page 14

0

20,000

40,000

60,000

80,000

100,000

Ja

n

Feb

Ma

r

Ap

r

Ma

y

Ju

n

Ju

l

Au

g

Sep

Oct

No

v

Dec

2010

2011

Number

Months

7

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

2010 2011 2012 2013 2014 2015 2016 Year

Number

8

Figure 02: Sri Lanka’s tourist attractive places

9

7,8SLTDA Statistical Report, 2010-2011

9Images from Visit Sri Lanka 2011e- brochure-

http://srilanka.travel/catalog/view/theme/default/image/pdf/English.pdf

Chart 02: Total Tourist Arrivals (2010-2011)

Chart 03: Sri Lanka Tourist Arrivals Target (2010-2016)

http://srilanka.travel/catalog/view/theme/default/image/pdf/English.pdf



Page 15

2.5 The Changes to the Consumer Behavior due to Climate Change in the

Sri Lanka Tourism Industry

2.6 Methodology

Methodology based on the primary research and the secondary research which was carried out

to build a basic foundation and background for this study. Primary research used for get ideas

and information from range of key stakeholders and a sample of tourists by interviewing them.

Secondary research used for build the rest of structure of this study.

Figure 03: Fishbone diagram of the methodology

2.7 Findings

Each of the every tourism businesses and locations will have to adjust to climate change in

order to reduce connected challenges and take advantage on new opportunities, in an

economically, socially and environmentally sustainable approach. Nevertheless, understanding

of the ability of present climate modifications to deal effectively with upcoming climate

change continues to be standard (Scott et al. 2008). Climate change is gradually getting into

decision-making of numerous tourism stakeholders (e.g., investors, insurance companies,

tourism enterprises, governments, development organizations and tourists).

Climate Change

and Sri Lanka

Tourism Industry

Researches on

Climate change and

Tourism

Interviews with key

Stakeholders

Journal articles

News paper Articles

Reports /articles on

Climate Change and

Tourism

Interviews/Questio

nnaires with

tourists



Page 16

Studies which have analyzed the climate change threat evaluation of local tourism authorities

and providers have regularly identified reasonably lower levels of interest and little proof of

long-term tactical preparation in anticipation of future changes in climate (Scott et al. 2008).

Considering that the large information needs, policy improvements and investment strategies

necessary for efficient adaptation by tourism destinations will need many years to put into

action in some instances, the entire process of adaptation should begin now for destinations

expected to be some of those influenced by mid- century (Scott et al. 2008; Simpson et al.

2008b)

Development organizations in specific will have to establish a better understanding but not

only the implications of climate change for the sustainability of tourism products and helping

services at the destination (e.g., coastal zones, coral reefs, water supply, heritage assets) of

tourism development projects, but even the effects of appearing climate policy routines for the

relative cost and availability. Most significantly, a more crucial viewpoint is needed whether

tourism would be the ideal improvement option.

10

80%

9%5% 1% 2% 3%

Pleasure

Business

Visiting Friends &

RelationsConvention & Meetings

Religious & Cultural

Others

Chart 5 indicted that most of the tourists visited to Sri Lanka for pleasure so it is true that they

will expect more friendly climate and environment for their leisure activities. Dr. Nalaka

Godahewa stated that customers have high level of awareness on the impact of climate change

and how it affects for their leisure activities. But most important thing according to his

information is most of customers does not think about climate change impacts when selecting

destination or their purchasing decisions.

10SLTDA statistical report 2009

Chart 04: Purpose of Visit-2009



Page 17

Alwis et al.., (2004, p.67) stated that some customers does not care about any impacts of

climate change but most of customers looking in to facilities and the attractiveness of the site.

Mr. Hiran Coorey (Environment Consultant Jetwing Hotels Ltd.) in an interview on 11th

December 2011 made some interesting comments on how these changing climate conditions

influence on the purchasing decisions of the customers. He indicated that customers

determining factors for select destination is not the climatic factor but they will look the price,

brand value, facilities and natural environment. Some customers not sure that they should

consider destination which conduct more activities to reduce the impacts of climate change on

tourism such as Green tourism and Eco tourism.

In order to clarify the above statement a survey was done with a sample of 40 tourists who

visited to Sri Lanka. They were asked whether they consider the impacts of climate change or

any fact of conducting activities to reduce climate change when they select Sri Lanka as a

tourist destination. The results obtained as follows;

11

40%

30%

20%

10%Consider

Not Consider

Some what Consider

No idea about Climate

Change

11nformation gathered from the Survey

Chart 05: Customer consideration on conducting activities to

reduce climate change when selecting tourist destinations.



Page 18

Figure 04: Key findings of the survey

Member of the Board of the SLTDA Dr.B.M.S Batagoda

In an Interview with Dr. Nalaka Godahewa (Project Manager SLTDA) on 05th

January 2012, he

indicated that at the moment most of customers from different markets all over the world

consider on environmental matters when selecting destination for leisure activities and also

some tourists willing to pay an extra amount for green tourism or environmental friendly

tourism.

40% of customers consider the climate change as a determining factor when

selecting destinations (Sri Lanka).

Minority (30%) of the customers does not consider the climate change factor as a

determining factor for selecting destinations.

Only 20% of customers somewhat consider the climate change factors for selecting

destinations.

10% of customers do not have any idea about the climate change and its impacts.

Majorities (60%) of the customers have some feeling about the climate change and

its impacts on tourism sector but mainly consider about the branding value and the

image of the destination.



Page 19

Customer’s choice of selecting destinations can be explain through the Buyer Behavior model.

This can be shown as follows;

Figure 05: Consumer Behavior model for Sri Lanka Tourism10

12

13

12Kotler & Armstrong, 2008

13WORD COUNT: Task 02-Part 02:708

Need of enjoy Wild

life & Beaches with

low Carbon foot print

and Green Tourism

Sustainable Tourism

and Eco-Tourism

with low Carbon foot

print

Price, Brand value,

Sceneries, Greenness,

Sustainability, Special

promotional offers

Choose Sri Lanka

over India and

Maldives because of

Green and

Sustainable Tourism

Customer

satisfaction of Sri

Lanka Tourism

Need Recognition

Information search

Evaluation of

Alternatives

Purchase decision Post Purchase

Decision



Page 20

2.8 Strategic Marketing Activities to be conducted in response to this change

According to the survey majority of the customers consider about the activities conduct to

reduce the climate change when selecting destination. This attitude can be increase in the

future, so Sri Lanka must come up with good strategic marketing response to deal with this.

Therefore Sri Lanka tourism industry should change its marketing approach according to the

customers’ attitudes. Sri Lanka tourism should reposition as Sustainable Tourism for meet the

future customer expectations.

The WTO defined;

“Sustainable tourism” as follows: Sustainable tourism development meets the needs of

present tourists and host regions while protecting and enhancing opportunities for the future.

It is envisaged as leading to management of all resources in such a way that economic, social,

and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological

processes, biological diversity, and life support systems.

(World Tourism Organization 1998) 14

Sustainable tourism need to

01. Make optimum utilization of environmental assets that comprise a vital aspect in tourism

development, sustaining crucial environmental procedures, and assisting to preserve natural

heritage and biodiversity.

02. Regard the socio-cultural genuineness of host communities, preserve their developed and

residing cultural heritage and traditional beliefs, and bring about inter-cultural comprehending

and threshold.

14World Tourism Organization- http://www.wto.org/

http://www.wto.org/



Page 21

03. Assure practical, long-term economic procedures, offering socioeconomic advantages to all

stakeholders who are relatively dispersed, such as steady employment and income-earning

possibilities and social services to host communities, and adding to poverty reduction.

Sustainable tourism development demands the advised involvement of all related stakeholders,

as well as solid political leadership to make sure broad involvement and opinion making.

Sustainable tourism also needs to sustain an advanced of tourist satisfaction and make sure a

significant experience towards the tourists, increasing their awareness about sustainability and

offering sustainable tourism techniques among them.15

Sustainability needs to be sought in

most landscapes, whether urban or rural, in traditional resort or eco-camp; community

approval, engagement, and advantage are crucial; and also the “uniqueness of place” is secured

for the maximum level of feasibility.

The Competiveness Strategy for response to this change

Differentiation as Competitive Advantage

Differentiation is the process of distinguishing a service or offering from others, to make it

more attractive to a particular target market. This involves differentiating it from competitors’

products as well as a firm's own product offerings.(Edward Chamberlin 1933). Recognizing

that competitive strategy “means deliberately choosing a different set of activities to deliver a

unique mix of value,” Differentiate from other destination by Green Tourism and conducting

activities to reduce climate change impacts.

Sri Lanka Tourism Industry should focus on following Strategic Initiatives to meet the

sustainable tourism development

The Strategic Initiatives:

Improve the tourism product mix- This initiative calls for developing high-yield

tourism products that appeal to independent, high-spending tourists. The proposed

products under Eco and Green Tourism include Bird watching; Camping; Water

Sports; Wild life Safaris; Cultural Tours; Village Walks and Ayurveda tourism.

15(http://www.world-tourism.org/sustainable/top/contents.htm)

http://en.wikipedia.org/wiki/Edward_Chamberlin

http://www.world-tourism.org/sustainable/top/contents.htm



Page 22

Brand-Different brand names for different tourism sectors. Ex; Eco-Tourism, Green

Tourism, Adventure tourism and Ayurveda tourism.

Upgrade tourism offerings- This initiative supports the improvement of the product

mix by adding value to and promoting unique Sri Lankan assets through environmental

friendly manner. Ex; Sun bathing, Beach tourism, Cultural show, Ayurvedic Spa.

Service and Support-Attractive packages, Special pricing strategies, Special offers,

Easy bookings and payment methods.

Channel/Location-Developed Web Site, Online bookings and payments, Widely

spread Hotels and Resorts network, More Eco-Tourism Spots.

Person-Trained guides on Eco-Tourism, Good communication, Tourist friendly guides.

Modernize industry organization and key institutions- This initiative calls for

creating a national, industry-led, promotion and marketing organization.

Reform the policy environment- This initiative aims to shape policies that affect the

tourism industry. These include civil aviation policy, domestic air travel and

environmental policies.

Figure 06. Positioning strategy for Sri Lanka Tourism Industry

Sri Lanka

High

High

Low

Low

Green Tourism

Sustainable Tourism

Traditional Tourism

Profit focus Tourism



Page 23

Repositioning Requirements and Effects

Repositioning will require (1) improving the mix of tourism products, (2) improving

existing tourism offerings, (3) modernizing industry organization and key institutions, and

(4) reforming the policy environment for tourism and related infrastructure.

The Competitiveness Goal

The goal of this strategy is to make Sri Lanka’s tourism industry globally competitive on a

sustainable basis, commensurate with the nation’s world-class attractions, unique culture,

and bio-diverse natural environment.

Value in the Business Process

How will the competitiveness strategy strengthen the industry’s business process value

chain? As Figure 3 shows, it will add value to virtually every link in that chain. It is important

that all the activities conduct for reduce impacts of climate change and should go through the

value chain.16

Figure 07. Tourism Industry Business Process Value Chain

17

16Kotler & Armstrong, 2008


Administrative and Management functions

(Includes strategy function, process innovation and technology improvement)

Research & Development

Procurement

Production &Distribution

Sales & Marketing

Customer

Service

01

Develop eco-

Tourism Spots,

Beaches, and

cultural

Resources.

Research on

adaptation of

Green Tourism

02 More Wild

parks,

Sanctuaries,

Forest Reserves,

Environmental

friendly transport

05 Well trained

tourist guides,

easy booking

and payment

methods,

Developed

transport service

03 Bird watching,

Camping,

Cycling,

Tracking, Water

sports, Wild life

safaris, Cultural

tours

04 Attractive Eco

tourism

packages,

Special pricing

strategies, free

offers and

special benefits

01

02 03 04 05 01

02 03 04 05



Page 24

2.9 Changes required to the Marketing Professionals in order to respond the

Market Development Strategy

It is true that when conducting change in Sri Lanka tourism industry for achieve sustainable

tourism it is essential that all the marketing professionals and key decision makers should adapt

to the change in terms of their skills, attitudes and behaviors.

Skills

To achieve the sustainable tourism in Sri Lanka tourism industry all the marketing

professionals should have strategic marketing skills. The reason why professionals need these

skills for implement the strategic response is to think of the future opportunities and make

maximum utilization of resources for develop tourism industry efficiently and effectively,

while satisfying the various stakeholders.

Marketing professionals need Cross cultural relationship management skills in terms of

different cultural people involving in tourism sector, in entering to new market and

understanding of those culture and its market trends.

Also Analytical and evaluation management skills are required in decision making in

terms of market and product analysis, financial analysis, continues evaluation on

project, campaign, and budget.

High standard marketing communication management skills are required marketers to

differentiate its service and provide outstanding service to build up image of Sri Lanka

tourism industry.

Attitudes

Marketers should have positive attitudes towards managing risks that may arise due to

conducting total new strategy for achieve sustainable tourism.

Proactive attitude of think different strategic marketing options and its operations out

comes, in terms of customer focus and differentiate the product and service.

Also flexibility of its operation and cultural changes when necessary, different customer

requirements providing such as friendly service.



Page 25

Behaviors

Behavior is very important for marketers when they dealing with different customers with

different cultural and social background. Marketers should understand the customers’ attitudes

and motivate them to work towards building a sustainable tourism industry.

Adapting to Continues learning and knowledge management behaviors are required in

different market changes, competition, demand and satisfaction level of customers and

end consumers. Also different segments and market trend, changing pricing strategy,

internal performance.

Working in Teams of cross cultural department and organizations to create friendly

healthy working environment.

18

2.1.1 Conclusion

Sri Lanka Tourism industry enters to new era in world Tourism market with highly competitive

environments as well as challenges of macro environmental factors in the country. In terms of

sustain and grow the industry Sri Lanka tourism should be Green conscious. The industry has

to move from traditional marketing concept and focus on new marketing strategic options to

build the Sri Lanka Tourism in sustainable manner in international tourism market.19

20


19WORD COUNT: Task 02-Conclusion-63

20WORD COUNT: Task 02 (Total)-2541



Page 26

TASK 03

3.1 Letter to the Conference Organizer

Dr. Nalaka Godahewa,

Project Manager,

Sri Lanka Tourism Development Authority,

President of organizing committee of the conference “Eco Tourism Challenges”

10/02/2012

Dear Dr. Nalaka Godahewa

Discussion paper on, ‘Climate Change and Sri Lanka Tourism’

Tourism is a growth industry as well as an engine of development worldwide. In Sri Lanka

tourism industry has become a mainstay of the nation’s economy, its sixth largest source of

foreign exchange and a major employer. It generate revenue to the public sector almost Rs.

2152 million21

and this revenue boom due to emergence of peace after 30 years of civil war.

To take advantage from the peace and developments in the international marketplace and, Sri

Lanka’s tourism industry should develop its competitiveness. This indicates not only increasing

the number of visitors and the value of revenues they generate but also propelling the industry

into a position where it is recognized for sophisticated, differentiated, and highly valued

products and services that command a premium price.

Through my research I explained how the Climate Change and green tourism impacts on Sri

Lanka tourist industry and how it affect to the its competitiveness. Thorough the different kind

of rich published academic sources and interviews with key opinion leaders in Sri Lanka

tourism industry I could confirm the statement that Sri Lanka tourism should focus on impacts

of climate change and activities conduct to reduce climate change. Although climate change

has direct relationship to the tourism industry because with rising sea levels, destruction of the

beauty of coastal tourism and extreme whether conditions such as droughts or floods tourists

will be less reluctant to visit Sri Lanka.



Page 27

Today most of the customers consider the climate change factor and some tourists even like to

pay more for Green Tourism. Therefore in the future total tourist sector will be depend on the

Green Tourism and that’s why Sri Lanka Tourism need to understand this new trend and

develop sustainable tourism industry by developing new marketing model.

My discussion paper explained how climate change affect to the tourism industry and how Sri

Lanka Tourism Industry should work with its suppliers and partnering networks to mitigate the

impact of climate change and also it explained how customers will react towards climate

change factor. This discussion paper coating and focuses on the following facts;

How climate change impact on Sri Lanka Tourism Industry

What is the customer reaction due to the impact of climate change to the Sri Lanka

Tourism Industry

How to achieve sustainable Green Tourism through the strategic marketing response

How marketers should deal with the above changes by using their skills, attitudes and

behavior.

This is how my discussion paper focused on the key criteria’s that must be taken in to

consideration by Sri Lanka Tourism Industry. As I write this letter to you, I am doing so with a

good sense of hope and expectation. I kindly seek for an opportunity to present my discussion

paper to the audience at the ‘Green Tourism Challenges’ Conference held on 03rd

March

2012.This will be a big occasion for me to present my paper to senior marketing professionals,

stakeholders, government officials and media. I will be more than grateful if you can avail me

this opportunity of your positive response.22

Thank You

Yours Sincerely

Rumesh Jayaekara

Marketing Consultant

Apex Group, Sri Lanka.

21 SLTDA Statistical Report -2010

22WORD COUNT: TASK 03-495



Page 28

3.2 References

Websites

Department of Census and Statistics of Sri Lanka

http://www.statistics.gov.lk [12 December 2011]

Corporate website Sri Lanka Tourist Board (SLTB)

www.srilankatourism.org [12 December 2011]

Tourist Hotels Association of Sri Lanka (THASL)

http://www.touristhotels.lk Page 35 sur 37 [12 December 2011]

Ministry of Tourism of Sri Lanka

http://www.priu.gov.lk/Ministries/Min_Tourism.html [12 December 2011]

Sri Lanka Tourist Board (SLTB)

http://www.srilankatourism.org/http://www.srilanka.travel [12 December 2011]

Sri Lankan Airlines

http://www.srilankan.aero [12 December 2011]

Tourism Resources Improvement Project (TRIP)

http://www.slmts.slt.lk/trip.html [12 December 2011]

Sri Lanka Tourism Project

http://www.lastminute.lk [20 December 2011]

Centre for Eco-cultural Studies (CES)

http://www.cessrilanka.org [20 December 2011]

Sri Lanka Tourism Cluster and U.S. Agency for International Development (USAID)

http://www.smallislandbigtrip.com [20 December 2011]

USAID Sri Lanka The Competitiveness Program

http://www.competitiveness.lk [20 December 2011]

Sri Lanka – An Ecological destination

http://www.competitiveness.lk/eco [20 December 2011]

http://www.srilankatourism.org/

http://www.srilankatourism.org/http:/www.srilanka.travel



Page 29

Publications

Sri Lanka Tourist Board (SLTB), Airport Survey Report on Foreign Departing Tourists at

Bandaranaike International Airport. July 2005 to February 2006 (2006).

Sri Lanka Tourist Board (SLTB), Annual Report 2005 (2006).

Sri Lanka Tourist Board (SLTB), Annual Statistical Report 2005 (2006, to be retrieved from

www.sltbstatistics.org).

Information Communication Technology Agency of Sri Lanka (ICTA), Using ICT to

Transform the Nation & Empower its People (2006).

Department of Government Printing – Sri Lanka, Tourism Act, No. 38 of 2005, to be retrieved

from

http://www.documents.gov.lk/Acts/2005/Tourism%20Act%20No.%2038%20of%202005/P%2

0L%

The Alternative Tourism Value Chain Core Group, Trade Directory for the Alternative

Tourism Sector (Draft). Capacity Building for Competitiveness and Qualified Employment.

Value Chain Promotion Component (VCP). A Programme supported by the German Federal

Ministry of Economic Cooperation & Development and Implemented by the German

Technical Cooperation (GTZ). Series of Documents nr. 10 (2005).

U.S. Library of Congress, Sri Lanka: A Country Study. Federal Research Division of the

Library of Congress as part of the Country Studies/Area Handbook Series. To be retrieved

from http://countrystudies.us/sri-lanka/55.htm.

Govers, Robert, Virtual Tourism Destination Image: Glocal Identities Constructed, Perceived

and Experienced (RSM Erasmus University, Erasmus Research Institute of Management,

ERIM 2005). To be retrieved from https://ep.eur.nl/handle/1765/6981 .

Anderson, K. and Bows, A. 2008. Reframing the climate change challenge in light of post-

2000 emission trends. Philosophical Transactions of the Royal Society, published online.

Airbus 2007. Flying by Nature. Global Market Forecast 2007-2026. Available at:

http://www.airbus.com/fileadmin/documents/gmf/PDF_dl/00-all-gmf_2007.pdf [accessed 18-

02-2008]

Amelung, B., Nicholls, S. & Viner, D. (2007). Implications of global climate change for

tourism flows and seasonality. Journal of Travel Research, 45 (3), 285-296.

Becken, S. 2008. Developing indicators for managing tourism in the face of peak oil. Tourism

Management, in press.



Page 30

Becken S. & Hay J. (2007) Tourism and Climate Change – risks and opportunities. Clevedon:

Channel View Publications

Berrittella, M., Bigano, A., Roson, R., & Tol, R. (2006). A general equilibrium analysis of

climate change impacts on tourism. Tourism Management, 27, 913-924.

Alwis, Ajith de (2004) “Sri Lanka: Its Industry and Challenges in the Face of Climate

Change”, in: Velma I. Grover (ed.) Climate Change Five Years after Kyoto (New

York: Science Publishers).

Basnayake, B. R. S. B; K. R. Abjhyasinghe; W. L Sumathipala; B. V. R. P

Punyawardene; N. Perera; and P. G Joseph (2007) Climate Change in Sri Lanka:

Impacts, Adaptation & Mitigation : Proceedings of the National Conference on

Climate Change (Colombo: Dept. of Meteorology, Centre for Climate Change

Studies; and Kobe: Asia-Pacific Network for Global Change Research).

Punyawardena, B. V. R. (undated) “Impact of Climate Change on Agriculture in Sri

Lanka and Possible Response Strategies”; available at:

http://www.meteo.gov.lk/Non_%20Up_Date/pages/CC%20&%20agreculture.pdf.

Responsible Tourism Partnership Sri Lanka (2008) “Carbon-neutral Sri Lanka – Longhaul

destination of the developing world”, Colombo: Responsible Tourism

Partnership Sri Lanka, Press Release of March 2008; available at:

http://www.responsibletourismsrilanka.org/media_releases_carbon_neutral.html.

Ministry of Forestry & Environment, Government of Sri Lanka (2000) Initial National

Communication under the United Nations Framework Convention on Climate

Change: Sri Lanka (Colombo, Sri Lanka: Ministry of Forestry & Environment,

Final Draft, 27. October); available at:

http://unfccc.int/resource/docs/natc/srinc1.pdf .

AIACC (2007) Climate change vulnerability and adaptation in developing

countries. Final Report of the AIACC Project. http://unfccc.int/fi les/essential_

background/background_publications_htmlpdf/application/txt/pub_07_impacts.

Pdf

Adger, W.N., Agrawala, S., Mirza, M.M.Q., Conde, C., O’Brien, K., Pulhin, J.,

Pulwarty, R., Smit, B. and Takahashi, K. (2007). Assessment of adaptation

practices, options, constraints and capacity. In Parry, M.L., Canziani, O.F.,

Palutikof, J.P., van der Linden, P.J. and Hanson, C.E. (eds) Climate Change

2007: Impacts, Adaptation and Vulnerability. Cambridge. Cambridge University

Press: 717-743.

http://www.meteo.gov.lk/Non_%20Up_Date/pages/CC%20&%20agreculture.pdf

http://www.responsibletourismsrilanka.org/media_releases_carbon_neutral.html



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3.3 Appendix

3.4 Appendix 01:Sri Lanka Tourism Industry Background

Sri Lanka started its journey to the international tourism market in the 1960s. Since then, Sri Lanka’s

Tourism Industry has been growing steadily as a promising sector for the economic development. Due

to civil war and natural disasters like tsunami caused periodical setbacks in Sri Lanka Tourism Industry.

In particular, the contribution of Travel & Tourism to Gross Domestic Product was 7.5% (LKR407.5bn

or US$3,388.1mn) in 2009 in Sri Lankan economy. The contribution to employment was 503,000 jobs

in 2009, 6.2% of total employment or 1 in every 16.2.23

Similarly, the contribution for real GDP growth for Travel & Tourism sector was 5.9% and the travel &

Tourism investment was at LKR131.9bn, US$1,096.8mn or 10.1% of total investment in 2009.24

Out of

186 registered countries of WTTC the Sri Lankan Travel & Tourism economy is ranked number 87 in

absolute size worldwide and 110 in relative contribution to national economies.25

26

0

20

40

60

19

90

19

94

19

98

20

02

20

06

Agriculture

Manufacturing

Constructing

Trade & Hotels

Transport,Storage & Communication

0500

100015002000 Europe

America

Africa

Middle East

46%

13%

41% 0% SL

S.Asia

World

23SLTDA Annual Statistical Report-2009

24SLTDA Annual Statistical Report-2009

25 SLTDA Annual Statistical Report-2010

26 SLTDA Annual Statistical Report-2006, 2009

Percentage of Government Expenditure for

Tourism Industry-2009

Sector wise employment in Sri Lanka’000’ from1990-2006 International Tourist Arrivals Projections up to 2020



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3.6 Appendix 02: CIM Statement

‘I confirm that in forwarding this assignment for marking, I understand and have applied the

CIM policies relating to word count, plagiarism and collusion of all tasks. This assignment is

the result of my own independent work/investigation except where otherwise stated. Other

sources are acknowledged in the body of the text and /or a bibliography is appended. The work

that I have submitted has not previously been accepted in substance for any other award. I

further confirm that I have not shared my work with other candidates.’

12096666