Proceedings of the Second ARC, FMC, SEUSL

I.Raisal (1) and, S. Gunapalan (2) A Case study on Tourism Developments in Tourism Destination from Stakeholders’Perspective

(1) Department of Management, South Eastern University of , (email: [email protected]) (2) Department of Management, South Eastern University of Sri Lanka, (email: [email protected])

Abstract

Tourism industry in Sri Lanka has been This industry in most of world’s countries evolving following the end of the civil war. In has more prompt growth in comparison to order to cater the ever increasing demand, other economic sectors and through creating significant investments are taking place in new job opportunities, is regarded as a the identified tourism site and location. progressive industry. Tourism is so effective However, there has been no comprehensive on economic and social development of assessment on these aspects in many places countries; in which, economists call tourism including Arugam Bay. In this backdrop, the as “invisible export”. Therefore, in order for paper aims to assess and identify the having permanent development and potential of tourism resources in order to replacing new resources instead of income of promote and attract tourism and to have oil reserves, it is required to use from all more tourists in the area. This research facilities and abilities. Thus, fundamental carried out through survey using structured requirement of each country is developing interview among 100respondents comprising tourism industry; in which, economists many tourism related stakeholders in the believe that this is third dynamic and study area. A focus group discussion also growing economic phenomenon after oil and carried out to validate the findings of the automobile industry (Madhoushi and survey. The research concluded that Arugam Naserpour, 2006). Bay has the potential resources to promote as a tourism destination yet, many resources Tourism is regarded as ability of a country to are unutilized and underutilized.Among create added value and increasing national those attractions, respondents preferred to wealth through resource, processes and develop were small attractions management. It is obvious that one of the most important factors on independent businesssuch as gift shops, developing tourism is organizations cultural and folk events, prearranged involving in tourism including: hotels, travel attractive, flexible tour packages, guide agencies, tourism organizations services, concerts, arts and crafts, dances, and festivals. And also, they supported The Island of Sri Lanka is a small universe; it information for tourists to attract more contains as many variations of culture, tourists to their communities. scenery, and climate as some countries a dozen times its size it is hard to believe that Key word: Evolution of tourism, Tourism there is any country which scores so highly development, Potential, Assessment, in all departments – which has so many Tourism expectation, and Tourism trend advantages and so few disadvantages. Lovely beaches, beautiful landscapes, impressive Introduction ruins, a vibrant culture and charming people.

Nowadays tourism is regarded as one of the ArugamBay offers something for everyone. It world’s most economic prosperity activity. is the third highest ranked among the

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world’s top ten surfing destinations. There is The main building blocks of the local a variety of Accommodation with the hotels economy of DS Division comprise: and guest houses, restaurants rank from 1. Agriculture (e.g. paddy, coconut, small, local rice and curry, cafes to the other field crops and horticulture) largest restaurants rank which serve western 2. Livestock rearing, cuisine for every budget. 3. Coastal and inland fisheries, 4. Micro and small industries, The attractions of Arugam Bay are so, 5. Tourism, and numerous and cater to visitors with different 6. Trade. interests. It is just amazing that so many attractions should lie so close together. Evolution of Tourism in Arugam Bay

Even the off season here is great for those At the beginning it was a fishing village and who want some peace and quiet. Besides that time tourist visit Arugam Bay as hippie this, tourists can view birdlife, crocodiles and tourist. These people loved the nature and elephants in the nearby areas very easily. suddenly they saw the huge waves in Arugam Bay and the prepared a surfing Arugam Bay Profile board using the coconut stud. Then the message spared mouth to mouth by them Arugam Bay situated in the Pottuvil Region and step by step the tourist identified that it Eastern part of Sri Lanka is located on the was a good place to surf and start to arrive to world map, North latitude between 60°53'N Arugam Bay. and east meridian between 30°50'E and 3.6 meters high from sea level to differentiate. Thereafter the fisherman saw the incoming Pottuvil is bordered by DS tourist and thought how to provide Division from the North, the Bay of Bengal accommodation for them, and started to rent on the East, and DS Division on the their kajan huts for them. Afterward the South and West. The total land area of the amount of the tourism starts to increase and Division is 269 square kilometers with a the fisherman’s started to build small guest length of 21 kilometers and a width of 6-15 houses. kilometers. Nearly half of the total land (47.03%) remains unexploited. 6.2% of the According to the tourism arrivals 1985 was a total land is utilized for dwelling purposes pick season in Arugam Bay. Then they found while 24.46% is under cultivation. Another that the hotel requirements were further and 18.28% of land has been identified as it slowly another 10 hotels were created. In cultivable but is not used for cultivation. 1986 100% were occupied and in during that period there were no facilities in this area… The Division comprises 63 villages which come under the administration of 27 GN Arugam Bay was affected in 1987 by civil war Divisions. Before 1960, the Division was part although still the tourism arrived to Arugam of the District. However, after the Bay and though they faced many difficulties formation of in 1961, the such as water, electricity, and mainly it was Division was formed as an AGA Division. The under poverty. But the tourist enjoyed the Pottuvil electorate is included partly into the nature of Arugam Bay and was more Dhigamadulla electorate Division. interested in the organic food such as hot roties, big bananas and coconuts sambols The population of Pottuvil is 36940 the were the famous food in Arugam Bay. composition of the population by Religion is Islam 78.14%, Hindu 18.82%, Buddhist 2.09% Day by day, Month by month, year by year, and others 0.95% (Pottuvil Resource Profile – tourist arrival was improved and in 1990 the 2010). Language constitutes an important war became a big problem and cleaned out fact of the cultural mosaic of the community. numerous activities got stopped. Then 1992 Sinhala and Tamil are official languages very small amount of the guests begin to while English, which is the link language, is approach and they identified 12 surfing widely spoken countrywide. points in PottuvilPradeshiyaSabha Area and the PradeshiyaSabha gets a little profit from the tourism industry.

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In 2001 year the Arugam Bay was visited by different methods and perspectives have locals and tourist. Then people started to been utilized to describe the components of recognize there were more attractive souses tourism resources. Subsequently, theories, such as, Yala National Park, cultural sites, models, and frameworks of tourism Lahugala national park, arceo logical sites attraction systems have been developed and and the hoteliers started to let know to the discussed (Fondeness, 1990; Leiper, 1990). visitors about these places. In 2004 due to Such research efforts have resulted in critical the incensement of the tourism level the surf information and sources for tourism competition was started with the help of Sri planners and marketers to increase Lanka tourism board, Sri Lankan Air lines, destination market values and British Pro Surfers Association (BPSA) competitiveness. bringing the top ten surfers to Arugam Bay. But unfortunately on 26.12.2004 the huge Basically, tourism destination is the essential waves (Tsunami) destroy the Arugam Bay component of a tourism system, and and many valuable lives as well. But the constitutes multifaceted elements and locals and the tourist who have visited to attractions such as social/natural resources, Arugam Bay in the past supported to the culture, transportation, facilities, services, hoteliers to rebuild their business back. and other infrastructures. These destination attributes have been considered as key After the tsunami in 2005 while it was components for tourism developments. growing up slowly, suddenly the civil war started to the maximum level again. Tourism resources have been assessed to Therefore tourism was congested and the evaluate their contributions to destination hoteliers lost their income and faced many attractiveness (Kozak&Rimmington, 1998; difficulties to survive their lives as well as the Leiper, 1990; Witt &Moutino, 1994). Often, Local Authority. these analyses have been done from the tourism demand perspectives. It is believed Finally in 2009 thanking to our President his that the attributes and elements of tourism Excellency MahindaRajapaksha, the war destinations are the basic criteria of tourist became to end under the policy of preferences and are the major motivators or MahindaChinthana. Afterwards the tourism, determinants of travel decision choices Infrastructure facilities, and many more has (Fodness, 1990; Murphy, Pritchard, & Smith, been developed in to a better stage. As the 2000; Ross, 1994). tourism industry improved the income of the hoteliers has been improved as well. Additionally, resources have been considered Through issuing the trade license, as major determinants or factors in tourism Environment Production license, Garbage destination competitiveness (Ritchie & license and Urban Development Authorities Crouch, 1993). An understanding of the key approvals the PradehiyaSabha (Pottuvil) gets determinants of market competitiveness is more income and support to developed critical to sustain destination market growth Arugam Bay Tourism Industry. and vitality (Hassan, 2000). The most common examples of destination resources Review of Literature are natural/cultural components, heritage/historical resources, supporting As a result of the dramatic increase in facilities/services, infrastructure, sports/ tourism activity over the last few decades recreation activities, transportation there has been growth in the extent of /accessibility, and cost. It has been suggested tourism-related research (Bushell et al., that knowledge of these components of 2001). destination resources is not only basic to understanding tourism planning, but also is In the tourism literature, researchers have essential for successful tourism development identified and evaluated tourism resources. (Gunn, 1994; Pearce, 1997). The most common objective of tourism studies has been to provide more useful Research Question knowledge about an attraction inventory for tourism planning, development, and Tourism in Sri Lanka has been growing in marketing in a given region, or site. Many the recent past due to prevailing conducive

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environment in the country. There are plenty from tourism development, they are more of projects under taken by the government likely to support future tourism and other tourism organization to promote development. the Eastern province as one of the best tourism destination in the country. Arugam Rather than the environmental and physical Bay has been promoted as the strategic benefits from tourism development location for tourism promotion but proper discussed in other studies (Davis, Allen, & assessment and identification have not been Cosenza, 1988; Getz, 1994; Lankford & much expressed. Therefore there is a need to Howard, 1994), this study demonstrated that have a look upon the preference of stake the more tourism stakeholders perceive holders on tourism resources of Arugam Bay economic benefits from tourism to further promote as one of the best tourism development, the more they are likely to destination in the Eastern part of country support future tourism resources for and gain more destination competitiveness. example, positive perceptions in terms of job creation and investment. Research Objectives Among those attractions the respondents 1. To identify the tourism potentials in preferred to develop were small independent the study area to promote as a best businesssuch as gift shops, cultural and folk tourism destination in the country. events, prearranged attractive, flexible tour 2. To identify the preference of stake packages, guide services, concerts, arts and holders on tourism development for crafts, dances, and festivals. And also, they further development supported information for tourists to attract 3. To Gain destination competitiveness more tourists to their communities. by way of promoting tourism resources/ attraction in the area. The tourism resources that tourism 4. To recommend strategy to attract stakeholders in this study preferred to more tourist to the study area. develop were small independent businesses, cultural and folk events, and information for Methodology and Research Design tourists. The more their preference for developing tourism attractions,the more Primary data for this study were collected likely they were to support destination through survey using structured interview competitive strategies such as marketing methods. The interview included the several efforts and activities, and destination items on the following dimensions: tourism development activities. Accordingly, this attraction developments; hindering for finding implied that this relationship could tourism developments; and tourism represent the best combinations or matches destination competitiveness. Researchers between tourism attractions and destination conducted interview among 100 respondents competitive strategies in order to enhance comprising local people, local tourist, foreign destination competitiveness. These tourist, and hotel owners in the area. combinations may produce more and a better quality of tourism resources that are Focus group discussion also conducted with marketed effectively or efficiently to current tourism expert and other tourism promoting and potential tourists. bodies in the area to validate the findings. Following are some of tourism resources Discussion of Findings preferred by the stakeholders to promote the destination and to gain destination Findings of the study revealed that tourism competitiveness. stakeholders’ preferences about tourism resources development are a function of 1. A wide sweeping sandy beach in perceived tourism development impacts as front of the village of Arugam Bay is well as place attachment. As previous an attraction for swimming all year- research discussed (Jurowski, 1994, Jurowski, round. Arugam Bay Beach with its Uysal, &Williams, 1997; Perdue, Long, & coral reef being home to an Allen, 1987; Yoon, Gursoy, & Chen, 2000) if abundance of tropical fish affords people perceive more benefits than costs delightful snorkeling opportunities.

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2. Arugam Bay has the best surfing Impediments for Tourism development areas in Sri Lanka during the East in Arugam Bay tourism destination coast season and offers some exceptionally fun point breaks .The The following items highlighted by the most popular sites are the point, a respondents in the study as major constraint long right-hand break where the for the tourism development in Arugam Bay. waves can reach up to two meters high for a 400 meter ride 1. Inadequate in transport and tourism 3. OakandaMalai is at the northern infrastructure boundary of the Kumana Bird 2. Limited international air Sanctuary. A rocky outcrop much connectivity venerated by the local inhabitants 3. Unclean environment and pilgrims to Kataragama 4. Economy severely impacted due to 4. Monuments related to the Southern years of internal strife kingdom of Magama almost a 5. Low competitiveness thousand years old are found in 6. Increasing theft in the beach area in Pottuvil town, by the dunes and the evening time within the Lahugala sanctuary 7. Sea plan destination under threats 5. A ½ hour tuktuk ride to the south ofseasonal variation will leave you with a twenty minute 8. Shopping avenue for tourist in the walk along another beautiful beach Arugam Bay area is very limited to reach Crocodile Rock. 9. Lack of entertainment facilities for 6. This temple is said to be built by tourists King Kavanthissa in the 2nd Century BC on the location where the King Strategy to improve tourism married the princecessViharaMaha development and attract more tourists to Devi. 'Magul' Arugam Bay 7. Long and beautiful coastline along the Indian Ocean and a tropical Researchers recommend following strategy climate to promote the destination to attract more 8. Cultural orientation, religious tourist and gain destination competitiveness values, respect for people and in the long run. traditions,and sacred sites 9. Very Low-cost tourist destination 1. Improve tourist attractions and have with proximity to Indian sub- guided tours to Yala , Kumana and continent and South-East Asia Uhantha 10. Sri Lanka has a rich and exotic 2. Should device mechanism to avoid variety of wildlife and long tradition Cultural constraint of conservation. The most popular of 3. Attract long-term government Sri Lanka’s protected areas. We have support for the industry multiple national parks that are 4. Organize more social events for home to varieties of elephants, instance food festival leopards, sloth bears, wild boar, 5. Promote the independent business porcupines, sandbur, deer, monkeys, 6. To attract lager crowd identify and wild buffalo, ant-eaters, civet cats, establish theme park in Arugam Bay jackals, mongoose, Loris (unique to area Sri Lanka), several varieties of 7. Promote local and other indigenous lizards, squirrels, reptiles, medical treatment packages amphibians and whole host of bird 8. Provide opportunities for tourists to life. experience the village life and 11. More than 60% of the mangrove culture (e.g. village traditional forest in Pottuvil Lagoon has been cooking) destroyed over the past two decades, 9. Promote beach tourism a consequence of the recent civil 10. Maintain eco- friendly and clean conflict. Now the mangroves are environment threatened by new development and by expanding farming activities.

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Conclusion Foodness, D, (1994), Consumer perceptions of tourism attraction, Journal of Travel According to the results of this study, it Research, 28(4), 3-10. revealed that Arugam Bay has the potential resources to promote as a tourism Gunn, C. A. (1994), Tourism Planning (3rd destination. Although the study area is ed.), New York: Taylor and Francis. flourished with resources, but most of them are not yet, turned to be tourism product. Gunn, CA &Var, T 2002, Tourism Planning: They are mostly unutilized and underutilized Basics, Concepts, Cases, 4th edn, Routledge, in promoting tourism in general and New York. attracting tourists in particular. So that few strategies proposed by the researchers in Hassan, S. S. (2000), Determinants of market order to reap more benefit from the tourism competitiveness in an environmentally development in the study area. sustainable tourism industry, Journal of Travel Research, 38 (February), 239-245. The study also concluded, that rather than the environmental and physical benefits Kozak, M., &Rimmington, M. (1998), from tourism development stake holders like Benchmarking: Destination attractiveness more economics and cultural benefits. And and small hospitality business performance. they preferred to develop small independent International Journal of Contemporary business such as gift shops,cultural and folk Hospitality Management, 10(5), 184-188. events, prearranged attractive, flexible tour packages, guide services, concerts, arts and Leiper, N, (1990), Tourist attraction system, crafts, dances, and festivals. And also, they Annals of Tourism Research, 17, 367-384. supported information for tourists to attract more tourists to their communities. Madhoushi M, Naserpour N (2006), Evaluating impediments of developing This study may further conclude that in tourism industry at Lorestan province, successful tourism development and Quarterly periodical of commercial research, management for destination issue.28, PP.25-58. competitiveness, a more thorough understanding of tourism stakeholders’ Murphy, P., Pritchard, M. P., & Smith, B. attitudes and preferences toward tourism (2000), The destination product and its should be made. As key players in tourism impact on traveler perceptions. Tourism destination competitiveness, their Management, 21, 43-42. preferences about tourism resources and support for destination competitive Pottuvil Resource Profile – 2010, Divisional strategies should be understood so that more Secretariat, Pottuvil. competitive destination environments and positions can be achieved. Ross, G. F. (1994), the psychology of tourism. Melbourne: Hospitality Press. References Statistical Report 2012, Kachchari ,Ampara. Bushell, R, Prosser, GM, Faulkner, HW Statistical Report - 2011, Sri Lanka Tourism &Jafari, J 2001, 'Tourism Research in Development Authority (SLTDA). Australia', Journal of Travel Research, vol. 39, no. 3, pp. 323-6. Witt, S. F., &Moutinho, L. (1994), Tourism Marketing and Management Handbook (2nd ed.), New York: Prentice Hall.

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