Proceeding of International Conference on Contemporary Management - 2015 (ICCM-2015), pp 1021-1036

TOURISM INDUSTRY SUPPLY CHAIN CHALLENGES IN

Munasinghe, U.

ABSTRACT Anuradhapura is a remarkable city to gain more in a productive way. Few cities in can offer to travelers such a great combination of historical experience, sacred monument features stunning scenery, tanks, and ancient Buddhist temples in such a compact location. But the issue is the entrepreneurs who involve in industry at Anuradhapura, not processing through an effective supply chain. Entrepreneurs provide just the , as accommodations, foods and other goods and services but they have forgotten to contribute their services to introduce arts, crafts and other values of the city. They do not combine the historical capacity with special attractions of Anuradhapuara community, nature trails and outdoors activities, festivals and special events, traditions and customs and unique travelling opportunities. Tourism is promoted as a stress reliever. Unfortunately, what should be and what is in Anuradhapura are often very different experiences. By this research, it has planned to collect information from both the entrepreneurs and foreigners by questionnaires from survey about the challenges they face and will provide possible solutions. In Anuradhapura, travelers face imprecise language, fine print that does not deliver what is promised, add-on fees, poor customer service and angry employees, sub-quality food, and buildings that are tidy or even sanitary. Because of this dull supply chain of the tourism industry, tourists who come to the city, visit the places by their own, without any guidance and support, cannot gain an adequate experience which harm the industry and ruin the reputation of the city.

Keywords: Supply Chain, tourism industry, Anuradhapura, heritage

1. INTRODUCTION vast city. The city is now named as a world Anuradhapura is one of the ancient heritage site by UNESCO. cities in Sri Lanka, well known for its ruins depicting the early Sri Lankan civilization. It Founded around 5th Century BC, is very famous among Buddhists pilgrims. Anuradhapura is the oldest city in the Anuradhapura was earlier the capital of the Cultural Triangle. In its heyday, tens of Island (in ancient times) and most of the thousands of people lived in a city of royal Kings who ruled Sri Lanka resided in this palaces, monasteries, temples topped by

The Open University of Sri Lanka [email protected] 1021 glittering jewels, houses of two or three customer service and angry employees, sub- stories, shops, pleasure gardens, bathing quality food, and buildings and locales that pools and wooded parks. Today, the restored are not tidy or even sanitary. Perhaps then the remains of ancient Anuradhapura are dotted greatest challenge for the tourism industry in amidst peaceful parks to the north and west Anuradhapura the coming years is to create a of the modern city. tourism experience that matches the tourists' expectations. By most accounts Anuradhapura is one of the oldest continually-inhabited cities in Supply chain of Anuradhapura tourism the world. It is of particular importance to industry suffer from high prices, security Buddhists, as it is home to a large number of challenges and poor customer service stupas, temples and other holy monuments, standards, which turn reality into difficult some of which are said to contain remains of process. In Anuradhapura, however, has no Gautama Buddha himself. alternative. It is essential that tourism professional see their industry from a long- When consider the tourism industry in term perspective. Anuradhapura, it is obviously most famous city in the country among tourists. But With the exception of some business entrepreneurs who are involved in the travelers, and health and family industry don't operate sufficiently and they emergencies, many tourists can choose not to don't understand fully their customer in Anuradhapura. The concept of the behavior. "staycation" (vacationing at home) came about due to the high cost and difficulties of 1.1 Inefficiency in the Supply Chain of travel, the lack of good service, and the fact Tourism Industry of the Area that all too often the has According to the findings of become the "hostility" industry. questionnaires tourists who have traveled in the last year in Anuradhapura has faced the Changing some of travel's negative fact that there the travel experience has some aspects will not be easy in Anuradhapura key challenges in the city. Tourism should area. Marketing can only do limited promote as a stress reliever and a way to operations regarding this matter and when renew both body and soul. Unfortunately hype cease to match reality then customers what should be and what is are often very are confused. Findings prove improving the different experiences in Anuradhapura. travel and tourism experience cannot be done by fiat but rather will require each In too many places, travelers face tourism professional returning to the basic imprecise language, fine print that does not principles of the hospitality industry in deliver what is promised, add-on fees, poor Anuradhapura. To return the industry to a

1022 state of entertainment and hospitality talk to anyone. Not so in Anuradhapura, Sri consider some of the following ideas in this Lanka research. Considering the food of Anuradhapura 1.2 Tourist Attraction of the Area by observation of author local people in Anuradhapura ruins consist of three Anuradhapura likes to feed guests the best classes of buildings, dagobas, monastic way they can. It is called "hostile hospitality" buildings, and pokunas. in the whole country. From Milk rice, Kavum, Kokis and street food to rice and Eight Great Places of Veneration in curries by default food is packaged using a Anuradhapura - Jaya Sri Maha “Nelum leaf” and Anuradhapura offers Bodhi, Ruwanweli saya, Thuparamaya, immense cultural foods which were Lovamahapaya, Abhayagiri Dagaba, fascinated by tourists all over the world. Jetavanarama, MirisavetiStupa and, The lure of the natural environment Lankarama Other structures Isurumuniya, also a key point in Anuradhapura according Magul Uyana, Vessagiri, Rathna Prasadaya, to the authers findings. Anuradhapura city is Queen's Palace, Dakkhina Stupa, SelaCetiya, enriched by trees, rivers, streams, canals, Naka Vihara, Kiribath Vehera, Kuttam tanks and ponds which are nature's best gifts Pokuna, Samadhi Statue, Toluwila Statue that nourish the environment. Still and Ranmasu Uyana (Wikipedia, the free Anuradhapura city is not much polluted encyclopedia) comparing to other cities in country. This fact also fascinates most of the tourists who According to the findings except these visit this area. sacred sites, non domestics tourists are fascinate with the spirituality of the city. As 2. RESEARCH PROBLEM the global community becomes increasingly 2.1 Current Supply Chain Problems in capitalistic, the quest for spirituality has the Tourism Industry grown in urgency. When considering the current supply chain of tourism industry, Anuradhapura's According to the findings which are growing tourism sector can thrive, if only the derived from questionnaires also tourists industry improve on basic requirements to fascinate with the warmth of the local make the tourist destinations are popular in people. In developed countries there is an abroad. Better law & order situation to ongoing trend towards non-interaction. protect and make tourists feel safe; local Whenever possible, modern technological residents educated regarding the fact that facilities ensure people can perform most of helping tourists is in their interest; roads, their daily tasks without actually having to electricity and availability of quality,

1023 affordable rooms; can all play an to its foreign customers. Basically authors important role in boosting the growth of findings prove that some foreigners suffer tourism in the country. Case in point is some from bad qualities, lack of knowledge about areas in Anuradhapura obviously still virgin the sacred places, poor knowledge of the territory for most travelers. language and untruthful behavior of the tourist guides. According to the observations of author, Anuradhapura's tourism has great According to the observations of potential but it is being held back artificially author in Anuradhapura, many tourist though several policies and programmes destinations centre on Buddhists' have been famed for the development of monuments. The most sought after hotels tourism their implementation is not are, therefore, those which are situated in the satisfactory. vicinity. Destinations such as the Ruwanweli Seya, Jethwanaramaya are an attraction to all Government, authorized officers who tourists. Many of these tourists prefer to stay involve in the business and also the citizens for long periods. Thus, cheap hotels which of the city are responsible for this matter. provide basic accommodation and food are common in those places. As a matter of fact, Anuradhapura incidentally offers a pilgrimages in Anuradhapura are the most wide range of tourist destinations, benefit popular tourist places and attract a diverse much from it. It is also a major driver in crowd of tourists. Some are pure devotees, various other sectors. The hotel industry whereas others prefer to tread the particularly, expects a major part of their surrounding places taking their time, still income from tourists. others follow a rather tight schedule while visiting all the famous sites. Hotels provide At the same time, tourists usually facilities to all those kinds of tourists. incorporate accommodation plans to their check list before starting a tour. So, it is Apart from pilgrimages, Anuradhapura pretty straight forward what tourists can hosts a variety of exotic locations. Hotels expect from a good hotel. For instance, aside around these tend to be more luxurious than from providing a regular accommodation, those near the pilgrimcenters. Sometimes, good hotels provide guided tour to the local the hotels provide a kind of packaged tour tourist place, rental vehicles at the disposal around the place to attract tourists. This of the tourist, and so on which were already usually encompasses day trips and . some of the hotels in Anurdhapura area More lavish hotels invite tourists to provided. But all the businessmen can go sumptuous parties organized by the hotel at beyond that and give remarkable experience their premises.

1024 3. REVIEW OF THE there is trend that the tourists who visit here RELEVANT LITERATURE buy foods from street venders, stay at small 3.1 Supply Chain Challenges from the low- priced motelsand travel without a Aspect of Entrepreneurs Involved in tourist guide by local public transportation. the Industry According to the authors observation in 3.2 Issues Facing by Tourists in the past, foreigners just came to Anuradhapura Anuradhapura for its glamorous As above mentioned, tourists purpose monuments, for natural environment and for of visiting Anuradhapura have been changed the historical value. But today tourists visit from a while now. But the infrastructure of Anuradhapura also for their mental the tourism industry is not changing in order happiness and knowledge which will gain to meet present tourists' requirements. from historical ruins, Ayurveda, meditation According to the findings of methods, ancient legendary information, questionnaires of tourists there are various ancient irrigation techniques, ethnic foods, good and bad facts about Anuradhapura. For cultural values and etc. instance, the historical places can tempt tourists but, the dirty roads or poor Unfortunately entrepreneurs and other transportation can be a bad impact on tourist businessmen who are involved in the tourism attraction. Travelers face imprecise industry at Anuradhapura still didn't language, fine print that does not deliver understand the latter fact.They still believe what is promised, add-on fees, poor foreigners just come to Anuradhapura for its customer service and angry employees, sub- glamorous monuments, natural environment quality food, and buildings and locales that and the historical value. are tidy or even sanitary in hotels and restaurants. If they will understand, then there can be a vast improvement in the tourism According to the authors' observation industry of the area. But instead of that they by visiting the area, foreigners suffer various pile up paddy fields and removing forests to outside circumstances like beggars on the buildnumber of restaurants and hotels. If streets, overcrowded buses, dirty and noisy there is any beautiful place in Anuradhapura roads, traffic, rude auto drivers, spitting, which is remained untouched, they try to street vendors, garbage etc. build a block of building for accommodation Some of the key facts which are tourists face for tourists. Also they are named those hotels in Anuradhapura as below. and restaurants somewhat fascinating names. But all those huge efforts now are Mosquitoes and flies: Most hotels becoming worthless. According to the have mosquito repellents at work and air authors observation now in Anuradhapura, conditioning for repelling some of the

1025 mosquitoes but those efforts get hotels and wherever tourists go. There are unsuccessful mostly in the night time. Flies someone following tourists and their buses also are a nuisance in the area most tourists around trying to sell something or some child consider which is not attractive. will want to polish tourists' shoes. There are cheats who will want to take tourists to a Dusty, noisy and chaotic roads: Some better hotel or and demand of the Anuradhapura roads are chaotic, huge sums of money for it. Sometimes, even because this City is considered as the city hotels try to sell tour-tickets at high prices. which has most roundabouts in the country which confused even the domestic tourists. Heat: Anuradhapura is high heated So it's obvious there is a serious problem in city. The temperature in Anuradhapura the plan of city which is not helping to the throughout the month of April daytime tourism industry. Also in Anuradhapura like temperatures will generally reach highs of other cities in country road sense and rules around 32°C that's about 90°F. The average do not exist. It will be disguised by law- daily relative humidity for April is around obedient foreign country travelers. In 81%. So the foreigners who are not familiar addition, the roads are often dusty specially with such temperatures will suffer. country roads and not to mention noisy. Drivers blow their vehicle horns Food Poisoning: Food poisoning in unnecessarily. Anuradhapura means upsetting the stomach due to eating spicy or contaminated food. Polluted drinking water: One factor Visitors are not used to eating street food or about Anuradhapura is that drinking water is food prepared from water from the not safe to drink. Most of the Anuradhapura “supplies” that could easily cause diarrhea. people now buy bottled water because of the They mostly eat street foods because they are rising kidney disease in North-Central low cost foods than the foods provided to province. According to authors findings them in the hotels and restaurants. some foreign tourists go to the extent of using bottled water to clean their teeth. Excess attention: If the tourist is an American or European, they'll be considered as someone with a lot of money to spend. So Open urination: Some local men they will be given a lot of attention in the urinate in open at roads sometimes which is hope of a tip or simply loose change. Also in disgusted by tourists, mostly female tourists some places, people may not have seen according to the findings. foreigners so expect to be followed (that doesn't mean tourists will be mugged). Touts and cheats: There are fake Anuradhapura people are of curious nature beggars asking for money in front of the and hence many would like to talk to tourists

1026 and find out who they are and where they've (SLTDA) are un-reliable. come from and so on which some of the friendly tourists will be fascinated but some will consider it as a burden to their .

No respect for the environment: If the tourist is environmentalist who loves to sort his/her waste into recyclables and non- recycles then he/she probably will hate some of the areas of Anuradhapura. Because some of the citizens do not taking care the environment at all.

Some places will find plastic and other non-degradable waste and it will lie there till someone from the municipal department responsible for disposal will collect it. Furthermore, some people havs the bad habit of spit out in the open and tourists find people spitting without any concerns whatsoever. In addition, tourists won't find dustbins for Source: Annual Statistical Report 2013, Research and International Relations Division, Sri Lanka Tourism litter. Development Authority

3.3 Why the Supply Chain Process As the above Figure 3.1 there was a Could not be Operated in an rapid growth of tourist arrivals during the Effective Way by Entrepreneurs in post war period. (2009-2013) the Tourism Industry at Anuradhapura? But according to the views of According to the findings (Chandrasiri, Chandrasiri,B an award winning innovative B. 2015) it was false news created by hotelier (Forest Rock Garden - previous government in Sri Lanka (2005- Anuradhapura), the adviser of Tourist 2014) that the number of tourists increased Hoteliers Association Anuradhapura, by millions during the past years. Because number of tourist arrivals have been the entrepreneurs are seriously confused decreased by 30% in year 2014 comparing to about the present situation in the tourism the year 2013 in Anuradhapura.Also in the industry.According to the findings seems year 2015, it is believed that this rapid that the figures which were provided by Sri decline will be increased. He declared that Lanka Tourism Development Authority

1027 the reality of the tourism in Anuradhapura is price was decreased to $12. The adviser of far away from the figures which were Tourist Hoteliers' Association, Anuradhapura published by the government. He is insisted that there are complaints from considered as a genius in the tourism hoteliers at the association everyday industry who has been well experienced regarding this matter. more than 30 years in Sri Lanka and in Europe. For tourists planning to travel to Sri Lanka and visit the cultural triangle, Chandrasiri,B stated that even the Anuradhapura is not in the list of the round number of tourist arrivals in Anuradhapura trip tickets now unfortunately. Previously were high during the war period than the tourists could buy a ticket costing $50 present period of time. Anuradhapura was (before 2006) that allowed them to enter to the main tourist centre, 15-20 years before. Sigirya, Polonnaruwa and Anuradhapura. Tourist travelled Pollonnaruwa, Dambulla, But these were cancelled as of 31st Trincomalee and etc by crossing the city December 2011. Tourist will now have to Anuradhapura. According to the hoteliers pay separate entry fees for each of the site. association of Anuradhapura, it is not true The prices are given below. that the previous government statements which were saying the number of tourist Table 3.1: Ticket Prices of Cultural Triangle arrivals have been increased in the past years.

Though the tourism industry is the easiest way to gain major income in Anuradhapura, responsible government Also there were issues regarding authority did not take sufficient action Cultural Triangle Round Tickets back then. regarding that matter yet. They never made a It was in very unfriendly manner before mechanism to develop this industry by using when the round ticket was set at 50 dollars. suitable people. It is obvious that the tourism Then in the year 2011it increased to 80 industry in Anuradhapura is going to a dollars for the three places. It is certainly downfall, when consider the number of enough to keep tourists from ever visiting tourism arrival per year. any of those sites again.

It could not been increase the prices of Comparing that price with the 40 dollars the products and services. Still the pricing for three days in the temples and ancient scale did not increase from the prices of six cities of Anker where, in tourists' opinion, years before. Also for instance, price of a there's so much more to see, much cheaper lunch was $18 before six years. Now the food , accommodation etc, makes this just

1028 another way that Sri Lankan tourism was these values will be identified, it can enhance enhancing a bad image to itself. But to the position of major income of our somehow the round trip ticket is an country. advantage to Anuradhapura tourism industry because tourists were motivated to visit 4. RESEARCH METHODOGIES Anuradhapuara. But now Anuradhapura has 4.1 Silent Observations removed from Cultural Triangle Round Silent observations are done by author Tickets which was another reason for the personally visiting the areas of key tourist downfall of the tourism industry in destinations at Anuradhapura, hotels, tourist Anuradhapura. rest houses, and restaurants and observing by paying attention to key factors According to the authors' observation, of the research. though hotelier's association of Anuradhapura complaint to the authority on this injustice 4.2 Questionnaire Survey fable removal, the authority did not take any To empirically test the impact of both action yet. Because there is no solution to tourists and hoteliers of the tourism industry this matter, some hoteliers have to close their in Anuradhapura questionnaire survey was hotels. conducted on both parties in the industry at Anuradhapura. The total number of usable Wilpattu National Park is the main responses of tourists received was 248, national park in Sri Lanka which takes most giving a response rate of 23.9 per cent, while tourist attraction. But lack of publicity which the total number of usable responses was given to that park and the removal of received of hoteliers was 45, giving the Anuradhapura from the Cultural Triangle response rate of 15.4 per cent. According to Round Tickets caused to decrease of the the authors' experience in conducting such tourist arrivals. (Chandrasiri, B. 2015) survey for hoteliers, the response rate is Tourist centre of the North-Central province usually lower in Anuradhapura area because should be Anuradhapura. But in the current of the lack of knowledge of the current situation, there is a hesitance to give the situation in tourism industry of Anuradhapura. priority for Anuradhapura it deserves. However, given the current nature of the Instead of that, tourists have to pay $25 for a tourism industry in Anuradhapura and the ticket to Anuradhapura. Consequence is the low response usually associated with most numbers of tourist arrivals are decreased questionnaires surveys, this response rate rapidly even in area. Even from was considered reasonably adequate. the past, tourism industry had toughly connected to the economy of our country. If

1029 5. RESULTS AND DISCUSSION hoteliers, tourist agents, tourist guides, 5.1 Suggestions for Overcome the Supply tourists and entrepreneurs who involved in Chain Challenges of the Tourism the business in the tourism industry Industry in Anuradhapura in Anuradhapura together. It seems it is more efficient than when all those people operate in the industry separately.

Unlike the current situation which tries to take all benefits from whoever enters to the city, it should have been a supply chain which supplies maximum facilities and not putting tourists into any difficulty. Entrepreneurs who involved in the tourism industry in Anuradhapura must understand after tourist leaves the city and our country the message he/she give to his/her country is important.

Figure 5.1: Gaining a Customer Satisfaction There should be proper programmes at in Tourism Industry the which give sufficient information and clear idea about the cities after find out According to the observation current where the tourists are heading. tourists according to the findings, visit Anuradhapura for the historical value, It is necessary to give a small booklet environment, yoga, meditation, and learn providing necessary information about the Buddhism. Those facilities can be provided country. In that booklet, it should share easily but there is not a proper plan for those information about the culture, monuments, facilities in the city. Authorities responsible Traffic laws and regulations, general law and for the tourism industry such as The Sri risks. Also not only providing such a booklet Lanka Tourism Development Authority is sufficient but also it should be update at (SLTDA) do not pay necessary attention to least per 2 years. Findings prove that some these matters. There should be national plan institutions use old tourist handbooks Sri for at least five years. That national plan can Lanka which were not updated from 7 to 8 be make plans separately for each city years. It should be understand that it is a including Anuradhapura. possible that a tourist who visited for the first time can again return to the country. In order to prepare five year plan, it can be included a programme which brings all

1030 Also it is too possible to print small relieves. In off-seasons government should booklets for a certain city or cities. After get lower the price of the Cultural Triangle to know where the tourists are heading these Round Tickets. specific booklets can be provided. For instance, a booklet for Anuradhapura can Also in Anuradhapura, quality of the include all the features of it. Moreover all the hotels is insufficient. Some places were not programmes should be planned to enhance repaired in post war period. Such hoteliers tourists' attitude, attraction and affection only consider the day-to-day profit. When towards the city and the country. It will be a the less benefits gained, less the quality and huge effect on the goodwill of the country. facilities he provides which is even harmful to images of other quality hotels. Tourism These actions should made by Sri industry should preplan not by considering Lanka Tourism Development Authority. All present circumstances, but by considering the entrepreneurs in the tourism industry at even the benefits for future generations. Anuradhapura pay a tax of 1% from their income to Sri Lanka Tourism Development Therefore there should be group of Authority. So it is SLTDAs' responsibility to officers to supervise the quality and give the support and take necessary actions responsibility of guidance service, selling for the sake of development of the tourism goods and etc in every hotel. There should be industry in Anuradhapura. That tax is a knowledge to acquire proper methods to income to the government, so from it promote Sri Lanka on behalf of the tourism government should make proper future plans industry in special promotion campaigns in order to the development. Instead of that which are held in the country and the previous government shared un-reliable internationally. For examples, Papal Visit - figures which show a rapid growth of Sri Lanka 2015 and all the international number of tourist arrivals. Benefits which cricket tournaments held by previous years were gain through the taxation should be in Sri Lanka could have been make the shared among everyone who involved in the involvement of promotion of the tourism tourism industry. industry in Sri Lanka.

Tourists those who visit the country, When considering the Papal Visit - Sri tourists'off seasons should be given special Lanka 2015, which draws whole worlds' benefits. In order to that government should attention towards Sri Lanka, the building make the airline companies to join to those created for Pope Francis is a building benefit packages. A mechanism should be structure of Rome. The world has seen developed to provide airline tickets for low enough building structures of Rome and prices. Normally travel agents in other there is nothing to promote. It could have countries give their travelers such price gained the enormous indirect publicity

1031 through the international media, if the Another difficulty which is faced by symbols use for the building is purely tourists often is, when after coming to the inherited by Sri Lankan tradition. hotels and restaurants at Anuradhapura they get to know that the tickets and rooms which When the period of international cricket were booked and reserved by them are not tournaments held in Sri Lanka, it can be used available. to promote our tourism industry while telecasting the cricket match. When a newly Also some tourists do not know to wear elected president is sworn in front of Dalada their dresses appropriately to suit the sacred Maligawa, it is a huge marketing promotion places because they come from different campaign to the tourism industry.When the cultures and also they are there on vacation. President's speech at the 64th Independence Also they cannot bear the temperature of the Day celebrations in Anuradhapura, it Anuradhapura, so they like to dress simply. attracted attention internationally. When But just in time when they going to enter a such events created intentionally, when the sacred place get to know that they have to international media telecast those events wear dresses to fully cover their body or the internationally, huge publicity can be gained. dresses in color white. So they face this situation as a difficulty. By providing security and maximum satisfaction to the tourists is also a good In order to do not happen such promotion. If a tourist who come to incidence, travel agents can involve into Anuradhapura get sick by eating street these matters. Because the travel agents are foods, can be harm the reputation of the city. the people attract 70% of tourists arrive to Sri It is entrepreneurs of Anuradhapura the Lanka. Current travel agents involve in the responsibility to inform the tourists where Sri Lankan tourism give a good publicity for they can get good foods. Also the Sri Lanka among other countries. These government authority should provide operations should be done by diplomatic general facilities and infrastructures. For councils. But fortunately travel agents do examples, lavatory facilities in Willpattu those operations which protect the level of National Park and Atamasthana are not in a tourist arrivals of Sri Lanka. good condition. It should be developed. When in the festival seasons like Vesak and But there are also disadvantages Poson, because of lack of such facilities, involve in travel agents in the industry. even though tourists do not use those Because of the competition with the other lavatories they can see the bad conditions countries rooms which can rent for $200 and untidiness in the city. So when they come have to rent for only $150. In Maldives the in a poyaday to Anuradhapura, some places situation is different, because that they can cannot visit due to those reasons. rent a room for $300. But in Anuradhapura, Sri

1032 Lanka for example the hotel called “Palm tourist guide, to waiter who is Garden” rents their rooms for the same prices interact with the tourists. They are found to they were rented by six years back. those jobs with lots of difficulties and then after a little training period, they operate as There are cheaters in Anuradhapura who employees. Not the people who fail from sell invaluable products for tourists as school exams, but the clever students should . There should be proper standards join to the industry as employees. Clever for such ornaments and souvenirs like SLS. A people who are skillful for various tasks while ago there was such issue in gem industry should join in order to develop the tourism in Sri Lanka. That issue was solved by giving industry in Anuradhapura. These resources permission to only licensed institutes. should collect by five year plan. Whether a tea bag or wooden ornament provide as a souvenir, there should be a 5.2 Unique Entrepreneur in the Tourism standard and a quality. In Anuradhapura lots of Industry in Anuradhapura keepsake ideas are possible. For example, one Likewise earlier mentioned, current of the resource person (a tourist) said that he tourists according to the findings visit keeps nutmegs from Sri Lanka in his living Anuradhapura for the historical value, room in America. He keeps those nutmeg environment, yoga, meditation, and learn there as a keepsake, because they smell good. Buddhism. But entrepreneurs clearly still do Whenever he has a visitor, he would proudly not understand this fact. But findings prove say those were best quality spices from Sri that there are few entrepreneurs who Lanka. understand this fact and change their supply chain to match those requirements of Likewise there should be a vision of tourists. In Anuradhapura, hotelier of Forest every entrepreneur for lots of beautiful tourists Rock Garden tourist changed his supply attractions in Sri Lanka like maroon, guard chain remarkably. Forest Rock Garden seeds which can be creatively turn into Resort in Andarawewa forest is the first of its fascinating keepsakes. Western nations will kind in Sri Lanka. get surprise about the fact that in Sri Lanka there are more than 100 types of rice. Oluhaal Their website states “The Forest Rock can be given as a good souvenir easily in Garden Resort which has been built as a Anuradhapura. In Anuradhapura, pottery replica of the ancient Kingdom of industry also a key facter which is fascinated Anuradhapura is located in Andarawewa by tourists. Also pottery souvenirs will gain which is a part of a forest reserve in Sri tourists' attraction to Anuradhapura. Lanka. This unique star class resort which has been built entirely atop concrete pillars In hotels at Anuradhapura, there are lots without harming the environment is one of a of employees categories from room boy to kind while it offers luxury and privacy in

1033 every possible way to its guests. Consisting available which I feel is really going to hurt of ultra-luxury rooms and deluxe rooms the hotels profit margins in the long run - as a guests are pampered in lavish interiors all western tourist, which this hotel must be through their stay. You can relax at the aimed at, you would usually treat yourself to Ayurvedic Spa or enjoy some meditation cocktails by the pool in the day and when you feel like it.” maybe pre-dinner drinks, but this isn't going to happen at Forest Garden Rock. The hotel One of the tourist who stayed their gave a has however recognized that westerners honest review “Stunning hotel. The complex want drinks with dinner and they do offer is vast although it only has, I believe 26 rooms. beer or wine. The hotel replicates many of the temples and palaces in nearby Anuradhapura, with most of My slight misgivings aside regarding the property situated 30feet in the air amongst this being a vegetarian resort and having the treetops, giving eye to eye views with the only limited alcohol available does not monkeys and birds. The swimming pool is detract my enthusiasm for recommending total luxury replicating the kings' pool. The the resort - it's unique, luxurious with 5 star rooms are outstanding - oversize, with a four service and attention to detail, you feel really poster bed, separate dressing area, his and hers special staying here” showers in separate shower room, a large Also for the first time in the world tourism bathroom, a kitchenette and mini dining area, industry a Meditation Center, Buddhist a sofa in the DVD and TV area, all decorated in Library, and a 'Sakman Maluwa' (walking ultra-modern designs in rooms in the air! Path) was opened at the Forest Rock Garden Hotel Anuradhapura heralding a new era in The hotel was a warren of raised the leisure sector. walkways for you to explore the forest, where you could easily pass an hour or two. 5.3 Environmental Significance of the The has 5 star service and also very Area high quality food and presentation. This hotel Andarawewa Forest Reserve serves as takes itsBuddhist roots seriously and therefore an Elephant Corridor linking Wilpattu only serves vegetarian food - a slight National Park to ThalawaMahamukalana drawback I admit, especially with no bacon at and Galgamuwa areas. (Chandrasiri, B. breakfast! But the quality of the vegetarian 2014) dishes is so high that you can forgive them for a night or two. They migrate to Andarawewa through Kukulkatuwa, Eettikulama, Ranawarawa, Alcohol is also against Buddha's Mahalidawewa, Periyanaankalli and teachings, therefore there wasn't a hotel bar Adampane during August to October, the driest time of the year.

1034 Andarawewa, Seerambaagamawewa, among the villages that never faced any Pahamuneegamawewa, Helambawewa and threats from elephants previously but are Ilandakkulamawewa are among the numerous now facing human elephant conflict due to tanks providing for the fulfillment of water these unwarranted activities. requirements of these elephants. Since all these tanks are fed by this forest reserve, it is In addition, paddy field No. 419 D1 imperative to conserve the forest. which involves 274 families, paddy field No. 419 D2 with 164 families and also, paddy In addition to Elephants, a large number field no. 411 are also affected by wild of other animals including Indian Pangolin, elephants. As a result, agricultural activities Porcupine, Spotted Deer, Sambur, Wild of the associated farmer communities will be Boar, several varieties of migratory and disrupted. Serious social issues can be endemic birds, Jungle Fowl (Walikukula,), anticipated to rise due to degradation of Ceylon Gray Hornbill (Alukaendaetta.) and livelihood and standard of living. Common Woodshrike (Tephrodornisaffinis) are also reported from this forest. The local communities will be deprived of the benefits like medicinal plants and food Ebony (Kaluwara), Kalumediriya, crops offered by the forest previously. Extra Palu, Weera, Teak (Thekka), Kunumella, expenses will be inflicted on them leading to Weewarana, Keeriyaand Bolpana are some dire social consequences. Furthermore, in of the plant species recorded. addition to elephants, animals like porcupine and wild boar tend to enter villages and farm The communities residing in close lands due to loss of habitat causing proximity to the forest obtain all medicinal significant damage to the lives of villagers. plants, tubers and other material needed for agricultural purposes from the forest. 5.5 The Legal Background For any developmental activity carried 5.4 Harmful Effects of the Project out in an area extending one hectare (2.5 Clearance of the forest leads to drying acres), prior written Environmental out of the tanks during the dry season. This Recommend ation should be obtained deprives Elephants and other wildlife of their subject to the EIA process as per Gazette sources of food and water. As a result, Notification bearing no. 722/22 of June 24th, Elephants are impelled to enter nearby 1993 published under the provisions of villages, an issue which has already National Environment Act no. 47 of 1980 manifested itself. Villages such as and its amendments. Andarawewa Puranagama, Maaduruwa agama and also Mahaweli villages like Naw This forest had been conserved as a a Hanguranketha, Nawa Haarispattuwa are protected area with The Mahaweli Authority

1035 extending monetary provisions for legal industry at Anuradhapura need to become more actions and local communities contributing sufficient supply chain oriented and overcome in various ways. Granting these unwarranted supply chain challenges by their strategies, developmental activities sets a bad example decisions, and actions in order to attract more for many potential offenders to follow while tourists to their city. More over the hoteliers violating the rights of the local communities cannot achieve that goal alone unless the direct to access and benefit from the forest. positive involvement of the current government whenever necessary. Although, the heart of a city is not the domain of a tourist hotel, tourists are able to REFERENCES find some very good hotels in the area. These Sri lanka Tourism Development Authority, hotels act as a gateway for foreign tourists (SLTDA) (2013) Annual Report and therefore, these are the most luxurious Chandrasiri, B. (2014) Adhittana - hotels of all. From spas and swimming pools Determination, to pray, to wish to expensive and showy restaurants, they Spowers, R. (2007) A Year in Green Tea and provide every luxury that a hotel can offer. Tuk-Tuks, My unlikely adventure These hotels also do the job of creating and organic farm in Sri Lanka. recommending tourist destinations and UNESCO Concerning the arranging all the tickets for travel. Other Protection of the world Cultural and times, hotels are made the hotspot for various Natural Heritage, (1972) The World kinds of organized events. Many of them are Heritage Convention, Paris intended for the entertainment of tourists and The Tourism Act No 38 of 2005 provide a platform for local talents. All the Central Environmental Authority Act No. 47 while, the tourists are familiarized with the of 1980 local culture and cuisine. National Environmental (Amendment) Act No. 56 of 1988 6. CONCLUSION Anuradhapura Jaya Sri mahabodhi According to the results of observation and Development Fund (Incorporation) Act survey, it is obvious that the current supply 2006 chain of the tourism industry of Anurdhapura is Chandrasiri, B. (2013) Forest rock garden inadequate. From the results of this study, it can official website, Retrieved March, 02, be concluded that there is a strong relationship 2015 from http://www.forest-rock- between the efficient supply chain of the garden-resort-anuradhapura-sri- tourism industry and satisfied tourists in lanka.en.ww.lk/ Anuradhapura. This research suggests all the Wikipedia, the free encyclopedia (2015) parties except the tourists in the tourism Anuradhapura,http://en.wikipedia.org/ wiki/Anuradhapura

1036 Proceeding of International Conference on Contemporary Management - 2015 (ICCM-2015), pp 1037-1051

DOES COMPETITIVENESS DIAMOND ACTS AS A TOOL FOR COMPETITIVE ADVANTAGE? A QUALITATIVE ANALYSIS ON SRI LANKAN TOURISM CLUSTER

Fernando, I. N.

ABSTRACT

Sri Lanka is renowned tourism destination inherited with vast natural resources endowment and rich cultural heritage. Comparative and Competitive advantage of the tourism will shape up the competitiveness of the sector, as two pillars are playing a vital role in destination competitiveness. Present competitiveness within the international tourism market in weaker position as the share determined by the integration with other competencies, not on natural resource endowment only and the immense competition results competitive advantage focused in man-made endowment, not as a natural phenomenon. Deeper investigation of the Sri Lankan tourism cluster and comparative and competitive advantage is vital, as it will shape of the competitiveness within the international tourism market of the destination. Hence main research question has been developed as to investigate the competitive strategies that could be implemented to enhance competitive advantage elements in Sri Lankan tourism cluster as to uplift the sector towards the growth perspectives and the objectives have been developed. Both Primary and secondary data collected and survey method has been adopted. Structured questionnaire and focus group interviews have been conducted among 65supply-side tourism stakeholders. Porters Diamond model has been adopted as qualitative analysis performed to describe the elements of the competitiveness Diamond. Strategy on preparing the economy for tourism growth ,strategy focuses on competitive advantage from the regions and follows up specialization strategies implementation and strategy for promote innovations within tourism firms have been recommended.

Key words: competitive advantage, competitive strategies, Porters Diamond model, Tourism,

Faculty of Management, UvaWellassa University, Badulla, Sri Lanka [email protected] 1037 1. INTRODUCTION 2. RESEARCH QUESTION Sri Lanka is a famous tourism Sri Lanka is an island inherited with vast destination from long mostly because of resources endowment and rich cultural island's exotic beaches and very rich natural heritage, even thoughthe competitiveness resource endowment in terms of climate, within the international tourism market in geography, location and cultural heritage. Its weaker position. Manydeveloping country diversified geography and tropical climate tourismdestinations characterized by an are advantage in tourism and agriculture abundance of natural resources and cost most. Such diversity in geography results a advantages, but poorwealth, prosperityand tropical climate year round that enables a value addition to the economies. variety of leisure and agriculture activities and golden sandy beaches with sunshine Hence the main research question has during year round. Proximity from been developed as; What competitive neighboring India enabled the country to get strategies could be implemented to enhance political and socio-cultural forces from competitive advantage elements in Sri ancient times from Indian 'Aaryan” Lankan tourism cluster as to uplift the sector civilization and Buddhism. Location of the towards the growth perspectives? island in Indian Ocean near to the equator provided advantages as being a trading point The main research question has further dived from ancient times and had linkages with to sub-questions, as it covered the research Arabic, westerners, East Asia and Silk Road. objectives. Sri Lanka is one of the prominent countries  What is the present position of that Buddhism has protected up to date and competitive advantage elements within most cultural and heritage resources linked Sri Lankan Tourism? with Buddhist culture. Shareof the tourism  What are the strengths and challenges in market determined by the integration with competitive advantage within Sri other competencies, not on natural resource Lankan Tourism? endowment only, as ultimately create the  What are thecompetitive strategies that competitive advantage to the economy. could be implementedto contribute Immense competitions results to become national economy? competitive advantage not as a natural phenomenon, but a man-made endowment, 3. RESEARCH OBJECTIVE focus on innovation. Destination is in a The primary research objective has been paradigm to cater beyond traditional developed as; Investigate the competitive boundaries, by tapping into new market strategies that could be implemented to segments both domestic and global, as to enhance competitive advantage elements in become a competitive tourism destination Sri Lankan tourism cluster as to uplift the among regional. sector towards the growth perspectives

1038 Secondary objectives competitiveness Diamond. Diamond model  Explore the present position of by Porter (1990) , is supposed to represent elements of the competitive advantage how an economy , firm or a cluster can create within Sri Lankan Tourism a competitive advantage on an economy,  Investigate the strengths and challenges and herein traced in to four major corners of in competitive advantage elements Diamond as ; within Sri Lankan Tourism?  Recommend competitive strategies that a) Firm strategy, nature of structure and could be implement to contribute rivalry : includes attitudes towards the national economy competitions, level of local competiti- veness, market institutions also other 4. RESEARCH METHODOLOGY cultural and historical factors affecting Primary data and secondary data both on firms on business linkages and has been collected and survey method has relationships, employment and been adopted. Structured questionnaire and government focus group interviews have been b) Factor conditions as natural resources conductedamong65supply-side tourism endowments and labour stakeholders. Porters Diamond model has c) Demand conditions; nature and extent been adopted as qualitative analysis methods of local demand has been adopted to describe the elements of d) Presence of related and supporting the competitiveness Diamond. industries; stimulate cooperation and successful competitors that lead rivalry Competitiveness Diamond is the eventually encourage firms on to be articulated actions of 4 determinants shaping innovative the competitive advantage as; factor conditions: allocation of country's factor of The government and chance illustrate production such as infrastructure, firm as separate factors but it also giving mixed strategy, structure and rivalry: conditions signals within the economy, as their that regulate the creation, organization and activities imposing effects on competi- management firms and the domestic level tiveness, specially the actions made by the rivalry, demand conditions: domestic government. The cluster diamond has demand or sophisticated demanding illustrated in figure 4.1. customers and related and supporting industries: supporting and related industry 5. LITERATURE REVIEW presence. Other than these attributes, Porter Comparative and Competitive Adva- (1990) introduced the actions on ntage are playing a vital role in international government and chance / or situations tourism destination competitiveness, as beyond the control to complete the picture of competitive advantage herein referred as a

1039 result from value-added activities by firms, resources or large resource endowed, (Bobirca et al., 2006). Mainly for tourism sometimes may not be competitive as destination comparative advantage related another destination that lacking with with inherited resource endowments such as resources. It mentioned the destination with scenic beauty, flora and fauna, climate, as fewer resources may be more competitive, as competitive advantage is the destinations' it much more effectively utilizing their ability on using the competitive advantage resources. Herein this is more common in over the long-term. That could mention as many developing countries, as destinations the quality of the management, HR skills, full of tourism natural scenic beauty, natural quality and training, innovation capacity of resources, but competitiveness is not in the firms, autonomy for employees and much higher position compared with rivals. policies of government imposed. As it's the competitive advantage playing the role of “strategic way forward factor”. Comparative advantage represents the destinations factor endowment as they Nordin (2003) pointed out that the naturally occurring as created resources also success of a firms is not only depend on its included and closer with primary tourism strategy and positioning of the tourist centre, supply as forms of natural, cultural and but on its embedding in the environment of social attractions, (Bobirca et al., 2006). an economy, as argued by Porter on his Further it elaborated as broad categories of competitiveness Diamond. Scholar further resource endowments as HR, physical argued that the location of firm is essential as resources, knowledge resources, capital local milieu could to a vast extent affect resources, infrastructure, historical and firm's ability on competing, on it affect its cultural resources in a particular tourism own possibility to innovate and acquire destination. More importantly scholars strategic knowledge and information, hence (Crouch and Richie, 1999, Bobirca et al., in a macro-environment of constant 2006) pointed out the importance of a learning. It provided the importance of country's natural resources as an important geographic closeness on its enabling the source on the tourism comparative social interactions among parties within, as advantage.Competitive advantagere close bonds develop including trust and presents as Bobirca et al., (2006) mentioned confidence. Fernando and Long (2012) , and that competitive factors referring with Fernando (2015) argued the competitiveness secondary tourism supply, as it relate with issue of the sector as by getting Sri Lankan destination's ability to use resource tourism cluster with the competiveness endowments effectively. Further scholars models with empirical findings. It has been argued with an important issue that specially argued the Innovation focus is lack within observed in developing countries, as such the Sri Lankan cluster as by many tourism destinations endowed with wealth of developing country economies having the

1040 similar focus. Scholars argued by enhancing Juan, 2010).Ferreira et al., (2009) argued the innovation focus as well as through that the national or regional competitiveness service innovations guided through best is built on the success of firm, as firms are practices of other regional competitors will competing in international market, as be benefited to enhance the competitiveness according with Porter, the main indicator on and value creation to the economy. competitiveness is productivity.

Yuzbasioglu et al., (2011) pointed out Enright and Newton (2005) pointed out the Porter's view on tourism cluster on the competitiveness in two strands as, a) agglomeration as by, tourism does not comparative advantage focus and b) country depend only on its main attractions in a perspective. Competitiveness from destination , sandy beach or culture heritage comparative advantage focus price as the only, but also other supportive industries and main driver of competitiveness and it sectors like, comfortability of hotels, , depends the performance of the global trade. restaurants, gift shops, and other Although the second strand refers local transportation and other related competitiveness is a multidimensional services also. concept as technology, capital, labour, management and firm, government policies Lin and Juan (2010) have taken Porter's and herein the national competitive Diamond model on their study on location advantage depends on firm-specific advantage for tourism site, as herein resources/ variables, organizational determine it. Porter's diamond model is structure, competitive environment and conceptually determining the success of an strategy focused. Factor endowments industry/ cluster or a destination, although associate with production factors required to the attributes in the model function compete in industry as land, labour, independently each other, they are infrastructure, as these strongly impact by interconnected as an advantage associated the rivalry among domestic firms. Lin and with one attribute could produce or improve Juan (2010) argued that local competition the advantage in another attribute. core the force that promoting the Individually and moreover as a system, the development of factors as human resources elements of the competitive advantage that skills development, technological create the context on the national industries advancement, market-specific knowledge or firms are created and rival among them. and the infrastructure and on the way Porter's Diamond competitive advantage attempting to develop and specialized on model includes four determinants and two these markets, gaining sustainable outside forces, that with national competitive advantage. competitiveness depends on the interaction formation as well as the quality, (Lin and

1041 6. ANALYSIS interaction among them, is the main The cluster itself a collective effort explanation as why firms located in a from various tourism clusters parties, particular region remain competitively and achieving towards a goal of tourism innovative. Porter's Diamond model is competitiveness within a particular cluster, depicted as below figure 6.1 as Sri Lankan region or a destination itself. Porter (1990) tourism cluster competitive advantage presented four key drivers that determine the investigated through each of the elements in firm or cluster competiveness, as in the the model. diamond model, as these attributes and

Figure 6.1: Porter's Diamond model Source: Nordin (2003), originally adopted from Porter (1990)

1042 The strengths and Challenges towards the competitive advantage. After the the Sri Lankan tourism cluster has been analyzing, the discussion led towards the analyzed through Competitiveness Diamond each element within the cluster elements as it is the foremost qualitative competitiveness towards international target measure to investigate the present position of marketing.

1043 7. DISCUSSION created or man-made, as created from Sri Lanka is a tourism destination gaining skills form such education activity or inheriting vast natural resources endowments system, technological breakthrough or from as such for tourism attractions. The diamond such specialized infrastructure development model that interpreting country's competitive of particular destination. Nordin (2003) advantage on tourism, is a vital analysis as it argued that specialized factors do foster act as a potential driver on strategic direction destination's competitive advantage, as due that destination could way forward. to the fact that uniqueness and hard to Comparative advantage represents basically replicate by rivals made them more the resource endowments of country, as specialized. However scholars (Dwyer et al., natural and created resources are Kim and Dwyer 2003) argued that natural comparably not weak, but the other factors attractions play a significant role while are not sufficient. More innovative practices making destination more competitive with could amalgamate, and best practices from rivals.Nordin (2003) mentioned that factor other rival tourism destinations couldadopt. endowments and specialization is According to the Diamond model of continuously focused on achieve competitiveness, following qualitative competitiveness target and herein mentioned analysis on Sri Lankan tourism competitive five areas of importance as; acquire skills advantage elements and strengths and and training of tourism HR skills challenges for future growth has been development, institutional coverage for performed. innovation oriented researches, continual endowment and improvements on the 7.1 Factor Conditions factors of production, knowledge transfer Classic economic theory suggests that institutions implementation and general the national competitive advantage or conditions on tourism should be innovation- competitiveness within region is virtually friendly. Accordingly investments made on explained from its plentiful endowment of flower related research, novel technologies factors of production as land, labour, capital and innovations as on extension on cut- and resources. As in tourism industry, flower life, new flower varieties and crop without factor conditions such as natural technological enhancements as well as attractions and cultural resources, it cannot infrastructure on distribution leads the exists. But most importantly resource competitiveness of cut-flower technique, not endowment either its natural, created the resource endowments and present resources, not only could make position of factors do. As in particularly competitiveness of particular industry, but tourism industry, the basic factors denotes as the specialized factors of each economy or natural, cultural and heritage resource destination itself. The specialized factors endowments, but in the way of achieving most often not inherited, but increasingly competitiveness, lies rather with the quality

1044 on specialized factors. Hence skilled HR, travel agents etc., higher knowledge in vast network on infrastructure that made English language , conversant skills in easy access on natural and cultural English and other main languages as French, resources, capital market conducive with germen, Japanese, Spanish , Arabic etc. long-term tourism investments as FDI, among most of the personnel engaged in the residents' value and involvement is vital. sector, not sufficient the institutes providing Sri Lanka has a natural advantage on its special training on hospitality and tourism natural resource endowment, as full of sector, low tendency towards researches natural attractions and scenic beauty, and among sector, and tendency towards new infrastructure development also well promotions towards new niche markets is managed. Higher education system and low, cultural attitudes of the people among literacy rate of workforce is high, tourism sector is mixed and sometimes universities and course modules that conflicts may cured between moral values, particularly aim to the hospitality and attitude sand tourism. tourism sector education and training of fields. Capital markets and FDI: government 7.2 Demand Conditions regulations on that have to more flexible on Globalization not tends to decrease barriers imposed earlier and nature of labour local demand, as on the contrary the market: seasonality focus brings workers a correlation is existed between competitive perception on low job security, and job firms and high demand from domestic retention is low in many sectors. Tourism market. Proximity in firms and end-user, sector of Sri Lanka is in a condition that, provide chance in continuous innovations as there are too many unskilled, low paid closeness also increase the responsiveness employees and few high skilled high paid and communication channels made shorter. employees exists , but the fewer amount of Herein domestic demand is a vital on cluster employees could see among these two perspective; it will enhance innovative extremes (Economic Review, 2011). This focus, and short the communication channel. highlights the importance of policy Nordin (2003) argued that it should more formulation on training, skills development emphasize on structure and size of market, a n d e d u c a t i o n o n t o u r i s m a n d tastes and desires of tourists on visitation hospitality.Geographical differences, process, and position the destination with fat topography, excellent scenic beauty, growing market by strengthen the tourism diversity on tourism produce, excellent culture. The residents of a particular developments on general infrastructure as destination are playing a vital role, on highways, new airports, local transportation, making and maintaining domestic demand promotions on MICE sector, considerably conditions. Strong demand conditions low-cost labour, experienced and multi- resulted from the sophisticated buyers and cultural knowledgeable HR as tour guides, from industrial demand on tourism.

1045 Sri Lanka natural flair, inventiveness as innovations on tourism produce. Herein well as creativity will drive the destination's strategies on competitive standing are a key ability on spotting new trends on hospitality, element, as on tourism destination or cluster and SME sector more quickly acquiring focused strategic planned. Nordin (2003) novel designs, innovative features and mentioned the competition and rivalry processes for their tourism outputs. Niche within the industry could found in both sectors as tea tourism could act as a breeding domestic level and international level. As ground on innovations as well as practices, such local firms compete for employees for herein domestic demand is emerging.Low good services, or it is a prestige and overall purchasing power of domestic demand, share from market. Further if there is a high perceptions among domestic tourists is degree of rivalry, the incentives to improved mixed, tendency towards leisure activities is standards and herein introduction of new rising, increasing demand on nature-based , products is observable. In international eco-friendly tourists resorts, sea-side level, destinations compete with each other tourism resorts gain more popularity among as using different positioning and domestic markets as for special functions promotional campaigns as to attract tourists like wedding photography, get together or in to own destinations. This context the meetings for business people etc., marketing of own tourism produce to global sophistication on domestic demand, market is vital, as competitive advantage increasing popularity among international nonetheless could influence on international market as tourist destination cater for sea and rivalry. Although the organization structure sand, international markets demand towards as in the forms of encourage cooperation, eco-friendly , activity-oriented and nature autonomy in innovations, PPP structure, based tourists activities, popularity among strategic alliances , branding and destination international market for sports activities as image building also vital to bring for cricket tournament etc., increasing competitiveness an achievable target. popularity as for coral reef diving and whale Nordin (2003) mentioned that in future firm watching, and surfing. perspectives, the presence and use of internet on booking and information on destinations 7.3 Firm Structure, Strategy and Rivalry made a vital improvement and regional Attitude towards competition, let tourism offers should be matched with market institutions clear cutting the degree national level marketing framework. Intense of local rivalry. Here the intense of local rivalry on domestic firms has traditionally competition, moves firms more on been the recipe for success; hence many innovation as innovative produce, firms compete locally and globally, in the experience produced, innovations on same niche, often in same region. Hence production process continuously, simply imitation also practiced specially on sea side local rivalry resulted for continuous resorts that will not create positive benefits

1046 as from differentiation. Imitation and price particular cluster. The suppliers involved in competition both are presently applying as a tourism cluster briefed as health care, safety means for local rivalry, hence it should of destination , shopping activities, local promote differentiation and innovation transportations, construction industry, travel focus. Well defined strategic plan focusing to agents, tour organizers and booking agents, a commonly shared vision and committed services, financial services, from management for achieving common banks, money exchange, cleaners and goals. Low degree of competition outside laundries, food and beverages, fashion major tourists cities, developing sector of industry, cultural heritage entertainments, PPP's, firms focus on extreme strategies such sports activities, roads; convenient , as either on low-end tourists or higher-end highways, traffic-free and sea . The tourists, improving schemes of promotion related and supportive industries represent and destination image making, cooperation the actors of close collaboration, good among management levels in same sector communication, mutual pressures on such as hoteliers and different parties in industry firms and learning. Although the industrial wholesalers is weak, imitation is related and supporting industry provides more highlighted among sea tourists resorts, custom-made high quality inputs to cluster more focus towards price completion as star- participants and other services, components class hotels target higher-end tourists by on fair price and let do promote by efficient increasing hotel rates, domestic sector network with cluster partners. participation on accommodation as by promoting home-stay units for tourists. There is a great opportunities resulting from organized clusters, as it also acts as a 1.4 Related and Supporting Industries move that providing necessary protection Achieve competitiveness is moreover from low-cost global rivals , geographic challengeable task, despite the fact that concentrations of firms with similar absence of innovative supply sector industrial focus, deemed to spark creative industries, as such better accommodation ferment. Porter also argued 'grouping providers, hotel and restaurant food together in same location supported to help suppliers and cuisine, HR development and small firms to remain in competitive, as such skill development institutions, tourism it create a local pool of skilled HR and capital planning designing projects and resources. Industry of tourism is its boom architectural activities.Porter (1990) pointed period; the involvement of SME sector is out the manifestation of the interactions vulnerable to economic development, among all four facets of Diamond is leading although other related industries as for firm productivity, as in cluster level all agriculture, fisheries could link with sector. four aspects should interact with them while Presently the authorities have promoted the achieving path of competitive advantage for concept of 'home-stay units' as a strategy to

1047 participate SME's to tourism. It's more side resorts, because the fear of another popular among lower-end tourists and tsunami situation particular dates. Industry domestic tourists. Home-stay units is of tourism is very sensitive to environmental promoting local community to invest on effects as it affect and reacts fast also for tourism, by invest on new buildings as these forces, to these outside shocks from accommodation units or rent part of their outer economy. Dugar(2007) pointed out by homes to tourists, hopefully the fair rates and taking an example from India that a community-based treatments will put Bollywood movie song resulted for sudden forwarding the objectives by helping increase of tourists to destination and residents economy. Emerging position of another example on World cup cricket institutions catered tourism and hospitality tournament that lost huge amount of sector, good distribution and promotion potential tourists on West-Indies. Herein its networks, tendency towards reducing very unpredictable situation created on leakages especially on nature-based tourism sudden Period, specially on travelling plans, i.e. direct purchases from suppliers as from stay near sea or climatic changes occurred vegetable farmers, fruits growers, meat and during the time as floods, rains in different fish market, low degree of coordination colours.Hence as two other factors on among sector-wise tourism resorts, competitiveness Diamond and their clustering is practicing as an emerging interactions on deciding the competitive concept, support of good information and advantage, the effects on government and communication technology. chance is highly applicable.

7.5 Chance 7.6 Government Development that exists outside the As tourism not an industry that solely control of the destination or region itself is under the commercial organizations, herein 'chance'. It may include exchange rate the role of government is vital. Government speculations, national level corruptions in interest on sector, build and manage the political, cultural and financial sectors, development on fairly large degree within an sudden inflations or currency problems, economy. Actions made on government disasters as tsunami, terrorism, civil wars affects development of tourism, cluster and destructions, political insecurity, promotions or else it can harm or improve military rules, sudden shocks like 2012 Dec the competitiveness. Although the 21 myth of worlds end etc. In generally to the influences is vast likewise improve the Sri Lanka, many tourists change their competitiveness as such , education skills schedules already made on nearby dates of development, research priority and policies, that 'mythical apocalypse' on mid-December exchange rates determinations, regulations, 2012, making losses for the sector in short income policy and laws on rivalry, tourism term period. And it mostly effected to sea investment promotion structures particularly

1048 on cluster-wise, controls on safety measures hospitality, infrastructure development etc., as environment pollution, air, water , soil, as the main focus towards on providing regulations and laws on labour market 'Memorable tourism experience' than rivals. conditions, impose barriers and limits on Ultimately this increases the competition HR. level of the destination by increasing the quality of life of its residents. 8. SUGGESTIONS AND RECOMMENDATIONS The competitive strategies that focused Tourism goods, services and on innovation approaches to the Sri Lankan experiences could concern as a result of the tourism clusters could be summoned as ability of a tourism destination that connect follows in tablecnumber 8.2. demand-side value creation on tourist satisfaction and delightedness ,marginal utility on given tourism destination, with supply-side resources and activities as natural and created attractions, services,

1049 REFERENCES Journal of Business Research, Vol 44, AnuragDugar,(2007).” Challenges and Issue 3, pp 137-152 strategies-Enhancing competitiveness of Crouch G.I.,(2007).” Modeling Destination Indian tourism industry”, Conference on Competitiveness”: A survey and Analysis Global Competition and Competitiveness of the impact of competitiveness of India corporate, pp 421-432 attributes, CRC Pty Armenski T., D. O. Gomezelj , B. Djurdjev, L. Ltd, Australia, ISBN 9781920965389 Deri and D. Aleksandra, (2011).” Cunha S.K and J. C. Cunha,(2005).” Tourism Destination Competitiveness: A Cluster Competitiveness and challenging Process for Serbia”, Journal Sustainability: Proposal for a Systematic of studies and Research in Human Model to Measure the Impact of , Vol. 5.1, pp 19-33 on Local Development”, Brazilian Balan D, Balaure V. and Veghes C,(2009)”. Administrative Review, Vol 2, no 2, Travel and tourism competitiveness of the article 4, pp 47-62 world's top tourism destinations: An Dwyer L. and C. Kim, (2003).” Destination exploratory Assessment, Annales Competitiveness: A model and Universitatis Apulensis series Determinants”, Current Issues in Tourism Oeconomica, Vol.11, no 2 , 2003 Bobirca A. (2007).”Assessing the International Dwyer L., L.K. Cvelbar, D. Edwards, T. Competitiveness of Tourism Services Mihalic,(2011).”Fashioning a destination Trade”, Romanian Economic Journal, tourism future: the case of Slovenia”, year X, no 23,pp 29-43 Tourism Management Journal, Vol.33, pp Bodil B., (2009).” Innovation and 305-316 Entrepreneurship in tourism: The case of a Dwyer L., P. Forsyth and P. Rao,(2001).” PPP's Danish Caravan site”, Pasos, Revista de and the price competitiveness of Turisme y patrimonio cultural, Vol. 7, no International Tourism destinations”, 3, pp 415-431 Proceedings from OECD seminar, 2001 Cracolici M.F. and P. Nijkamp, Fernando, I N (2015).“What Competitive (2009).”Attractiveness and Effectiveness Strategies Way Forward the Regional of Competing Tourist Areas: A Study on Competitiveness? A Comparative Italian Provinces”, Tourism Manag- Economic Approach to Sri Lankan ement, Vol. 30, issue 3, pp 336-344 Tourism”, International Journal of Crouch G.I. and Ritchie J.R.,(1995).” Business and Management, Vol10, No.4, Destination competitiveness and the role pp 166-177 of the tourism enterprise”, Working paper, Fernando, I N & Long W. (2012).“ New WP 95-19 conceptual model on cluster Crouch G.I. and Ritchie J.R.,(1999).”Tourism, competitiveness: A new paradigm for Competitiveness and Societal Prosperity”, Tourism?”, International Journal of

1050 Business and Management, Vol 7, No.9 Competitiveness”, report for Monitor Gomezlj D. and T. Mihalic,(2008).”Destination group, council on Competitiveness, USA Competitiveness-applying different Porter M.E., (2001).” Regions and the New models, The case of Slovenia”, Tourism Economies of Competition”, Global city- Management, Vol. 29, no 2, pp 294-307 regions, pp 139-157 Inman C., Segura G., Moreno J. and Prado Porter M.E.,(2000), “Location, competition A.,(2002).”Tourism in El Salvador The and Economic development: Local competitiveness Challenge”, Working Clusters In A Global Economy”, paper, CEN 621, 2002 Economic Development Quarterly, Vol. J. Alavi and M.M. Yasin, (2000), “A systematic 14, no 1 , pp 15-34 Approach to tourism policy”, Journal of Ramanujam,(2005).” Strategic direction for the Business Research, 48, pp 147-156 Tourism Industry in Sri Lanka”, Sri Lanka Kim C. and Dwyer L.,(2003).”Destination Development forum 2005, Background Competitiveness and Bilateral Tourism papers, pp 95-105 flows between Australia and Korea”, The Ritchie J.R.B., G.I. Crouch, (2010).”A model of Journal of Tourism Studies, Vol. 14, no 2 destination competituiveness/ pp 55-67 sustanaibility: Brazilian Perspectives”, Klaus Weiermair, (2004).” Product Revista de AdministracaoPublica, RAP, improvement or innovation: what is the Rio De Janeiro, Vol. 44, no 5, pp 1049- key to success in Tourism?”, OECD 1066 discussion paper, 2004 Xavier Decelle, (2003).” A Conceptual and Martin R. L. and M.E. Porter, (2000).” Dynamic Approach to Innovation in Canadian Competitiveness: Nine years Tourism”, Reports To The National after the cross roads” , CSLS Conference Tourism Board On: Tourism And on Canada, session 7, January 2000 Innovation: Assessment and outlook”, Nordin S. (2003). “Tourism Clustering and 2002-2003 Innovation- path to Economic Growth Yasin, J. Alavi, E. Sobral and J. Lisboa, (2003).” and Development”, European Tourism Realities, threats and opportunities facing research Institute, U 2003, 14 the Portuguese tourism industry”, Omerzel D. G,(2006).”Competitiveness of International Journal of contemporary Solvenia as a Tourist Destination”, Hospitality Management, Vol. 15, no 4, pp Managing Global Transitions, Vol. 4, no 221-225 2, pp 167-189 Yuksel A.,Yuksel F.,(2000).”The quest for Porter M.E., (1990).”The Competitive quality and Competitiveness: A case of Advantage of Nations”, The Free Press, Turkish Tourism”, Sheffield Hallam 1990 University Porter M.E., (2001).” Clusters of Innovation: Regional foundations of US

1051 Proceeding of International Conference on Contemporary Management - 2015 (ICCM-2015), pp 1052-1066

DEMAND FOR SUSTAINABLE TOURISM DEVELOPMENT: A STUDY WITH REFERENCE TO SRI LANKA

Nisthar, S. Vijayakumar, S. & Nufile, A.A.M.

ABSTRACT Sustainable tourism seeks to minimize ecological and socio-cultural impacts while providing economic benefits to the host communities. Therefore, this study identified the demand for and perceptions of sustainable tourism eco certification amongst those working within the industry of tourism. And also this study identified the factors which are instrumental in achieving long term sustainability in tourism industry. Strategies and polices implemented in Sri Lanka to ensure and certify sustainable tourism could be identified by this study. Further, it found the achievement of sustainable tourism. There is a positive relationship between the certification of sustainable tourism and economic growth and development. So there is a greater demand for sustainable tourism all over the tourist destinations in the world. This study explained the previous research ranging from sustainable tourism development in the tourist destinations, strategies and policies to issues and challenges in tourism development. This study embodied content and descriptive analysis method. Finally it found that many people thought that sustainable tourism could have balanced development of tourism with the preservation of nature along with the certification of ensuring ecological, economical, planning and social indicators, thereby it caused a greater demand for sustainable tourism not only in Sri Lanka but all over the tourist destinations within the world context.

Keywords: Certification, Sustainability, Tourism, Destination, Sustainable Tourism 1. INTRODUCTION tourism industry is vibrant with natural Sri Lanka is a nation with the area of beauty and resources. 65,000km2 and with more than 100km coastal belt based beautiful beaches in the Unplanned development associated Indian Ocean. She also has greener tea with tourism has led to over exploitation and plantation and other nourishment in hill- misuse of the resources. It has affected the country with attractive landscapes, heritage maintaining of the ecological balance of the sites, rain forest, etc. Thus, Sri Lanka's trio-fundamental requirements of the sustainable development. 64% of the tourists

Student scholar, Degree of Master of Philosophy, University of Jaffna, [email protected] Senior Lecturer in Economics, University of Jaffna, [email protected] Senior Lecturer in Economics, South Eastern University of Sri [email protected] 1052 stated that degradation of the coastal Sewerage disposal is a major problem environmental resources is a major issue in now because the sewerage collection scheme the area. Because of the rapid growth of the along the A2 road which serves the main built up area the vegetation cover in the coast tourism area was severely damaged by the has deteriorated at an alarming rate (Medha tsunami. Although most of the hotels have Rasanjalee Gunawardana and H.L.G. some sort of septic system, untreated or Sanjeewani, 2009). minimally treated water is directly discharged to the beach or the dune estuary, Not only that, now only seven percent of polluting the sea, and the beach. the coral reef remains alive in Hikkaduwa. Maintenance of the ecological balance in This is caused by a number of factors such as Hikkaduwa is in jeopardy. the use of glass bottom boats to view the corals. The over-loaded boats, swimmers, In Hikkaduwa there are severe issues snorkelers and surfers damage the top of the which disrupt the maintaining of ecological corals in various ways. Increasing pressure balance, and reduce the tourist satisfaction without paying attention to the proper because without maintaining the quality of management of resources will only the environment and quality of the built aggravate the existing problems and the fabric tourists fail to be attracted to the area. result will be further degradation of natural The decline of tourist arrivals reduces the environmental resources. down flow of benefits to the society. On the Another serious problem that limits and other hand short-term remedies which have retards the sustainable development of served to facilitate the increasing tourist seaside resorts is that of pollution. According arrivals have created ad-hoc development to the respondents 83% of them stated that and irreversible damage to the environment pollution of the beach is severe in and to the culture. Tourist arrivals are Hikkaduwa. There are tourism related continually declining threatening the business establishments set up, but there is sustainability. Figure 5 shows the decline in no proper management system for the solid tourist arrivals using foreign guest nights of waste and sewerage disposal. To dispose of two star class hotels and informal guest the solid waste they use the beach or sites houses. So, three of the trio-fundamental adjacent to the sewerage plant or the requirements of sustainable development mangrove land. It is unfortunate that the have failed to achieve sustainable tourism garbage collection system of the local development in Hikkaduwa (Medha authority is not efficient enough to keep the Rasanjalee Gunawardana and H.L.G. beach free from garbage. The appearance of Sanjeewani, 2009). the beach and the resort has no attraction as a peaceful resting place. Tourism development is usually one of the most important factors of socioeconomic

1053 and environmental change. Even though inclusive of the hospitality industry in a such changes could lead to negative sustainable manner. environmental impacts such as biodiversity ii. To license and accredit tourist loss, they do not necessarily have to be enterprises in order to develop, enforce undesirable ones since they can help and maintain locally and internationally maintain the vitality of societies. In some accepted standards in relation to the coastal areas, tourism can be the most tourism industry and other related important activity, generating economic industries benefits and therefore contributing to iii. To encourage persons or bodies of poverty. persons in the private sector to participate in the promotion of the Local coastal economies benefit tourism industry and the promotional significantly from tourism through relatively and training activities connected with higher incomes, higher employment rates such industry. and investments, infrastructure development, etc. This is particularly relevant for emerging The demand for an eco and family coastal destinations that are continuously friendly each resort concept in Sri Lanka and securing positive results, underscoring the for keeping to green building guidelines on links to economic progress. energy and environment is a pressing demand for sustainable tourism. Therefore, Despite the efforts, coastal tourism in to prevent tourism development initiatives emerging destinations is still seasonal in depleting natural resources such as water, character. The impacts of tourism on coastal energy and other raw materials, during the communities may threaten the physical, last few years, eco-friendly initiatives have socio-economic, and cultural environments. been promoted with the participation of the Tourism may become even more damaging private sector. As a result there is a as tourists prefer to visit natural and cultural significant growth of ISO 14001 certified areas that are exceptionally fragile (Kanji, hotels in Sri Lanka. In the year 2008 the 2006). growth of ISO 14001 certified hotels which Some of the objectives of the SLTDA adopted the environmental friendly have a strong bearing on accomplishing technologies were 87% (Source-­ISO 2008.) green economy objectives. Among the several key objectives, the following This strategy had enabled the hotel underline the demand for sustainable industry to adopt more sustainable measures tourism in Sri Lanka: to be incorporated into the industry. They include, among others, resorting to i. To develop and promote adequate, alternatives and renewable sources such as attractive and efficient tourist services, recycling of waste water, low consumption

1054 and use of utensils and equipment, use of Meanwhile, , the fastest growing Solar and Wind Energy and the use of energy segment in the tourism sector, has been saving equipment. The SLTDA encourages promoted as a means to divert tourists from the water conservation policy during the the sun and beach holiday attractions to other planning of new hotels such as treatment of natural/cultural attractions. A National wastewater and reuse for gardening and Ecotourism Policy Plan is being formulated toilets. Most of the tourist hotels which to promote Sri Lanka as a unique ecotourism maintain the ISO 14001 certificate of destination. In addition, the Institute of environmental management do minimize the Policy Studies (IPS), a research agency, has consumption of water and energy and make presented a comprehensive plan for efficient use of resources whilst actively promotion and management of nature promoting Sustainable Development. They tourism in Sri Lanka (Mathews, 2000). The release purified water into small streams 13th Pacific Asia Travel Association with the intention of developing local Ecotourism Conference and Travel Mart was irrigation as well. Heritance Kandalama held in Colombo in February 2001 and Hotel and Sigiriya Hotel are two such provided the country tremendous exposure instances. (Sustainable Development as an ecotourism destination. Divison, Ministry of Environment, Sri Lanka, 2012) 2. THEORETICAL BACKGROUND AND For the past years, a majority of Sri LITERATURE REVIEW Lanka's tourism development plans have Tourism in the green economy refers to been targeted primarily at luxury tourism activities that can be maintained, or International Journal of Multidisciplinary sustained, indefinitely in their social, economic, Research and Development tourism and cultural, and environmental contexts: beach holiday attractions. Some areas in the “sustainable tourism”. Sustainable tourism coastal regions have already exceeded their is tourism that takes full account of current social and physical carrying capacity and future economic, social and (Saleem, 1996). environmental impacts, addressing the needs of visitors, the industry, the environment and Increasingly, ecotourism and other host communities. It is not a special form of special interest tourism in Sri Lanka are tourism; rather, all forms of tourism may considered as niche travel products yet to strive to be more sustainable (UNEP, reach their growth potential. Promotion of UNWTO 2005). natural tourism and in the interior is perceived as a sustainable Sharpley (1999) identifies that from various alternative for economic development, definitions two broad interpretations of especially in poor rural communities.

1055 sustainable tourism development can be Lane (1994) claims that sustainable drawn. The first one is the development of tourism is an approach which does not sustainable tourism as a perspective which discourage tourism but encourages focuses on the tourism product with the main maintaining the interests of all parties objective being to sustain tourism itself, which involved with tourism. He wants to integrate Hunter (1995) refers to as 'tourism-centric'. tourism into a balanced relationship with The second interpretation is the sustainable boarder economic development and with tourism development approach which conservation goals. believes tourism can be used to achieve overall sustainable development. The Buckley (2003) asserts that the principles and practices of sustainable tourism principle of sustainable tourism can benefit development have been widely discussed in the the local community through protecting the literature. environment. He cites many examples of tourist destinations such as Londolozi UNWTO/ WTTC (1996) presents the Private Game Reserve in South Africa, sustainable tourism principles and practices: Turtle Island in the Pacific and Soufli Forest the conservation and sustainable use of natural, Reserve in Greece where implementation of social and cultural resources is crucial. a sustainable tourism approach protects Therefore, tourism should be planned and these environmental resources. managed within environmental limits and with due regard for the long term appropriate use of The World Bank (WB, 2003) claims natural and human resources. All agencies, that sustainable tourism development organizations business and individuals should economically benefits local communities; in co-operate and work together to avoid potential Mauritius income from tourism increased conflict and to optimize the benefits to all from $47 million in 1982 to $247 million in involved in the development and management 2001. One of the major drawbacks of tourism of tourism. development is leakage of revenue and exclusion of the local community from the Coccossis noted as early as 1996 that benefits. But in Mauritius, development of discussions of sustainable tourism are often tourism incorporated local capital using restricted to an analysis of how to ensure the local workers and management. Foreign continuity of tourism by minimizing negative investors in Mauritius also patronize local impacts. In other words, it could be suggested businesses and try to ensure that benefits are that the concept of sustainable tourism is shared among the community. much more about the continuity of tourism than it is about the contribution of tourism to Lang and Vries (2007) argue that sustainable outcomes (Coccossis, 1996; sustainable tourism puts emphasis to Stabler, 1997). minimize the negative social impacts of

1056 tourism on local community livelihoods. considered in terms of environmental, social They note that in Australia, conservation of and economical dimensions of tourism and Aborigines' cultural heritage attracts more advocate a balance between these Aborigines to visit their ancestral land and dimensions so that long term sustainability now some of the land returns to them and can be ensured. they get actively involved with tourism activities in the areas around Uluru (Ayers As stated by Hobson and Essex (2001), Rock) and Alice Springs. “sustainable tourism may represent a threat to the environment being used as a guide to Ritchter (1989) claims that the sell more holidays and open up new sustainable tourism concept ignores the destinations rather than contribute to issues of control and politics of tourism. environmental conservations.” The demand Who will control tourism activities and what for the so-called green environment friendly political beliefs will influence decisions are travel suppliers is growing since customers very important for implementing the are becoming increasingly aware of sustainability concept in tourism. It is environmental concerns in the world another example of treating tourism as an (Parikshat Singh Manhas, 2012). isolated single sector. The given discussion briefly analyzes the concept of sustainable As mentioned by Hobson and Essex development and its implementation in (2001), it is very challenging to monitor the tourism. It appears from the discussion that impact of the tourism industry in the there is confusion about the definition of environment since “the environmental sustainability and sustainable tourism and impacts tourism are no simply those related there are wide theoretical debates about to degradation caused by the volume of whether the concept of sustainability is visitors, but the resource implications applicable to tourism. resulting from the operation of tourism related businesses, such as transportation Generally, most researchers agree that pressures and pollution, every and water sustainable tourism is necessary. Therefore, consumption, waste generation and it is time to incorporate all stakeholders in purchasing strategies”. tourism planning and the development process to motivate them to implement the This study is conducted on demand for principle of sustainability in tourism. The sustainable tourism industry in Sri Lanka. public sector, especially government and And also it is primarily analyzing the Sri influential members of the private sector Lankan situation and position based on the might play a key role in implementing the sustainable concepts derived from the above principle of sustainability in tourism. The review of literature. principles of sustainability can be

1057 3. OBJECTIVE OF THIS STUDY cultural understanding and tolerance; (iii). The purpose of this study includes: Ensure viable, long-term economic 1. To indentify the factors which are operations, providing socio-economic important in achieving long-term benefits to all stakeholders that are fairly sustainability in tourism industry. distributed, including stable employment 2. To find the relationship between the and income-earning opportunities and social sustainability in tourism industry and services to host communities, and economic growth. contributing to poverty alleviation. Sustainable tourism development requires 4. S U S TA I N A B L E T O U R I S M the informed participation of all relevant CONCEPT AND INDICATORS stakeholders, as well as strong political Sustainable tourism could be defined as leadership to ensure wide participation and "Tourism that takes full account of its current consensus building. and future economic, social and environ- mental impacts, addressing the needs of Achieving sustainable tourism is visitors, the industry, the environment and continuous process and it requires constant host communities". Sustainable tourism monitoring of impacts, introducing the development guidelines and management necessary preventive and/or corrective practices are applicable to all forms of measures whenever necessary. Sustainable tourism in all types of destinations, including tourism should also maintain a high level of mass tourism and the various niche tourism tourist satisfaction and ensure a meaningful segments. Sustainability principles refer to experience to the tourists, raising their the environmental, economic, and socio- awareness about sustainability issues and cultural aspects of tourism development, and promoting sustainable tourism practices a suitable balance must be established amongst them. between these three dimensions to guarantee its long-term sustainability. Conventional tourism is based on conventional assets: sun and sea. It exploits Thus, sustainable tourism should: (i). the natural resources until they are degraded. Make optimal use of environmental It is run by large Tourist operators and leads resources that constitute a key element in to erosion of socio cultural values. It does not tourism development, maintaining essential provide any benefit to community. ecological processes and helping to conserve natural heritage and biodiversity of the Sustainable Tourism is based on natural destination; (ii). Respect the socio-cultural and cultural assets/heritage of the region and authenticity of host communities, conserve is built on Community participation. It their built and living cultural heritage and benefits community, protects and conserves traditional values, and contribute to inter- the environment, society and natural assets.

1058 Sustainable tourism development whenever necessary. Sustainable tourism guidelines and management practices are should also maintain a high level of tourist applicable to all forms of tourism in all types satisfaction and ensure a meaningful of destinations, including mass tourism and experience to the tourists, raising their the various niche tourism segments. awareness about sustainability issues and Sustainability principles refer to the promoting sustainable tourism practices environmental, economic, and socio-cultural amongst them. aspects of tourism development, and a suitable balance must be established between In nature's context, tourism needs to be these three dimensions to guarantee its long- developed sustainably, not only because of term sustainability. Thus, sustainable tourism its positive effects but also negative impacts, should: (i). Make optimal use of depending on the way the management of the environmental resources that constitute a key development is planned, monitored and element in tourism development, maintaining controlled. Tourism development and essential ecological processes and helping to management which is inappropriate and conserve natural heritage and biodiversity of does not follow fixed procedure will cause the destination; (ii). Respect the socio-cultural destruction of habitat and landscape, destroy authenticity of host communities, conserve natural sources, and finally, the pollution of their built and living cultural heritage and nature becomes more serious, especially the traditional values, and contribute to inter- problems of unmanaged waste disposal cultural understanding and tolerance; (iii). (Gouvea, 2004). Ensure viable, long-term economic operations, providing socio-economic Therefore, the sustainable tourism benefits to all stakeholders that are fairly approach for every tourism planning is distributed, including stable employment and extremely important because if this source is income-earning opportunities and social destroyed, then the tourist destination will no services to host communities, and longer attract visitors and the place will contributing to poverty alleviation. become isolated (Ilannides, 1995; Godfrey, 1998). To make this concept real, indicators Sustainable tourism development of the sustainable level have to be drawn and requires the informed participation of all be used as a measurement tool towards the relevant stakeholders, as well as strong selected criteria. political leadership to ensure wide participation and consensus building. According to Sani (2001), an indicator Achieving sustainable tourism is continuous is a measurement for a criterion. It is used for process and it requires constant monitoring two purposes which are to quantify of impacts, introducing the necessary information in explaining the research preventive and/or corrective measures outcome in detail and summarizing

1059 information about a complex situation so framework for the target procedure and that it is easier to understand. Sustainable performance observation (Crabtree & indicators are to measure changes, indentify Bayfield, 1998). the involved processes and prepare the These indicators prepare a method to chart the development towards goal importance in achieving a form of balanced development in the aspects of social, economic and nature as the main objective in the sustainable development of a country. The table 4.1 shows the main indicators in sustainable tourism according to Dymond (1997).

The sustainable tourism indicators can be viewed under the aspects of ecology, economy, planning and Social.

5. METHODOLOGY The study explores previous research reports with diverse titles ranging from sustainable tourism development in the tourist destinations, strategies and policies to issues and challenges in tourism development. Research documents either in printed or in electronic version were selected through judgmental sampling techniques. The study embodies descriptive analysis to explicate naturalistic interpretation of different researchers from different destination settings in the world. The rich description on the phenomenon of analysis enables the study to derive the many issues and challenges in nurturing sustainable development through strategies and polices along with the sustainable tourism indicators.

1060 6. ANALYSIS Furthermore, increasing tourism activities The gathering of suitable documen- causes congested traffic, increased tation on sustainability in the tourism has environmental pollution, and unsightly been a significant component of this study. It development. Sri Lanka is in demand for helps to understand what has been done to alternative development options to foster a evolve sustainable practice and provides an sustainable tourism industry. overview of what could be improved to Integrated with conservation planning achieve a higher environmental rating or and management, ecotourism and other greater involvement in social events in the special interest tourism can be highly future. profitable niche markets that prevent leakage of economic benefits while enhancing the 7. DISCUSSION quality of life of the local people with Sri Lanka has a long standing minimal negative social and environmental reputation as a popular “sun, sand, and sea” impacts. With its extensive nature reserve holiday destination. Tourism development networks and diverse culture heritage, Sri activities in the coastal areas, such as Lanka has great potential to create new value Hikkaduwa, Negombo and Rekawa Lagoon, added tourist products that cater to market have contributed to increasing degradation eco-tourists. However, ecotourism is not a of valuable coastal habitats and natural panacea. Common pitfalls of ecotourism, settings (Saleem, 1996). The influx of such as over exploitation of wilderness areas visitors and uncontrolled growth and “green-washing,” need to be avoided to accompanied by mass tourism development prevent uncontrolled ecotourism turning has also generated a number of negative into mass tourism. Careful planning and economic, social and environmental effects managing are particularly essential in on the host communities. promoting tourism development in cultural archaeological sites and ecologically From an economic perspective, mass sensitive areas. To foster a sustainable tourism tends to grow at the expense of, or tourism industry, Sri Lanka is faced with the total replacement of, traditional numerous challenges. The following economic activities such as fishing and highlights some of the impending tasks farming. Local communities therefore required to strengthen Sri Lanka's tourism become dependent on capricious tourist industry: dollars. Development of mass tourism and luxury tourism also have common i. To formulate comprehensive policies ramifications such as social polarization, and criteria for tourism development in inflation of property prices, increased cost of and adjacent to coastal areas, heritage living, and even “de-culturation.” sites, ecologically sensitive areas, and National Parks,

1061 ii. To specify tourism objectives and tourism are found in literature. The first was alternative strategies the current mass- the Advocacy platform, referring to the tourism oriented marketing strategy presentation of tourism as an effective needs to be revamped to attract eco- economic development strategy providing tourists who prefer specialized services employment and income. The second was and gain a life-enriching experience. the Cautionary platform, which highlighted iii. To improve the existing transportation the negative impacts of tourism, arguing system for dispersing tourism activities against tourism because of its potential as a to a greater geographical region. destroyer of societies and environments. iv. To improve the existing level of accommodation, health and safety The third was the adaptation platform, network, and on-site facilities. which argued that it was possible to have the v. To educate foreign tourists to be economic benefits without the social and sensitive and respect local customs. environmental costs if alternative or adapted vi. To encourage community involvement forms of tourism could be implemented. in planning and managing tourism Indeed Macbeth in 2005 argued that tourism development, as small-scale, single and sustainability could be seen as a fifth ownership local operators are probably platform given the considerable attention best suited for ecotourism provided that tourism academics have paid to this they are adequately trained and relationship since the early 1990s which understand the demand for eco- must be the focus for the intensive tourism tourists. developments in Sri Lanka.

Ultimately, carrying capacity is the key 8. FINDINGS AND CONCLUSION element of sustainable tourism development. The development of a good tourism Uncontrolled growth in tourism can lead to product and destination could attract more diminishing social and economic returns and tourists from in and out of the country. It threaten the ecosystems and cultural assets could also generate the economy not only for upon which they depend. Seeking a delicate the government but also for the local people b a l a n c e b e t w e e n c u l t u r a l / n a t u r e either directly or indirectly. Many people preservation and tourism development think that sustainable tourism could balance remains a major challenge in promoting the development of tourism with the ecotourism for sustainable development in preservation of nature. However, if Sri Lanka. sustainable tourism is not managed carefully, selectively and thoroughly, it Four tourism research and policy could cause a lot of more trouble than platforms that described different gaining profit. approaches to analyzing and planning

1062 Therefore, this tourism product needs and reuse for gardening and toilets. A Natural to be developed comprehensively and Ecotourism Policy Plan is being formulated effectively in line with the government's goal to promote Sri Lanka as a unique ecotourism to introduce Sri Lanka as a sustainable destination. In addition, the Institute of tourism destination in the worlds' eyes. Policy Studies (IPS), a research agency has Therefore, planning, development and presented a comprehensive plan for management of a tourism product demand promotion and management of nature consideration from various angles staring tourism in Sri Lanka. The 13th Pacific Asia from policy formulation, strategy, tourism Travel Association Ecotourism Conference programme development which covers and Travel Mart was held in Colombo in marketing, activity organizing, and February 2001 and provided the country maintenance and so on. Besides that, tremendous exposure as an ecotourism integrating thought and opinions is very destination. much demanded to implement sustainable tourism development because it should not Sri Lanka Tourism Development involve only government institutions but Authority intends to develop sustainable also the support from the professional tourism and as recommended at the World groups, public sector, nature based Summit in 2002, to develop community- organizations and the public. based initiatives on tourism to build the capacities to diversify tourism products, The sustainable tourism can be defined while protecting culture and traditions and as the tourism that takes full account of its effectively conserving and managing natural current and future economic, environmental resources. Development of mass tourism and and social impacts, addressing the needs of luxury tourism also have common outcomes the visitors, the industry, the environment such as social division, inflation of property and the host communities. Economical, prices, increased cost of living, Furthermore, ecological, planning and social indicators increasing tourism activities causes are instrumental in certifying, identifying congested traffic, increased environmental and achieving long and short term pollution, and unsightly development. Sri sustainability in tourism industry even in Sri Lanka is in need of alternative development Lanka. options to foster a sustainable tourism industry. The ISO certification strategy enables the hotel industry to adopt more sustainable measures to be incorporated into the industry. The SLDA encourages the water conservation policy during the planning of new hotels such as treatment of wastewater

1063 framework that can provide tools for implementing sustainable tourism activities.

Governments can also adopt instruments to enable appropriate visitor management and determine levels of tourism impact. Tourism carrying capacity, limits of acceptable change and visitor impact management are only some of these tools. Unfortunately, they cannot provide all the answers, but they can be very useful planning tools. Finally, there are a number of instruments through which Figure 8.1: Sustainable Growth & Development governments can, directly or indirectly, through Demand for Sustainable Tourism influence and support enterprises and tourists Source: Developed by the researchers in making their operations and activities more sustainable. These instruments include The above figure 9.1 is derived from capacity building and promoting local the overall findings and conclusion and education but also marketing sustainable developed by the researchers to insist on the tourism. E-tourism initiative is the ambition of greater the demand for sustainable tourism the International Finance Corporation (IFC) leading to the greater sustainable growth and of the World Bank group and the South Asia development in the economy with the Enterprise Development Facility (SEDF) to sincere collaboration of government and implement two online accommodations private sectors together. booking portals in Sri Lanka (based on systems of Worldhotellink.com Ltd) a part of 9. RECOMMENDATION their initiative to develop sustainable tourism Governments are the key players in in the region, benefiting local communities. managing tourism development. They have a regulatory role in transport, planning (in REFERENCE particular land-use planning), credit/ Bendell, J. and Font, X. (2004) ed. McElroy, financing and destination management/ J.L., Which Tourism Rules? Green marketing. Therefore, they have a clear Standards and GATS. Elsevier Ltd. responsibility for decision-making related to Annals of Tourism Research, 31 (1): tourism development. There are number of 139-156. concrete measures that national and local Buckley, R. (2003) Case Studies in governments can implement in order to Ecotourism. Oxon and Cambridge, ensure sustainable tourism development. One CABI. of the key measures relates to creating a legal

1064 Crabtree, R. and Bayfield, N. (1998). Ploy? Journal of Business Ethics, 72 (1), pp. Developing sustainability indicators for 77-85. mountain ecosystems: a study of the Mathews, N. (2000). “Sri Lanka,” Country Cairngorms, Scotland. Journal of Reports, No.1, 2000: 79105, Travel & Environmental management, 52(1), 1 4. Tourism Intelligence, London. Coccossis, H. (1996) 'Tourism and Medha Rasanjalee Gunawardana and H.L.G. Sustainability: Perspective and Sanjeewani (2009). Planning Implications implications', in Priestley, G.K., Edwards, and Sustainability of Tourism: A J.A. and Coccossis, H. (eds) 'Sustainable comparative Study of Hikkarduwa and Tourism? European experiences', CAB Bentota, Sri Lanka, Department of Town & International, Wallingford, pp. 121. Country Planning. Dymond, S.J. (1997). Indicators of Sustainable Journal of Tourism, Hospitality & in New Zealand: A local Arts University of Moratuwa, Sri Lanka government perspective. Journal of Parikshat Singh Manhas (ed.), (2012). Sustainable Tourism, 5(4), 279-293. Sustainable and Responsible Tourism, Godfrey, K.B. (1998). Attitudes towards Trends, Practices and cases. New Delhi, 'sustainable tourism' in the UK: A view PHI, Learning Private Limited, P:32, 40, from local government. Tourism 85 106. Management. 19(3), 213 224. Ritchter, L. K. (1989) The Politics of Tourism in Gouvea, R. (2004). Doing Business in Brazil: A Asia. Hawaii, University of Hawaii Press. Strategic Approach. Thunderbird Saleem, N. (1996). A Strategy for Sustainable International Business Review, 46(20), 43 Tourism in Sri Lanka. in: Briguglio L et al. 52. (ed). Sustainable Tourism in Islands & Hansen, A. (2007) 'The Ecotourism Industry and Small States: Case Studies, pp. 5062, the Sustainable Tourism Eco-Certification Pinter, London. Program (STEP)', in Jennifer Cheng, Sani, S. (2001). Public lecture: Developing University of California, San Diego. urban sustainability indicators for Honson, S. and Essex, S. (2001). Sustainable Malaysia. No. 3. Bangi: University Tourism: a View from accommodation Kebangsaan Malaysia. businesses, The service Industries Journal, Sri Lanka Tourism Development 21(4), 133 146. Authority(2014), http://ww.swltda. Ioannides, D. (1995). A Flawed Implementation gov.lk/index.html of Sustainable Tourism: the Experience of Sustainable Development Davison (2012), Sri Akama, Cyprus. Tourism Management. Lanka's Middle Path to Sustainable 16(8), 583 592. Development through 'Mahinda Lane, B. (1994) What is . Journal Chindana-Vision for Future. Ministry of of Sustainable Tourism, 2 (1-2) , pp. 7-21 Environment, Sri Lanka, Lang, P. and Vires, P. D. (2007) Sustainable Stabler, M. J. (1997) 'An Overview of the Tourism: Ethical Alternative or Marketing Sustainable Tourism Debate and the

1065 Scope and Content of the Book', in UNWTO and WTTC. (1996) Agenda 21 for the Stabler, M.J. (ed.), 'Tourism and Travel and Tourism Industry: Towards Sustainability: Principles to Practice', E n v i r o n m e n t a l l y S u s t a i n a b l e CAB International, Wallingford, pp. 121. Development. Madrid, UNWTO and Tourism Concern (2012). Water Equity in WTTC. Tourism. A human Right - A Global United Nations (UN) (1987), 'Report of the Responsibilities. Available at www. World Commission on Environment and tourismconcern.org.uk.UN, 2001. Development, Development and Sustainable development of tourism. International Co-operation: Environment, Report of the Secretary-General General Assembly document A/42/427, August (Document No. E/CN.17/2001/PC/21), 2, 1987, Annex: Our Common Future', New York, UN. Geneva and New York: United Nations. United Nations Environment Programme and WB (2003) Poverty Reduction Strategies and World Tourism Organization (2005), Environmental Sustainability: An Making tourism more sustainable. A Assessment of the Alignment with guide for policy makers. UNEP and Millennium Development Goal. UNWTO, Paris and Madrid. Washington D. C., WB.

1066 Proceeding of International Conference on Contemporary Management - 2015 (ICCM-2015), pp 1067-1076

FACTORS HINDERING WOMEN'S CAREER ADVANCEMENT IN TOURISM INDUSTRY

Mendis, B.A.K.M.

ABSTRACT Six years since the end of three decades of civil war that crippled all aspects of growth of the country, the economy of Sri Lanka has already shown tremendous signs of progress. The tourism industry is one of the identified potential areas to be developed and grow in next few years. According to the Tourism Development Strategy of Sri Lanka 2010 2016, tourism sector is expected to be the third largest foreign exchange earner by 2016 with over USD 3 billion in annual earnings and 2.5 million arrivals. Around 45,000 additional hotel rooms will be required to handle the influx of tourist to the country. Furthermore it is estimated that Sri Lanka need further 500,000 well trained employees by 2016 to meet the predicted target However the industry is short of qualified and experienced employees. In addition female participation in the industry is very low. Moreover at the senior management level the representation is negligible. A survey was conducted using “Facebook” social network to find out “Factors Hindering Women's Career Advancement in the Tourism Industry of Sri Lanka”. The finding reveals that both cultural and non-cultural factors hinder female participation and career advancement in the industry.

Keywords: Tourism Industry, Female Participation, Career Advancement, Cultural and Non Cultural Factors 1. INTRODUCTION global economic growth and responsible for Tourism and Travel is one of the creating jobs and economic development. largest industries in the world. According to Moreover the World Travel and Tourism the World Travel and Tourism Council the Council predict the industry to grow by an industry contribution to the global economy average of 4% annually and accounting for rose to 9.5% of global GDP in 2013 and 10% of global GDP. recorded a total value of over USD 7 trillion in 2013 and accounted for 266 million jobs Six years since the end of three globally. The industry is a key driver of decades of civil war that crippled all aspects

University of Colombo [email protected] 1067 of growth in the country, Sri Lankan moment. The industry is short of qualified economy has already shown tremendous experienced professionals. Presently Sri signs of not just recovery but also rapid Lankan tourism industry is short of entry progress. Opportunities for Tourism level employees moreover there is a Industry witnessed a strong increase. The significant rate of dropouts from the industry total contribution of Travel & Tourism to at the entry level and large number of GDP in 2013 was LKR800.7 billion that employees in the industry leaving the was9.4% of GDP (World Travel & Tourism country seeking for overseas employment. Council 2014). This contribution was Also female participation in the industry is expected to rise by 4.3% in 2014 and further very low. Women who have reached the top rise by 6.2% per annum to LKR1, 527.2 management positions in the tourism sector billion that is9.0% of GDP in 2024GDP are negligible. (World Travel & Tourism Council 2014). In 2013, the total contribution of Travel & 2. RESEARCH QUESTION Tourism to employment, including jobs AND OBJECTIVE indirectly supported by the industry, was The research study intends to find 8.4% of total employment that was 688,500 empirical evidence on the factors hindering jobs. This was expected to fall by 1.6% in women's career advancement in tourism 2014 to 677,500 jobs and rise by 1.7% per industry of Sri Lanka. annum to 804,000 jobs in 2024 that will be 9.5% of total jobs (World Travel & Tourism 3. SIGNIFICANCE TO Council 2014). INDUSTRY Currently there is lack of research According to the Tourism Development explaining the factors Hindering Women's Strategy of Sri Lanka 2010 2016, tourism Career Advancement in Tourism Industry in sector is expected to be the third largest developing countries. Therefore examining foreign exchange earner by 2016 with over these factors will allow researchers to better USD 3 billion in annual earnings and 2.5 understand employment selection choices of million arrivals. Around 45,000 additional women and how gender issues influence hotel rooms will be required to handle the participation in tourism industry. influx of tourist to the country. Moreover it is estimated that Sri Lanka need further 4. LITERATURE REVIEW 500,000 employees by 2016 to meet the Present-day tourism industry is predicted target. comprised of many aspects of modern technology, yet the provision of services has To meet the demand for qualified not changed radically from the last century. human resources is one of the major They are dependent on the critical human challenges facing by the industry at the

1068 elements of services and “customer Tourism is a process that is constructed sovereignty” to ensure a successful and out of gendered societies and all aspects of profitable operation (Korczynski 2002). tourism-related development are activity symbolize gender relations. Researchers As stated by Turner in 2012, many have long contended that power allocation is organisations operating today have a directly related to political relations, to pyramid problem. Talent pool of which they are informed by gender and other organizations mostly comprise of 50 percent socially structured relationships of women but the representation of women (Kempadoo, 1999; Momsen& Kinnaird, only solid in the lower and middle layers. 1995). Therefore women are situated Moreover the percentage of women gets differently in their respective socio-cultural lower at higher levels of the corporate and socioeconomic environments than men hierarchy. Burke and Vinnicombe (2005) and are “likely to experience tourism contend that aging workforce and fewer new differently due to their position” entrants have resulted in shortage of (Apostolopoulos&Sonmez, 2001). qualified professionals, forcing organiz- ations to utilize and develop talents of all its This situation is more evident in cultures employees. Under the circumstances they that have residual effects of machismo and cannot afford to artificially limit the career stronger patriarchal societal norms (Duffy, possibilities of women. This statement put Cardenas, Chancellor &Byrid 2011). forward a logical argument that women are Scholars recognize machismo to be a capable but are being denied the cultural ideology which refers to the opportunities. phenomenon of male pride and exertion of masculinity and serves to explain gender As quoted by Masadeh, 2013 equal interactions and acts performed by males. opportunities are evident between men and Typically this has been a negative power women in many developed countries around structure for women and it has the potential the world. Nonetheless it can be observed to inform all aspects of their lives. This being that even in the developed world, women in so, it impacts how the women of the the hotel industry 'constitutes an community are able to participate in the underutilized and under-value resource', tourism workforce. &Byrid 2011). Scholars Maxwell, 1997. Women still tend to be recognize machismo to be a cultural shadowed by men and not actively ideology which refers to the phenomenon of participate in the tourism industry for social, male pride and exertion of masculinity and cultural and traditional reasons (Baum, serves to explain gender interactions and acts Amoah&Spivack, 1997; Li & Leung, 2001; performed by males. Typically this has been Wong & Chung, 2003). a negative power structure for women and it has the potential to inform all aspects of their

1069 lives. This being so, it impacts how the that differ from men (6) Importance of women of the community are able to hidden curriculum to succeed in the male participate in the tourism workforce. dominated environment.

As a result the world tourism industry Bierema & Opengart (2002) identified has been dominated by males for a long following six factors as obstacles for period of time, the career development women's career development. (1) Gender theories in the industry has been developed roles and social expectations, (2) Women's centering men and those are muscular by primary care giving and homemaking nature. Therefore may not help women responsibilities (3) Increasing availability of (Schrieber 1998). Accordinglya male alternative work arrangements( 4)Current dominated environment requests women to models that lack diversity (5) Career patterns imitate male traits in order to develop their that differ from men (6) Importance of careers. Therefore it can be noticed that hidden curriculum to succeed in the male masculine traits, to a degree help women dominated environment. succeed in their careers by requiring women to adopt the male model and male cultural Some researchers observed that women standards (Bierema&Cseh 2000). Therefore change their life choices after reaching as stated by Bierema&Opengart 2002, being middle management level (Cornelius & non emotional is one of the traits regained Skinner, 2006). These observations basically women managers to climb the career ladder stem from men and employers as a means to in the tourism industry. discourage women from aspiring for the senior level management positions and the Giliiigan (1982) addressed women's typical 'gender pyramid' is prevalent. career development as a change in moral Therefore one can argue that lower levels understanding which occurs during five ofoccupations and occupations with few years after graduating from college. career development opportunities are According to Gilligan women's career available to women. Furthermore a report in development should be considered HR MID (2006) confirms that women are interdependent rather than independent. victims of discrimination is evident from the Bierema&Opengart (2002) identified fact women have filed high profile suits following six factors as obstacles for successfully against their employer for women's career development. (1) Gender discrimination based on their gender. roles and social expectations, (2) Women's primary care giving and homemaking Women unquestionably have a dual role responsibilities (3) Increasing availability of to play, balancing work and home roles. This alternative work arrangements( 4)Current can be overcome by creating more quality models that lack diversity (5) Career patterns part-time jobs. Full-time, part-time,

1070 seasonal, temporary and casual work difficult people in positions of power. Other available in the tourism sector can be seen as than this, irregular working hours, night shifts, key attraction to women. It can be assumed dress code and a suggestive physical that this flexibility preferred mostly by environment also make them prone to sexual mothers of young children, semiretired harassment. Being exposed to unwanted women and students. As they preferred the sexually related attention is considered to be workplace flexibility and the positive impact part of the job (Hoel&Einarsen, 2003). A it has on family life. Women tend to value the study of British Hotel employees concluded joy, contentment and happiness derived from that the hotel is not a rational environment being with the family, which gives them where there is agreement over social norms sense of fulfillment and positively affects or acceptable behavior between customers their professional lives as well that this and staff. flexibility preferred mostly by mothers of young children, semiretired women and 5. METHODOLOGY students. As they preferred the workplace After analyzing empirical evidence, the flexibility and the positive impact it has on researcher formulated a set questionnaire family life. Women tend to value the joy, toinvestigate the reasons behind factors contentment and happiness derived from hindering women's career advancement in being with the family, which gives them tourism industry. sense of fulfillment and positively affects their professional lives as well. The independent focused group survey was carried out through the social Sexual harassment, including unwanted networking site 'Facebook'. The sample size attention or intimidation of a sexual character was 250 facebookusers. is extensive in the tourism industry. A study revealed that females attached to tourism The Set Questionnaire was used to industry in the developing world were the gather information from the respondents. sector most affected (Hoel&Einarsen, 2003). The questionnaire was formulated to explore Front office staff, Waiters/stewards, the factors hinder women's career housekeeping staff were the most prone to advancement in hospitality industry. The sexual harassment and the most common acts of questionnaire contained 20 statements, each harassment were obscene language and jokes, corresponding to one of the four main and sexually suggestive comments. Mainly components identified factors hinder women in junior positions experience sexual women's career advancement in hospitality harassment which demonstrates that it has to industry. Namely (a) Cultural factors & do with both gender and power issues. With social norms of the society discourage low levels of education, they are less confident female to enter the industry (b) Lack of than other employees when dealing with opportunities for females to pursue higher

1071 studies in tourism industry (c) Lack of All of the respondents were Advanced qualified females in the industry (d) The Level qualified, while 93respondents had industry is predominately male dominant. post A-Level qualifications, while18 The Five point Likert Scale was used by the participants had a bachelor's degree. 10 participants to mark the most suitable respondents were qualified at Master's level. answer, the scaled was ranging from 0 4 ( 0 not at all, 1 once a while, 2 sometimes, 3- fairly often, 4-frequently if not always).

6. SURVEY FINDINGS & DISCUSSION Response Rate Of these 150 successfully filled in and returned the questionnaires, resulting in a response rate of 60%. 39% of the survey participants were below 30 years of age, while another 32% Demographic Data fell into the next highest age group (30 -39). Demographic data was collected on 20% of the employees were in the 40 -49 various aspects, and a summary of the results category. The least number of respondents are presented in Tables 01, 02 and 03. The (10%) belonged to the 50 59 age categories. statistics revealed that 53% of the participants were females. On the other hand 62% of the participants have post-secondary qualifications. Moreover the statistics shows that only 10% of the participants are aged 50 or above.

1072 Data Analysis cost. Due to most reputed industry related Data collected through the Questio- higher education not covered under the free nnaire was analyzed through Microsoft education stream. Therefore parents may Excel 2007 and SPSS 15. favor their sons over their daughter pursue higher education in the industry. Nonexistence of qualified females in the 7. SURVEY FINDINGS & tourism industry is identified by the DISCUSSION respondents as the third barrier with a mean Table 5.4 illustrates Mean & Standard score of 2.885. Deviation Scores of respondents for factor shindering women career advancement in Absence of female senior managers in tourism industry. the industry limited women's expectations of what they could aspire to in the industry. It When survey findings analyzed, most exerted a negative influence on women's substantial visible barrier identified by the upward mobility as women who have access survey participants was cultural factors & to mentoring (including role modeling) are social norms of the society that discouraged promoted more than those women who do female to enter the industry with a mean not have such assistance (Blake-Beard, score of 2.97 and a standard deviation of 2001). 0.89. As discussed in the literature review all over the world cultural & social norms Fourth significant barrier identified in hinder women entering in to tourism this research was male dominant culture with industry and especially in societies that have a mean value of 2.815, where the working residual effects of machismo and stronger culture, industry policies, procedures & patriarchal societal norms (Duffy, Cardenas, practices are long established favoring men. Chancellor &Byrid 2011). Similar situation The respondents felt that working on shifts can be observed in Sri Lanka, where there is basis pattern not favoring women as it may a male dominant society. conflict with family responsibilities.

Lack of opportunities for females to It can be noticed less number of females pursue higher education in the field of intend to pursue higher education in the tourism is identified by the respondents as tourism industry. This situation can be the second highest barrier with a mean value looked in two angels. Firstly due to social of 2.915.Tourism and hotel management is pressures and society norms females not one of the few areas of higher education intend to pursue higher education in tourism dominant by males in the country. Majority industry. On the other hand as the higher of higher education opportunities in the education in the field of tourism is not free of tourism related areas in Sri Lanka involve a charge females may not get opportunity to

1073 excel in the field. Due to the fact the in a role models. Further the industry structures, developing country like Sri Lanka, parents the policies and procedures are in fact favor tend to priorities sons education over men and masculinity and disadvantaged daughters. women at a certain age/life stage.

Sexual harassment, including unwanted It can be observed that Human resources attention or pressure of a sexual character is managers and recruiters, who seek to prevalent in the tourism industry. As recruit,develop and retain promising discussed in the literature review the tourism individuals, see lack of female potential for industry by its nature prone to sexual females in the industry as there are very few harassment. As stated by Hoel&Einarsen in females have succeed in the industry hence 2003, being exposed to unwanted sexually recruiters favor and prefer male candidates related attention is considered to be part of and disfavor females. This further hinders the job. Of the respondents believed that female's participation and career advance- sexual discrimination in recruiting and ment in the tourism industry. Thus it can be promoting females in the industry may observed that presently organizational hinder females reaching the top layer in the culture can also exert a negative effect on corporate ladder in the tourism industry. women career progression in the industry, therefore it is in the interest of senior 8. CONCLUSION & POLICY managers and human resources managers of IMPLICATIONS the industry to ensure that barriers limiting Both the cultural and non-cultural women's career progression are recognized. barriers prevented women gaining access to This process would require reviewing some the higher senior management positions elements of the organizational culture such within the tourism industry. The society as working hours/ shifts and selection and perception and culture plays an important promoting processes that may disadvantage role in discouraging female's participation in women in gaining senior management the industry. Hence it is recommended to positions. In conclusion it can be observed launch society awareness programs, that all the factors identified are television documentaries to change the interdependent and interrelated. Therefore society perception in female participation in factors hindering women career the tourism industry. advancement in hospitality industry is linked as a circle. It can be noticed that lesser number of women interested in the tourism industry and purse higher studies in the tourism. As a result the industry is lack of female leaders or

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