Agro-Tourist Satisfaction in Sri Lanka: With Special Reference to Tourist Socio-Demographic and Destination Characteristics

https://doi.org/10.35912/joste.v3i1.1230
Published: Oct 17, 2022

Abstract:

Purpose: The purpose of the study was to examine what factors are determining the level of satisfaction in agro-tourists and define the possible ways and means to enhance their satisfaction levels in promoting agro-tourism in Sri Lanka. There are four specific objectives in the study; to examine the current situation of the ago-tourism industry in Sri Lanka, to study the agro-tourism destination characteristics and socio-demographic characteristics of tourists, to analyze the relationship between the level of satisfaction, agro-tourism destination characteristics and socio-demographic characteristics of agro-tourist, and to discuss possible policy measures and management strategies to enhance tourist satisfaction and positive experience for agro-tourists in Sri Lanka.

Research Methodology: This research utilized both qualitative and quantitative data collection methods. The gathered data were analyzed using five instruments; reliability test, inferential analysis, Pearson correlation analysis, regression analysis, and Kruskal Wallis test.

Results: Ten possible policy measures and management strategies to enhance tourist satisfaction and positive experience for agro-tourists in Sri Lanka.

Limitation: This research is limited to investigating the factors that affect the tourist satisfaction of agro-tourists. The scope focused on three areas, destination, tourist, and travel characteristics. The study focused on foreign tourists who have already visited Sri Lanka and been to agro-tourism sites.

Contribution: This study is based on one such tourism concept which promotes in agricultural societies. The agro-tourism in Sri Lanka is identified as an important aspect of gaining the benefits of tourism. The satisfaction of the tourist must be ensured in the tourism industry for the long-term benefit of the business. The study contributes by suggesting actions and projects for agro-tourism satisfaction.

Keywords:
1. Agro-tourism
2. Tourist Satisfaction
3. Demographic Characteristics
4. Destination characteristics
Authors:
1 . Indrachapa Gunasekara
Department of Tourism Studies, University of Vocational Technology, Sri Lanka
2 . Suranga Silva
Department of Economics, University of Colombo, Sri Lanka
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How to Cite
Gunasekara, I., & Silva, S. (2022). Agro-Tourist Satisfaction in Sri Lanka: With Special Reference to Tourist Socio-Demographic and Destination Characteristics. Journal of Sustainable Tourism and Entrepreneurship, 3(2), 61–73. https://doi.org/10.35912/joste.v3i1.1230
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Issue & Section
Vol. 3 No. 2 (2021): December
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

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    Chigora, F., Ndlovu, J., & Zvavahera, P. (2021). Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective. Journal of Sustainable Tourism and Entrepreneurship, 2(3), 133-146.

    Della Corte, V., Sciarelli, M., Cascella, C., & Del Gaudio, G. (2015). Customer satisfaction in tourist destination: The case of tourism offer in the city of Naples. Journal of Investment and Management, 4(1-1), 39-50.

    Ghose, S., & Johann, M. (2018). Measuring tourist satisfaction with destination attributes. Journal of Management and Financial Sciences, (34), 9-22.

    Jagtap, M., Nichit, M., & Benke, S. (2010). Agro-tourism: the performance, problems and prospects for the farmers in Maharastra. International Journal of Commerce and Business Managaement, 3(1), 153-156.

    Kniatt, N. L. (1995). The effect of demographics on customer expectations for service quality in the lodging industry: University of North Texas.

    Kodithuwakku, D. (2018). Tourists’ Satisfaction with Travel Destination Attributes: Special Reference to Galle Sri Lanka. International Journal of Innovative Research and Knowledge, 3(5), 142-151.

    Lankton, N. K., & McKnight, H. D. (2012). Examining two expectation disconfirmation theory models: Assimilation and asymmetry effects. Journal of the Association for Information Systems, 13(2), 1.

    Ma, A. T., Chow, A. S., Cheung, L. T., Lee, K. M., & Liu, S. (2018). Impacts of tourists’ sociodemographic characteristics on the travel motivation and satisfaction: the case of protected areas in South China. Sustainability, 10(10), 3388.

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    Munyawarara, N. (2019). Fostering biotechnology on the productivity and development of agricultural SMEs (Zimbabwe). Journal of Sustainable Tourism and Entrepreneurship, 1(1), 13-22.

    Prakoso, A. A., Pradipto, E., Roychansyah, M. S., & Nugraha, B. S. (2020). Community-based tourism: concepts, opportunities and challenges. Journal of Sustainable Tourism and Entrepreneurship, 2(2), 95-107.

    Ramesh, S., & Muralidhar, S. (2019). Impact of Five A’s of Tourism on Tourist Loyalty in Tamil Nadu Tourism with reference to Coimbatore City. XI (Xii), 1048-1055.

    Ranasinghe, R., Kumudulali, U., & Ranaweera, A. (2019). The role of park attributes in visitor satisfaction: Evidence from Minneriya National Park in Sri Lanka. Journal of Sustainable Tourism and Entrepreneurship (JoSTE), 1(1), 87-104.

    Salleh, M., Omar, K., Yaakop, A. Y., & Mahmmod, A. R. (2013). Tourist satisfaction in Malaysia. International Journal of Business and Social Science, 4(5), 221-226.

    Shahrivar, R. B. (2012). Factors that influence tourist satisfaction. Journal of Travel and Tourism Research (Online), 12(1), 61.

    Weiler, B., & Ham, S. (2005). Relationships between tourist and trip characteristics and visitor satisfaction: A case study of the Panama Canal Watershed.

    Zoto, S., Qirici, E., & Polena, E. (2013). Agrotourism–A Sustainable Development for Rural Area of Korca, Eurepean Academic Research, 1(2): 209–223.

  1. Bwana, M., Olima, W. H., Andika, D., Agong, S. G., & Hayombe, P. (2015). Agritourism: Potential socio-economic impacts in Kisumu County. Journal of humanities and social science, 20(3), 78-88.
  2. Camilleri, M. A. (2018). The tourism industry: An overview. Travel marketing, tourism economics and the airline product, 3-27.
  3. Chigora, F., Ndlovu, J., & Zvavahera, P. (2021). Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective. Journal of Sustainable Tourism and Entrepreneurship, 2(3), 133-146.
  4. Della Corte, V., Sciarelli, M., Cascella, C., & Del Gaudio, G. (2015). Customer satisfaction in tourist destination: The case of tourism offer in the city of Naples. Journal of Investment and Management, 4(1-1), 39-50.
  5. Ghose, S., & Johann, M. (2018). Measuring tourist satisfaction with destination attributes. Journal of Management and Financial Sciences, (34), 9-22.
  6. Jagtap, M., Nichit, M., & Benke, S. (2010). Agro-tourism: the performance, problems and prospects for the farmers in Maharastra. International Journal of Commerce and Business Managaement, 3(1), 153-156.
  7. Kniatt, N. L. (1995). The effect of demographics on customer expectations for service quality in the lodging industry: University of North Texas.
  8. Kodithuwakku, D. (2018). Tourists’ Satisfaction with Travel Destination Attributes: Special Reference to Galle Sri Lanka. International Journal of Innovative Research and Knowledge, 3(5), 142-151.
  9. Lankton, N. K., & McKnight, H. D. (2012). Examining two expectation disconfirmation theory models: Assimilation and asymmetry effects. Journal of the Association for Information Systems, 13(2), 1.
  10. Ma, A. T., Chow, A. S., Cheung, L. T., Lee, K. M., & Liu, S. (2018). Impacts of tourists’ sociodemographic characteristics on the travel motivation and satisfaction: the case of protected areas in South China. Sustainability, 10(10), 3388.
  11. Malkanthi, S., & Routray, J. K. (2012). Visitor satisfaction in agritourism and its implications for agritourism farmers in Sri Lanka. International Journal of Agricultural Management, 2(1029-2016-82261), 17-30.
  12. Malkanthi, S., & Routry, J. (2011). Potential for agritourism development: Evedance from Sri Lanka.
  13. Marinao, E. (2018). Determinants of satisfaction with the tourist destination. Contexts and Boundaries, Leszek Butowski, IntechOpen, 35-55.
  14. Munyawarara, N. (2019). Fostering biotechnology on the productivity and development of agricultural SMEs (Zimbabwe). Journal of Sustainable Tourism and Entrepreneurship, 1(1), 13-22.
  15. Prakoso, A. A., Pradipto, E., Roychansyah, M. S., & Nugraha, B. S. (2020). Community-based tourism: concepts, opportunities and challenges. Journal of Sustainable Tourism and Entrepreneurship, 2(2), 95-107.
  16. Ramesh, S., & Muralidhar, S. (2019). Impact of Five A’s of Tourism on Tourist Loyalty in Tamil Nadu Tourism with reference to Coimbatore City. XI (Xii), 1048-1055.
  17. Ranasinghe, R., Kumudulali, U., & Ranaweera, A. (2019). The role of park attributes in visitor satisfaction: Evidence from Minneriya National Park in Sri Lanka. Journal of Sustainable Tourism and Entrepreneurship (JoSTE), 1(1), 87-104.
  18. Salleh, M., Omar, K., Yaakop, A. Y., & Mahmmod, A. R. (2013). Tourist satisfaction in Malaysia. International Journal of Business and Social Science, 4(5), 221-226.
  19. Shahrivar, R. B. (2012). Factors that influence tourist satisfaction. Journal of Travel and Tourism Research (Online), 12(1), 61.
  20. Weiler, B., & Ham, S. (2005). Relationships between tourist and trip characteristics and visitor satisfaction: A case study of the Panama Canal Watershed.
  21. Zoto, S., Qirici, E., & Polena, E. (2013). Agrotourism–A Sustainable Development for Rural Area of Korca, Eurepean Academic Research, 1(2): 209–223.