Marketing Sri Lanka: altering a negative tourist image

Rohan Laksiri Department of Marketing University of Ruhuna

Academic Sessions 2011

Background
Destination Marketing Sri Lankas Tourism Economy Every Destination: positive and negative Easier Communication: faster the disperse

Research Objectives
To recognize negative image attributes of
Sri Lanka

To suggest different strategies to cope with

recognized negative image attributes

Literature Review
Image: an attitudinal concept, a mental
representation of an object, a total perception

Destination Image and Brand Image The most popular: data analysis techniquefactor analysis, single destination

Methods
Survey: 148 international tourists Questionnaire: 39 perceptual items-likert
scaled, 20 open-ended questions attributes

Close-ended questions: Identify image Open-ended questions: suggest alterations

Data Analysis
KMO: 0.521 Cronbachs Alpha: 0.861 12 Factors: Five negatives First 4: 3 Negatives Poor Supplementary Services, Expensive
Charges, Poor Infrastructure

Data Analysis

Poor Supplementary Services: Poor guiding services, False promotion, and Imperfect supporting information, Cheating people Expensive Charges: Entrance charges to attractions, Tour guide service price, Accommodation and hospitality services price, Services price in general: overpriced Poor Infrastructure: Lack of ICT infrastructure, Absence of good night life, Perception of poor quality roads

Thank You!