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Sri Lanka: Towards a better tourism destination in Asia
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this dissertation was to research into Sri Lanka’s tourism and study the development over the last five years, 2009-2014. The author did a small contradistinction between Sri Lanka and Thailand to see the difference between both countries in Asia. Following years was chosen because of the ended war in Sri Lanka.

Interviews that have been done to accomplish this dissertation were expert interviews with three tour operators/agencies and two individuals. All five persons that were interviewed work within promoting or selling trips to Sri Lanka for Swedish travelers.

Sri Lanka could be improved and market by using the 8P factors in the Marketing Mix by Morrison. Factors as Promotion, Partnership, Packaging and Impact should be prioritizing while promoting Sri Lanka as a tourist destination in Asia.

During their development towards a tourism destination they have reached the Involvement stage in the Butler’s sequence model. They are developing roads, hotels and striving towards a better marketing and they will surely increase their inbound tourism as soon as the development is finished. 

Abstract [sv]

Syftet med uppsatsen var att forska om Sri Lankas turism och dess utveckling kring the senaste fem åren, 2009-2014. Skribenten har valt att göra en liten jämförelse mellan Sri Lanka och Thailand för att se vad som skiljer sig åt mellan båda Asien länderna. Fokus ligger på svenskarnas resor till vardera av länderna. Statistiskt har de fem valda åren undersökts och skribenten valde dessa år för att kriget i Sri Lanka slutade 2009 och man kan lägga fokus på att forska kring utvecklingen av turismen.

Intervjuer, så kallade expert intervjuer, har gjorts för att slutföra denna uppsats. Skribenten intervjuade tre touroperatörer/resebyråer och två individer. Alla fem personer som blev intervjuade till denna uppsats jobbar med Sri Lanka genom att marknadsföra och sälja resor till svenska resenärer.

Sri Lanka skulle kunna förbättras och marknadsföras bättre genom att använda sig av de 8P faktorerna ur Marketing Mix av Morrison. Faktorerna så som Promotion, Partnership, Packaging och Impact bör prioriteras vid marknadsföring av Sri Lanka som turism destination i Asien. 

Place, publisher, year, edition, pages
2014. , p. 73
Keywords [en]
Marketing Mix, Destination Development, Tourism, South-East Asia, Swedish, SWOT-analysis, Promoting
Keywords [sv]
Marketing Mix, Destinationsutveckling, Turism, Sydöst Asien, Svenskar, SWOT-analys, Marknadsföring
National Category
Natural Sciences
Identifiers
URN: urn:nbn:se:sh:diva-25036OAI: oai:DiVA.org:sh-25036DiVA, id: diva2:756344
Subject / course
Tourism Studies
Presentation
2014-06-05, Södertörns Högskola, Flemingsberg, 01:15 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2014-10-17 Created: 2014-10-17 Last updated: 2014-10-17Bibliographically approved

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Sri Lanka Tourism(2388 kB)603 downloads
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
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  • vancouver
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More styles
Language
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  • nn-NB
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  • Other locale
More languages
Output format
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