A Study on Reason for the decrease in tourist to rural

area tourist
Destination
(With Kegalle district)
Dinithi nathasha

Dr. Thivanka Prasad

E-tourism and digital marketing
Business school
SLTC Research University
12/12/2022
 1. Table of content
CHAPTER 01 3
INTRDUCTION 3
1.1. Background of study 3
1.2.Objective of study 5
1.3.Research question 5
1.4. Significance of the study 5
CHAPTER 02 6
RESEARCH METHODOLOGY 6
2.1. Methodology 6
2.2. Research Design 7
2.3. Data collection procedure 7
2.4 Population and sampling procedure 7
2.5 Data collection techniques 8
2.6 Time Horizon 8
2.7 Conclusion 9
CHAPTER 03 10
REFERENCES 10
 CHAPTER 01
INTRUDUCTION

Introduction to the section

This section provides an overview to research project. First point, it will be discussed the
background to the study and then the research problem and the purpose of conducting this study
will be stated. It covers the main purpose and the sub purpose of rural areas tourism and how
developed that rural destination. Further, the limitations which relevant to this research have also
been explored in this section

1.1 Background to the study

Sri Lankan has valuable tourism and tourism is fastest growing industry. The Sri Lankan
economic main path is tourism industry. When compared to its share of the global economy,
tourism is recognized as the world's top industry. According to Dipietro and Condly (2007),
tourism is the only service sector to have a positive balance of trade, with flows from developed
to developing nations outpacing those in the other direction by US$66 million. It is recognized as
one of the largest and fastest-growing global industries, and its rapid growth and development,
sizable inflow of foreign capital, and active impact on the development of infrastructure on
different economic sectors. Additionally, it will be impacted by the nation's socioeconomic
progress (Nayomi and Gnanapala, 2015). Tourism is one of the booming industries nowadays
and contributes significantly to the economies of many developing nations, including Sri Lanka.
Sri Lanka is a well-known tourist destination with a wide range of resources. Sri Lanka’s tourism
sector plays a significant role in the island nation’s economy, making up 12 percent of nation’s
gross domestic product. Tourism is also Sri Lanka’s third –largest source of foreign exchange.
Sri Lanka is a popular tourism destination with a wide range of assets. Its distinctive qualities
and clever positioning are crucial to Development of tourism. The Sri Lanka Tourism
Development Authority claims that (SLTDA), there were 2,116,407 tourists who visited Sri
Lanka in 2017. It generated $598,356 and was the third-highest foreign exchange earner in 2017.
Million. In the contemporary environment, novel tourism ideas go well beyond the conventional
while tourists' interests have shifted from mass tourism to niche tourism, tourism concepts
tourism. In Sri Lanka, rural tourism is a growing trend and a specific type of tourism Sectors.
The Household Income and Expenditure Survey from 2016 shows that the majority of Sri
Lankans (16.1%) live in rural areas, underlining the possibility in rural tourism-related niche
markets. According to the household income and expenditure survey (2016) the most of the sri
Lankan population is in rural areas ( 16.1%) that’s the most opportunity is increase the tourism
income in sri lanka But tourist are decrease in that rural area tourist destination.
In sri lanka most popular destination is temple of tooth at Kandy, nuwra eliya,
trincomalee, polonnaruwa , nine arch bridge,ravana falls,adm’s peak (2022) but in sri lanka rural
areas has most beautiful and adventure places. Traveling to remote, sparsely populated areas is
known as rural tourism. A wonderful opportunity to engage with and help local communities and
fully experience their cultures. Although there many beautiful tourist spots in the remote regions,
tourist are seen in only few places. Diverse and fragmented natural and human geography in
rural areas envisage great potentials for tourism, nevertheless fragility and susceptibility nature
of rural fabric is hesitant to accommodate large volume mass tourism. Then the research question
formulated by highlighting selected rural tourism destination were identified as (a) why tourist
decrease that rural areas tourism destination? (b) How can develop that places and how promote
that destination? The research objectives have been to the selected rural tourism destinations; in
Kegalle district
1) Identify the reason for the decrease in tourist to rural area tourist destination
2) Suggest the development plan and promote method that places

Rural tourism is one of the emerging research areas as the popularity is expanding globally as
well locally less research has been done on rural tourism in Sri Lanka, thus the findings of this
study will help fill that gap the lack of empirical research. Additionally, the results would
support rural entrepreneurship in the tourist industry and illustrate how effectively a rural
community can sell its hospitality and other natural resources in support of sustainable tourism
strategies. Therefore, a bigger group of community stakeholders would benefit from the study's
conclusions as a successful plan for the growth of domestic and international tourism in the
future.
1.2 Objective of the study
The current study aims to identify the what is rural tourism and reason of the decrease tourist in
the rural areas tourism destination in Kegalle district and suggest the development plan for that
tourism destination in Kegalle.

1.3. Research question

1.) What is rural tourism?
2) What are the rural destination in Kegalle?
3) Why tourist decrease in that destination?
4) What should be developed in those places?

1.4. Significance of the study

To affect the tourist destination in Kegalle district have not been highlighted in any previous
empirical research papers to the best of the researcher’s knowledge. This research study
important for Sri Lanka’s tourist industry and this will increase the tourist attraction and create
new job opportunity for local community.
Not only Kegalle, rural tourist destinations are found in many provinces of Sri Lanka.
Also taking into account the facts revealed in this study, the government can take action to
develop those places together with the Sri Lanka tourism development authority.
 CHAPTER 02
RESEARCH METHODOLOGY

2.1 Methodology
The study focused on one area rural tourism destinations in Sri Lanka, namely, the Kegalle
district. The population of this study is the community and visitors of rural tourism destination in
Sri Lanka. It is necessary to identify the main role problem according to rural destinations in
Kegalle and why tourist decrease that destinations. As a results, the study process has to be
properly planned in order to discover the fundamental context of rural destinations in Kegalle
and collect the about that destination in order to get accurate data that can be used to provide
exact prepones to survey questions. There are three sections in the questionnaire to measure
tourist satisfaction with Sri Lanka's rural tourism, demographic, independent variable, and
dependent variable analyses based on a five-point liker scale have been utilized In order to
achieve research objectives, 15 local comity in that area were selected purposively for the
sample. Primary data was collected through a structured questionnaire filled by the respondents
and conducted interview sessions. These interviews will include a variety of questions and will
be useful in gaining knowledge about the real situation has rural destination in Kegalle district.
In the observation the researcher would look for reasons in Kegalle districts. The researcher
expect to a perform a qualitative research study in Kegalle district in with the participation of at
least 10 local community to gather data for the deductive method.
This research is based on the one method approach by adopting qualitative
method because it allows for the collective of more personal perspective. For that research the
theoretical model with 6 destination attributes (6A’S Model) with hypotheses was proposed
because used that 6 attributes find out why tourist decrease in rural destination. The independent
variables in the conceptual model are accessibility, facilities, supplementary services, packages,
and activities. Then qualitative method have been adopted to achieve research objective
developed.
2.2 Research Design

Exploratory study
Since it would be desirable and helpful for the researcher to gain an understanding of the core
causes of the drop in tourist rural destinations in Kegalle district using this method, the study
would be conducted as an exploratory study. As a results, the research aspires to achieve all its
primary goals.

2.3 Data Collection Procedure

Observation and personal interviews

As previously decided, the study would include a minimum of 15 local people who live in rural
areas destinations, who would be selected at random for the purpose of conductive research,
because it is necessary to gain information about the challenges because of find the reason why
tourist decrease rural destination in Kegalle district, the data collection methods would include
personal observation of local peoples as well as unstructured pilot interviews conduct with a
sample of 20 respondents from destinations as part of qualitative study
The objectives for conducting unstructured interviews are the research need ask a varied range of
questions of various type of local people for data collecting purpose, and it would be beneficial
to identify the common issues why tourist decrease in rural destinations.

2.4 Population and Sampling procedure

Population
The study’s target population consist of 15 local people who come up from a variety of
educational status, were raised in variety of different cultures, and live in variety of different
village locate in Kegalle district.

Sampling Procedure
The research study choose to use a simple random sampling strategy to select participants from
among local people because it anticipates that probability sampling will allow it to obtain the
sample size from across the target demographic.
Type of data
The data can be regarded as primary data due to the study’s travel to the area and the
accumulation of first-hand information through observations and personal interviews. The
information acquired would be transparent and based on science as a results.

2.5 Data Collection Techniques

Simple Random Sampling
Although the study’s intended audience consist of Kegalle district – based local people and local
university student majoring in travel and tourism management. A straightforward random sample
is predicted to be used to provide a sample size that is representative of the entire target
population. To engage in the study, random selections of people will be made units.enabiling
data collection on them by academics.
Data analysis and presentation Technique
The descriptive approach is designed to be used in order to examine and display information.
The data will be presented as a table.

2.6 Time Horizon

Nov20 Jan 2023 Feb 2023 March April 2023 May 2023
22-dec 2023
2022
Preparation of
the research
proposal
Presentation an
approval of
project proposal
data collection

Data analysis

document
writing

Research
submission
2.7 conclusion
In Sri Lanka rural destination has less tourist attraction then have many reason mainly in that
project mentioned with Kegalle district destination. Today rural tourism is word trends in
tourism industry but in Sri Lanka not use that. Sri Lanka gains a lot of profit because rural
tourism very popular among the tourist. This can be elevated if we got solution of problem has
that rural destination many more were recognized so qualitative research is being done using 15
local peoples. Observing throughout this research were done and address to particular parties,
 CHAPTER 03
REFERENCES
References
Adeyinka, S. F. (2014). A Framework for Rural Tourism Destination Managment and Marketing
Organisation. Malaysia: Procedia - Social and Behavioral Sciences.
Issues, I. J. (2015). Enterprising Rural Tourism for Sustainable Rural Development. malaysia:
International Journal of Economics and Financial Issues.
Joanna. (2022). What is rural tourism and what are its benefits? america: Jonna Roams Free -
Ethical and Responsible Travel.
Studeis, S. L. (2022). RURAL TOURISM NICHE-MARKET AS A DEVELOPMENT STRATEGY.
Sri Lanka Journal of Managment Studies.