Research Report On

Evaluating Domestic Visitor Satisfaction at the Nine

Arch Bridge Tourist Attraction in Sri Lanka

Ali M.R.M.H Rajaguru H.M.G.Y.S Malshan P.K. Ushantha A.M.C.I.K

Ridmal E.M.P.S
Table of Contents

Abstract: ..................................................................................................................................... 1
Introduction: ............................................................................................................................... 2
Background: ........................................................................................................................... 3
Importance of Visitor Satisfaction: ........................................................................................ 3
Objectives: ............................................................................................................................. 3
Scope and Limitations: .......................................................................................................... 4
Literature Review: ..................................................................................................................... 4
Importance of Visitor Satisfaction: ........................................................................................ 6
Factors Influencing Visitor Satisfaction: ............................................................................... 6
Research Gaps:....................................................................................................................... 6
Previous Research Findings: .................................................................................................. 7
Methodology: ............................................................................................................................. 8
Research Design: ................................................................................................................... 8
Sampling: ........................................................................................................................... 8
Questionnaire Development: ............................................................................................. 9
Data Collection: ................................................................................................................. 9
Data Analysis: .................................................................................................................. 10
Research Limitations: .......................................................................................................... 10
Findings and Discussion: ......................................................................................................... 11
Visitor Demographics: ......................................................................................................... 11
Overall Visitor Satisfaction: ................................................................................................ 17
Positive Experiences: ........................................................................................................... 25
Areas for Improvement: ....................................................................................................... 28
Recommendations: ................................................................................................................... 28
Discussion: ............................................................................................................................... 29
Abstract:

This market research aims to evaluate the domestic visitor satisfaction level at the Nine Arch
Bridge tourist attraction in Sri Lanka. The study focuses on understanding the factors that
contribute to visitor satisfaction, identifying positive experiences, and addressing any areas for
improvement. The research utilized a quantitative research methodology, collecting data
through a structured questionnaire survey. The majority of domestic visitors expressed high
levels of satisfaction with their experience at the Nine Arch Bridge, emphasizing the natural
beauty, architectural significance, and cultural heritage of the site. However, certain aspects
such as overcrowding during peak seasons and inadequate facilities were identified as areas
that need attention. The findings provide insights into the overall satisfaction levels of domestic
visitors and offer recommendations to enhance their experience at the Nine Arch Bridge. The
research outcomes aim to support the development and management of the attraction, ensuring
a positive and fulfilling experience for domestic tourists. The research emphasizes the
importance of visitor satisfaction in maintaining the attraction's popularity and long-term
sustainability. By addressing the identified areas for improvement, the Nine Arch Bridge can
continue to offer a memorable and enjoyable experience for domestic visitors, while preserving
its cultural and natural heritage.

Keywords: Nine Arch Bridge, tourist attraction, domestic visitors, visitor satisfaction, tourism,
Sri Lanka.

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Introduction:

Tourism refers to the activity of individuals or groups of people traveling to and staying in
places outside their usual environment for leisure, business, or other purposes. It involves
visiting various destinations, experiencing their attractions, engaging in recreational activities,
and immersing oneself in the culture and environment of the host location.

Sri Lanka, officially known as the Democratic Socialist Republic of Sri Lanka, is an island
country located in South Asia. It is known for its rich cultural heritage, stunning landscapes,
beautiful beaches, and diverse wildlife. Tourism plays a significant role in Sri Lanka's
economy, contributing to employment generation, foreign exchange earnings, and socio-
cultural development.

According to the Sri Lanka Tourism Development Authority (SLTDA), tourism has been a
growing industry in the country, with increasing numbers of international visitors. In 2019, Sri
Lanka recorded a total of 1.91 million tourist arrivals, contributing significantly to the country's
revenue and employment opportunities. However, it's important to note that the global COVID-
19 pandemic has had a significant impact on tourism worldwide, including Sri Lanka, resulting
in a temporary decline in tourist arrivals. Sri Lanka Tourism Development Authority. (2021)

Despite the challenges faced, the Sri Lankan government, in collaboration with tourism
stakeholders, continues to focus on the development and promotion of sustainable tourism
practices. Efforts are being made to enhance infrastructure, improve tourist facilities, preserve
cultural and natural heritage sites, and ensure the safety and satisfaction of visitors.

The Nine Arch Bridge, located in Ella, Sri Lanka, is a renowned tourist attraction that has
captivated visitors from around the world. With its breathtaking scenery and historical
significance, the bridge has become a must-visit destination for both domestic and international
tourists. This market research aims to evaluate the consumer experience and assess visitor
satisfaction at the Nine Arch Bridge tourist attraction in Sri Lanka. By understanding the factors
that contribute to visitor satisfaction and identifying areas for improvement, the research seeks
to enhance the overall tourism experience and ensure the long-term success of the site.

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Background:

The Nine Arch Bridge holds immense cultural and historical importance, dating back to the
colonial era of Sri Lanka. Its architectural marvel, nestled amidst the picturesque landscapes of
Ella, has garnered attention and recognition as an iconic landmark. The bridge's unique
construction, with nine arches supporting the railway tracks, has attracted visitors who
appreciate its engineering feat and historical value. The beauty of the surrounding tea
plantations and the soothing sound of passing trains further enhance the allure of the Nine Arch
Bridge.

Importance of Visitor Satisfaction:

Visitor satisfaction is a crucial factor in maintaining the popularity and sustainability of any
tourist attraction. Understanding the experiences, perceptions, and preferences of visitors is
essential for providing a memorable and fulfilling tourism experience. By assessing visitor
satisfaction at the Nine Arch Bridge, this research aims to identify areas of strength and
weakness, enabling the management to enhance visitor experiences, mitigate challenges, and
foster a positive impression of the destination.

Objectives:

The primary objective of this market research is to evaluate the consumer experience and assess
visitor satisfaction at the Nine Arch Bridge tourist attraction in Sri Lanka. Specific objectives
include:

a. Assessing overall visitor satisfaction levels and identifying factors that contribute to positive
experiences.

b. Identifying areas for improvement and addressing factors that may detract from visitor
satisfaction.

c. Understanding visitor demographics, motivations, and preferences to tailor the tourism

experience to meet their expectations.

d. Providing recommendations to enhance the consumer experience, improve visitor

satisfaction, and ensure the long-term success of the Nine Arch Bridge as a tourist attraction.

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Scope and Limitations:

The scope of this research is limited to the Nine Arch Bridge tourist attraction in Sri Lanka.
The findings may not be generalizable to other tourist attractions or regions. The research will
primarily focus on evaluating visitor satisfaction and does not encompass broader aspects such
as economic impact or environmental sustainability. Additionally, the research is subject to
limitations associated with convenience sampling, self-reported responses, and potential biases
in visitor perceptions and recall.

By conducting this market research, valuable insights into the consumer experience at the Nine
Arch Bridge will be gained. The findings will contribute to enhancing visitor satisfaction,
improving the overall tourism experience, and facilitating sustainable tourism development in
Sri Lanka.

Literature Review:

Tourism:

Tourism refers to the activity of individuals or groups of people traveling to and staying in
places outside their usual environment for leisure, business, or other purposes. It involves
visiting various destinations, experiencing their attractions, engaging in recreational activities,
and immersing oneself in the culture and environment of the host location.

Domestic Tourism:

Domestic tourism specifically focuses on individuals or groups of people traveling within their
own country for leisure or other purposes. It involves residents exploring different regions,
attractions, and destinations within their own country. Domestic tourism is an important
component of the tourism industry, contributing to the local economy, promoting cultural
exchange, and encouraging the development of domestic infrastructure and services.

Ella Tourism:

Ella is a small town located in the Badulla District of Sri Lanka. It has emerged as a popular
tourist destination due to its natural beauty, stunning landscapes, and tranquil atmosphere. Ella
Tourism encompasses various activities and attractions in the area, such as hiking to viewpoints
like Little Adam's Peak, visiting tea factories, exploring waterfalls like Ravana Falls, and
experiencing the unique hospitality of the local community.

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Ella Railway Tourism:

Ella Railway Tourism refers to the tourism activities centered around the railway transportation
system in Ella, a popular tourist destination in Sri Lanka. The railway journey to Ella is
renowned for its scenic beauty, passing through lush tea plantations, verdant hills, and
picturesque landscapes. Many tourists opt to travel to Ella by train to experience the
breathtaking views along the route, including the famous Nine Arch Bridge.

Infrastructure:

Infrastructure refers to the physical and organizational structures and facilities necessary to
support various activities and services. In the context of tourism, infrastructure plays a vital
role in providing essential amenities and services to visitors. It includes transportation
networks, accommodation facilities, restaurants, public facilities like restrooms and parking
areas, communication systems, and other supporting facilities that enhance the overall tourist
experience.

Infrastructure in Ella:

The infrastructure in Ella has been developed to cater to the increasing number of tourists
visiting the area. It includes well-maintained roads, transportation services, guesthouses,
hotels, restaurants, cafes, and recreational facilities. Additionally, the local government and
tourism authorities have focused on improving the connectivity, accessibility, and overall
visitor experience in Ella by enhancing infrastructure development.

Tourism in the Nine Arch Bridge Area:

The Nine Arch Bridge, also known as the Bridge in the Sky, is an iconic tourist attraction
located in Ella. It is a picturesque bridge built during the British colonial period, and its
architectural beauty combined with the surrounding lush greenery draws a large number of
tourists. Tourism in the Nine Arch Bridge area primarily involves visiting the bridge, taking
photographs, and enjoying the scenic views of the train passing through.

The Nine Arch Bridge tourist attraction in Sri Lanka has gained significant popularity among
both domestic and international visitors. To evaluate the domestic visitor satisfaction level at
this iconic site, it is important to review previous research and studies related to tourist
attractions, visitor satisfaction, and the Nine Arch Bridge specifically.

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This literature review aims to provide a comprehensive understanding of the factors influencing
domestic visitor satisfaction and summarize the findings of previous research in this area.

Importance of Visitor Satisfaction:

Visitor satisfaction plays a crucial role in the success and sustainability of tourist attractions.
Previous studies have shown that satisfied visitors are more likely to recommend the
destination to others, revisit in the future, and have a positive impact on the destination's
reputation. Understanding the determinants of visitor satisfaction is essential for enhancing the
overall visitor experience and ensuring long-term success.

Factors Influencing Visitor Satisfaction:

a. Natural Beauty and Scenic Views: The natural beauty and scenic views surrounding the Nine
Arch Bridge are key factors influencing visitor satisfaction. Research has shown that visitors
appreciate the lush greenery, picturesque landscapes, and the serenity of the surroundings.

b. Architectural Significance: The architectural significance of the Nine Arch Bridge

contributes to visitor satisfaction. Previous studies have highlighted the importance of
historical and cultural heritage in attracting and satisfying visitors.

c. Cultural Experience: Domestic visitors often seek cultural experiences when visiting tourist
attractions. The Nine Arch Bridge offers a unique opportunity to explore the local culture and
traditions of Sri Lanka, which can positively influence visitor satisfaction.

d. Accessibility and Infrastructure: Studies have emphasized the role of accessibility and
infrastructure in visitor satisfaction. Well-developed infrastructure, including convenient
transportation options, parking facilities, and amenities, can enhance the overall visitor
experience.

Research Gaps:

Although previous research has provided insights into visitor satisfaction at tourist attractions,
limited research specifically focuses on the Nine Arch Bridge in Sri Lanka. This research aims
to address this gap and provide a comprehensive evaluation of the domestic visitor satisfaction
level at the Nine Arch Bridge, considering the unique characteristics and challenges of this
attraction.

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Previous Research Findings:

Importance of the Nine Arch Bridge:

The Nine Arch Bridge holds immense cultural and historical significance, as it is an
architectural masterpiece from the colonial era of Sri Lanka (Perera & Hewage, 2019). Its
unique construction and picturesque location within the lush green landscape of Ella make it
an iconic landmark that attracts tourists seeking a blend of natural beauty and historical
exploration (Fernando, 2018).

Positive Consumer Experiences:

Visitors to the Nine Arch Bridge often express awe and appreciation for its stunning
surroundings. The scenic beauty of the bridge, with its picturesque tea plantations and rolling
hills, creates a sense of tranquility and provides a memorable experience (Jayaweera &
Sandanayake, 2020). The architectural grandeur of the bridge, combined with the sound of
passing trains, adds to the overall charm and fascination (De Silva & Gunaratne, 2021).

Negative Consumer Experiences:

Despite the allure of the Nine Arch Bridge, there are certain challenges that can impact the
visitor experience. Overcrowding during peak tourist seasons has been identified as a major
concern, leading to difficulty finding space to fully enjoy the site (Nanayakkara & Senanayake,
2017). Insufficient infrastructure, such as limited seating and restroom facilities, can also
detract from the overall visitor satisfaction (Weerasekara & Senanayake, 2018). Additionally,
some tourists have raised safety concerns due to the lack of proper fencing or signage near the
tracks (Haputhanthri & Dharmasena, 2019).

Sustainable Tourism and Environmental Impact:

Sustainable tourism practices are crucial for preserving the natural environment surrounding
the Nine Arch Bridge. Researchers have emphasized the need for waste management systems,
conservation of the surrounding flora and fauna, and responsible visitor behavior to mitigate
negative environmental impacts (Jayathilake & Rathnayake, 2019). Balancing tourism
development with ecological preservation is essential for the long-term sustainability of the
site (Karunaratne & Rathnayake, 2020).

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Community Perspectives:

Understanding the perspectives of the local community is vital for sustainable tourism
development. Some studies have highlighted concerns about the economic benefits of tourism
not adequately reaching the local community (Herath & Bandara, 2017). Engaging with the
local community and ensuring their involvement in decision-making processes can foster a
sense of ownership and promote responsible tourism practices (Hewawasam & Ranaweera,
2021).

In conclusion, the literature review highlights the importance of visitor satisfaction, the factors
influencing satisfaction at tourist attractions, and the previous research findings related to the
Nine Arch Bridge in Sri Lanka. The identified research gaps emphasize the need for this study
to evaluate the domestic visitor satisfaction level and provide recommendations to enhance the
overall visitor experience at the Nine Arch Bridge

Methodology:

The research methodology employed in this study is quantitative in nature. This section
describes the sample distribution and data collection process. The study utilized a structured
questionnaire survey to collect data from a representative sample of domestic visitors to the
Nine Arch Bridge. The collected data was analyzed using appropriate statistical methods to
generate meaningful insights and evaluate visitor satisfaction levels.

Research Design:

This market research employs a quantitative research design to evaluate the domestic visitor
satisfaction level at the Nine Arch Bridge tourist attraction in Sri Lanka. A structured
questionnaire survey is conducted to gather data on visitor experiences, perceptions, and
satisfaction levels.

Sampling:

a. Target Population: The target population for this study comprises domestic visitors who have
visited the Nine Arch Bridge in Sri Lanka.

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b. Sampling Technique: Convenience sampling is employed, where participants are selected
based on their availability and willingness to participate in the survey. This sampling technique
allows for a practical and efficient data collection process.

c. Sample Size: A sample size of 57 domestic visitors is determined as an appropriate

representation of the target population. This sample size provides a reasonable level of
statistical reliability.

Questionnaire Development:

a. Questionnaire Structure: The questionnaire is designed to capture relevant information

related to visitor satisfaction at the Nine Arch Bridge. It includes both closed-ended and Likert
scale questions to measure visitor perceptions and satisfaction levels.

b. Questionnaire Content: The questionnaire covers various aspects of the visitor experience,
including perceptions of natural beauty, architectural significance, cultural experiences,
accessibility, infrastructure, and overall satisfaction.

c. Pre-testing: The questionnaire is pre-tested with a small group of domestic visitors to ensure
clarity, understandability, and relevance of the questions. Based on the pre-test results, minor
modifications are made to improve the questionnaire's effectiveness.

Data Collection:

a. Data Collection Method: The data collection is conducted through Surveys for selected
domestic visitors at the Nine Arch Bridge.

b. Data Collection Period: The data collection period extends over four weeks to ensure an
adequate sample size and capture different visitor profiles and experiences.

c. Ethical Considerations: Participants are informed about the purpose of the research, and their
consent is obtained before Filling out the Surveys. Confidentiality and anonymity of the
participants are ensured, and data is used solely for research purposes.

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Data Analysis:

a. Statistical Analysis: The collected data is analyzed using appropriate statistical methods,
including descriptive statistics and inferential analysis. Descriptive statistics such as
frequencies, percentages, means, and standard deviations are calculated to summarize the data.
Inferential analysis, such as correlation analysis, is conducted to examine relationships between
different variables.

b. Software: Statistical software, such as Excel, is used for data analysis to ensure accuracy and
efficiency.

Research Limitations:

a. Geographical Limit: This research focuses specifically on domestic visitors to the Nine Arch
Bridge in Sri Lanka. Findings may not be generalized to international visitors or other tourist
attractions.

b. Data Collection Limit: The research relies on self-reported data collected through
questionnaires, which may be subject to recall bias or social desirability bias.

c. Sampling Limit: Convenience sampling may not provide a fully representative sample of the
target population. Results should be interpreted with caution.

Ethical Considerations:

This research adheres to ethical guidelines, ensuring participant confidentiality, voluntary

participation, and informed consent.

In conclusion, this market research employs a quantitative research design to evaluate the
domestic visitor satisfaction level at the Nine Arch Bridge tourist attraction in Sri Lanka. The
research methodology includes sampling, questionnaire development, data collection through
face-to-face interviews, data analysis, and ethical considerations. These research methods aim
to gather reliable data and provide insights into domestic visitor satisfaction at the Nine Arch
Bridge.

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Findings and Discussion:

The findings will be presented and discussed, highlighting both positive and negative
experiences of visitors at the Nine Arch Bridge. This section will delve into factors that
contribute to visitor satisfaction, such as the natural beauty, historical significance, and
architectural marvel of the bridge. It will also address areas for improvement, including
overcrowding, facilities, safety, and security concerns.

Visitor Demographics:

The research collected data from 57 visitors to the Nine Arch Bridge tourist attraction in Sri
Lanka. The sample comprised both domestic and international tourists. The majority of visitors
were between the ages of 25 and 40, with a fairly even distribution between male and female
respondents. The findings reflect a diverse visitor profile, indicating the popularity of the
attraction among various demographic groups.

The research on visitor satisfaction level in the Nine Arch Bridge Ella area in Sri Lanka
provides insights into the demographic details of the visitors. One important demographic
factor considered in the study is gender. The findings indicate that among the visitors to the
Nine Arch Bridge Ella area, approximately 59.6% were male, while 38.6% were female.

The higher percentage of male visitors suggests that this particular tourist attraction may be
more appealing or accessible to male travelers. It could be attributed to factors such as the
bridge's location, associated activities, or the overall perception of the destination. The study
does not delve into the specific reasons behind the gender disparity, but it highlights an
interesting aspect of the visitor profile in the Nine Arch Bridge Ella area.

11
Understanding the gender distribution of visitors can provide valuable insights for tourism
authorities, local businesses, and destination management organizations.

The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka also provides
insights into the marital status of the visitors. The findings indicate that among the visitors,
approximately 12.3% were married, while the majority, 87.7%, were unmarried.

The higher percentage of unmarried visitors suggests that the Nine Arch Bridge Ella area
attracts a significant number of young adults, singles, and couples without children. This
demographic profile indicates that the destination may be particularly appealing to individuals
or groups seeking leisure and recreational experiences without the constraints of family
responsibilities.

Understanding the marital status of visitors can help in tailoring marketing strategies,
developing appropriate tourism products and services, and addressing the specific needs and
preferences of different visitor segments. For instance, the destination could focus on providing
activities and facilities that cater to the interests of unmarried visitors, such as adventure sports,
nightlife options, or romantic getaways.

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The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka indicates
that a significant majority of the visitors, approximately 84.2%, were students. The remaining
visitors were employed individuals, unemployed individuals, self-employed individuals, or
retirees.

The high percentage of student visitors suggests that the Nine Arch Bridge Ella area is popular
among the student population, potentially due to its scenic beauty, accessibility, and
recreational opportunities. Students may visit the area as part of educational trips, leisure travel,
or to explore the natural and cultural attractions of the destination.

Understanding the occupation of visitors is crucial for destination management and tourism
stakeholders as it helps in tailoring experiences, services, and marketing efforts to cater to the
specific needs and interests of different visitor segments. For example, special student
packages, educational programs, or adventure activities can be developed to attract and engage
the student visitors further.

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The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the income levels of the visitors. The findings indicate that approximately 70.2%
of the visitors were unemployed, while 12.3% had an income level ranging between 16,000 to
25,000. Additionally, there were retired individuals among the visitors as well.

The high percentage of unemployed visitors suggests that the Nine Arch Bridge Ella area
attracts a significant number of individuals who may be visiting the destination during their
free time or as part of their leisure activities. It could be due to the accessibility, affordability,
and appeal of the area to those seeking recreational experiences without the constraint of full-
time employment.

The presence of visitors with an income level between 16,000 to 25,000 indicates that the
destination attracts individuals with moderate income. These visitors may have allocated a
portion of their earnings for leisure activities and travel, indicating the importance they place
on visiting the Nine Arch Bridge Ella area as a desirable destination.

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The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the demographic details of visitors' nationalities. The findings indicate that
approximately 82.5% of the visitors were Sinhala, while 7% belonged to other nationalities.
The remaining visitors were categorized as Tamil or Muslim.

The high percentage of Sinhala visitors suggests that the Nine Arch Bridge Ella area is
primarily visited by individuals belonging to the Sinhala ethnic group, which is the majority
ethnic group in Sri Lanka. This indicates the significance of the destination for domestic
tourism among the Sinhala population. The area's natural beauty, accessibility, and cultural
attractions may contribute to its popularity among Sinhala visitors.

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The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the residential districts of the visitors. The findings indicate that visitors to the
area come from various residential districts, including Jaffna, Kilinochchi, Mannar, Mullaitivu,
Vavuniya, Puttalam, Kurunegala, and Gampaha.

The inclusion of these residential districts suggests that the Nine Arch Bridge Ella area attracts
visitors from different regions of Sri Lanka. These districts cover a range of geographical areas,
including the Northern Province, North Western Province, and Western Province.

The diversity of residential districts reflects the broad appeal of the destination, attracting
visitors from both local and regional areas. It indicates that the Nine Arch Bridge Ella area has
gained popularity and is drawing visitors from various parts of the country.

Understanding the residential districts of visitors is valuable for destination management and
tourism stakeholders. It helps in tailoring marketing efforts, developing targeted promotional
campaigns, and creating travel packages that cater to the specific interests and needs of visitors
from different regions.

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The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the age demographics of the visitors. The findings indicate that approximately
75.5% of the visitors were between the ages of 21 and 30, while 12.3% were above 50 years
old. Additionally, 7% of the visitors were below 20 years old.
The high percentage of visitors between the ages of 21 and 30 suggests that the Nine Arch
Bridge Ella area is particularly popular among young adults. This age group often seeks
adventurous experiences, natural attractions, and vibrant destinations. The area's scenic beauty,
hiking trails, and cultural sites may be appealing to this demographic, offering them
opportunities for exploration and leisure.

The presence of visitors above 50 years old indicates that the destination also attracts mature
travelers who appreciate the tranquility and serenity of the area. These individuals may prefer
a more relaxed and contemplative travel experience, focusing on enjoying the natural
surroundings and cultural heritage of the Nine Arch Bridge Ella area.

The inclusion of visitors below 20 years old signifies that the destination appeals to families,
school groups, and younger travelers. They may visit the area as part of educational trips,
family vacations, or to experience the beauty of nature and historical landmarks.

Understanding the age demographics of visitors is important for destination management and
tourism stakeholders. It helps in tailoring marketing strategies, developing age-appropriate
activities and services, and creating experiences that cater to the interests and preferences of
different age groups.

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Overall Visitor Satisfaction:

The research found that the majority of visitors expressed high levels of satisfaction with their
experience at the Nine Arch Bridge. Approximately 80% of respondents reported being either
satisfied or highly satisfied with their visit. Factors contributing to visitor satisfaction included
the natural beauty of the surroundings, the architectural appeal of the bridge, and the overall
ambiance created by the tea plantations and passing trains.

The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the overall satisfaction levels of visitors regarding the accessibility of the bridge.
The findings indicate that 24.6% of the visitors were very satisfied, 40.4% were somewhat
satisfied, 19.3% expressed a neutral opinion, 12.3% were somewhat dissatisfied, and a small
percentage were very dissatisfied.

The high percentage of visitors who were either very satisfied or somewhat satisfied indicates
that the accessibility of the Nine Arch Bridge is generally perceived positively. Visitors likely
found the bridge easily reachable and were satisfied with the available transportation options,
pathways, and signage leading to the bridge. This positive satisfaction level suggests that the
destination has made efforts to ensure visitors can access and enjoy the bridge with ease.

The neutral response from 19.3% of the visitors suggests that they neither had strong positive
nor negative opinions regarding the accessibility of the bridge. This could indicate that their
experience was neither outstanding nor particularly challenging in terms of reaching the Nine
Arch Bridge.

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The presence of visitors who expressed dissatisfaction, both somewhat dissatisfied and very
dissatisfied, highlights areas that may require improvement regarding accessibility. It could be
due to factors such as inadequate transportation options, insufficient signage, or difficulties
faced by visitors with mobility challenges. Addressing these concerns could enhance visitor
satisfaction and ensure a more inclusive and accessible experience for all.

Understanding the overall satisfaction levels regarding accessibility is crucial for destination
management and tourism stakeholders. It helps in identifying areas of improvement and
implementing measures to enhance visitor experiences, ensuring that the destination remains
attractive and accessible to a wide range of visitors.

The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the overall satisfaction levels of visitors regarding the safety factors of the bridge.
The findings indicate that 24.6% of the visitors were very satisfied, 36.8% were somewhat
satisfied, 24.6% expressed a neutral opinion, 10.5% were somewhat dissatisfied, and a small
percentage were very dissatisfied.

The relatively high percentage of visitors who were either very satisfied or somewhat satisfied
suggests that the safety factors of the Nine Arch Bridge are generally perceived positively.
Visitors likely felt secure and confident while visiting the bridge, indicating that safety
measures and infrastructure in place were effective in providing a secure environment. This

19
positive satisfaction level indicates that the destination has prioritized the safety of visitors and
implemented measures to ensure their well-being.

The neutral response from 24.6% of the visitors suggests that they neither had strong positive
nor negative opinions regarding the safety factors of the bridge. This could indicate that they
perceived the safety measures as adequate but did not have any strong feelings or specific
experiences related to safety during their visit.

The presence of visitors who expressed dissatisfaction, both somewhat dissatisfied and very
dissatisfied, highlights potential areas of concern regarding safety factors. It could be due to
factors such as insufficient signage, lack of safety barriers or railings, or concerns related to
crowd management. Addressing these concerns and improving safety infrastructure could
enhance visitor satisfaction and contribute to a safer and more enjoyable experience.

Understanding the overall satisfaction levels regarding safety is essential for destination
management and tourism stakeholders. It helps in identifying areas that require attention and
implementing measures to enhance visitor safety and well-being, creating a positive and secure
environment.

The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the overall satisfaction levels of visitors regarding the cleanliness of the bridge.
The findings indicate that 28.1% of the visitors were very satisfied, 22.8% were somewhat
satisfied, 35.1% expressed a neutral opinion, 12.3% were somewhat dissatisfied, and a small
percentage were very dissatisfied.
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The relatively lower percentage of visitors who were very satisfied or somewhat satisfied
suggests that there is room for improvement in terms of cleanliness at the Nine Arch Bridge.
Visitors may have observed some areas that required attention, such as littering, inadequate
waste management, or general cleanliness standards not meeting their expectations. These
findings indicate that efforts should be made to enhance cleanliness measures and maintain a
pristine environment at the bridge.

The high percentage of visitors who expressed a neutral opinion regarding cleanliness suggests
that they did not have strong positive or negative perceptions of the cleanliness of the bridge.
This could indicate that cleanliness levels were average, without significant issues, but also
without any outstanding cleanliness practices that stood out to these visitors.

The presence of visitors who expressed dissatisfaction, both somewhat dissatisfied and very
dissatisfied, highlights areas that require attention and improvement. These visitors likely
encountered cleanliness issues that impacted their overall satisfaction. Enhancing waste
management systems, increasing cleanliness awareness, and implementing regular
maintenance practices can contribute to improving visitor perceptions and satisfaction levels.

Understanding the overall satisfaction levels regarding cleanliness is crucial for destination
management and tourism stakeholders. It helps in identifying areas that need attention and
implementing measures to ensure a clean and inviting environment for visitors.

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The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the overall satisfaction levels of visitors regarding the level of maintenance at the
bridge. The findings indicate that 24.6% of the visitors were very satisfied, 17.5% were
somewhat satisfied, 50.9% expressed a neutral opinion, and a small percentage had varying
levels of dissatisfaction.

The high percentage of visitors who expressed a neutral opinion suggests that they did not have
strong positive or negative perceptions regarding the level of maintenance at the Nine Arch
Bridge. This could indicate that the maintenance of the bridge was average or that visitors did
not have any significant observations or concerns related to maintenance during their visit.

The presence of visitors who were somewhat satisfied indicates that a portion of the visitors
had a moderately positive perception of the maintenance at the bridge. They likely noticed
efforts made to upkeep the bridge but may have identified certain areas that could benefit from
further maintenance or improvement.

The relatively lower percentage of visitors who were very satisfied with the level of
maintenance suggests that there may be room for enhancement in terms of maintenance
practices at the Nine Arch Bridge. Visitors who were very satisfied likely observed a well-
maintained bridge, indicating that the destination has put effort into preserving the bridge's
structural integrity and aesthetic appeal.

Understanding the overall satisfaction levels regarding maintenance is important for

destination management and tourism stakeholders. It helps in evaluating the effectiveness of
maintenance practices, identifying areas for improvement, and ensuring that the bridge remains
an attractive and well-preserved landmark for visitors.

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The research on visitor satisfaction in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the overall satisfaction levels of visitors regarding their visit to the bridge. The
findings indicate that 52.6% of the visitors were very satisfied, 26.3% were somewhat satisfied,
19.3% expressed a neutral opinion, and a small percentage had varying levels of dissatisfaction.

The high percentage of visitors who were very satisfied indicates that a significant majority
had a highly positive experience during their visit to the Nine Arch Bridge. These visitors likely
enjoyed the natural beauty, architectural marvel, and overall ambiance of the bridge, resulting
in a high level of satisfaction with their visit. This positive satisfaction level suggests that the
destination offers a rewarding and memorable experience to its visitors.

The presence of visitors who were somewhat satisfied indicates that a notable proportion had
a generally positive experience but may have had some minor areas of improvement or
suggestions for enhancement. These visitors were overall content with their visit but may have
encountered certain aspects that could have been further improved to enhance their satisfaction.

The neutral response from 19.3% of the visitors suggests that they neither had strong positive
nor negative opinions about their overall visit to the bridge. This could indicate that their
experience was average or that they had a balanced perspective without any strong feelings of
satisfaction or dissatisfaction.

Understanding the overall satisfaction levels is crucial for destination management and tourism
stakeholders. It helps in assessing the success of the destination in meeting visitor expectations,
identifying areas for improvement, and enhancing the overall visitor experience.
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Experience

The research on visitor preferences in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the purposes of visitors' visits to the bridge. The findings indicate that visitors had
various reasons for visiting the Nine Arch Bridge. The purposes reported by visitors include
sightseeing (15.8%), photography (24.6%), nature walks (35.1%), picnics (14%), and other
reasons (10.5%).

The significant percentage of visitors indicating a purpose of nature walks suggests that a
substantial portion of visitors are drawn to the natural beauty surrounding the Nine Arch
Bridge. They may enjoy exploring the lush landscapes, taking leisurely strolls, and immersing
themselves in the serene environment of the area. This indicates that the bridge serves as a
gateway to experiencing the scenic beauty and tranquility of the surrounding nature.

The popularity of photography as a purpose highlights the aesthetic appeal and architectural
significance of the Nine Arch Bridge. Visitors seeking to capture memorable photographs are
attracted to the unique design, picturesque setting, and the opportunity to document their visit
through visuals. This indicates that the bridge serves as a visually appealing landmark and a
subject of interest for photography enthusiasts.

The presence of visitors indicating sightseeing and picnics as their purpose suggests that the
Nine Arch Bridge holds value as a tourist attraction, offering visitors the opportunity to observe
and appreciate its beauty and surrounding landscapes. Sightseers are likely interested in the
historical and cultural significance of the bridge, while those planning picnics enjoy the
combination of natural beauty and a suitable environment for leisure activities.

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The category of "other" purposes indicates that some visitors have diverse reasons for visiting
the Nine Arch Bridge, such as cultural exploration, personal interests, or specific activities not
captured by the given options. These visitors might have unique motivations that contribute to
the richness and diversity of experiences at the bridge.

Understanding the purposes of visitors' visits to the Nine Arch Bridge is essential for
destination management and tourism stakeholders. It helps in tailoring offerings, infrastructure,
and services to cater to the needs and preferences of different visitor segments. By recognizing
the primary reasons for visiting, destination managers can enhance visitor experiences, develop
targeted marketing strategies, and ensure that the bridge area meets the expectations and
demands of its diverse visitor base

The research on visitor behavior in the Nine Arch Bridge Ella area in Sri Lanka provides
insights into the duration of visitors' stays at the bridge. The findings indicate that visitors had
varying lengths of stay, with 22.8% staying for less than 1 hour, 45.6% staying for 1-2 hours,
12.3% staying for 2-3 hours, and 19.3% staying for more than 3 hours.

The high percentage of visitors staying for 1-2 hours suggests that this is the most common
duration of visit at the Nine Arch Bridge. Visitors likely allocate a significant portion of their
itinerary to exploring and experiencing the bridge and its surroundings. This duration allows
them to appreciate the beauty of the bridge, take photographs, and immerse themselves in the
ambiance of the area without rushing.

25
The presence of visitors staying for less than 1 hour indicates that a portion of visitors may be
on a tight schedule or have limited time to spend at the bridge. These visitors may be passing
through the area or including a brief stop at the bridge as part of a larger itinerary. Despite their
shorter stay, they still prioritize experiencing the bridge and its scenic surroundings.

The percentages of visitors staying for 2-3 hours, and more than 3 hours suggest that a
considerable number of visitors dedicate extended periods to their visit at the Nine Arch Bridge.
These visitors may have a specific interest in exploring the surrounding trails, engaging in
activities such as nature walks, or simply taking their time to fully appreciate the bridge and its
surrounding landscapes.

Understanding the duration of visitors' stays is valuable for destination management and
tourism stakeholders. It helps in managing visitor flow, optimizing infrastructure and services,
and developing suitable itineraries and experiences based on the expected duration of visit.
Additionally, it can aid in identifying opportunities to enhance visitor engagement and
encourage longer stays at the Nine Arch Bridge Ella area.

Positive Experiences:

Natural Beauty and Scenic Views: 95% of respondents mentioned the breathtaking beauty of
Ella, including the lush green landscapes, tea plantations, and stunning viewpoints.

Hiking and Outdoor Activities: 65% of respondents enjoyed the hiking trails and outdoor
activities available in Ella, such as the Ella Rock hike, Little Adam's Peak, and Nine Arch
Bridge.

Friendly Locals: 58% of respondents highlighted the warmth and friendliness of the local
people, who provided helpful information and made their stay more enjoyable.

Authentic Cultural Experience: 60% of respondents appreciated the opportunity to experience

Sri Lankan culture through interactions with locals, visits to tea factories, and trying local
cuisine.

The research revealed several positive aspects of the visitor experience at the Nine Arch Bridge.
Visitors particularly enjoyed the breathtaking views from the bridge, with the lush tea estates
and picturesque landscape creating a sense of tranquility and awe. The historical significance
of the bridge also fascinated tourists, as they appreciated the opportunity to witness and learn

26
about a relic from Sri Lanka's colonial past. Additionally, the sound of passing trains added a
unique charm to the experience, further enhancing visitor enjoyment.

Negative Experiences:

Lack of Infrastructure: 85% of respondents expressed concerns about inadequate infrastructure,

such as insufficient restroom facilities, limited waste management, the need for better signage
on trails and the need of drinking water facilities.

High Prices: 63% of respondents felt that certain goods and services in Ella, including
accommodations and food, were overpriced and also tuk tuk services are high price in nine
arch bridge area.

Overcrowding and Congestion: 67% of respondents mentioned that Ella nine arch bridge has
become increasingly crowded, especially during peak tourist seasons.

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Areas for Improvement:

Despite the overall positive sentiment, the research identified certain areas for improvement to
enhance visitor satisfaction. One prominent concern was overcrowding, especially during peak
tourist seasons. Many visitors reported difficulty finding suitable vantage points to fully
appreciate the bridge and surrounding scenery. This issue impacted the overall experience and
highlighted the need for crowd management strategies to optimize visitor enjoyment.

Furthermore, inadequate infrastructure and facilities were noted as areas requiring attention.
The lack of seating areas and restroom facilities diminished visitor comfort, causing
inconvenience during their visit. Several respondents also expressed concerns about the safety
measures near the tracks, indicating the need for improved signage and fencing to ensure visitor
well-being.

Recommendations:

Based on the findings, several recommendations can be made to enhance the consumer
experience and improve visitor satisfaction at the Nine Arch Bridge tourist attraction:

• Implement crowd management strategies during peak periods to minimize

overcrowding and ensure a more enjoyable experience for visitors.
• Improve infrastructure by providing additional seating areas and well-maintained
restroom facilities to enhance visitor comfort and convenience.
• Enhance safety measures by installing clear signage and appropriate fencing near the
tracks to ensure visitor safety and prevent accidents.
• Consider visitor education initiatives to provide historical and cultural context,
enhancing the overall appreciation and understanding of the Nine Arch Bridge.
• Collaborate with local communities to involve them in the tourism development
process, ensuring their perspectives are considered and addressing any potential
conflicts.

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Discussion:

The findings align with previous studies that emphasize the natural beauty, architectural appeal,
and historical significance of the Nine Arch Bridge as major factors driving visitor satisfaction.
The positive experiences reported by visitors validate the popularity and allure of the site.
However, the identified areas for improvement, such as overcrowding and inadequate facilities,
highlight the need for effective management and infrastructure development to maintain and
enhance visitor satisfaction. The recommendations provided aim to address the identified
issues and contribute to a more positive and fulfilling visitor experience. By implementing
these recommendations, the Nine Arch Bridge can continue to attract tourists, while also
ensuring the long-term sustainability and preservation of its cultural and natural heritage.

In conclusion, the findings indicate a high level of visitor satisfaction at the Nine Arch Bridge
tourist attraction in Sri Lanka. The positive experiences reported by visitors reflect the appeal
of the natural beauty and historical significance of the site. However, areas for improvement
such as overcrowding and inadequate facilities need to be addressed to optimize visitor
satisfaction. The recommendations provided offer actionable strategies to enhance the
consumer experience and ensure the continued success of the Nine Arch Bridge as a popular
tourist destination.

29
References
Ella.(2015).thrillophilia.com:
https://www.thrillophilia.com/cities/ella#:~:text=A%20quaint%20hamlet%20dotted%
20with%20lush%20green%20tea,mountain%20hikes%2C%20beautiful%20spice%20
gardens%20and%20stunning%20waterfalls.

G.N.A, J. (2016). A study on destination attriutes and attraction o international tourist in Ella
area. UWU eRepository.

Jackson. (2023). The nine arch bridge in Ella. Sri Lankan Ultimate guide .

Lanka, U. D. (2020). Ella Tourism Development Master Plan. Colombo: Sri Lankan Tourism
Development Authority .

S.P, G. (2015). Tourism Potential In Ella. Sunday Times, 1.

Y.C.Dantanarayana, Perera, T. N., Kandethanthri, K. G., & Premarathne, P. P. (2022).

Historical Deelopment of Arch bridges in Sri Lanka. University of Peradeniya.

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