Tourism Promotion in Sri Lanka

This assignment delves into the crucial role of advertising and marketing in promoting tourism in Sri Lanka, specifically focusing on Kandy as a destination. It investigates the effectiveness of various advertising techniques, examines the impact of promotional campaigns on visitor arrivals, and analyzes the strategies employed by tour operators to market Sri Lanka's tourism offerings. The study also seeks to understand the influence of government initiatives on promoting the country as a tourist destination.

RESEARCH PROJECT

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Study Background............................................................................................................3
1.2 Rationale and research questions......................................................................................3
1.3 Aims and objectives.........................................................................................................4
1.4 Study approaches, Ethical issues and Limitations............................................................4
1.5 Case study of destination..................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
2.1 Introduction......................................................................................................................6
2.2 Usefulness of advertisement.............................................................................................6
2.3 Factors of advertisement...................................................................................................7
2.4 Impact of advertisements on productivity and profitability of Kandy from the perspective
of number of visitors............................................................................................................10
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................12
3.1 Research philosophy.......................................................................................................12
3.2 Research approaches and plan........................................................................................12
3.3 Data collection................................................................................................................14
3.4 Data Analyses.................................................................................................................15
CHAPTER 4: FINDING AND ANALYSES................................................................................16
4.1 Introduction....................................................................................................................16
4.2 Analyses of primary data................................................................................................17
4.3 Analyses of secondary data............................................................................................26
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................28
5.1 Conclusion......................................................................................................................28
5.2 Recommendations..........................................................................................................30
REFERENCE.................................................................................................................................32
APPENDIX....................................................................................................................................34
Questionnaire........................................................................................................................34
Interview...............................................................................................................................35

TITLE
“To identify impact of advertising in promoting destinations in travel and tourism in Sri
Lanka”: A case study on Kandy.
CHAPTER 1: INTRODUCTION
1.1 Study Background
Advertising and promoting destination is vital for increasing productivity and
profitability of tourism. However, it is considered as key requirement in tourism industry affect
marketability and competitive advantages. This report is to understand importance of advertising
destinations for Kandy in respect of attracting tourists on large scale. It is tourists destination of
Sri Lanka in which different places are for visiting and taking advantage of its natural beauty.
For example; Temple of Sacred Tooth Relic, Garrison Cemetery, Commonwealth War Cemetery
and so on for variety of people come for different purposes as education, research and
entertainment etc. In this regard, different elements of research project for understanding
increasing destination attractions for country's effectiveness. Including this, project planning
elements including cost incurred, time consumed and proper structure of the project can be
identified. Moreover, data collection methods for analysing tourists' attraction towards Kandy
will be introduced for which further decisions are made to improve its services. Along with this,
literature review and structure of project planning as well its outcomes can be determined with
the help of this assignment. Therefore, knowledge regarding advertising of tourist destination for
Kandy of Sri Lanka can be understood effectively.
1.2 Rationale and research questions
With the help of this project report, advertisement's impact on Kandy destination is
introduced. In accordance to this, significance and its approach can identify to enhance
profitability and marketability of the entity. However, different approaches used for data
collection and planning procedure for the project is to recognised (Perera, Priyan and Richard,
2013). In addition to this, actual position of destination in respect of achieving its tourist
destination is to understand. Therefore, different tools of project and increasing efficiency of
destination is to determined through this assignment.

Research questions:
 Explain usefulness of advertising tourist destination?
 How advertisements impact on productivity and profitability of Kandy from the
perspective of number of visitors?
 What are the different tools used in advertising of destination to encourage visitors at
most for visiting?
1.3 Aims and objectives
Aim
“To identify impact of advertising in promoting Kandy destination of Sri Lanka”.
Objectives:
 To understand usefulness of advertising tourist destination.
 To identify impact of advertisements on productivity and profitability of Kandy from the
perspective of number of visitors.
 To evaluate different tools used in advertising of destination to encourage visitors at most
for visiting.
 To recommend suggestions for advertising Kandy destination at maximum level for
country's effectiveness.
1.4 Study approaches, Ethical issues and Limitations
In the current study scholar will apply interpretivism philosophy. Apart from this data
will be collected from primary data collection sources. Individual will use questionnaire and
interview both techniques in order to collect factual information about subject matter. For
analyses of the data researcher will apply thematic analyses technique. It will support scholar in
presenting details in effective manner.
Researcher will take care of ethical aspects, individual will take prior permission from
higher authority of Kandy before conducting investigation on it. Furthermore, scholar in send
consent form to the respondent, once they give their positive concern then scholar will send them
questionnaire and when will conduct interview with them. Individual will not copy any material
from any site. Individual will read articles and will translate it into own language.

Researcher may face various issues. Limited time period is the major problem that can be
face by the scholar because to conduct study on a destination require much period of time.
Furthermore, lack of financial resources will be another limitation on this study.
1.5 Case study of destination
Kandy is tourist destination of Sri Lanka which is known for its natural beauty and
satisfying tourists on large scale with attractions. However, it is located in Central province and
was the last capital of the ancient kings' era of the country. Including this, there is different
sacred places like; Temple of Tooth Relic which is famous for worship and various people from
different countries of the world come. Moreover, it is spread over 28.53 kilometre square and
around 125000 people live in this city (Fernando, Bandara and Smith, 2017). Along with this,
destinations of the city are as Colombo Street, Kandyan terrain and down town which increases
its efficiency and demand for its places at maximum level. Likewise, its environment and climate
is also good which enhances its natural beauty at most. Therefore, Kandy is one of the most
attracted city of Sri Lanka liked by a million of visitors globally.
CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Current chapter will use literatures of other authors on the Kandy destination of Sri
Lanka. It will review their researches in order to answer the research questions.
Illustration 1: Kandy destination
(Source: Kandy destination of Sri Lanka,
2016).

2.2 Usefulness of advertisement
According to Krishnapillai and Wilson, (2014) advertisement is essential for encouraging
tourists to visit the destination and for increasing its profitability. It influences marketability and
competitiveness of destination related with country's effectiveness. Including this, advertisement
is considered as key component for encouraging tourists towards destination. It impacts on
profitability and order rank in comparison to other destinations. Along with this, it is effective
for increasing customer loyalty and profit level on larger scale. Similarly, tourists of different
countries of the world get aware with destination and visiting places. However, knowledge
regarding tourism and its importance for attracting people is determined. In addition to this,
market position of destination and influence of advertisement is identified for sustaining its
effectiveness and contributing in country's growth. Moreover, various ideas are generated for
using attractive tools and encouraging people at maximum level. Therefore, it is recognised that
advertisement is an effective tool for encouraging tourists and increasing profitability as well
market position of destination on large scale.
Illustration 2: benefits of advertisement
Source: (General provisions of
pharmaceutical marketing, 2017)
On the contrary to this, Reeves, Keir and Sivesan, (2017) argue that it is difficult to
attract tourist towards destination because of differences in their attitude and choices affect
demand negatively. Including this, imbalanced demand for tourist destination and monetary
position get affected adversely. Moreover, high cost on visiting charges and changes in
government policy of a country impact on demand for destination negatively. It affects economic
position of the nation as well employment opportunities negatively for which demand from

different countries' people get affected. However, it is needed to reduce these weaknesses and
attracting visitors on large scale for competitive advantages of the destination. Including this, it is
needed to analyse differences in culture of various countries of the world. Moreover, providing
destination in terms of advertising destination more effectively to attract tourists and encouraging
them for the destination. It will be beneficial for tourist destination to enhance customer loyalty,
profitability and market position more effectively. Thus, proper effectiveness of advertisement
can be identified for advertisement and increasing number of visitors impact on financial
development and effectiveness of the country.
2.3 Factors of advertisement
In opinion of Uduporuwa and Manawadu, (2015) advertisement can be done through
publicity, using social media and social networking platforms etc. Including this, contacting with
people from different countries can be effective to attract them on large scale for destination and
fulfilling their requirements in respect of education, research and entertainment. In addition to
this, advertisement can be done by social media and print media for attracting people of different
countries regarding tourist destination. Including this, market position of destination in
comparison to different countries' destination can be enhanced on larger scale affect profit level.
Besides this, appropriate ideas are generated for establishing and maintaining good relations with
customers impacts on marketability and competitiveness of the destination. Therefore, different
tools can be used for encouraging people and increasing its profitability at higher level.
Likewise, using advertisement tools in different contexts are able to influence people for visiting
the place and enjoy the destination effectively.

Illustration 3: Advertisement in Kandy
Source: (Kandy destination of Sri Lanka.
2016)

Illustration 4: factors that influence advertisement
Source: (General provisions of pharmaceutical marketing, 2017)
On the contrary to this, Ranasinghe, (2015) claims that due to changes in behaviour,
perception, choices, it is not easy to attract different countries' people for destination. Similarly,
sustaining market position in competitive market is also difficult for the destination affect
efficiency adversely. Including this, selecting the best and appropriate technique for
advertisement remain ineffective for encouraging people for destination. However, considering
each individual's different attraction factor is difficult for destination impacts on demand of it.
Moreover, differences in purposes for visiting destination are determined for which providing
services in accordance to their interests remain difficult. However, tourism destination position
and country's effectiveness impacted as well its profitability negatively. Thus, it is needed to
recognise different countries' culture and behaviour towards destination differently. It will be
helpful to satisfy them and increasing demand for visiting and other purposes of visitors on
larger scale.

2.4 Impact of advertisements on productivity and profitability of Kandy from the perspective of
number of visitors
As per the view of Uduporuwa and Manawadu, (2015) number of visitors gets increased
rapidly due to promotion of the destination. Statistical figures show that from 2014 to 2015 total
number of arrivals have been increased in the Kandy. Advertisement has positively affected Sri
Lanka, it has helped the nation in becoming the most trusted and growing tourism sport. In the
year 2015 approx 1.8m visitors have visited the Sri Lanka, it is 18% up as compare to previous
year records. On other hand in the year 2016 number of visitors increased in the nation and it has
reached to 2.2m. It is expected that due to effective advertisement and promotional opportunities
till 2020 4m visitors will come to Kandy definitely.
According to Ranasinghe, (2015) government is putting is hard efforts to increase
number of visitors in the Kandy.
Illustration 5: Total arrivals 2016-2017
Source: (Tourism Research and Statistics, 2017)
Statistical shows that in the year 2017 167.5 thousands visitors have come to this
location. In the year 2016 December this figure has reached to 224791. In September 2017 this
figure reached to 145077. Though it was below as compare to previous year because
advertisement were not that much effective. By this way consumers were moving towards other
locations. Kandy district is considered as one of the most attractive district in Sri Lanka. It has

become the second largest tourist destination. Promotional activities supported in increasing
foreign revenues in the nation. By this way government has become financially stronger. After
that they have invested much amount in development of infrastructure, construction,
transportation. It has given positive result to the nation, by this way productions and profitability
of the country has grown to great extent.
Illustration 6: Trends in tourist arrival
Source: (Travel News&Events, 2017)
Reeves, Keir and Sivesan, (2017) stated that advertisement and promotions have
negatively impact on the destination. It has just increased burden on the government authorities.
Continuously number of visitors were decreasing. It was because advertisement strategies of the
authorities were not appropriate. It was not giving clear detail about the location and its benefits.
It has demotivated the visitors and they change their plan to go to Kandy.

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Research philosophy
For research process, investigator is to use interpretivism approach in which all aspects
and interpretation of collected data is done. However, on conducting survey, the collected data
are analyses through interpretation and effectively. Therefore, for research on influence of using
advertisement tools for marketing Kandy destination of Sri Lanka is to be used. In this regard,
managers' views on the market position and significance of advertisement is identified in
interpretative form (Landt and Melville, 2013). For which, variety of ideas are generated
regarding further implementation and tools for increasing customer loyalty towards destination
on large scale.
3.2 Research approaches and plan
For data collection and analysing Kandy destination's managers' views on impact of
advertisement on promoting destination, different approaches are considered. Some of them can
be identified as mentioned below:
Different approaches are used for data collection such as; inductive, deductive, abductive
and so on. However, for data collection on identifying impact of advertisement in promoting
Kandy destination, inductive approach is to be used in which researcher is to ask questions with
its managers regarding advertisement significance on encouraging tourists for the destination
(Huang and et.al., 2013). It includes theories, tools and ideas for work upon the research and
analysing number of visitors' position for the destination.
Research plan
For project on understanding importance of advertising and promoting Kandy destination
of Sri Lanka, a systematic planning is created (Shishira, Kandasamy and Chandrasekaran, 2016).
For this purpose, tools included as cost, time frame all tasks, data collection etc.
Therefore, by implementing strategies as mentioned in time schedule will be effective
for project and analysing influence of advertisement on promotion of destination. However,
project can be succeed systematically as for accomplishing each task in specific determined time
(Gale and et.al., 2013). In addition to this, effective coordination among team member can be

identified for data collection, data analysis, generating ideas for increasing and sustaining
customers' attraction with Kandy destination of Sri Lanka.
Research design: In data collection process for analysing importance of advertisement for
promoting Kandy destination, researcher is to use descriptive design approach. It includes both
positive and negative aspects as critical evaluation on importance of advertisement for marketing
the destination (O'Leary, 2013). In this process, researcher is to collect positive and negative
factors for research process, data collection, risks may occur during project etc. Therefore,
structural framework is prepared for project including data collection, managers' views and
others.
This research project is valid for analysing usefulness of advertising and promoting
destination of Sri Lanka. However, research process and data collection will be in ethical
consideration affect efficiency of the destination (Krishnapillai and Wilson, 2014). Including
this, process of research, data collection and analysis is quite valid impact on advertisement for
destination of Sri Lanka and encouraging visitors for visiting the destination. Therefore, there is
validity of the project is recognised for analysing adverting tools for encouraging tourists to visit
Kandy.
In this research process, data collection and all process are to be real on which planning is
created to advertise Kandy destination of Sri Lanka. Including this, it is recognised that all data
collection and project are accurate for which decisions are made for advertising destination
affects country's effectiveness as well (Uduporuwa and Manawadu, 2015). However, collected
data is reliable and determines different ideas for implementation and remain effective for
success of project. Therefore, research process and all collected data is reliable affect market
position and competitiveness of Kandy destination of Sri Lanka in comparison to other
destinations of the world.

3.3 Data collection
Data collection is a process of collecting data and analysing impact of advertisement on
demand for destination in current time. It is done through using techniques as primary and
secondary data collection, quantitative and qualitative data collection methods as well. However,
it is needed to analyse visitors' views on Kandy destination in market and demand for it
(Ricciardi and et.al., 2015). For this purpose; data collection is done at primary and secondary
level can be described as:
Primary data collection: In this research method, information are gathered through
conducting survey, interview, direct questioning (Rajapakse, 2016). Therefore, actual market
position of the destination can identify for which different ideas are generated for enhance
satisfaction level of tourists at maximum level. Under primary data collection, used methods are
also included as qualitative and quantitative methods. In this regard, for qualitative data
Illustration 7: research onion
Source: (Understanding the research onion: an illustration, 2017)

collection, respondents' views, attitude and perception are identified generates idea for further
implementation and increasing demand for visiting destination as well. While, under quantitative
data collection method, respondents' views are recorded in quantitatively for analysing actual
market position and implementing further operations for the future time.
Secondary data collection: In this data collection method, data collected using ready and
materials like; article in newspaper, magazine, using social networking sites etc. Including this,
other competitive entities' business performance and market position can be identified generate
different ideas for implementing business operations. Besides this, it is helpful for increasing
marketability and competitiveness in comparison to other competitive entities (Speight and et.al.,
2016). Apart from this, reading articles of scholar regarding significance of advertisement on
promoting Kandy destination can be identified. Therefore, secondary data collection method is
also essential for generating ideas regarding business performance and increasing its
performance at higher level.
However, for this data collection regarding visitors' views on Kandy destination,
researcher is to conduct survey with 60 customers. Therefore, different ideas can be generated
for effectiveness of tourist destination and improving its efficiency (Fernando, Bandara and
Smith, 2017).
3.4 Data Analyses
For analysing the data scholar will take support of thematic analyses technique it will
help the researcher in carry out investigation and finding results in effective way. Charts ad
graphs will support scholar in completing the research project in accurate manner.
It is justified that all collected information are true as interview and questionnaire is
conducted with managers of Kandy tourism destination. However, true opinion of respondents
are determined for understanding influence of advertisement on promoting destination. In this
regard, various ideas are generated for encouraging people according to their interests and
requirements. However, data collection and thematic analysis of the collected data is justified for
which demand for destination for which actual impact position of number of visitors for
advertising is determined. In addition to this, it is also justified that market position and
advertising manner for Kandy destination is quite effective can be effective and increased at
most in the future time. Therefore, collected data is justified in respect on analysing influence of

advertisement tools for promoting destination in global market (Speight and et.al., 2016). For
collecting relevant information on this topic and analysing the data researcher will require
several resources. These are as following: Human resource: It is considered as one of the most
important part of research project. Scholar will require human resource for gathering primary
information about impact of advertisement on promotion of tourist destinations. Scholar will
collect information through questionnaire technique. For that individual will have to involve tour
operators in this investigation. They can give good detail about impact of advertisement in
promoting the tourist destination (Landt and Melville, 2013). By this way scholar will be able to
get results and will be able to meet with the objectives. Financial resource: This is considered as
another most important part of research project, without having sufficient financial resources
individual will not be able to conduct the study in effective manner. Researcher will require
money for using software of data analysis, individual will also need money to collect
information, take permission from higher authority to conduct the investigation on the subject
matter. With the help of adequate economic resource's researcher will be able to meet with the
objective and will be able to find real results. This will help in knowing the real impact of
advertisement on tourist destination's promotion. Technological resource: It is another part of
research project which plays significant role in the investigation. For analysing the data and
recording of data scholar will have to use advance software (Ricciardi and et.al., 2015). These
technical resources will support the researcher in analysing the information in effective manner
and meeting with the real objective of the study.
CHAPTER 4: FINDING AND ANALYSES
4.1 Introduction
Current chapter will analyse all data that have been collected from primary and secondary
data collection sources. It will individually interpret the all information by using suitable graphs
and charts.
4.2 Analyses of primary data
For analysing impact of advertisement in promoting destination in travel and tourism of Kandy
destination, researcher conducts survey with 10 managers of the destination. In this process, he
selects them randomly and asks variety of questions for data collection (Speight and et.al., 2016).
Therefore, impact of using advertising techniques for promotion of the destination can be

identified. However, collected data can be identified in thematic analytical form as understood
below:
Theme 1: Customers use internet before planning their holiday
yes 6
No 4
Interpretation: At first, researcher asks that customers use internet before their holiday
plan or participating in tourism plan for Kandy. It is interpreted that 6 out of 10 responds yes also
express that tourists access their sites for holiday plan and number of viewers also remain wide
in range. It influences profitability and market position of destination of Kandy for which
demand for it get increases on larger scale. Similarly, remaining 4 says no customer uses internet
before holiday which is required to consider and work upon it for further years. Therefore, it is
analysed that online marketing for Kandy destination is quite effective as well customers visit the
site on large scale affect visitors' number for destination.
Theme 2: Marketing can help in increasing travel business of destination
yes No
0
1
2
3
4
5
6
6
4
Column B
Illustration 8: Opinion of respondents on tourists use internet before planning their holiday

Strongly agree 4
Agree 3
Disagree 2
Strongly disagree 1
Interpretation: In this research, investigator asks about significance of advertisement for
promotion of travel destination of Kandy. In this regard, it is determined that 4 out of 10
managers are strongly agreed with the statement that advertisement is key component for
promotion and encouraging customers towards destination. However, 3 are satisfied with
advertisement technique for promoting destination for attracting tourists on large scale.
Therefore, it is recognised on the view managers that advertisement plays as key role in
promoting destination and encouraging tourists for it at maximum level. In influences income
earning and market sustainability in competitive market in comparison to other destination of
different countries of the world. Thus, advertisement is key tool for increasing visitors' number
for destination effectively.
Theme 3: Sri Lanka has its travel website
Strongly agree
Agree
Disagree
Strongly disagree
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
4
3
2
1
Column B
Illustration 9: Advertisement as key role for promoting travel destination

Yes 7
No 3
Interpretation: Under this research, managers' views on advertising destination is to be
recognised. As researcher asks that in which extent government of Sri Lanka promotes Kandy
destination affect economy and employment sector of the country. It is determined that 7
respondents respond that it has its own website. Thus, authorities respond that for promoting
destination of Kandy, government plays effective role also impact on its economy and
employment sector efficiently.
Theme 4: Influence of advertisement on tourism industry of Sri Lanka
yes 6
No 4

Interpretation: Here, collected data is presented in bie chart where blue represents as
positive and orange for negative responds of managers on advertisement impact on tourism
industry of Sri Lanka. However, 6 are agreed with the statement that 'yes' it plays effective role
in promoting people for destination. For which, demand for visiting get increased as well
efficiency of tourism sector of the country. However, positive impact on tourism sector of the
nation is determined for promoting destination. It is linked with economic and employment
sector of Sri Lanka increasingly. Therefore, promoting people for destination emerges increasing
in monetary position in tourism sector efficiently.
Theme 5: Benefits of advertising tourist destination
Increasing foreign earning 4
Spread culture of the country across the world 3
6
4
yes
No
Illustration 10: Influence of advertisement on tourism industry of Sri Lanka

Increase employment opportunities 2
Others 1
Interpretation: It is interpretation for understanding benefits of tourist destination in Sri
Lanka and on its effectiveness. For which, 4 out of 10 respond that for providing destination,
earning from foreign countries get increased however number of visitors from different countries
of the world come for Kandy destination in wide range. Likewise, 3 express their views that it
spreads culture of country globally also impact on its socio-economic environmental factor.
However, 2 of them says advertising for destination is benefited for enhancing employment
opportunities at most affect country's development in terms of economy and other sectors.
Hence, it is identified that promoting destination impact on effectiveness of Sri Lanka at
maximum also able to sustain its position in global market in comparison to destination of other
countries.
Increasing foreign earning
Spread culture of the country across the world
Increase employment opportunities
Others
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
4
3
2
1
Column B
Illustration 11: Benefits of advertising tourist destination

Theme 6: Destination advertisement impact on profitability and growth of Kandy
Strongly agree 4
Agree 3
Disagree 2
Strongly disagree 1

Interpretation: This interpretation is for understanding impact of destination
advertisement on profit earning capacity and development of Kandy tourism destination.
However, 4 out of total respondents are strongly agreed with the statement as well also express
their views that income earning get enhanced influences number of visitors and efficiency of the
country. Including this, agreed managers on the advertisement impact on profitability of Sri
Lanka also expressed that it increases different countries' people get encouraged for visiting
Kandy destination and earning get increased at higher level. Therefore, profitability and
development of Kandy is determined at maximum level in terms of satisfying tourists with
determination and fulfilling their requirements.
Theme 7: Increase in number of visitors after promotion of the location
Below 10% 2
Between 20-35% 7
More than 40% 1
Strongly agree Agree Disagree Strongly disagree
0
0.5
1
1.5
2
2.5
3
3.5
4
4
3
2
1
Column B
Illustration 12: Destination advertisement impact on profitability and growth of Kandy

Interpretation: From the above discussion it is analysed that after promotion of the location
number of the visitors have increased in the Kandy. 2 out of 10 respondents have viewed that
there is below 10% increment in number of visitors. On other hand 7 out of 10 answers have said
that there is 20-35% increment in number of visitors. On other hand 1 participation have said that
there is more than 40% visitors arrivals have been increased. From the discussion it can be
interpreted that promotional strategies have impact positively because due to this 20-35% visitors
have been increased in the destination.
Theme 8: The best way to advertise tour package for promoting destination
TV advertisement 3
Social media advertisement 5
Print media 2
other 0

Interpretation: This interpretation is presented in bie graph for identifying the best
manner to advertise tour package for advertising Kandy destination and encouraging tourists at
most. In this bar graph, blue represents for social media and orange for print media. However,
50% respondents out of the total 10 express that social media is better advertisement tool for
attracting people using social networking sites, news channels, media and so on. Therefore,
tourists of different countries get influenced for visiting the destination and increasing number of
visitors impacts on income earning and profitability of the destination at high level. Including
this, 2 express that print media tool is better than social media for advertising and encouraging
people for destination. Therefore, advertisement of destination can be done through social and
print media impacts on demand for destination from different counties and encouraging people
for destination on large scale.
Theme 9: Tour operators' marketing plan for promoting the destination
Yes 4
No 5
Not Sure 1

Interpretation: In this research and data collection process, researcher asks about tour
operators' c specific plan for advertisement and promoting Kandy destination of Sri Lanka
worldwide. In this regard, 50% says no specific plan for marketing because implementing
normal plan as analysing market structure and promoting destination according to different
countries' culture and social system get effected at most. While, 4 out of 10 express that a
specific plan is created for marketing of destination and promoting tourists on large scale.
Therefore, it is observed that promoting destination in accordance to different countries' tourists'
interest is effective for increasing number of visitors and profitability of the country.
4.3 Analyses of secondary data
Theme 1: use of internet for planning travel
Interviewee A has replied that yes they defiantly use internet, it helps them in identifying
the situation of particular country. They book their tickets accordingly. On other hand
interviewee B has answered that no there is no need to use internet. They give payment to travel
operators and they arrange all facilities for them.
Theme 2: Marketing role in promotion of country
Interviewee A has answered that marketing does not play any role in promoting the
country. Travellers get information from their friends and relatives. This influence their mind
Yes
No
Not Sure
0 1 2 3 4 5 6
Column B
Illustration 13: Tour operators' marketing plan for promoting the destination

and they plan to go to particular place. On other hand interviewee B has answered that marketing
plays significant role in the promotion of country. Through social media people get to know
attractive points of particular place and they make their mind to go there.
Theme 3: Sri Lanka can be the tourist destination from the point of view of visitors
Interviewee A has answered that no Sri Lanka is the political unstable country, it can not
be priority of tourists from the holiday purpose. On other hand respondent B has replied that yes
it can be the best travel location because there are many historical places, attractive points which
attract more people towards the destination.
Theme 4: Factors consider by the person while planning travel to any location
Interviewee A has answered to this interview question that seasonal condition and
security of the destination influence the mind of people and they make plan accordingly. On
other hand interviewee B has answered that culture, attractive points and visa policy are the
major factors which impact on the mind of consumers.
Theme 5: Impact of promotion in tourism of Sri Lanka
Interviewee A has replied that promotion impact on the tourism of Sri Lanka, it helps in
changing mind of travellers and it makes people positive towards the location. On other hand
interviewee B has answered that no it does not impact a lot because due to promotions
miscommunication gets increased.
Theme 6: Negative impact of promotion
Interviewee A has answered that yes it has negative effects because due to use of wrong
image and words can create complication. It can hurt cultural feelings as well by this way people
will not take interest to go to particular place. On other and interviewee B also said that yes it
impacts negative as well because if proper norms are not being followed then it can create
miscommunication issues.
Theme 7: Government strategies to promote Sri Lanka
Interviewee A has said that government has developed its own website where travellers
can get all information related to accommodation, transportation, visa norms etc. On other hand
interviewee B has answered that government is using social networking sites in order to promote
culture of company across the world.
Theme 8: Best way to promote Sri Lanka as tourist destination

Interviewee A has answered that use of social sites is the best way, by this way attractive
points, historical backgrounds of the destination can be spread quickly across the world. On other
hand interviewee B has replied that organize international games in the country is the best way
through which authorities can gain attention of mass audience and can enhance tourism business
of the destination.
CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
It is concluded that advertisement plays crucial role for promoting Kandy destination of
Sri Lanka. In this regard, research project and related tools including data collection, analysing
actual position of destination in global market has been understood. The objective of the study
was to analyses significance of advertisement. In this respect to that it can be concluded that
However, destination's managers' views on significance of advertisement is recognised for
encouraging tourists of different countries of the world. In accordance to this, managers responds
that advertisement is key factor for increasing tourism, economic and employment sector of the
country. Moreover, it is effective for sustaining market position of destination in comparison to
other countries' destinations. Therefore, importance of advertisement is determined in context to
marketing, profitability and competitiveness of destination in this assignment. Along with this,
different approaches used for research project and result as findings on collected data has been
determined. Thus, it is recognised that advertisement of Kandy tourism destination impacts on
tourists' attraction and country's effectiveness at maximum level.
Another objective of the study was impact of promotion on productivity and profitability.
It has been analysed that number of visitors get increased in the detonation after promotion of the
destination. Thus, it can be summarized that if advertisement and promotional strategies are
effective then it can help in increasing number of visitors in the country.
However, researcher prepares a questionnaire consists of list of questions regarding its
significance and impact on economic position of Sri Lanka (Huang and et.al., 2013). It is
analysed that most of the respondents give positive respond on promotion of destination for
encouraging tourists of different countries of the world. Moreover, it is resulted that using
advertisement tools are effective for increasing income earning level and profitability of Kandy
destination. For this purpose, social media is more useful in comparison to print media also
influences profitability and market position of the destination. Including this, it is evaluated that

demand for visiting destination get increased also impact on customer loyalty with destination
and its profit level.
Along with this, managers respond that government of Sri Lanka also interferes in
advertisement for promoting destination. Besides this, increasing demand for destination impact
on tourism industry of the country at higher level. In addition to this, employment opportunities
get increased on large scale affect number of visitors for destination and its profit level. Apart
from this, respondents also express their opinion that increasing income from foreign countries is
determined at the highest level through destination (Landt and Melville, 2013). Accordingly,
development of country is recognised in context to economy and employment sector as well
good relations are establishes with other countries of the world. Likewise, for analysing tour
operators' specific planing for advertisement and promoting destination, it is identified that
specific planning is created for the marketing. For example; analysing different countries' culture
and visitors purpose for destination. Therefore, different ideas are generated for advertisement
and promoting Kandy destination to encourage people for it at most.
Objective of the study was to evaluate different tools of advertisement, it ha can be
concluded that social media is considered as best tool through which promotion can be
effectively. It supports in developing relationship with travellers and making them aware with
the attractive point and other benefit of destination. This helps in turning mind of visitors.
The research is based on understanding influence of advertisement for promoting Kandy
destination of Sri Lanka. For this purpose, effective planning procedure is followed on as
analysing destination's managers' views on it. Thereby, significance of advertisement is analysed
as also its impact on number of visitors, most effective technique for advertisement and so on. In
this process, researcher conducts survey with 10 different departments' manager of the
destination with the help of questionnaire and asking questions to them regarding advertisement
influence for encouraging tourists towards destination. Likewise, it is analysed that most of them
give positive respond on this topic also able to create specific plan for advertisement more
effectively impact on increasing number of visitors (Rajapakse, 2016). Moreover, it also impacts
on profitability and market position in comparison to other countries' destination. In accordance
to this, it is identified that Kandy tourism destination is effective for attracting tourists of the
world. As large number of people come for visiting Temple of Sacred Tooth Relic, Garrison
Cemetery, Commonwealth War Cemetery and so on. It influences on profit level of destination

on large scale related with attraction of tourists visit for different purposes as education, research,
entertainment etc.
Thus, positive responds are identified on advertisement impact for promoting destination
also linked with demand for visiting and tourists' satisfaction level with it. In addition to this,
several ideas are generated for specific planning for further years and increasing customer
loyalty towards destination. In addition to this, for data collection process, researcher used
inductive approach, interpretitive philosophy and descriptive structural framework. For which,
critical evaluation on promotion of destination using advertisement tools is created. Including
this, secondary data collection is used done as of identifying different authors' views on
usefulness of advertisement for promoting destination and encouraging tourists for Kandy. Along
with this, government's interference in advertisement as well impact of promoting tourist on
economic and employment sector of Sri Lanka has been understood in this research (Fernando,
Bandara and Smith, 2017). Besides this, justification on collected data and variety of tools are
determined for attracting visitors and maintaining their interest with destination is identified.
Therefore, project planning and significance of advertisement for promoting destination is
identified impact on country's economic development and employment opportunities as well.
5.2 Recommendations
From the above study it is found that Kandy is currently facing issues because tourism
business is unable to perform their work effectively. The main reason of this problem, is that
people are not taking much interest on coming to the Kandy for holiday. There are various ways
through which overall business of tour operators can be encouraged. These are as following:
 Government should develop its own website. In this website authorities need to give
image of attractive points, hotels and transportation facility. It will help in attracting new
consumers towards the location and people will take interest in going there for holiday.
Apart from this culture, political situation, security benefits need to be maintained in this
benefit. It will help in influencing their mind.
 Government should make easy visa policy and should change its foreign exchange
currency rates. It will help for the travellers in planning the travel within their budget. By
this way more people will take interest to go in such location.

REFERENCE
Books and Journal
Fernando, S., Bandara, J.S. and Smith, C., 2017. Tourism in Sri Lanka. The Routledge Handbook
of Tourism in Asia. 67(4). pp.394.
Gale, N. and et.al., 2013. Using the framework method for the analysis of qualitative data in
multi-disciplinary health research. BMC medical research methodology. 13(1). p.117.
Huang, X.H. and et.al., 2013. Researches on drought resistance of mulberry trees applied to
vegetation recovery engineering in Chongqing Section of the Jialing River Basin, China.
In Applied Mechanics and Materials. 89(6). pp.207-213.
Krishnapillai, N. and Wilson Wijeratnam, R.S., 2014. First Report of Colletotrichum asianum
causing anthracnose on Willard mangoes in Sri Lanka. New Disease Reports. 67(1).
pp.2044-0588.
Landt, J. and Melville, M.G., 2013. Secondary data channels in RFID systems. 78(5). pp.431-
433.
O'Leary, Z., 2013. The essential guide to doing your research project. Sage.
Perera, Priyan, and Richard Vlosky. 2013. "How Previous Visits Shape Trip Quality, Perceived
Value, Satisfaction, and Future Behavioral Intentions: The Case of Forest-Based
Ecotourism in Sri Lanka." International Journal of Sport Management, Recreation &
Tourism. 78(5). pp.56-78.
Rajapakse, R.P.C.R., 2016. The Relationship between Foreign Direct Investment and Tourism
Development: Evidence from Sri Lanka. International Journal of Research in Economics
and Social Sciences. 67(50). pp.183-193.
Ranasinghe, R., 2015. Strategic myopia of tourism development in Sri Lanka: A critique.
International Journal of Multidisciplinary Research and Development. 7(2). pp.604-609.
Reeves, Keir, and Sivesan Sivanandamoorthy. 2017. "Tourism, history, identity, and community
resilience in the world heritage city of Kandy, Sri Lanka." Tourism, Resilience and
Sustainability, Adapting to Social, Political and Economic Change. UK: Routledge.
89(5). pp.67-78.

Ricciardi, P. and et.al., 2015. Sound quality indicators for urban places in Paris cross-validated
by Milan data. The Journal of the Acoustical Society of America. 132(4). pp.2337-2348.
Shishira, S.R., Kandasamy, A. and Chandrasekaran, K., 2016, July. RSim: Routing simulator for
analyzing the performance of routing algorithms in a network. In Applied and Theoretical
Computing and Communication Technology (iCATccT), 2016 2nd International
Conference on. 789(5). pp.355-358.
Speight, J. and et.al., 2016. Characterizing problematic hypoglycaemia: iterative design and
preliminary psychometric validation of the Hypoglycaemia Awareness Questionnaire
(HypoA‐Q). Diabetic Medicine. 33(3). pp.376-385.
Uduporuwa, R.J.M. and Manawadu, L., 2015. Identification of Occupation Clustering in Kandy
City, Sri Lanka. International Journal for Innovation Education and Research. 8(3).
pp.90-99.
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<https://www.thrillophilia.com/places-to-visit-in-kandy>. [Accessed on 18th October
2017].
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<http://www.sltda.lk/statistics>
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pharm/prov_pharm/ptn/Management%20and%20marketing%20in%20pharmacy/4/
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methodology.html>

APPENDIX
Questionnaire
Name
Age
Gender
Does customers use internet before planning their holiday?
 Yes
 No
Do you think that marketing can help in increasing travel business?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you think that advertisement can promote travel destination Kandy?
 Strongly agree
 Agree
 Disagree
 Agree
Does government of Sri lanka advertise its tourist destination for attracting more visitors towards
the location?
 To great extent
 To some extent
 Never
Does Sri Lanka has its travel website?
 Yes
 No
Does advertisement impact on tourism business of the country?
 Yes
 No
What is the major benefit of advertising Tourist destination?
 Increasing foreign earning

 Spread culture of the country across the world
 Increase employment opportunities
 Others
How many visitors have been increased after promotion of the destination?
 Below 10%
 Between 20-35%
 More than 40%
Do you think that travel destination advertisement impact on profitability and growth of Kandy?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
What is the best way to advertise the tour packages of company to promote the destination of Sri
Lanka?
 TV advertisement
 Social media advertisement
 Print media
 other
Does tour operators of the Sri Lanka has specific marketing plan?
 Yes
 No
 Not sure
Interview questions
Interview
 Have you used internet for planning travel?
 Does marketing plays any role in promotion of country?
 Do you think that Sri Lanka can be the tourist destination from the point of view of
visitors?
 What factors consider by the person while planning travel to any location?