Report on Importance of Advertising Destinations

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)