Impact of Advertising on Kandy Tourism: A Sri Lanka Case Study

This research project examines the impact of advertising on the tourism industry in Kandy, Sri Lanka. The study begins with an introduction to the importance of advertising in promoting destinations, followed by a review of existing literature on the usefulness and factors of advertising. The research methodology includes an interpretivism philosophy, primary data collection through questionnaires and interviews, and thematic analysis. The findings are presented in the context of Kandy as a key tourist destination, analyzing the impact of advertising on visitor numbers, productivity, and profitability. The project concludes with recommendations for enhancing advertising strategies to maximize the effectiveness of tourism promotion in Kandy, supported by statistical data on visitor trends. This project aims to understand how advertising can be used to increase tourist visits to Kandy and consequently boost the region's economic position.

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