ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 2
Sri Lanka....
is an island of no great size, yet it has an extraordinary number of facets.
As Sir Arthur C Clarke remarked: "The Island of Sri Lanka is a small universe; it
contains as many variations of culture, scenery, and climate as some countries a
dozen times its size . . . I find it hard to believe that there is any country which
scores so highly in all departments - which has so many advantages and so few
disadvantages."
Lovely beaches, beautiful landscapes, impressive ruins, a vibrant culture and
charming people. – no wonder Sri Lanka is a small miracle.
Quoted from a Windi Tours website-http://www.windtoursonline.com/
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 3
Table of Contents Page
TASK 01....................................................................................................................................03
1.1 Introduction..............................................................................................................03
1.2 Identification of the Emerging Themes....................................................................03
1.3 List of Abbreviations and Acronyms........................................................................03
1.4 Summery Table of Secondary and Primary Sources................................................04
TASK 02....................................................................................................................................08
2.1 Climate Change and the Impact on the Consumer Behaviour
of Sri Lanka Tourism…………………………………………………………………..08
2.2 Abstract.....................................................................................................................08
2.3 Introduction...............................................................................................................09
2.4 The Importance of Recoding the Influence of Climate Change on
the Sri Lanka Tourism Industry......................................................................................11
2.5 The Changes to the Consumer Behaviour due to Climate change
in the Sri Lanka Tourism Industry.................................................................................14
2.6 Methodology.............................................................................................................14
2.7 Findings.....................................................................................................................14
2.8 Strategic marketing Activity to be conducted in response to this Change................19
2.9 Changes required to the Marketing Professionals in order to respond
the Marketing Development Strategy.............................................................................23
2.1.1 Conclusion.............................................................................................................24
TASK 03……………………………………………………………………………………....25
3.1 Letter to the Conference Organizer...........................................................................25
3.2 References.................................................................................................................27
3.3 Appendix...................................................................................................................30
3.4 Appendix 01: Sri Lanka Tourism Industry Background...........................................30
3.5 Appendix 02: CIM Statement...................................................................................31
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 4
TASK 01
1.1 Introduction
1.2 Identification of Emerging Themes
Located in the centre of the Indian Ocean, the island of Sri Lanka appears to be far away from
the rest of the world. Nevertheless, climate change is really a phenomenon which has an effect
on all of us. The United States (U.S) Environmental Protection Agency (EPA) (2009, p.3)
identifies climate change as “any distinct change in measures of climate lasting for a long
period of time. In simple terms, climate change indicates significant changes in temperature,
rainfall, snow, or wind patterns sustained for many years or longer” (Global Majority E-
Journal, Vol. 1, No. 1 (June 2010), pp. 4-16)
Sri Lanka has usually been a tourist getaway. In past times, because of its ideal location, Sri
Lanka drawn numerous merchants and tourists. Its originality and size gained it the label
‘Taprobane’ and ‘The pearl of the Indian ocean’. However the fact is that at the present time
Sri Lanka Tourism Industry has got to experience the impact of the Climate Change.
This assignment appears in to some key macro level alternation in the ecological environment
of the Sri Lanka Tourism Industry which is Climate Change.
Numerous Primary and Secondary resources were referenced to be able to develop and
understanding and basic groundwork for this assignment with regard to Climate Change and
Sri Lanka Tourism.
1.3 List of Abbreviations and Acronyms
WTO – World Tourism Organization
UNFCCC- United Nations Framework Convention on Climate Change
UNWTO – United Nations World Tourism Organization
SLTPB – Sri Lanka Tourism Promotion Bureau
SLTDA – Sri Lanka Tourism Development Authority
SCA – Sustainable Competitive Advantage
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Climate Change and Sri Lanka Tourism
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1.4 Summery Tables of Primary & Secondary Sources
Table 01: Primary Sources
Names and
Designations
of Sources
Method and
Information
Collected
Credibi
lity
1-100%
Reliab
ility
1-
100%
Merit
1-
100%
Total
H/M/
L
Justification
Dr. B.M.S
Batagoda
Board
member
SLTB
F2F Interview
An effect of climate
change to the Sri
Lankan Tourism
Industry was
collected.
95% 92% 90% Very
High
He is a key
decision maker
and opinion
leader in the Sri
Lanka Tourism
Industry.
Mr.Hiran
Coorey
Environment
al Consultant
to Jetwing
Hotels Ltd.
F2F Interview
In order to
understand and
obtain a foundation
of climate change
and its impact on the
tourism industry
80% 85% 90% H He has a sound
knowledge on
environmental
impacts on
tourism
industry
Dr. Nalaka
Godahewa
Project
Manager
SLTDA
F2F Interview
The adaptation
strategies, activities
and projects
conducted by Sri
Lanka tourism in
order to reduce
climate change.
75% 88% 92% H He has a
working
experience on
minimizing
impacts of
climate change
on tourism
industry
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 6
Ms. Thushara
Gunasekara
Climate
Change
Project
manager
British
Council
Over the phone
Interviews & email
Shared statistics,
some information
and power point
presentation of
impact of climate
change
65%
72%
75%
M
She manages
the project
conducted by
British Council
on Climate
Change.
Sample of
Tourists
F2F Interviews and
Questions asked
through Social
Media
Tourists attitude
towards the Sri
Lanka Tourism and
impacts of climate
change
60% 65% 70% M There is
moderate
credibility and
reliability of
information
due to bias and
false
information
Table 02: Key Secondary Sources
Names and
Designations of
Sources
Method and Information
Collected
Cred
ibilit
y
1-
100%
Reli
abilit
y
1-
100%
Meri
t
1-
100%
Total
H/M/
L
Justification
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 7
Secondary Sources- Reports
Berrittella, M.,
Bigano, A.,
Roson, R., &
Tol, R. (2006).
A general
equilibrium
analysis of
climate
change impacts
on tourism.
This article has outlined
each and every aspect
strongly related the result
of climate change.
90% 90% 95% Very
High
This has most
of information
of climate
change impact
on tourism
Secondary Sources- Research
Basnayake, B.
R. S. B; K. R.
Abjhyasinghe;
W. L
Sumathipala;
(2007) Climate
Change in Sri
Lanka:
This research has
explained the climate
change impacts,
adaptation and mitigation
proceedings
90% 95% 95% VH This has most
reliable
information
and statistics
of climate
change
impacts
Secondary Sources – Articles
Alwis, Ajith
(2004) “Sri
Lanka: Its
Tourism
Industry and
Challenges in
the Face of
Climate
Change
This article has discussed
the challenges in the face
of climate change
towards the tourism
industry
70% 85% 70% M This article
reliable to a
moderate
extent
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Climate Change and Sri Lanka Tourism
Page 8
Secondary Sources- Journals
Amelung, B.,
Nicholls, S. &
Viner, D. (2007).
(McKercher
2010). Implications of
global climate
change for
tourism
flows and
seasonality.
This research indicates
the implications of global
climate change and how
tourism industry changes
according to the effects
of the climate change.
82% 80% 8% M Since it is a
journal it has
some research
findings, so it
is reliable to
moderate
extent
Peeters, P.,
Gössling, S. &
Becken, S. 2007.
Innovation
towards tourism
sustainability:
climate
change and
aviation.
International
Journal of
Innovation and
Sustainable
Development,
1(3):
pp184-200.
This journal states how
tourism industry survives
under effects of climate
change through the
sustainable management
and it indicates the
innovation towards the
sustainable tourism.
78% 80% 85% M This also has
moderate
reliability.
Secondary Sources-Others
News Paper
Articles
These articles has many
different views and
information on the Sri
Lanka tourism and
climate change
50% 45% 45% L This has low
credibility as
it was written
by based on
views,
thoughts and
visual
observations
of people.
WORD COUNT: Task 01- TABLE (Excluding titles & names of the sources & headings)-512
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 9
TASK 02: Discussion Paper
2.1 Climate Change and the Impact on the Consumer Behavior of Sri Lanka
Tourism
2.2 Abstract
This report examines the affects of climate change on Sri Lanka Tourism Industry, mainly
concentrating on the alterations on consumer behaviour. It identifies that climate change is
really a multidimensional trend which doesn't only affect the environment and also Sri Lanka’s
tourist industry and economy. This paper gives a literature review as well as some empirical
background on Sri Lanka tourism and affects of climate change in Sri Lanka’s possibilities to
achieving for this global trend by way of mitigation and adaptation will be also addressed in
brief.
Paper Type – Discussion Paper
Key Words – Sri Lanka Tourism, Climate Change, Consumer Behaviour, Sustainable Tourism,
Green Tourism
Word Count: Task 02-Abstract-88
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 10
2.3 Introduction
Featuring its conventional utilization of natural resources and climate-based actions, tourism is
regarded as an extremely climate-sensitive economic field much like agriculture, insurance,
energy, and transport. (Amelung, B., Nicholls, S. & Viner, D. 2007). Climate change is not
really regarded as an imprecise long term event for tourism, since it's diverse influences have
become much more apparent at locations across the world consequently, climate change
presently impacting on in decision making this global market. You will discover several broad
types of climate change influences which will impact tourism destinations, their competition,
strength and durability. (Alwis et al., 2004)
Wt is climat chng
The interrelationships among tourism, improvement and climate change are showing a
substantial coverage predicament for a lot of nations and organizations. Climate change is
really a crucial development matter though tourism has possibility to bring about economic
advancement and it is recognized as a possible way of poverty reduction(e.g. United Nations
World Tourism Organization) Nevertheless, tourism also each plays a role in and it is highly
impacted by climate change, resulting in substantial challenges regarding its management and
legislation and long-term improvement prospects (UNWTO-United Nations Environment
Programme [UNEP]-World Meteorological Organization [WMO] 2008). (Peeters, P.,
Gössling, S. & Becken, S. 2007).
Tourism…..
"Traveling to and staying in places outside their usual environment for not more
than one consecutive year for leisure, business and other purposes".
-Quoted from a UNWTO-
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 11
Climate is a key source for tourism. It co-determines the appropriateness of destinations for an
array of tourist activities, is really a major driver of seasonality in international tourism demand
and possesses an essential impact on functioning expenses, for example heating-cooling,
snowmaking, irrigation, food and water supply, along with insurance expenses. Therefore,
alterations in the length and quality of climate based travel seasons (e.g. sun-and-sea or winter
sports holidays) might have substantial inference for competing destination so the possibility of
tourism enterprises. (McKercher et al., 2010). Issues associated with tourists ‘climate choices
and destination respect need focus when the effects for the geographic and seasonal
distribution of visitor moves can be predicted. (Kachel & Jennings (2010, p. 131)
Figure 01: Impacts of Climate Change1
1Google Images
Climate Change……
“A change of climate which is attributed directly or indirectly to human activity that
alters the composition of the global atmosphere and which is in addition to natural
climate variability observed over comparable time periods.”
-Quoted from UNFCCC-
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 12
2.4 The Importance of recording the Influence of Climate Change on the Sri
Lankan Tourism Industry
The Sri Lankan tourism industry is the one of major industry of the economy with average
annual revenue of US $ 500 million at present2. It is the sixth biggest foreign exchange earner
in Sri Lanka. It has produced jobs for about 125,000 individuals3. Today, nearly half a million
tourists visit the country every year. Sri Lanka consist with large greeneries, exotic sandy
beaches, historical artifacts, spectacular landscape in the highlands, a rich biodiversity, a good
climate and friendly and welcoming people. These characteristic opportunities, unique
advantages and resources will be utilized to develop the tourism industry as a major growth
sector in the development of the economy. The government’s future goal is to build Sri Lankan
tourism industry, by 2020, to be the largest foreign exchange earner in the economy; today Sri
Lanka remains as the world’s most treasured and greenest island. (Visit Sri Lanka 2011
brochure)
The Sri Lanka tourism industry has a essential element to play in dealing with the challenges of
climate change. The spectacular development of tourism gives both a challenge as well as an
opportunity. The tourist community itself has answered this challenge over the past several
years and noticeably increased its reaction to climate change. Now there is a definite realizing
that the industry can join in on the answer to climate change, by lessening its green house gas
emissions along with by assisting the communities exactly where tourism signifies a significant
economic source to organize for and adjust to the changing climate.
2SLTDA, Annual Statistical Report 2009
3SLTDA Annual Statistical Report 2009, 2011
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 13
0
100000
200000
300000
400000
500000
600000
700000
2003 2004 2005 2006 2007 2008 2009Year
Nimber
4
The Improvement Policy Platform of the Government of Sri Lanka is devoted to a sustainable
Tourism Improvement Approach. Safety of the environment and submission of economic
benefits to the larger cross section of the society are crucial elements of the general eyesight.
( Alwis, Ajith 2004) The Development Policy Framework of the Government of Sri Lanka is
aimed at placing Sri Lanka as being a model tourist destination taking advantage of the
country’s natural benefits of getting the maximum bio diversity in Asia supported by powerful
traditions, historical artifacts, unique beaches, green environment and friendly people all of
these are stable foundations for tourism development. The Government has arranged a goal of
getting 2.5 Mn excessive investing tourists by the year 20165.The 5 year master program made
by the Ministry of Economic Development under the assistance of the Hon.5
4SLTDA Statistical Report, 2009, 2011
5Sri Lanka Tourism Internal sources, 2010, 2011
6WORD COUNT: TASK 02 – Part 01: 729
Chart 01: Total Tourist Arrivals (2003-2009)
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 14
0
20,000
40,000
60,000
80,000
100,000
Ja
n
Feb
Ma
r
Ap
r
Ma
y
Ju
n
Ju
l
Au
g
Sep
Oct
No
v
Dec
2010
2011
Number
Months
7
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
2010 2011 2012 2013 2014 2015 2016 Year
Number
8
Figure 02: Sri Lanka’s tourist attractive places
9
7,8SLTDA Statistical Report, 2010-2011
9Images from Visit Sri Lanka 2011e- brochure-
http://srilanka.travel/catalog/view/theme/default/image/pdf/English.pdf
Chart 02: Total Tourist Arrivals (2010-2011)
Chart 03: Sri Lanka Tourist Arrivals Target (2010-2016)
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 15
2.5 The Changes to the Consumer Behavior due to Climate Change in the
Sri Lanka Tourism Industry
2.6 Methodology
Methodology based on the primary research and the secondary research which was carried out
to build a basic foundation and background for this study. Primary research used for get ideas
and information from range of key stakeholders and a sample of tourists by interviewing them.
Secondary research used for build the rest of structure of this study.
Figure 03: Fishbone diagram of the methodology
2.7 Findings
Each of the every tourism businesses and locations will have to adjust to climate change in
order to reduce connected challenges and take advantage on new opportunities, in an
economically, socially and environmentally sustainable approach. Nevertheless, understanding
of the ability of present climate modifications to deal effectively with upcoming climate
change continues to be standard (Scott et al. 2008). Climate change is gradually getting into
decision-making of numerous tourism stakeholders (e.g., investors, insurance companies,
tourism enterprises, governments, development organizations and tourists).
Climate Change
and Sri Lanka
Tourism Industry
Researches on
Climate change and
Tourism
Interviews with key
Stakeholders
Journal articles
News paper Articles
Reports /articles on
Climate Change and
Tourism
Interviews/Questio
nnaires with
tourists
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 16
Studies which have analyzed the climate change threat evaluation of local tourism authorities
and providers have regularly identified reasonably lower levels of interest and little proof of
long-term tactical preparation in anticipation of future changes in climate (Scott et al. 2008).
Considering that the large information needs, policy improvements and investment strategies
necessary for efficient adaptation by tourism destinations will need many years to put into
action in some instances, the entire process of adaptation should begin now for destinations
expected to be some of those influenced by mid- century (Scott et al. 2008; Simpson et al.
2008b)
Development organizations in specific will have to establish a better understanding but not
only the implications of climate change for the sustainability of tourism products and helping
services at the destination (e.g., coastal zones, coral reefs, water supply, heritage assets) of
tourism development projects, but even the effects of appearing climate policy routines for the
relative cost and availability. Most significantly, a more crucial viewpoint is needed whether
tourism would be the ideal improvement option.
10
80%
9%5% 1% 2% 3%
Pleasure
Business
Visiting Friends &
RelationsConvention & Meetings
Religious & Cultural
Others
Chart 5 indicted that most of the tourists visited to Sri Lanka for pleasure so it is true that they
will expect more friendly climate and environment for their leisure activities. Dr. Nalaka
Godahewa stated that customers have high level of awareness on the impact of climate change
and how it affects for their leisure activities. But most important thing according to his
information is most of customers does not think about climate change impacts when selecting
destination or their purchasing decisions.
10SLTDA statistical report 2009
Chart 04: Purpose of Visit-2009
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 17
Alwis et al.., (2004, p.67) stated that some customers does not care about any impacts of
climate change but most of customers looking in to facilities and the attractiveness of the site.
Mr. Hiran Coorey (Environment Consultant Jetwing Hotels Ltd.) in an interview on 11th
December 2011 made some interesting comments on how these changing climate conditions
influence on the purchasing decisions of the customers. He indicated that customers
determining factors for select destination is not the climatic factor but they will look the price,
brand value, facilities and natural environment. Some customers not sure that they should
consider destination which conduct more activities to reduce the impacts of climate change on
tourism such as Green tourism and Eco tourism.
In order to clarify the above statement a survey was done with a sample of 40 tourists who
visited to Sri Lanka. They were asked whether they consider the impacts of climate change or
any fact of conducting activities to reduce climate change when they select Sri Lanka as a
tourist destination. The results obtained as follows;
11
40%
30%
20%
10%Consider
Not Consider
Some what Consider
No idea about Climate
Change
11nformation gathered from the Survey
Chart 05: Customer consideration on conducting activities to
reduce climate change when selecting tourist destinations.
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 18
Figure 04: Key findings of the survey
Member of the Board of the SLTDA Dr.B.M.S Batagoda
In an Interview with Dr. Nalaka Godahewa (Project Manager SLTDA) on 05th
January 2012, he
indicated that at the moment most of customers from different markets all over the world
consider on environmental matters when selecting destination for leisure activities and also
some tourists willing to pay an extra amount for green tourism or environmental friendly
tourism.
40% of customers consider the climate change as a determining factor when
selecting destinations (Sri Lanka).
Minority (30%) of the customers does not consider the climate change factor as a
determining factor for selecting destinations.
Only 20% of customers somewhat consider the climate change factors for selecting
destinations.
10% of customers do not have any idea about the climate change and its impacts.
Majorities (60%) of the customers have some feeling about the climate change and
its impacts on tourism sector but mainly consider about the branding value and the
image of the destination.
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 19
Customer’s choice of selecting destinations can be explain through the Buyer Behavior model.
This can be shown as follows;
Figure 05: Consumer Behavior model for Sri Lanka Tourism10
12
13
12Kotler & Armstrong, 2008
13WORD COUNT: Task 02-Part 02:708
Need of enjoy Wild
life & Beaches with
low Carbon foot print
and Green Tourism
Sustainable Tourism
and Eco-Tourism
with low Carbon foot
Price, Brand value,
Sceneries, Greenness,
Sustainability, Special
promotional offers
Choose Sri Lanka
over India and
Maldives because of
Green and
Sustainable Tourism
Customer
satisfaction of Sri
Lanka Tourism
Need Recognition
Information search
Evaluation of
Alternatives
Purchase decision Post Purchase
Decision
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 20
2.8 Strategic Marketing Activities to be conducted in response to this change
According to the survey majority of the customers consider about the activities conduct to
reduce the climate change when selecting destination. This attitude can be increase in the
future, so Sri Lanka must come up with good strategic marketing response to deal with this.
Therefore Sri Lanka tourism industry should change its marketing approach according to the
customers’ attitudes. Sri Lanka tourism should reposition as Sustainable Tourism for meet the
future customer expectations.
The WTO defined;
“Sustainable tourism” as follows: Sustainable tourism development meets the needs of
present tourists and host regions while protecting and enhancing opportunities for the future.
It is envisaged as leading to management of all resources in such a way that economic, social,
and aesthetic needs can be fulfilled while maintaining cultural integrity, essential ecological
processes, biological diversity, and life support systems.
(World Tourism Organization 1998) 14
Sustainable tourism need to
01. Make optimum utilization of environmental assets that comprise a vital aspect in tourism
development, sustaining crucial environmental procedures, and assisting to preserve natural
heritage and biodiversity.
02. Regard the socio-cultural genuineness of host communities, preserve their developed and
residing cultural heritage and traditional beliefs, and bring about inter-cultural comprehending
and threshold.
14World Tourism Organization- http://www.wto.org/
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Climate Change and Sri Lanka Tourism
Page 21
03. Assure practical, long-term economic procedures, offering socioeconomic advantages to all
stakeholders who are relatively dispersed, such as steady employment and income-earning
possibilities and social services to host communities, and adding to poverty reduction.
Sustainable tourism development demands the advised involvement of all related stakeholders,
as well as solid political leadership to make sure broad involvement and opinion making.
Sustainable tourism also needs to sustain an advanced of tourist satisfaction and make sure a
significant experience towards the tourists, increasing their awareness about sustainability and
offering sustainable tourism techniques among them.15
Sustainability needs to be sought in
most landscapes, whether urban or rural, in traditional resort or eco-camp; community
approval, engagement, and advantage are crucial; and also the “uniqueness of place” is secured
for the maximum level of feasibility.
The Competiveness Strategy for response to this change
Differentiation as Competitive Advantage
Differentiation is the process of distinguishing a service or offering from others, to make it
more attractive to a particular target market. This involves differentiating it from competitors’
products as well as a firm's own product offerings.(Edward Chamberlin 1933). Recognizing
that competitive strategy “means deliberately choosing a different set of activities to deliver a
unique mix of value,” Differentiate from other destination by Green Tourism and conducting
activities to reduce climate change impacts.
Sri Lanka Tourism Industry should focus on following Strategic Initiatives to meet the
sustainable tourism development
The Strategic Initiatives:
Improve the tourism product mix- This initiative calls for developing high-yield
tourism products that appeal to independent, high-spending tourists. The proposed
products under Eco and Green Tourism include Bird watching; Camping; Water
Sports; Wild life Safaris; Cultural Tours; Village Walks and Ayurveda tourism.
15(http://www.world-tourism.org/sustainable/top/contents.htm)
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 22
Brand-Different brand names for different tourism sectors. Ex; Eco-Tourism, Green
Tourism, Adventure tourism and Ayurveda tourism.
Upgrade tourism offerings- This initiative supports the improvement of the product
mix by adding value to and promoting unique Sri Lankan assets through environmental
friendly manner. Ex; Sun bathing, Beach tourism, Cultural show, Ayurvedic Spa.
Service and Support-Attractive packages, Special pricing strategies, Special offers,
Easy bookings and payment methods.
Channel/Location-Developed Web Site, Online bookings and payments, Widely
spread Hotels and Resorts network, More Eco-Tourism Spots.
Person-Trained guides on Eco-Tourism, Good communication, Tourist friendly guides.
Modernize industry organization and key institutions- This initiative calls for
creating a national, industry-led, promotion and marketing organization.
Reform the policy environment- This initiative aims to shape policies that affect the
tourism industry. These include civil aviation policy, domestic air travel and
environmental policies.
Figure 06. Positioning strategy for Sri Lanka Tourism Industry
Sri Lanka
High
High
Low
Low
Green Tourism
Sustainable Tourism
Traditional Tourism
Profit focus Tourism
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 23
Repositioning Requirements and Effects
Repositioning will require (1) improving the mix of tourism products, (2) improving
existing tourism offerings, (3) modernizing industry organization and key institutions, and
(4) reforming the policy environment for tourism and related infrastructure.
The Competitiveness Goal
The goal of this strategy is to make Sri Lanka’s tourism industry globally competitive on a
sustainable basis, commensurate with the nation’s world-class attractions, unique culture,
and bio-diverse natural environment.
Value in the Business Process
How will the competitiveness strategy strengthen the industry’s business process value
chain? As Figure 3 shows, it will add value to virtually every link in that chain. It is important
that all the activities conduct for reduce impacts of climate change and should go through the
value chain.16
Figure 07. Tourism Industry Business Process Value Chain
17
16Kotler & Armstrong, 2008
17WORD COUNT: Task 02-Part 03:663
Administrative and Management functions
(Includes strategy function, process innovation and technology improvement)
Research & Development
Procurement
Production &Distribution
Sales & Marketing
Customer
Service
01
Develop eco-
Tourism Spots,
Beaches, and
cultural
Resources.
Research on
adaptation of
Green Tourism
02 More Wild
parks,
Sanctuaries,
Forest Reserves,
Environmental
friendly transport
05 Well trained
tourist guides,
easy booking
and payment
methods,
Developed
transport service
03 Bird watching,
Camping,
Cycling,
Tracking, Water
sports, Wild life
safaris, Cultural
tours
04 Attractive Eco
tourism
packages,
Special pricing
strategies, free
offers and
special benefits
01
02 03 04 05 01
02 03 04 05
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 24
2.9 Changes required to the Marketing Professionals in order to respond the
Market Development Strategy
It is true that when conducting change in Sri Lanka tourism industry for achieve sustainable
tourism it is essential that all the marketing professionals and key decision makers should adapt
to the change in terms of their skills, attitudes and behaviors.
Skills
To achieve the sustainable tourism in Sri Lanka tourism industry all the marketing
professionals should have strategic marketing skills. The reason why professionals need these
skills for implement the strategic response is to think of the future opportunities and make
maximum utilization of resources for develop tourism industry efficiently and effectively,
while satisfying the various stakeholders.
Marketing professionals need Cross cultural relationship management skills in terms of
different cultural people involving in tourism sector, in entering to new market and
understanding of those culture and its market trends.
Also Analytical and evaluation management skills are required in decision making in
terms of market and product analysis, financial analysis, continues evaluation on
project, campaign, and budget.
High standard marketing communication management skills are required marketers to
differentiate its service and provide outstanding service to build up image of Sri Lanka
tourism industry.
Attitudes
Marketers should have positive attitudes towards managing risks that may arise due to
conducting total new strategy for achieve sustainable tourism.
Proactive attitude of think different strategic marketing options and its operations out
comes, in terms of customer focus and differentiate the product and service.
Also flexibility of its operation and cultural changes when necessary, different customer
requirements providing such as friendly service.
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 25
Behaviors
Behavior is very important for marketers when they dealing with different customers with
different cultural and social background. Marketers should understand the customers’ attitudes
and motivate them to work towards building a sustainable tourism industry.
Adapting to Continues learning and knowledge management behaviors are required in
different market changes, competition, demand and satisfaction level of customers and
end consumers. Also different segments and market trend, changing pricing strategy,
internal performance.
Working in Teams of cross cultural department and organizations to create friendly
healthy working environment.
18
2.1.1 Conclusion
Sri Lanka Tourism industry enters to new era in world Tourism market with highly competitive
environments as well as challenges of macro environmental factors in the country. In terms of
sustain and grow the industry Sri Lanka tourism should be Green conscious. The industry has
to move from traditional marketing concept and focus on new marketing strategic options to
build the Sri Lanka Tourism in sustainable manner in international tourism market.19
20
18WORD COUNT: Task 02-Part 04:290
19WORD COUNT: Task 02-Conclusion-63
20WORD COUNT: Task 02 (Total)-2541
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Climate Change and Sri Lanka Tourism
Page 26
TASK 03
3.1 Letter to the Conference Organizer
Dr. Nalaka Godahewa,
Project Manager,
Sri Lanka Tourism Development Authority,
President of organizing committee of the conference “Eco Tourism Challenges”
10/02/2012
Dear Dr. Nalaka Godahewa
Discussion paper on, ‘Climate Change and Sri Lanka Tourism’
Tourism is a growth industry as well as an engine of development worldwide. In Sri Lanka
tourism industry has become a mainstay of the nation’s economy, its sixth largest source of
foreign exchange and a major employer. It generate revenue to the public sector almost Rs.
2152 million21
and this revenue boom due to emergence of peace after 30 years of civil war.
To take advantage from the peace and developments in the international marketplace and, Sri
Lanka’s tourism industry should develop its competitiveness. This indicates not only increasing
the number of visitors and the value of revenues they generate but also propelling the industry
into a position where it is recognized for sophisticated, differentiated, and highly valued
products and services that command a premium price.
Through my research I explained how the Climate Change and green tourism impacts on Sri
Lanka tourist industry and how it affect to the its competitiveness. Thorough the different kind
of rich published academic sources and interviews with key opinion leaders in Sri Lanka
tourism industry I could confirm the statement that Sri Lanka tourism should focus on impacts
of climate change and activities conduct to reduce climate change. Although climate change
has direct relationship to the tourism industry because with rising sea levels, destruction of the
beauty of coastal tourism and extreme whether conditions such as droughts or floods tourists
will be less reluctant to visit Sri Lanka.
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Climate Change and Sri Lanka Tourism
Page 27
Today most of the customers consider the climate change factor and some tourists even like to
pay more for Green Tourism. Therefore in the future total tourist sector will be depend on the
Green Tourism and that’s why Sri Lanka Tourism need to understand this new trend and
develop sustainable tourism industry by developing new marketing model.
My discussion paper explained how climate change affect to the tourism industry and how Sri
Lanka Tourism Industry should work with its suppliers and partnering networks to mitigate the
impact of climate change and also it explained how customers will react towards climate
change factor. This discussion paper coating and focuses on the following facts;
How climate change impact on Sri Lanka Tourism Industry
What is the customer reaction due to the impact of climate change to the Sri Lanka
Tourism Industry
How to achieve sustainable Green Tourism through the strategic marketing response
How marketers should deal with the above changes by using their skills, attitudes and
behavior.
This is how my discussion paper focused on the key criteria’s that must be taken in to
consideration by Sri Lanka Tourism Industry. As I write this letter to you, I am doing so with a
good sense of hope and expectation. I kindly seek for an opportunity to present my discussion
paper to the audience at the ‘Green Tourism Challenges’ Conference held on 03rd
March
2012.This will be a big occasion for me to present my paper to senior marketing professionals,
stakeholders, government officials and media. I will be more than grateful if you can avail me
this opportunity of your positive response.22
Thank You
Yours Sincerely
Rumesh Jayaekara
Marketing Consultant
Apex Group, Sri Lanka.
21 SLTDA Statistical Report -2010
22WORD COUNT: TASK 03-495
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 28
3.2 References
Websites
Department of Census and Statistics of Sri Lanka
http://www.statistics.gov.lk [12 December 2011]
Corporate website Sri Lanka Tourist Board (SLTB)
www.srilankatourism.org [12 December 2011]
Tourist Hotels Association of Sri Lanka (THASL)
http://www.touristhotels.lk Page 35 sur 37 [12 December 2011]
Ministry of Tourism of Sri Lanka
http://www.priu.gov.lk/Ministries/Min_Tourism.html [12 December 2011]
Sri Lanka Tourist Board (SLTB)
http://www.srilankatourism.org/http://www.srilanka.travel [12 December 2011]
Sri Lankan Airlines
http://www.srilankan.aero [12 December 2011]
Tourism Resources Improvement Project (TRIP)
http://www.slmts.slt.lk/trip.html [12 December 2011]
Sri Lanka Tourism Project
http://www.lastminute.lk [20 December 2011]
Centre for Eco-cultural Studies (CES)
http://www.cessrilanka.org [20 December 2011]
Sri Lanka Tourism Cluster and U.S. Agency for International Development (USAID)
http://www.smallislandbigtrip.com [20 December 2011]
USAID Sri Lanka The Competitiveness Program
http://www.competitiveness.lk [20 December 2011]
Sri Lanka – An Ecological destination
http://www.competitiveness.lk/eco [20 December 2011]
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Climate Change and Sri Lanka Tourism
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Publications
Sri Lanka Tourist Board (SLTB), Airport Survey Report on Foreign Departing Tourists at
Bandaranaike International Airport. July 2005 to February 2006 (2006).
Sri Lanka Tourist Board (SLTB), Annual Report 2005 (2006).
Sri Lanka Tourist Board (SLTB), Annual Statistical Report 2005 (2006, to be retrieved from
www.sltbstatistics.org).
Information Communication Technology Agency of Sri Lanka (ICTA), Using ICT to
Transform the Nation & Empower its People (2006).
Department of Government Printing – Sri Lanka, Tourism Act, No. 38 of 2005, to be retrieved
from
http://www.documents.gov.lk/Acts/2005/Tourism%20Act%20No.%2038%20of%202005/P%2
0L%
The Alternative Tourism Value Chain Core Group, Trade Directory for the Alternative
Tourism Sector (Draft). Capacity Building for Competitiveness and Qualified Employment.
Value Chain Promotion Component (VCP). A Programme supported by the German Federal
Ministry of Economic Cooperation & Development and Implemented by the German
Technical Cooperation (GTZ). Series of Documents nr. 10 (2005).
U.S. Library of Congress, Sri Lanka: A Country Study. Federal Research Division of the
Library of Congress as part of the Country Studies/Area Handbook Series. To be retrieved
from http://countrystudies.us/sri-lanka/55.htm.
Govers, Robert, Virtual Tourism Destination Image: Glocal Identities Constructed, Perceived
and Experienced (RSM Erasmus University, Erasmus Research Institute of Management,
ERIM 2005). To be retrieved from https://ep.eur.nl/handle/1765/6981 .
Anderson, K. and Bows, A. 2008. Reframing the climate change challenge in light of post-
2000 emission trends. Philosophical Transactions of the Royal Society, published online.
Airbus 2007. Flying by Nature. Global Market Forecast 2007-2026. Available at:
http://www.airbus.com/fileadmin/documents/gmf/PDF_dl/00-all-gmf_2007.pdf [accessed 18-
02-2008]
Amelung, B., Nicholls, S. & Viner, D. (2007). Implications of global climate change for
tourism flows and seasonality. Journal of Travel Research, 45 (3), 285-296.
Becken, S. 2008. Developing indicators for managing tourism in the face of peak oil. Tourism
Management, in press.
ET March 2012 Rumesh R Jayasekara
Climate Change and Sri Lanka Tourism
Page 30
Becken S. & Hay J. (2007) Tourism and Climate Change – risks and opportunities. Clevedon:
Channel View Publications
Berrittella, M., Bigano, A., Roson, R., & Tol, R. (2006). A general equilibrium analysis of
climate change impacts on tourism. Tourism Management, 27, 913-924.
Alwis, Ajith de (2004) “Sri Lanka: Its Industry and Challenges in the Face of Climate
Change”, in: Velma I. Grover (ed.) Climate Change Five Years after Kyoto (New
York: Science Publishers).
Basnayake, B. R. S. B; K. R. Abjhyasinghe; W. L Sumathipala; B. V. R. P
Punyawardene; N. Perera; and P. G Joseph (2007) Climate Change in Sri Lanka:
Impacts, Adaptation & Mitigation : Proceedings of the National Conference on
Climate Change (Colombo: Dept. of Meteorology, Centre for Climate Change
Studies; and Kobe: Asia-Pacific Network for Global Change Research).
Punyawardena, B. V. R. (undated) “Impact of Climate Change on Agriculture in Sri
Lanka and Possible Response Strategies”; available at:
http://www.meteo.gov.lk/Non_%20Up_Date/pages/CC%20&%20agreculture.pdf.
Responsible Tourism Partnership Sri Lanka (2008) “Carbon-neutral Sri Lanka – Longhaul
destination of the developing world”, Colombo: Responsible Tourism
Partnership Sri Lanka, Press Release of March 2008; available at:
http://www.responsibletourismsrilanka.org/media_releases_carbon_neutral.html.
Ministry of Forestry & Environment, Government of Sri Lanka (2000) Initial National
Communication under the United Nations Framework Convention on Climate
Change: Sri Lanka (Colombo, Sri Lanka: Ministry of Forestry & Environment,
Final Draft, 27. October); available at:
http://unfccc.int/resource/docs/natc/srinc1.pdf .
AIACC (2007) Climate change vulnerability and adaptation in developing
countries. Final Report of the AIACC Project. http://unfccc.int/fi les/essential_
background/background_publications_htmlpdf/application/txt/pub_07_impacts.
Adger, W.N., Agrawala, S., Mirza, M.M.Q., Conde, C., O’Brien, K., Pulhin, J.,
Pulwarty, R., Smit, B. and Takahashi, K. (2007). Assessment of adaptation
practices, options, constraints and capacity. In Parry, M.L., Canziani, O.F.,
Palutikof, J.P., van der Linden, P.J. and Hanson, C.E. (eds) Climate Change
2007: Impacts, Adaptation and Vulnerability. Cambridge. Cambridge University
Press: 717-743.
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Climate Change and Sri Lanka Tourism
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3.3 Appendix
3.4 Appendix 01:Sri Lanka Tourism Industry Background
Sri Lanka started its journey to the international tourism market in the 1960s. Since then, Sri Lanka’s
Tourism Industry has been growing steadily as a promising sector for the economic development. Due
to civil war and natural disasters like tsunami caused periodical setbacks in Sri Lanka Tourism Industry.
In particular, the contribution of Travel & Tourism to Gross Domestic Product was 7.5% (LKR407.5bn
or US$3,388.1mn) in 2009 in Sri Lankan economy. The contribution to employment was 503,000 jobs
in 2009, 6.2% of total employment or 1 in every 16.2.23
Similarly, the contribution for real GDP growth for Travel & Tourism sector was 5.9% and the travel &
Tourism investment was at LKR131.9bn, US$1,096.8mn or 10.1% of total investment in 2009.24
Out of
186 registered countries of WTTC the Sri Lankan Travel & Tourism economy is ranked number 87 in
absolute size worldwide and 110 in relative contribution to national economies.25
26
0
20
40
60
19
90
19
94
19
98
20
02
20
06
Agriculture
Manufacturing
Constructing
Trade & Hotels
Transport,Storage & Communication
0500
100015002000 Europe
America
Africa
Middle East
46%
13%
41% 0% SL
S.Asia
World
23SLTDA Annual Statistical Report-2009
24SLTDA Annual Statistical Report-2009
25 SLTDA Annual Statistical Report-2010
26 SLTDA Annual Statistical Report-2006, 2009
Percentage of Government Expenditure for
Tourism Industry-2009
Sector wise employment in Sri Lanka’000’ from1990-2006 International Tourist Arrivals Projections up to 2020
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Climate Change and Sri Lanka Tourism
Page 32
3.6 Appendix 02: CIM Statement
‘I confirm that in forwarding this assignment for marking, I understand and have applied the
CIM policies relating to word count, plagiarism and collusion of all tasks. This assignment is
the result of my own independent work/investigation except where otherwise stated. Other
sources are acknowledged in the body of the text and /or a bibliography is appended. The work
that I have submitted has not previously been accepted in substance for any other award. I
further confirm that I have not shared my work with other candidates.’
12096666
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