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THE IMPORTANCE OF A STRATEGIC MARKETING PLAN FOR SRILANKA AS A TOURIST DESTINATION
GROUP PRESENTATIONHND TTM– BATCH 001
SRILANKA AS A STRENGTH • GEOGRAPHICAL POSITIONING on the map• HISTORICAL MONUMENTS• VARIED CULTURE• HIGH LITERACY RATE (92% as per ministry of higher
education)• COUNTRY’S GEOGRAPHY WITH
MOUNTAINS,BEACHES AND NATURAL FORESTS• MORE MODES OF TRANSPORT IN CERTAIN AREAS
E.G KOGGALA
COMPETITIVE ADVANTAGE WITH INDIA AND MALDIVES
• LITERACY RATE • GEMS • CLIMATE CHANGES• GEOGRAPHY• AIRLINE TICKET PRICES• LESS CRIME RATE• EASY ACCESS TO PLACES
RECOMMENDATIONS • ABILITY TO ATTRACT MORE TOURISTS FROM OTHER
COUNTRIES • REDUCE CORRUPTION AS MUCH AS POSSIBLE• TRY TO MAKE THE LOCAL CURRENCY STRONG FOR
INVESTMENT• GIVE STRENGTH TO THE LK PASSPORT
OPPORTUNITIES FOR SRI LANKA AS A TOURIST DESTINATION
• FASTEST GROWING DESTINATION IN THE REGION• INCREASED PRIVATIZATION (Private Investment Opportunities)• MEDICAL TOURISM• DEDICATED TOURIST ZONES (Kuchchaveli (Trincomalee),
Passikudha (Batticalo), Madu Ganga (Bentota), Kalpitiya and Mirissa)
• VARIED ATTRACTIONS AVAILABLE• SILK ROUTE BENEFITS• OPPORTUNITIES IN DOMESTIC AIR TRAVEL• LONELY PLANET, TRIP ADVISOR RECOMMADATION• WORLD-CLASS HOTELS CHAIN ENTRIES (Shangri - La, Marriot,
ITC, RIU Hotels & Resorts, Hyatt and Movenpick)• AIR TRAVEL HUB (Airport Development – BIA, MRIA)
TOURIST AREA LIFE CYCLE
WEAKNESSES OF SRI LANKA AS A TOURIST DESTINATION
• LACK OF INFRASTRUCTURE/TECHNOLOGY. • HIGH TAX STRUCTURE IN THE INDUSTRY.• LACK OF SAFETY AND SECURITY SERVICE FOR
TOURIST.• ABSENCE OF ONSITE INTERPRETATION/EDUCATION
SPECIALISTS.• INEFFICIENCY OF DOMESTIC AIR TRANSPORT.• LACK OF MAINTENANCE OF MONUMENTS, FORTS ETC.• POOR CUSTOMER SERVICE.
THREATS OF SRI LANKA AS A TOURIST DESTINATION
• NATURAL DISASTERS• CLIMATE CHANGE.• TERRORISM.• NEGATIVE TRAVEL ADVISORY.• POLITICAL ISSUES. • ECONOMIC SLOWDOWN.• TOURISM-DRUG AND SEX.
THANK YOU
SOURCE: LECTURE NOTES & INTERNET