Landscape architecture as a branding tool in marketing tourism: a study of resort hotels in southern coastal zone Sri Lanka

Abstract

Landscape Architecture and hotel industry have a closer affinity considering its huge contribution for the growth, branding and attracting tourists. For a destination to be branded, it will be need more than one specification. When Architecture contributing in a one hand side Landscape Architecture is it’s the other hand. Hotel industry is Sri Lanka’s key driver of economic growth and the prominence. Sri Lanka gets many benefits from tourism industry because of many reasons such as its location, natural beauty, resources makes little island a paradise which nobody refuses a visit. Attracting tourists directs benefits to the destination branding and economical profits for the hotels in Sri Lanka. Selected study area is Southern coastal zone in Sri Lanka since many preferred tourism destinations has recorded in this part of the country. Nevertheless, hoteliers must go through competitive strategies to uplift their outcomes. This study will indicate strategies, theories and methods that can be applied to brand a tourism destination by attracting tourists through the applications of Landscape Architecture. This study will identify the existing constraints, indulgences regarding the resort hotels. Research problem specifies the interconnection between tourism and marketing, how does it involve with Landscape Architecture and how does current Landscaping strategies that have used in hotel industry helps with its growth will be discussed through the study. Data has collected for the research through online survey, interviews and questionnaires to gather qualitative and quantitative data. Findings shows that the tourists preferred more outdoor spaces in the hotels rather than stay in indoors. Therefore, the demand on Landscape features are higher than the other aspects. According to the analysis, as a conclusion Landscape Architecture elements and features can be considered as a main function and a branding tool in marketing tourism in hotel industry. These strategies and the outcomes can be used for any location with geographical similarities worldwide.