A Study on the factors affecting a locality to become a popular tourism destination : with special reference to Badulla

Abstract

The purpose of this research is to examine the factors hindering the development of Badulla Municipality as a popular ecotourism destination, with a focus on sustainable tourism practices. Using a mixed-methods approach, the study combines quantitative and qualitative data collection through surveys and in-depth interviews with stakeholders. The research investigates tourists' experiences, motivations, and satisfaction levels, alongside key factors such as natural beauty, cultural heritage, and their influence on tourism popularity. Quantitative data analysis, including descriptive statistics and correlation analysis, reveals a preference for eco-tourism activities, particularly hiking and trekking, among the 25–34 age group. Social media and word- of-mouth emerge as significant influencers of travel decisions. While tourists report high overall satisfaction, challenges related to accommodations, transportation, and infrastructure are highlighted. Correlation analysis shows complex relationships between demographic factors and satisfaction levels across eco-tourism aspects. The findings of the Grounded theory of qualitative analysis emphasize the need for a strategic, sustainable approach to developing Badulla's tourism potential. Key recommendations of this study include enhancing marketing strategies, fostering stakeholder collaboration, addressing environmental conservation, and improving infrastructure. Additionally, the research suggests further comparative studies and long-term strategies to optimize Badulla’s eco-cultural tourism development and support local authorities in policy planning.