Sustainable tourism enhances environmental sustainability, cultural integrity and community well-being, fostering accountable travel experiences. The narrow profit margins in Sri Lanka’s tourism sector necessitate strategies that meet tourists' needs amid market volatility. This research investigates key challenges and solution approaches for sustainable tourism to help Sri Lanka position its tourism industry as a global leader.
The research extracted data by reviewing Sri Lankan tourist destinations posted on leading travel websites. An analysis of the quantitative content involved binary coding, optimal scaling and path analysis, using a sample of 384 participants.
The research uncovered six main factors, including government responsibilities, social enhancement, destination management, environmental preservation, cultural preservation and service quality. The six key recommendations for improving beach tourism include reasonable pricing, adequate law enforcement, pollution control and measures for protecting tourist attractions, animals and cultural heritage.
This study is limited to content analysis of online tourist reviews and may not capture the perspectives of all stakeholders, suggesting the need for future multi-source qualitative research.
The findings provide actionable insights for tourism authorities and service providers to improve destination management, pricing transparency and service quality, thereby aligning with sustainable tourism goals.
The study emphasizes the importance of inclusive tourism strategies that protect cultural heritage and promote community participation.
The research has established a quantitative method for studying sustainable tourism perspectives among tourists. This study will guide public sector and industrial organizations in their resource management decisions.
