This document analyzes factors affecting travelers' decisions to select Sri Lanka as a tourist destination. The researcher conducted a survey of 92 travelers departing Sri Lanka in December 2018. The survey examined how economic factors like cost and standards of accommodation, and non-economic factors like safety and services of tour operators influence travelers' decisions. The results found that cost, safety, and standards of accommodation had a strong relationship with destination selection, while services of tour operators had a moderate relationship. The researcher recommends Sri Lanka improve safety, promote destinations more aggressively, and develop innovative tour packages to increase repeat visitors.

1. ANALYSING FACTORS AFFECTING ON TRAVELLERS
MAKING DECISION SELECTING SRI LANKA AS A TOURIST
DESTINATION
Name: G. H. Amila Madushani
Cardiff Met Id: 20127384
ICBT ID: CL/CARDIFFMB/14/10

2. Research Problem and
Objectives
Research Problem
What are the factors affecting on travellers making decision
select Sri Lanka as a tourist destination?
Research Objectives
 To identified economic factors influencing on
selecting Sri Lanka as a tourist destination.
 To identified non-economic factors influencing on
travellers satisfaction
 To identified factors need to be developing on repeat
travellers

3. Literature Review
Theoretical Background
Vroom’s Expectancy Theory Push and Pull Factors

4. Literature Review
Researcher Field of Study Findings
 Klenosky (2002) Pull of Tourism Destination - Relationship between
pull attributes of
destination
- Higher motivational
features
 Anushiya & Selva (2017) Modeling the inbound
tourism
- Primary data Analysis
- Selecting destination
choice
 Ang Lay (2006) Travellers choosing travel
destination
- Factors influencing
behavior
- Intention of choosing
travel destination
 Sumanapala (2016) Satisfaction of Eco-Lodges - Service quality level
- Variables within
satisfaction model

5.  Laksiri (2007) Sri Lanka as a tourist destination - Tourist Attractions
- Sri Lanka Tourism
- Customer Analysis
 Jenni (2008) Customer Satisfaction level - Research Methods
- Customer Satisfaction
 Bryman (2007) Research Methods - Variables and conceptual
framework
- Population and Sampling
- Selection strategy
- Data collection instruments
 Pallant (2007) SPSS Survival Manual - SPSS descriptive Analysis
- SPSS correlation analysis
 Shimaditya (2014) Decision making in Tourism
sector
- Consumer behaviour
- Decision making of Traveller
 Ha Thuc (2012) Factors influencing Vietnam’s
tourism development
- Vietnamese Tourism
- Tourism Demand

6.  Turner (2018) Travel and Tourism Economic
Impact
- Travel & Tourism’s Contribution
To GDP
- Visitor Export
 Heshani (2015) Tourist Motivation and Destination
Image
- Tourist Motivation
- Destination Image
- Destination Selection
 Janath (2014) Sri Lanka as a potential tourist
Destination
- Tourist Motivation
- Destination Image
- Marketing information

7. Variable Key definition of the variables
Decision making to select Sri Lanka as a
tourist destination
To choose a tourism destination with attribute such as trip expenditure,
length of stay during the trip, discovering new places and significant
influence of local people when they making decision selecting Sri
Lanka as a tourist destination.
Cost In temporary travel assignments, air travel and local transportation, per
diem mileage allowance, lodging, and other non-labor associated
expenses. In long-term or permanent relocation, it includes all transfer
expenses also
Safety Safety and security are vital to providing quality in tourism. More than
any other economic activity, the success or failure of
a tourism destination depends on being able to provide a safe and
secure environment for visitors. This publication represents the result
of a long-term effort by WTO.
Service of the tour operator A tour operator’s service means A person or organization providing
local services for tourists in a destination, such as hotel transfers, car
rental, and sightseeing. The organization may provide the services to
conferences and exhibitions as well as directly to travellers.
Standard of the accommodation Accommodation is one of the basic needs for any tourism activity.
Travelers and tourists need lodging for rest, while they are on a
tour. Accommodation in the form of low budget lodges/hotels to world
class luxury hotels is available at all the major tourist destinations to
provide the tourist a home away from home.
Literature Review

8. Conceptualization/Hypothesis
Creation
Independent Variable
- Cost (H1)
- Safety (H2)
- Service of the Tour Operator (H3)
- Standard of the accommodation (H4)
Dependent Variable
Decision Making of
Destination
Whether (H1, H2, H3, H4) has an relationship on dependent variable?
Alternative Hypotheses (H01): H11 / H21 / H41 have a strong relationship between dependent
variable. But, there is a moderate relationship between
hypotheses H31 and the dependent variable.

9. Population and Sample
• From 01st of January 2018 to 31st December 2018 2,333,796 passengers were
uplifted from Katunayake International Airport.
Monthly Tourist Arrival
Source: Department of Immigration and Emigration
Sample Strategy: Stratified Random Sampling
Data collection method: Questionnaire

10. • Collected data during the month of December 2018. only for 02hrs per day by
visiting twice a week.
• Sample size: 92 participants.
TC1 TC2 TC3 Total
Total 137624 1104374 1091798 2333796
Percentage 0.004 0.004 0.004
5 44 43 92
Distributed Questionnaire 92
Responded 84
Missing and in completed Responded 8
Percentage of Responds 91%
Respondent’s Profile
Population

11. Sample Selection Strategy
Traffic conference 1 (TC1): North America (USA, Canada,
and Mexico), Carrabin Islands, Central America, and South America
Traffic conference 2 (TC2): Europe, Middle East, and Africa
Traffic conference 3 (TC3): Asia (Japan and Korea, South East Asia, South Asia - SAARC), Oceania (South West
Pacific - Australia and New Zealand)
In 2018 2,333,796 tourists arrived to Sri Lanka. From each area monthly tourist arrival will be as follows;
Month TC1 TC2 TC3 Total
January 14030 126790 98104 238924
February 10823 127069 97726 235618
March 16006 129077 88299 233382
April 15737 81716 82976 180429
May 7924 37618 83924 129466
June 10048 50928 85852 146828
July 13668 112252 91909 217829
August 10340 95054 94965 200359
September 7802 60171 81114 149087
October 6654 63070 83399 153123
November 10183 93993 91406 195582
December 14409 126636 112124 253169
Total 137624 1104374 1091798 2333796

12. Data Analysis – Reliability,
Mean values and Hypothesis Validation
Reliability of study
Cronbach’s Alpha
0.918 (Since Cronbach’s Alpha Value is
greater than 0.7, Captured data is
considered as reliable )
Dependent Variable Independent Variables correlation Hypotheses
Decision Making of
Destination
Cost .756 Strongly Acceptable
Safety .733 Strongly Acceptable
Service of the
Operator
.420 Moderately
Acceptable
Standard of the
accommodation
.718 Strongly Acceptable

13. Conclusions and Recommendation
 Based on the feedback received and analysis of Decision making to select
Sri Lanka as a tourist destination shown a mean value of 3.08 positive relationship
with the dependent variable.
 Three independent variables have strong relationship to the dependent variable except
“Service of tour operate” as it’s shows moderate relationship.
 In this study researcher’s key objectives of understanding factors that influence
traveler’s decision making of selecting Sri Lanka as a tourist destination.
 As a researcher’s recommendation can develop a system to check traveler’s repartition.
(EX: Distribute a departure card for the foreign travelers)
 Sri Lanka tourism Development authority needs to be more aggressive in destination
marketing with in the regions.
 Inbound tour operators in Sri Lanka should needs to be more innovative while they are
creating tour packages
 researcher would like to recommend higher authorities to consider and develop tourist
attractions in Sri Lanka with more safety features for every type of traveler to generate
repartition.