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THE IMPORTANCE OF A STRATEGIC MARKETING PLAN FOR SRILANKA AS A TOURIST DESTINATION

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In this Presentation we're taking Sri Lanka's marketing strategy plan as a destination. We do a SWOT analysis in order to get the maximum out of our beautiful country.

Published in: Marketing
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THE IMPORTANCE OF A STRATEGIC MARKETING PLAN FOR SRILANKA AS A TOURIST DESTINATION

  1. 1. THE IMPORTANCE OF A STRATEGIC MARKETING PLAN FOR SRILANKA AS A TOURIST DESTINATION GROUP PRESENTATION HND TTM– BATCH 001
  2. 2. 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
  3. 3. COMPETITIVE ADVANTAGE WITH INDIA AND MALDIVES • LITERACY RATE • GEMS • CLIMATE CHANGES • GEOGRAPHY • AIRLINE TICKET PRICES • LESS CRIME RATE • EASY ACCESS TO PLACES
  4. 4. 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
  5. 5. 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)
  6. 6. TOURIST AREA LIFE CYCLE
  7. 7. 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.
  8. 8. THREATS OF SRI LANKA AS A TOURIST DESTINATION • NATURAL DISASTERS • CLIMATE CHANGE. • TERRORISM. • NEGATIVE TRAVEL ADVISORY. • POLITICAL ISSUES. • ECONOMIC SLOWDOWN. • TOURISM-DRUG AND SEX.
  9. 9. THANK YOU SOURCE: LECTURE NOTES & INTERNET

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