Destination Marketing to Promote Tea Tourism Socio-Economic Approach on Community Development

Abstract

IntroductionTravel & Tourism is one of the world's largest service sector industry where providing billions of employments for different sectors and regions as international tourist arrivals grew by 4.4% in 2015 to reach a total of 1,184 million in 2015 (UNWTO World Tourism Barometer). With the gradual development of the tourism sector, people willing to engage in new tourism experiences and concepts as niche tourism emerged as a new concept (Fernando, 2015; Fernando 2014). Where niche tourism refers to how a specific tourism product can be personalized to meet the needs of a particular tourist segment as tourism has been identified as one niche Tourism segment emerged. Tourism noticeably has the potential to enhance the brand image and marketing of tea-producing destinations as contemporary tourists seek out authentic and unique experiences related to the appreciation and consumption of the beverage. Tourism related to tea encourages both consumption and the development of relationships with potential customers as not harming the estates but provide double income ( Fernando et al.,2016). Ceylon Tea and Tourism are inseparable words as tea growing areas are undoubtedly the most beautiful places as well attractive tourism destinations within in Sri Lanka (Ceylon Land, 2013). is farmed in over 30 countries of the world including Bangladesh, China, India, Indonesia, Japan, Malaysia, Sri Lanka, Taiwan, Tanzania, Thailand, and Turkey although the India, China, and Sri Lanka work out 60% of the total production according to Food and Agriculture Organization of the United Nations (FAO, 2012). Climatic and geographic conditions of Sri Lanka have formed appropriate possibility for tea cultivation as historical evidences proved that tea tree has a long history dated back to the late 19th Century. Further trails have been included in most of the tour packages offered by the travel agencies in their tour itineraries. Potentials for the development of the segment is enormous with the strengths as the tourism industry needs to push to strengthen tourism being practiced to day to reap the optimum results and benefits, particularly with regard to the focused marketing efforts aimed at the high spending visitors. a new paradigm need to be introduced to focus more on Tourism income rather to increase the tourists' arrivals as the set of post-war peaceful situation of the destination (Fernando,2015). Improving this Tourism niche market the steps could be taken for promotion and development Tourism as a novel avenue that ultimately improves the livelihood of the community.Research QuestionsTea is one of the main resources that can promote as niche tourism segment in Sri Lanka as the amount of tea plantations and world renowned brand Ceylon Tea. tourism is a type of tourism concept which can be promoted in Sri Lanka, Specially in Nuwaraeilya and Badulla as plantations are widely spread in both districts. Hence this paper highlights the impact on community from tourism.* How is the community participation in tea tourism?* What are the community opinions for future tea tourism?Research Objectives has been developed* To identify how is the community participation in tea tourism.* To identify community opinions for future tea tourism.Review of LiteratureThe offering of a cup of tea is a universal sign of hospitality, in either a home or commercial hospitality setting (Walton, 2001). Practitioners recognize that tea offered in the lodging setting is an and that the current evolution of tea into a trendy product is not a surprise. For hospitality, tea consequently serves as both a symbol and a resource with considerable potential for the provision of commercial hospitality as the tea culture in china revolves around creating a comfortable and positive experience for guests. has been a part of the history and economy of Sri Lanka since it was introduced in the late nineteenth century, after the failure of the coffee crop due to a fungus (Martin, 2007). …