Sustainable Harmony: A Holistic Examination of Consumer Preferences and Influencing Factors in Sri Lanka's Tourism Industry

Abstract

This research navigates the intricate landscape of Sri Lanka's tourism sector against the backdrop of its rich cultural heritage and captivating landscapes. As global travel trends increasingly pivot towards sustainability, this study investigates the core of Sri Lanka's tourism dynamics, exploring consumer preferences and the diverse factors that shape them. The research employed a structured questionnaire distributed to 209 visitors who chose environmentally certified hotels, offering a comprehensive dataset for analysis. Utilizing a quantitative approach, the study employs descriptive, correlation, and regression analyses to unravel patterns and relationships among variables. The findings highlight consumers' positive inclinations towards environmental certifications, while shedding light on nuanced preferences regarding transportation, room reservations, pricing structures, hotel accessibility, food availability, environmental satisfaction, and cultural practices. Key relationships, such as the impact of environmental certifications on transportation facilities, pricing structures, and environmental satisfaction, are quantitatively explored. The results provide valuable insights for policymakers, businesses, and stakeholders aiming to align tourism practices with sustainability goals in Sri Lanka, offering a holistic understanding of consumer preferences in this culturally rich and environmentally diverse destination.