Abstract:
The concept of Ayurveda hotels and their rapid expansion in island- wide has been
noticed by the industry and academics for several years after re-establishing the peace
& harmony inside the country in 2009. Even though the demand has increased, it has
not been investigated why tourists are demanding the Ayurveda hotels in Sri Lankan
context. Therefore, the objective of this study is to examine the pull motivational
factors that affect tourists’ decision in their choice of Ayurvedic tourist hotels in Sri
Lanka. The study has employed a mix-method where both quantitative and qualitative
techniques such as questionnaire survey & interviews were utilized for data gathering.
The mean ranking & descriptive statements were utilized for the data analysis. The
findings demonstrate that Authentic Ayurveda treatments are the most compelling
pull motivation forces followed by Sri Lankan Hospitality, Exotic Atmosphere, and
Authentic Sri Lankan culture, Value for money & Safety & security. The results of
this study may offer useful information regarding guests’ pull motivation factors
which could benefit hotel managers in designing marketing strategies such as
targeting, packaging, and advertisement.
