Abstract:
Spice tourism has evolved as a culture rooted and a customer-centric segment of
global tourism. Our approach mainly focused to investigate the use of marketing mix
elements of the Cochin, Turkey, and Dubai spice markets, to select suited location/s
to establish spice market/s in the Sri Lankan context, and to develop guidelines and
strategies to thrive the spice market concept within the country’s economic, social
and environmental framework. Traveller experiences field observations, focus group
discussion with local experts were principal data sources. Locations of main tourist
attractions within the spice growing areas were considered for spice market
positioning. Both qualitative and quantitative techniques were instrumental in data
analysis. Traveller review typology identified 85%, 76%, and 75% pro-level reviews
respectively for the Turkey, Dubai, and Cochin spice markets. Product strategy
varied from raw spices, organic spices, fair trade spices to high end value additions
like nutraceuticals. Cochin and Turkey spice markets recognized as reliable sources
of high-quality spices with the consensus of 80% and 66.7% of the reviewers.
Women cooperatives, Arabian, Egyptian, Indian, Iranian, and Syrian marketing
channels were the focal sources of spices. Price skimming, premium pricing to cost
plus pricing were common to all market places considered for the study. Pricing
strategies of Dubai (94%) and Turkey (74%) markets were less attractive to many
travellers. Spice markets were established within the central location of the main
tourist hub open up doors for many visitors and considered as a key attraction of the
site. Promotional strategies varied from onsite special promotions, public relations,
online tools, advertising to branding. Visitor experiences on services offerings were
negative. Ethical, customer friendly, caring and trustworthy services were main
customer demands. Bentota, Hikkaduwa and Kandy, famous tourist destinations of
the country would be promising locations to establish spice markets considering the
fact that availability of raw material, centres of spice growing areas that are
surrounded by other attractions to make perfect visitor experience.
