TOURISTS’ PERCEPTION AND SATISFACTION ABOUT THE SUSTAINABLE TOURISM OPERATIONS IN MADU RIVER

Abstract

The wetland tourism has become one of the most attractive niche market tourism segments in Sri Lanka and, therefore, the tourists’ participation for those activities are increased gradually during the last few years specially after ending the terrorism problem in Sri Lanka in 2009. The wetland ecotourism can define as a niche tourism segment of tourists who have particular favor at attraction, scenery and bio diversity, boat safari and other activities in wetland destinations. The Madu River can be identified as a popular natural wetland destination which use mainly for boat safaris and subsequently for other tourism related activities. The ever-increasing tourist arrivals has created both positive and negative impacts to the destination. Further, the tourists are also has faced various problems and issues at the destination.Therefore, the identification of the tourists’ perception and satisfaction about tourism operation in Madu River has become vital important.The main objectives of this study are, first,to identify the tourists’ perception and satisfaction about the tourism operation in Madu River and second to discuss the problem and issues related to sustainable tourism development in Madu River. The research has conducted through a questionnaire survey with 170 foreign and local tourists who has participated in boat safari in Madu River. The study is conceptualized using the tourists’ perception regarding theattractions and services, quality of boats, price and payments, safety and security, food and beverage, environmental management, guide services and information, service quality, support services as the independent variablesand the tourists’ satisfaction as the dependent variable. The findings highlight that there is a positive relationship between tourists’ perception and tourists’ satisfaction. Further, the tourists are mainly satisfied with attraction and services, quality of boats, safety and security and guide services and information and other observed factors are not positively contributed for their satisfaction. Also, the study has identified many problems and issues which affect for the sustainability of the tourism in Madu River. Mainly the contamination of kerosene oil with water which change the taste of fish. In addition to that the price discrimination, unequal distribution of benefits, fast riding of boats, cutting of mangroves and less economic benefits to the locals are the suffering problems and issues in the area. Therefore,the relevant and responsible authorities should intervene to solve the issues and problems which affect for the sustainability of the industry.