IMPACT OF 5A’S ON DOMESTIC TOURISTS’ SATISFACTION IN ELLA SRI LANKA

Abstract

At present, rules and regulations implemented by the Sri Lankan government has been instrumental in providing the necessary boost to the domestic tourism sector than previously. Many countries which possess unique natural and cultural resources are making great attempts to brand those destinations related domestic tourism. When considering the domestic tourism destinations in Sri Lanka, Ella is one of the most popular places due to its distinctive image. The level of tourists’ satisfaction in travelling to Ella area is mainly depends on five main elements namely, attraction, accessibility, amenities, accommodation and activities of a tourist destination. Considering the timeliness and importance of the phenomenon, this research aims at recognizing how key elements of a tourist destination affected on the domestic tourists’ satisfaction in Ella. This research study employed the quantitative approach in collecting data, distributing self-administered questionnaires among 150 domestic tourists in Western Province who have visited Ella. The domestic tourists were selected based on convenience sampling method. The findings revealed that five elements positively correlate with domestic tourists’ satisfaction in Ella. Moreover, the above five factors have a positive significant impact on domestic tourist satisfaction and activities can be identified as the most crucial factor. The scholarly attention given to understand the domestic tourists’ satisfaction is low in both global and local contexts. Therefore, this research fills the gap in the existing literature. As the managerial implications, stakeholders can increase the level of domestic tourist’s satisfaction by improving activities, other basic infrastructure especially transportation, sanitary facilities and so on.