Abstract:
1. Introduction
This study examines the impact of over-tourism on tourist satisfaction in
Nuwara Eliya, Sri Lanka, with a specific focus on the moderating effect of
tourist expenditure. The rapid growth of tourism has created challenges in
maintaining high-quality infrastructure and visitor experiences,
particularly during peak seasons and long holiday periods. This influx
strains local resources and impacts the environment. This study aims to
assess how increasing visitor numbers affect tourist satisfaction and to
what extent higher spending can mitigate the discomfort associated with
overcrowding.
2. Research Methodology
A quantitative research approach and correlational research design were
employed in this study. Using simple random sampling, data were collected
from a sample of 385 local and international tourists visiting Nuwara Eliya
during the long holiday period in August. Descriptive analyses were
performed using SPSS and SmartPLS software to interpret the data.
3. Findings and Discussion
The analysis reveals a strong negative correlation between over-tourism
and tourist satisfaction, suggesting that as visitor numbers increase, overall
satisfaction tends to decrease. Additionally, tourist expenditure was found
to moderate this relationship, indicating that higher spending can help
alleviate some of the adverse effects of over-tourism on satisfaction levels.
4. Conclusion and Implications
The study underscores the need for tourism stakeholders to actively
manage visitor flows, enhance service quality, and devise strategic plans
for sustainable tourism development in Nuwara Eliya. Recommendations
include implementing visitor management strategies, investing in
professional training, continuously monitoring customer satisfaction,
improving signage and transportation options, and promoting educational
campaigns on responsible travel and environmental stewardship
