Abstract:
This research investigates community involvement in promoting circular economy practices
within tourism, focusing on Athili Wewa Tourist Village in Sri Lanka. The study explores the
commitment of local residents to sustainable community-based tourism. Findings reveal that
while the community actively engages in tourism activities like accommodation, food provision,
and guiding, significant gaps remain in infrastructure, education, and formal support, hindering
the full adoption of circular economy principles. Despite these challenges, the community
exhibits strong determination toward sustainability. The study identifies a lack of awareness
among both locals and tourists, with the latter often engaging in unsustainable practices. Using
the Theory of Planned Behaviour, this research explores how community attitudes, norms, and
perceived control influence participation in circular economy practices. The findings emphasise
the absence of coordinated community, institutional, and policy support frameworks needed to
foster circular tourism. Based on these results, the study recommends policies focused on improving
waste management infrastructure, providing training for both locals and tourists, and
developing public-private partnerships to support circular economy initiatives. This research offers
valuable insights for policymakers, tourism stakeholders, and rural communities aiming to
integrate circular economy principles into their tourism models, calling for further exploration
of long-term impacts, digital tools, and sustainability-driven community initiatives.
