Exploring community engagement and circular economy practices in rural tourism: A case study of Ethiliwewa tourist village in Sri Lanka

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.