Business Studies
Publisher Name: IJRP
Views: 29 , Download: 24 , Pages: 880 - 893
DOI: 10.47119/IJRP1001751620258237
Authors
# | Author Name |
---|---|
1 | Harshani Karunanayaka |
2 | Ali Khatibi |
3 | Alyaa Afifah Binti Abu Talib |
Abstract
Tourism has identified as a major contributor to the economy of the majority of the countries in the world as it creates many employment opportunities, accelerate foreign exchange earnings, cultural exchange and the development of the infrastructure facilities. In Sri Lanka tourism has identified as the major contributor to the development of the economy in the country as it creates many employment opportunities and the regional development. After the civil conflicts, COVID 19 pandemic and the economic crisis, the country has now focused on diverse strategies to enhance the tourism industry in the country and to position Sri Lanka as a major tourist destination in the world. One of the major challenges that has identified in the tourism industry not only to attract new tourists but also to accelerate the repeat tourists to the country as the repeat tourists are more beneficial as they reduce the marketing expenses and creates profitability to the country. It is critically identified that the repeat tourists are more important as they are more cost effective and sustainable than the first visitors as repeat tourists spend more and increases the profits to the country. Hence within this context, the image that the tourists possess regarding a particular destination which is identified as the Destination Image has identified as the major contributor to the tourist revisit intention of the country. This study identifies the impact of Destination Image on Tourist Re-visit Intention mediating the role of Tourist Satisfaction in Sri Lanka.