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Determinants of Tourists’ Cultural Destination Loyalty in Sri Lanka

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  • Y.M.W.G.P.K. Udurawana

    (Senior Lecturer, Department of Business Management, Faculty of Management Studies, Rajarata University of Sri Lanka.)

Abstract

World tourists have increasing concerns about cultural and spiritual tourism. The tourism industry in Sri Lanka is booming after the COVID pandemic and the severe economic crisis (2020-2022) by promoting Sri Lankan cultural heritage, beautiful beaches, diverse nature, wildlife, and thrilling eco-tourism. Although cultural heritage is the primary promotional tool for Sri Lanka’s tourism, the number of tourist attractions, retention in cultural areas, and tourists’ return visits to these areas are not meeting the expectations of the Sri Lanka tourism promotion authorities. Therefore, this study identifies destination image and tourist satisfaction as the main determinants of tourists’ destination loyalty based on the literature and explores these determinants’ positive and significant effect on tourists’ cultural destination loyalty in Sri Lanka through a conveniently selected tourist sample. The findings of the study provide recommendations for tourism stakeholders in Sri Lanka based on these results.

Suggested Citation

  • Y.M.W.G.P.K. Udurawana, 2025. "Determinants of Tourists’ Cultural Destination Loyalty in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(5), pages 1158-1161, May.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-5:p:1158-1161
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    References listed on IDEAS

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    1. Nor Khasimah Aliman & Shareena Mohamed Hashim & Siti Dalela Mohd Wahid & Syahmi Harudin, 2016. "Tourists¡¯ Satisfaction with a Destination: An Investigation on Visitors to Langkawi Island," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 173-188, June.
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