Exploring Cultural and Heritage Tourism Development in Mannar: Critical Success Factors and Challenges

What the paper says

Cultural and Heritage Tourism (CHT) is a widespread alternative tourism sector that encompasses all aspects of travel, providing visitors with opportunities to learn about the history and lifestyles of different cultures. It significantly contributes to the economic development of developing countries in Asia. Sri Lanka also benefits economically from CHT. However, CHT activities in the Northern Province have experienced a decline due to external shocks such as the Easter Sunday Attack and the COVID-19 pandemic, despite the region's great potential to attract tourists with its culturally rich heritage sites, which have been well-known since ancient times. This study examines the critical success factors and challenges for CHT development in the Northern Province using a qualitative research method. Sixteen tourism stakeholders were selected through purposive sampling, and in-depth structured interviews were conducted and analyzed using content analysis. The findings revealed that infrastructure facilities, integration and accessibility, hospitality and treatment, biodiversity, and diversification are critical success factors contributing to CHT. Moreover, the findings identified erroneous promotional activities, lack of proper planning, and poor awareness among the natives as challenges that must be addressed comprehensively. Furthermore, the study concluded that adopting an exclusive and focused CHT strategy, involving the private sector in the promotion of CHT, and promoting unique products and resources by showcasing them are recommended for the development of the CHT industry. The findings could inform various stakeholders, including the government, policymakers, tourism stakeholders, and residents, about addressing the sustainable development of Cultural and Heritage Tourism (CHT) in the Northern Province.