Abstract:
Considering the benefits of tourism, increasing destination attractiveness is one
of the key strategies employed by tourist destinations around the globe. Since
tourism is a vital foreign currency generator most developing economies are
concerned about increasing the destination attractiveness including Sri Lanka.
Anuradhapura and Polonnaruwa are two UNESCO World Heritage sites with a
plethora of tourism potentials which are located in the North Central Province
of Sri Lanka. However, as per the SLTDA annual reports in the last five years,
there is a significant difference between the tourist arrivals between these two
destinations. The purpose of this study is to assess the destination attractiveness
in comparative terms through the lenses of accessibility, attractions,
accommodations, and activities between Anuradhapura and Polonnaruwa.
Variables were identified 5A’s in tourism which were used to measure
destination attractiveness and selected exact variable through a pilot study, and
were employed in the main study. The sample consisted of 58 respondents who
were selected using a convenient sampling technique. The study employed
Statistical Package for Social Sciences (SPSS-21) for the data analysis.
Descriptive statistics (mean and standard deviation), independent sample T-test,
regression, and correlation analysis were the main analytical tools. The results
indicate that there is a significant difference in destination attractiveness between
the two destinations. Differences in the variables are explained by descriptive
statistics as well asindependent sample T-test. Correlation results show that all
variables have a positive and significant relationship with destination
attractiveness. Further, the regression analysis revealed that accessibility,
attractions, accommodations, and activities positively and significantly impact
destination attractiveness.
