Abstract:
Agro Tourism and community-based Tourism (CBT) significantly enhance
sustainable development in most international and local tourism destinations.
As an Asian country, Sri Lanka consists of diversified traditional customs,
festivals, and rituals in the agricultural industry. Nevertheless, it generates a
niche market for agro-tourism and CBT. Heeloya tourism village, situated in
the central province of Sri Lanka contains unique natural and cultural
products. The remarkable traditional village culture and the rural agricultural
environment generate an impressive experience for the tourists who arrive at
Heeloya tourism village. The present study aims to identify the possibilities
for developing agro-tourism and CBT in Heeloya tourism village and to
recognize the challenges that negatively influence in development of agro-
tourism and CBT in the destination. The research is conducted using the
qualitative method, and the data is collected through interviews and observations. Content analysis was used for the study to analyze the data. The
results of the study revealed that it has the tremendous potential to develop the
destination through agro and CBT in Heeloya, and the farm base activities,
cuisine, accommodation, entertainment, educational activities, and natural and
cultural environment are the major drivers that enrich the agro-tourism and
CBT in Heeloya. Also, it was recognized that minimal awareness of the
positive impacts of agro-tourism and CBT by the host community, less
knowledge about the techniques in agro-tourism, less knowledge in foreign
languages, infirm leadership, lack of financial support and less motivation of
the host community are the major challenges in developing agro-tourism and
CBT in Heeloya. The practical implication of the study is to achieve
destination development through enhancing agro-tourism and CBT in
Heeloya.
