Agro and Community-Based Tourism for Destination Development: A Study based on Heeloya Tourism Village, Sri Lanka.

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.