Abstract:
The tourism industry in Sri Lanka is facing heightened competition in the
global market, necessitating the adoption of innovative promotional strategies.
This research addresses the dearth of comprehensive documentation regarding
the actual contribution of documentary films to the growth and development
of Sri Lanka's tourism sector. Documentary films offer a compelling medium
through which the nation's distinctive cultural heritage, natural beauty, and
diverse experiences can be showcased to a worldwide audience. However,
empirical evidence regarding their impact remains limited. The research
problem focuses on the need to understand the role of documentary films in
Sri Lanka's tourism industry. The research objectives aim to investigate their
impact on tourist perceptions and motivations, analyze their role in shaping
the destination image, identify barriers and challenges in utilizing these films
for tourism development, and propose recommendations for their effective
integration into Sri Lanka's tourism promotion strategy. To achieve these
objectives, a mixed-method research design will be employed, combining
quantitative and qualitative approaches. Structured surveys will be distributed
to 100 international tourists during the peak tourism season, while in-depth
interviews with key stakeholders will provide valuable insights.
Supplementary data will be collected from academic journals, industry
reports, and official tourism publications. These data were analyzed by SPSS
and NVivo software. Preliminary findings suggest a positive correlation
between exposure to documentary films and increased interest among tourists
in visiting Sri Lanka. These films play a significant role in creating awareness
about the country's cultural richness, ecotourism potential, and authentic
experiences. Nevertheless, challenges such as funding constraints, distribution
limitations, and content authenticity hinder their full potential to contribute to
sustainable tourism development in Sri Lanka. Overcoming these challenges
will be crucial to maximizing the benefits of documentary films for the tourism
industry.
