Abstract:
Homestays, a key segment of the vital lodging sector, are designed to provide cultural
immersion and authentic local interaction within the rapidly growing tourism
industry. However, recent evidence suggests that many homestay practices in Sri
Lanka, particularly in the popular tourist destination of Ella, have deviated from the
authentic model. This study seeks to identify the causes of homestay operations'
deviation from the authentic model and proposes corrective realignment strategies.
Adopting a social constructivist paradigm, this study used a qualitative case study
approach to examine the perspectives and experiences of homestay operators in Ella
via in-depth interviews. A purposive sample of eight owners was interviewed until
data saturation was achieved. Subsequent thematic analysis identified key deviations
and informed the development of strategic realignments. Findings indicate that key
factors influencing deviations include profit-oriented attitudes among hosts,
insufficient guidance and monitoring by government authorities, guest-driven
modifications, competitive market pressures, and external challenges such as the
COVID-19 pandemic and the national economic crisis. Additional issues include
limited opportunities and resources for new entrants, along with a lack of awareness
about the authentic homestay model. To address these concerns, the study proposes
strengthening host education and awareness, enhancing the role of government in
regulation and support, and introducing measures that preserve cultural authenticity
while adapting to market demands. These findings hold important implications for
policymakers, tourism authorities, and local communities seeking to safeguard the
cultural and experiential integrity of Sri Lankan homestays, thereby promoting their
long-term sustainability and global competitiveness.
