Abstract:
In Sri Lanka, domestic tourism is gaining increasing importance, making it essential
to understand the factors that influence leisure travel decisions. The objective of this
study is to examine the impact of six key variables including budget and affordability,
destination image, social media influence, weather conditions and climate, peer
recommendations and social influence, and safety and security concerns on the leisure
travel decisions of residents in the Kandy District. Adopting a positivist research
philosophy, a structured quantitative methodology was employed, and data were
collected from 144 residents using a validated and reliable questionnaire. Statistical
analyses, including t-tests, ANOVA, and bivariate correlation, were conducted using
SPSS. The findings indicate that all six variables significantly influence leisure travel
decisions, with budget and affordability, destination image, and social media
influence emerging as the most impactful predictors. These results highlight how both
economic constraints and cognitive-perceptual factors shape domestic travel
behaviours. The study contributes to tourism literature by framing domestic leisure
travel decisions through a multidimensional lens. It highlights the increasing
influence of digital and peer-driven information channels in shaping travel intentions.
Practically, the findings provide strategic guidance for tourism marketers and
policymakers, emphasising the importance of affordable travel packages, enhanced
destination branding, and digital engagement campaigns. Although limited to one
geographic region and a cross-sectional dataset, the study lays the groundwork for
future mixed-method and longitudinal research exploring evolving consumer
preferences across diverse demographic and regional contexts in Sri Lanka.
