Abstract:
This study investigates the intention–behaviour gap in ecotourism in Sri Lanka from
the perspective of ecotourism operators-a stakeholder group often overlooked in
existing literature. While many tourists express strong pro-environmental intentions,
their actual travel behaviours frequently diverge due to a combination of
psychological, social, and structural barriers. Adopting a qualitative, exploratory
research design, data were collected through semi-structured interviews and open ended questionnaires administered among ecotourism business owners and service
providers across Sri Lanka. Thematic analysis revealed that factors such as
convenience, cost, limited eco-friendly infrastructure, greenwashing, and weak
policy enforcement significantly contribute to the gap between tourists’ intentions
and behaviours. Conversely, visible sustainability practices, immersive
environmental education, and strong social norms were found to reduce this gap. The
findings highlight that operators not only face operational challenges in delivering
sustainable experiences but also play a critical role in influencing tourist behaviour.
This study provides actionable insights for policymakers, tourism businesses, and
sustainability advocates to align tourists’ environmental intentions with their actual
practices, thereby enhancing the long-term viability of ecotourism in Sri Lanka.
