International Journal of Engineering and Management Research (IJEMR)
Year : 2017, Volume : 7, Issue : 5
First page : ( 256) Last page : ( 261)
Print ISSN : 2394-6962. Online ISSN : 2250-0758.

An Analysis of the Push and Pull Motives for Choosing Sri Lanka as the Wedding Tourism Destination: With Special Reference to Southern Province

Nawarathna A.M.D.B.

Lecturer, Department of Public Administration, UvaWellassa University, Badulla, SRI LANKA

Online published on 8 December, 2017.

Abstract

Wedding tourism has increased popularity over the past decade and is recognized as a significant market segment with a possibility of enhancing effectiveness of the industry by amalgamating two segments as one destination. Tourism motivations are important factors in understanding tourist behaviour in relation to destination's choice, especially for the wedding market. This is already existing niche market which has not been yet capitalized and can be developed as a diversified tourism product and the effects of seasonality can be minimized. Hence, the purpose of the study was to determine the various travel motivations of wedding tourism to Sri Lanka. Primary data collected by the researcher from 100 foreign tourists applying convenience sampling method. Southern province was the research area for data collection. Quantitative data analysis method was deployed. The findings revealed that wedding tourists are primarily attracted by the destination's attributes such as the famous “sea, sun and sand” which forms part of the characteristics of small tropical islands, followed by other pull attributes. At the same time, push factors like destination marketing and promotion also encouraged tourists to marry in Sri Lanka. Thus, in order to encourage wedding tourism, increasing marketing efforts can prove to be a powerful tool. The study also confirms that destination managers should better understand travel motivations of tourists before developing and marketing product and services.

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Keywords

Wedding Tourism, Pull Factors, Push Factors.

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