A tourist satisfaction analysis of Eastern province, Sri Lanka

Abstract

Tourism is a major source of income in Sri Lanka. Tourism is defined as marketing of enjoyable and other features of an attractive location including the services for thehappiness of tourists. The eastern province is one of the popular tourist destination of SriLanka. The eastern province attracts many tourists annually, as it consists of many beautifulbeaches, wildlife safaris and some historical, cultural fossils. This study planned to observethe factors which has a significant effect on tourist satisfaction to improve the eastern tourismsector. Further, the study adopted an optimization approach for statistical analysis. There are76 motives under eight factors were used to measure the tourist satisfaction according to thepopular literature. The primary data collected through a structured questionnaire from 370respondents. There were 20 incorrect and partial responses which has been removed fromthe dataset. The data analysis was performed for the filtered dataset using the benchmarkedstatistical tools. Standards methods like Reliability Test, Multiple Correspondence Analysis(MCA), Chi-Square test and Ordinal Regression Analysis were used for this approach. Allthe analysis was done until it reaches the optimum value. The Ordinal Regression Analysisis used to find the significant factor which affects most the tourist satisfaction in easternprovince of Sri Lanka. The results confirm promising implication in each factor and all themotives and which are applicable to the tourism operators. The findings of the study help toimprove the service quality and provision of facilities of the tourism industry especialy inthe eastern province and also it helps to uplift the socio-economic status of the region andthe nation.