Conceptual Paper on the Green Promises and Traveler Choices: Analyzing how Sri Lankan Hospitality Brands Utilize Green Promises to Attract Post – Pandemic Tourists with Special Referral to Badulla District

Abstract

One of the most trending developments within the tourism industry is the focus on green promises which refers to strategic assurances given by any hospitality brand to minimize its environmental impact and lead to sustainable tourism trend. In the case of developing countries such as Sri Lanka where tourism is a major source of the GDP and employment, being aligned with green tourism can transform the tourism industry after COVID-19 and support the process of greening the operations as well. Therefore, the main objective of this study is to examine the influence of green promises in determining post pandemic tourist booking habits in Badulla district. Rooted in the positivist philosophy, a deductive approach will be employed to test hypotheses developed from established theories and a quantitative research strategy will be used employing a structured questionnaire. This study will collect data from 384 domestic and international tourists who will be selected though the convenience sampling method. Findings of the study will be highly academically significant as it increments the literature of green marketing in the context of developing countries and especially South Asia. Practically, the findings matter more particularly to tourism operators in emerging destinations whose potential of eco-tourism is increasing. The research also sustains the wider Sri Lankan policy of creating a more robust and sustainable tourism sector in the post-pandemic world.