THE ROLE OF THE MARKETING FACTORS TO DEVELOP THE AGRITOURISM INDUSTRY IN DAMBULLA TOURISM AREA

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dc.contributor.author Dilhani Ruwanthika Weerasinghe, K. P. W.
dc.date.accessioned 2021-06-07T07:34:56Z
dc.date.accessioned 2022-03-09T17:59:01Z
dc.date.available 2021-06-07T07:34:56Z
dc.date.available 2022-03-09T17:59:01Z
dc.date.issued 2019
dc.identifier.issn 2651-0189
dc.identifier.uri http://drr.vau.ac.lk/handle/123456789/2955
dc.description.abstract This research is an investigation on the role of the marketing factors to develop the agritourism industry in Dambulla tourism area. Agritourism is the application of tourism activities to the agriculture industry. As it is significantly developing a concept, the agritourism industry needs effective marketing practices. A problem which arises in this industry is the usage of marketing practices are a lack in the agritourism industry when it considers in the Sri Lankan context. There has been less previous evidence for analyzing the marketing practices in the agritourism industry. The objective of this study is to identify the role of the marketing factors to develop the agritourism industry in Dambulla tourism area. According to the study, product characteristics, pricing strategy, promotion, geographical location, physical appearance, employment characteristics were identified as marketing phenomena to develop this industry. Structured questionnaires were distributed among the two hundred tourists by using purposive sampling around the Dambulla area. Results of the study revealed that product characteristics, pricing strategy, promotion, geographical location, physical appearance, employment characteristics significantly play a significant role to develop the agritourism industry in this tourism area. en_US
dc.language.iso en en_US
dc.publisher University of Jaffna en_US
dc.subject Agriculture en_US
dc.subject agritourism and marketing factor en_US
dc.title THE ROLE OF THE MARKETING FACTORS TO DEVELOP THE AGRITOURISM INDUSTRY IN DAMBULLA TOURISM AREA en_US
dc.type Article en_US


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  • JBM 2019 [16]
    Journal of Business Management

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