APPRAISAL OF TOURIST SATISFACTION TOWARDS MARINE MAMMAL TOURISM (WITH SPECIAL REFERENCE TO WHALE AND DOLPHIN WATCHING AT TRINCOMALEE)

Abstract

Marine tourism is a niche tourism product, and it can be identified as a sustainable alternative to tourism. During the last few decades, marine mammal-based tourism has experienced rapid tourism growth. Significantly, watching Whales and Dolphins have enjoyed phenomenal growth and is one of the fastest-growing tourism products in the world. Utilization of the true potentials of Whale and Dolphin watching tourism has to be developed and promoted within Sri Lanka. The study focuses on appraising tourist satisfaction towards marine tourism, specifically Whale and Dolphin watching at the Trincomalee area. The objectives of this study were to identify the profile of tourists who are visiting for Whale and Dolphin watching, appraising the relationship between destination attributes and tourist satisfaction on Whale and Dolphin watching and discover the innovative practices which tourists will expect from the service providers of Whale and Dolphin watching industry in marine tourism at Trincomalee area. The study mainly depends on the primary data collected by the researcher through questionnaires and structured interviews. The purposive sampling method was used as a sampling technique to collect data from the 100 both local and foreign tourists. Quantitative and Qualitative data analytical method was employed in analysing the data using descriptive analysis, correlation analysis and thematic analysis. Findings reflect a significant affiliation between all the destination attributes(6A’s) and tourist satisfaction towards marine tourism. Moreover, findings have been discovered innovative practices expected by tourists from their service providers in Whale and Dolphin watching industry. Findings suggest implementing expected innovative practices of tourists and rules and regulations for sustain the Whale and Dolphin watching tourism in Sri Lanka.