Challenges and Strategies of Ayurveda-Related Wellness Tourism Sustainability in Sri Lanka.

Strategies for overcoming the challenges of sustainable wellness tourism

Key finding of the study

Based on the findings of the study, the researcher has formulated several recommendations. Proposing government universities to include AWT and the use of indigenous medicinal practices in the wellness sector as an academic discipline, was one of the recommendations through which, a solid foundation is sought for future developments.   

Authors

R.L.T.D.S. Rajapakshe, Ayurveda Hospital, Pussalla, Sri Lanka

R.S.S.W. Arachchi, Department of Tourism Management, Sabaragamuwa University of Sri Lanka, Belihuloya, Sri Lanka

Summary

Tourism is one of the key economic activities in the world. Sri Lanka is a country that relies deeply on tourism income. Hence, identifying new horizons to develop the tourism sector is vital. Since Wellness Tourism is a trending concept in world tourism, this study aimed at Ayurveda-based Wellness Tourism and ways to uplift the existing outfit. To achieve objectives, the researcher conducted nineteen in-depth interviews with industry professionals to collect qualitative data inputs. Results showed that the actions of three main stakeholders impact Sri Lankan AWT; tourism-related authorities, Ayurveda-related authorities, and service providers. Tourism-related authorities identified the importance of AWT to some extent but, can contribute more to the sector. The actions of Ayurveda-related authorities are insufficient or bottleneck the industry's sustainable development. The quality of the services is proportionate to the scale of the service provider. Further, authorities' bureaucracy prevents AWT's expansion through medium or small-scale service providers. The results suggest that Sri Lankan AWT requires three-plied corrective actions. In that, setting up a national-level policy, strong marketing policy, actions to change the mindset of people, reforms in the Ayurveda education system, and branding are the long-term actions whilst development of infrastructure, value addition of AWT, streamlining of government institutions, and implement feedback system are mid-term actions.

Published in

In: Sidar Atalay Şimşek, Gayathri Puwanendram, İsmail Şiriner (eds) Current Issues in Sustainability (1st Ed:) Pages 67-82 IJOPEC Publication, London (ISBN: 978-1-913809-49-2)

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