What have they heard? Pre-visit image of Sri Lanka as a tourist destination

Sajith Siriwardana, J W Dushan Chaminda, Dilan T Rathnayake

Research output: Contribution to journalArticlepeer-review


Nearly a decade has passed since the end of the civil-conflict which prevailed for 30-long years in Sri Lanka. Despite the evocative dark patches, tourism industry made a significant contribution to rebuild this nation during this period. However, efforts to answer even the most basic questions including, "How do tourists view Sri Lanka as a tourist destination?", have been noticeably inadequate. This paper thus, aims to explore the pre-visit destination image held by tourists regarding Sri Lanka and the role played by information sources in forming such a pre-visit image. Having conducted 25 semi-structured interviews with overseas tourists, who have not gained any travel exposure in Sri Lanka, the findings, derived from a thematic analysis, suggested that the respondents have a favourable pre-visit image, overall, towards the country. While word-of-mouth has been influential in forming such a favourable image, the government-maintained information sources were viewed in a supportive capacity.
Original languageEnglish
Pages (from-to)181-205
Number of pages26
JournalSouth Asian Journal of Management
Issue number2
Publication statusPublished - 11 Nov 2019


  • destination image
  • post-conflict recovery
  • pre-visit image
  • Sri Lanka
  • word-of-mouth communication


Dive into the research topics of 'What have they heard? Pre-visit image of Sri Lanka as a tourist destination'. Together they form a unique fingerprint.

Cite this