Ecotourism Practices in Sri Lankan Eco Resorts: A Supplier Perspective Analysis

Abstract

Ecotourism is potentially the best growing segment in the international market. Many hoteliers in Sri Lanka promote the sustainable use of this concept as a new market-oriented concept. However, arrivals of eco tourists to Sri Lanka have been less than 1% over the last decade. A comprehensive case study research approach was used to conduct this research. Interpretive paradigm and the social constructionists' philosophical stand of the researchers provided the opportunity to explore or describe a phenomenon in context using a variety of data sources. In the sample, managerial level staffs were selected to conduct in-depth interviews to explore the meaning of the term "eco resort". Analysis of in-depth interviews and observations showed that the practice of the eco resort concept has been misused by the hoteliers in Sri Lanka. They have been unable to classify the eco tourists and identify the market and customer segment clearly.