Investigating Perceptions of Sri Lanka’s Tourism Image via Travel Blog Narratives: A Netnographic Examination

Abstract

Research consistently shows that destinations with positive images attract more travellers in a competitive tourism industry. Having faced several obstacles such as the Easter attack, COVID-19, and the ongoing economic crisis, Sri Lanka is now reviving itself as a key tourist destination and needs a comprehensive assessment of its destination marketing efforts. A detailed image analysis is crucial, as this area remains underexplored in literature. This study analysed international leisure purpose tourists’ post-visit image perceptions of Sri Lanka, using 85 in-depth travel blog entries. The three-dimensional framework suggested by Echtner and Ritchie (1991, 1993) provided the theoretical lens for the study. The research successfully identified strong and favourable images associated with both the functional and psychological attributes of Sri Lanka. The overarching holistic impressions of the country were predominantly linked to its captivating scenic beauty, lush green landscapes, diverse yet compact offerings, tranquil atmosphere, and tropical character. The findings indicated that unique images of Sri Lanka held a relatively less prominent position in the minds of travellers when compared to other image dimensions. Some inconsistencies between post-visit perceptions and the images promoted by official tourism materials and channels were found. Based on the findings, three key recommendations are: (a) Improve Sri Lanka’s tourism offerings by addressing safety concerns and product innovation, (b) Revise marketing campaigns to reflect the true brand essence, and (c) Align destination marketing with product development for a cohesive brand experience.