KADIRAGAMAR - Research Abstract

 RESEARCH TITLE:- 

“Promoting Sustainable Tourism in Kataragama through Community-Based and Digital Marketing Strategies”


RESEARCH ABSTRACT  


This study examines the promotion of sustainable tourism in Kataragama through the integration of community-based approaches and digital marketing strategies. Kataragama is a significant multi-religious and cultural tourism destination in Sri Lanka, attracting a large number of pilgrims and tourists annually. However, increasing tourist activities have led to environmental and social challenges such as waste management issues, overcrowding, and limited community involvement. The main objective of this study is to explore how community participation and digital marketing can contribute to sustainable tourism development in Kataragama. A qualitative research approach was adopted, using a case study design. Data were collected through semi-structured interviews, focus group discussions, and observations involving local residents, tourism business owners, and tourists. The collected data were analyzed using thematic analysis to identify key patterns and insights. The findings reveal that while tourism provides economic benefits to the local community, their participation in decision-making processes remains limited. Awareness of sustainable tourism varies among stakeholders, with business owners showing relatively higher understanding compared to residents and tourists. Environmental issues such as waste accumulation and pollution were identified as major challenges, particularly during peak pilgrimage seasons.

The study also highlights that digital marketing platforms, including Facebook and Instagram, play a significant role in promoting tourism. However, their use is primarily focused on attracting visitors rather than promoting sustainable practices. The study concludes that sustainable tourism in Kataragama can be enhanced through stronger community involvement, improved awareness, effective environmental management, and the strategic use of digital marketing. The findings provide practical recommendations for policymakers, tourism stakeholders, and local communities to promote sustainable tourism development.

Key Words: (Sustainable Tourism ,Community-Based Tourism, Digital Marketing , Tourist Behavior, Environmental Sustainability, Kataragama)

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