Exploring the Potentials, Issues, and Challenges in Developing Buddhist Tourism in Sri Lanka

Abstract

Over the years, the tourism industry has continually expanded and changed, making it one of the fastest-growing economic sectors in the world. With a millennium of history, Sri Lanka has been the global leader of Theravada Buddhism. There is a connection between religious tourism and cultural and heritage tourism. However, Sri Lankan religious and cultural tourism receives little attention. The current study was conducted with an eye toward tourism and culture administrative authorities, tourist service providers, and monastery Bhikkus in Sri Lanka because there aren't many studies available about Buddhist tourism growth potentials in Sri Lanka. By analyzing the opportunities, problems, and obstacles in the development of Buddhist tourism in Sri Lanka, this research seeks to close the gap. Convenience sampling was the method of choice for the semi-structured in-depth interviews that comprised the study, which was carried out utilizing a qualitative research strategy. Primary data were gathered in Sri Lanka from Bhikkus monasteries, tourist and cultural administration entities, and tourism service providers. The data was examined using thematic analysis. Promoting concrete and intangible Buddhist resources, increasing brand awareness, developing Buddhist hotspots, and developing experience-based tourism activities are the study's main conclusions. The primary problems and difficulties identified by analysis include a deficiency in language proficiency, a qualified academic staff, issues about the government, and an inadequate understanding of marketing techniques. Providing language training programs and processes that are appropriate for trainers, encouraging comprehensive marketing efforts in collaboration with key institutions to attract the right clientele, and proper government involvement were identified as the study's immediate strategies to boost Sri Lanka's rich Buddhist heritage and draw more tourists and boost the country's economy. Policymakers and other stakeholders may create strategic efforts to support sustainable Buddhist tourism with the aid of the insights gained from this study.