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S. S. W. Jayasooriya; International Journal of Advance Research, Ideas and Innovations in Technology
© 2019, www.IJARIIT.com All Rights Reserved Page | 475
ISSN: 2454-132X
Impact factor: 4.295
(Volume 5, Issue 2)
Available online at: www.ijariit.com
Exploring the potentials, issues, and challenges for community-based
tea tourism development (with reference to Hanthana Mountains)
Jayasooriya S. S. W.
sachimck2@gmail.com
University of Kelaniya, Colombo, Sri Lanka
ABSTRACT
Community-based tourism could be one way of creating a more
sustainable tourism industry. Community-based tourism
brings numerous benefits to the wider community by
increasing the standard of living in rural areas, which helps in
reducing migration to urban areas. The study begins with an
assessment of potential tea tourism products that could be
developed in the community of Hanthana and the
neighbouring communities. The research based on qualitative
approach in-depth interview and potential identification tool
for identifying the tea tourism potentials within the Hanthana
area. According to the findings, Hanthana can remark as the
most suitable place to promote tea tourism in Sri Lanka. Paper
accomplishes research propositions in line with the empirical
and theoretical justifications encouraging future research
priorities.
Keywords— Sri Lankan tourism industry, Impulsive buying
behavior, Consumer buying behavior
1. INTRODUCTION
Tourism is a major business of attracting and catering the needs
of people travelling and staying outside their home communities
for business or pleasure (WTO, 2016). A destination represents
a mix of products and services that come together to meet the
needs of the tourist or a place where tourist travel to in order to
experience particular features or experiences.” (Fyall &Wanhill,
2008). Meanwhile, the concept of tourism can use used to
develop community within a developing country like Sri Lanka.
According to Tourism Strategic Plan (2017) in the present
context, Community members suffering from some initial
disadvantages, such as poor housing, insufficient land or income.
Therefore, this study aims to identify tea tourism potential in
Hanthana and how community’s lives using the tea tourism
product progress.
As an area rich with all tea tourism possibilities, still, Kandy is
not considered as a destination which can promote tea tourism.
Therefore, the research problem is “Why Kandy is neglected by
tourists as a tea tourism destination? The main purpose of this
research is to Identify tea tourism potentials as a successful
community-based tourism venture in Hanthana.
1.1 Purpose of the Study
Tourism is one of the fast-growing industries and elected as a
tool for economic development and employment generation. The
rapid growth of tourism causes adverse impacts on the
environment, biodiversity and community. The research is
developed with a purpose to discover the hidden potential of the
tea tourism industry. Additionally, another Inspiration behind
this research is to examine the regional development process to
the identified area. Even though Kandy is a tourism destination
which was popular for the cultural and heritage sites, it is not
recognized as a tea tourism destination with many tea tourism
potentials. And the most considerable area of the study is the
regional development process which is applied Hanthana to
develop the area with the tea tourism potential with the
engagement of the community.
1.2 Methodology
This paper based on a deductive approach in which arguments
and explanations are mainly supported by ten in-depth
interviews, observations and associated theoretical contents.
Alongside, authors discuss and conclude the paper by suggesting
future research directions in line with the synthesized
discussions.
2. LITERATURE REVIEW
Empirical studies still argue “The activities of persons travelling
to and staying in places outside their usual environment for not
more than one consecutive year for leisure, business and other
purposes not related to the exercise of an activity remunerated
from within the place visited” (WTO, 1994). As a tourism
destination, Sri Lanka is blessed with an abundance of
diversified tourism resources. Beaches along its 1585 km
coastline, natural, ecological and wildlife attractions, native
culture, Buddhist heritage, and remnants left by Arabs,
Portuguese, Dutch and British seafarers are few of the wonders
of this miraculous island. (SLTDA, 2017). According to the
United Nations, community economic development is a method
for creating conditions of economic and social progress for a
community through active participation by the community
(Joppe 1996).
Still, researchers are argued, Tea tourism, as a type of
niche/special interest tourism cross many disciplinary
S. S. W. Jayasooriya; International Journal of Advance Research, Ideas and Innovations in Technology
© 2019, www.IJARIIT.com All Rights Reserved Page | 476
boundaries, therefore, has a wide and eclectic audience but less
research literature and investigation projects (Sharples, 2008).
Tea tourism: “tourism that is motivated by an interest in the
history, traditions and consumptions of tea” (Jolliffe, 2003),
consisting of tea gardens where tea is planted, tea factories where
it is produced, tea shops where it is for sale or served, and
institutions that preserve and interpret the tea culture (Jolliffe,
2007). And the Tea tourist: “a tourist experiencing history,
culture, and traditions related to the consumption of tea”
(Jolliffe, 2007). Based on empirical studies on, Gunasekara and
Momsen (2006) they investigated the role of the tea industry in
attracting visitors to Sri Lanka. In their views, tea tourism is
linked to eco-tourism, heritage tourism, and wellness tourism
and rural and farm tourism, and is identified as having the ability
to be either high-end and exclusive or community-based and pro-
poor. According to Jolliffe, 2007, It is noted that small-scale
development may be more effective in linking tea to tourism for
positive economic results for local communities. Additionally,
Tourism that is going to be community-based or community
managed needs to include the community from the onset of its
development, beginning with the planning process. CBT
initiatives that have employed an inclusive process from the
onset of development have shown the greatest success (Cooper
2004). Therefore, to ensure the long-term success of the tourist
destination, strong community support and participation is
needed in the development process (Tosun 2000). The
implementation and success of a tourism development plan are
often based on the support of stakeholders in the community,
which include the citizens, entrepreneurs, and community
leaders (Gunn, 1994; Bramwell & Sharman, 1999).
3. DATA ANALYSIS
3.1. Identify tea Tourism Potentials
Hanthana is famous mountain ranges among the Central Hills of
Sri Lanka located near to the Kandy City. Rich biodiversity and
untouched beauty are the reason for attracting to Hanthana.
According to the interviews and observation can identify
community who living in Hanthana area are suffering from
economic problems ant the people not getting enough advantage
from their natural environment. According to them, they use tea
estate and the tea museum for tourist attraction. But they do not
take the full advantages from the recourses. Meanwhile, Tour
operators arrange trips to Hanthana area on client request only.
Rather than they are not focusing on promoting Hanthana as a
tea tourism destination, but they are promoting Kandy as a
cultural and Heritage city among the tourists.
3.1.1 Assessment tool: To assess the potential availability
selected five people from the area of Hanthana who have a better
idea about the region and as outsiders selected five people who
respond to develop tourism in the region. The assessment tool
develops based on the tool developed Fausnaugh (2004) and
Nina Himberg (2006).
3.1.2 Results of Residents: The score points were summed, and
the gross total of the regional characteristics’ points was divided
by 20 in order to create a standardized score. The property
characteristics points were divided by 10 to get the values. In
average, both the regional and property characteristics score gets
a numerical value. However, when placed on the fourfold table
indicating the overall tea tourism potentiality of the area is high,
the numerical values locate on the high potential field. In this
case, according to the residents’ view, it represents 6.99 from
Regional Characteristics and 7.24 from property Characteristics
Score. This indicates, that the case areas are seen to have a high
potential for tea tourism, although the region needs to be
upgraded on the factors that are weakening the overall balance.
According to the graph, Hanthana is a region high in natural
futures as property characteristics but Human resource features
are only 56 when comparing to the other essential factors human
recourse factor indicates a low value. Hence can assume
community participation is very low in Hanthana even though
existing with natural resources which can promote among
tourists. (Appendix 01)
3.1.3 Results of outsiders: The score points were summed, and
the gross total of the regional characteristic’s points was divided
by 20 in order to create a standardized score. The property
characteristics points were divided by 10 to get the values. In
average, both the regional and property characteristics score gets
a numerical value. However, when placed on the fourfold table
indicating the overall tea tourism potentiality of the area is high,
the numerical values locate on the high potential field in this case
according to the outsider’s view. It is representing 7.3 from
Regional Characteristics and 6.6 from property Characteristics
Score. This indicates that the case area seemed to be a high
potential for tea tourism, although the region needs to be
upgraded on the factors that are weakening the overall balance.
According to the outsider’s view can recognize Hanthana as a
destination rich with natural beauty. Additionally, low
community participation running natural resource management
projects, Local tourism businesses. (Appendix02).
3.2 Identify the opportunities and barriers for community-
based tea tourism development
According to the interviews the main barrier is low skill and
knowledge of the community. Skill and knowledge are one
essential component of community capacity building; the most
barriers to effective tourism development were a lack of skill and
knowledge about tourism in general within the area among the
community.
The concept of skill and knowledge is regarded as a tool to assist
in tourism in local communities. Community skill and
knowledge had become an important source of tourism
development.
Lack of tourism expertise; lack of appropriate education, lack of
local government support as main barriers of tourism
development within the Hanthana area. Because the community
is not motive within the area for a new concept, skill and
knowledge development programs should be carried out to
promote tourism in Hanthana.
Decision making takes longer with community involvement:
Sometimes it can take longer to decide, but this is primarily a
perception which exists because of beliefs about planning
processes and political systems, again leading to apathy and a
failure to understand politics low skill and knowledge about the
tourism.
3.3 Opportunities that community face when involving in tea
tourism within the area of Hanthana
Employment for local communities: Findings indicate that
community-based tourism at Hanthana will become a very
important source of employment for local communities, with the
employing locals in a variety of jobs ranging from cleaners,
drivers, guides, business venture as arts and craft etc. The
creation of employment is very important when promoting rural
development in this area. The community-based tourism creates
an alternative means of survival for locals. Therefore,
developing tea tourism in Hanthana means reducing poverty in
rural areas. The people who are employed use their wages to
assist family members. Finally, they will improve their living
conditions.
S. S. W. Jayasooriya; International Journal of Advance Research, Ideas and Innovations in Technology
© 2019, www.IJARIIT.com All Rights Reserved Page | 477
Local development: Results from the interview with responsible
authorities, they agreed on the development of a new tourism
concept is a way to develop community especially tea labours
within the area of Hanthana. This is, however, the involvement
of the community in tea tourism has helped in diversifying rural
livelihoods and creating sustainable opportunities for locals.
Sourcing of local goods and services: Focus discussions, as well
as the interview with responsible authorities, has found that the
sourcing of locally available goods and services is very
important for this community as opportunities are created for
small scale, informal sector operators, who otherwise would not
have access to the mainstream tourism industry, through the
provision of goods and services, is one way in which locals can
sustain their livelihoods and help in the eradication of poverty.
Economic opportunities: Economic opportunities such as
lodging, food, activities, and transportation can be provided by
community members. Moreover, it will help livelihoods and
economic alternative development strategy for poverty
alleviation and women’s empowerment (e.g. through the
creation of new space for women to take on leadership
positions). Livelihoods and economic alternative development
strategy for community revitalization and development (e.g.
rural towns which are experiencing a decrease in services, local
industry and may have low employment opportunities)
Other than above, A ‘value add’ to an existing biodiversity
conservation project to direct benefits of tourism into
conservation activities and empower local communities to
sustainably manage their resources or eliminate and reduce
reliance on unsustainable practices.
3.4 Planning Process to Develop the Tea Tourism of
Hanthana
Planning tourism at all levels is essential for achieving successful
tourism and management. According to the information gathered
through interviews, Assessment tool and the field observation
can come up with a decision, even though Hanthana is an area
rich with all the tea tourism possibilities still area is not
considering as a tea tourism destination. Therefore, to avoid the
problem, developing an effective planning process to the region
is a critical factor according to the research.
To establish the tourism industry within the community must
have clearly defined goals and objectives which can understand
by the community with the community-based tea tourism
potentials in the area of Hanthana.
And get the assistance from authorities who responded to
develop tourism not only but also the community within the area.
Assistance with the various stages of tourism development is a
critical factor throughout this process.
One of the most important elements that need to be present right
from the onset of any tourism development is an integrated
approach. An integrated approach will begin with community
meetings, which will initiate community participation and
involvement in tourism development within the area.
Community participation will be a crucial element as it will raise
awareness in the community of their tourism potential, and it will
help the tourism initiative succeed. Community participation in
the process will also educate and empower the participants and
it will allow them to identify and address their needs. Active
community participation will be a way for the community to
assume responsibility to plan, to manage, and control necessary
actions for tourism development in Hanthana with the
involvement of stakeholders.
Fig. 1: A regional planning process
Once products have been identified, it is essential that training
programs specific to the needs of the identified entrepreneurs,
products and tourism committee be developed so they can
develop their tourism products effectively and the training
programs should focus on skills development, business planning
and marketing. With these programs, viable and suitable tourism
products will result. As these products are going through the
development stages, it is essential that the community begin to
market to tourists. At the same time developing the necessary
infrastructure is essential.
Tourism would stand to benefit the region significantly through
sustainable economic development. If the process of tourism
development is carefully executed with the community’s needs
and desires always at the forefront, the chances of success will
be greater. The current barriers to tourism development in
Hanthana will need to be addressed to ensure successful and
sustainable development in the near future.
4. CONCLUSION AND RECOMMENDATION
Since Tourism is a leading industry and the fastest growing
economic sector in most developed countries’ economy, it is still
important for Sri Lanka to maintain financial stability.
Meanwhile, it is ranked as the fourth largest foreign exchange
earner in the country. It has been easy to promote Sri Lanka as a
historic, cultural and beautiful tourist destination.
Because our country is heavily depending on traditional markets,
alternative forms of tourism should be implemented so that the
country could attract high spenders. In the area of agro-tourism,
there is much potential to promote the Tea Industry as a new
market segment. The 140-year of tea history, agricultural history,
Source-A regional planning process: Michael Hall
Develop community based tea
tourism 2014-2020 in Hanthana
Assistance with the responsible
authorities to development stages
Hold community meetings
Development of local community
tourism
Identify entrepreneurs and
opportunities
Develop training programs
Promote training Programs
Implement programs
Develop marketing material for
the community
Assess situation
Provide ongoing support as needed
S. S. W. Jayasooriya; International Journal of Advance Research, Ideas and Innovations in Technology
© 2019, www.IJARIIT.com All Rights Reserved Page | 478
beautiful tea plantations and brand name of Ceylon tea are all
unique features that can be explored to develop tea tourism in Sri
Lanka.
There are numbers of advantages that we can achieve by
promoting tea- tourism in the Hanthana Area. Because it is
situated at the top of the Kandy city, it has more scenery for
tourists to shoot at. If we can attract more tourists, there would
be vast development in social, economic sector and
infrastructure. Because the city is world renowned for its ancient
glory, most tourists visit the city from all around the world. So
this will be an added advantage to promote the area.
SWOT analysis witnessed there are more opportunities and
strengths other than weaknesses and threats. According to
Regional Characteristics and property, Characteristics Score it
scored 6.99 and 7.24. This indicates that the area has a high
potential for tea tourism. Tourism can act as a generator of
community development in the area. It has more potential than
Bogawantalawa, Maskeliya, UdaPusellawa, Badulla and
Talawakele.
The Destination Potential Evaluation graph indicates that
Hanthana has a high score in natural beauty, cultural and social
characteristics but low in existing tourism activities due to low
involvement of the community. Finally, based on primary data
can conclude Hanthana is the most suitable place to promote tea
tourism in Sri Lanka.
4.1 Suggestions
Because Sri Lanka is among the leading tea producers in the
world it is easy to promote tea tourism in the Hanthana area along
with National Tea Museum. Estates bungalows can be converted
to into luxury plantation villas, tea factories can be converted to
Luxury hotels. Finally, tea estates can be used for leisure
activities like Nuwara-Eliya.
On the other hand, the beauty of Knuckles and Hunnasgiriya
mountains can be observed on the top of Hanthana Mountain.
Stakeholders such as Aitken Spence and Jetwing should
encourage both the general public and government in order to
promote tea tourism in Hanthana area. Transport service of the
area should be improved along with the tea tourism promotional
activities such as plucking tea leaves and nature walks.
Moreover, awareness programs and training programs should be
implemented within the area to improve local participation in tea
tourism activities. Finally, Tea-tourism will generate additional
income for the people of the area by creating more jobs in
Hanthana area.
4.2 Future Recommendations
Even though the academic researchers are very advanced about
the topic of community-based tourism, there are lots of possible
fields to conduct researches. It might be interesting to deeply
undertake a study in order to explain and know local cultural
systems.
And this study would help us how sustainable tourism can be
obtained and what initiatives we would undertake. Another point
to consider for future research is the community-based eco-
tourism near forest reservations. Finally, the recommendation
would be to explore stakeholders’ perception of community-
based tourism and gain the participation of the community to
build a sustainable tourism destination an eco-entrepreneurship
based on CBT in the future.
3. APPENDIX
Fig. 2: Results of residents
(Source: By author using an assessment tool)
Fig. 3: Destination potential Evaluation Grid (Source
assessment tool)
Fig. 4: Results of outsiders
Results of Residents
Source-By Author using an assessment Tool
Regional Characteristics
Average
Natural beauty
24.8
Cultural and social characteristics
21.8
Recreational facilities
17.8
Shopping and commercial facilities
17.4
Public infrastructure
16.8
Accessibility
18.2
Attitudes towards visitors
13.6
Existing tourism activities
9.4
GROSS TOTAL
139.8
Divide Gross Total by Standardizing Factor 20
Net Regional Characteristics Score
6.99
Property Characteristics
Natural features
20.4
Built features and cultural artifacts
18.8
Source-An assessment Tool
Regional Score
Property Score
Figure 4.3: Destination Potential Evaluation Grid (Source-Assessment Tool)
Results of Outsiders
Regional Characteristics
Average
Natural beauty
23
Cultural and social characteristics
22.6
Recreational facilities
20.2
Shopping and commercial facilities
17.8
Public infrastructure
18.2
Accessibility
17.4
Attitudes towards visitors
12.6
Existing tourism activities
14.2
GROSS TOTAL
146
Divide Gross Total by Standardizing Factor 20
Net Regional Characteristics Score
7.3
Property Characteristics
Natural features
19.8
Built features and cultural artifacts
16.4
Site infrastructure
17
S. S. W. Jayasooriya; International Journal of Advance Research, Ideas and Innovations in Technology
© 2019, www.IJARIIT.com All Rights Reserved Page | 479
Fig. 5: Destination potential Evaluation grid
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BIOGRAPHY
Jayasooriya S. S. W
Visiting Lecturer
Student, Master of Business Administration
University of Kelaniya, Colombo, Sri Lanka, India
