Strategic Tourism Management Assignment Sample

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Introduction of Strategic Tourism Management

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Strategic tourism management refer to the process of working on the tourism of the country through different strategies which help them in increase tourists from around the globe (Martins, 2018). It is crucial for the country to work on the strategy tourism management so that they can develop a better service for their guests in country. The report will explain the tourism sector of Sri Lanka and the current position of the tourism sector in the country.

Tourism is one of the most important factors of income generation for the country and also help in economic development in country. Sri Lanka is a place which is known for its ancient history and culture and it is also connected with the ancient Hindu science(LankaBandara, 2019). The report will explain the current position of Sri Lanka tourism including the key objective and their headline posts of islands. Report will also provide the information about the strategic internal audit which helps in explaining the 6A models to understand the internal capabilities.

Further the report will explain external strategic audit which include porter five force models, Pestel analysis and market analysis for Sri Lanka. In task B the report will provide the information related to the internal audit and external audit to calculate the strength, weakness, opportunity and threat of the country. Strategic tourism is very helpful for the country as it helps in increasing the services and eliminating the conflict from the industry to attract more of the audience (Linnik and, 2020).


Current Position of Sri Lanka

The current position of the tourism industry in Sri Lanka is getting very low due to the ongoing pandemic worldwide. It is crucial for the Sri Lanka Island to get the visitors but due to the covid pandemic they are not getting the customer or tourist from around the globe. It has impacted their economy as tourism plays a crucial factor in the growth of the country and in economic situation as well. The country is working on development of new ways and is working in the soul searching to increase the tourism after the post pandemic situation (Naradda Gamage, HewaKuruppuge and Haq, 2017). The government and tourism sector of Sri Lanka are focusing in developing services for the people and are searching for the best of product and services to increase the tourism sector. The tourism of Sri Lanka got risen due to the Colombo hotels and their services which help them in getting back to the knees in tourism industry (Ranasinghe and, 2020). The government is working in developing the island to the desire destination and they are making strategies involving the security and safety on priority due to the pandemic or virus situation. The new government helped them in increasing the tourism business as they are focused on the tourism sector. They know to develop the business it is essential to increase tourism as it provides a huge amount of economic stability to country. After the incident of past which included terroristattract people were scared to visit Sri Lanka. The government worked hard and implemented a lot of security and again started the tourism industry within 6-month time spam (Samarathunga, 2020). 


Task A Strategic Audit (Internal)

The 6A framework model:


Attraction refers to the ways people get attracted to the country or for the tourist places. It includes the manmade, natural places, artificial, heritage and special events. Sri Lanka is a place which offer red mosque, the national park of Sri Lanka(Jayasinghe, Sano and Rattanaporn, 2017). There are a lot of attraction capabilities Sri Lanka is having which can help their government in reaching to new customer and allowed people to visit them. Pandemic situation can be solved through the places get normal and for use and is also essential for government to make it secure for people to visit.


The entire facilities of the transport of the accessibility include the transportation facilities in Sri Lanka as well as the security and safety for all touristfacilities services and system working, terminals, system including Routes etc (Hartiningsih, Adhika and Arcana, 2017). it is essential for the tourist to get the access for all the services so that they feel safe and can use the services of country to enjoy their trip or tour plan. It is essential for the government to make sure that they are developing the services and making the best plans to increase the transportation facilities and developing the routes and ways to connect more of the places with the transport so that tourist can visit more of the places.


Amenities include the hotel, catering facilities in Sri Lanka as well as the retail and all other tourist facilities services (Huseynov and, 2020). It is very crucial for the country to provide the best of services to its customer and clients so that they can enjoy their trip to the country and enjoy their tour. Government of Amenities include the transportation facilities in Sri Lanka as well as the retail and all other tourist facilities services. Sri Lanka is working on providing facilities to increase the working of tourism sector. Colombo is offering top hotels in the country as well the places to visit are having one of finest hotels offered to the customer to attract and providing all details to get best of services.


Sri Lanka is offering one of the finest services in activities and sports which include shore excursions, Colombo city day and culture theme tours for the tourist(Hara and, 2018). There are other activities including the cruise, sailing, water tours etc. the country have focused in development of sports and activity to attract more customer worldwide and are developing new adventure sports to increase their tourism. There are activities sports in Sri Lanka tourism including hiking, night camps, adventures. Activities are one of the major factors for Sri Lanka in increasing customer attraction in tourism business.


Accommodation in Sri Lanka are of all the types as they are providing the best kinds of hotels ad stays including the boutique stays, tree house, luxury hotels etc. it is very crucial for the tourist to get best of the accommodations and Sri Lanka government and private organization have made a lot of hotels and stays to make it great for tourists(Amarasinghe and Silva, 2019).

Strength and weakness:

Sri Lanka strength are that they are having a huge culture and historical places which are very liked by the tourist worldwide. They also have different food culture and working culture from other country to offer to tourist. The cultural emphasis on tolerance and also the strong legal protections of religion are one of the strengths of the country (Düking, Holmberg and Sperlich, 2018).

Weakness of the destination is that they are only focus and constructed on Buddhism and are lacking in the safety and security for the people. The tourist attack on Sri Lanka is one of the examples of their weak protection (Nazarko and, 2017). Due to the culture which is mostly following Buddhism they are also facing issues with the intimidation against the minorities of the country.


Task A Strategic Audit (External)

  • Complete competitive analysis

Competitive analysis refers to the process of analysing the competitiveness of market from its competition. It is very important for the country to understand their competition and how strong the competition in market is(Kularatne and, 2019). This can help in making better decision and also allow the century to develop accordingly.

Threat of New Entrant:

Threat of new entrant in the destination is very low because the places are offering different from its competition and it is very crucial for the new entrant in market to offer something better or different(Jia and, 2017). Sri Lanka are offering their culture and island with all the different ways from its competition which help them in getting the business globally.

Bargaining power of Buyers:

Power of buyer is high as the country is developing and they need a lot of customer from market which make the customer power higher. This is crucial for the country to develop and make the bargaining power to moderate and low to increase the business profit better(Sachitra and Chong, 2018).

Threat of Substitute:

Threat of the substitute is medium as the biggest competition in market for Sri Lanka is Maldives and it is very famous for its tourism facilities and stays. This is one of the factors which are increasing the chances of substitute threat(Kaplan, Naori. and Raz, 2020).

  • Complete industry analysis

The tourism industry of the country is getting bigger as the Sri Lanka is making changes in their country places to increase the tourism place(Aithal, 2017). They are developing new things in their country as well as utilising the cultural things and historic things into the business to increase the tourism sector. Sri Lanka are offering different packages according to the season, days trips etc. this helps in increasing in getting more business for the country(Li and, 2020).

  • Complete market analysis

The destination is impacted because of the Maldives hype in market and the covid 19 pandemic in current market. The pandemic is causing them in loss of a lot of customers and people are not feeling safe to travel which is causing the Sri Lanka in lack of customers. The government of Sri Lanka and the tourism management corporation of the country are working to control the covid in country and also making people assure that they are safe to visit the places and the country is offering the services with all the protocols of government to be fulfilled by the tourism. They are making people assure that they are following the social distancing and also maintaining the regular sanitization process of the places to increase safety for tourist(Shah, Isah and Zulkernine, 2019).

  • Complete PESTEL analysis


Political factor includes the political influence and the government policies of the country on tourism sector(Abeysekara, 2017). This is crucial for tourism to follow policies made by government and they need to develop the tourism sector according to government guidelines in pandemic.


Social factor includes the change of market trends and preference which include the safety and security in covid-19 pandemic situation. The government and country are focusing in understanding the market criticality.


Legal factors refer to the legal law and legislation which are to be completed by the tourism industry to work in the market so that they can get working permits and also gets verified for their services(Kumarasiri and Dissanayake, 2020)

Opportunities and threat of country:

Opportunity for the Sri Lanka are that they can understand the issues they are facing in past in the pandemic time so that they can impact the post pandemic market through their strategies(Song, Sun and Jin, 2017). They will also able to crack the small issues they are facing in their security as the tourism sector is increasing and they can attract customer from worldwide market after the post pandemic with there offers to attract customers.

Threat to the business is that the pandemic is not controlling soon and it is essential for Sri Lanka to control the boarders and let the market closed for a time period. Maldives is one of the major threats for the country as well the threat of people not thinking Sri Lanka a safe place. It is essential for the Sri Lanka corporation of tourism to develop their trust in people to increase market trust so that they feel safe to visit Sri Lanka(Bekchanov and, 2019)


Task B

Current Strategies

Post Pandemic target market:

Sri Lanka is focusing on the post pandemic market as they are developing the strategies which involves searching for new ideas and also eliminating the issues, they were facing their business or tourism sector from past.

Working on the Safety and Security:

Sri Lankan is focusing in increasing safety and security in the country to make people feel safe while visiting the country. It is essential for the tourism country to make sure that they are aware for safety and security of people from other country and tourist(Aslam and Sivarajasingham, 2020).

Marketing the facilities and services:

Working in the tourism sector need to market the product and services so that people get aware about what country is selling in market(Ali and Kaldeen, 2017). This is crucial for the place or destination to increase there marketing of product and services through media and internet so that people around the globe gets to know about country services they are offering.

SWOT influence of destination


That country is having the best of cultural strength and the Buddhism culture is followed. They are having different food and historical places which help them in making a different country from other places(David, Creek and David, 2019). The island is having beaches which are clean and transportation and mobility access help the country in increasing the strength.


The major weakness of the country is that they only follow limited culture and are mostly following Buddhism culture, which increase the different and racism in people. Adaptation of culture need to increase and maintain the stability of destination(Vlados, 2019).


Sri Lanka can use the pandemic time to work on new places by understanding market trends and preference of tourist places which people like. So that tourist gets attracted and explore more in Sri Lanka.


Maldives is one of the major threats to the tourism business of Sri Lanka. People are visiting Maldives more often than Sri Lanka(Gimhan, Zainudeen and Pandithawatta, 2019).

Gaps in current direction

Sri Lanka is lacking in the development of transportation and also in developing their heritage place to be available for visit. They are having huge gaps of marketing of there services which they are offering to people. People around the world are not aware of the services the country is offering and it is essential for them to market their product and services to get best result out of it. Working on the digital marketing can help in attraction of tourist in country and promotion is required and also make sure that people get to know about the services and development the country made in their tourism sector. The repositioning in market is crucial for them to develop the business and also get to increase in economy of country. For that they need to change in policies for tourism and increase awareness through marketing in different country to attract customer. It is very crucial for the Sri Lanka to utilise the pandemic time to develop the issues and work on the things which are impacting their industry. They need to promote a lot about there working and services to get best out of market(Milios and, 2018).



Books and Journals

Abeysekara, U.G.D., 2017. Business value of ICT for small tourism enterprises: The case of Sri Lanka.Bandara, J.S., 2019. Tourism in post-conflict development: Making use of new opportunities in Sri Lanka. In Managing domestic and international challenges and opportunities in post-conflict development (pp. 173-194). Springer, Singapore.

Aithal, P.S., 2017. Industry Analysis–The First Step in Business Management Scholarly Research. International Journal of Case Studies in Business, IT and Education (IJCSBE). 1(1). pp.1-13.

Ali, M.S. and Kaldeen, M., 2017. Impact of marketing mix strategies on performance of tourist hotels in the eastern province, Sri Lanka.

Amarasinghe, H.K. and Silva, D.S., 2019. An Investigation of Tourism Investment on Accommodation Sector of Tourism Industry of Sri Lanka. In Sustainable Tourism Development (pp. 265-292). Apple Academic Press.

Aslam, A.L.M. and Sivarajasingham, S., 2020. The inter-temporal relationship between workers' remittances and consumption expenditure in Sri Lanka. Journal of Economic and Administrative Sciences.

Bekchanov and, 2019. Why adoption is slow despite promising potential of biogas technology for improving energy security and mitigating climate change in Sri Lanka?. Renewable and Sustainable Energy Reviews, 105, pp.378-390.

David, F.R., Creek, S.A. and David, F.R., 2019. What Is the Key to Effective SWOT Analysis, Including AQCD Factors. SAM Advanced Management Journal, 84(1), p.25.

Düking, P., Holmberg, H.C. and Sperlich, B., 2018. The potential usefulness of virtual reality systems for athletes: a short SWOT analysis. Frontiers in Physiology. 9. p.128.

Gimhan, A., Zainudeen, N. and Pandithawatta, S., 2019, July. SWOT analysis for large scale contractors of Sri Lanka. In 2019 Moratuwa Engineering Research Conference (MERCon) (pp. 163-168). IEEE.

Hara and, 2018. Antioxidant activities of traditional plants in Sri Lanka by DPPH free radical-scavenging assay. Data in brief, 17, pp.870-875.

Hartiningsih, M.F., Adhika, I.M. and Arcana, K.T.P., 2017. The Portrait of Rural Tourism Model in the Baha Tourism Village of Badung District. Journal of Business on Hospitality and Tourism. 2(1). pp.97-106.

Huseynov and, 2020. Rethinking emotions and destination experience: An extended model of goal-directed behavior. Journal of Hospitality & Tourism Research. 44(7). pp.1153-1177.

Jayasinghe, A., Sano, K. and Rattanaporn, K., 2017. Application for developing countries: Estimating trip attraction in urban zones based on centrality. Journal of Traffic and Transportation Engineering (English Edition). 4(5). pp.464-476.

Jia and, 2017, May. Competitive analysis for online scheduling in software-defined optical WAN. In IEEE INFOCOM 2017-IEEE Conference on Computer Communications (pp. 1-9). IEEE.

Kaplan, H., Naori, D. and Raz, D., 2020. Competitive analysis with a sample and the secretary problem. In Proceedings of the Fourteenth Annual ACM-SIAM Symposium on Discrete Algorithms (pp. 2082-2095). Society for Industrial and Applied Mathematics.

Kularatne and, 2019. Do environmentally sustainable practices make hotels more efficient? A study of major hotels in Sri Lanka. Tourism Management. 71. pp.213-225.

Kumarasiri, B. and Dissanayake, P., 2020. Barriers to implementing waste-to-energy projects in Sri Lanka: a PESTEL analysis. Built Environment Project and Asset Management.

Li and, 2020, August. Competitive Analysis for Points of Interest. In Proceedings of the 26th ACM SIGKDD International Conference on Knowledge Discovery & Data Mining (pp. 1265-1274).

Li and, 2020. Evaluation of regional metafrontier total factor carbon emission performance in China’s construction industry: analysis based on modified non-radial directional distance function. Journal of Cleaner Production. 256. p.120425.

Linnik and, 2020. Modern aspects of adapting sustainable strategic business planning. Studies case from oil industry and the tourism industry. Journal of Environmental Management & Tourism. 11(8). pp.2028-2042.

Milios and, 2018. Plastic recycling in the Nordics: A value chain market analysis. Waste Management. 76. pp.180-189.

Naradda Gamage, S.K., HewaKuruppuge, R. and Haq, I.U., 2017. Energy consumption, tourism development, and environmental degradation in Sri Lanka. Energy Sources, Part B: Economics, Planning, and Policy. 12(10). pp.910-916.

Nazarko and, 2017. Application of enhanced SWOT analysis in the future-oriented public management of technology. Procedia engineering. 182. pp.482-490.

Ranasinghe and, 2020. Tourism after corona: Impacts of COVID 19 pandemic and way forward for tourism, hotel and mice industry in Sri Lanka. Hotel and Mice Industry in Sri Lanka (April 22, 2020).

Sachitra, V. and Chong, S.C., 2018. Resources, capabilities and competitive advantage of minor export crops farms in Sri Lanka: An empirical investigation. Competitiveness Review: An International Business Journal.

Samarathunga, W.H.M.S., 2020. Post-COVID19 challenges and way forward for Sri Lanka tourism. Available at SSRN 3581509.

Shah, D., Isah, H. and Zulkernine, F., 2019. Stock market analysis: A review and taxonomy of prediction techniques. International Journal of Financial Studies. 7(2). p.26.

Song, J., Sun, Y. and Jin, L., 2017. PESTEL analysis of the development of the waste-to-energy incineration industry in China. Renewable and Sustainable Energy Reviews. 80. pp.276-289.

Vlados, C., 2019. On a correlative and evolutionary SWOT analysis. Journal of Strategy and Management.

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