PhD Dissertation Abstract 2016

Factors Affecting the Visitor Satisfaction at Ecolodges: Implications for

Ecotourism Development in Sri Lanka
H.D.P Sumanapala

Abstract
Tourism is one of the largest and fastest growing industries in the world. After 30 years of long
debacle, Sri Lankas tourism sector is now showing signs of robust growth. At present, the tourism
sector has emerged as the fourth largest foreign exchange earning of the countrys economy. As
negative environmental and socio-cultural impacts of mass tourism become more apparent, the
appeal of alternative form of tourism, especially ecotourism has increased globally. As an industry
response to this dynamic and heterogeneous demand for environmentally responsible tourism
products, novel concepts in the hotel and accommodation sector have emerged. Among these, the
accommodation concept known as ecolodge has gained a broader recognition, particularly in the
nature-based tourism sector. As such, development of eco-lodge industry has wider implications for
developing tropical destinations such as Sri Lanka, especially when considered the countrys high
potential for ecotourism, and the need to provide alternative forms of accommodation for rising tourist
arrivals.
With rising demand for alternative accommodation options, eco-lodge operators and managers are
under pressure to meet diverse expectations of consumers. In tourism literature, visitor satisfaction
has been studied by many scholars. However, visitor satisfaction of nature-based eco-lodge patrons
and factors affecting their satisfaction has been seldom investigated. On the other hand, eco-lodge
industry is relatively undeveloped in Sri Lanka, and very few or no studies have attempted to explore
characteristics of visitors who seek accommodation in eco-lodges. Such knowledge is vital in
planning and systematic development of the eco-lodge industry in Sri Lanka. This study attempts to
develop distinct visitor profiles of eco-lodge patrons based on their demographic characteristic, trip
characteristics and travel motivation while developing an empirical model to explain drivers of
satisfaction at eco-lodges.
This study utilized a random sampling method to collect visitor perception data in thirteen ecolodges around the island, between the period from January 2014 and January 2015. Upon completion
of the questionnaire, the respondents were asked to put the completed questionnaire in a drop box at
the front desk during check out, or return it to the front desk. Those who declined to participate in
the survey were treated as non-respondents. Of the 385 questionnaires distributed, 362 were usable,
which accounted for a response rate of 69% present. Visitors to studied eco-lodges are generally well
educated, middle aged, on average stayed 1-3 days and travelled with their spouses or another adult
to learn and explore environmental sensitive areas and experience the culture. These were often free
and independent travellers who rely on personal experience, word of mouth and selfsearch based on
the Internet for searching information in making travel decision.

PhD Dissertation Abstract 2016

The study used Structural Equation Modeling to test the hypotheses and relationships among
variables that possibly influences ecolodge patrons satisfaction. The result identified four factors for
ecolodge attributes i.e. location, service, comfort and stimulation, and two motive factors i.e push
and pull. Empirical results indicate that eco-lodge motives positively influence satisfaction and
indirectly influence revisit intention. Eco-lodge attributes positively influence satisfaction and
indirectly influence revisit intention, while eco-lodge attributes positively influence eco-lodge
motives and indirectly influence revisit intention. Visitors satisfaction had a positive influence on
revisit intention, and satisfaction proved a significant mediating variable within satisfaction model.
The proposed satisfaction model suggested that ecolodge attributes and ecolodge motives are more
important to overall satisfaction. In addition most of patrons are willing to recommend ecolodge to
the other persons. Broad implication of visitors profiling and behaviour modeling are also
discussed.

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