Abstract:
The tour operator’s role in modern world is challengeable due to various factors
including technological influences, changes in tourist behavior and novel trends
of the industry. In this regard the product diversification appears as a must to
be practiced by the tour operators in order to offer a satisfied tour experience
and to compete with the rival competitors. This study focuses on tour operators
in Hiriwadunna, Habarana, North Central Province, Sri Lanka who promote the
village tour as a tour package. The study addresses the question whether tour
operators offer diversified tourism product to deliver enhanced visitor
experience? Primary objective of the study is to examine the role of the tour
operators and their strategies in product diversification in tourism industry..
Study is based on both qualitative and quantitate methods where interviews and
surveys were used as data collecting techniques. 50 foreign tourists were given
structured questionnaire to measure their satisfaction level. Product
diversification strategies were determined by the discussions and structured
interviews conducted with 04 tour operators at the destination. The findings
indicate that even though the tour operators have implemented many product
diversification strategies in village tour operations, the visitors are not satisfied
with many aspects which should be concentrated by the tour operators in the
area to match with the visitors’ expectations.
