TOUR OPERATORS’ ROLE IN PRODUCT DIVERS IFICATION FOR ENHANCING VISITOR SATISFACTION: A CASE STUDY OF HIRIWADUNNA VILLAGE TOUR, DAMBULLA, SRI LANKA

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.