AN APPLICATION OF SUSTAINABLE TOURISM ATTITUDE SCALE (SUS-TAS) IN THREE COASTAL TOURIST DESTINATIONS IN THE SOUTHERN PROVINCE OF SRI LANKA

Abstract

This study examines the nature and extent of attitudes of residents of Southern Province, Sri Lanka towards sustainable tourism. The study was conducted as a survey among 190 residents from three coastal tourist destinations in the Province, namely, Hikkaduwa, Unawatuna, and Tangalle. A structured questionnaire based on Sustainable Tourism Attitude Scale (SUS-TAS) was used to examine respondents’ attitudes. The study results disclose that respondents have favourable attitudes towards sustainable tourism. They do not feel irritated or disturbed and the quality of their lives hasn’t deteriorated due to tourism in their area. They believe that tourism to protect the environment and should be well planned. Respondents believe that their area gets economic benefits from tourism. Further, they think that visitor satisfaction needs to be ensured while maximizing community participation. Finally, the results revealed that factors such as gender and age do not exert a considerable influence on respondents’ attitudes.

Keywords: Social costs, Sustainability, Community-centered economy, Visitor satisfaction, Community participation

For full paper: fmscresearch@sjp.ac.lk