Attitudes of Tourism Entrepreneurs and Support towards Sustainable Tourism Practices in Sri Lanka
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There is a limited understanding of attitudes and support for sustainable tourism practices among entrepreneurs who operate tourism-related businesses in regional and remote areas. Therefore, the study’s objectives were threefold: (a) to investigate the nature of attitudes toward sustainable tourism among entrepreneurs in remote areas of Sri Lanka; (b) to determine if entrepreneurs’ attitudes significantly impact support for sustainable tourism; and (c) to identify the barriers entrepreneurs face and the type of support they expect. Data were collected from 250 entrepreneurs in a field survey in two regional tourism destinations and analyzed using descriptive statistics, regression analysis, and thematic analysis. The entrepreneurs were selected via a quota sampling method from providers of accommodation, food and beverage, and guide services industries. Despite operating in remote areas, the entrepreneurs generally have positive attitudes toward sustainable tourism practices (M = 4.4, SD = 0.2), and such attitudes significantly impact their support for sustainable tourism (β = .43, p = .000). Partial correlations indicate that maximizing community participation dimension contributes uniquely and powerfully to entrepreneur support (r = .95, p = .000). The entrepreneurs recognize the importance of sustainable tourism, which would otherwise jeopardize the survival of their businesses. The main barriers identified are a lack of knowledge about sustainable tourism practices, inconsistent government policies, and a lack of government initiatives. The findings shed light on policy decisions to encourage sustainable practices among entrepreneurs operating in regional destinations, where sustainability issues are becoming increasingly visible and relevant.
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