Perspective of Tourism Marketing in the Post-War Jaffna District: A phenomenological study

Journal of Economics and Sustainable Development
ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online)
Vol.5, No.27, 2014

www.iiste.org

Perspective of Tourism Marketing in the Post-War Jaffna District:
A Phenomenological Research
Dilogini.K* G H Hensman
Department of Marketing, Faculty of Management studies and Commerce, University of Jaffna, Sri Lanka
*[e-mail]
Abstract
Deficiency of research on tourism marketing and the extant research on tourism marketing packages lacks in phenomenology based frameworks that explains what managerial implications are appropriate for the marketers in the Jaffna district post war marketing context. Present study explored managerial implication for hoteliers and public in Jaffna market. Using qualitative phenomenological approach, data were collected from 3 hoteliers in
Jaffna and one foreign tourist from Basque country by using preset questions based on a primary interview question as open- ended question format and codes were developed by the researcher. This paper is a key resource for marketing practitioners wanting to focus on future potential areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise. Through the concepts development, the researcher has found that vast gap is there in tourism marketing in Jaffna district.
Keywords: Tourism marketing, development, tour package, post war
INTRODUCTION
Tourism is one of the most dynamic economic activities in the present age that plays an important role in local sustainable development. Tourism industry is rapidly expanding (Gilaninia et al,2011). This industry by combining and utilizing both internal and external sources will lead to lot benefits of social, environmental and economic and cultural and environmental. (Cooper et al,2008)
Nowadays In many countries tourism is considered the main force to promote and economic development of the country and by providing a strategic opportunity is

References: Anne P.Crick, (2003), “Internal marketing of attitudes in Carribean tourism”, International journal of contemporary hospitality management Brooker, E. and Burgess, J. (2008), “Marketing destination Niagara effectively through the Bryman, a., & bell, e Chandana Jayawardena, (2008), “Tourism in Niagara: conclusions and solutions” International Journal of Contemporary Hospitality Management Vol Creswell, J. W. (2007). Qualitative inquiry & research designs (2nd Ed.). Thousand Oaks, CA: Sage. Gavin Eccles, (1995), “Marketing, sustainable development and international tourism”, International Journal of Contemporary Hospitality Management, Vol Limited, 0959-6119. Ishita Ahmed & Nusrat Jahan (2013) , “Rural Tourism-Prospects in Rustic Bengal”,European Journal of Business and Management ,ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol.5, No.16 Jie Wang, (2008), “Is tourism education meeting the needs of the tourism industry? Lester, S (1999) ‘An introduction to phenomenological research,’ Taunton UK, Stan Lester Developments Mathivathany, V.,Sasitharan,P (2013), “potentials for regional development of tourism industry - post war at jaffna district in srilanka”, Proceedings of the Third International Symposium, SEUSL: 6-7 July 2013, Mowlana, H. and Smith, G. (1993), ``Tourism in a global context: the case of frequent traveler Natashamack, Cynthiawoodsong, Kathleenmacqueen, Gregguest,Emilynamey,(2005), Oliver, T. & Jenkins, T. (2003). “Sustainable RuralLandscapes: The Role of Integrated Tourism”, Landscape Research, Vol ISSN 2222-1700 (Paper) ISSN 2222-2855 (Online) Vol.5, No.27, 2014 Polkinghorne, D. E. (1989). Phenomenological research methods. In R. S. Valle & S. Halling (Eds.), Existentialphenomenological perspectives in psychology (pp. 41–60). New York: Plenum. Saldana, J. (2009). The coding manual for qualitative researchers. Los Angeles, CA: SAGE. tourism life cycle”, International Journal of Contemporary Hospitality Management, Vol Strauss, A., & Corbin, J. (1998). Basics of qualitative research: Techniques and procedures for developing grounded theory Wheeler, M. (1995), “Tourism marketing ethics: an introduction’, International Marketing review, Vol. 12 No. 4, pp World Travel and Tourism Council (1995), Travel and Tourism: A New Economic Perspective Examples of Coding: Three tables.