MOTIVATORS AND BARRIERS FOR ADOPTING MEASURES OF ENVIRONMENTAL SUSTAINABILITY FOR PACKAGE TOUR OPERATORS IN SRI LANKAN CONTEXT

The tourism sector in Sri Lanka is one of the most vital sectors in terms of its contribution to the development of the country. The tourism industry has merged up after the civil war in Sri Lanka. According to the literature, there are various barriers and motivators found when taking up environmentally sustainable practices. Considering this gap, this study aims is to identify what factors influence Sri Lankan tour operators environmentally sustainable practices. The data was collected through semi-structured interviews. The data analysis is done using the framework analysis method. The key findings highlighted on motivational factors and barriers impact on such practices. The research findings are limited to tour operator industry. Yet, finding can be applied to a developing country like Sri Lanka. Research limitations and the recommendations are discussed at the end of the conclusion