Sustainable Wellness Tourism in Sri Lanka: A Qualitative Study on Pathways for Destination Competitiveness.

Abstract

The tremendous combination of natural beauty and cultural heritage makes Sri Lanka an attractive and emerging destination for people seeking holistic experiences in the travel industry. This paper examines the wellness experience of international tourists and the role of the wellness experience in the sustainability and competitiveness of a destination. The findings, based upon thematic analysis of in-depth interviews with 11 tourists, show that emotional and psychological comfort, facilitated by calm surroundings, Ayurvedic therapies, and traditional cultural aspects plays a prominent role in satisfying visitors Research examines how tourists view and act towards experiences in sustainable wellness tourism for pathways to destination competitiveness in Sri Lanka. The research shows that emotional and psychological well-being is the most critical factor in visitor satisfaction, derived from calm environments, Ayurvedic practices, and yoga and meditation arts. International visitors highlighted Sri Lanka's authentic indigenous traditions, a pleasant local welcome, and reasonable premium service as the main elements that made their wellness trip successful. The researchers detected both difficulties related to post-pandemic economic recovery and visitors' concerns about prices. Through this research, sustainable tourism studies received new insights about the power of traditional wellness methods to create destination uniqueness that encourages visitor commitment. Wellness tourism marketing using digital platforms, consistency in service quality, and alignment of the wellness agenda with sustainable development goals in Sri Lanka are some of the innovations that can promote the long-term development of the sector The research addresses qualitative gaps concerning South Asian wellness tourism, thus offering industry-specific recommendations for both government and tourism entities to take advantage of evolving traveler expectations.