Abstract:

Tourism, one of the fastest growing service economy sectors, has contributed directly as well indirectly for the socio-economic development of destinations around the globe. Novel paradigm of tea tourism has been identified as one niche Tourism segment enriched with potentiality to enhance the brand image and marketing of tea-producing destinations as contemporary tourists seek out authentic and unique experiences. “Ceylon Tea” and Tourism are inseparable words as tea growing areas are undoubtedly the most beautiful places as well attractive tourism destinations within in Sri Lanka This paper highlights the impact on community from Tea tourism as the objectives developed to identify the community participation in tea tourism and community opinions for future development. The study was strengthened through the triangulation of both quantitative and qualitative data which were obtained by means of the questionnaire survey and interviews, Judgemental sampling method and quantitative methods has been adopted to select sample. This study is conducted in local community around the tea tourism destinations who are benefited from tea tourism in Nuwara-Eliya and Badulla districts in Sri Lanka and sample consisted from 78 local community respondents. Study recommends to develop a proper information base with a strategic promotional plan, massive promotional campaign implementation through Sri Lankan ambassadors, Social media marketing to popularize brand “Ceylon Tea”, waste management system on sustainable tourism practice, special events and more leisure activities in tea tourism destinations and Home stay accommodation with collaboration of community. Key Words: Ceylon Tea, Community Development, Social Media Marketing, Tea, Tourism.

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