A factor analytic investigation of marketing promotional efforts with special reference to Trincomalee destination

Abstract

Tourism has spread its wings into all the corners of the world and has gracefully surfaced in Sri Lanka, formally known as the pearl of the Indian Ocean for its transpiring beauty and wonders hidden amidst its cascading waterfalls and blossoming mountains (Article, Sunday January 16 2019/ daily FT) access date 16 June 2019).

In todays’ society, tourists are bombarded with promotional messages from Travel Agencies. Effective promotion relies on the message reaching the tourists in an accurate and timely way. Though, there are so many messages it can be difficult for a business to reach its target audience (Yasvari, Ghassemi and Rahrovy, 2012).