Abstract:
Tourism has regarded as one of the fastest growing service industries and a main source of
foreign income for many economies and further, by the vast human potential, national materials and
through multiple effects on areas of references, tourism acts as a stimulating factor for economic
development. Tourism has inherited its nature by bonding people with leisure activities, that allows
to inspire nature, destinations and own lives with traveling and culture of other nations. The
objective of this paper is to identify the elements of a new paradigm that would help to become a
competitive tourism destination within global tourism market for Sri Lankan Tourism cluster. Primary
data has collected by administering an integrated model developed and number of respondents is
431 from two tourism clusters, Sea and Sand and Nature based cluster. Descriptive statistics have
administered through hypotheses testing for the both clusters. Results revealed that innovation
focus is weaker as in availability of packages in experience innovations, process innovations,
autonomy given by organization to workforce on innovations, proactive towards innovativeness and
workforce training by organization and country level innovations. The strategies have proposed for
the sector development.
