Abstract:
As the leading industry, tourism has developed many cultural destinations
sustainably through loyal tourists. Therefore, Sri Lanka has included many
tourists loyalty program to keep tourists, while promoting the eight world
heritage sites with the 2000 year aged history. However, except Sigiriya and
Polonnaruwa, all other cultural places have attracted a few tourists within the
recent five years. Meanwhile, there were very limited researches to discuss the
effect of loyalty to sustainability. The main objective of the study was to identify
the effect of destination’s loyalty on sustainable tourism. 513 tourists
represented the sample from the tourists who visited Sri Lanka in the year 2019.
Data collected through well-developed questionnaire, the results proved that
loyalty is leading for sustainable tourism. Finally, researchers purposed
strategies to relevant authorities to develop many exciting activities with
greater hospitality attached to cultural areas to enhance tourists’ loyalty for
sustainable tourism.
