Abstract:
This study examines the nature and extent of attitudes of residents of Southern Province, Sri Lanka towards sustainable
tourism. The study was conducted as a survey among 190 residents from three coastal tourist destinations
in the Province, namely, Hikkaduwa, Unawatuna, and Tangalle. A structured questionnaire based on Sustainable
Tourism Attitude Scale (SUS-TAS) was used to examine respondents’ attitudes. The study results
disclose that respondents have favorable attitudes towards sustainable tourism. They do not feel irritated or disturbed
and the quality of their lives haven’t deteriorated due to tourism in their area. They believe that tourism
to protect the environment and should be well planned. Respondents believe that their area gets economic benefits
from tourism. Further, they think that visitor satisfaction needs to be ensured while maximizing community
participation. Finally, the results revealed that factors such as gender and age do not exert a considerable influence
on respondents’ attitudes.
