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Assessing the Competitiveness of Sri Lanka's Tourism in the COVID Period by Porter's Diamond Model
Abstract
Tourism, one of the foremost services in the global economy, is a multi-complex system with travel, food, accommodation, leisure, and events. Tourism competitiveness is diverse, where each destination is enriched with unique resource endowments and strategies to enlighten. Within this notion, the COVID-19 pandemic is an external shock affecting global economies. This chapter applies Porter's diamond model to the tourism sector in Sri Lanka to enhance the competitiveness within the COVID-19 pandemic. A study sample has been derived by prioritizing locked-down areas due to COVID-19 by targeting key stakeholders. Within the light of scholarly works-based diamond model, six facets have been qualitatively discussed. As findings, stakeholders' vulnerability to external shocks is highlighted as the most vital facet. Main recommendations include (1) minimizing economic leakages, (2) destination re-branding, (3) product differentiations, (4) entrepreneurship development, (5) domestic eco-friendly travels, (6) special interest tourism (SIT), and (7) e-promotions.
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