First Advisor
Jim Beriault
Date of Award
Spring 6-2025
Document Type
Thesis
Degree Name
Bachelor of Science (B.S.) in Business Administration: Marketing and University Honors
Department
Business Administration
Language
English
Subjects
Destination Marketing, Tourism, Marketing, Sri Lanka, Indonesia, Thailand
Abstract
Building on the observation that Sri Lanka is emerging as a tourist destination, this thesis compares the national destination marketing campaigns of Thailand, Indonesia, and Sri Lanka to identify how their strengths have contributed to their success. Using a comparative analysis, the research examines each destination’s brand positioning, distribution channels, campaign messaging, visual identity, and brand consistency. A deeper analysis of the strengths, weaknesses, opportunities, and threats (SWOT analysis) is conducted on Sri Lanka’s destination marketing campaign to present the study's findings and communicate recommendations. Ultimately, the analysis is used to recommend strategies for Sri Lanka’s destination marketing efforts to enhance its global perception, increase competitiveness, and attract international tourists. This research contributes to the study of destination marketing by highlighting the importance of cohesive destination branding and offering insights for national tourism marketers aiming to compete in a global market.
Recommended Citation
Powell, Victoria, "Discovering Sri Lanka: Examining the Marketing Strategies Behind Successful Tourist Destinations" (2025). University Honors Theses. Paper 1633.
Included in
Advertising and Promotion Management Commons, Marketing Commons, Tourism and Travel Commons