Rohan Laksiri

Destination marketers use the image often to convey the positive attributes of the destination yet identification of negative attributes and finding solutions to alter the existing image held by the target market segment so that it fits more closely with the destination's desired position can be considered as a strategy that makes future customers happy. Sri Lanka being a highly touristic country with abundance of historical, cultural, and natural attractions receives tourists from all around the world. End of the civil war made Sri Lanka a safer destination and that made the country as the best destination to be visited according the New York Times Magazine's rankings in 2010. The aim of this study was to identify the positive and negative image factors associated with the destination and to make suggestions for altering the identified negative attributes. A survey of 148 international tourists visited the country during 2010 was done by using a structured questionnaire that measures 39 image attributes. Factor Analysis results recognized 12 factors and 4 of them were related to negative image attributes. Poor facilitating services, inadequate infrastructure, expensive charges, and disturbing begging dampen the spirits of tourists. Sri Lanka can be positioned as one of the best tourist destinations on the world map only after these factors are improved. In the end this study draws different strategies to deal with the prevailing problems associated with negative attributes of the Sri Lanka as international travel destination.

Segmentation of foreign investors has not received considerable attention in the literature. For simplicity purpose most government and investment promotion organisations differentiate foreign direct investors only in terms of their country of origin and volume of investment. Additional factors such as scale of investment; numbers employed; export orientation; or sector/industry also moderately considered in determining the entitlement to incentives. Recognising the importance of segmentation for destination marketers, this conceptual study attempts to discuss the ways to align incentives for investors. By acknowledging the importance of benefit segmentation theory and discussing its possible application to the FD investor market, this paper suggests that destination incentives for FD investors should develop from an analysis of its past, existing and potential investment customers' preferences on it. The paper concludes with a discussion on a theoretical model for developing incentives for foreign direct investors.

The major focus of this study has been to understand how tourists perceive Sri Lankan food. It was aimed at identifying the way of perceiving Sri Lankan food by neophobic and neophilic tourists and different patterns perception on Sri Lankan food. To gather data 142 international tourists had been interviewed at various places where they had dined. It was found that neophobia and neophilia had influenced in the decision of accepting or rejecting local foods, food quality perception and the overall food experience. The study concluded that Neophilic tourists were easier to be satisfied with food as they were willing to experience the local foods at local conditions, whereas neophobic tourists demanded home country conditions with a high degree of familiarity so often that they were dissatisfied with the food experience in Sri Lanka. Food related activities and experiences were highly distinctive between these two types of tourists. ___________________________________________________________________________

International Market Entry Mode is a widely used concept in international management, strategy and marketing literature, where it has been applied to explain the degree of internationalization, risk, and the performance of the firm. The present paper explains the inappropriate use of this concept within current international marketing literature. The comprehensive framework for looking at the international market entry modes will be presented in order to correctly use the concept. For explanatory purposes I will divide the concept of International Market Entry Mode (IMEM) into three parts: international, market and entry mode.