‘I left my heart at Sigiriya’

Nalin Abeysekera

Chartered Marketer and Senior Lecturer Open University of Sri Lanka

Sigiriya can be considered as the eighth Wonder of the World. It also is an icon of Sri Lankan tourism. Now Sri Lanka is enjoying the dividends of peace. The growth of the tourism sector can be witnessed. Tourist arrivals to Sri Lanka have increased by 27.2 percent to 60, 219 in September 2011 compared to the tourist arrivals for the same period last year.

The 2011 arrivals have almost hit the 600, 000 mark so far and the revenue generated through the industry is around $ 700 million. It is predicted that tourist arrivals will hit 850,000 mark this year. This is more important for economic growth. In this context as well as because of the peaceful environment, the strategic window has been opened for tourism in Sri Lanka.

Strategic window is a “Temporary period of ‘alignment’ or ‘fit’ between the competitive capabilities of an organization and the key requirements of the existing or new markets it intends to compete in”. Technically it is a short time period which Sri Lanka should exploit the market. This article discussed how Sri Lankan tourism specially in Sigiriya can be promoted through the perspective of new technology, promotion methods etc.

Website

There is a need for a novel, innovative website concentrated on Sigiriya. It is desirable to have catchy theme like 'I left my heart at Sigiriya' to attract more tourists to the destination.

In the website it is desirable to have buttons for different locations. Inclusion of different photographs highlighting the attractiveness of the location is absolutely vital. This will attract the attention of browsers as well. There should be a link enabling the visitors to share their thoughts and also the ideas about the location with their own photograph. Even as a sales promotion tool the best photo uploaded can be selected every week and the winner can be given some complements etc.

Website should be kept simple and it should consist of beautiful photos, carefully selected melodies, and brief statements. Further 24/7 hot line is also can be recommended.

Links should be available enabling the visitor to have information about visa procedures, to book hotels in the location etc. Even the web ads can be posted on selected popular websites.

Furthermore, visitors can purchase products through the web just by clicking the icon.

For the easy access of Search Engines like Google some key words can be used. As an example when the potential customer is putting 'Handicrafts’ the Kibissa (This is the place that market the handicraft of the people to tourists with many creative work) is a word will come as second or third search.

Social network

Starting groups and advertises in social network like FACEBOOK, MYSPCAE can be considered as important since it will increase the level of awareness as well as the interest to visit locations. Even can start blogs(like e-blogger) can be started to attract more people.

Sales promotion

Sales promotion is important not to bring awareness on Sigiriya but to compel potential tourists to visit the place( Sales promotion is any initiative undertaken by an organization to promote an increase in sales). Sales promotions should vary according to the purpose of the business.

(a) Buy-One-Get-One-Free (BOGOF) - If customer is willing to buy one souvenir she/he should offer ed one free. Or else if five customers of same family are visiting one should be given free admission etc.

(d) Merchandising additions such as point-of-sale materials and product demonstrations

(e) Free gifts for every tourist those visiting to Sigiriya rock will get a small memorabilia

(f) Discounted prices - can arrange discounted prices for travelling, food or lodging

(g) Joint promotions between brands owned by a company, or with of any another company brands. Joint promotions should be carried out with hotels like Kandalama in order to promote the location (example-T-shirts, Caps )

(i) Vouchers and coupons, often seen in newspapers and magazines. Once you forward the newspaper advertisement five percent discount entrance fee etc should be given

(j) Competitions and prize draws, in newspapers, magazines, on TV and the radio, on the Internet for the Local as well as foreign tourists

Customer relationship management

This deals with attracting as well as retaining customers. There should be proper data base on visiting customers including name, address, country, sex, religion, birthday etc. This should be updated and managed properly.

Data base can be used to understand the segments, nature of visits and customer tendencies etc. Further the information like birthday of customers can be used to create loyal customers. Loyalty programmes are always helpful to retain attracted customers. For an example when a tourist visits Sigiriya once, there should be way to detect from the database and loyalty programme can target such visitors by offering them special discounts, vouchers to visit the location again. Even sending birthdays cards (with logo of location) will help in retaining customers. Further loyal customers will act as spokespersons for the organization as well.

Loyalty point System -This can be incorporated to web as well. Every time when a person browses the web and contributes to the discussions, some points will be allocated and once the tourist comes to Sri Lanka he/she can redeem. This will be a very important part of CRM.

WOM

This can be defined as “all informal communications directed at other consumers about the ownership, usage, or characteristics of particular goods and services or their sellers”.

This is very important to motivate others to buy the product. WOM can have an overwhelming impact upon a destination's image, as dissatisfied visitors spread unflattering comments related to their experiences. According to the Travel Industry Association of America (TIA 2005), 67 percent of US travellers have used the Internet to search the information on destinations or check prices or schedules. Emails, the web as well as blogs, virtual communities, newsgroups, chat rooms, product review sites can be used to promote the destination and also the shops, available handicrafts etc.

To promote the Sigiriya and surrounding area as a tourist destination there is a need for better website together with some tools like customer relationship management, sales promotion and word of mouth communication etc. Further there is a need to have a proper theme like 'I left my heart at Sigiriya' to promote the destination. Because as mentioned earlier this is the time Sri Lanka should get the maximum advantage of 'Strategic window' and compete. Then only the country will get the pride which has lot for last hundred years can be regained.