How academic collaboration is driving change in Sri Lanka

As part of our ongoing collaboration with Rajarita University of Sri Lanka, Monica spent a month, May and June 2025, conducting field research in the heart of Sri Lanka's cultural triangle. Her comprehensive study, supervised by Professor Manoj Samarathunga, examined how responsible marketing and tourism product development could transform safari tourism in this biodiverse region.

Uncovering the reality behind the safari experience

Habarana's strategic location provides access to three significant national parks: Minneriya, Kaudulla, and Hurulu Eco Park. Yet Monica's research revealed a tourism system struggling with fragmented governance, unregulated practices, and missed opportunities for community engagement. Her research painted a picture of untapped potential constrained by systemic challenges.

The study's findings highlight critical issues that resonate across many developing tourism destinations. Safari operations lack standardisation, with different parks operating under separate government departments, leading to inconsistent licensing and monitoring. Tourists arrive with expectations shaped by romanticised online imagery, only to encounter overcrowded scenes and unregulated traffic. Most concerning is the human-elephant conflict, where local communities face crop losses and safety risks without meaningful inclusion in tourism planning.

From problems to solutions

What sets Monica's research apart is its solution-oriented approach. Rather than simply identifying problems, she developed a comprehensive seven-point strategy for transformation. Her recommendations span from practical measures like unified licensing systems and mandatory driver training to broader initiatives including community-led tourism activities and collaborative governance structures.

The research emphasises that sustainable change requires more than infrastructure development, it demands a shift in mindset across all stakeholder groups. Drivers need ecological training, tourists require guidance on ethical wildlife conduct, and communities must be positioned as co-creators rather than passive recipients of tourism benefits.

The broader impact

The implications extend beyond Habarana itself. As Sri Lanka positions itself on the global safari map, the lessons learned here could influence national tourism policy and serve as a model for other emerging wildlife destinations across Asia and beyond. The research demonstrates how responsible marketing and product development can drive behavioural change, creating tourism that genuinely benefits both communities and conservation efforts.

Monica's research represents exactly the kind of applied, solution-focused scholarship that the tourism industry needs. It bridges the gap between academic theory and practical implementation, offering hope for destinations worldwide grappling with similar challenges.

International research opportunities

For students considering international research opportunities, Monica's project illustrates the transformative potential of immersive fieldwork. By spending a month embedded in the destination, she gained insights that desktop research could never provide. Her work also highlights the importance of local partnerships and supervision, ensuring research remains culturally sensitive and practically relevant.

Complete findings
The complete findings and detailed recommendations from Monica Schram's research have been published in the Sunday Observer. For the full story and comprehensive analysis, visit: https://www.sundayobserver.lk/2025/08/17/education/59424/tourism-product-development-in-habarana/