Influential Factors Shaping Client Perceptions of Tea Culture Ecotourism's Effectiveness in Promoting Sri Lankan Tea: A Case Study of the Uva Province, Sri Lanka

Tea culture tourism combines the historical aspects of tea culture with the ecological environment and leisure activities. Traditional tourism is no longer sufficient to meet the evolving needs and desires of tourists, whose lifestyles and values have undergone significant changes. Consequently, many tourists have increasingly embraced tea culture tourism. However, there is a significant knowledge gap in understanding the efficacy of tea culture ecotourism as a marketing strategy. Addressing this gap is crucial for developing targeted strategies that appeal to tourists and for promoting Sri Lankan tea globally. This study aims to identify the factors affecting clients' perceptions of the effectiveness of tea culture ecotourism, investigate the relationship between tea promotion strategies and client perceptions of the efficacy of these experiences, and develop evidence-based recommendations for promoting tea culture ecotourism as an effective strategy for tea promotion. The study was conducted at Sky Cafe, located within the Halpewatte Tea Factory in Hela Halpe, Bandarawela District, Sri Lanka. A total of 130 visitors who experienced tea culture ecotourism at this location were selected using systematic random sampling and surveyed using pretested questionnaires and interviews to collect data. Descriptive and statistical analyses were performed using SPSS software. The research findings indicate that clients perceive ecotourism experiences centred on tea culture as more impactful when such experiences are characterised by cultural immersion and authenticity, alongside contributions to the local community's well-being. The study findings reveal a significant positive correlation between educational interpretation and environmental responsibility, as well as the perceived effectiveness of these ecotourism experiences. A robust correlation coefficient (R = 0.746) was identified among the independent variables—namely, cultural immersion, authenticity, local community well-being, educational interpretation, and environmental responsibility —and the dependent variable, which is clients' perceptions of the effectiveness of tea culture ecotourism. The correlation accounts for 55.6% of the variance in clients' perceptions, highlighting the substantial influence that these factors exert on their assessment of the effectiveness of tea culture ecotourism. The study findings prove that tea culture ecotourism can succeed by enhancing educational programs, enforcing environmental sustainability, empowering local communities, creating authentic experiences, and implementing continuous evaluation. These strategies collectively enrich visitor experiences while supporting local economies and preserving the ecosystems that sustain tea cultivation. By adopting these recommendations, policymakers can harness the potential of tea culture ecotourism as a sustainable tool for economic development, cultural preservation, and environmental stewardship.