摘要
Ritual beach sites are considered as one of the major travel motives for the tourists to visit Sri Lanka.Jaffna is rich with wonderful ritual beach sites including Keerimalai and Villunri areas.Many local and foreign tourists arrive at these ritual beach sites every day.Ensuring safety of tourists in the tourist destinations is considered as one of the important factors which determine the revisit and for remaining the higher number of tourist arrivals.But,the studies about the risks for tourists at the destinations,especially in the ritual beach sites,were very rarely conducted by the researchers.Therefore,a study to explore the tourism risks at the ritual beach site was considered very important.Further,if the tourists feel that the particular destination is risky,the image of the destination shall be affected and also tourists may negatively convey the message to others.Therefore,the main objective of this study is to identify the factors influencing the tourism risk in Jaffna Keerimalai ritual sea site.This study also recommends overcoming destination risks to ensure propensity of the repeat visit and word of mouth communication.For this purpose,the study was carried out by using the mix research methodology.Both qualitative and quantitative methods were used to carry out the study.Furthermore,the Keerimalai ritual beach site was selected through the convenience sample technique.Primary data were collected through self-administered questionnaires and the observation techniques.The 5-point Likert scale method was used to analyze the data through SPSS Version 20.This study revealed that Keerimalai ritual sea site has risk for tourists and this may affect revisit and word of positive recommendation.Alcohol addiction,theft activity,violations,rocks under the sea water,safety and security signs and polluted water are harmful to the tourist.In spite of all these risks,there are many tourists who still visit Keerimalai ritual area to accomplish their cultural rituals.
