Title: A study on the critical issues faced by Yala National Park and visitors' on-site wildlife viewing experience

Authors: R.A.C. Ushantha; N.H.B. Abdullah; W.H.M.S. Samarathunga; E.L.A. Lin; S.S.B. Isa

Addresses: School of Business and Economics, University of Putra Malysia, Serdang, Selangor, 43400, Malaysia; Department of Marketing Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka, Belihuloya, 70140, Sri Lanka ' School of Business and Economics, University Putra Malaysia, Serdang, Selangor, 43400, Malaysia ' Department of Tourism Management, Faculty of Management Studies, Rajarata University of Sri Lanka, Mihintale, 50300, Sri Lanka ' Department of Forestry Science and Biodiversity, Faculty of Forestry and Environment, University Putra Malaysia, Serdang, Selangor, 43400, Malaysia ' Department of Nature Parks and Recreation, Faculty of Forestry and Environment, University Putra Malaysia, Serdang, Selangor, 43400, Malaysia

Abstract: This study explores the challenges affecting Yala National Park, their impact on tourists' wildlife viewing experiences, and their implications for Sri Lanka's goal of becoming a leading wildlife tourism destination. Using a qualitative single case study approach, data was collected through in-depth and semi-structured interviews with eighteen stakeholders across nine categories. The findings reveal eight key challenges that significantly diminish international tourists' wildlife experiences, thereby hindering Sri Lanka's aspirations in the global wildlife tourism market. The study emphasises the necessity of addressing these issues immediately to improve visitor satisfaction and overall wildlife-experiencescape. Additionally, it highlights the importance of adopting best practices from other countries to optimise tourists' experience and promote sustainable conservation efforts. By implementing targeted improvements, Sri Lanka can elevate its global standing and strengthen its reputation as a premier wildlife tourism destination. These insights provide valuable guidance for policymakers and conservation authorities in enhancing wildlife tourism management.

Keywords: wildlife tourism; Yala National Park; visitor experience; safari tourism; carrying capacity.

DOI: 10.1504/IJLTM.2025.153897

International Journal of Leisure and Tourism Marketing, 2025 Vol.8 No.4, pp.326 - 350

Received: 21 Jun 2024
Accepted: 13 Feb 2025
Published online: 29 May 2026 *

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