Determinants of Tourists’ Destination Loyalty : Special Reference to the Sacred Areas at Anuradhapura in Sri Lanka

Tourism has been identified as the major industry to develop the world economy through regional development. Being aligning to this, tourists' intention to visit Sri Lanka is aroused by Sri Lanka Tourism promotion, though keeping more weight on its world heritage destinations there is a decreasing trend of tourists' attraction to cultural areas in Sri Lanka. Therefore this study was conducted to explore destination's attributes should have to upgrade the international tourists' loyalty for Anuradhapura sacred areas. Literature facilitated for, seven determinants Entertainment, Education, Event and Festival, Attraction, People Trait, Price, and Infrastructure attached to destination are as the independent variable, while Tourists Loyalty was the dependent variable. Population represented the number of tourists visited Anuradhapura sacred areas in 2017, and 200 tourists selected as a representative sample to test four research hypotheses. On the results, Geo-demographic factors of tourists significantly associated to vary tourists' loyalty. And Attraction, Entertainment, Infrastructure, and People trait, were positively influenced on tourists loyalty. Finally researcher suggested strategies' to develop Anuradhapura as a loyal destination to international tourists