Chinese Tourists’ Expectations and Satisfaction with Eco Tourism in Sri Lanka

Chinese Tourists’ Expectations and Satisfaction with Eco‑Tourism in Sri Lanka

Senavirathna K.S.B* & Chandrawansa K.D.J

University of Kelaniya

DOI: https://dx.doi.org/10.47772/IJRISS.2025.908000456

Received: 10 August 2025; Accepted: 18 August 2025; Published: 16 September 2025

ABSTRACT

Ecotourism in Sri Lanka leverages the island’s natural beauty, biodiversity, and cultural heritage while promoting conservation and community engagement. In recent years, it has attracted a steadily growing segment of Chinese tourists seeking authentic, nature-based experiences. This qualitative study investigates Chinese tourists’ expectations and satisfaction with ecotourism offerings at key destinations such as Yala National Park and Nuwara Eliya. Data were collected through semi-structured interviews with 20 Chinese visitors and thematic content analysis of 100 Chinese-language online reviews. The research examines how expectations in areas such as wildlife encounters, scenic landscapes, service quality, language accessibility, and environmental authenticity compare to actual experiences.

Three thematic areas emerged: (1) service quality, communication, and logistical arrangements; (2) wildlife expectations and the depth of conservation interpretation; and (3) perceptions of environmental authenticity and sustainable practices. Results indicate that when aesthetic and wildlife expectations are fulfilled—such as spotting iconic species or enjoying pristine landscapes—emotional satisfaction is high. However, dissatisfaction arises when service and language barriers hinder communication, or when visitors perceive a mismatch between advertised sustainability claims and actual practices, leading to concerns about “greenwashing.”

By highlighting these patterns, the study contributes to scholarship on ecotourist satisfaction, sustainable tourism management, and the growing body of research on Chinese outbound travel. Practical recommendations are offered for tour operators, guides, and destination managers, including improving multilingual interpretation, enhancing service consistency, and ensuring transparency in environmental claims to foster trust and repeat visitation.

Keywords: Ecotourism, Sri Lanka, Chinese tourists, tourist satisfaction, sustainable tourism

INTRODUCTION

Eco‑tourism, defined as responsible travel to natural areas that conserves the environment and improves local well‑being, has become a strategic pillar in Sri Lanka’s tourism development (Sri Lanka Ecotourism Foundation, n.d.).The island’s biodiversity, scenic landscapes, and community‑based initiatives position it competitively in South Asia’s eco‑tourism market (Alam et al., 2022). Meanwhile, Chinese outbound tourism continues to expand globally (Gunawardana et al., 2022), and Sri Lanka is emerging as a popular destination—driven by cultural, natural, and experiential attractions (Liu & Silva, 2015) .

Previous studies highlight that Chinese tourists to Sri Lanka are motivated by exotic scenery and cultural uniqueness (Liu & Silva, 2015) , yet spending behavior remains moderate due to language barriers, service inconsistency, and limited promotional alignment with expectations (Dulanjalee, 2020) . Eco‑resort research in Sri Lanka underscores a service quality gap between expectation and perception, particularly in reliability, assurance, responsiveness, empathy, and eco‑tangible dimensions ( Aseres & Sira, 2020). Broader ecotourism service studies also suggest modifying traditional SERVQUAL models to incorporate sustainability dimensions relevant to developing country contexts (Yusof et al., 2014) Cross‑cultural studies show that Chinese tourists often prioritize tangible aspects of services (e.g. transport, room quality) while Western tourists emphasize interpersonal hospitality . In Sri Lanka, service providers recognize evolving expectations of Chinese tourists and adapt—but gaps remain in smaller or remote attractions (Gunawardana et al., 2022) .

Despite these insights, there is limited qualitative examination of how Chinese eco‑tourists construct expectations, interpret eco‑tourism authenticity, and evaluate satisfaction in Sri Lanka’s natural settings. The existing literature primarily relies on surveys and quantitative models. This study fills the gap through qualitative analysis of Chinese‑language review content and interviews, exploring how expectation is formed and satisfaction is experienced in eco‑tourism settings.

METHODOLOGY

This research adopts a constructivist qualitative approach, aiming to understand subjective meanings of eco‑tourism experiences among Chinese tourists. Two data sources were used:

Semi‑structured interviews: Twenty Chinese tourists who visited Yala or Nuwara Eliya within the past six months were recruited via WeChat groups and local agencies. Interviews (30–45 minutes) were conducted in Mandarin, covering pre‑trip expectations, key experiences, and overall satisfaction.

Online review analysis: One hundred Chinese‑language reviews from platforms such as Ctrip, Qyer, and Mafengwo were collected using purposive sampling. Reviews were anonymized and translated. Themes related to expectations, satisfaction, and dissatisfaction were systematically coded.

All transcripts and review data were analyzed using Braun & Clarke’s (2006) thematic analysis, with inductive coding to identify emergent themes. Ethical clearance was obtained; participants gave informed consent and were anonymized.

RESULTS AND DISCUSSION

Theme 1: Service Quality, Communication, and Tour Logistics

Chinese tourists consistently report strong expectations regarding service professionalism, clear communication, timely logistics, and clean facilities. A major influencing factor in eco‑tourist satisfaction stems from service quality alignment with pre‑trip expectations. According to Arachchi (2021), reliability and tangible eco‑services significantly shape tourists’ behavioral intentions (visits, recommendations) in Sri Lankan eco‑settings . Echoing this, many interviewees expressed that on‑time pickup, courteous drivers, and clean vehicles greatly enhanced their comfort: “Jeep was clean, water and cold towels provided; we felt well cared for.” In contrast, negative reviews described issues such as delayed transport and poorly maintained vehicles. One Mafengwo review stated: “交通太糟糕，中午迟到一个小时，车辆又破旧。” (“Midday transport was very bad—an hour late, and the vehicle was decrepit.”)

Language barriers further compounded satisfaction issues. Many tourists lamented a lack of Mandarin interpretation, particularly at national parks. As Gunawardana et al. (2022) note, service providers in Sri Lanka are aware of the changing Chinese tourist market but have not fully adapted in many remote eco contexts . One interviewee recalled: “We saw the wildlife, but without Mandarin explanation, we didn’t know what we were seeing or why it mattered.” Reviews from Qyer also voiced similar frustration: “导游讲解都是英文和僧伽罗语，我们一句也听不懂。” (“The guide spoke only English and Sinhala; we didn’t understand a single word.”) This lack of language support not only affected cognitive engagement but also weakened emotional resonance and perceived value.

Facility cleanliness—especially restrooms at eco‑sites or rest stops—was another critical factor. Inadequate hygiene manifested in negative reviews such as: “厕所太脏，蚊子多，让人不敢用。” (“Restrooms were filthy with many mosquitoes; we didn’t dare use them.”) Such visceral discomfort overshadowed positive encounters with wildlife or scenery. Literature on ecotourism services (Yusof et al., 2014) emphasizes that tangible sustainability and assurance—such as clean facilities and reliable amenities—are essential to overall satisfaction and perceived authenticity . Conversely, interviewees who experienced well‑maintained restrooms or supply provision (hand sanitizer, towels) reported emotional comfort and higher satisfaction.

The combination of language accessibility, timely logistics, vehicle and facility cleanliness play a foundational role in satisfaction. Positive experiences frequently led participants to express willingness to recommend Sri Lanka: “If everything runs smoothly and guide explains well in Chinese, I will definitely tell my friends to go.” Conversely, when service standards fell short—even if wildlife sightings were positive—tourists concluded with sentiments like: “景色很美，可是服务太差，不会再来了。” (“The scenery was beautiful, but the service was too poor; I won’t come again.”)

This aligns with findings that service quality gaps—especially in reliability and assurance dimensions—significantly impact revisit intentions and word‑of‑mouth in eco‑tourism . While the theoretical foundation and empirical evidence emphasise eco‑sustainability, the service dimension remains indispensable. Without consistent professionalism, tourists may perceive eco‑tourism as superficial, undermining both enjoyment and institutional confidence.

Managerial implications: Tour operators and site managers should ensure:

Reliable and clean transport,

Mandarin‑capable guides or interpreters,

Maintained hygienic facilities,

Pre‑trip briefing materials in Mandarin.

Such improvements support not only satisfaction but also the perceived authenticity of eco‑tourism offerings.

Theme 2: Wildlife Expectations and Conservation Interpretation

Chinese tourists visiting Sri Lanka’s eco‑destinations often arrive with high expectations for wildlife encounters—particularly with iconic species such as leopards, elephants, and peacocks. This desire reflects broader trends in Chinese eco‑tourism demand, where wildlife viewing is a key motivator (Liu & Silva, 2015) . Promotional materials and social media often emphasize dramatic wildlife sightings, creating strong anticipation prior to arrival.

Interviewees frequently described expectations of close encounters, with one participant stating: “我以为我们会看到豹子，野象，孔雀很多。” (“I thought we would see many leopards, wild elephants, and peacocks.”) However, the actual experience sometimes differed significantly. Wildlife sightings proved unpredictable due to environmental variables and visitor congestion. Many tourists felt disappointed if leopards were not seen or if sightings were brief. A Mafengwo review complained: “吉普车排了很久，但看到的动物只有几只孔雀。” (“We queued in the jeep for a long time but only saw a few peacocks.”)

Interpretation and conservation information emerged as complementary to wildlife viewing. Tourists expressed high appreciation when guides provided contextual information in Mandarin—such as ecology, species behavior, and conservation status. One interviewee recalled: “Our guide in Chinese named the peacock’s Sinhalese name, explained its habitat and why it’s endangered—it made the sighting meaningful.” Conversely, when guides lacked language skills, tourists reported passive experience: “Just seeing animals without understanding did not feel memorable.”

Academic studies indicate that the perceived value of wildlife encounters increases when accompanied by rich interpretation aligned to visitors’ cultural framing (Liu et al., 2018) . Without such interpretation, animals become mere attractions rather than components of meaningful environmental learning. This suggests that wildlife viewing alone does not guarantee satisfaction—it must be integrated with cognitive engagement through interpretation.

Moreover, conservation authenticity—the perception that eco‑tourism genuinely supports biodiversity and habitat protection—affects satisfaction levels. Tourists noted when areas appeared neglected or polluted, e.g., plastic waste near trailheads or picnic spots, undermining conservation messaging. One reviewer from Qyer wrote: “虽然标称是生态旅游，但垃圾很多，看起来不是用心保护的地方。” (“Although labeled as eco‑tourism, there was so much litter—it didn’t feel like a place protected with care.”)

This observation echoes Sri Lanka’s broader challenges in environmental management, where waste disposal infrastructure remains underdeveloped in rural and eco regions (Environmental issues in Sri Lanka, n.d.) . Tourists expected visible sustainability efforts—signage about recycling, waste bins, and guided cleanup efforts. The absence of these diminished perceived authenticity and reduced satisfaction—even if wildlife and scenery met expectations.

Thus, a dual expectation emerges: tourists desire not only visual wildlife encounters but also interpretive learning and tangible conservation practices. When all three align—wildlife sighting, Mandarin explanation, visible environmental care—tourists reported deep satisfaction and sense of meaningful travel. Tourists who experienced only one or two elements often emerged with ambivalence: impressed yet disappointed, disengaged or even skeptical of eco‑tourism ideals.

Managerial implications include training guides in basic biology in Mandarin, integrating conservation messaging in Mandarin signage, and ensuring visible sustainability practices (e.g. trash bins, visitor education panels) at eco sites. This integration supports both visitor satisfaction and broader conservation goals.

Theme 3: Emotional Engagement with Scenic Beauty and Cultural Immersion

Beyond service and wildlife expectations, many Chinese tourists articulated emotional responses to Sri Lanka’s scenic landscapes—particularly in Nuwara Eliya’s tea plantations, mist‑covered hills, and botanical gardens. Tourists frequently used expressive terms such as “梦幻” (dreamlike), “清新” (fresh), and “放松” (relaxing). One interviewee said: “这里的风景比我想象中更美，空气清新，感觉像到欧洲度假。” (“The scenery was even more beautiful than I imagined—the air was fresh, it felt like a vacation in Europe.”)

This immediate emotional impact often exceeded cognitive or informational satisfaction. While many tourists acknowledged limited interpretation, the scenic beauty itself produced strong affective value—consistent with findings that tourists derive satisfaction from aesthetic appreciation and emotional connection (Liu et al., 2018). However, tourists also expressed frustration when scenic sites lacked interpretive infrastructure—such as Mandarin or bilingual signage offering information about local flora, tea cultivation, or historical context. For instance, one Mafengwo reviewer noted: “虽然风景美，但没有中文导览牌，我们只能拍照留念，却不知道这里的历史。” (“The scenery is beautiful, but without Chinese signs, we just took photos—we didn’t know the history here.”) This gap suggests that emotional beauty alone does not fully satisfy tourists seeking meaning and narrative connection.

Cultural immersion, often unexpected, further enhanced emotional engagement. Tourists expressed appreciation for visits to tea factories or local villages when accompanied by explanation. One interviewee described participating in a tea‑plucking experience and chatting with local tea workers; she reflected: “这让我更理解锡兰红茶的文化意义，不仅是看，更是参与。” (“It helped me understand the cultural significance of Ceylon tea—not just seeing, but participating.”)

Such profound engagement aligns with community‑based tourism principles promoted by the Sri Lanka Ecotourism Foundation (n.d.), emphasizing the co‑benefits of rural development, local empowerment, and visitor education . When implemented well, cultural immersion experiences blend emotional, cognitive, and behavioral satisfaction.

Yet, some tourists reported that unstructured interactions without interpretation left them confused. An interviewee said: “在乡村散步，但没人解释，只看到村民工作，却不知道他们是谁或做什么。” (“We walked through villages, but no one explained— we saw villagers working, but didn’t know who they were or what they did.”) This led to emotional detachment and lowered overall satisfaction—even though scenery remained pleasant.

Thus, emotional engagement through aesthetic pleasure can strongly contribute to satisfaction, but when paired with narrative interpretation and cultural participation, the experience becomes transformative. Without meaningful context or facilitation, beauty remains superficial.

Implications for practice:

Develop multilingual interpretive signage at scenic points,

Include cultural demonstration or participatory experiences (e.g., tea tasting, village interaction) accompanied by Mandarin explanation,

Position scenic destinations as narrative spaces rather than photo‑ops.

These enhancements deepen emotional engagement into meaningful, memorable experiences that align with eco‑tourism’s educational and community values.

CONCLUSION

This qualitative study provides nuanced insight into Chinese tourists’ expectations and satisfaction with eco‑tourism in Sri Lanka, focusing on key dimensions: service quality and communication; wildlife expectations and conservation interpretation; and emotional engagement with scenic and cultural immersion. Satisfaction is maximized when expectations in all three areas are met; deficits in even one area significantly diminish perceived value.

Key academic contributions:

Extends eco‑tourism literature in Sri Lanka by incorporating Chinese tourist perspectives qualitatively,

Highlights the limitations of quantitative service quality models if cultural and language dimensions are ignored,

Reinforces the necessity of combining interpretation, authenticity, and aesthetic experience in eco‑tourism delivery.

Practical recommendations:

Provide Mandarin-speaking guides, signage, and pre-trip materials,

Maintain professional logistics and clean facilities,

Integrate interpretation and visible conservation practice into wildlife and scenic experiences,

Facilitate structured cultural immersion supported by explanation.

Future research could compare satisfaction across different source markets (e.g., Japan, Southeast Asia), or explore perspectives of local service providers and community members to triangulate visitor insights and further support sustainable eco-tourism development.

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