Evaluating the Impact of Traditional Ayurveda Practices on Health Tourism: An Examination of the Sri Lankan Context

Tourism Management

This research delves into the intricate dynamics of incorporating traditional Ayurveda practices into the realm of health tourism in Sri Lanka, specifically examining the moderating role played by government policies and support. Utilizing a qualitative research design with thematic analysis, the study explores the perspectives of key stakeholders, including Ayurveda practitioners, health tourism establishments, government officials, and health-conscious tourists. The results highlight the seamless integration of Ayurveda into Sri Lanka's health tourism landscape, emphasizing that Ayurvedic principles are integral components of wellness programs rather than mere additions. Tourists, motivated by a pursuit of holistic well-being, seek transformative experiences aligned with Ayurvedic traditions. Notably, government policies and support emerge as critical moderators, influencing integration, economic impacts, and challenges faced by Ayurveda practitioners. From an economic standpoint, Ayurveda health tourism significantly contributes to local economies, fostering growth, job creation, and financial benefits. The study recommends streamlined regulatory frameworks, targeted awareness campaigns, and sustainability guidelines, with government policies and support playing a pivotal role in addressing challenges and creating an environment conducive to the growth and authenticity of Ayurveda health tourism in Sri Lanka. This research provides valuable insights into the role of Ayurveda in health tourism, underscoring the moderating influence of government policies and support. The findings advocate for a collaborative approach that preserves cultural authenticity, promotes sustainability, and ensures the continued success of Ayurveda practices in Sri Lanka's health tourism sector under the guiding hand of governmental influence.

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