Abstract:
Pasikuda is one of prominent beaches in Sri Lanka and in the
world. Pasikuda is situated in the Batticaloa district in the Eastern
province of Sri Lanka. While Sri Lanka's tourism has been picking
up and contributing to the gross domestic production of the country,
it is paramount to investigate destinations in terms of its brand quality,
brand personality and brand image, and its impact on the tourist
satisfaction. Therefore, the aim of the study was to examine the impact
of brand personality, brand quality and brand image of Pasikuda on
the tourists' satisfaction. The study was quantitative in nature and
deductive approach was used for this study. Survey methodology
was adopted using questionnaire as an instrument for data collection
which was adopted from previous researchers. 258 tourists arrived
at the Pasikuda were the respondents of the questionnaire.
Correlation and Multiple regression was used as techniques for data
analysis. Analysis revealed that brand quality, brand personality
and brand image of the Paskiuda as a destination contribute to the
tourist satisfaction. Although the model is significant, brand
personality of Pasikuda is not contributing to the tourist satisfaction.
Analysis further finds that destination marketers of Pasikuda should
make an effort to improve the personality aspects such as sincerity,
excitement and conviviality of Pasikuda.
