Sri Lanka Tourism Development Authority

Published Date: 02 Nov 2017

1. Introduction

Sri Lanka Tourism Development Authority (SLTDA) which is located at the heart of Sri Lanka, thus capital city of Sri Lanka, known as Colombo. Sri Lanka Tourism Development Authority earlier named as Ceylon Tourist Board, which was built in 1966 with an enactment of the Ceylon Tourist Board Act No: 10. This establishment operates under the supervision plus rules and regulations of the Ministry of Economic Development.

This organization is the main body or the foundation of the travel and tourism industry of Sri Lanka. Moreover, it holds and manage diverse sectors in the hospitality industry, such as, hotels, motels, boutique hotels, villas, guest houses, travel agencies (inbound plus outbound), restaurants, spice gardens, leisure and sport centers, Spa and therapy centers, home stay accommodation units, bungalows, rented apartments and many more sub hospitality service sectors.

Figure 1. Diverse sectors of the Sri Lanka Tourism Development Authority

Source: Author’s Concept

The capacity of staff is an approximately 150 employees, who are appointed to build up fruitful relationship among hospitality service providers and provide necessary services to enhance their enthusiasm.

SLTDA has segmented their whole heterogeneous market into sub markets. The organization could be able to obtained more benefits by doing market segmentation. Such as, identify the relevant areas of the industry to be develop, provide necessary services as soon as possible, efficient and effectiveness with their resources, and so on.

2. Research Findings

Now a day’s tourism sector is the fast growing industry in the world. It’s overtaking all other industries significantly. In the post war, Sri Lanka has been identified on this vital industry, thus concerning to rebuild this country by using this fruitful phenomenon.

The government of Sri Lanka has mentioned that tourism is one of the best concepts to build up this golden paradise by promoting this country to the world through hospitality service providers.

The travel and tourism industry of Sri Lanka which is been officially operating since 1966, under the supervision of the Ceylon Tourist Board.

Steady growth of the travel and tourism industry of Sri Lanka was lost its momentum due to the prolonged civil war lasting three decades.

There is no any method to recognize as well as reward excellence in the travel and tourism sector like other industries which has been conducted awards ceremonies annually. This will be the first ever travel and tourism award ceremony which is going to held in Sri Lanka. Moreover, this annual event will be gathering momentum through further participation and as well as innovative products plus hospitality services. This award ceremony will recognize plus reward excellence in tourism industry in Sri Lanka. Moreover, it will accommodate to motivate and encourage the hospitality service providers and operators to move forward along with ever changing business environment.

This program mostly focuses on judging the standards and quality level of the tourism products plus services, moreover, which will accommodate to encourage and inspire hospitality service providers to build up, maintain and provide their products and services for tourists according to the standards. Furthermore, this industry tool (quality assurance) has been fundamentally designed to set up, develop and maintain the standards of hospitality business. To achieve the goals plus objectives, there should be a professional management system, which will assist to consistency, preventability and as well as reliability in the process of the business. This will directly or indirectly effect to improve the customer satisfaction and guest loyalty according to the following points.

Faithfulness to hospitality industry plus system of implementation.

Fulfillment and conformity with business plus industry policies.

At present, there are plenty of organizations involved in tourism business, thus engaged with the quality assurance program. The program dedicated to guarantee in delivering each tourism individual’s standards.

According to the research it found that there are approximately 2250 number of hospitality service providers who are operating in the industry. Furthermore, those service providers who are providing different products plus services to the market, according to satisfy the needs and wants of customers. This project (award ceremony) would be more helpful to motivate and an encourage people those who are currently engage in this industry and as well as it will accommodate to lead people who are willing to enter to the industry. Furthermore, below mentioned benefits can be gain through this project. Such as,

Ability as another specified person or institute.

It assists to build up proper and fruitful relationships among the competitors, suppliers, stakeholder, and so on.

To reward the group and increase morale of the team.

To be able to elevate and promote organizational profile with the media.

A reason for commemoration or celebration.

3. Scope of the Project

Name of the Organization: Sri Lanka Tourism Development Authority

Name of the Project: Tourism Awards

Location of the Project: Cinnamon Grand Hotel

Project Objectives: To identify and reward fineness in the travel, tourism and hospitality industry, consequently encouraging plus an enhancing the consignment of service standards.

Duration Of the Project: 3 Months

Scope of work statement: There are three main teams who are allocated to handle three different subjects or areas of the project. Such as,

Executive Committee Members

Project Committee Members

Project Members

Tasks and Schedule

Executive Committee Members who are responsible for get approvals from the government and the other relevant organizations. Furthermore, making statutory declaration documents, categorizing awards, making rules and regulations plus conditions, deciding prizes plus other gifts and as well as confirm the final check list.

Project Committee Members, who responsible for coordinate with executive committee members and project members, thus handle the upward and downward communication processes. Moreover, deciding marking schemes and penalty points, ordering refreshments, deciding entry requirements, in addition to handle the evaluation procedure (correspondence and inquires plus delivery).

Project Members, who are accountable for coordinate with the project committee members and as well as applicants who are willing to apply making general application forms plus sector specific application forms for each and every specified category, creating certificates, implementing marketing programs to market and introduce about the project to the people, remind all applicants before the ceremony, planning seating arrangements, handling transport service for the invitees and as well as support to the project committee members in any required way.

Sponsorships

Table No 1. Sponsors of the Project

Name of the Sponsors

Responsibility

The Food Cart

Provide Snacks during the project planning

Global Technologies

Provide Necessary Electronic Items

Hamedias Garments

Provide Staff Dress Codes

Mass Media Technologies

Media Sponsor- Visual

The Tourism Magazine

Media Sponsor- Printed/Press

Voice of Tourism

Media Sponsor- Radio

Millennium Gift Center

Sponsorship for Prizes & other Gift Vouchers

Road Runners Cab Service

Provide Vehicles for the Project

Source: Author’s Concept

Cost of the Project

Table No 2. Estimated Budget of the Project

Type

Description

Cost (RS.)

Internal Labor

Payments for Committee staff, Food and Beverages, other relevant expenses.

320,000/=

External Labor

Payments for external laborers, Food and Beverages, Transport Facilities and other expenses.

200,000/=

Materials

Printed materials, electric items and other materials.

550,000/=

Services

Security, transport, cleaning and other.

130,000/=

Total

1,200,000/=

Source: Author’s Concept

Approvals: Have to get approvals from different authorities. Such as, from the government parties, top level management of Sri Lanka Tourism Development Authority, non-government (private) plus semi government institutions and from other relevant organizations.

Payment Terms and Conditions:

Executive Committee Members should participate every final meeting of the week during the project planning period.

Project committee members should attend to every project meeting.

Additional payments (over time) can be paid if some project member works more than his or her working hours.

Paying incentives if project member achieved his or her given targets.

Have to inform to the committee if someone not participating for the particular date.

Can request 25% advance payment from your salary.

Contact Details:

For Nominations, Applications for the Entries, and as well as Judging Process of Tourism Awards, can be contacted,

Table No 3. Team for Management

Executive Committee Members

 

 

Name

Phone Number

E-mail

Mr. Suraj Dinusha

94777-694852

[email protected]

Ms. Ramona Mars

94773-847695

[email protected]

Mr. Asanka Dharshana

94777-449682

[email protected]

Mr. Dinush Chameen

94716-780097

[email protected]

 

 

Project Committee Members

 

 

Name

Phone Number

E-mail

Ms. Pavani Ganga

94716-895762

[email protected]

Mr. Rajintha Wickramasighe

94773-895570

[email protected]

Mr. Mazoomi Maharoof

94777-200189

[email protected]

Mr. Asela Abesighe

94777-800167

[email protected]

 

 

 

Project Members

 

 

Name

Phone Number

E-mail

Mr. Shameera Perera

94716-955601

[email protected]

Mr. Chathura Senarathne

94777-600185

[email protected]

Mr. Gayan Perera

94716-492001

[email protected]

Mr. Indika Roopesighe

94773-778915

[email protected]

Ms. Kaushalya Wijerathne

94777-469903

[email protected]

Ms. Kristina Waas

94773-830094

[email protected]

 

 

 

Source: Author’s Concept

4. Resource Analysis

There are different types of resources which are essential to carry out the tasks of the project and as well as fundamental to complete the activities of the project. Such as People (labor), machines plus equipments, facilities, funds, and so on. Hence, lack of resources lead to decrease the productivity of the project. Furthermore, project resources could be storable or non storable, tangible and intangible, and as well as perishable or non perishable.

Below mentioned tables are showing the different resources which are vital to conduct a project in a proper way.

Table No 4. Resources of the Project

Human Resources

Responsibilities

Judgers

* Judge the applicants' capabilities and Performances.

Inspectors

* Conduct the inspections to applicants' places and fill mark sheets.

Photographers

* Visit on sites and take photos on applicants' properties.

Technical Officer

* Should responsible for technical issues and machines.

Procumbent Officer

* Handling purchasing and distributing relevant goods.

Executive Board Members

* Planning and overlook the project from start to end.

Committee Members

* Coordinate with executive board members and project members.

* Manage the middle level tasks of the project.

* Coordinate with outsiders (applicants, resource providers, etc). * Arrange prizes, gifts and certificates.

Project Members

* Implement tasks of the project under the supervision of committee members.

* Handling transport facilities on time.

* Arrange necessary activities and documents.

Transport Staff

* Provide vehicles on time.

* Arrange other transport facilities.

* Deliver humans and goods to relevant places.

Security Staff

* Handling security issues.

* Provide security guards.

Source: Author’s Concept

Table No 5. Other Resources of the Project

Machines and Other Items

Purpose

Computers

* Use for smooth operation.

Project Software

* To program the Project

Vehicles

* To deliver people and goods from place to place

Staff Uniforms

* To Identify as a member of the Project

Projectors and other Multimedia equipments

* To display the project plan, relevant visuals, music and other relevant information to the visitors

Source: Author’s Concept

5. Planning

Rewards for Recipients

Awards – There are different categories, thus each category is permitted to an award.

Certificates – For all award winners will be given a Certificate to admire their performances. In addition to, issuing a certificate for the participants to inspire themselves.

Logos – All the award winners will be received a logo of the Sri Lanka Tourism Award, printed on a Crystal glass.

Media Coverage – Inviting to different Medias to coverage the event. Winners will be having a great opportunity to advertise themselves business through the special visual and printed Medias. Such as, national media, visual media (television), trade news letters, radio, press media and as well as Travel and Tourism Website. Moreover, winners encouraged using their own media and other advertising opportunities to demonstrate themselves achievements.

Entry Procedure – Applications and Nominations will be released from 10th March 2013. It is compulsory for all applicants to be getting the registration plus license from the Sri Lanka Tourism Development Authority, excepting following categories, to be proved that the business has registered under trustworthy organization.

General Awards

Most excellent Hotel or Business

Adventure Tourism

Eco and Agri Tourism

Wildlife and Nature Tourism

Tourism Marketing Firm

Best Tourism Project

Top Education Institute for Tourism Studies

Chef and Pastry Chef of the Year

Best Restaurant Manager and Hospitality Service Employee of the Year

Best Airline Service Providers of the Year

Other Unique Hospitality Accommodation Supplier

Applicant should choose the correct category he or she wish to apply.

Application can be collected from the Sri Lanka Tourism Development Authority from 9.00 a.m. to 4.00 p.m. or be able to download from the official website (www.srilankatourismawards.lk)

All necessary details and instructions can be seen on the same website.

Nominees have to submit the applications with the relevant entree fees.

The whole submission document should not be surpassing 20 pages.

Applicants should be able to submit with the following documents as well.

The Compliance document with checklist.

The legal statement forms have to sign by a suitable third party to verify the documents and other financial statements are accurate.

Every applicant does not forget to handover a CD which has copied a promotional video clip of themselves business with other relevant materials. Furthermore, label the CD with name of the nominees and the category.

Documents should be typed in a Time New Roman or else Calibri with the 12 point, further advice not to use other variations and every page of the document should be numbered.

Entry Rules

Nominees should apply under their business name or the name of the organization. If someone wishes to apply for further category, he or she has to submit separate application form along with other relevant documents.

All financial statements (e.g. Net Capital, total shares, liabilities, debentures plus other details of the loans, etc) and further achievements should be in the particular time period.

Organizations of the applicants must be currently conducting or handling businesses.

Applicants have to answer to all questions; further unanswered questions may lead to get zero points. Moreover, further clarifications, applicants have a chance to contact person from the executive committee.

Entry submitted applications cannot be transferred to another category and as well as entry fee is not refundable.

Applicants may not have a chance to apply for any other category which is not mentioned in the category list.

(Note: Nominees should be strictly met with the entry rules for judging their applications. Non-fulfillment to follow the entry rules might lead to reduce marks.)

Evaluation Procedure of the Project

Figure 1: Evaluation Procedure

Collecting Applications

Compliance of Applications

Evaluation

Selection

Conduct Inspections

Evaluation of Inspection Reports

Choose 4 Nominees

Select the Winner

Source: Author’s Concept

Collecting Applications – All the applications have to be submit before the closing date, hence late submissions will not be considered.

Compliance of Applications – Checking all the applications plus relevant documents.

Evaluation – The Executive Committee Members will categorize and evaluate all the applications according to the standards, rules and regulations of the project.

Selection – Selecting the complete applications by Project Committee Members.

Conducting Inspections – Inspection Committee will be conducting a site inspection to clarify the information which are given by applicants are true in practice.

Evaluations of Inspection Reports – Checking the inspection reports and do the second selection.

Choose Four Nominees – After evaluation from the second selection stage, the short listed finalists move to the final stage.

Select the Winner – A Six member of Jury will select the final winner after deliberation on applications, inspection reports, approvals from relevant authorities and the judge panel.

6. Project Time Management

Gantt Chart

Network Diagram

7. Financial Analysis

Cost Benefit Analysis

Expected Project Output

Expenses

 

 

 

 

 

 

 

 

1 YEAR

 

2 YEAR

 

3YEAR

Hotel Expenses

 

1,000,000.00

 

2,650,000.00

 

4,050,000.00

salaries for committee members

 

 

 

 

 

 

Executives

4

160,000.00

4

200,000.00

4

240,000.00

Project Members

10

200,000.00

10

300,000.00

10

400,000.00

Inspection committee members

5

150,000.00

5

200,000.00

5

250,000.00

Other committee members

16

160,000.00

16

320,000.00

16

480,000.00

 

 

 

 

 

 

 

Food & Beverage for staff

 

192,500.00

 

245,000.00

 

297,500.00

Certificates

 

5,000.00

 

15,000.00

 

30,000.00

Awards

 

400,000.00

 

900,000.00

 

1,187,500.00

Medals

 

25,000.00

 

60,000.00

 

105,000.00

Cash Prices for judges

 

25,000.00

 

50,000.00

 

75,000.00

 

 

 

 

 

 

 

Advertisements

 

-

 

200,000.00

 

250,000.00

Transport & travelling

 

80,000.00

 

100,000.00

 

120,000.00

Other Expenses

 

15,000.00

 

20,000.00

 

25,000.00

 

 

 

 

 

 

 

 

 

2,412,500.00

 

5,260,000.00

 

7,510,000.00

Income Sources

 

 

Year 1

 

 

Year 2

 

 

Year 3

Tickets

 

 

 

Rs.

 

 

  Rs.

 

5000/= x75

75

375,000.00

100

6000/=

600,000.00

125

7000/=

875,000.00

2500/= x 100

100

250,000.00

125

3000/=

375,000.00

150

4000/=

600,000.00

1500/= x 150

150

225,000.00

175

2000/=

350,000.00

175

2500/=

437,500.00

 

 

850,000.00

 

 

1,325,000.00

 

 

1,912,500.00

 

 

 

 

 

 

 

 

 

Banners

 

 

 

 

 

 

 

 

50000/= x 1

1

50,000.00

1

60000/=

60,000.00

1

70000/=

70,000.00

30000/= x 8

8

200,000.00

9

35000/=

315,000.00

10

40000/=

400,000.00

15000/= x 27

27

270,000.00

28

20000/=

560,000.00

29

25000/=

725,000.00

 

 

520,000.00

 

 

935,000.00

 

 

1,195,000.00

 

 

 

 

 

 

 

 

 

Souvenir

 

 

 

 

 

 

 

 

Front full page (15000/=)

1

15,000.00

1

17000/=

17,000.00

1

20000/=

20,000.00

back full page (10000/=)

1

10,000.00

1

12000/=

12,000.00

1

15000/=

15,000.00

Full Page (4000/=)

15

60,000.00

20

6000/=

120,000.00

20

9000/=

180,000.00

Half Page (2500/=)

20

50,000.00

30

4500/=

135,000.00

30

6000/=

180,000.00

 

 

135,000.00

 

 

284,000.00

 

 

395,000.00

 

 

 

 

 

 

 

 

 

Applicants Registration fee

 

 

 

 

 

 

 

 

Hotels - star classified

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Five star (25000/=)

5

125,000.00

8

30000/=

240,000.00

11

35000/=

385,000.00

Four star (15000/=)

12

180,000.00

15

20000/=

300,000.00

18

25000/=

450,000.00

Three &Two Star (10000/=)

25

250,000.00

28

15000/=

420,000.00

31

17500/=

542,500.00

Home stays accommodation (8500/=)

45

375,000.00

65

10000/=

650,000.00

70

12500/=

875,000.00

 

 

 

 

 

-

 

 

-

Boutique Hotels (20000/=)

7

140,000.00

11

27500/=

302,500.00

13

30000/=

390,000.00

Guest Houses (4500/=)

15

67,500.00

19

9000/=

171,000.00

21

13500/=

283,500.00

Restaurants (5000/=)

18

90,000.00

22

9000/=

198,000.00

24

12500/=

300,000.00

 

 

1,227,500.00

 

 

2,281,500.00

 

 

3,226,000.00

 

 

 

 

 

 

 

 

 

Travel Agents

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Large (10000/=)

5

100,000.00

12

25000/=

300,000.00

15

27500/=

412,500.00

Medium (15000/=)

8

120,000.00

16

20000/=

320,000.00

18

22500/=

405,000.00

Small (10000/=)

12

120,000.00

20

15000/=

300,000.00

22

17500/=

385,000.00

 

 

 

 

 

 

 

 

 

 

340,000.00

 

920,000.00

 

1,202,500.00

 

 

 

 

 

 

 

 

 

TOTAL

 

3,072,500.00

 

 

5,745,500.00

 

 

7,931,000.00

 

 

 

 

 

 

 

 

 

Cash Flow Statement

 

0 Year

1 Year

2 Year

3 Year

Balance Bought Forward

1,200,000.00

175,000.00

835,000.00

1,320,500.00

 

 

 

 

 

Income

3,072,500.00

5,745,500.00

7,931,000.00

 

 

 

 

 

Total Available

1,200,000.00

3,247,500.00

6,580,500.00

9,251,500.00

 

 

 

 

 

Expenses

1,025,000.00

2,412,500.00

5,260,000.00

7,510,000.00

Profit

175,000.00

660,000.00

485,500.00

421,000.00

 

 

 

 

 

Closing Balance

175,000.00

835,000.00

1,320,500.00

1,741,500.00

The above table shows the incomes and outcomes of the project. This Cash flow statement prepared to calculate the closing balance for next 3 years. Expenses calculated for hotel advance payment (Rs.750000) plus expenditure for advertisements (Rs.275000). According to the figures of this statement, it confirms the project is feasible.

Internal Rate of Return

YEAR

PROFIT

 

 

0

(1,025,000.00)

1

660,000.00

2

485,500.00

3

421,000.00

Total gain

1,566,500.00

 

 

This calculation shows the efficiency of the project. It calculates by annual profit of the award ceremony divided by number of years, thus average annual profit should divide by initial investment. Positive answer shows that the project is fruitful.

Payback Period

Year

Cash Flow

0

-1,200,000

1

695,000

2

305,000

3

200,000

4

275,000

5

405,000

Pay Back Period - 3 Years

Payback period is used to identify how long it takes to cover the initial investment of the project. This project will cover the initial investment within 3 years.

Net Present Value

INTERNAL RATE OF RETURN 25%

YEAR

PROJECT

DISCOUNTING FACTOR

PRESENT VALUE

0

(1,025,000.00)

1

(1,025,000.00)

1

660,000.00

0.8000

528,000.00

2

485,500.00

0.6400

310,720.00

3

421,000.00

0.5120

215,552.00

NPV

 

 

29,272.00

INTERNAL RATE OF RETURN 26%

YEAR

PROJECT

DISCOUNTING FACTOR

PRESENT VALUE

0

(1,025,000.00)

1

(1,025,000.00)

1

660,000.00

0.7937

523,809.52

2

485,500.00

0.6299

305,807.51

3

421,000.00

0.4999

210,460.43

NPV

 

 

15,077.47

 

 

 

 

INTERNAL RATE OF RETURN 27%

YEAR

PROJECT

DISCOUNTING FACTOR

PRESENT VALUE

 

 

 

 

0

(1,025,000.00)

1

(1,025,000.00)

1

660,000.00

0.7874

519,685.04

2

485,500.00

0.6200

301,010.60

3

421,000.00

0.4882

205,527.97

NPV

 

 

1,223.61

INTERNAL RATE OF RETURN 28%

YEAR

PROJECT

DISCOUNTING FACTOR

PRESENT VALUE

 

 

 

 

0

(1,025,000.00)

1

(1,025,000.00)

1

660,000.00

0.7813

515,625.00

2

485,500.00

0.6104

296,325.68

3

421,000.00

0.4768

200,748.44

NPV

 

 

(12,300.87)

IRR between 27% and 28%.

This calculations show the present value of the project, thus future value added with inflation. To calculate the IRR, have been used discounting rates, such as 25%, 26%, 27% and 28% respectively. According to this figures 27% is the best IRR outline.

Breakeven Analysis

 

year 1

year 2

year 3

Selling price per person

4097

5746

7931

VARIABLE COST

120,000.00

170,000.00

220,000.00

Variable cost per unit

160.00

170.00

220.00

CONTRIBUTION PER UNIT

3,937.00

5,576.00

7,711.00

FIXED COST

2,292,500.00

5,090,000.00

7,290,000.00

 

 

 

 

BREAK EVEN POINT

582.30

912.84

945.40

No. of Person

750

1000

1000

Selling price per person

4,096.67

5,745.50

7,931.00

Breakeven Analysis demonstrates the point, where the income meets the total cost of the project. Here, its breakeven point is Rs.582.30 plus its total cost is Rs.72, 168,500 (Rs. 582.30 X 120,000 + 2,292,500). Moreover, the product is not fruitful as cost is more than the income.

8. Human Resources of the Project

Recruitment – There are different ways to recruit people for the dissimilar employment, service, profession and career. Tourism and hospitality industry mostly based on human services. Furthermore, according to the research and its’ findings, for the smooth operation and function, there should be a minimum of 30 number of group to conduct this Tourism Awards project. Management of the project who has decided to recruit staff through advertising on the Internet, Tourism News Papers, Radio channels and other special medias. Furthermore, applicants welcome for walking interviews and finally project management committee will be selected and inform who got selected to work as a team member of the project.

Training - Staff training is compulsory task to conduct to get better outcomes and results. Project committee will invite well expertise people from the tourism and hospitality industry to implement the training program. Moreover, selected applicants may have a great opportunity to get to know plus learn how to treat to customers, maintain good impressions, especially how to handle a project and so on.

Motivation – To inspire the team members, management will offer some benefits plus rewards. Each and every team member will be receiving a certificate, gift plus a cash voucher apart from their salary.

Team Building – This is a vital part of the project as without a proper team spirit, the final goals and objectives may not easy to accomplish.

9. Marketing Objectives

Market Segments – Tourism and Hospitality industry can be segmented as start hotels, unclassified hotels, villas, guest houses, bungalows, home stays, restaurants, travel agencies, and airlines (transportation).

Positioning – Make advertisements and create a good image of the project among the target audience.

Implementation – Start the project as they planned and organized to achieve the established goals plus objectives.

10. Conclusion

Tourism industry is the fastest growing industry in Sri Lanka and as well as in all over the world. Most of the countries have been trying to develop their volume of the market through engaging and implementing different activities and projects. This tourism awards project is a modern event plus extremely practical project which is greatly accommodate to motivate or inspire hospitality service providers, furthermore it leads to create enthusiasm of clients plus customers of the industry.