Customer Complaints; A Source of Discovering Hidden Needs of Inbound Beach Tourists of Sri Lanka


  • Malmi L. Wickramaratne University of Kelaniya
  • V. G. G. G. Karunasena University of Kelaniya


Accommodation, Customer needs, Complaints, Preferences


In this paper, Authors describe unarticulated needs of inbound beach tourists of Sri Lanka and also describe factors that lead to customer dissatisfaction in relation to tourists’ accommodation sector in Sri Lanka.  Study uses online customer complaints and positive feedback to analyze their hidden needs. After a detailed analysis using laddering techniques, researchers provide recommendations for each tourist accommodation type with special emphasis on star class hotels in Sri Lanka, where there is volatility in room occupancy rates over the last few years.


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How to Cite

Wickramaratne, M. L., & Karunasena, V. G. G. G. (2015). Customer Complaints; A Source of Discovering Hidden Needs of Inbound Beach Tourists of Sri Lanka. Asian Journal of Business and Management, 3(1). Retrieved from

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