International Tourists’ Perceptions on Spice Markets: A Guideline to Introduce Spice Market Concept into Sri Lankan Context

Purpose: The possibilities of syndicating spice and tourism industries to exploit its fullest potentials to achieve wider benefits have been rarely discussed and such attempts have been rarely made by previous scholars. In such an environment, our main focus was to introduce the “spice market concept” to the Sri Lankan context to strengthen the weak link that exists between the two industries. Research Method: First phase of the study was designed to explore issues associated and strategies adopted by Cochin, Turkey and Dubai spice markets through the analysis of 715 customer views. Second phase of the study was shaped by the insights obtained from the key industry informants/experts through interviews and focus group discussions. Both qualitative and quantitative techniques were instrumental in data analysis. Findings: Product strategy varied from raw spices, organic spices, fair trade spices to high end value additions like nutraceuticals. Cochin and Turkey spice markets were recognized as reliable sources of high-quality spices with the consensus of 80% and 66.7% of the reviewers. Women cooperatives, Arabian, Egyptian, Indian, Iranian, and Syrian marketing channels were the focal sources of spices. Competitive and discount pricing strategies were common to all studied market places. Promotional strategies varied from on-site special promotions to e-marketing. Ethical, customer friendly, caring and trustworthy services were main customer demands. Bentota, Hikkaduwa and Kandy would be promising locations to establish spice markets. Limitations: Lack of firsthand experience on Turkey and Dubai spice markets was a constraint during the study. Originality/value:If implemented in the planned way, the proposed spice market concept could generate a momentous contribution to the country’s socio-economic development through the diversification of the tourism and spice industries.