Chinese Tourists’ Expectations and Satisfaction with Eco‑Tourism in Sri Lanka

Ecotourism in Sri Lanka leverages the island’s natural beauty, biodiversity, and cultural heritage while promoting conservation and community engagement. In recent years, it has attracted a steadily growing segment of Chinese tourists seeking authentic, nature-based experiences. This qualitative study investigates Chinese tourists’ expectations and satisfaction with ecotourism offerings at key destinations such as Yala National Park and Nuwara Eliya. Data were collected through semi-structured interviews with 20 Chinese visitors and thematic content analysis of 100 Chinese-language online reviews. The research examines how expectations in areas such as wildlife encounters, scenic landscapes, service quality, language accessibility, and environmental authenticity compare to actual experiences. Three thematic areas emerged: (1) service quality, communication, and logistical arrangements; (2) wildlife expectations and the depth of conservation interpretation; and (3) perceptions of environmental authenticity and sustainable practices. Results indicate that when aesthetic and wildlife expectations are fulfilled—such as spotting iconic species or enjoying pristine landscapes—emotional satisfaction is high. However, dissatisfaction arises when service and language barriers hinder communication, or when visitors perceive a mismatch between advertised sustainability claims and actual practices, leading to concerns about “greenwashing.” By highlighting these patterns, the study contributes to scholarship on ecotourist satisfaction, sustainable tourism management, and the growing body of research on Chinese outbound travel. Practical recommendations are offered for tour operators, guides, and destination managers, including improving multilingual interpretation, enhancing service consistency, and ensuring transparency in environmental claims to foster trust and repeat visitation.