Mask Industry In Sri Lankas Southern Province Tourism Essay

1.1 Sri Lanka is being of the Pearl of the Indian Ocean, Sri Lanka is very famous for Tourism. The surrounded wonderful beaches, the different climates in the same country at the same time within short distance, the unique animals and the trees and wild life all matters for Tourism. Despite all these reason there was one another importance reason which is unique to the country which attracted the foreigners. Masks!! Sri Lanka is very famous for masks. And that is very unique to the Country. Sometimes there were visitors specially visit Sri Lanka to buy masks. And Ambalangoda is the area which is the most popular area for Masks and Ambalangoda is the city which has the Mask museum in Sri Lanka. Ambalangoda is located in the middle of two cities, Hikkaduwa and Benthota which are most popular for tourism. But apparently this industry is not developing and showing a declining over the past years.

CHAPTER 2

AIM

2.1 The aim of this re-search is to identify the facts that blocking the mask industry development in Ambalangoda in Southern province Sri Lanka and investigate what measures and actions should be taken place for the growth and expansion of the Masks Industry in order to increase the earning of foreign currency.

STATEMENT OF PROBLEM

2.2 Over the Past few years, the Masks Industry in Ambalangoda is not showing any growth or expansion. Instead it shows a reduction of the manufacturing, selling and reduction of the foreign attraction. Hence this has shown a reason of attenuation of the foreign currency coming to Sri Lanka. At the same time due to the limited man power and masks are being fully done by the pure man power, the manufacturing is not sufficient to meet the demand.

HYPOTHESIS

2.3 The diminution of the Sri Lanka Tourism due to the war, caused Sri Lanka naming as a threaten country which most of the countries announced their residents not to visit Sri Lanka and also the tsunami affected the Sri Lanka tourism and that actually caused declination of the Sri Lankan Masks Industry.

2.4 Masks becoming an undemanding business, the Masks manufactures started giving up the Masks manufacturing and they started working on other opportunities which they could earn money. Also manufactures tended to produce masks for low cost with low quality which at least they could sell masks to the local market.

PREVIEW

2.5 The ultimate objective of this effort is to consider what genuine facts that cause the decrease of the Sri Lankan Masks Industry and what are the next steps that should be taken to augment the Masks Industry in Sri Lanka.

GENERAL OBJECTIVE

2.6 To identify the difficulties and obstacles affected declining the Masks Industry in Sri Lanka. As Ambalangoda is the only city which has the Masks Industry in massive for a long time, Masks Industry in Ambalangoda will be considered in this research.

CHAPTER 3

THE ORIGIN OF THE MAKS INDUSTRY IN AMBALANGODA

WHAT IS A MASK AND WHY MAKS?

3.1 The authentic Masks and Masking Traditions of Sri Lanka are extra ordinary culture phenomenon and a significant contribution Sri Lanka has made to the Asian Cultural spectrum.

3.2 The area around Ambalangoda, about 25 Km up the coast from Galle (about 85 Km from Colombo), is well known for the craft of traditional masks production. The Masks are worn in dances and are also sold to the tourist trade and institutions for display.

3.3 Ambalangoda has a private Mask museum and institution named “Ariyapala and Sons”. They do have commercial outfit selling masks that are made by hand on the premises it self in the Masks Museum.

HOW DOES THE MASKS MAKE

3.4 The traditional Masks are carved from light Balsa like Kaduru wood (Nux Vomica). Kaduru trees grow in the marshy lands bordering paddy fields. This wood is light, soft and easy to Carve. We can view the traditional Masks craftsmen busy in the Ambalangoda Masks museum at their workshop crafting Masks.

Kaduru tree –

Craftsmen need especial set of tools for Masks carving.

Equipment needed –

3.5 Firstly, the trunks of felt tree are kept under hot sun to dry and to drain out the sticky juice. Then it is measured and cut into pieces of required sizes of various masks. Then the carver gives the basic shape of the mask. There measurements of carving have been given in ancient manuscripts. After this, the masks are kept on a stall of hearth for six to seven days to get the smoke to season the wood. This is a very important step as well as a traditional method to keep masks free from insects.

Carving Masks –

3.6 Before a mask is painted, it is smoothen with Motadelia leaved and Delsavaran which is obtained from the Breadfruit tree. As a first step of painting, light yellow is applied on the surface of every mask. Then onwards colors are applied according to the ancient manuscripts. Colors are mixed with “Dorana Oil” to assure the durability of colors. Each mask has its own particular colors to depict their characteristics feature.

Coloring Masks –

It is amazing how a raw wood finally become a nice valuable mask.

MASKS DANCING

3.7 There are three kinds of Masked Dances.

Kolam Masks – Are used in storytelling performances.

Raksha(Demon) Masks- Are used in processions and festivals.

Sanni (Devil Dance) Masks – are used in curing ceremonies.

3.8 Traditional and original masks dancing can be seen at the Bandu Wijesuriya School of Dancing and they do have weekly scheduled dancing shows. Typically show begins with Kolam dance and then follows several ritual Dances.

THE VALUE OF MASKS INDUSTRY TO SRI LANKA

3.9 Not only the foreign market but also the local market is also open for the Masks industry.

Many of the locals buy and hang masks in their own houses for the goodness and to get the God’s wishing to the house.

3.10 Foreigners also somewhat believe the believing of the Masks hanging in their houses. More than that foreigners buy masks for their uniqueness and traditionalism that a mask contain. The colors and the expressions the masks get the foreigners attraction.

The Ambalangoda Masks Museum has many of the very old, original traditional masks and they do present the history and the details of the masks to the visitors to the museum. This massively supports to increase the foreigners Masks awareness and the marketing.

3.11 And there are Masks dancing shows organize for the foreigners at Ambalangoda. Foreigners get more attract to masks once they see the Masks dancing done wearing Masks. Its make them more understandable of the meaning of different kind of masks as well.

3.12 According to the facts from the Ambalangoda Masks Museum, and from the outlet sellers, sometimes they get large orders from foreigners and the Masks sellers provide the facility of doing the shipment to the customers’ doorstep.

3.13 Masks Industry has been one of the main sources of foreign currency to the Sri Lanka. And it opens the door for many job opportunities. The job opportunities start from the Kaduru tree suppliers, the other painting material suppliers, craftsmen, masks painters, sellers, masks dancers, tourist guides and shipping lines etc.

TOURISM INVOLVEMENT ON MASKS INDUSTRY

3.14 Masks manufacturing and the selling is mainly depend on the tourism. Though there is a local market open for the Masks industry, the most of the selling and the profits are from the foreign market.

3.15 In the other hand, the tourism totally depends on the country situation. According to the statistics on tourists arrivals (data from the Airport Surveys and Sri Lanka Tourism Development Authority); there has been a significant increase of tourist arrival during the peace period starting from 2002. But unfortunately with the war in 2008 to 2009; it shows a considerable drop on the tourists’ arrivals which affected the Masks Industry. In 2010, statistics shows an increase in the tourism, which would be a good sign for the Mask Industry as well. More statistics on tourist arrivals are presented in Chapter4 and 5.

3.16 In addition to the war, Sri Lankan tourism was badly affected by the tsunami. According to the statistics, the data shows the tourist arrivals have been increased in 2006. This is a very important point, which most of the foreigners visited Sri Lanka to support the people affected by the tsunami. Most of the hotels in coastal areas are affected by the tsunami. And the momentum of the tourist on visiting for holidays and to enjoyment was reduced vastly. During this time there wasn’t much focus on selling items to foreigners rather the focus was on getting foreigners support to re-establish the destroyed hotels and peoples life in coastal areas. Hence, during this time period also there wasn’t any focus on the Mask industry.

CRAFTSMENS AND RAW MATERIALS AVAILABILITY FOR MASKS INDUSTRY

3.17 As explained in previous chapters, the raw materials used for Masks Industry are mostly from the villages itself and not available in any other country to import. According to the facts gathered from the Masks Manufactures in Ambalangoda, they do have a separate set of workers who supply the Kaduru wood to the manufactures. But according to the facts from the manufactures it self, it was raised the concern that now a days, the supply is slightly meeting the requirement. The manufactures gave the reason as; the suppliers don’t grow the Kaduru tree purposely for their business and they cut the existing Kaduru trees in the area and then supply. Hence the manufactures already have the concern of not having enough supply to meet the demand. As per the manufactures, they don’t have any alternative wood also to use for Masks Carving.

3.18 And the craftsmen that involve in Masks industry are mostly from the tradition and they don’t have much of higher educational background as well. As per the facts from manufactures, most of the craftsmen join the masks carving just after giving up the school and they don’t have any suitability and education or financial strength for higher education. Manufactures don’t see this as a drawback as they are doing the Masks Carving job at their best. But manufactures have seen the facts that now a days, it is very less number of people give-up the school at least before their Advance Level and most people go for the higher education or other careers and the trend of craftsmen joining the industry on Masks carving ahs been very minimal. Up to the painting of masks it has to be Male employees who do the work on most of the time it is Female employees who work on the final part of paining the masks.

3.19 As per the facts from the Manufactures they do have a separate outsourcing craftsmen who supply the completed Masks it selves to the masks manufactures or to the Mask selling people. These outsourcing craftsmen do the buy or find the raw materials by them selves and do the masks carving and sell to the manufactures or the selling outlets directly according to the demand. And one important point that manufactures mentioned about this out sourcing craftsmen are, their main income source or their main occupation is not the masks carving. They do have some other income sources and they do the Masks carving on need basis or on demand basis as another source of income.

3.20 Further, manufactures mentioned this Masks outsourcing method was initiated and started during the War period. As the tourism decreases, the Masks Industry also decreases and hence most of the craftsmen were asked resign from the large manufactures and then these craftsmen started looking for other occupation and they did the Masks carving if there is any demand only. They are still continuing this and as per the facts, in year late 2009 to 2010 they have more involved in Masks Carving with the increase of tourism which is resulting more masks demand.

3.21 More statistics on the human and raw material resources are explained and discussed in the Chapter 4.

GOVERNMENT INVOLVEMENT AND SUPPORT TOT EH MASKS INDUSTRY

3.22 According the information gathered from the manufactures, there has not been a significant support from the government to the Masks Industry. In 1980 decade there has been events organized by the Government for the Masks industry publication around other countries and during that time the Government has given sponsorships to the Masks Manufactures and traditional Masks Dancers to visit different countries and participating on commercial activities.

3.23 But after that with the other main problems the government facing such as the tsunami, the war and the other huge development projects, the government has not focused or put any effort on the Masks Industry development.

3.24 As per the Traditional Masks Manufactures and Masks Dancers opinion, Masks is a subject which can be included in the university subjects and make the new generation aware of the value of the industry. This way they should be able to get much more visibility towards to the Masks Industry and specially the Masks Dancing. Masks Dancing is a very demanding among the foreign countries and that should be promote as a one of the main foreign income source to the Sri Lanka.

IMPROVEMENT THAT CAN BE TAKEN FOR THE MASK INDUSTRY DEVELOPMENT

3.25 As per the facts given by manufactures, Tourism is the main success factor of the Masks industry development and ways and simply increasing the tourist awareness and attraction to the Masks is the key point that can help on Masks Industry development.

3.26 Mean time, additional to the Traditional Masks manufactures, there are many small size business masks manufacturing beginners also popping up and having or giving them the opportunity to for publicity and marketing through out by events organized by the government such as exhibitions in Sri Lanka and other countries, and opening up contacts and connections for the local sellers to the foreign markets also would be very helpful for the Masks Industry development.

CHAPTER 4

DATA CAPTURING AND ANALYSIS

4.1 As the Mask Industry is greatly depend on the Tourism, it is really important to analyze the tourism facts to evaluate the Mask industry over the past 10 years to now and how that has affected the Mask industry as a whole.

TOURIST ARRIVAL

4.2 Sri Lanka Tourism Development Authority (SLTDA) is the Sri Lankan Government department which was formed as the apex body for the Sri Lanka Tourism. The vision of the SLTDA is transforming Sri Lanka to be the Asia’s foremost tourism destination. Towards that vision SLTDA has done many data capturing and surveys to analyze the Sri Lankan Tourism.

4.3 One significant data they are presenting is the number of tourist arrivals over the past Ten years. For the year 2010 they have actually captured the data only up to the month of September yet. Hence the data presentations of the Tourist arrival below will be presented only up to the Month of September for the year 2010.

Tourist arrival for the past Ten years

Year

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

Arrivals

436440

400412

336794

393171

500642

566200

549308

559608

494008

438475

447890

445225

Table 1.01

Graphical representation of the Tourist Arrival from the year 1999 to year 2010:

4.4 According to the Data it shows, the tourist arrival has increased to the max during the year 2004. This is during the peace period and just before the tsunami.

4.5 This figure explains many things. Before the year 2002 also the tourist arrival has not increased due to the internal country situation. But after the year 2002; that means after the ceasefire agreement was signed in 2002, the tourist arrival has increased significantly until the year 2005. Unfortunately Sri Lanka was severely affected by the tsunami in end of the year 2005. Though the foreigners attraction to the Sri Lanka was high due to the beauty of coastal areas and the nice whether, the coastal it self became a reason for the foreigners not to visit Sri Lanka. Instead of foreigners thinking of spending their holiday/vacation in Sri Lanka with a risk, they more tend to select another country to spend their leisure time.

4.6 This reason it self caused the decrease of the global business in the Masks Industry. When it is lessening the tourist visiting to Sri Lanka, directly it lessens the demand in the Masks Industry.

4.7 The figures display a slight increase of the tourist in the year 2006 than in the year 2005. There is a very valid reason for that. After the Sri Lanka was affected by the tsunami in December 2004, many of the foreigners came to Sri Lanka at the beginning and throughout the year 2006 to support and give donations to the people in tsunami affected areas. But according to the Masks Manufactures, this has not helped in any case for the Masks Industry as there wasn’t any focus about leisure in Sri Lanka among the Tourist during this period of time.

4.8 Again from 2007 to 2008 the data shows a decrease of the tourist arrival to Sri Lanka. This is mainly due to the civil war that was at a higher point during this time. During the period of war, many countries officially announced and declared Sri Lanka is a threaten country that their residence should not visit. Due to these reason the tourist arrival and the tourism faced a huge problem where there were lots of hotels ran on lost and many of the employees worked in hotel industry lost their jobs or most of them left to foreign countries looking for new jobs.

4.9 As per the facts gathered from Masks manufactures, during this period of time they also had faced a big problem of selling their Masks. As the main buyers of the Masks are the tourist, and due to the lack of tourism, Masks manufactures faced a huge crisis of selling their products. Hence most of the manufactured has had to ask their craftsmen to resign from their workshops and cut down the employees or the staffs in their outlets.

4.10 Meantime, there has not been any support from the government also to the Masks industry to export Masks, to have any exhibition or any sales promotion in foreign countries during this time period. Hence most of the Masks manufactures also has loosen their focus on the Masks industry as an income source and they also has started looking for other alternative business as their income sources.

4.11 With the end of the war in 2009, the data shows the tourist arrival is being increased; but slightly. It is very difficult to reason out and interpret the reason of not showing significant increase on the tourist arrivals even after the war. Is it because the foreigners are still uncertain on visiting and having a nice time in Sri Lanka, they are not confident enough about the security situation in Sri Lanka or the foreigners are much more interested in visiting other Asian countries than Sri Lanka? To get these question answered, we should capture tourist arrivals and we should do tourists satisfaction surveys at least for 2 more years and should analyze the data and conclude. As like the Masks Industry, there are many more commercial industries which are directly depend on the Sri Lankan tourism.

4.12 According to the Survey done among the Masks Manufactures, they do not have much of outlets or stocks of Masks in hotels or Laksala or any other places other than their own outlets at Ambalangoda. This is also very important information or a reason for the Masks Industry drop off. If foreigner see and get the accurate and clear information about the value of masks and historical back ground in their convenient, it would have been a much more convenient way or better marketing of the Masks among foreigners. But according to the Masks manufactures, this needs more investments to have staff locate in hotels. As especially the Masks have traditional history and very important purposes; the salesmen must aware of historical and theoretical facts in details of individual Mask for them to explain to foreigners and make them attractive and interested on Masks.

4.13 According to the interviews done with the Masks Manufactures at Ambalangoda, there is one another important reason for the Masks Industry drop off; the written and verbal English knowledge of the people in the industry. Most of the craftsmen and the people who involves on Masks dancing which are the expert of the knowledge of the Masks and the Masks history are not highly educated people. Hence their communication skills in English or in any other foreign language are not in a higher standard to clearly explain about the Masks to the tourists. Most of the time it is the tourist guide who translate and explain the information about the masks to the tourists. And some times, the Masks Manufactures itself should explain to the tourist for better explanation and make better deals on Masks. As per the Masks manufactures, when ever they are getting large orders, the Masks manufactures have to have the direct communication with the foreign customer.

WORKERS EDUCATIONAL BACKGROUND

4.14 Craftsmen educational background was measured by the survey done among masks manufactures targeting 110 workers (craftsmen and people who involve on masks painting as well) and the data is as below;

Education Level

Less Than GCE O/L

GCE O/L Pass

GCE O/L Pass but Before GCE A/L

GCE A/L Pass

Any Higher Education

(Degree/Diploma)

Total

Count

21

36

43

8

2

110

4.15 According to the data captured form the survey on the Masks Industry craftsmen educational level and educational background, it shows most of the workers who involve in the Masks industry doesn’t have much of Educational background. Most of the people have the educational level up to the Ordinary level and before completing the Advance level.

4.16 This shows and implies the fact that it doesn’t need much of educational background to be Masks craftsmen or low educated people involve in the Masks carving. This can be affected in two ways. These workers will not leave the Masks Industry even if they don’t earn much money as they don’t have much of educational background to move into another industry or in the future the workers that will be joining the Masks industry can be lessen as now a days most of the people are going for higher education and the number of students who give-up the education before the Ordinary level or the Advance level is very much less. Hence the Masks manufactures already has started facing the problem of recruiting craftsmen. The people who have more educational background join other better jobs and the focus on the Masks carving as a career has been considerably reduces.

WORKERS REASON TO JOIN THE MASKS INDUSTRY

4.17 According to the data captured about their reason of joining the masks Industry, among the employees; the most of the employees has joined the Masks industry from the generation or Family background. And the “Social Acceptance” is the least selected reason for the Masks Industry employees. This indicates that still there are no training programs or any plan available for the Masks carving and Masks Dancing as a profitable and respectable profession as still the reason for most of the peoples joining the Masks Industry is from the family background or from the generation.

WORKERS EXPERIENCE IN THE MASKS INDUSTRY

4.18 Workers experience was captured through the survey and the highest percentage of the employees has the experience between 5 to 10 years and the least percentage is for the less than 2 years experience category. This indicates the fact that employees newly joining to the industry is less and most of the employees in the Masks industry are the ones which has been in the masks industry for a long time.

MASK MANUFACTURES STATISTICS FOR THE LAST 10 YEARS

4.19 According to the data captured from the Department Of Small Scale Industries and the Industrial Development Board of Ceylon regarding the Masks industry, there have not been any new business registrations during the past few years. It shows that they have not been any interested parties which have not done any new investment on the mask industry where as there has been little new registration on other foreign or tourist investments.

4.20 Below shows the figures captured from the Department of Census and Statistics on the number of employees in the tourism:

Employment in Tourist Industry

Category of Establishments

No. of Establishments

Total Employed

2006

2007

2008

2009

2006

2007

2008

1. Hotels and Restaurants

1128

1205

1246

1264

36017

39758

31626

2. Travel Agents/Tour Operators

472

532

495

500

6825

7538

6725

3. Airlines

23

20

20

20

6056

5396

5251

4. Agencies Providing Recreational Facilities

8

15

15

21

132

297

259

5. Guides

–

–

–

–

2010

3450

3460

6. Tourist Shops

219

145

144

151

2396

1585

1485

7. National Tourist Organization

1

3

4

4

303

305

313

8. State Sector

16

18

18

18

1910

2187

2187

Total

1867

1938

1942

1978

55649

60516

51306

Source – Department of census and Statistics

4.21 The number of newly established employment and the total Employment in the tourist industry is as of above for the years 2006 to 2009. These numbers clearly shows the total employed in the tourist industry has been increased in the year 2007 and has been significantly decreased in the year 2008 and that has been slightly increased in the year 2009. At the moment the statistics for the year 2010 is not yet released. The below graph clearly show this information:

4.22 The data shows the total employment on the tourism industry has been significantly reduced during the year 2008. This is the time period where the LTTE war was in the peak and the tourism was very much negatively impacted. Hence the data shows the same fact that Masks manufactures also raised where due to the lack of foreigners visiting Sri Lanka, the Masks Industry was also turn down and most of the craftsmen and other people involve on the Masks Industry giving up their career in the Masks industry to other careers.

4.23 Also the workers who work under the Masks industry comes under the “Tourist Shops” category and that numbers also shows a significant reduction of the total employment from 1585 to 1485 in the year 2007 to 2008. And again has increased from 1485 to 1546 from the year 2008 to 2009. This is due to the lack of tourist coming to Sri Lanka due to the War in the year 2008.

4.24 Below data shows the total employment distribution during the years 2006 to 2009 according to the given categories:

4.25 The drop off on the total employment in tourism does clearly shows for the “Hotel and Restaurant” category.

4.26 Simply these facts proves the fact that the Tourism has been dropped-off during the year 2008 which was affected by the War the Sri Lanka faced during that period of time which resulted the drop off of the Masks Industry as the Masks industry main customers and the main market are the foreigners and foreign countries.

EMPLOYMENT IN THE MASKS INDUSTRY

4.27 As per the facts gathered from the Masks Manufactures, The workers who involve in the Masks Industry; craftsmen and all other workers don’t have a much of idea or a trust on the stability of the Masks Industry or the future of the Masks industry. Hence the employment to the Masks industry from the younger educated generation is very much less. As Masks carving or the history of the Masks is not included in any of the subjects the student learnt, the new generation doesn’t have a much of a good idea of the Masks Industry or the heritage value of the Masks Industry. Hence there is not any official or a government channel available to pass the information about the Masks industry to the new generation. This is also a reason for the Mask Industry being not developed or the drop off of the masks industry. According to the Masks manufactures, the employment from the younger generation to the Masks industry is very much less and they already do have the fear of not having enough employment for the Masks carving and all other employment related to the Masks Industry.

THE FUTURE OF THE MASK INDUSTRY

4.28 For the further development of the masks industry to have a better future for the masks industry, it is essential to develop the tourism. Hence it is important to analyze facts on improving and increasing the Sri Lankan tourism. To develop the tourism in Sri Lanka it is required to analyze below facts:

The Purpose of visitors

The Interest and most attracted areas of visitors

Most highest Masks Selling Countries

The Purpose of visitors

Purpose

2008

2009

Pleasure

73.2

80

Business

8.5

8.6

Visiting Friends and Relations

8.3

5.2

Convention and meetings

1.3

1.4

Religious and cultural

2.6

2

Others

6.1

2.8

Source: SLTDA, Annual statistical report 2009

4.29 The purpose of the foreign visits is mostly on the “Pleasure” and that has been increased from 2008 to 2009. This indicates; after the war in Sri Lanka the foreign visiting for the pleasure has been increased. This is good sign for all the employment in the tourist industry. Once the tourism in Sri Lanka increased, that directly positively affect for the Masks Industry as well.

4.30 The information gathered from the Masks manufactures proves this fact. Below are the figures of rough annual sales information captured from eight Masks Manufactures in the Ambalangoda area:

Year

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

Total Annual Sales

53.0

51.0

47.0

54.0

57.5

64.5

61.0

35.0

46.0

32.5

49.5

58.5

4.31 The figures are in Millions and in the currency Rupees.

4.32 The figures show the sales have reached the peak at the year 2004. And a slight decrease in the year 2005. But unfortunate with the affect of tsunami at the end of the year 2005, the sales have been terrifically