Browsing by Author "Jayarangana, J.P.C."
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Item Factors Influencing on Intention to Selections of Sustainable Tourism Destination: Empirical Evidence from Young Local Tourists Visits Anuradhapura(Uva Wellassa University of Sri Lanka, 2019) Subhashini, W.M.S.; Sandamali, P.E.G.S.; Jayarangana, J.P.C.Tourism is a significant sector for the development of any country’s economy. The understanding of visitor’s behaviours, such as motivation and attitudinal factors, are necessary for the preparation of tourist destination products. It is important for tourism destinations such as Anuradhapura to attract more visitors. According to SLTDA report data in 2017 review that no visitors visited to Anuradhapura compared with Kandy and less than the Polonnaruwa and Dambulla. Tourists travel for various motives and it is important to identify the factors that may further enhance their attractiveness to tourist destinations. Therefore, the objective of this study is to identifying the factors influencing on intention to select Anuradhapura as a sustainable tourism destination. The population of this study was young local tourists who had visited Anuradapura. Data were collected from two hundred young local tourists through a convenience sampling method, using structured questionnaire and analysed by using SPSS. Researchers developed a model through literature review containing environment attitude, motivation, destination image, word of mouth and perceived service quality. Result shows that environmental attitude, motivation, WOM and perceived service quality are significant and positively influenced to the tourists’ intention to select sustainable tourism destination. Tourism related organizations need to concern about above significant factors and giving special attention on perceived service quality and motivation factors due to higher coefficient was reported. This research contributes to extending knowledge in sustainable tourism destination in the context of emerging markets. By fully understanding the relationship between future behavioural intention and visitors while taking into consideration the determinants of behavioural intention, destination tourism managers would better know how to develop an attractive image that improves and sustains tourist patronage.Item The Impact of Ethical Fashion on Consumer Purchase Behavior: A Case Study of Youth in Kandy Urban Area.(Uva Wellassa University of Sri Lanka, 2019) Abeysiriwardhana, S.D.S.; Jayarangana, J.P.C.; Rathnayaka, H.M.D.C.; Kumara, M.D.P.Ethical fashion means producing cloths under environmentally and socially beneficial way. Textile manufacturers tend to use environmentally and socially harmful methods. The research problem is not having a considerable awareness among Sri Lankans regarding these social and environmental effects. The objective of this study is to identify and analyze how the social and environmental factors influence consumers’ ethical purchase decisions and it contributes to identify consumers’ attitudes and to be aware about issues in the industry. Young textile consumers in Kandy urban area is the population of the study and using convenience sampling method 150 customers were extracted. A structured questionnaire with five-point Likert scale was used to collect data. There are two groups of independent variables as social and environmental aspects. Concern about sweatshops, knowledge about sweatshops, beliefs about the fashion industry in social aspect and support for socially responsible businesses are under social aspect and concern about eco-fashion, knowledge about eco-fashion, beliefs about the fashion industry in environmental aspect and support for environmental responsible businesses are under environmental aspect. The dependent variable is the textile purchasing behavior. Descriptive and inferential statistics were used in the data analysis. Analysis was done under multiple regression model under 0.05 significance level. The result revealed that consumers’ concern about sweatshops, knowledge about sweatshops as well as support for environmentally responsible businesses are statistically significant, and have positive relationships with the textile purchasing behavior. Belief about fashion industry in social aspect does not have a positive impact with the purchasing behavior. Textile producing companies should improve quality of production methods to positively affected the consumers’ textile purchasing behavior.Item An Impact of Motivation on Destination Loyalty of Young Local Tourists: Empirical Evidence from Anuradhapura Tourist Destination(Uva Wellassa University of Sri Lanka, 2019) Rajarathna, M.D.M.N.; Jayarangana, J.P.C.; Rathnayake, R.M.N.U.K.Tourism has become a fastest growing sector of the world’s economy in recent years. It is one of the fastest growing economic sectors of Sri Lanka. Considering Anuradhapura tourist destination, most of the visitors are foreign and elderly tourists. The attractions of young local tourists were poor, but there is a trend among these young local tourists in revisiting Anuradhapura. However, there seems to have a problem with attracting young local tourists and their revisits. So, it is important to identify motivation factors that attract local young tourists to Anuradhapura. Therefore, the objective of this study is to determine the influence of push, pull motivations on tourist’s destination loyalty. The target populations for this study are the young local visitors aged between "15–35". The sample was selected through convenience sampling. A structured questionnaire was used to collect data from 200 local young tourists. The questionnaire contains push, pull factors and five - point Licked scale is employed to assess variables. Regression model was used to analyze the data. Independent variables were categorised as push, push motivation factors. Exciting, relaxation, knowledge, education and family togetherness identified as push factors. Availability of modern atmosphere, wide space and activities, suitable weather, historical and religious background, were identified under pull factors. Result shows that excitement, wide space and activities, suitable weather, historical and religious background are statistically significant at 10% level, has positive effect on destination loyalty. Therefore, it is important to improve those significant factors to attract more tourists and promote destination loyalty. This study is useful for the various tourism related organizations to identify the significant factors to take success decisions that affect for increase destination loyalty of local young tourists.Item Impact of Social Media on Young Local Leisure Travellers’ Behaviour: Empirical Evidences from Tourist Destinations in Kandy District(Uva Wellassa University of Sri Lanka, 2019) Shirmila, W.A.Y.; Herath, S.H.L.; Weerasinghe, A.J.; Jayarangana, J.P.C.Sri Lanka has been one of the most prominent tourist destinations for travelers. Leisure travel can be defined as interest of entertaining, and relaxing from everyday life. Most of the time, leisure travel based on social media. Travel behavior represent the way in which tourists behave according to their attitudes during the traveling process. Sri Lanka Tourism Development Authority highlighted that local travelers visited in Kandy get low amount compared to other cities in 2017. Objective of this research article is to investigate effect of social media on young local leisure travel behavior of Kandy. The population representing the number of young local leisure travelers visited in Kandy. Among them, two hundred sample was selected under convenience sampling method. The questionnaire consists of demographic factors and other questions represent all variables and it measured by using Likert scale to measure the impact on young local leisure travel behavior. Significant level of variables were measured by using AMOS software and path analysis. The research identifies independent variables as frequency of travel, destination selection, social sharing and itinerary planning and the dependent variable as travel behavior. H1, H2, H5 and H7 hypothesis were significant. Destination selection and frequency of travel can be identified as intermediate variables and the significant path represent that the travel frequency has a strong influence on travel behavior and destination selection has a significant path to the frequency of travel. Social sharing positively influence the destination selection and destination selection has significant path to itinerary planning and this path was affected on the leisure travel behavior. Therefore, the study gives a positive contribution to travel organizations to increase their travel frequency. The result of the study explains that social media has a strong impact on the young local leisure travel behavior of Kandy.