UWU Repository :: Browsing by Author "Kulathilaka, C.J.P."

Browsing by Author "Kulathilaka, C.J.P."

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A Comparative Study on Ancient and Contemporary Fisheries Management Systems in Inland Reservoirs of Anuradhapura District in Sri Lanka: A Review
(Uva Wellassa University of Sri Lanka, 2019-02) Lakpawan, W.M.P.; Liyanage, N.P.P.; Tennakoon, T.M.P.S.I.; Herath, H.M.T.N.B.; Kulathilaka, C.J.P.
Archaeological evidences prove that fishery activities were initiated during pre-historic era. According to historical evidences, inland fishery was one of the important economic activities in ancient Sri Lanka and it was regularized after introduction of freshwater fish species during British period. This study was focused on investigation of ancient and contemporary fisheries management systems under four criteria such as, decision making, fishing gears, fish varieties, fish selling and revenue process in Anuradhapura District. 220 fishermen were selected using stratified sampling and data were collected using selfadministrated questionnaire, interviews with key persons and group discussions with fishermen. Secondary information was collected from National Aquaculture Development Authority (NAQDA), Department of Fisheries and Aquatic Resources and library survey. Results of the present study revealed that current fishery practices were managed through community based organizations, NAQDA officers and strong legal framework. As recorded in literature, ancient inland fishery activities were managed by Welwidane with the support of set of norms. In ancient time karaka, Kemana, Iratiya, Athnagu were used as fishing gears to catch native fishes such as Heteropneustes sp, Anabas sp, Channa sp, Wallago sp. At present, pole & line and gill nets were used as legally accepted gears to catch exotic food fishes such as Indian/ Chinese carps and Tilapia. Mainly barter system was applied during the ancient period and Machchabaga & Diyabeduma taxes were applied for harvest & usage of tank. Currently, organized fish selling system is practicing at landing sites and in well managed fishery systems, toll collection was observed. However, no direct taxes were applied in contemporary systems. Both pros and cons were identified in two systems. Abiding nature of villagers, dissemination of harvest and community services practiced can be taken as positive examples from ancient system
Eco Tourism Potentials of Waterfalls in Sri Lanka (With Special Reference to Selected Waterfalls in Badulla District)
(Uva Wellassa University of Sri Lanka, 2019) Bandara, A.M.I.L.; Kulathilaka, C.J.P.
Sri Lanka is home to many scenic waterfalls that have created diversified destinations for tourists both local and foreign. Contemporarily, waterfalls are identified as a growing tourism market as the eco-tourism concept emerging in Sri Lanka. But there is lack of scholarly work carried out on eco-tourism potential of Sri Lankan waterfalls. Thus, this study conducted to investigate the eco-tourism potential of waterfalls in Sri Lanka, particularly selected waterfalls in Badulla district. The objectives of the study were to examine the existing tourism destination attributes in selected waterfalls in Badulla district, to identify eco-tourism potential of them and to ascertain the relationship between eco-tourism potential and destination attributes. Data were collected with the aid of questionnaires from a sample of 150 tourists consist with 75 local and 75 foreign with the use of convenience sampling technique. 05 waterfalls were selected for the study namely, Dunhinda falls, Diyaluma Falls, Bambarakanda Falls, Ravana Falls and Bomuru Falls based on judgmental sampling. The descriptive statistics and Karl Pearson’s correlation coefficient was used for the data analysis. Multiple linear equation was constructed with respect to study the variables that come under the 5A’s concept which consist of Attraction, Accessibility, Activities, Accommodation and Amenities. The study concluded that, eco-tourism potentials of waterfalls in Badulla district have significant relationship with accommodation, amenities, attraction and activities. The study recommended to develop more tourism activities, accommodation facilities and amnesties to attract more tourists to waterfalls for eco-tourism.
Effect of Customer Relationship Marketing Practices on Customer Loyalty (With Special Reference to Five Star Hotels in Colombo District)
(Uva Wellassa University of Sri Lanka, 2019) Oshadha, B.A.P.; Kulathilaka, C.J.P.; Damunupola, A.K.A.
Customer Relationship Marketing (CRM) is a widely using strategy in the modern-day business arena that allows to cultivate durable relationships with both present and potential customers while helping streamline corporate performance. Theoretically it develops a strong customer relationship, customer loyalty and brand value for an establishment. Service businesses are extensively led to the CRM practices evidently. The objectives of this study was to recognize the different CRM practices that are used in the hotel industry and assess the impact of those practices on the customer loyalty. Total of one hundred guests from five star hotels in Colombo district were selected conveniently as the study sample. A structured questionnaire was distributed to collect primary data and descriptive statistics, correlation analysis, and multiple linear regression analysis were used in the study in order to achieve the research objectives. The empirical results of the study revealed that the five star hotels are using an extensive set of CRM practices aligning to the trust, commitment, social bonding, empathy and communication where those have been felt mostly to the guests. CRM practices of the five star hotels and customer loyalty have a strong positive relationship. The most influential factor among all the customer relationship marketing practices, can be identified as social boding and trust had been identified as the least influential factor which affect to the customer loyalty in five star hotels in Colombo district. The findings suggest that hotels can create loyal customers by exhibiting trustworthy behaviors, communicating information to customers efficiently and accurately, delivering a quality services and improving overall customer relationship quality.
Impact of Television Advertisements on Consumer Purchase Intention of Dairy Milk Powder (With Special Reference to Colombo District)
(Uva Wellassa University of Sri Lanka, 2018) Nanayakkara, S.G.; Kulathilaka, C.J.P.
Television advertisement has become one of the major factors which increase the consumer purchase intention of the particular Product. Further, it affects in acquiring life time consumers to the particular organization. In present context majority of consumers consider get attention, processing information, information evaluation, and attitude formation in evaluating product attributes before purchase the dairy milk powder. The purpose of this study was to identify the level of involvement of consumers for TV advertisements, to identify the relationship between television advertisements and consumer purchase intention of dairy milk powder and to find out the most influencing television advertisements factor on consumer purchase intention of dairy milk powder. Sample of 100 families select based on convenience sampling method. Questionnaire method was used to collect data. Statistical tool SPSS used to analyze the gathered data. This study revealed that get attention, information evaluation, attitude formation have a strong positive relationship with consumer purchase intention. Further, there is a weak positive correlation between processing information and consumer purchase intention. Finally, get attention, and information evaluation moderately considered by consumers when select milk powder packets. Processing information and attitude formation are having less consideration when purchasing milk powder packets. Hence this study recommends the dairy milk powder manufacturers to implement strategies through television to improve the customer purchase intention while paying considerable attention on the existing customers when launching new service features to the market for attracting new customers. The benefits of the novelty features should not offer only to the new customers ignoring the existing customers.
Impact of Vehicle Branding on Customer Purchasing Behaviour (Special Reference to Film Industry in Sri Lanka)
(Uva Wellassa University of Sri Lanka, 2018) Chathurika, A.K.D.; Kulathilaka, C.J.P.
The advancement of advertising tools have created cost effective methods of marketing. Accordingly, vehicle branding which means vehicle wrapped advertisement can be identified as one of the cost effective advertising tools. Relatively a few number of papers have published about vehicle branding. It has not yet been covered the impact of vehicle branding on customer purchasing behavior. Moreover, there is a developing competitiveness in Sri Lankan film industry and the recent advertising trend of film promoters is vehicle branding. Hence, intention of this paper is to fill the gap in the literature by examining the impact of vehicle branding on customer purchasing behaviour, ascertaining the relationship between vehicle branding and customer purchasing behaviour and identifying the most influential factor of vehicle wrapped advertisement related to film industry in Sri Lanka. In this study, vehicle branding depends on five dimensions; product's name, format, text composition, creativity and type of vehicle. Primary data were gathered through distributing a questionnaire among 225 movie goers in Western province. Sample was selected using stratified sampling technique. Descriptive statistics, correlation coefficient analysis and regression analysis were used to analyze data. The results suggest that the vehicle branding dimension 'product's name' is the most influencing factor and customer purchasing behaviour dimension "interest" is the most influenced factor. Further, there's a significant positive weak relationship between vehicle branding and customer purchasing behaviour and finally, product identification, format, creativity and type of vehicle significantly impact on customer purchasing behavior except text composition. Accordingly, vehicle branding is a suitable way of giving a first impression about a new film and marketers must concentrate more on film's name when they designing a vehicle wrapped advertisement. Further researches can be conducted covering other industries and for the new trends in vehicle branding such as digital vehicle branding and 3D vehicle branding.
The Influence of Visual Merchandising on Consumer Buying Behaviour (With Special Reference to Stationery Sector in Colombo District)
(Uva Wellassa University of Sri Lanka, 2018) Maduwanthi, W.H.; Kulathilaka, C.J.P.
Stationery industry is a very heterogeneous group of business, usually associated with the education institutes, offices and plays a very crucial role in working of any organization across the globe (Himanshu Talwar, 2009). Sri Lankan stationery industry has today reached international standards keeping up with the latest trends as well Sri Lankan stationery manufacturers have proactively expanded their range of products.(Sri Lanka Export Development Board). According to the prevailing literatures, Visual Merchandising plays a vital role in retailing. Therefore, every marketer must pay attention to this aspect and retailers today are using the merchandising tool to differentiate themselves from other competitors and to be prominent in the market. The objective of this study was to identify the influence of Visual Merchandising on Consumer Buying Behaviour in Stationery Sector. This study was based on both primary and secondary data. Primary data was collected through the structured questionnaire which was designed to obtain consumer's attitudes regarding major variables of Visual Merchandising on their buying behaviour. Visual Merchandising was grouped into five variables namely Lighting, Design Layouts, Product Display, Cleanliness and Music. The study was considered a sample of 5 stationery outlets from under the SPC, STC and private sector within the Colombo district. Hypotheses were tested by the multiple regression and ANOVA analysis by employing SPSS software. Out of all five hypotheses, four were accepted and the results indicated that there is a strong positive relationship between Visual Merchandising and Consumer Buying Behaviour.
A Study on the Factors Influence to Advertisement Avoidance in Social Media (with Special Reference to Female Professionals in Colombo District)
(Uva Wellassa University of Sri Lanka, 2018) Priyadarshani, K.D.M.; Kulathilaka, C.J.P.
The new era of marketing activities require blending of conventional and modern methods. The service companies in Sri Lanka have adopted various E-marketing techniques like pop-up and banner advertisements with large-traffic websites. Among them some people just close those ads and banners without even looking at them, some seek this as a huge irritation. Therefore companies should consider whether those advertising techniques are effective or not. Conceptual framework adopted from Cho & Cheon (2004) avoidance model and study explores the factors of advertising avoidance; perceived goal impediment, perceived advertisement clutter and prior negative experience in social media in Sri Lanka. The objective is to identify the most influencing factor towards advertising avoidance in social media. Both primary and secondary data has been collected and sample consists with 160 female social media users in Colombo district and adopted correlation coefficient and multiple linear regression for analyze the data. Findings revealed the strong positive relationship between factors of advertising avoidance and advertising avoidance. Prior negative experience has been identified as the most significant factor towards the Advertising avoidance. Since Sri Lankan organizations spends around billion rupees a year, it is important to consider effectiveness of the advertising in social media. Effective targeting based on customer profile should be done and awareness on advertising avoidance is crucial excessively.
Study on the Impact of Attraction, Service Quality and Perceived Value on Tourist Behavioural Intention for Performing Arts in Sri Lanka (Special Reference to Kandy District)
(Uva Wellassa University of Sri Lanka, 2021) Wijendra, R.D.I.M.; Tennakoon, T.M.P.S.I.; Kulathilaka, C.J.P.
As with the cultural heritage, the performing arts reflected humanity's intangible cultural heritage and it is major for the development of cultural and heritage tourism as valuable resources. In addition to performing arts being a tourist attractive product the performing arts serve as a resource for tourist behavioural intention. Although the scholars have found the determinant of behavioural intention of tourists, this study was conducted to study the impact of attraction, service quality and perceived value on tourist behavioural intention for performing arts in Sri Lanka to provide an enhanced understanding of performing arts tourism in Sri Lankan context. Hence, the study is coming under deductive approach; this research is basically depending on quantitative analysis. The primary data collected by researchers from 150 tourists using convenience sampling techniques and questionnaires consist of 38 questions. By employing SPSS 22 and MS Excel quantitative data were analyzed using descriptive statistics, spearman‟s correlation analysis and multiple linear regression analysis. According to the visitor profile, the majority of tourists are male and most of them are coming from Europe for leisure purposes and who are under 21-30 age category. Surprisingly most of the tourists are degree holders and they have come to watch performing arts for the first time. The finding of the study reflects that there is a positive relationship between attraction, service quality and perceived value with behavioural intention. Moreover, it reveals that the above independent variables significantly influence tourist behavioural intention for performing arts in Sri Lanka. Educate the tourist through social media by giving information, introducing new blogs and lounging the creative promotional campaigns directly effect on tourist behavioural intention for performing arts in Sri Lanka. Keywords: Attraction; Behavioral Intention; Perceived Value; Performing Arts; Service Quality
A Study on the Relationship between Destination Attributes and Tourist Satisfaction Mediated by Memorable Tourist Experience Empirical Evidences from Drive Tourists in Sri Lanka
(Uva Wellassa University of Sri Lanka, 2020) Rathnayaka, B.R.M.G.M.; Kulathilaka, C.J.P.; Ranaweera, R.A.A.K.
Drive tourism is a new trend that emerged in the recent past. It is one of the emerging concepts in the modern Sri Lankan tourism context. Since drive tourism is a new concept, a limited number of researches has been published. This study focused on investigating the relationship between destinations attributes and tourist satisfaction mediated by memorable tourist experience: empirical evidences from drive tourists in Sri Lanka. A questionnaire-based survey was conducted around Ella, Mirissa, and Negombo areas of Sri Lanka and 120 respondents were collected employing a purposive sampling technique. Pearson correlation analysis was carried out to identify the relationship between destination attributes and satisfaction of drive tourist and the relationship between destination attributes and memorable tourist experience and finally Baron and Kenny approach and Sobel test was applied to identify the mediating relationship of memorable tourist experience between destination attributes and satisfaction of drive tourists. The results revealed that the relationship between destination attributes and satisfaction of drive tourists were partially mediated by the memorable tourist experience. A significant strong positive relationship was found between destination attributes and satisfaction of rive tourists while strong positive relationships between destination attributes and memorable tourist experience. To offer the drive tourists with memorable tourist experience, facilities addressing especially drive tourists such as accommodations with ample parking spaces, fuel refilling centers, and money exchange should be improved further to the standard scale. Keywords: Drive tourism, Memorable tourist experience, Destination attributes, Drive tourist satisfaction

Browsing by Author "Kulathilaka, C.J.P."

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