Browsing by Author "Wijesundara, W.G.S.R."
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Item A Comparative Study on Usage of Marketing Strategies by Themed Hotels and Traditional Hotels in Southern Province of Sri Lanka: from the Managerial Perspective(Uva Wellassa University of Sri Lanka, 2021) Munasinghe, M.A.M.A.; Wijesundara, W.G.S.R.; Sammani, U.G.O.During the past decades, Sri Lanka has reported a dramatic increment on their hotel establishments. As a result, huge competition exists among hotels in marketing themselves. Hence, hotel management needs to be more customer-oriented and competitive by adopting marketing mix strategies in order to reach its target customers. Therefore, this paper aims to comparatively analyze the usage of different marketing strategies used by themed hotels and traditional hotels in Southern Province of Sri Lanka. In compliance with this trend, this paper investigated theme hotels and traditional hotels in marketing strategies development. Furthermore, it figures out the difference between themed hotels and traditional hotels, with regards to marketing mix strategies. The sample to the study being managerial employees in 7 theme hotels and 6 traditional hotels, data was collected through semi-structured interviews. In the empirical data, the researcher collected data from interviews with hotel managers through the combination theories of seven P‟s of marketing mix strategies, and resource-based view. Data was analysed through content analysis. According to the results, it has been highlighted that the theme hotels prioritize internal design, premium price, experiential environment, narrow advertising tools, exclusive greeting patterns in developing marketing strategies, meanwhile traditional hotels focus on standard facilities and amenities, seasonal pricing, broad advertising tools, personalized service, comfortable environment. But, both types of hotels depend on products and physical evidence in marketing their properties. Specifically, the study suggests spreading the marketing campaigns of themed hotels via digital platforms and developing experiential strategies in marketing plans by traditional hotels. Keywords: Marketing Strategies; Resource based view; Marketing mix strategies; Accommodation industry; Competitive marketItem Does Begging Add Flavour to Tourism Destinations in Sri Lanka?(Uva Wellassa University of Sri Lanka, 2019) Wijesundara, W.G.S.R.; Danthanarayana, C.P.; Idroos, A.A.Begging has been identified as a major types of tourist harassment in many destinations in the world. And also, it is considered as a survival activity conducted by people who lack with other categories of income generating activities. Hence, various forms of begging exit in many tourism destinations treating it as a profitable profession from the beggars’ perspective and as a harassment from tourists’ perspective. As a popular tourist destination, currently, Sri Lanka faces this uncontrollable social and economic problem. Therefore, this study focus to identify the begging types and to analyze the tourists’ perspective on begging types exist in tourism destinations in Sri Lanka. The research area for the study was south coastal belt due to high number of tourist arrival and the many tourist harassment reported from the area. Tourists visiting south coastal belt being the research population, the sample was 200 tourists which were selected through stratified sampling technique. Primary data was collected through interviews and observations and data was analyzed using qualitative method. The results revealed that the most exist begging types were disabled, children, adult, busker and performance etc. Many respondents of the study agreed that begging forms like performance, vending and busker etc., represents the local culture and tradition by adding a flavor to the destination. Therefore, future research should be focused on quality enhancement of positive begging forms and reducing negative images traditionally associated with begging.Item Does Culinary Tourism Act as a Pull Factor in Tourist Destinations in South Coast of Sri Lanka?(Uva Wellassa University of Sri Lanka, 2020) Perera, L.A.P.C.; Wijesundara, W.G.S.R.; Peiris, H.R.N.Tourists by arousing their taste buds towards food dishes and it has been already considered as a motive for the choice of travel destinations. In recent years, a large number of tourists in the world have traveled searching new and unique cuisines in traveling destinations and revisited to familiar destinations for them to enjoy the dishes that they have tasted during their previous trips. Culinary tourists usually select a destination based on the availability of cuisines in the destination. Food or culinary makes a destination unique and therefore, gastronomy is a strategic element in defining the brand image of the destination. Considering that, this study focuses on investigating whether the culinary tourism act as a pull factor in tourist destinations in the South coast of Sri Lanka. A questionnaire-based survey was conducted around the South coast of Sri Lanka with 100 respondents applying a purposive sampling technique. After a comprehensive literature review, confirmatory factor analysis was employed as a technique of data reduction in the variables. Initially, regression analysis, thematic analysis, and descriptive statistics were used to analyse data to achieve the objectives of the study. The results revealed that culinary tourism as a pull factor had a significant and direct impact on the destination choice of culinary tourists in the South coast of Sri Lanka. To develop culinary tourism at a satisfactory level, food consumption patterns of culinary tourists should be properly diagnosticated. Further, studies related to culinary tourism with the mediation effect of destination image can be consummated. Keywords: Culinary tourism, Culinary tourist, travelling destinations, Pull factor, GastronomyItem Empirical Study on Impact of Residents ‘Characteristics on Tourism Development (With Special Reference to Mahiyanganaya)(Uva Wellassa University of Sri Lanka, 2019) Alwis, L.L.K.S.; Wijesundara, W.G.S.R.Tourism is a one of the fastest growing industry in the world. Tourism development has been identified as a key performance indicator in tourism industry. The support of the residents’ is very much important for the tourism development. Therefore this study focused on the evaluation of the relationship between residents’ characteristics and tourism development with special reference to the Mahiyanganaya. This study focus to identify the existing residents’ characteristics and tourism development in Uva province, to identify the relationship between residents’ characteristics and tourism development and to recognize most significant characteristic that influence on tourism development in Uva province. The study investigated four major dimensions of resident characteristics in general (residents’ experience, length of residency, active engagement and knowledge about tourism). A sample of 150 residents was drawn using convenience sampling technique who are engaging tourism related activities in Mahiyanganaya. Primary data was collected by using self-administrated questionnaire. Data was analysed with SPSS version. Besides, the data were analysed by using descriptive statistics, correlation coefficient analysis and multiple regression analysis to achieve the objectives of the study. Findings of the study revealed that there is a positive relationship with residents’ characteristics and tourism development. Further, active engagement and knowledge about tourism are significantly influence on tourism development while length of residency and residents’ experience are not significantly influence. Respondents were moderately satisfied with the existing level of characteristics; length of residency and resident experience.Item Enhancing Community Involvement in Wildlife Tourism - A Focus on Challenges and Issues (With Special Reference to Wasgamuwa National Park)(Uva Wellassa University of Sri Lanka, 2019) Gunawardhane, U.G.S.N.; Ranasinghe, J.P.R.C.; Wijesundara, W.G.S.R.Tourism is a sector that can contribute to the economic growth of any region. Sri Lanka has proved to be one of the fastest growing tourist destinations for many types of tourism and specially wildlife tourism. This research mainly focuses on the challenges & issues faced by host community leading to limit their involvement in wildlife tourism. The study aims to clarify and enhance community involvement in wildlife tourism in economic, rural livelihood and social cohesion perspectives. The study also identifies the expectations of community members in order to enhance their involvement in wildlife tourism. Research site is Wasgamuwa National Park, one of the famous wildlife park in Sri Lanka, mostly locals and foreigners visit to experience the wildlife tourism activities such as safari, camping, photography. The extensive review of literature on wildlife tourism, protected areas, community involvement in wildlife tourism, hosts perception on wildlife tourism, barrios to satisfactory host engagement with wildlife tourism and the way forwards for hosts and wildlife tourism have enhanced the theoretical background of the study. Semistructured interviews were conducted to collect primary data from the community members. Local service providers, government officials and host community around Wasgamuwa National Park were interviewed and their views and opinions are used as the basis for analysis from which findings are elucidated and recommendations made. Qualitative data have analyzed through thematic analysis using NVivo11 pro software. By using thematic analysis method researcher identified the themes in the data set. The findings show that a huge current involvement of the community in wildlife tourism. Researcher showed Maintaining access to resources, Complimenting and boosting livelihood, Active participation not just involvement, Cooperation with the private sector, Exploiting the market through ecotourism label as the recommendations.Item Exploring the Demand for Organic Food Consumption in Casual Dining Restaurants in Western Province; from the Restaurant Managers’ Perspective(Uva Wellassa University of Sri Lanka, 2021) Jayawardena, H.N.; Wijesundara, W.G.S.R.; Herath, H.M.J.P.Food tourism is a rapidly growing segment in the hospitality and tourism industry with great potential. Further, its exponential growth has resulted in exploring the niche market for organic foods in the restaurant industry. At present, it has become a trend to consume organically grown foods at „dine-in‟ in restaurants. But, contradictory ideas exist in the literature regarding organic and conventional food consumptions. Based on the identified research gap, the objectives of the study were aimed to identify the demand for organic food consumption in restaurants from the restaurant managers‟ perspective in Sri Lanka, to examine the promotional strategies used for organic foods in restaurants, and to identify the limitations of promoting organic foods. Primary data were collected from 18 restaurant managers in casual dining restaurants in the Western Province of Sri Lanka, which are registered at Sri Lanka Tourism Development Authority and also operated in the Western Province of Sri Lanka. The purposive sampling technique was used to formulate the sample and semi-structured interviews were used to collect data. Under the qualitative research approach, collected data were transcribed and analyzed by using the content analysis method. The findings of the study revealed that there is a growing demand for organic food consumption by customers and they are highly attentive to consume organic products when they „dine-in‟ in restaurants. Further, the study explored that the demographics and the perceptions of the consumers to consume healthy have impacted to consume organically. Therefore, restaurant managers are also willing to promote organic foods in their daily food operations in restaurants. But, it was revealed that organic promotional strategies are complicated to be performed specifically due to the limited access in restaurants to expand the organic theme in their daily food operations. Therefore, the recommendations of the study have exposed the potential to expand organic food production in the restaurant industry under the government's concerns and restaurant managers are also recommended to be engaged in delivering healthy consumption patterns by enhancing organic dining-in within the industry. The study will further provide the significance of developing a sustainable environment in the Sri Lankan restaurant industry. Keywords: Dining-in Organically; Organic Food Consumption; Qualitative Content Analysis; Restaurant ManagersItem Exploring the Influential Factors on E-marketing Adoption of Small and Medium Restaurants in Ella, Sri Lanka; Using TOE Technology Acceptance Model(Uva Wellassa University of Sri Lanka, 2020) Karunarathna, S.T.I.; Wijesundara, W.G.S.R.; Yapa, U.A.S.E-marketing is turning into a more crucial inside gift of generation, that is characterized via global markets, excessive opposition, and open borders and small and medium enterprises are the backbone of every economy. SMEs play a major role in the Sri Lankan economy and Small and Medium Restaurants (SMRs) comes under the SMEs. However, E-marketing is still in the infancy stage in Sri Lanka due to. Different kinds of factors affecting E-marketing adoption by SMRs. Previously technology adoption models and theories like TOE Framework, TAM model, and IDT theory have been introduced by scholars. But limited research is on factors affecting on E-marketing adoption. Therefore, this study aims to explore the influential factors on E-marketing adoption of small and medium restaurants in Ella, Sri Lanka, using the TOE framework. Amidst that, the TOE model was developed by combining dimensions of technology, organization, environment with E-marketing adoption. Primary data were collected from 35 small and medium restaurants in the Ella area, applying a convenient sampling technique. Data analysis was performed using descriptive statistics, simple regression analysis, and qualitative analysis. Descriptive analysis revealed a high level of Emarketing adoption by SMRs and the results of multiple regression analyses show technology as the most influential factor for E-marketing adoption. Further, high training costs. Time for training, lack of knowledge, and lack of technical support were identified as the challenges faced by SMRs. Based on finding managers and owners of small and medium restaurants should be attention to further development areas and the government pays attention to develop the E-marketing and provide particular facilities for Emarketing adoption. For the future, it would be more attractive to evaluate the feedback from other sectors also, by extending sampling groups into different small and medium enterprises groups (Manufacturing, services) to get a more diversified sample. Keywords: E-marketing, Small and medium restaurants, E-marketing adoptionItem Identification of Foreign Tourists’ Perception on Quality of International Food and Beverages Available in Destination Food Outlets in Sri Lanka with Special Reference to Ella Area(Uva Wellassa University of Sri Lanka, 2020) Gunawardhana, T.A.N.P.; Wijesundara, W.G.S.R.; Peiris, H.R.N.Food being one of the basic human needs, it is considered as one of the important factors which creates a memorable experience for a tourist. Therefore, while traveling from one place to another place tourists require to access food and beverages. Meanwhile, due to food neophobia tourists usually tend to consume international food and beverages when they are on traveling. In this context, the present study aimed to identify the foreign tourists’ perception of the quality of the international food and beverages available in destination food outlets in Sri Lanka. The research site selected was Ella which is very popular among tourists. The sample of the study was 100 foreign tourists who consumed the food and beverages at food outlets available in Ella during their stay in Sri Lanka. A self-administrative questionnaire was purposively distributed to collect the data from the respondents. Descriptive analysis, correlation analysis, and multiple regression analysis were used to analyse the data with the support of SPSS. The finding of the research elaborated that tourists almost satisfied with the existing quality of international food and beverages and there was a strong positive relationship between food quality and the tourists’ perception of international food and beverages. According to the regression analysis, the appearance of the food and the wholesomeness showed a positive significant impact on tourists’ perception of international food and beverages. Hence, attractiveness and the cleanliness of food and beverages should be improved to attract more tourists to food outlets. Further, the present study only dealt with the tourists’ perspective and it would be useful to investigate the perspective of service providers on the quality of international food and beverages available in destination food outlets. Keywords: Food quality, Tourists perception, International food and beverages, Destination food outlets, Foreign touristsItem The Impact of Destination Image on Foreign Tourist Future Behaviour Special Reference to Bentota in Sri Lanka(Uva Wellassa University of Sri Lanka, 2019) Chathurangi, G.A.M.; Wijesundara, W.G.S.R.; Tennakoon, T.M.P.S.I.The impact of the Destination image being an important factor in decision making process of tourist future behaviour of revisiting and recommendation. Selection of a destination to be revisit or recommend to others would base on the tourist’s perceived value on the destination. Considering that, this study mainly aims to identify the impact of destination image on foreign tourist future behaviour in Sri Lanka. The theoretical dimensions of destination image; Cognitive image, unique image and Affective image were adopted in order to accomplish the objective of identifying the impact of the destination image on foreign tourist future behaviour. Bentota was selected as the research area for the study as the arising of tourism harassments, negative practices of beach boys, overcapacity of the coastal region which would create a bad destination image among the tourists, have become a major issue on the location. The population was the international tourists visited Bentota area, in the months of May, June, July in 2018. 300 respondents were selected as the sample employing convenient sampling technique. The adopted questionnaire of (H, 2008, Hailin Qu,2011, and Artuger, 2017) was used as the research instrument for collecting data. The collected data was analysed by employing Smart PLS software version 2.0 and SPSS. The results revealed that there is the most significant and effective positive relationship among the cognitive image and the foreign tourist future behaviour. While Affective image has no significant relation between the foreign tourist future behaviour and Meanwhile, Unique image has a significant negative relation between the future behaviours of the tourists. Hence, it suggests to develop the destination through niche tourism concepts based on the target markets and their perceptions of visiting. This study derives theoretical and empirical contribution and need for further researches on the context.Item Impact of Entrepreneurs Self - Efficiency on Tourism Industry Firm Performance (With Special Reference to Ella Area)(Uva Wellassa University of Sri Lanka, 2019) Senevirathna, S.M.L.D.; Fasana, S.F.; Wijesundara, W.G.S.R.Self-efficacy is often an overlooked, but critical component to successfully completing a task in the workplace. The relationship between self-efficacy and performance is critical and lays the foundation for how each owner interacts with his work and what he is capable of achieving. Further, the level of self-efficacy of the individuals also can differ among individuals. Accordingly, past studies shown mix findings on the relationship between self-efficacy of owners and firm performance. The aim of this study is to investigate the impact of self-efficacy of Entrepreneurs on firm performance. More specifically, study examined whether there is any variation in self-efficacy in terms of gender differences of the owners. The study investigated four major dimensions of self-efficacy in general (vicarious experience, physical state, previous result, Feedback). A sample consists of 90 owner managers in Ella Area and simple random sampling method was adopted to select the respondents. Further, this study employed self-administered questionnaire to collect data. Besides, the data were analyzed by using descriptive, correlation, multiple regression analysis and one-way ANOVA. Results significantly supported to conclude that self-efficacy is one of the strong predictors of firm performance and there is a strong positive relationship exists between self-efficacy and firm performance. Besides, the results revealed that the owners in Ella Area were highly possessing the emotional arousal self-efficacy compared to other dimensions. Additionally, females are low selfefficacious than males and their performance is significantly low. However, there is no difference in the level of self-efficacy and firm performance in terms of age and education level. It is suggested that the owner managers should develop their talents, organize themselves to be effective and be motivated to perform betterItem Impact of Tourism Education On Job Performance of Tourism Graduates from State Universities in Sri Lanka(Uva Wellassa University of Sri Lanka, 2019) Prasangika, W.D.L; Ranasinghe, J.P.R.C; Wijesundara, W.G.S.R.Tourism is one of the fastest growing umbrella industries in the world. Each one in eleven jobs in the world are from tourism sector. It is equally important to have well trained, educated and skilled work force for high quality performance. Despite the rapid growth in the provision of tourism higher education in the past 40 years, uncertainties remain about the content and nature of tourism degrees and how these are aligned with the needs of the tourism industry. Some research has been done on designing tourism higher education curriculum but the extent to which tourism higher education meets the industry needs and the job performance of the graduates has not yet been closely investigated. This study aims to identify the impact of tourism education on the job performance of the tourism graduates. Conceptual framework was developed to outline the research process. Sample consisted 160 respondents by covering all the four state universities providing tourism degree programs in Sri Lanka. An online survey was conducted to collect the relevant data. Data was analysed by using descriptive statistics, confirmatory factor analysis, path modelling through SPSS and Smart-PLS (SEM). The study found considerable variance between tourism education and job performance and there is a positive moderate impact from tourism education to the job performance. Learning outcomes have a moderate positive relationship with job performance. Tourism graduates have a good perception about the tourism education in order to fulfil the industry requirements. As the recommendations tourism curriculum must be well planned and rich with more practical exposure. The faculty members must provide a great support for the undergraduates in accomplishing their career objectives and the learning outcomes. The learning environments must facilitate the supportive exposure in order to get fulfil the learning outcomes of the courses.Item Investigating Intercultural Workplace Relationships: Hotel Industry Employees’ Perspective in Sri Lanka(Uva Wellassa University of Sri Lanka, 2019) Lahiru, R.P.S.; Ranasinghe, J.P.R.C.; Wijesundara, W.G.S.R.Hotel industry is an emerging industry in Sri Lankan service sector which consists of highly diversified workforce. Managing diversified workforce is a trend in todays’ human resource practices at the hotel industry. Workforce diversity is a vast concept and cultural diversity is one of the major aspects within that. Building strong relationships among culturally diverse people lead to generate number of positive outcomes for both the employees and the organization. This study focuses on intercultural workplace relationships in the perspective of Sri Lankan hotel industry employees. The main purpose of the study is to investigate the intercultural workplace relationships among local employees and foreign employees and impact of that relationship on employees’ wider attitudes, affective commitment, and fair treatment at work. Researcher tested the applicability of Contact Hypothesis Theory in Sri Lankan context with respect to the hotel industry, to develop and manage intercultural workplace relationships. Employees in five star hotels in Southern Province are identified as the population of the study. By using convenient sampling technique, 161 employees are selected as the sample and a selfadministered questionnaire was fielded to collect primary data. Structural Equation Modeling approach was used to test the proposed theoretical model with the help of SmartPLS3. The results of the study confirmed that prior attitudes has an impact on intercultural workplace relationships and intercultural workplace relationships influenced on employees’ attitudes, affective commitment and fair treatment at workplace. Findings of the study support the human resource managers to establish proper relationships among culturally diverse workforce and manage them effectively. Further, this study guides the applicability of Contact Theory to manage intercultural workplace relationships within hotel industry employees.Item Perceived Potentials to Promote Bird Watching in Mannar District, Sri Lanka(Uva Wellassa University of Sri Lanka, 2019) Dolfina, S.K.; Wijesundara, W.G.S.R.; Thennakoon, T.M.P.S.I.The Gulf of Mannar has biodiversity-rich ecosystem to attract nature loving tourists to Sri Lanka. Bird watching is one of the favorite activities in the tour packages of nature loving tourists even though, bird-watching in Sri Lanka is an untapped niche tourism. Sri Lanka has a great potential for bird watching tourism. Mannar is one of the bird watching tourism markets. Recently, close attention has been taken by bird watching tourism as an environmental friendly way of generating income for the local Community. By identifying the empirical gap, this study focused to identify the tourists’ profile while observing the prevailing nature of bird watching and to identifying the potentials to promote bird watching in Mannar district. The data was collected through a questionnaire with a sample of 100 tourists visited Mannar district employing convenience sampling method and semi structured interviews were conducted with 20 government bodies, service providers and residence of bird watching area. The mixed method was employed to analyse the data. The findings of the study shows that, the most of the bird watchers who were male are educated and high income earners. The majority of them are around 40 - 49 age group, travelling with the purpose of bird watching than the other purposes. Further, Mannar having a rich potentiality for promoting bird watching because of the availability of variety of birds and bird watching areas, knowledgeable guides, accessibility and infrastructure, good weather condition and bird watching information source etc. Moreover, government and other responsible bodies should focus on bird watching in tourism planning and development in the destinations.Item Potentials for Agro Tourism Development in Pinnawala, Sri Lanka(Uva Wellassa University of Sri Lanka, 2020) Weerasooriya, P.C.U.; Wijesundara, W.G.S.R.; Kumara, P.H.T.; Ranaweera, R.A.A.K.Agrotourism, as an alternative to mass tourism, is a rapidly growing segment of the tourism industry. At present, agro-tourism is done by most of the countries in the world aiming at sustainable rural development. Pinnawala area has several features that can be developed as an agro-tourism destination. Due to the lack of government involvement and support, awareness on agro-tourism and infrastructure facilities, the development of agrotourism has been slowed down in Sri Lanka. There is an empirical gap due to the limited studies done in the agro-tourism sector. Pinnawala is an emerging area of interest among tourists where the agro-tourism can be practiced. This research aimed to study the potentials for the application of agro-tourism in the Pinnawala area. After, a comprehensive literature review, a structured questionnaire was constructed. The target sample for the study was tourists who visited Pinnawala from July to August 2019 and the tourism stakeholders in the area. The convenience sampling method was used and the primary data were collected from 73 tourists using the structured questionnaire and from 7 tourism stakeholders with in-depth interviews. Data were analysed with descriptive analysis, Pearson’s correlation coefficient, thematic analysis, and Friedman test. According to the results, it was revealed that there was a relationship between environmental facilities and potential to the agrotourism development in the area. Lack of government involvement and support, lack of agro-tourism awareness, lack of agro tourism-based activities in the area were identified as the most influencing challenges and issues to develop agro-tourism in the area. Based on the findings, it is recommended to concern on development of agro-tourism awareness and training, implementing agro tourism-based activities and products, formulate agro-tourism standards to promote the agro-tourism in the destination. Further, comprehensive research related to the agrotourism activities and product development would be useful to develop agro-tourism in Sri Lanka. Keywords: Agro tourism, Potentials, Tourism developmentItem Stepping Boom to Doom Tourism? A Special Focus on Elephant Seeing in Sri Lanka(Uva Wellassa University of Sri Lanka, 2018) Wijesundara, W.G.S.R.Doom Tourism indicates a significant role in an emerging travel trend which explains visiting of vulnerable places and features before they disappear or are essential and irrevocably changed by tourists. Elephants, the symbolic creature of culture and nature of Sri Lanka are playing a major role of Sri Lanka's natural asset portfolio. Therefore, elephants are identified as an icon of booming of Sri Lankan tourism with elephant seeing, elephant safari, elephant ride, and using for foreign weddings etc., Elephant' destinations have been economically benefitted through the tourism but similarly and gradually threatened by human activities. Considering this doubtful background, this study aims to identify the problems associated with elephant seeing and whether elephant seeing of Sri Lankan tourism moving to Doom Tourism in the future. Dambulla, Habarana and Minneriya were selected as research field to the study. Primary data was collected from a sample of 85 tourists distributing a self-administered questionnaire and from 25 tourism stakeholders around the area through interviews. The secondary data was collected from books, magazines, newspapers and government offices. A mixed methodology was employed to analyze the collected data while importing them to the Statistical Package for the Social science (SPSS). The results show that elephants are in a severe risk due to killing for commercialization, dumping in forests and overloaded jeep safaris etc. and local guests emphasized that existing elephants in Sri Lanka are visited by them as they observed that elephants are threatened by humans. Further, both local and foreign tourists suggested to engage in Doom Tourism as Elephants in Sri Lanka is the image of Asian Elephants. Moreover, it is recommended that elephant seeing should be a form of responsible tourism in Sri Lankan Tourism Industry.Item A Study of Impact of Dive Tourism on Community Development: Special References to Southern Province of Sri Lanka(Uva Wellassa University of Sri Lanka, 2020) Rajapaksha, L. T.; Ranasinghe, J.P.R.C.; Wijesundara, W.G.S.R.; Idroos, A.AThe study focused on the dive tourism impacts on the host community of Southern province in Sri Lanka. Finding out the impacts of dive tourism will help to reach the positivity and to overcome the negativity of tourism to contribute to community development. This study investigated whether the active local participation is possible and to what extent, how far host communities are exposed to the impacts of dive tourism and the motivational factors of divers. The study covered Southern province and examined many aspects of local community life that influenced by local host communities. The research employed more qualitative techniques and data were analysised using SPSS software. A purposive sampling technique was adopted and data were analysised using descriptive analysis, correlation coefficient, and thematic analysis. The findings showed local communities feel the impacts of dive tourism through positive developments or negative consequences like the rise of real estate costs and increased pollution. This area is a very suitable area for varieties of dive tourism activities and recreational activities. New activities can be introduced and started and can re-built previous activities, especially camping sites, underwater photography, cultural activities, and dive based innovational activities. With the help of the community, these activities can be started and they can get benefits while preserving the environment. Keywords: Dive tourism, Tourism impacts, Community development, Motivational factorsItem A Study of Tourist Perception on Tourist Harassment on Destination Image (With Special Reference to Arugam Bay Area)(Uva Wellassa University of Sri Lanka, 2020) Gallage, N.M.; Wijesundara, W.G.S.R.; Kumara, P.H.T.; Sammani, U.G.O.Tourist harassment is one of the major challenges which affects the competitiveness of various tourist destinations over the globe and it destroys the tourists’ positive destination image perceptions. In the Sri Lankan context, there are more pieces of evidence to prove that the tourists have been facing various types of harassment while they are traveling and staying in Sri Lanka. Thus, the main aim of this research was to explore the association between tourists’ perception of tourist harassment and destination image. The target population of the study was international tourists who visited Arugam Bay from July to August 2019 and the sample size was 100 international tourists. A self-prepared structured questionnaire was used to collect primary data from the sample. Purposive sampling technique was used to gather data from international tourists. Simple linear regression analysis and descriptive statistical analysis were used to analyse the data to achieve the research objectives. The results revealed that there was a positive significant association between tourists’ perception of tourist harassment and destination image. Also, verbal harassment was the mostly occurred harassments of Arugam Bay. Further, there was a higher level of influence on tourist harassments due to demographic factors like gender, age, marital status, etc. With the findings of the study, it is recommended to have the involvement of government organizations to avoid or minimize tourist harassment in Sri Lanka. Conducting comprehensive research related to the tourist harassments in Sri Lanka would be useful to avoid tourist harassment within Sri Lanka. Keywords: Tourist perception, Tourist harassment, Destination imageItem A Study on Community Involvement in Tourism Benefit Sharing in Sri Lanka with Special Reference to Dambulla(Uva Wellassa University of Sri Lanka, 2020) Jayasundara, H.M.M.T.; Tennakoon, T.M.P.S.I.; Wijesundara, W.G.S.R.The level of local community involvement in tourism will result in more benefits to livelihood having a strong rapport between the local community and tourism industry. Active participation is important to gain benefits from tourism activities otherwise community involvement can be a disturbance to tourism development in the area. This research mainly focused to identify tourism benefits, how the community involves sharing benefits, and to identify challenges, issues while observing community expectations to enhance community involvement in tourism benefits sharing. The study utilized a qualitative methodology underpinned phenomenology research approach with 13 community members in Dambulla in Sri Lanka. Focus groups and semi-structured interviews were carried out to gather primary data and the collected data were transcribed and analysed manually using thematic analysis and micro-interlocutor analysis. According to the findings of the study, there were more economic benefits than the other benefits generated through the tourism industry in the area. Further, the huge involvement of the community was shown as employment opportunities. There were some challenges and issues faced by the community and expectations such as the need for awareness programs, development of infrastructure facilities required to assure better sharing tourism benefits. Build-up more business opportunities, continue awareness and training programs, usage of environment-friendly transportation methods, the participation of host community leadership to the decision-making process can be mentioned as recommendations of the study. For future research, factors affecting on community livelihood through tourism activities, factors affecting the perception of the host community towards cultural tourism preservation and promotion in the cultural triangle can be recommended. Keywords: Tourism benefits, Community involvement, Challenges and issue, ExpectationsItem A Study on Employee Readiness on Inventory Control Practices in Hotel Industry in Sri Lanka; with Reference to Five Star Hotels in Southern Coastal Belt(Uva Wellassa University of Sri Lanka, 2021) Lakshani, M.K.A.R.; Wijesundara, W.G.S.R.; Nawarathna, A.M.D.B.The hospitality industry plays a vital role in economic development in any country. Accordingly, to maximize the return hoteliers execute cost controlling strategies that specifically covers the inventory cost. Notably, inventory cost also reflects the significant amount of the total cost of hotel operation. But, paying less attention to inventory control practices by hotels and lack of actual employee readiness in inventory control are major concerns which should be considered by hoteliers. Because, a substantial space is available for theft, pilferages, shortages, wastages, inappropriate accounting, inadequate record-keeping, and other losses. Hence, the present study attempts to identify the inventory control practices in hotels in the southern coastal belt followed by another two objectives; to identify employee readiness for inventory control practices and identify the consequences of employee readiness on inventory control practices towards hotels. Primary data collected from 10 department heads of five-star hotels in the research area and structured interviews were used with the purposive sampling techniques. Data were transcribed and analyzed by using content analysis which is one of the qualitative data analysis techniques. The findings revealed the existing unique inventory controlling practices in each department and issues among those departments related to inventory control. And Also, the study shows that there is a 100 percent influence of employee readiness on inventory control practices in hotels like effective and efficient controlling procedure, time saves, income earning, minimize wastages and accuracy of the procedures. Further, this study recommends addressing the issues affecting the readiness of employees involved in inventory control and achieving an effective control process. This study provides an overview of the importance of increasing employee readiness for inventory control in the hotel industry in Sri Lanka. Keywords: Inventory control practices; Employee Readiness; Hotel industry; Southern Coastal BeltItem A Study on the Future Prospects of Tourist Hostel Operations under Covid – 19: Hostel Operators’ Perspective in Western Province of Sri Lanka(Uva Wellassa University of Sri Lanka, 2021) Senevirathne, K.A.M.P.; Wijesundara, W.G.S.R.; Sammani, U.G.O.“Tourist hostel” being a novel concept of accommodation category shows an exponential growth potential in the emerging backpacker market. Backpackers are budget-oriented, shared rooms, and a non-threatening communal space for travellers who value social interaction (SI) during their stay. Due to the COVID 19 epidemic, the largest global health pandemic in the century, Tourist Hostel Operators in Sri Lanka currently deal with substantial controls on hostel operations mainly imposed on maintenance of social distance and travel restrictions and unable to allow social interaction which is vital for backpacking and hostel culture. Hence, this study focuses to identify the nature of the tourists staying at tourist hostels; to explore the nature of tourist hostel operations before Covid-19 pandemic, and to identify specific challenges faced by tourist hostel operators under the new normal condition of Covid-19; from operators‟ perspective. Primary data were collected through semi-structured interviews from 15 selected tourist hostel operators in the Western province of Sri Lanka which has been listed on Hostelworld website. Purposive sampling was used to formulate the sample under qualitative research approach, collected data were transcribed and analyzed by using the content analysis method. As results illustrated, backpacker travelers were the main customer base mainly from Europe. Budget, SI and travel independence were identified as the major motives to accommodate in tourist hostels. Before the pandemic, operators had more focused on enhancing SI with physical and service attributes. However, SI has been challenged specifically and financial instability, lack of local demand, government regulations as well due to health concerns during the new normal condition. Even so, operators willingly encourage SI further without focusing alternative concepts; moving towards non-tourism activities, focusing alternative tourism concepts such as volunteer tourism, community based tourism etc. due to reduction on conventional mass tourism. Further, recommending a mechanism to adopt by highlighting sustainable approach for hostel operations while adhering to mandatory health and safety protocols imposed by the National Health Authorities. Keywords: Backpackers; Covid-19 outbreak; Hostel Operators; Social interaction; Tourist hostel