Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 1- 19

L.R. Rupasinghe ¹, M.D. Pushpakumari², G.D.N. Perera³

¹ Department of Management and Entrepreneurship, Faculty of Management and Finance, University of Ruhuna, Sri Lanka
² Department of Business Administration, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka
³ Department of Human Resource and Management, Faculty of Management Studies and Commerce, University of Sri Jayewardenepura, Sri Lanka

¹ https://orcid.org/0009-0003-2523-8429
² https://orcid.org/ 0009-0003-8615-0543
³ https://orcid.org/ 0000-0002-9379-2099

Green innovation stimulates healthier living, minimizes environmental harm, and supports long-term socio-economic well-being. Organizations with green practices can enhance competitiveness and build a strong corporate image through sustainable practices. This study examines the moderating role of firm resources on green innovation and competitive advantage. It uses the deductive approach to test the hypotheses. Data were collected using the survey method and a self-structured questionnaire. A simple random sampling technique was used to find the sample. The unit of analysis is the individual. PLS-SEM was used for data analysis. The results indicated that green innovation has a significant positive impact on competitive advantage and an insignificant moderating effect of firm resources on the relationship between green innovation and competitive advantage. The findings extend the Resource-Based View theory by providing empirical support. Further, findings show how organizations can lead to a competitive advantage with green innovation. Moreover, it suggests that having more resources is not important to gain a competitive advantage. This study is unique in examining the moderating impact of green innovation on competitive advantage in the green apparel sector. Further, it is original in its combined examination of three constructs within a single framework. Further, it addresses this notable gap in existing.

Key Words : : Competitive advantage, firm resources, green apparel sector, green innovation, moderator

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 21- 47

M.P. Kovilage

Department of Tourism Management, Faculty of Management Studies, Sabaragamuwa University of Sri Lanka

https://orcid.org/0000-0001-7628-0027

The study sought to develop a comprehensive scale to measure operational excellence (OE) in the manufacturing and service sectors. It employed an exploratory sequential mixed-method design. Items were generated through semi-structured interviews, focus group discussions, and literature surveys and refined through Exploratory Factor Analysis (EFA) using a sample of 500 manufacturing and 500 service companies. The scale’s reliability and validity were assessed by utilising Confirmatory Factor Analysis (CFA) with PLS-SEM on data from 1,000 companies. The qualitative phase identified four dimensions for measuring OE: continuous improvement of sustainable operational performance, sustainable competitive advantages, organisational alignment, and continuous improvement culture, supported by 33 items. Both EFA and CFA validated these dimensions, confirming that OE is a multidimensional construct. The current literature lacks a standard scale for assessing OE. Hence, this study contributed to the existing OE literature by developing a validated scale that followed a well-accepted scale development procedure to measure the OE construct across the manufacturing and service sectors worldwide

Key Words : : Operational Excellence, Organisational Alignment, Scale Development, Sustainable Competitive Advantages, Sustainable Operational Performance

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 49- 70

S.B.D.C. Ratnayake

Business School, Asia Pacific Institute of Information Technology (APIIT)

https://orcid.org/0009-0005-4269-8632

Environmental sustainability reporting has grown in importance practice in order to connect business operations with global sustainability goals. The volume and quality of this reporting differ greatly between sectors and regions. This study explores factors affecting environmental sustainability reporting in the Sri Lankan Hotel sector. This study utilizes a qualitative approach for data analysis. Semi-structured interviews with hotel managers, naturalists, and finance managers from a variety of hotel categories were used to gather data using a thematic analysis. The employees of the companies hold different positions, educational backgrounds, and professional experiences. A total of 20 responses has been collected and analyzed using thematic analysis. According to the study, senior management commitment, regulatory pressure, industry competition, and knowledge of international reporting standards are significant factors impacting Environmental Sustainability Reporting Practices in Sri Lankan Hotels. How ever customer influence and governance committee meetings had no direct influence on Environmental Sustainability Reporting practices. Future studies should examine the quality of ESR in other provinces in Sri Lanka to explore how beneficial it is to stakeholders. The study suggests that in order to improve their reporting and compete globally, hotels need to establish a culture that completely supports sustainability.

Key Words : : Environmental sustainability reporting, global reporting initiatives, hotel industry, Sri Lanka, stakeholder pressure

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 71- 90

S. Vaikunthavasan

Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka

https://orcid.org/0000-0001-6914-5708

The research aims to investigate the nexus between Digital Marketing Capability, Electronic Marketing Orientation, Strategic Agility and the Performance of SMEs. The researcher employed a quantitative research methodology to achieve the study’s objective. The population of the study is the SMEs in the Northern Province. The sample unit is the owner or manager of SMEs. A convenient sampling technique was applied to select the study samples. The researcher planned to collect data from a sample of 400 SMEs from the food based, carpentry, cloth, palmyrah-based, leather-based, coconut-based, printing, education, and hotel industries. The researcher collected data from 264 SMEs. The researcher used the questionnaire to collect data. The data analysis was performed using AMOS 24. The findings revealed that digital marketing capability significantly influences the electronic marketing orientation, the performance of SMEs and strategic agility. Electronic marketing orientation and strategic agility have a significant influence on the performance of SMEs. Electronic marketing orientation mediates the relationship between digital marketing capability and the performance of SMEs. Strategic agility mediates the relationship between digital marketing capability and the performance of SMEs. The findings of this study reveal a significant mediation effect of Electronic Marketing Orientation but an insignificant mediation effect of strategic agility on the relationship between Digital Marketing Capability and the performance of SMEs. This study contributes to the literature by embedding the digital transformation, electronic market orientation and strategic adaptability to improve the performance of SMEs. The findings emphasise the need for SMEs to invest in digital marketing capabilities while fostering a strong e-marketing orientation to maximise the benefits of digitalization.

Key Words : : Digital marketing capability, electronic marketing orientation, sme sector performance, SMEs, strategic agility

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 93- 111

G.P.K. Nishadi

Department of Marketing. Faculty of Management and Finance, University of Ruhuna, Sri Lanka

https://orcid.org/0000-0001-7800-5926

Young consumers are currently making more impulsive decisions due to growing exposure to TikTok in an online setting. Despite TikTok’s importance as a marketing tool, there is still a dearth of study on the impact of TikTok ads on the impulsive purchasing habits of various client segments. Therefore, this study was conducted to investigate the factors influencing young consumers’ propensity for impulsive purchases through the mediation effect of attitudes, with a specific focus on various gender groups. Through a comprehensive survey conducted among 200 undergraduates at the University of Ruhuna, data were collected based on a convenience sampling technique. Additionally, Smart PLS 4 software was used to evaluate the gathered data. The results showed that opinions regarding online video commercials are positively impacted by the Informativeness, Personalization, and Credibility of these adverts. Additionally, the mediating effect was demonstrated to show that young customers create their attitudes through Credibility, Personalization, and Informativeness, which in turn influences their impulsive purchasing decisions. Furthermore, the impact of attitudes on impulse buying behavior was shown to be considerably altered by Gender as a moderating variable, indicating that there are clear distinctions between male and female behavior in this regard. In order to stimulate impulsive purchases, the study offers marketers and brand managers useful guidance on how to improve consumers’ perceptions through the Informativeness, Entertainment, Personalization, and Credibility of the video advertisement.

Key Words : : Attitudes toward advertising, gender, Generation Z, impulsive buying tendency, social media marketing

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 113 – 138

H.G.C. Senarathne¹, B.E.A. Jayasekara², L.M.F. Adams³

¹Lincoln University College, Malaysia
²Department of Science for Technology, Faculty of Technology, University of Sri Jayewardenepura, Sri Lanka
³Institute of Knowledge Academia, Sri Lanka

¹https://orcid.org/0009-0008-4149-4218
²https://orcid.org/0009-0004-7433-5353

The hospitality industry is one of the major economic drivers in Sri Lanka, and Small and Medium-sized Enterprise (SME) hotels plays vital role, but SMEs are especially prone to operational inefficiencies due to many concerns, such as limited resources, manual processes, and growing competition from the larger and tech-enabled hotel chains. Despite the digital tools advancement in the global, there is a research gap in understanding the barriers and enablers of technology adoption specific to SME hotels in Sri Lanka. Recent Sri Lankan research indicates limited but growing attention to digital transformation in SME hotels;
however, most studies remain fragmented and lack theoretical depth. This review article addresses the gap by critically examining and analysing how emerging technologies such as Hotel Property Management Systems (PMS), cloud platforms, Artificial Intelligence (AI), and the Internet of Things (IoT), could enhance operational efficiency in SME hotel operations. This review is based on a narrative literature review methodology, blended with peer-reviewed research published from 2015 to 2024. A thematic analysis, utilising key theoretical frameworks, including Technology Acceptance Model (TAM), Resource-Based View (RBV), and Dynamic Capabilities Theory (DCT), to critically examine the role of digital tools such as PMS and others mentioned above in enhancing the operational efficiency of SME hotels in Sri Lanka. Finding reveals that the technological solutions provide many opportunities to streamline their operations, improve the services, and reduce costs, major challenges such as financial constraints, resistance to change, and low digital literacy persist. The paper concludes that contextual readiness and targeted policy support are essential for meaningful technology adoption. Many recommendations are proposed, such as promoting Software as a Service (SaaS) models, improving digital skills, introducing mobile-based management tools, and finally implementing government-supported incentives to enable a sustainable digital transformation. The revised paper also elaborates the review methodology, inclusion criteria, and conceptual integration among TAM, RBV, DCT, and Stakeholder Theory to improve theoretical clarity and methodological transparency. This study’s importance is rooted in its comprehensive theoretical framework and its practical applicability to a vital but minimally researched element of the hotel industry in Sri Lanka.

Key Words : : Digital transformation, operational efficiency, SME hotels, Sri Lanka, technology adoption

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 139 – 155

D.M.H.D. Bandara¹, B.E.A. Jayasekara²

^{1, 2} Department of Science for Technology, Faculty of Technology, University of Sri Jayawardenepura, Sri Lanka

¹ https://orcid.org/0009-0006-3928-6925
² https://orcid.org/0009-0004-7433-5353

The concept of blue economy has emerged as a vital factor that contributes to the maritime sector and economic growth of island nations like Sri Lanka that vastly depends on the maritime industry, which supports employment, trade, fishing, and tourism. However, due to environmental degradation, insufficient infrastructure, and poor governance, Sri Lanka has not fully benefited from its blue economy despite its potential. Existing literature on the Sri Lankan blue economy and maritime industry has largely focused on certain factors like fishing and shipping, leaving a gap for a critical and comprehensive assessment of the overall growth, barriers, and drawbacks of the blue economy in Sri Lanka. The main purpose of this study is to examine the impact of the blue economy on the development of the maritime sector in Sri Lanka. The methodology used in this study is a systematic literature review conducted using Scopus, Web of Science, ProQuest, and Google Scholar by using a sample of 60 articles published from 2000 – 2024 in this context. The inclusion criteria were the publication in English, the topic of the study was the blue economy or maritime sector in Sri Lanka, and it had to discuss the economic, environmental, social, or governance dimensions. The findings indicate that rich marine resources and aquaculture, the strategic location of the island, and government initiatives have driven Sri Lanka towards a blue economy. However, environmental degradation, limited infrastructure, climatic risks and socioeconomic factors have been identified as barriers to adopting the blue economy in Sri Lanka. According to the findings, the study presents the positive impacts, such as the growth of fisheries and aquaculture, the development of marine tourism, the promotion of renewable energy, and the empowerment of coastal communities. Despite the significance of the blue economy, this study also illustrates the drawbacks of blue economy frameworks, such as economic disparities, conflicting ideas with locals, overexploitation of marine resources and coastal pollution. Moreover, by offering evidence-based insights and policy recommendations for policymakers, industry stakeholders, and scholars, this study contributes to the broader discourse on sustainable maritime development.

Key Words : : Blue economy, fisheries management, marine conservation, maritime industry in Sri Lanka, sustainable development

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 157 – 175

A.C.I.D. Karunarathne^1,2

^{1, 2} Department of Science for Technology, Faculty of Technology, University of Sri Jayawardenepura, Sri Lanka

¹ Department of Tourism Studies, Faculty of Management, Uva Wellassa University of Sri Lanka
² Faculty of Management and Finance, University of Colombo, Sri Lanka

https://orcid.org/0000-0002-7387-3350

Indigenous tourism is globally endorsed as a catalyst for poverty alleviation, cultural revitalization, and inclusive rural development. It is also recognized as a powerful source for positive synergy that offers a comprehensive model for meaningful and sustainable development. However, the issue of uneven distribution of tourism benefits has become a central issue in the literature. Hence, this paper critically reviews who benefits from Indigenous tourism in Sri Lanka by analyzing intra-community dynamics through an intersectional lens and assessing the implications for poverty reduction. The critical narrative review was adopted in the study and academic books, peer-reviewed journal papers, and institutional reports published in international scientific venues, with a focus on the indigenous community and particularly the Vedda community, which were reviewed, drawing on intersectionality theory, empowerment theory, and Indigenous tourism scholarship. Sources were first read to identify key arguments, conceptual frameworks, and empirical findings related to Indigenous tourism, poverty, empowerment, and community dynamics. These insights were then grouped into thematic categories, including gender, generational dynamics, socio-economic stratification, geographic inequality, governance, and benefit distribution. The analysis shows that selective rather than inclusive benefits are produced by indigenous tourism in Sri Lanka. Moreover, intersectional factors such as gender, age, socioeconomic status, location and internal power dynamics strongly mediate who benefits, who holds the leadership, who participate and who accesses tourism activities. Women, the elderly, households with lower incomes, and geographically remote communities often continue to be marginalized, even though some households and individuals benefit from increased visibility and income. As a result, while tourism may benefit some, it may also exacerbate multidimensional poverty in others. This paper contributes to the Indigenous tourism scholarship by clearly connecting poverty outcomes and intersectional intra community dynamics in the Sri Lankan context, focusing on the Vedda community. It goes beyond stereotyped depictions of Indigenous communities and offers a critical viewpoint pertinent to discussions about tourism, development, and policy in the Global South.

Key Words : : Indigenous tourism, intersectionality, intra-community dynamics, poverty, Vedda, Sri Lanka

Journal Title: Journal of Management and Tourism Research

Volume : 7 Issue : 02

Page : 177 – 194

B.E.A. Jayasekara¹, D.M.H.D. Bandara²

^1,2 Department of Science for Technology, Faculty of Technology, University of Sri Jayawardenepura, Sri Lanka

¹ https://orcid.org/0009-0004-7433-5353
² https://orcid.org/0009-0006-3928-6925

In today’s constantly shifting and interconnected global economy, international business operations encounter wide range of risks, including political instability, ambiguity in regulations, financial turmoil and supply chain disruptions. The emergence of advanced digital technologies offers significant opportunities for companies to detect, counteract, and adjust to such risks. However, the current body of knowledge is still dispersed, with limited integration of digital transformation into the discussion of international business risk management. Thus, the study aims to critically examine how digital tools specifically manage risks and uncertainty in international operations, an area that has not received adequate attention in previous research. The methodology used in this paper is systematic literature review using a sample of 60 publications published in the period of 2015–2025 in this context. The findings elaborate the benefits of implementation of such technologies, such as increased foresight, responsiveness, and risk management, and the drawbacks, such as the cost of implementation, quality of data, and cybersecurity, and the preparedness of an organization. Furthermore, based on the findings the study identifies four core domains of digital tools adoption via thematic coding. The study concludes with providing significant insights for business practitioners, policy makers and scholars to promote adaptable, ethically sound and inclusive techniques towards digital risk management. Moreover, the review expands both practical and academic knowledge on how digital innovation is reshaping worldwide risk resilience.

Key Words : : Digital technologies, international business risks, organizational resilience, risk management