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

Journal Title: Journal of Management and Tourism Research

Volume : Special Issue on Rural Development – 2025

Page : 1- 17

TANG Lixia¹ ZHANG Zhichao ²

^1,2 China Agricultural University, Beijing, PR China

¹ https://orcid.org/0000-0001-7103-2702

This paper systematically examines the evolution and internal logic of China’s poverty governance, constructing an analytical framework of “Agents-Targets-Tools-Goals.” The research demonstrates that by establishing a pluralistic and coordinated “Large-Scale Poverty Governance” system, China achieved a precise downward shift in its poverty targeting mechanism from regional to individual, a systematic upgrade of policy tools from singular development to comprehensive empowerment and a continuous deepening of goal management from abstract vision to quantifiable assessment. This process reflects an integrated unity of long-term consistency and phased approaches, stability and reform, and doing the best within capacity while acting according to capability. This has resulted in a distinctively Chinese model of poverty governance, offering significant insights for the global effort to reduce poverty. This study illustrates that sustainable poverty reduction is fundamentally rooted in strong political commitment, adaptive policy design, and an effective governance apparatus capable of delivering those policies. This integrated, context-specific approach has not only shaped China’s own achievements but also offers a distinctive model and knowledge base from which other developing countries may draw in designing localised poverty alleviation strategies

Key Words : : Policy instruments, poverty governance model, poverty reduction, poverty targeting

Journal Title: Journal of Management and Tourism Research

Volume : Special Issue on Rural Development – 2025

Page : 19- 36

K.S.I.D. Vilochana¹ L.R.M.A.U.S Bandara ²

¹ Department of Business Management, Faculty of Management Studies, Rajarata University of Sri Lanka
² Department of Commerce and Financial Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka

¹ https://orcid.org/0009-0008-5258-0672
² https://orcid.org/ 0009-0006-0326-7335

Sri Lanka’s tourism industry thrives on its natural beauty and culture, yet average tourist daily expenditure is declining due to limited value-adding experiences. This study examines how introducing nightlife experiences influences guest satisfaction. A quantitative survey design was adopted, using a structured 35-item questionnaire based on the experience economy, measured on a five-point Likert scale. Data were collected via convenience sampling from 384 foreign tourists who visited Sri Lanka in 2023 at key destinations such as Colombo, Kandy, Galle, Sigiriya, and Ella. Entertainment, aesthetic, and escape experiences were specified as independent variables, and guest satisfaction as the dependent variable. Pearson’s correlation and multiple regression analysis were employed to test three hypotheses. All three dimensions of nightlife experience showed a significant positive effect on guest satisfaction, explaining a substantial proportion of its variance. The study is limited by the use of non probability sampling and its focus on short-term visitor responses. The findings suggest that well-designed nightlife products that blend international entertainment with Sri Lankan cultural elements can enhance guest satisfaction and contribute to increasing tourist spending and, ultimately, to the economic development of Sri Lanka.

Key Words : : Economic development, guest satisfaction, nightlife experience, Sri Lankan cultural value

Journal Title: Journal of Management and Tourism Research

Volume : Special Issue on Rural Development – 2025

Page : 37- 57

R. Sivashanker

Faculty of Graduate Studies, University of Kelaniya, Sri Lanka

https://orcid.org/0009-0009-4531-4760

Digitalisation stimulates equitable development of operational efficiency, market exposure, and knowledge dissemination. Perceived green knowledge builds an ecological mindset among the entrepreneurs, and sustainable entrepreneurs imply the green consciousness to build a business framework that makes uniform advancement in balancing profit and the environment. Despite the satisfactory progress in personal and digital competencies, firm level digital adoption of digital solutions at the enterprise level is suboptimal. Perceived eco knowledge, fundamental sustainability values, and successful integration of digital solutions would endorse eco-friendly commercial achievements. The study aims to examine the impact of digital transformation, sustainable entrepreneurship, and green knowledge in strengthening a resilient economic framework for Sri Lanka. This quantitative-based study follows a convenience sampling technique in examining 300 entrepreneurs. Findings reveal the influence of an array of components of digital transformation, sustainable entrepreneurship, and perceived green knowledge, positively rendering sustainable economic values in Sri Lanka. The positive linear relationship in the green perception of entrepreneurs is driven by self-assessed environmental awareness, product and technical competence, and green market literacy. The application of Artificial Intelligence and Internet of Things is constructing an effective digital transformation where circular economic practices, acceptance of eco-friendly practices, and green promotion are producing substantial results on a sustainable-resilient economy in the Sri Lankan context. More attention on digital education, strategic efforts on sustainable value addition on goods and services, sustainable development initiatives, and mechanisms would help to Sri Lankan economy to grow in green

Key Words : : Circular economic practices, digital transformation, green knowledge, resilient economy, sustainable entrepreneurship

Journal Title: Journal of Management and Tourism Research

Volume : Special Issue on Rural Development – 2025

Page : 59 – 83

E.A. Ekanayake

Ministry of Trade, Sri Lanka

https://orcid.org/0009-0000-4473-8531

This study investigates the determinants influencing tourists’ selection of homestays in Nilaveli, Trincomalee, addressing a significant gap in Sri Lankan tourism literature, which has largely examined host perspectives rather than traveller decision factors. The research specifically aims to assess how perceived security, facilities, tariffs, and location affect tourists’ choice of homestays. A quantitative, cross-sectional survey was conducted with 200 tourists who had stayed in Nilaveli homestays, using a structured, self-administered questionnaire rated on a five-point Likert scale. A purposive sampling method was adopted, and data reliability and validity were confirmed through Cronbach’s alpha (≥0.7), KMO/Bartlett’s tests (KMO ≥0.7; p<0.01), Average Variance Extracted (>0.50), and discriminant validity checks. Hypotheses were tested using Pearson correlations and multiple regression analyses in SPSS. Results revealed that all determinants significantly correlated with homestay choice – homestay security (r=0.729), homestay facilities (r=0.694), homestay tariffs (r=0.663), and homestay location (r=0.722), all at p

Key Words : : Accommodation choice, community-based tourism, homestay tourism, location attributes, perceived safety, service quality

Journal Title: Journal of Management and Tourism Research

Volume : Special Issue on Rural Development – 2025

Page : 85 – 102

G.G.T.Y. Gunathilake¹, S.P. Dodantenna ², K.P.D.S. Kandangamuwa ³, R.H. Banduge ⁴

¹ Department of Management, NSBM Green University, Sri Lanka
^2,4 Department of Marketing and Tourism, NSBM Green University, Sri Lanka
³ Department of Health Sciences, NSBM Green University, Sri Lanka

¹ https://orcid.org/0000-0002-4349-5838
² https://orcid.org/0009-0008-1492-9482
³ https://orcid.org/0000-0002-8084-2472
⁴ https://orcid.org/0009-0003-9034-8384

Spiritual Tourism (ST) is one of the fastest-growing niches in global tourism, embracing pilgrimage, wellness, heritage, and transformational travel. It is predominantly rural in character, linking sacred landscapes, monastic retreats, and pilgrimage trails with peripheral communities. Sri Lanka has a comparative advantage with sacred sites like Sri Pāda, Anuradhapura, Polonnaruwa, Kandy, Kataragama, Madhu, and meditation centres in abundance. Moreover, despite this richness, ST generates under USD 50 million annually and accounts for under 0.5% of international arrivals, and local pilgrim flows remain poorly inserted into rural value chains. This article evaluates the potential of ST for rural development in Sri Lanka through a comparative and indicator-based approach. Drawing on secondary data, the article compares Sri Lanka with four similar cases: Spain’s Camino de Santiago, India’s Uttarakhand circuits, Japan’s Shikoku pilgrimage, and Romania’s Moldavia monasteries. These show how rural economies are benefited by MSME (Micro-Small-and-Medium Enterprises), engagement, infrastructural development, and custodianship of culture. Prolific hotspots such as Saudi Arabia, Italy, and Israel are not regarded due to their negligible rural spillovers. Scenario modelling recommends that Sri Lanka could increase ST receipts from under USD 50 million to 218–571 million annually by prioritising enhanced branding, circuit development, credentialing systems, rural infrastructure upgrades, and MSME integration, while institutionalising stewardship frameworks. Outcomes position ST as an unrealised rural regeneration, social cohesion, and heritage conservation. The study contributes by placing ST at the intersection of economic, psychosocial, and cultural effects, and by mapping pathways for Sri Lanka to become a regional centre for transformative travel.

Key Words : : MSMEs, pilgrimage, rural development, spiritual tourism, Sri Lanka

Journal Title: Journal of Management and Tourism Research

Volume : 6 Issue : 02

Page : 1- 12

K.V.A. Shantha

Department of Accounting and Finance, Faculty of Management Studies, The Open University of Sri Lanka, Nawala, Nugegoda, Sri Lanka.
.

https://orcid.org/0000-0001-8773-1225

In response to global sustainability challenges, hotels, as the most resource-intensive businesses in the hospitality industry, face constant pressure to adopt environmentally sustainable practices. Consequently, researchers are increasingly interested in identifying the factors that influence the adoption of these practices. However, existing studies have typically examined these factors in isolation without capturing the complexity of their interactions, which limits a comprehensive understanding of this phenomenon. Hence, based on the insights from Diffusion of Innovation Theory, this study aims to address this gap by providing a comprehensive analysis of these factors with their interconnected effects within a moderated mediation conceptual model. Data were collected from 226 managers of 3- to 5-star-rated hotels and analyzed using the PROCESS procedure for SPSS. Extending the existing literature on environmentally sustainable practices in hotels, the study’s results show that employee engagement partially mediates the effect of perceived usefulness of adopting environmentally sustainable practices on hotel performance. This partial mediation suggests that the potential positive effect of environmentally sustainable practices on hotel performance is facilitated by the presence of employee engagement towards such practices. Further, the study supports the role of stakeholder demand in amplifying the potential benefits of these practices. Specifically, increased stakeholder demand can inflate the positive effect of the perceived usefulness of sustainable practices on employee engagement towards them. Accordingly, the study concludes that the successful adoption of environmentally sustainable practices and their impact on hotel performance are influenced by the interconnected effects of perceived usefulness, stakeholder demand, and employee engagement. These findings offer valuable insights for hotel owners and managers, and policymakers to improve the adoption of sustainable practices and thereby contribute to achieving Sustainable Development Goals.

Key Words : : Employee engagement, environmentally sustainable practices, hotel performance, moderated mediation model, perceived usefulness, stakeholder demand

Journal Title: Journal of Management and Tourism Research

Volume : 6 Issue : 02

Page : 13- 25

W.W.D.P. Fernando ¹, P. Lankeshwara ²

^1,2 Faculty of Management, Social Sciences and Humanities, General Sir John Kotelawala Defence University, Sri Lanka.

¹ https://orcid.org/0000-0002-4276-6122
² https://orcid.org/0000-0003-2221-2314

Online learning started to gain popularity across the world along with the outbreak of COVID-19 pandemic. Therefore, the objective of this study is to determine the variables that influence the acceptance of online education among postgraduate students. The study is based on the Technology Acceptance Model (TAM), which investigates the influence of variables such as perceived usefulness, perceived ease of use, social influence, and perceived quality of work on students’ behavioral intentions towards online learning. A sample of 133 postgraduate students from a university in Sri Lanka was surveyed using a structured questionnaire. 62 respondents are following a degree program of Master of Science in Management (MSc) while 71 respondents are following a degree program of Master in Business Administration (MBA) and as a percentage, 46.6% is MSc and 53.1% is MBA. The collected data was then analyzed using statistical methods such as Pearson’s chi-square test and binary logistic regression. The results indicate that the acceptance of online learning is significantly influenced by perceived usefulness, perceived ease of use, social influence, and perceived quality of work. The binary logistic regression model had an overall predictive accuracy of 82.7%, suggesting that these characteristics combined account for a substantial proportion of the variability in students’ behavioral intentions to accept online learning. The study asserts that improving the ease of use, fostering peer support, and assuring cost-effectiveness are essential factors for enhancing the popularity of online learning among postgraduate students. The findings have significant importance for educational institutions aiming to enhance the utilization of online learning platforms, especially in light of continuous technological progress and evolving educational environments.

Keywords: : Education technology, student engagement, teaching and learning environment

Journal Title: Journal of Management and Tourism Research

Volume : 6 Issue : 02

Page : 27- 44

N.G. Alli

Department of Insurance, Federal Polytechnic Offa, Nigeria

https://orcid.org/0000-0002-8311-9634

The adoption of genetically modified organisms (GMOs) in agriculture has been a subject of intense debate and varying acceptance levels globally. While GMOs offer substantial benefits such as enhanced crop yields, pest resistance, and improved nutritional content, their adoption in Nigeria remains limited and contentious. This limited adoption is particularly concerning given Nigeria’s significant agricultural sector, which employs about 70% of the workforce and is a critical component of the national economy. This study assessed the risk perception of genetically modified (GM) crops among Nigerian farmers and its implications for agricultural insurance policies. A survey design was employed, with a purposive sample of 376 farmers. The research examined socio-economic factors influencing risk perceptions, the impact of these perceptions on GM crop adoption, and the relationship between risk perception and willingness to purchase crop insurance. Results indicated that education level (t = 3.45, p < .001), access to information (t = 4.12, p < .001), cultural beliefs (t = 2.76, p < .01), and trust in regulatory bodies (t = 3.89, p < .001) significantly influenced farmers’ risk perceptions. These perceptions negatively impacted GM crop adoption (t = -2.95, p < .01). A significant relationship was found between risk perception and willingness to purchase crop insurance (r = .591, p < .001). Existing agricultural insurance policies were found inadequate in addressing GM crop-specific concerns (t = -3.15, p < .002). The study revealed challenges in implementing the regulatory framework for GM crops, contributing to public scepticism and slow adoption rates. Recommendations include developing comprehensive educational programs, tailoring insurance products to GM crop risks, enhancing regulatory enforcement, and increasing public engagement.

Keywords: Agricultural insurance, farmer adoption, genetically modified crops, Nigeria, risk perception

Journal Title: Journal of Management and Tourism Research

Volume : 6 Issue : 02

Page : 45 – 67

G.P.K. Nishadi

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

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

Adolescent consumers are generally more interested in consuming junk food than they are in eating homemade meals. Researchers with prior experience in the field assert that socializing agents shape adolescents’ nutritional knowledge, preferences, and purchase decisions. It was also found that there are variations in fast food intake according to family structure. In light of these circumstances and the dearth of previous studies in the field, the aim of the study was to examine the impact of socialization agents on the vulnerability of adolescent consumers with the moderating effect of family structure. Using a stratified random sample technique, 910 adolescents enrolled in government schools in Sri Lanka were asked to complete a 69-item self-administered questionnaire, which served as the major data collection tool. The findings confirmed the first five hypotheses, demonstrating that the five socialization agents—Parents, Peers, TV advertising, the Internet, and Retailers—had a positive effect on the vulnerability of adolescent consumers in Sri Lanka’s franchised fast-food sector. Furthermore, it was shown that family structure significantly moderates the effect of parental influence on adolescent consumer vulnerability in franchised fast-food industry in Sri Lanka. In conclusion, the current research offers significant perspectives for scholars and practitioners that aim to investigate teenage consumers’ purchasing habits.

Keywords: Adolescent consumer vulnerability, family structure, fast-food industry, socialization agents

Journal Title: Journal of Management and Tourism Research

Volume : 6 Issue : 02

Page : 69 – 87

P.K.U. Perera¹ , J.P.R.C. Ranasinghe²

^1,2Department of Tourism Studies, Faculty of Management, Uva Wellassa University of Sri Lanka

¹ https://orcid.org/0009-0002-2715-0036

² https://orcid.org/0000-0003-0506-9667

Following nearly three decades of civil war, Jaffna, Sri Lanka, has faced numerous socio-economic and psychological challenges, highlighting the requirement of effective reconciliation and rebuilding strategies. This study explores the role of community-based tourism (CBT) in promoting reconciliation in the post-conflict region of Jaffna, Sri Lanka. The primary objective is to understand how CBT can contribute to these processes by enhancing economic development, social cohesion, and cultural preservation. A qualitative research design with a phenomenological approach was used to capture the experiences of 20 participants, including community members, tourists, and tourism operators. Data were collected through in-depth interviews and participant observation, providing detailed insights into the impact of CBT initiatives. The collected data were analyzed using the thematic analysis. The findings showed that CBT significantly improves economic stability through job creation and local business growth, enhancing residents’ quality of life. Socially, CBT fosters community cohesion, social integration, and individual empowerment through capacity building and participatory governance. Culturally, it aids in preserving and revitalizing traditional practices and heritage. Additionally, CBT plays a crucial role in reconciliation by facilitating dialogue, building trust, and promoting intercultural understanding among diverse ethnic groups. However, challenges such as infrastructure deficiencies, community resistance, and inconsistent government support must be addressed for sustainable development. This study highlights the essential role of CBT in post-conflict recovery and provides practical recommendations for policymakers, tourism practitioners, and community leaders to leverage CBT for sustainable peace and development in Jaffna.

Keywords: Community-based tourism, Jaffna, peacebuilding, post-conflict, reconciliation, social cohesion

Journal Title: Journal of Management and Tourism Research

Volume : 6 Issue : 02

Page : 89 – 110

F.M. Fairoz¹ , G.T.W. Sriyani²

^1,2Department of Management and Entrepreneurship, University of Ruhuna, Sri Lanka

¹ https://orcid.org/0009-0009-2119-1735

² https://orcid.org/0000-0002-3870-1561

Waste is known as a valuable resource and proper waste management would help to identify new business opportunities in the environmental sector. Circular entrepreneurship plays an important role to create innovative business models from waste to reduce negative environmental impact. In this setting, present study aims to uncover circular business models in Sri Lanka emphasizing its drivers, challenges, and contribution to sustainability. The study employed qualitative research approach by conducting in-depth interviews with 6 circular entrepreneurs. The findings of the study reveal that addressing environmental issue, passion, knowledge and experience, creativity, networking, research & development, and learning drive them to create circular business models. Further, they are facing several challenges particularly lack of access to finance, inadequate support from the government, finding market, lack of knowledge and negative attitudes among the community, and lack of technology. This study provides insights to the practitioners and policy-makers in Sri Lanka to facilitate circular entrepreneurs to successfully develop circular business models that impact the triple bottom line and achieve sustainable development goals. The study expands the knowledge of circular business model innovation specifically in developing countries. The study conveys unique results in relation to circular business model innovation in Sri Lanka and practical implications for the stakeholders to develop this sector.

Keywords: Challenges, circular business model innovations, circular entrepreneurship, drivers, sustainability

Journal Title : Journal of Technology and Value Addition

Volume : 4 Issue : 2

Page  : 01– 17

Correspondence :   : chamodidilhara1998@gmail.com

Journal Title : Journal of Technology and Value Addition

Volume : 4 Issue : 2

Page  : 18– 30

Correspondence :   csdes@ou.ac.lk