Publications
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/12169
Browse
2 results
Search Results
Item Tourism Amid Covid-19 Pandemic in Sri Lanka Way-Forwarding Strategies Through the Porters’ Diamond Model(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Fernando, I. N.Tourism has been emphasized as one of the main sources of foreign exchange for different economies in the world, whereas most of the developing countries recognized hospitality, Travel, and Tourism as an inspiring element for socio-economic prosperity. Within previous decades, tourism satisfaction or “choice for destinations” were gradually transformed towards different segments as a paradigm shift. The nature of tourism provides a pathway on socio-economic development, whereby entrepreneurship and venture creations, renewal of forgotten natural resources with new value addition, and diminishing the poverty line. Within this notion, COVID-19 Pandemic identified as a peripheral economic shock whereas distressing remarkably to the global economies contrarily by restricting human mobilization, entertainments, and events while negatively affecting the global economy. This paper adopts the Diamond model proposed by Porter by linking the vulnerability of the tourism industry in Sri Lanka during 1st-2nd waves of the pandemic. Research objectives were developed to identify the way-forwarding strategies on recovering the Tourism amid the COVID-19 pandemic, study sample had been derived by prioritizing the locked-down of the country by targeting key stakeholders, and data were qualitatively gathered. Within the light of the literature, each of the six facets has been identified as “Themes” and qualitatively discussed. As main findings, “situational forces” were emphasized as the most vibrant economic facet within the model, whereas the following main recommendations were proposed as way-forwarding strategies; (a) Safety, security, and political harmony of the country (b) Subsidies for tourism MSMEs and conducive environment for entrepreneurship. (c) Destination promotions / e-promotion platforms (d) Attracting foreign joint-ventures/ investments, (e) Healthy rivalry among the local firms and collective bargaining, (f) Prioritizing Spiritual, Health and wellness, Rural and Ayurveda tourism, (g) Popularizing Tea related Tourism through brand image of “Ceylon Tea”Item The Impact of Destination Attractiveness on Tourists’ Motivation to Consume Local Foods(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2020) Danthanarayana, C. P.; Ranasinghe, R.Although the food is an important aspect in tourism industry, there are limited studies on motivation to consume local foods in tourist destinations. Thus, this study concerns the destination food brand image towards the local foods and motivation to consume local foods based on different destination attractions. Basically, this has main three objectives; to identify the relationship between destination attractiveness, destination food brand image and motivation to consume local foods; impact of destination attractiveness to motivate the tourists’ local food consumption; and how destination food brand images mediate the destination attractiveness and motivation to local food consumption. Five underlying factors were analyzed under destination attractiveness of local food consumption were labeled: cultural experience; authentic experience; food health; sensory appeal; and physical excitement. Primary data has collected from three hundred tourists from Ella and Nuwara Eliya tourist zones and convenience sampling technique has used to select tourists to collect data. Structured questionnaire has fielded among respondents to collect data and SPSS software has used to analyze the collected data. Descriptive statistics, Karl Pearson’s coefficient of correlation, multiple linear regression analysis and Baron and Kenny model of mediator analysis used to analyze the data. Empirical results revealed that destination attractiveness as well as destination food brand image can significantly enhance tourists’ motivation to consume local foods. It implies that destination food brand image partially mediates the relationship between destination attractiveness and motivation to consume local foods. Based on the outcomes, study makes a theoretical contribution and applications of the model are discussed both in terms of practical and managerial implications.