Commerce and Management

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    The Potential Impact of AI-Driven Personalization on Tourist Satisfaction and Retention in Sri Lanka
    (Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Pathirana, M. T.; Kelaniyage T. V.
    This study explores the impact of Artificial Intelligence (AI) on enhancing personalized travel experiences in Sri Lanka's tourism sector. Employing a qualitative research approach, data was collected through in-depth interviews with 18 tourists and focus groups with 21 tourism service providers. The study applies the Technology Acceptance Model (TAM), Diffusion of Innovations Theory (DOI), and Service-Dominant Logic (SDL) to analyze perceptions, adoption challenges, and potential benefits of AI technologies. Key findings indicate that while AI tools like chatbots and personalized recommendations can significantly enhance customer service and operational efficiency, their adoption is hindered by technical issues, high costs, and resistance to change. This research was conducted to provide strategic insights that can help stakeholders in the tourism sector make informed decisions about AI adoption. To address these barriers, the study recommends comprehensive training programs, robust technical infrastructure, customization to local contexts, effective communication strategies, and collaboration between stakeholders. The implications suggest that leveraging AI can enhance Sri Lanka's tourism competitiveness and promote sustainable practices. Future research should focus on the long-term impacts of AI-driven tourism on local communities and the role of government support in facilitating AI adoption.
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    ECOTOURISM AS A GUARANTEE OF SUSTAINABLE ECONOMY IN DEVELOPING COUNTRIES: EXAMPLE OF THE REPUBLIC OF ARMENIA
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Iskajyan, S.
    The article discusses the common peculiarities, problems and perspectives of the tourism sector in the countries with developing economy using as a basis the growing socioeconomic significance and the ecological problems connected with it. The problem of relevance of ecological orientation for long-term strategic development in tourism sector has been asserted, the whole fascination of ecotourism has been revealed in terms of the balanced progress of the country’s economy and the provident use of non-renewable natural resources. With the proposed methodology a hierarchical variant of inclusive estimation of the potentials of ecotourism in the process of the foundation and extension of tourism centers is represented. The analyzed problem is more explicit in the countries of developing economy with the limited resource potentials as the Republic of Armenia is regarded. The article examines the peculiarities of development, the tendencies and perspectives of the tourism sector in the Republic of Armenia, the county’s bioclimatic, socioeconomic and historical features. Matching the acquired information, the possibilities of the development of ecotourism have been estimated in correspondence with the proposed methodology and taking into consideration the perspective benefit of all the partners of market relations, the sustainable development of economy, along with the priority of the maintenance of non-renewable resources.
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    IMPACT OF SHARING ECONOMY ON CUSTOMER PURCHASING INTENTION IN THE HOTEL INDUSTRY IN SRI LANKA
    (Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Guruge, M.S.P.; Wijenayake, S.I.
    Tourism industry in Sri Lanka has shown an accelerated growth in the recent past and it is one of the key income generators of the county. It is observed that concept of on demand economy/ sharing economy is becoming very popular in the tourism industry of Sri Lanka. As a result of the phenomenal growth of the sharing economy in the tourism industry, investigating its impacts on travellers and tourist destinations is of paramount importance. Accordingly this study attempts to measure the impact of sharing economy on customer purchasing intention in the hotel industry. Based on a survey targeting foreign tourists from the Southern province, it was identified that economic benefit, sustainability consideration, trustworthiness, local experience & facilitating conditions significantly impact on customer purchasing intention in the hotel industry. The statistical outputs revealed that, out of five main factors, trustworthiness and economic benefits are the most impactful variables on customer purchasing intention. Further the empirical evidence from this study suggests several theoretical and practical implications for the tourism and hospitality businesses and directions for future research.
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    Impact of Sharing Economy on Customer Purchasing Intention in the Hotel Industry in Sri Lanka
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Guruge, M.S.P.; Wijenayake, S.I.
    As a result of the phenomenal growth of the sharing economy in the tourism industry, investigating its impacts on travellers and tourist destinations is of paramount importance. Accordingly this study attempts to measure the impact of sharing economy on customer purchasing intention in the hotel industry. Based on a survey targeting foreign tourists from the Southern province, it was identified that economic benefit, sustainability consideration, trustworthiness, local experience & facilitating conditions significantly impact on customer purchasing intention in the hotel industry. The statistical outputs revealed out of the five main factors, trustworthiness and economic benefits were identified as to be the most impactful variables on customer purchasing intention. Even though the importance of these variables has been different from country to country the situation prevailing within the Sri Lankan context has been identified here. Further the empirical evidence from this study suggests several theoretical and practical implications for the tourism and hospitality businesses and directions for future research.