Research Conference on Business Studies - 2020 http://drr.vau.ac.lk/handle/123456789/1541 2026-04-05T20:14:20Z 2026-04-05T20:14:20Z Shammika, D.L.A.H. Sooriarachchi, N. http://drr.vau.ac.lk/handle/123456789/2622 2025-11-20T11:03:20Z 2020-01-01T00:00:00Z

Potential of enhancing agro-tourism in agrarian land gurubeula matara, Sri Lanka Shammika, D.L.A.H.; Sooriarachchi, N. There are various forms of activities and resources linked with the agricultural sector towards agro-tourism. Since the tourism sector has been emerging as one of the country's key economic contributors, a link between tourism and agriculture would be mutually complementary for both sectors while rendering potential benefits to the rural farming community. Therefore, this study's objective was to explore an existing case of agro tourism with the intention to find out innovative elements of agro tourism, catalyzers, and obstacles that come in the process of agro-tourism development. The case study methodological approach was applied in this research utilizing interviews and mixed-mode methods, combining in-depth, semi-structured interview questions. Over the years, the step by step progression of tourism activities in Gurubeula was an evolutionary process for which the external influences were minimal. Innovations came from within that is interlocked with the existing system well. There is much potential for agro-tourism development at the site and the incorporation should be done with care with the least disturbance to the system. Further case studies regarding agro tourism will expose unique characteristics of individual cases that will enrich the knowledge base for a local model of agro – tourism development.

2020-01-01T00:00:00Z Sumithra, N.K. http://drr.vau.ac.lk/handle/123456789/2621 2025-11-20T11:03:20Z 2020-01-01T00:00:00Z

The relationship between motivation and retention in the homestay business in Ella Sumithra, N.K. The homestay concept creates a unique experience for the guests. It also empowers homestay operators to get additional income and create job opportunities. Ella is a popular destination for homestay tourism in Sri Lanka. This study is conducted to find Socio-cultural, Economic and Environmental Motivations for homestay operators in Ella -Sri Lanka. The researcher used the quantitative method. This study is based on primary and secondary data. Primary data was collected through five point Likert scale questionnaires and 80 homestay operators were selected for questionnaire data collection. The researcher used simple A simple random sampling technique. According to findings, there is a strong positive relationship between Economic Motives and Motivation to retain business and a strong positive relationship between Social Motives and Motivation to retain business. However, there is a weak positive relationship between Environmental Motives and Motivation to retain business. Homestay is a potentially easy solution for the demand for accommodation facilities for tourism. Policymakers can expand the homestay concept into developing small-medium enterprises (SME sector) in the tourism industry in Sri Lanka. As well the government can facilitate to encourage growing numbers of homestay entrepreneurs.

2020-01-01T00:00:00Z Sumithra, N.K. http://drr.vau.ac.lk/handle/123456789/2620 2025-11-20T11:03:22Z 2020-01-01T00:00:00Z

Analyzing the relationship between destination attributes and satisfaction of tourists who visit rathnapura district Sumithra, N.K. Rathnapura is one of the leading districts in Sri Lanka. Also well known as gem city in the country with a lot of well-known attractions and lesser-known attractions available in the area. According to the primary survey, even though there is a high volume of arrivals to significant attractions, other areas are not popular among foreign tourists. Therefore, the study was conducted to identify tourists' demographic profile, determine the relationship between destination attributes and tourist satisfaction, identify the most significant destination attribute, and make recommendations to improve tourists’ satisfaction. For this quantitative research study, 100 foreign tourists who visit the Rathnapura area were selected as samples. The convenience sampling technique is used by the researcher. Both primary and secondary data were collected and analyzed by SPSS version 21. According to the findings, Accessibility, Amenities, and Accommodations create a weak positive relationship with tourist satisfaction. However, Attraction in the Rathnapura area creates strong positive relations with tourists’ satisfaction. It is suggested to develop accessibility with good internal transportation, infrastructure, and other services. The accommodation sector needs to be improved further by providing value for money, service quality, and accommodation facilities development. It is also important for public and private promotional activities to develop Rathnapura as a major tourist destination.

2020-01-01T00:00:00Z Shanmuganathan, K. Abeysekera, N. Gamini, L.P.S. Chandralal, L. http://drr.vau.ac.lk/handle/123456789/2619 2025-11-20T11:03:21Z 2020-01-01T00:00:00Z

Linking social capital and people’s involvement in the tourism context of sri lanka: Special reference to the mirrisa, galle district Shanmuganathan, K.; Abeysekera, N.; Gamini, L.P.S.; Chandralal, L. The study aims to identify the association between Linking Social Capital (LSC) and People's Involvement (PI) in the tourism context. LSC is one of the essential factors that influence PI in tourism activities. While the local people link them with government authority, Non-Government Organizations (NGOs), financial institutions, tourism industries, donor agencies, and experts, they can acquire financial and non-financial assistance to involve in local tourism activities, and they can get the support from the Decision Making and Problem Solving (DMPS) of tourism planning and development. Data were collected from 65 respondents through self-administered questionnaires with a 1-7 Likert scale. The mean values of the independent and dependent variables were calculated and correlation analysis was employed in SPSS to identify the association between LSC and PI. The results revealed that there is a positive association between LSC and PI in the tourism context. Therefore, it can be emphasized that LSC enhances the PI in local tourism activities.

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