R.S.S.W Arachchi | Sabaragamuwa University of Sri Lanka (original) (raw)

Books by R.S.S.W Arachchi

Current Issues in Sustainability , 2024

Tourism is one of the key economic activities in the world. Sri Lanka is a country that relies de... more Tourism is one of the key economic activities in the world. Sri Lanka is a country that relies deeply on tourism income. Hence, identifying new horizons to develop the tourism sector is vital. Since Wellness Tourism is a trending concept in world tourism, this study aimed at Ayurveda-based
Wellness Tourism and ways to uplift the existing outfit. To achieve objectives, the researcher conducted nineteen in-depth interviews with industry professionals to collect qualitative data inputs. Results showed that the actions of three main stakeholders impact Sri Lankan AWT; tourism-related authorities, Ayurveda-related authorities, and service providers. Tourism-related authorities identified the importance of AWT to some extent but, can contribute more to the sector. The actions of Ayurveda-related authorities are insufficient or bottleneck the industry's sustainable development. The quality of the services is proportionate to
the scale of the service provider. Further, authorities' bureaucracy prevents AWT's expansion through medium or small-scale service providers. The results suggest that Sri Lankan AWT requires three-plied corrective actions. In that, setting up a national-level policy, strong marketing policy, actions to change the mindset of people, reforms in the Ayurveda education system, and branding are the long-term actions whilst development of infrastructure, value addition of AWT, streamlining of government institutions, and implement feedback system are
mid-term actions. Immediate actions for therapist shortage, removal of parasites in the industry, and energizing of existing regulatory/ standardization mechanisms are considered immediate
actions.

Strategic Tourism Planning for Communities: Restructuring and Rebranding, 2024

Riverston, Sri Lanka, is famous for its natural and cultural significance. The tourism industry i... more Riverston, Sri Lanka, is famous for its natural and cultural significance. The tourism industry is emerging there and expanding with more community engagement. Riverston being a community-based tourism site, this study aimed at discovering the perception of the Riverston community on tourism development further focusing on the market opportunities, challenges, and strategies for the way forward. Data were collected from the Riverston area community who engage in tourism through in-depth interviews with semi-structured questions, and the sample was selected based on the purposive sampling technique. Data were analyzed through content analysis. The findings disclosed that challenging the authentic culture, traditional livelihood shifting toward tourism, lack of awareness and knowledge of the tourism industry among the community, the impact of legal restrictions on the community, and lack of education are the sociocultural challenges for the community on tourism development. The Riverston area is getting developed in terms of infrastructure with tourism development, and that benefits the living conditions of the community. Further, results indicated forest conversation policies had impacted the community's living in high magnitude. It persuades people to move away from agriculture to the tourism sector. In addition, the timely need for a well-planned sustainable tourism approach and awareness from ground-level tourism practitioners was underscored by the data set.

Strategic Tourism Planning for Communities: Restructuring and Rebranding, 2024

Tourism is one of the key economic activities in the world. Sri Lanka is a country that deeply re... more Tourism is one of the key economic activities in the world. Sri Lanka is a country that deeply relies on income from tourism. Hence, identifying new horizons to develop the tourism sector is vital. Since wellness tourism is a trending concept in world tourism, this chapter aimed at Ayurveda-based wellness tourism and ways to uplift the existing outfit through lessons from other Asian counterparts. The researcher conducted 19 in-depth interviews with industry professionals to collect qualitative data inputs to understand the real scenario in Ayurveda wellness service providers. Results showed that Sri Lankan Ayurveda wellness tourism (AWT) is impacted by the actions of three main stakeholders, tourism-related authorities, Ayurveda-related authorities, and service providers. Tourism and Ayurveda-related authorities identified the importance of AWT to some extent, but actions are insufficient or rather bottleneck the sustainable development in the industry. Further, the bureaucracy of authorities prevents the expansion of AWT through medium-or small-scale service providers. The results suggest that Sri Lankan AWT requires long-, mid-, and short-term-based corrective actions.

Felicitation Volume: Mr. H.G.Piyasiri, 2023

Sustainable tourism emerged to mitigate the negative impacts of tourism development, ensuring eq... more Sustainable tourism emerged to mitigate the negative impacts of tourism development, ensuring equal benefits meet everyone engaged in tourism, whereas luxury tourism is built on addressing unique, more comfortable, and personalized experiences pursued by high-end travellers. This study aimed to examine the managerial perception of sustainable tourism practices in luxury hotels and how they have compromised luxury and sustainability in their hotels. This study was conducted through a qualitative approach. Out of 37 hotels certified by National Sustainability Tourism in Sri Lanka, 9 were selected through a purposive sampling technique. Data were collected by conducting in-depth interviews comprised of semi-structured questions with the property naturalists and engineers coupled with an observation checklist. Data was analyzed employing thematic and content analysis. Results indicate that luxury hotels have been switching to sustainable tourism recognizing the sustainable tourism trend, increasing guests' awareness and purchasing behaviour towards sustainable products, cost-effectiveness, and green marketing as perceived by managerial level staff. Sustainability policy documents, sustainability officers, Environment conservation & Tourist information centres, and CSR projects are among the key actions executed by luxury hoteliers in different magnitudes. Results further demonstrate current sustainability practices of luxury hotels under themes; Environmental, Economic, and Socio-cultural. Findings amalgamate that luxury hotels have focused on managing air quality, waste, water, environment & biodiversity conservation for enhancing guest satisfaction, chemical pollution control, and zero plastic mission. For economic sustainability, they try to ensure cost effectiveness through energy conservation and enhancing self-sufficiency, benefit the community and hotel employees, and guest satisfaction for long-term customer relationships management. The analysis evokes that there is great potential to develop sustainable luxury tourism in the Sri Lankan hotel sector. More government support, a well-developed sustainability grading system for hotels, more actions for coastal & marine conservation, more renewable energy sources, a green tax for tourists, a sustainable tourism fund, and introducing and increasing awareness of sustainable tourism products are recommended to further sustainable hospitality and tourism management in Sri Lanka.

Event Tourism and Sustainable Community Development -Advances, Effects, and Implications, 2023

Sustainable event management continues to grow in popularity in recent years in the world, and it... more Sustainable event management continues to grow in popularity in recent years in the world, and it is not yet common practice in the Sri Lankan context. Hence, the study examines the antecedents and challenges of sustainable event management practices in Sri Lanka. Primary data was collected through structured interviews from 15 event managers who have membership of the Sri Lanka Association of Professional Conference, Exhibition, and Event Organisers using the purposive sampling technique. In addition, the Qualitative data analytical method was employed, and the collected data were transcribed and analyzed by using content analysis. The findings of the study reveal that economic influence, social and political influence, and psychological factors influenced to move sustainable practices and cost, limited infrastructure facilities, lack of government support, and customers' mentality were the challenges of implementing sustainable event management practices in Sri Lanka. Further, implications and recommendations are discussed based on the generated codes and categories.

Routledge Handbook of Tea Tourism, 2022

Tea and tourism are sub-products of the colonial period, yet they contribute to the economy of po... more Tea and tourism are sub-products of the colonial period, yet they contribute to the economy of postcolonial Sri Lanka. Tea added to the ethnic vibrancy of the Sri Lankan population because British rulers had to bring south Indians into work in their lush tea plantations. Those Indian Tamils settled in line rooms attached to the tea estates with their unique culture brought from India, still often missing from the gaze of tourists who visit Nuwara-Eliya, where most Indian Tamils are settled. This chapter focuses on identifying such cultural experiences, especially in terms of the line rooms, in a framed interpretation of authenticity. Meena Amma’s Line Room experience in the lower Ambewela division and Kandapola Village House in Hethersette Estate are identified as the only such heritage tea tourism products available in Nuwara-Eliya. Both products offer the line room and its cultural experiences in a way that demarcates a staged authenticity that is also subjective to the visitor segment. However, confinement of those communities to be further trapped in their original lifestyles for the sake of authenticity is problematic in a situation where tourism brings development benefits. It also questions the ability to sustain pure authenticity and sustainability together at the same time. Suppose the whole community is ready for social and cultural change; in that case, this should be granted despite those tourists who quest for authenticity because another segment may be attracted to the new paradigm shift while allowing these communities to live a better life

Routledge Handbook of Tea Tourism, 2022

Tea has its own history, tradition and culture, and this can attract tourists and strengthen thei... more Tea has its own history, tradition and culture, and this can attract tourists and strengthen their motivation and pleasure through their involvement in tea tourism. Many tea-growing countries are participating in tea tourism as a niche market that generates revenue in bulk tea and value-added tea, as well as information about growing methods and consumption. With the resurgence of tea and the increased appreciation of tea culture, this drink has now become a modern must-have experience within the global hospitality industry. However, there is a limited body of literature devoted to the role of tea culture in the hospitality industry. This study narrows the focus to how Sri Lankan commercial hospitality takes tea culture to the next level, mainly focusing on the hotels located in the main tea-growing district in Sri Lanka, Nuwara Eliya. The researchers applied a purely qualitative approach using the data collection techniques of semi-structured interviews and observation. The results emphasize the tea-related culinary and non-culinary experiences that the hospitality industry is currently promoting to bring tea to those visitors of the highest caliber. In conclusion, the research details the almost untouched potential for hoteliers to activate a Ceylon tea culture within Nuwara Eliya. Bringing its authentic tea culture to a wide spectrum of hospitality culinary and non-culinary events is vital for hoteliers in their quest to generate diverse streams of income, and this will indirectly contribute to the strengthening of the integration between tea, hospitality, and community and will encourage communal ways of life

COVID-19 and the Tourism Industry Sustainability, Resilience and New Directions, 2022

The impact of the COVID-19 global pandemic on the tourism industry caused the complete closure of... more The impact of the COVID-19 global pandemic on the tourism industry caused the complete closure of tourism operations in Sri Lanka and the global context. Even though the tourism supply chains come to normal operations again, demand-side recovery will take more time, given the interlinked consequences of the economic and health crises and the progressive lifting of travel restrictions. Therefore, the negative results of the COVID-19 epidemic on the tourism industry may be more severe than expected level. The main objectives of this chapter are to identify the impact of the COVID-19 pandemic on the tourism industry in the world and to identify the sustainability issues faced by the tourism operators in Sri Lanka. Second, the study addresses the resilience strategies required by the industry to sustain their business during and after the post-pandemic situation. The findings revealed that almost all the tourism operations are temporarily and permanently closed down and moving towards other businesses. The government is eagerly waiting for the financial motives to reopen the airport and bring tourists back to the country. The industry is trying to function its operations with the domestic and foreign markets, especially the hoteliers. The country is facing a severe financial crisis, and they think of tourism as the panacea for all ill. The tourism and hospitality sectors face the challenges of regaining the business position and sustainability, engaging with employees and stakeholders, building a proper tourism resilience plan, and transforming tourism and hospitality spaces to suit the COVID-19 lifestyle

Technology Application in Tourism Fairs, Festivals and Events in Asia, 2022

Abstract The event industry is rapidly developing and contributes to business and leisure related... more Abstract
The event industry is rapidly developing and contributes to business and leisure related tourism in the global context. The environment has got considerably more complex due to growing regulation and government and corporate engagement in events, and many event organizations have implemented information technology. Hence, the central focus of the study was to identify the challenges of the adaptation of information technology in Sri Lankan event tourism. The purposive sample methodology was used to collect primary data from 15 event managers who are members of the Sri Lanka Association of Professional Conference, Exhibition, and Event Organizers. In addition, qualitative data analytical method was employed, and the collected data were transcribed and analyzed by using content analysis. The study's findings reveal that the Sri Lankan event industry was not adequately used information technology. The cost, resistance to change, tech-savvy employees, lack of government support, and security issues resulted from adopting information technology in the Sri Lankan event industry and further maximizing the awareness of attendees and organizers, investing in the latest event technologies, increasing government involvement in policy framework, and creating a private-public partnership for long-term opportunities and improving the Sri Lankan event industry quality.

Keywords: information technology, challenges, event, tourism, Sri Lanka

Technology Application in Tourism in Asia, 2022

Technology and travel joint force reinvent the travel cycle in the twenty-first century. Modern t... more Technology and travel joint force reinvent the travel cycle in the twenty-first century. Modern travellers demand immediate assistance, seamless experience and personalised content and services than ever before. Internet, Mobile Technology, Cloud Computing, Artificial Intelligence (AI), Robotics, Augmented Reality (AR), Virtual Reality (VR), Internet of Things (IoT), and Big Data give travellers an unbridled sense of freedom, convenience with the instant access to any information. Further, it personalises the vacation and provides instant booking and social sharing on digital spaces. This study focusses on how Sri Lanka, as a tourism destination, adapt the technological trends into its supply system. This study focused on four major operators in the tourism industry; hoteliers, restauranteurs, airlines and tour operators. The data were collected based on semi-structured interviews and observations. The study's results and discussion highlight the prevailing technological kick-ups within leading hoteliers, restaurants, airlines, and tour operators in Sri Lanka. Digital transformation and technology adaption across the accommodation sector identified virtual tours, augmented reality content, mobile check-in, self-check-in kiosks, digital concierge, cloud-based Property Management Systems (PMS), smart rooms. Restaurants in Sri Lanka are investing in digital enhancements that appeals to all of the senses of hyper-connected mentality via robot waiters, online food ordering and delivery apps, digital menus with customising options, self-service mobile apps. Sri Lankan Airline as the only airline operator in the country, is reshaping the flying experience expanding mobile commerce via Sri Lankan Airlines App, e-wallets, security technologies, including robot inspection dog, self-service check-in kiosks, VR entertainment on flights, and in-flight Wi-Fi. Travel agencies adapt technology to streamline their operations, boost operational performances, personalise online tour planning, and multiple digital marketing facets to attract tech-savvy travellers.

Keywords: Digital Tourists, Revolutionized Tourism, Smart Tourism, Sri Lanka

Future of Tourism in Asia, 2021

The main focus of this research is to find out the reasons for less eco tourists arrivals to Sri ... more The main focus of this research is to find out the reasons for less eco tourists arrivals to Sri Lanka • This study investigates whether service quality practices of eco resorts are affecting to the satisfaction and behavioral intention of tourists. • This research findings shows the major service quality issues in the eco resorts, it will be beneficial for eco resorts operators to think about managerial implications on this matter. Further, it discusses the changes of service quality practices that can be materialized in future due to the pandemics like COVID 19.

Future of Tourism in Asia, 2021

Highlights • The main focus of this research is to find out the real practices of eco-tourism con... more Highlights • The main focus of this research is to find out the real practices of eco-tourism concept in eco resorts • This study investigates whether tourists become victims of "green washing instead of genuine eco-tourism practices. • Further, this article shows the impact of green washing on revisit intention of eco tourists • This research findings shows the major issues in the eco resorts, it will be beneficial for eco resorts operators to think about the real implications on the ecotourism concept. Further, it discusses recommendations for future eco-tourism approaches.

Wayamba Journal of Management, 2014

Tourism plays a major role in Sri Lankan economy. It accounts for Rs. 42,519.3 million of foreign... more Tourism plays a major role in Sri Lankan economy. It accounts for Rs. 42,519.3 million of foreign exchange earnings in 2007 (Annual Statistical Report-SLTB 2007). Eco tourism is one of the alternative tourism concept which involves environmentally responsible travel and visitation to relatively undisturbed natural areas, in order to enjoy and appreciate nature (and any accompanying cultural
features - both past and present) that promotes conservation, has low negative visitor impact, and provides for beneficially active socio-economic involvement of local populations” (Lascurian, 2005). Mid-term strategic plan for Sri Lanka tourism (2002-2004) states that Sri Lanka had 1% percent of eco tourists. It is in a very low level comparing to other destinations. Based on these literature and preliminary findings, researcher identified there is an issue of practicing the concept of genuine eco-tourism and meeting the customer expectations. In the analysis, researcher found that Sri Lankan eco resort hoteliers perceive the meaning of eco resorts in various ways. They are more towards nature based tourism, wild life tourism and environment conservation tourism. Therefore, they were unable to target eco-tourism market and attract eco tourist. Because the hoteliers‟ practice of the eco concept differs from international practices and standards, they could not meet the expectations of eco tourists. Even though the eco resort hoteliers‟ main market is eco tourist market, they cater and address to other type of tourists. As a result, customer orientation concept has been dishonoured for eco tourists. After analyzing the issue, finally, researcher has pointed out some ways that the Sri Lankan eco-tourism market can eliminate the adverse practices of it and managerial implications for the mangers and marketers of the eco resorts on the concept of eco resort

Journal of Tourism and Hospitality Management,, 2015

Ecotourism is potentially the best growing segment in the international market. Many hoteliers in... more Ecotourism is potentially the best growing segment in the international market. Many hoteliers in Sri Lanka promote the sustainable use of this concept as a new market-oriented concept. However, arrivals of eco tourists to Sri Lanka have been less than 1% over the last decade. A comprehensive case study research approach was used to conduct this research. Interpretive paradigm and the social constructionists’ philosophical stand of the researchers provided the opportunity to explore or describe a phenomenon in context using a variety of data sources. In the sample, managerial level staffs were selected to conduct in-depth interviews to explore the meaning of the term “eco resort”. Analysis of in-depth interviews and observations showed that the practice of the eco resort concept has been misused by the hoteliers in Sri Lanka. They have been unable to classify the eco tourists and identify the market and customer segment clearly.

International Journal of Research in Management Science and Technology, 2018

The number of visitors selecting to visit the many national parks spreaded around Sri Lanka is co... more The number of visitors selecting to visit the many national parks spreaded around Sri Lanka is constantly booming after establishing the peace in 2009. The Yala is the mostly visiting National park in Sri Lanka. There has only been a lesser number of research undertakings into the measure visitor satisfaction at National parks in Sri Lanka. With this in mind, the researcher set out to investigate and identify the visitor satisfaction at different attributes of the local National park and inspect their intention to revisit. Mix method was employed for the study and both Questionnaires survey and Interviews utilized for data gathering. The five variables used in the study were measured by distributing Questionnaire on their visit to Yala National Park. The set of questions were used to measure the level of visitor satisfaction at Yala National park & measured the intention of revisit. The variables developed were based on the items traditionally used in tourism research studies on park attributes such as park information, park personal, park maintenance, park facilities and park experience. The results of the study shows that visitors are satisfied with the Park Personnel, Park maintenance and Park experience while desperate at Park Information and Park facilities. However the study found some must improve sectors of the Yala National park such as Park personnel and Park facilities to further strengthen the bond of visitors at Yala Park.

Rebuilding Tourism and Hospitality Sectors COVID-19 Crisis, Policy Solutions and the Way Forward, 2020

The COVID-19 pandemic has created a major crisis in world tourism. The pandemic has created a hug... more The COVID-19 pandemic has created a major crisis in world tourism. The pandemic has created a huge impact of the livelihood of the global citizens including Sri Lanka. The pandemic has destroyed the Sri Lankan economy with the complete closure of almost all the economic activities. Tourism is one of the major industries affected badly by this pandemic. While Sri Lankan tourism industry is recovering from the Easter Sunday attack in 2019, COVID 19 outbreak emerged in 2020 and shutdown the industry completely. Main objectives of this review are, first, to identify the impact of COVID 19 pandemic on the tourism industry in Sri Lanka and second, to identify the challenges to rebuild the tourism industry in Sri Lanka.
The study was carried out using different methods, first, a secondary data analysis was done to identify the impact COVID 19 pandemic on tourism industry using different data sources. Then, the semi structured interviews were carried out with the officers of the Sri Lanka Tourism Development Authority and experts in the professional associations and industry. The findings revealed that the industry is badly affected with the zero level tourist arrivals, decline of foreign exchange earnings, increase of unemployment, financial crisis in the industry, loss of source markets. In this critical situation, industry is expecting active mediation of government to facilitate them with favorable concessions, relief packages, reduction of tax burden, favorable policies to rebuild the industry, Tourism Resilience Plan (TRP). However, it will not be easy in short run in the pandemic affected economies and societies. Therefore, it needs to face the challenges of rebuilding the sector.
Keywords: COVID 19 Pandemic, Tourism Industry, Crisis and Challenges, Sri Lanka

Papers by R.S.S.W Arachchi

Kelaniya Journal of Human Resource Management, 2024

The topic of Work-Life Balance (WLB) is highly significant in today's fiercely competitive world,... more The topic of Work-Life Balance (WLB) is highly significant in today's fiercely competitive world, and it is a challenge that is critical to be balanced. The principal aim of this research endeavor is to discern and delineate the multifaceted challenges intrinsic to the delicate equilibrium of work and personal life that confront married female nurses employed in government hospitals across Sri Lanka. Accordingly, the problem statement guiding this scholarly investigation is oriented toward the identification and comprehensive analysis of the obstacles and impediments intertwined with harmonizing the demands of their professional nursing responsibilities with their personal lives, emphasizing the distinctive context of the Sri Lankan government hospital setting. To achieve this, the researchers conducted a mixed study design that involved the collection of primary data through questionnaires and interviews. Convenience sampling was used to gather quantitative data and the Purposive sampling technique was used to select the sample for qualitative data. The sample size was 384 for the quantitative data and the sample for the qualitative study was determined by the saturation level of 12 married female employees. The findings of the study revealed that the major challenges of WLB faced by married female nurses are time management, work stress, multitasking, and personal issues. Key recommendations of this study are implementing supportive legislation and initiatives to aid nurses in work-life balance, providing support systems, flexibility, and family-friendly policies, promoting balance strategies, continuing research for tailored solutions, and acknowledging the societal importance of work-life balance for married female nurses.

Nāgānanda International Journal of Humanities & Social Sciences, 2022

Medical tourism is one of the emerging segments in the global tourism arena. Asia Pacific region ... more Medical tourism is one of the emerging segments in the global tourism
arena. Asia Pacific region holds the largest share in the global medical
tourism sector. But in Sri Lanka, it is still in its infancy level. Since
Sri Lanka is focusing on developing medical tourism, this study helps
determine the factors influencing the development of medical tourism.
A quantitative method is used for this study. The sample includes the
administration staff who work with international patients care of major
private hospitals and key institutions related to medical tourism in Sri
Lanka. The simple random sampling method is used as the sampling
technique. Questionnaires are conducted to collect the primary data, and
the descriptive analysis method is used in analyzing data. Results reveal
that facilities in private hospitals and accommodations are sufficient to
attract medical tourists. But government support and promotions are
highlighted as lacking factors to develop medical tourism. Furthermore,
this study suggests strategies for developing human resources, improving
government support, and promoting activities to develop medical
tourism in Sri Lanka. Since medical tourism is a valuable niche market,
the findings of this study help to increase awareness. Medical tourism
is a booming segment in Sri Lanka. Therefore, new findings such as
medical tourism collaboration with indigenous treatment can be applied
for developing this sector. This study encourages the government to
develop the medical tourism segment in the future. And also, would
provide guidelines in policymaking and updating rules and standards,
cooperating with relevant institutions to develop medical tourism in Sri
Lanka.

Nāgānanda International Journal of Humanities & Social Sciences, 2022

Tourism has become one of the largest and fastest-growing economic sectors in Sri Lanka. The eco-... more Tourism has become one of the largest and fastest-growing economic
sectors in Sri Lanka. The eco-tourism market is becoming a popular
segment in the tourism industry. Generation Y travellers also known as
millennial travellers who born between 1980- 2000, have a reputation
for being more environmentally friendly than Generation X. Since
millennial travellers are will be a dominant customer segment for the
next 20 years it is necessary to pay attention to the green concept. The
main objective of this study is to identify millennial travellers’ attitudes
and beliefs towards green hotels practices. The researcher has selected
green-certified hotels for the research. The study has conducted using
the quantitative approach and especially a questionnaire survey with
150 millennial travellers who stayed at green hotels in Sri Lanka. The
study is conceptualized using the dimensions of intention to purchase,
willingness to pay more, willingness to partake in environmentally
friendly activities, quality attributes and value attributes under the
independent variables of attitudes and beliefs and selection of green
hotels as the dependent variable. The findings highlight that there is a
positive relationship between attitudes, beliefs and the selection of green
hotels in Sri Lanka. However, there are some challenges and problems
related to green hotels which are faced by millennials as well as hoteliers.
Therefore, the government including tourism-related authorities should
be concerned about this and need to plan well and work together with
proper managerial implications to develop and promote green concepts
within Sri Lankan hotels.

Journal of Tourism Economics and Applied Research (JTEAR) , 2021

Tourism is a competitive and dynamic industry that requires the ability to adjust constantly to c... more Tourism is a competitive and dynamic industry that requires the ability to adjust constantly to changing needs and desires of guests, as the guest's satisfaction, safety and enjoyment are the focus of tourism businesses. According to Sri Lanka Sustainable Tourism Development Project (2009), unique and native medical treatments and practices, availability of rare natural herbs, and the traditional background for attracting medical tourists to the destination. Medical tourism is considered a very service-oriented industry; therefore, tourists' gratification depends on how they receive the medication and other treatments rather than the nature of the Ayurvedic medicines. Service quality is one of the critical factors that affect the tourits' satisfaction. Researchers primarily focused on finding out how the service quality affected Foreign Tourists' Satisfaction with Medical Tourism in Western Province, Sri Lanka. Self-administered questionnaires have been used to gather data, and the quantitative research approach was used for this. Two hundred nine foreign health tourists have participated as the sample, and they have experienced Ayurveda medical treatments from health resorts in Western province. This has been carried out based on a non-probabilistic convenience sampling method. According to the results of this study, the service quality of health resorts significantly impacts foreign health tourists' satisfaction. Responsiveness, Reliability and Empathy outstandingly escalate the satisfaction of health tourists. After doing the study, it is noticeable the impact of service quality on tourists' satisfaction in medical tourism is very low in local and global contexts; this research helps to fill the gap in the existing literature. For managerial suggestions, organizations can identify which areas they need to improve and fine-tune to satisfy and be happier. As this study has been carried out only in the Western province in Sri Lanka can be carried out throughout other provinces as well in the future. There are other areas also to find out how other factors (prices, accessibility, and output quality) will affect health tourists' satisfaction.

Current Issues in Sustainability , 2024

Strategic Tourism Planning for Communities: Restructuring and Rebranding, 2024

Felicitation Volume: Mr. H.G.Piyasiri, 2023

Event Tourism and Sustainable Community Development -Advances, Effects, and Implications, 2023

Routledge Handbook of Tea Tourism, 2022

COVID-19 and the Tourism Industry Sustainability, Resilience and New Directions, 2022

Technology Application in Tourism Fairs, Festivals and Events in Asia, 2022

Keywords: information technology, challenges, event, tourism, Sri Lanka

Technology Application in Tourism in Asia, 2022

Keywords: Digital Tourists, Revolutionized Tourism, Smart Tourism, Sri Lanka

Future of Tourism in Asia, 2021

Wayamba Journal of Management, 2014

Journal of Tourism and Hospitality Management,, 2015

International Journal of Research in Management Science and Technology, 2018

Rebuilding Tourism and Hospitality Sectors COVID-19 Crisis, Policy Solutions and the Way Forward, 2020

Kelaniya Journal of Human Resource Management, 2024

Nāgānanda International Journal of Humanities & Social Sciences, 2022

Journal of Tourism Economics and Applied Research (JTEAR) , 2021

Tourism, Leisure and Global Change, 2016

Ecotourism is potentially the best growing segment in the international market. Many hoteliers in... more Ecotourism is potentially the best growing segment in the international market. Many hoteliers in Sri Lanka promote the sustainable use of this concept as a new market oriented concept. However, arrivals of eco tourists to Sri Lanka have been less than 1% over the last decade. A comprehensive case study research approach was used to conduct this research. Interpretive paradigm and the social constructionists’ philosophical stand of the researcher provided the opportunity to explore or describe a phenomenon in context using a variety of data sources. In the sample, managerial level staff were selected to conduct in-depth interviews to explore the meaning of the term of eco resort. Analysis of in-depth interviews and observations showed that the practice of the eco resort concept has been misused by the hoteliers in Sri Lanka. They have been unable to classify the eco tourists and identify the market and customer segment clearly.

Journal of Tourism Economics and Applied Research, 2021

Scuba diving tourism is one of the fast-growing tourism activities globally. Therefore, it is ide... more Scuba diving tourism is one of the fast-growing tourism activities globally. Therefore, it is identified as a potential adventure tourism segment. Sri Lanka Scuba diving tourism segment has been identified as a niche market segment with high potential to attract young individuals in all source markets. This study was conducted to determine the challenges of developing scuba diving tourism in Sri Lanka since the lack of information on recreational scuba diving development. The researchers conducted qualitative case study research to achieve the research objectives. Using semi-structured interviews, this study covered all 8 PADI registered diving centres in the Trincomalee district and four government institutions. The results reveal that less government support, lack of human resource development, and negative impact on fishing activities are highlighted issues to develop scuba diving in Sri Lanka. Furthermore, this study provides recommendations to mitigate those barriers to developing recreational scuba diving. Scuba diving tourism is a blooming adventure water sports segment in Sri Lanka. This study's findings are significant for tourism and other relevant authorities for developing, regulating, or making recreational scuba diving policies in Sri Lanka.

Journal of Management, 2021

6th International Conference in VIPSAR, Indore, India, 2017

Journal of Responsible Tourism Management, 2021

Events are becoming established as an integral and significant part of tourism development and ma... more Events are becoming established as an integral and significant part of tourism development and marketing strategies. Due to global warming, most event organizers are in the process of reshaping their attitude towards the environment and resources. Environmental sustainability has become increasingly important in today's business world and introduces several policies and practices to produce environmentally friendly products and make green a part of their tender process. Hence, the central focus of the study was to identify the current green event management practices in Sri Lanka. Primary data was collected through structured interviews from 15 event managers who are members of the Sri Lanka Association of Professional Conference, Exhibition, and Event Organizers using the purposive sampling technique. A qualitative data analytical method was employed, and the collected data were transcribed and analyzed using content analysis. The findings of the study reveal that waste management, energy efficiency and dissemination of information are the current green event management practices in Sri Lanka. Further, implications and recommendations are discussed based on the generated codes and categories. Moreover, green events can be used to gain a competitive advantage and maximize the company's reputation, which affects the initiation of a sustainable business growth.

International Journal of Advanced Research, 2021

This study has been conducted related to the Ramayana tourism the concept in Sri Lanka. Sri Lanka... more This study has been conducted related to the Ramayana tourism
the concept in Sri Lanka. Sri Lanka Tourism Promotion Bureau has
launched the „Ramayanaya Trail‟ with the private sector to target the
top-ranked Indian market over to Sri Lanka for religious reasons and
other travel purposes. With the literature shreds of evidence by
Ramayana epic Sri Lanka has significant cultural value on Ramayana
trail with more than 50 relevant sites. With the findings of previous
studies related to the Ramayana trail in the Sri Lankan context and
surveys by local travel agents, there is no considerable popularity for
the Ramayana trail‟s sites among Indian tourists who visited Sri Lanka.
Thus, the study has focused on developing and promoting issues of
Ramayana tourism in the Sri Lankan context. The study was conducted
under the qualitative approach to achieve the research objective; to
identify the issues and challenges of developing and promoting
Ramayana trail as a cultural tourism product in Sri Lanka under the
case study research design by considering Ramayana tourism in Sri
Lanka as a case. The qualitative interview method was conducted by
the snowball sampling method among Sri Lanka Tourism Promotion
Bureau and 20 local tour operators and filed observations in 11
Ramayana sites in Sri Lanka were done as the primary data collection.
Core issues and challenges have been identified under two categories as
site-based and organizational-based.

Asian Journal of Management Studies, 2021

The purpose of this study is to investigate the aggregate spectrum of human resources practices t... more The purpose of this study is to investigate the aggregate spectrum of human resources practices that drive employee innovative work performance and apply a theoretical lens based on the theory of trait activation. This study is predominantly designed as a quantitative study based on the positivistic paradigm to identify highperformance work practices and employee personality traits to enhance the employee innovative work behavior in five-star hotels. Primary data has been collected by distributing a self-administered questionnaire. The sample for this study is drawn from five-star hotels in the capital city of Sri Lanka; 145 responses were analyzed using correlation and SEM bootstrapping. The results indicated that high-performance work practices are positively relating to employee innovative work behaviors in five-star hotels. Further, employee's personality traits (openness and conscientiousness) indirectly predicted high-performance work practices and innovative work behaviors.

Journal of Management, 2021

Beach sites are considered as one of the major travel motives of the tourists to visit Sri Lanka.... more Beach sites are considered as one of the major travel motives of the tourists to visit Sri Lanka. Sri Lanka is rich with wonderful beach sites, including Hikkaduwa, Unawatuna, Bentota. However, many tourists visiting Sri Lanka have to undergo many forms of harassment. Ensuring the safety of tourists in the tourists’ destinations is an important
factor to retaining the higher number of tourist arrivals to the country since it is significant to the Sri Lankan Economy. Amidst this background, the main objective of this study is to identify the types of harassments faced by tourists at beach sites in Sri Lanka and to identify the impact of tourists’ harassments on the destination image and the propensity to repeat. Both the qualitative method and quantitative method used to carry out the study. Primary data for the research were collected using a questionnaire survey with tourists and the discussions with the community members, site guides, hoteliers, officers who work in tourism-related organizations. Further, secondary data were collected using articles published on the internet, tourists police reports (RTC-PTD Report) and tourist magazines. Both systematic random sampling
method and convenience sampling method used for the study, respectively sample the foreign tourists from Hikkaduwa and the inter-viewers. The study revealed that the tourists who stay at Hikkaduwa undergo harassments from different parties like beach boys, pesters, thieves…etc. These harassments create dissatisfaction among the
tourists, and it also affects the destination image and the propensity to repeat.

Keywords: Tourist Harassment, Beach sites, Hikkaduwa, Sri Lanka, Tourist Satisfaction

Tourism and Sustainable Development Review Journal, 2021

Sustainability practices have begun to take hold in all kinds of events, and there are very few f... more Sustainability practices have begun to take hold in all kinds of events, and there are very few forces or mechanisms driving the widespread adoption and expansion of sustainable event management to become a common practice throughout the community in Sri Lanka. Hence, the central focus of the study was to identify the current sustainable event management practices in Sri Lanka. Primary data collected through structured interviews from 15 event managers who have membership of the Sri Lanka Association of Professional Conference, Exhibition, and Event Organizers by using the purposive sampling technique. A qualitative data analytical method was employed, and the collected data were transcribed and analyzed by using content analysis. The findings of the study reveal that targeting high-end events, better planning, strengthening the local communities, cultural conservation, waste management, energy efficiency, and dissemination of information are the current sustainable event management practices in Sri Lanka. Further, the findings elucidate effective theoretical and managerial implications for event organizers, government, and residential communities where events are held. Moreover, maximize the awareness of sustainable education, develop a sustainable event model, adapt to the green-related technology, introduce green venues and promote sustainable events, government involvement of making policy framework and private-public partnership create long term and sustainable legacies for host communities and development of sustainable event management in Sri Lanka.

Tourism and Sustainable Review Journal, 2021

Journal of Business Management, 2020

Residents’ attitude/support towards tourism development has engrossed many scholars' attention in... more Residents’ attitude/support towards tourism development has engrossed many scholars' attention in tourism studies. To give the importance of understanding the residents’ attitude towards tourism development and understand the limitations in understanding residents' perception based on socio-cultural factors. This study endeavoured to model the residents’ s support for tourism development based on the study of sociocultural impacts. To identify the relationship between the dependent and independent variables, several hypotheses were developed. They were tested to achieve the major objectives of this study such as identifying the most significant determinants of the perceived impacts of tourism development, assessing how the determining factors affect the perceived impacts of tourism development and determining how the perceived impacts affect tourism development. The proposed socio-cultural research framework has predicted the impact of knowledge about tourism, intrinsic motivation factors, community attachment, and community concern on residents’ support for tourism development in Jaffna district through the mediating variables of perceived sociocultural benefits and perceived socio-cultural costs. The perceptions of 600 residents were collected through a stratified random sampling technique. The model and hypothesis paths were tested using Structural Equation Modeling with the aid of AMOS and SPSS software packages. Findings disclose that residents’ support for tourism development in Jaffna district is a role of perceived socio-cultural benefits and costs perceived by residents and four independent variables of knowledge about tourism, intrinsic motivation factors, community attachment, and community concern. The results reveal that the perception regarding tourism impacts might create both positive and negative attitudes regarding tourism development in Jaffna district, which might help gain support from the residents regarding tourism development.

Keywords: perceived impacts, residents’ support for tourism development and socio-cultural impacts

Proceedings- 7th International Conference on Hospitality and Tourism Management, 2021

Despite its popularity, the concept of customer satisfaction in the service industry in the marke... more Despite its popularity, the concept of customer satisfaction in the service industry in the marketing literature is still able to examine. The significant growth of the restaurant industry has made a strong contribution to the food and beverage sector in the hospitality industry. Modern customers are expecting broad experience from restaurants beyond food and beverages. Hence beach restaurants have been popularized all around the world. However, satisfying the customers has become challenging in the service sector like restaurant industry due to the high competition. It is essential to maintain particular attributes to create customer perceived value and ultimately satisfy the customers. This study was conducted to identify the impact of restaurant attributes on customer perceived value and customer satisfaction specifically in the beach restaurants in Southern coastal area in Sri Lanka. 385 tourists who fulfilled their dining requirements at the beach restaurants in the Southern coastal area were selected using a convenient sampling technique and a self-administered questionnaire was fielded to collect primary data. Mediator analysis has conducted through Structural Equation Modelling (SEM) technique and SmartPLS software has used to analyse data. Five underlying factors were analysed under restaurant attributes; of food and drink related attributes, ambience and atmosphere related attributes, price related attributes, location and place related attributes, and service-related attributes. The results reveal that the perceived value has a potential to be fully mediating variable between restaurant attributes and customer satisfaction in beach restaurants. Service providers of beach restaurants can enhance the uniqueness of restaurant attributes to enhance customer perceived value and ultimately it will enhance customer satisfaction as well.

Proceedings-7th International Conference on Hospitality and Tourism Management, 2021

The purpose of this study is to identify important destination attributes of Kandy city and exami... more The purpose of this study is to identify important destination attributes of Kandy city and examine how and to what extent those attributes impact on international tourists' decision on choosing their destination. A proposed model was formulated and it postulates that international tourists' perception of Kandy City important attributes that impacts on their decision making in three ways: (1) directly; (2) it influences on the overall image of Kandy city, and in turn, influences their decision; (3) it also impacts on the international tourists' overall satisfaction with their trip to Kandy city, and in turn, influences their own or their peripheral people future decision on destination selection. Destination attributes were identified based on a triangulation approach prior to the research. A structured questionnaire was used to collect the data. One hundred and sixty (160) international tourists (millennial) were selected as the sample. In addition, 15 millennial tourists were interviewed to prove the findings of survey further. The valid data collected was computed by means of the SPSS to gain basic frequency statistics. The results also showed that, the Kandy city attributes revealed different importance levels in influencing tourists' destination decision making, formation of Kandy city overall image, and the tourists' satisfaction.

Wayamba Journal of Management, 2011

The balanced scorecard (BSC) is a strategic planning and management system that is used extensive... more The balanced scorecard (BSC) is a strategic planning and management system that is used extensively in business and industry, government, and nonprofit organizations. Due to expansion of the idea of BSC, different business organizations operating in different industries were taking corporate level management initiations to implement the BSC in their organizations. Being operating in hospitality industry, hotels were the pioneers in this change. Therefore, the Researcher emphasizes the importance of using BSC as a contemporary management practice in the hospitality sector as a case study of Taj Samudra hotel. Here the primary and secondary data were used and analysed qualitatively. Finally, Analysis revealed how the Hotel uses this concept successfully to get the competitive advantage while applying it to different performance perspectives of the hotel.

Tourism, Leisure and Global Change, 2015

Tourism is presently one of the most crucial contributors to the economy in Sri Lanka. Attitude o... more Tourism is presently one of the most crucial contributors to the economy in Sri Lanka. Attitude of tourists have gradually changed from one that emphasized beach tourism to one that demands more, natural, cultural and social interactions. There is a new phenomenon, which is broadly termed as "Alternative Tourism". As a result, the concept of Ecotourism emerged with the collaboration of cultural, rural, nature tourism, and its related activities as a niche market (Silva, 2004). Midterm strategic plan for Sri Lanka tourism (2002-2004) states that Sri Lanka had 1% of eco tourists. It is in a very low level comparing to other destinations (Sri Lanka Tourism and Development Authority, 2001). Based on these literature and preliminary findings, researcher identified there is an issue of practicing the concept of genuine eco tourism in Sri Lanka compared to the international standards. Therefore, the researcher's major objective of this study was to investigate differences between the Sri Lankan eco resort hoteliers' interpretation and the international standards. Qualitative case study was done with the intention of providing a thick description to the concept of eco-tourism. Sri Lankan eco resort hoteliers construct the meaning of eco-tourism in various ways. They are more towards nature based tourism, wild life tourism and environment conservation tourism. They were unable to target eco tourism market and attract eco tourist. Because the hoteliers' practice of the eco concept differs from international practices and standards, they could not meet the expectations of eco tourists. Even though the eco resort hoteliers' main market is eco tourist market, they cater and address to other type of tourists. Comparing to the international standard components, Sri Lankan hoteliers consider only few aspect as an essential components of an eco resort. It has created a gap between the needs of eco tourists and the services of eco resort hoteliers.

International Journal of Liberal Arts and Social Science, 2015

Ecotourism is potentially the best growing segment in the international market. Many hoteliers in... more Ecotourism is potentially the best growing segment in the international market. Many hoteliers in Sri Lanka promote the sustainable use of this concept as a new market oriented concept. However, arrivals of eco tourists to Sri Lanka have been less than 1% over the last decade. A comprehensive case study research approach was used to conduct this research. Interpretive paradigm and the social constructionists' philosophical stand of the researcher provided the opportunity to explore or describe a phenomenon in context using a variety of data sources. In the sample, managerial level staff were selected to conduct in-depth interviews to explore the meaning of the term of eco resort. Analysis of in-depth interviews and observations showed that the practice of the eco resort concept has been misused by the hoteliers in Sri Lanka. They have been unable to classify the eco tourists and identify the market and customer segment clearly.

Conference Proceedings: 15th International Conference on Business and Information- 2024, Kelaniya University, Sri Lanka, 2024

The achievement of responsible destination management is widely acknowledged on the effectiveness... more The achievement of responsible destination management is widely acknowledged on the effectiveness of governance mechanisms while accompanied by a shift in the field of tourism planning and development towards prioritizing sustainability. This study employs content analysis to analyze data collected from interviews, aiming to understand the perspectives of diverse stakeholders, including policymakers, tour operators, service providers, community residents, and other tourism stakeholders. The findings reveal that stakeholders have diverse interests and concerns, including economic benefits, environmental sustainability, cultural preservation, and community well-being. Building on these findings, the researcher proposes a multi-stakeholder analysis model that emphasizes collaboration and the establishment of roles to govern sustainable destinations effectively. The model depicted as a dynamic wheel of stakeholders illustrates how each stakeholder group can contribute to promoting responsible tourism. This research contributes to the literature by providing insights into stakeholder dynamics and offering a practical framework for stakeholders to engage in responsible tourism development in Sri Lanka.

Interanational Research Symposium- University of Vocational Technology- Sri Lanka, 2023

The creative economy is a paradigm for developing an economy through value creation and innovatio... more The creative economy is a paradigm for developing an economy through value creation and innovation. Creative tourism is a model developed under the creative economy to enhance tourist experiences through creative tourism experiences. This study has been conducted to understand the opportunities and issues of developing creative tourism experiences to achieve economic development related to Ramayana tourism in Sri Lanka. Sri Lanka Tourism Promotion Bureau launched the Ramayanaya Trail with the private sector to target the Indian market over to Sri Lanka for religious reasons and other travel purposes. The study was conducted under the qualitative research approach to achieve the research objectives; to identify the opportunities to develop creative Ramayana tourism products in Sri Lanka to achieve economic development and to understand issues of developing creative Ramayana tourism products in Sri Lanka. By considering Ramayana tourism in Sri Lanka as a single case, the case study research design has been adopted for this study. The sample population includes tour operators and travel agents in Sri Lanka who are contributing to Ramayana tourism. 20 qualitative interviews were conducted to collect primary data from the sample and by the field observations, the findings of primary data collection were further verified. This study is important for the future development of Ramayana trail tourism between Sri Lanka and India.

Proceedings of International Conference on Business Management, 2012

The direct and indirect dependents of tourism became a powerful and a forcible sector of the tour... more The direct and indirect dependents of tourism became a powerful and a forcible sector of the tourism industry. Beach boys are a group that depends upon tourists who impose both positive and negative impacts on tourist industry as well as to the society. Therefore, it is essential to identify the impacts of the beach boys as tourism service providers on tourism industry. This mixed method research addresses that issue. The researcher uses the interview and observation analysis of beach boys in Induruwa area in Sri Lanka. Results reveal the impact of beach boys from various perspectives such as customers' perspective, society's perspective and the beach boys' perspective. Finally, it is recommended from the research to standardize the beach boys in such a way that they can be absorbed to the country's development process.

ISSCR Conference , 2018

Heeloya village in Kandy, Sri Lanka has been introduced as home stay tourism village in 2015. Fro... more Heeloya village in Kandy, Sri Lanka has been introduced as home stay tourism village in 2015. From 2015 to now less than 30 families were joined to the tourism related businesses. Thus, the purpose of this study is to determine the factors affecting to the less community participation in tourism related businesses. Through the literature review three main barriers: operational barriers, structural barriers and cultural barriers were identified and taken them into consideration in the analysis. The impact of these three factors on the less community participation is measured by using sample taken from Heel-oya village and total 149 questionnaires were analyzed using SPSS computer program version 21. The result of regression analysis suggested that structural barriers and cultural barriers were positively and significantly effect on less community participation. However operational barriers were not significantly impacted on less community participation.

3rd ICMR Proceedings, 2018

Sigiriya is a destination identified as an over capacity attraction in Sri Lanka. The Visitor man... more Sigiriya is a destination identified as an over capacity attraction in Sri Lanka. The Visitor management techniques can assist to control the problem. Visitor management techniques can use to improve the quality of visitor experience. The Study has used both qualitative and quantitative approaches and data were collected from 200 respondents. The Study conceptualized using service and infrastructure, source of information, crowd management and safety (Independent Variable, Interesting, Relaxing and Pleasant (Medium Variable) and Features, Impression, Service, Sensory and culture as dependent variable. The findings highlighted there is a positive relationship between visitor management techniques and quality of visitor experience in Sigiriya. And quality of visitor experience positively related to the repeat visit intention. However, there are many areas visitors have negative attitude which need to improve such as refreshment and catering facilities, sanitary facilities, Direction and signing facilities and medical facilities.

3rd ICMR Proceedings, 2018

Tourism is a fast-growing industry in Sri Lanka. In that case stakeholders of the tourism industr... more Tourism is a fast-growing industry in Sri Lanka. In that case stakeholders of the tourism industry act a major role of developing sustainable tourism industry within the island. When considering about the stakeholders of the industry tourist guides take important place. But sometimes when they are operating their performance to achieve their targets while developing the sustainable tourism in sri lanka they have to face many issues. As well as there are many problems in the performances of tourist guides in Sri Lanka. Then collected the data to understand the relationship among tourist guide performance, tourist satisfaction and tourist revisit intention with a survey; questionnaire. Tourist guides performance are described using two major skills called Intrapersonal servability and interpersonal servability with organizational skills. Then questionnaires were given to 150 respondents from tourists who visit Sri Lanka. Finally, three intrapersonal servability skills including appearance, work attitude and communication skill as well as four interpersonal servability and organizational skills including empathy, solving problem skill, organization skill and entertainment introduction skill were identified as the factors that have significant and positive relationship with tourist satisfaction. Furthermore, identified that all above skills besides empathy have significant and positive relationship with tourist revisit intention also.

2nd Tourist Conference Proceedings- Thailand, 2020

Tourism industry is needed high human power because production and consumption are simultaneously... more Tourism industry is needed high human power because production and consumption are simultaneously taken place when consumers are serviced. Numerous of universities and technical institutions were increased to establish the related department of tourism industry to meet the manpower needs of the majority of the market. Many researches showed a very low rate student entered the related job market fields after students graduated from these universities. Out of these graduates, female graduates’ retention rate is lower than the male graduates within the tourism industry. To consider this, it is interested to realize female student’s perceptions and attitudes toward working in the tourism industry after studying and completing tourism degrees. This research was conducted to find the relationship between attitudes and perception of female tourism graduates to retain in the tourism industry with special reference to Sri Lanka. The researcher used 52 female tourism graduates who passed out in last 3 years from the Sri Lankan University system as the sample. The researcher collected data to analyze the relationship between perception and attitudes of female tourism graduates to retain in the tourism industry through standard questionnaire. Further, those data have been utilized for correlation and regression analysis in order to achieve the study objectives. Findings of the study revealed nature of the work and Industry person congeniality mostly affect to the built the attitudes of the females about tourism industry. Salary and fringe benefits are not the main factors affected for the female retention in the tourism industry. On the basis of the analysis of surveyed data and findings of the study, there are some suggestions which require immediate attention from the policy makers, top management to improve the HR practices in tourism industry and to increase the female tourism retention in the tourism industry. Through this research findings, the researcher suggested to maintain a special policy regarding female employees in the tourism industry. Further, relevant authorities should take actions to aware the community about the tourism industry and increase the value of the tourism sector.

Asian Journal of Finance, 2024

South Asian Journal of Tourism and Hospitality, 2023

The book, Tourism Management, Marketing, and Development is a series of chapters that address a w... more The book, Tourism Management, Marketing, and Development is a series of chapters that address a wide variety of research concerns with a particular focus on the role of performance and strategies at the destination and corporate levels, sustainability, and advances in management knowledge and practice in the quickly expanding tourism sector. The chapters in this book are the result of the collaboration of a team of international specialists. They present original research on tourism management from a range of theoretical perspectives, as well as from different epistemological paradigms and mixed research methodologies and procedures. The volume mixes strategy, performance, and sustainability issues as linked factors in a number of the cases explored. The book also emphasizes the importance of innovation as a corporate strategy for maximizing the benefits of the digital revolution in a quickly evolving business environment.