Papers by Charith Prabuddha
The hospitality industry in Sri Lanka is a vital contributor to the economy but faces challenges ... more The hospitality industry in Sri Lanka is a vital contributor to the economy but faces challenges like high staff turnover, skill gaps, and employee dissatisfaction. This study examines the impact of organizational culture, job autonomy, and counselling on employee performance, focusing on the mediating roles of motivation and organizational commitment. Using a survey of 350 operational-level employees in Colombo city hotels, the research employs quantitative methods, including regression analysis. Findings reveal that job autonomy and counselling significantly enhance employee performance, while organizational culture shows no direct impact. Motivation and organizational commitment mediate the relationships between these variables and performance, highlighting their importance in fostering workforce productivity. These insights provide actionable recommendations for hotel management to improve employee satisfaction and service quality, ultimately strengthening the sector's sustainability and success. This study enriches literature by addressing performance challenges specific to Sri Lanka's hospitality industry.
Purpose-This study analyzes how travel vlogs (TV) influence the intention to travel (IT) for hist... more Purpose-This study analyzes how travel vlogs (TV) influence the intention to travel (IT) for historical tourism in Sri Lanka, with an emphasis on the mediating effect of emotional connection (EC). It aims to address gaps in understanding the unique processes through which TV effects travel decisions in cultural contexts, notably within Sri Lanka's rich heritage tourism environment.
Design/methodology/approach-A quantitative study approach was adopted, employing an online survey delivered to 384 prospective historical visitors, as per Morgan's sample table. Partial Least Squares Structural Equation Modeling (PLS-SEM) evaluated the links between TV, EC, and IT. Structured questionnaires with Likert-scale items assessed variables, assuring reliability and validity through rigorous pilot testing and statistical validation.
Findings-The results indicated a large direct association between travel vlogs and intention to visit heritage places, plus a partial mediation impact of emotional connection. Emotional involvement produced by travel vlogs evolved as a fundamental method through which virtual experiences convert into physical travel motives.
Conclusion-Travel vlogs dramatically improve interest in Sri Lanka's historical tourism by encouraging emotional involvement. The immersive storyline and cultural authenticity represented in TV shows provoke feelings like amazement and curiosity, which drive travel decisions.
Implications-Tourism authorities and heritage site managers could cooperate with travel vloggers to co-create real, emotionally evocative material. Strategies include educating vloggers in cultural storytelling, incorporating interactive virtual tours, and utilizing social media for targeted advertising. Such activities can increase Sri Lanka's cultural attractiveness and attract experience visitors.
Originality/value-This study pioneers the examination of TV's influence on historic tourism in Sri Lanka, stressing emotional connection as a mediator is an underexplored topic in previous literature. By contextualizing findings inside a nation famous for cultural legacy, it gives concrete insights for destination marketing and improves theoretical frameworks on media-driven travel motivation.
This study investigates the impact of push and pull motivational factors on tourist engagement in... more This study investigates the impact of push and pull motivational factors on tourist engagement in tea tourism, specifically in the Nuwara Eliya district in Sri Lanka. A quantitative approach and convenience sampling method are employed to collect data from 384 tourists who visited tea tourism destinations in the district. A conceptual framework is used to test 12 hypotheses, and the data is analysed using IBM SPSS Statistics 25 and Partial Least Squares Structural Equation Modeling (PLS-SEM) with Smart PLS. The findings indicate that both push and pull factors positively affect tourist engagement, destination image, and familiarity, with destination image and familiarity positively associated with tourist engagement. The study also explores the mediating effects of destination image and familiarity on the relationship between push/pull factors and tourist engagement in tea tourism. The results suggest that destination image mediates the relationship between pull factors and tourist engagement, while familiarity mediates the relationship between push factors and tourist engagement. Additionally, there are significant direct and indirect paths between push and pull factors and tourist engagement, with familiarity partially mediating the relationship between push factors and tourist engagement and destination image mediating the relationship between pull factors and tourist engagement. These findings have practical implications for developing tea tourism in the Nuwara Eliya district and other similar destinations.
This study investigates the potential of virtual reality (VR) technology to enhance cultural sens... more This study investigates the potential of virtual reality (VR) technology to enhance cultural sensitivity among tour guides in Sri Lanka. Cultural sensitivity, the ability to appreciate and navigate the nuances of different cultures, is essential for tour guides to ensure positive and meaningful experiences for both tourists and locals. However, traditional training methods often fall short in fostering genuine empathy and understanding. VR, with its immersive and interactive nature, can offer a novel and engaging approach to cultural sensitivity training, allowing tour guides to practice realistic cultural scenarios and develop practical skills. The study also explores the mediating role of employee satisfaction in the relationship between VR and cultural sensitivity, examining how VR training might influence the job satisfaction and motivation of tour guides. The study adopts a quantitative research design and collects data from 384 Sri Lankan tour guides using an online survey using simple random sampling technique. The survey measures the extent and nature of VR training adoption, the level of employee satisfaction, and the degree of cultural sensitivity among tour guides. The data is analysed using descriptive and inferential statistics, including confirmatory factor analysis and structural equation modelling. The results provide strong support for the hypotheses that VR training has a positive effect on both employee satisfaction and cultural sensitivity and that employee satisfaction acts as a significant mediator in this relationship. The findings suggest that VR training can revolutionise tour guide training in Sri Lanka and beyond by equipping tour guides with the necessary cultural sensitivity to deliver enriching and respectful tourism experiences. The study also contributes to a broader understanding of VR's potential in promoting cultural awareness and empathy across the globe.
This study examines the complex relationship between political instability, work performance and ... more This study examines the complex relationship between political instability, work performance and income level in Sri Lanka's prestigious four-star and five-star hotel industry. Researchers believe that periods of political unrest can have a negative impact on employee performance, leading to decreased productivity, lower morale and increased absenteeism. However, they further theorize that this negative effect may be less for workers with higher income levels. To test these hypotheses, researchers employed a quantitative research design, distributing a purposive online survey to a sample of 384 hotel employees. The survey instrument included multi-item scales to capture nuances of political instability, income levels and work performance, and accounted for participant demographics such as sex, age and work experience. This analysis yielded results that confirmed their initial hypotheses. A negative relationship emerged between political instability and job quality, suggesting that periods of political turmoil may actually hinder employee performance in the Sri Lankan hotel industry. Interestingly, the data revealed a moderating effect of income. This suggests that higher income levels can act as a buffer, partially mitigating the negative effects of political instability on work performance. This finding underscores the importance of both economic security and employee well-being during times of political unrest. To strengthen employee resilience and mitigate the negative effects of political instability on the hotel industry, the study recommends implementing targeted policy interventions. These interventions can include financial assistance programs to help workers overcome economic hardship during periods of political turmoil, as well as resilience training programs to equip workers with the coping mechanisms needed to navigate challenging political environments.
Purpose: The aim of this study is to investigate how emotional connection influences the relation... more Purpose: The aim of this study is to investigate how emotional connection influences the relationship between travel vlogs and the intention to travel to Sri Lanka for heritage tourism. It fills in the knowledge gap about the precise impact of travel vlogs on Sri Lanka's heritage tourism industry. Design/Methodology/Approach: An online survey was sent to a purposeful sample of 384 potential Sri Lankan heritage visitors, who were found using Morgan's table, in accordance with a quantitative research methods. Three major components were examined in the survey: emotional connection, travel vlogs, and intention to travel. Findings: The study shows that travel vlogs are significantly and positively correlated with the intention to travel for heritage tourism. Additionally, It was shown that the association between travel vlogs and intention to travel is mediated by emotional connection. This means that, in the end, travel plans may be influenced by the emotional ties that travel vlogs might create with Sri Lanka's cultural heritage. Research limitations: The study's purposive sample aim might exclude a larger group of prospective historic visitors. Furthermore, the study depends on self-reported data, which might be biased. Implications: The results demonstrate how successful travel vlogs are in promoting Sri Lanka's historical places. They stress how crucial it is for tourism authorities and travel vloggers to work together to create emotionally charged material that appeals to tourists' need for real, authentic cultural experiences. This partnership may result in more potent marketing initiatives that take advantage of the emotional connection to stimulate travel to Sri Lanka's numerous cultural landmarks.
Purpose: This study examined the relationship between social media influencers and the intention ... more Purpose: This study examined the relationship between social media influencers and the intention to travel for wellness tourism, with the mediating effect of wellness tourism awareness. Design/Methodology/Approach: Quantitative method and online questionnaires were applied in this study. Purposive sampling was utilized to identify 384 Sri Lankan social media users who revealed an interest in travel. Smart PLS 4 was applied for PLS-SEM data analysis, whereas SPSS was used for descriptive statistics. Findings: The findings reveal that social media influence positively increased both wellness tourism awareness and an interest to visit wellness tourism destinations. Additionally, wellness tourism awareness mediated the relationship between social media influencers and the intention to travel for wellness tourism. Research limitations: The study is limited by its sample, consisting mainly of Sri Lankan social media users with an interest in travel. This specific demography may restrict the generalizability of the results to a larger community. Additionally, reliance on self-reported data may generate response bias. Implications: The findings of this research provide valuable insight for marketers and policymakers in the tourist sector. Social media influencers may play a vital role in developing wellness tourism in Sri Lanka by raising awareness and influencing travel intentions. These findings suggest that collaborations with influencers could be an effective instrument for promoting wellness tourism destinations. Future research ought to
This study aimed to explore the association between yoga practice and mental health in Sri Lankan... more This study aimed to explore the association between yoga practice and mental health in Sri Lankan tour guides and whether job engagement mediate this relationship. Therefore, two questions were posed by researchers in this investigation. First one is, does yoga practice influence the mental health of the tour guides. The second question is, to what extent does job engagement mediate this potential association. To ensure generalizability of the findings, a quantitative research design was adopted. Data collection involved an online survey administered to a random sample of 384 Sri Lankan tour guides who engage in yoga practice. Moreover, to achieve a representative sample size, the Morgan table technique was utilized. The data was analyzed with IBM SPSS Statistics 25 and Smart PLS 4, which uses the PLS-SEM method. Furthermore, researchers measured three variables in their study with a five-point Likert scale: yoga practices, mental health, and job engagement. Results revealed a positive effect of yoga practice on both the independent and mediating variables. Furthermore, confirmatory factor analysis and mediation analysis, as well as descriptive statistics were used to validate the findings. Even though the study has many limitations, this study adds to the knowledge on yoga and mental health. The findings may also help the tour guides and the tourism industry. Since practicing yoga could greatly improve how the tour guides feel while they are working, it could also improve the quality of their work, job satisfaction and job retention. Furthermore, future studies should be done to find out what makes the practice of yoga helpful.
This study explores the impact of augmented reality (AR) on tourist destination satisfaction (DS)... more This study explores the impact of augmented reality (AR) on tourist destination satisfaction (DS) in Sri Lanka's heritage tourism, focusing on historical sites in Polonnaruwa. The research aims to improve the visitor experience and address inadequate funding for site rebuild, focusing on the mediating role of immersive experience and perceived value. Furthermore, the researcher surveyed 256 visitors to cultural and historical destinations as part of a quantitative research approach using IBM SPSS Statistics 25 and Smart PLS 4. The results show that AR and DS are significantly and positively related, with perceived value and immersive experience as mediators. According to the study, historical landmarks should include AR technology, and tourist staff members should get AR training. Moreover, future studies could investigate the long-term impacts of AR on visitors' attitudes, loyalty, and behaviour, as well as the cultural characteristics that influence how AR perceives heritage tourism.
This research aimed at investigating the usage of digital marketing and concerns of consumers abo... more This research aimed at investigating the usage of digital marketing and concerns of consumers about data security and privacy within hotel industries in Sri Lanka. In the study, researchers surveyed 180 Sri Lankan hotel managers, who were selected through purposive sampling using a quantitative research method. The questionnaire has seven parts and 97 questions and uses a Likert scale to rank various data security and privacy-related factors. Furthermore, the researchers collected data online, ensuring participant confidentiality and minimizing possible biases. In order to evaluate the survey data, PLS-SEM and Smart PLS 4 were employed, while IBM SPSS Statistics 25 was used to examine the demographic data. The conceptual framework investigates how independent variables (perceived control, awareness of data privacy and security, data protection measures) and mediating factors (perceived privacy concerns, consumer attitude) affect digital marketing. The researchers established research questions on the connections between these elements and formulated relevant hypotheses. However, there was no correlation between data security or privacy awareness and the findings which demonstrates a substantial association between perceived control and digital marketing. Research shows privacy concerns harm digital marketing, but do not affect consumer attitudes. The study emphasizes the need for transparency, security measures, and ownership of user data in Sri Lankan hotels to strengthen digital marketing strategies, with implications for client engagement and trust. Future research should look at data management and privacy in Sri Lanka's hotel industry, considering cultural impacts on the efficiency of digital marketing. This input is crucial as hotels manage the rapidly evolving digital landscape.
This research investigates the influence of augmented reality (AR) on destination satisfaction in... more This research investigates the influence of augmented reality (AR) on destination satisfaction in cultural and heritage tourism, with a specific focus on the historical sites of Polonnaruwa in Sri Lanka. The study seeks to shed light on the potential of AR as a practical and affordable solution in addressing the challenges of limited funds for site reconstruction while aiming to enhance tourists' experiences. The research objectives include examining the influence of AR on destination satisfaction, investigating the mediating role of perceived value and immersive experience, and exploring the relationship between immersive experience and perceived value. In order to bridge this gap, the researcher employed a structured questionnaire and the convenience sampling technique to survey 256 visitors to cultural and historical destinations as part of a quantitative research approach using IBM SPSS Statistics 25 and Smart PLS 4. The results indicate a positive and significant relationship between AR and destination satisfaction, suggesting that AR significantly impacts tourists' overall satisfaction with historical and cultural sites. The researchers found that perceived value and immersive experience mediate the relationship between AR and destination satisfaction, emphasizing the importance of value perception derived from the AR experience and shaping tourists' satisfaction. Moreover, a positive and significant relationship between immersive experience and perceived value indicates that the immersive aspects of the tourist experience positively contribute to the perceived value of visiting cultural and heritage sites. The study recommends utilizing AR technology to improve cultural and heritage tourism destination satisfaction. Authorities should integrate AR experiences at historical sites and train tourism professionals to use AR. Moreover, future researchers can explore the longterm effects of AR on tourist behavior and loyalty and influences on future visitation and repeat visits. These discoveries have potential applications in improving the tourist experiences at other Sri Lankan cultural and historical sites.
This research explores the link that exists between work experience and employee satisfaction in ... more This research explores the link that exists between work experience and employee satisfaction in the agro-tourism industry of Sri Lanka, emphasizing the role that income level plays as a mediating factor in this relationship. The goal of the study is to close the information gap about the subtleties of the workforce in Sri Lankan agrotourism and to create solutions that will improve both industry performance and employee well-being. Thus, scholars Using a purposive sample approach and a quantitative research design, the study examines data from 384 workers in the agrotourism industry in Sri Lanka. Purposive sampling was used to choose participants, guaranteeing their applicability to the agro-tourism setting. Online questionnaires were used to gather information on employee satisfaction, employment experience, income level, and demographics. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for statistical analysis. Furthermore, the results show that job experience and employee satisfaction are positively correlated. Furthermore, income level was shown to be a partial mediator, indicating that higher pay correlated with more experience at work influences worker satisfaction. The research also emphasizes the significance of wage level and job experience in promoting employee satisfaction in the agrotourism industry. These realizations influence practice and policy by highlighting the importance of chances for skill development and equitable remuneration. To improve generalizability, future studies should investigate other variables impacting satisfaction and take into account larger sample techniques.
This study investigates the effectiveness of environmental sensitivity training (EST) in fosterin... more This study investigates the effectiveness of environmental sensitivity training (EST) in fostering pro-wildlife behaviours (WB) among tour guides in Sri Lanka, and explores the mediating role of work engagement (WE) in this relationship. The study aims to contribute to both tourism practice and wildlife conservation in Sri Lanka by providing evidence-based recommendations for training program design, policy development, and conservation efforts. Using a quantitative research design researcher used online surveys to collect data from 357 tour guides operating in wildlife-rich areas across Sri Lanka using Purposive Sampling Technique. The survey measures participants' exposure to EST programs, their levels of WE, and their engagement in specific WB that contribute to wildlife conservation. The data is analysed using confirmatory factor analysis (CFA) and structural equation modelling (SEM) to test the hypothesized relationships between the variables. The results reveal a positive effect of EST on WB, mediated by WE. Specifically, the findings indicate that EST programs enhance WE among tour guides, which in turn leads to increased adoption of pro-wildlife behaviours. The results also show that EST programs incorporating immersive nature experiences, personal development activities, and career development opportunities have a stronger impact on WE and WB. Moreover, this study provides valuable insights for the development of more targeted and impactful training programs for tour guides in Sri Lanka. By incorporating strategies to enhance both environmental sensitivity and work engagement, training programs can empower tour guides to act as responsible stewards of wildlife and influence tourist behaviour. The study also provides evidence-based suggestions for policymakers to formulate regulations and incentives that promote responsible tourism practices among tour operators and guides. Furthermore, the study demonstrates how empowering tour guides as ambassadors for wildlife conservation can foster a collective sense of responsibility for protecting Sri Lanka's natural treasures.
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Papers by Charith Prabuddha
Design/methodology/approach-A quantitative study approach was adopted, employing an online survey delivered to 384 prospective historical visitors, as per Morgan's sample table. Partial Least Squares Structural Equation Modeling (PLS-SEM) evaluated the links between TV, EC, and IT. Structured questionnaires with Likert-scale items assessed variables, assuring reliability and validity through rigorous pilot testing and statistical validation.
Findings-The results indicated a large direct association between travel vlogs and intention to visit heritage places, plus a partial mediation impact of emotional connection. Emotional involvement produced by travel vlogs evolved as a fundamental method through which virtual experiences convert into physical travel motives.
Conclusion-Travel vlogs dramatically improve interest in Sri Lanka's historical tourism by encouraging emotional involvement. The immersive storyline and cultural authenticity represented in TV shows provoke feelings like amazement and curiosity, which drive travel decisions.
Implications-Tourism authorities and heritage site managers could cooperate with travel vloggers to co-create real, emotionally evocative material. Strategies include educating vloggers in cultural storytelling, incorporating interactive virtual tours, and utilizing social media for targeted advertising. Such activities can increase Sri Lanka's cultural attractiveness and attract experience visitors.
Originality/value-This study pioneers the examination of TV's influence on historic tourism in Sri Lanka, stressing emotional connection as a mediator is an underexplored topic in previous literature. By contextualizing findings inside a nation famous for cultural legacy, it gives concrete insights for destination marketing and improves theoretical frameworks on media-driven travel motivation.