SLIIT Business School Students Research Conference [SBSSRC]
Permanent URI for this communityhttps://rda.sliit.lk/handle/123456789/316
The Conference is open for all the business research students in Sri Lanka. The goal of the conference is to promote student research, while gaining and increasing the enthusiasm among students for academic research.
This conference gives the opportunity to showcase their scholarly work and to discuss the research interest with students with other Higher education institutions in Sri Lanka.
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Publication Open Access The Impact of Service Quality and Weather Condition on Tourists’ Guest Night Stays in Coastal Area of Sri Lanka: Perspective of Tourists(SLIIT Business School, 2023-12-14) Koralage, B; Fernando, T; Nilakshika, T; Madhavika, N; Jayasinghe, P; Ehalapitiya, SThis study aims to explore tourists' perceptions of service quality and weather condition of guest night stays in Sri Lanka and how they influence tourists’ decisions regarding the duration of their guest night stays. This study employed qualitative approach, having the data collected using purposive sampling. Researchers conducted in depth interviews with 18 foreign tourists in Colombo and Galle coastal area of Sri Lanka. The study revealed that both service quality and weather condition are significantly impacting tourists' decision of duration of guest night stays. Longer stays were associated with higher levels of service quality, emphasizing the pivotal role of service delivery in attracting and retaining tourists. In addition, weather condition was identified to be a major factor in determining guest night stays in the coastal area of Sri Lanka. This research offers valuable insights into Sri Lanka's coastal tourism, emphasizing the significance of excellent customer service and environmental responsibility in attracting and retaining tourists. The study's practical implications enable industry experts and policymakers to formulate strategies for promoting eco-friendly practices, ultimately enhancing the overall traveller experience in the coastal regions of Sri Lanka. By examining tourists' perceptions of service quality and weather condition's impact on guest night stays in Colombo and Galle coastal areas, this study contributes to existing literature on tourism in Sri Lanka. The results underscore the significance of sustainable practices and exceptional service in attracting visitors and fostering longer stays. Ultimately, these insights can aid in the formulation of effective plans to strengthen eco-friendly tourism and enhance Sri Lanka's appeal as a preferred destination for international travellers.Publication Open Access Social Media Referral Marketing and Consumer Engagement in Sri Lanka's Cosmetics Industry: Unravelling the Moderating Impact of Social Ties(SLIIT Business School, 2023-12-14) Rajapaksha, A; Sumanasinghe, D; Dharmasiri, T; Dasanayake, A; Jayasuriya, N; Jayasinghe, PThe aim of this research is to examine the influence of many variables, including brand, rewards, and celebrity endorsement, on consumer participation in social media referral marketing campaigns in the cosmetic sector. Furthermore, this study investigated the moderating effect of social ties on the influence of these factors on consumers' propensity to participate in referral marketing initiatives. A self-administered survey questionnaire was utilized to collect a total of 384 responses from individuals in Sri Lanka who utilize WhatsApp, Instagram, Facebook, and Linkedin. The researchers employed a convenience sampling strategy to choose the sample. The researchers conducted the final data analysis utilizing a structural equation model. The findings of this study indicate that the influence of brand and rewards on customer willingness to participate is greater compared to the impact of celebrity endorsement. Furthermore, based on the findings, it can be concluded that the presence of a social tie moderates only the impact of brand on customer willingness to participate, and it does not moderate the impact of rewards and celebrity endorsement on customer willingness to participate. This study corroborates certain findings from prior research while also presenting contradictory outcomes. Implications and suggestions for future research are discussed.Publication Open Access Factors Affecting Hybrid Learning Methods (Case study in One of the Leading Private Higher Education Institutes in Sri Lanka)(Emerald Publishing, 2022-12-01) Rathnayake, N; Jayasinghe, P; Dias, C; Jayamalki, A; Wickramasinghe, P; Sivaguru, RHybrid Learning (HL) become a major part of the learning style for the higher education sector in the Sri Lankan context. Hybrid learning allows for a part of the students to go to the course physically and simultaneously permitted the rest to connect the sessions utilizing video conferencing from different locations. The objective of this research study is to discover the factors affecting hybrid learning to enhance student outcome in the business faculty of one of the leading private higher education institutes in Sri Lanka. The researchers extracted the variables that affected the hybrid learners from the previous studies that investigated hybrid learning concepts. The purpose of the study was to assess the factors affecting for hybrid learning experience. The data for the study was gathered through 12 semi-structured interviews and the data were analysed by using thematic analysis. The results show that the factors affecting hybrid learning are somewhat higher than traditional techniques from the perspective of the students. In addition, based on the thematic analysis researchers have identified themes such as: learner attitudes, interactions, obstacles, and benefits of HL. Researchers determined the factors affecting hybrid learning in students' perceptions. The output of this study was helpful to recognize how students perceive the factors affecting Hybrid Learning with these significant themes in one of the leading private higher education institutes.