SAJTH 2023 http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/4091 2026-04-30T14:05:29Z 2026-04-30T14:05:29Z SAJTH http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/4099 2023-11-09T08:45:07Z 2023-08-01T00:00:00Z

Editorial Board SAJTH

2023-08-01T00:00:00Z SAJTH http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/4098 2023-11-09T08:29:02Z 2023-08-01T00:00:00Z

CONTENTS SAJTH

2023-08-01T00:00:00Z Gnanapala, W.K.A.C Malcolm, J.M. Cooper Dewasiri, N.J. Arachchi, R.S.S.W. http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/4097 2023-11-09T08:31:52Z 2023-08-01T00:00:00Z

Editorial Note Gnanapala, W.K.A.C; Malcolm, J.M. Cooper; Dewasiri, N.J.; Arachchi, R.S.S.W. It is with great pleasure that we introduce Volume 3, Issue 1 of the South Asian Journal of Tourism and Hospitality (SAJTH). As we navigate the ever-evolving landscape of the tourism and hospitality industry, we are excited to bring you a collection of insightful research and analysis that shines a light on the complexities and opportunities within the field. In a world profoundly shaped by the global COVID-19 pandemic, followed by its subsequent impact on the tourism industry in the region, South Asian nations have now largely reopened their borders, welcoming travelers from near and far. This is a welcome sight for a region that has felt the economic toll of closed borders, yet it's a shift that raises essential questions. The return of tourists is indeed a relief for many, but it comes with challenges and considerations, especially amidst the ongoing political and economic instability within the South Asian region and tourism’s impact on the natural environment. Moreover, technology continues to reshape the tourism and hospitality sector, offering new opportunities and challenges. With advancements in various sectors, we witness a transformation that will likely influence the future of tourism and hospitality in South Asia. In this volume, we explore these trends and innovations and their potential impact on the industry's future. As we delve into the contents of this issue, we invite you to join us in exploring the South Asian tourism and hospitality landscape. Our contributors have offered valuable insights and research on topics ranging from entrepreneurship motivations to the challenges faced by spa therapists, from destination image and travel intentions to the potential for Ayurvedic tourism, and even a review of a comprehensive book on marketing within the industry.

2023-08-01T00:00:00Z Handaragama, Saman http://repo.lib.sab.ac.lk:8080/xmlui/handle/susl/4096 2023-11-09T08:34:09Z 2023-08-01T00:00:00Z

Gender and Sub-Sector Differences in Motivation in Starting up Small-scale Enterprises in the Tourism Industry of Sri Lanka Handaragama, Saman This study explores gender and sub-sector differences in motivation in starting up small-scale enterprises in the tourism industry of Sri Lanka. The researcher collected data from small-scale tourism entrepreneurs in the Hikkaduwa Urban Council (HUC) of Galle District, Sri Lanka. The researcher employed a mixed approach using a semi-structured questionnaire (195 women and 195 men entrepreneurs), key informant interviews (25), non-participant observations, and in-depth interviews (24). Three major sectors, namely accommodation, food and beverage, and tourism-affiliated retail services, were selected for this study. Secondary information was primarily collected from the literature on gender studies and relevant documents of small-scale enterprises. The stratified and purposive sampling methods were employed, and the data were analyzed quantitatively and qualitatively. There are significant differences found between men and women in terms of sub-sector differences in motivation in starting up small-scale enterprises in the tourism industry of Sri Lanka. The main motive for many women to participate in entrepreneurial activities was earning income. A sector difference was noted here, and women entrepreneurs’ involvement in household income is higher than that of male entrepreneurs. Without other primary income sources, the main motivating factor in the food and beverages and tourism-affiliated services sub-sectors is the income factor. However, most women entrepreneurs in the accommodation sub-sector were motivated to engage in small-scale businesses due to being in the tourism zone, though percentage-wise, their proportion is less than men.

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