Pradeep Randiwela, Vindana Hewage

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  • 7/24/2019 Pradeep Randiwela, Vindana Hewage

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    2012 Cambridge Business & Economics Conference ISBN : 9780974211428

    ENHANCING AVIATION SERVICES FOR TOURISM DEVELOPMENT IN

    SRI LANKA

    Pradeep Randiwela1

    p_randiwela@yahoo.co.uk

    Faculty of Management and Finance

    University of olom!o

    "ri #anka

    $indana %ewage$indana.fgs@gmail.com

    &irport and &viation "ervices '"ri #anka( #td

    )andaranaike *nternational &irport

    olom!o + "ri #anka

    1Pradeep Randiwela is a "enior #ecturer, in Marketing, former -ean Faculty of Managementand Finance, University of olom!o. /inner of the )est Professor of Marketing M0 &sia,)est )e "chool&ward 212.

    1 3 P a g eJune 2728! 2012Cambridge! "#

    mailto:p_randiwela@yahoo.co.ukmailto:Vindana.fgs@gmail.commailto:p_randiwela@yahoo.co.ukmailto:Vindana.fgs@gmail.com
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    2012 Cambridge Business & Economics Conference ISBN : 9780974211428

    Abstract

    $%e or'd $ourism indus(r) %as emerged as one of (%e fas(es( groing sing'e indus(ries in (%e

    or'd* +( ,resen(! g'oba' (ourism indus(r) re,resen(s around 11- of (%e or'd.s /! around 8-

    of g'oba' em,'o)men( and around 9- of (%e g'oba' ages* I( is a'so (%e 'arges( sing'e

    em,'o)men( genera(or of (%e or'd econom) (oda)* $%ere is a s(raig%( and significan(

    re'a(ions%i, of $ourism i(% (%e +ia(ion Serices in (%e business arena*

    3i(% (%e ne Sri an5an enironmen(! af(er ending (o decades o'd cii' unres(6ar!

    o,,or(uni(ies are o,ened (o ca,i(a'ie on (ourism as Sri an5an des(ina(ion is uniue and sa'ien(*

    +ia(ion serices ,'a) a i(a' ro'e among o(%er serices in (%e (ourism indus(r) (%roug%ou( (%e

    or'd* ence! (%e main obec(ie of (%is s(ud) is (o find ou( c%a''enges confron(ed i(% reuired

    +ia(ionSerice 'ee' (o 'eerage $ourism Indus(r) in Sri an5a* In (%is s(ud)! eig%( ;08< maor

    de(erminan(s %ae been iden(ified %ic% are unified i(% +ia(ion Serices and (%e $ourism

    indus(r) direc(')* $%ese fac(ors %ae been cons(i(u(ed in(o (%e conce,(ua' frameor5! and (%ose

    fac(ors are ana')ed under (%e (%ree maor diisions suc% as: a< Socio'ogica' - Enironmen(a'

    Im,ac(s6uman =esources >anagemen(6+((i(udes! b< ?inancia' - $ec%no'og)6 $raining &

    ee'o,men(s6 E@,er(s! and! c< Economica'- o'icies6 Budge(ar) =esources*

    Sure) da(a ga(%ered using a ues(ionnaire su,,'emen(ed i(% inde,(% in(eries as a dominan(

    researc% s(ra(eg)* $%e maor de(erminan( %as been ana')ed em,'o)ing >u'(iCri(eria +na')sis

    ;>C+< and (%is as su,,'emen(ed i(% descri,(ie s(a(is(ics (o iden(if) (%e re'iabi'i() of (%em in

    accordance i(% (%e 'imi(a(ions of (%e se'ec(ed sam,'e* B) com,aring (%e be''s%a,ed Norma'

    dis(ribu(ion i(% (%e #ur(osis dis(ribu(ion gra,% of co''ec(ed da(a! i( as found (%a( (%e re'iabi'i()

    of Socio'ogica' drabac5s are i(% grea(es( significance (%an o(%er (o diisions ca''ed

    ?inancia' and Economica'* ence! for (%e dee'o,men( of +ia(ion serices in Sri an5an

    con(e@( socio'ogica' re'a(ed c%a''enges s%ou'd be em,%asied and addressed i(% ,riori()*

    #e) ords: +ia(ion6+ir'ine Serices! $ourism ee'o,men(s! C%a''enges! uman resources!>anagemen( a((i(ude*

    3 P a g eJune 2728! 2012Cambridge! "#

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    2012 Cambridge Business & Economics Conference ISBN : 9780974211428

    Introducton

    $%e or'd $ourism indus(r) %as emerged as one of (%e fas(es( groing sing'e indus(ries in (%e

    or'd* +( ,resen(! g'oba' (ourism indus(r) re,resen(s around 11- of (%e or'd.s /! around 8-

    of g'oba' em,'o)men( and around 9- of (%e g'oba' ages* I( is a'so (%e 'arges( sing'e

    em,'o)men( genera(or of (%e or'd econom) (oda)* $%ere is a s(raig%( and significan(

    re'a(ions%i, of $ourism i(% (%e +ia(ion Serices in (%e business arena*

    3i(% (%e ne Sri an5an enironmen(! af(er ending (o decades o'd cii' unres(6ar!

    o,,or(uni(ies are o,ened (o ca,i(a'ie on (ourism as Sri an5an des(ina(ion is uniue and sa'ien(*

    +ia(ion serices ,'a) a i(a' ro'e among o(%er serices in (%e (ourism indus(r) (%roug%ou( (%e

    or'd* ence! (%e main obec(ie of (%is s(ud) is (o find ou( c%a''enges confron(ed i(% reuired

    +ia(ionSerice 'ee' (o 'eerage $ourism Indus(r) in Sri an5a*

    Ob!"ct#"s o$ t%" Stud&

    $%e obec(ies of (%is s(ud) are (o fo'ds:

    (o find ou( (%e drabac5s (%a( affec( +ia(ion Serices in order (o en%ance $ourism Indus(r) in Sri

    an5a*

    (o iden(if) (%e cri(ica' success fac(ors of +ia(ion Serices for $ourism Indus(r) in Sri an5a*

    D"s'n o$ t%" Stud&

    I( as dee'o,ed a conce,(ua' frameor5 (%a( ref'ec(s (%e broad s(ud) ,arame(ers and e'abora(ed

    (%e sco,e of eac% ,arame(er* Based on (%e conce,(ua' frameor5! and (%en dee'o,ed an o,en

    ended ues(ionnaire main') for eac% ca(egor) of res,onden(s* B) co''ec(ing (%e ,rimar) and (%e

    secondar) da(a (o be s)nc%ronied i(% (%e conce,(ua' frameor5 of (%e s(ud)! (%e ana')ed (o

    be im,'emen(ed b) se'ec(ing a ,ro,er me(%ods according (o (%e scenarioIn (%is s(ud)! eig%( ;08anagemen(6+((i(udes! b< ?inancia' -

    $ec%no'og)6 $raining & ee'o,men(s6 E@,er(s! c< Economica' - o'icies6 Budge(ar)

    =esources*

    4 3 P a g eJune 2728! 2012Cambridge! "#

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    2012 Cambridge Business & Economics Conference ISBN : 9780974211428

    F'ur" () Conc"*tua+ Fra,"or.

    M"t%odo+o'&

    $%e s(ud) as ,rimari') an in(erieing researc% ini(ia(ie! inc'uding 'i(era(ure and 'egis'a(ie

    reie and e@amina(ion of In(erne( =esources* In (%e researc% (ears main') used ua'i(a(ie

    ues(ionnaires (o co''ec( informa(ion direc(')A some in(eries ere conduc(ed in ,erson %i'e

    o(%ers ere com,'e(ed b) (e'e,%one* $%e researc% s(e,s inc'uded:

    Development of Conceptual Framework & Questionnaires: (%e researc% (ears dee'o,ed a

    conce,(ua' frameor5 (%a( ref'ec(ed (%e broad s(ud) ,arame(ers and e'abora(ed (%e sco,e of

    eac% ,arame(er* Based on (%e Conce,(ua' frame or5! (%e (ears (%en dee'o,ed o,enended

    ues(ionnaires for eac% ca(egor) of res,onden(s*

    5 3 P a g eJune 2728! 2012Cambridge! "#

    A#aton S"r#c"s

    D"#"+o*,"nts

    Technology

    Training &

    Developme

    nts

    HRMAttitudes

    Experts

    Environmenta

    l

    Impacts

    Budgetary

    Resources

    Policies

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    2012 Cambridge Business & Economics Conference ISBN : 9780974211428

    Identification of key informants: (%e s(ud) s(a5e%o'ders %ae been iden(ified and cau(eried

    (%em! and iden(ified ,o(en(ia' res,onden(s b) s(a5e%o'der ca(egor) in eac% diision:

    Socio'ogica'! ?inancia'! and Economica'*

    Data Collection: #e) informan( in(eries ere conduc(ed in eac% diision of se'ec(ed

    +ia(ion Serices ,roiders on se'ec(ed e'emen(s of (%e s(ud)* $%e researc% ,ersonne'

    co''ec(ed da(a using (%e ues(ionnaires* Sam,'e as 20 em,'o)ees ;no( be'o (%e Junior

    E@ecu(ie 'ee's< of +ia(ion6$ourism re'a(ed en(i(ies* $%e researc% ,ersonne' co''ec(ed and

    reieed 'egis'a(ie documen(s and im,'emen(a(ion re,or(s* $%e researc% ,ersonne' a'so

    searc%ed (%e In(erne( and reieed and ana')ed a'' informa(ion i(*

    Data Analysis:$%e researc% ,ersonne' ana')ed (%e informa(ion i( co''ec(ed from (%e aboe

    'is(ed sourcesA in (%ree diisions and (o be iden(ified (%e mos( cri(ica' fac(or for (%e

    dee'o,men( of aia(ion indus(r) in Sri an5an con(e@(*

    Multi-Criteria Analysis(MCA: (%is me(%od %as been used (o ,roide an unders(anding of (%e

    drabac5s %ic% are under(a5en %en im,'emen(ing (%e dee'o,men(s or en%ancing (%e

    +ia(ion indus(r) in Sri an5a* $%e >C+ incor,ora(es socio'ogica'! financia'! economic

    ana')sis*

    !corin" Criteria:$%e >C+ is based on feedbac5 receied from (%e designed ues(ionnaire

    from (%e se'ec(ed sam,'e* + ua'i(a(ie score is assigned! de,ending on (%e im,ac( of aia(ion

    dee'o,men(s on eac% cri(erion measured re'a(ie (o (%e base case*

    In (%e ues(ionnaire! a #ne"ative$ score mig%( be assigned if (%e im,ac( is

    nega(ie6undesirab'e6,oor com,ared (o (%e base caseA a score of !re,resen(s no im,ac(! and a

    "positive#score re,resen(s a ,osi(ie6desirab'e6good im,ac(* ?or (%e ,ur,ose of (%is ana')sis! a

    scoring s)s(em of 4 (o 4 %as been used (o measure (%e im,ac( of aia(ion dee'o,men(s*

    6 3 P a g eJune 2728! 2012Cambridge! "#

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    2012 Cambridge Business & Economics Conference ISBN : 9780974211428

    Tab+" () Scorn' Sca+" $or Ass"ss,"nt o$ O*tons

    Scor" E/*+anaton

    01 Der) muc% be((er

    02 >uc% be((er

    03 >odera(e') be((er

    0( + 'i(('e be((er

    4 No c%ange

    -( + 'i(('e orse

    -3 >odera(e') orse

    -2 >uc% orse

    -1 Der) muc% orse

    LITERATURE REVIE5

    $%e reie of e@is(ing em,irica' s(udies is diided in (o four ca(agories*$%e firs( se( re'a(ed (o (%e

    re'a(ions%i, be(een (ourism and economic gro(%* Ne@(A em,irica' s(udies on (%e im,ac( of

    (ourism reform on (%e e@,or( of (ourism are ou('ined fea(uring (%e (ourism e@,or(s ne@us* $%e

    (%ird se( of em,irica' s(udies focus on (%e aia(iongro(% re'a(ions%i,* ?ina'')! some ,reious

    ana')sis re'a(ed (o aia(ion reforms are no(ed %ig%'ig%(ing (%e im,ac( of air'ine ,ria(ia(ion and

    'ibera'ia(ion*

    >an) em,irica' eidences on (%e re'a(ions%i, be(een Tourism and Economic $ro%th %ae

    emerged in (%e recen( ,eriod* ?orA ins(ance %! ;200F< 'oo5s in (o (%e casua' re'a(ions%i, be(een

    (ourism gro(%