http://drr.vau.ac.lk/handle/123456789/1533 Undergraduate Research Symposium on Marketing Fri, 10 Jul 2026 22:34:31 GMT 2026-07-10T22:34:31Z http://drr.vau.ac.lk/handle/123456789/2140 The Influence of Search Engine Optimization on Consumer Decision-Making in E-Commerce in the Hotel Sector in Matara District, Sri Lanka Samarakoon, J.C.; Sivanenthira, S. This study examines the influence of Search Engine Optimization (SEO) on consumer decision-making in the e-commerce hotel sector in the Matara District, Sri Lanka. The study concentrates on three important dimensions of SEO, on-page SEO, off-page SEO, and technical SEO, and examines their impact on consumers’ hotel booking decisions. A quantitative research design was adopted using a structured questionnaire distributed to 150 respondents and after screening 140 respondents who had prior experience in online hotel booking was selected. Data were analysed using SPSS software, which involved descriptive statistics, reliability analysis, Pearson correlation and multiple regression analysis. The results indicate that the three dimensions of SEO have a strong positive influence on consumer decision-making, with technical SEO being the most important predictor, then on-page SEO and off-page SEO. The findings also confirm that consumers value the usability of websites, online reviews and relevance of the content highly when making hotel booking decisions. The research is based on the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) that assist in explaining the influence of digital marketing factors on consumer behaviour in online settings. The study has added to the current literature by offering empirical data in the context of a developing country and has offered practical implications to hotel managers and digital marketers to improve their SEO strategies to increase online presence and customer interaction. In general, this study shows that SEO is a very important factor in the development of contemporary consumer behaviour in the hospitality sector. Thu, 01 Jan 2026 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2140 2026-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2139 The Impact of Instagram Travel Influencers’ Credibility on Destination Choice among Young Travelers in Kalutara District, Sri Lanka Peiris, T.C.K.; Weerasinghe, K.P.W.D.R. This study investigates the impact of Instagram travel influencers' credibility on the destination choice of young travelers in the Kalutara District of Sri Lanka. Grounded in Source Credibility Theory, four dimensions of influencer credibility were examined as independent variables: influencer trustworthiness, visual appeal of content, perceived authenticity, and social proof. The dependent variable was the destination choice of young travelers. A quantitative, descriptive research design was employed using a structured questionnaire distributed to a convenience sample of 200 young Instagram users aged 18–30 in the Kalutara District. Data were analyzed using reliability analysis and multiple regression analysis via SPSS 25.0. The reliability analysis confirmed strong internal consistency for all scales. Multiple regression analysis revealed that the four credibility dimensions collectively explained 83.8% of the variance in destination choice. Perceived authenticity emerged as the strongest predictor, followed by influencer trustworthiness, social proof, and visual appeal of content. All five hypotheses were supported, confirming that Instagram travel influencer credibility has a significant positive impact on destination choice. The findings offer practical implications for tourism marketers, policymakers, and local businesses in less promoted destinations such as the Kalutara District, highlighting the need to prioritize authentic and trustworthy influencer partnerships in digital marketing strategies. Thu, 01 Jan 2026 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2139 2026-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2138 The Factors influencing Tourists’ Revisit Intention in the Hospitality and Tourism Industry in Sri Lanka Navarathinarasa, S.; Dushyenthan, T. Tourism plays a significant role in the economic development of Sri Lanka, with emerging destinations such as Jaffna District gaining increasing attention due to their unique cultural heritage, historical significance, and natural attractions. However, despite the growth in first time visitors, the rate of repeat visitation remains relatively low, highlighting the importance of understanding the factors that influence tourists’ revisit intentions. This study aims to examine the key determinants affecting tourists’ intention to revisit tourism destinations in Jaffna District. The research focuses on five main independent variables, such as service quality, tourist satisfaction, destination image, cultural and recreational experiences, and value for money and accessibility, while revisit intention is considered the dependent variable. A quantitative research design will be employed, using a structured questionnaire to collect data from tourists who have visited Jaffna. The collected data will be analyzed using statistical techniques such as descriptive analysis, correlation, and multiple regression to identify relationships and measure the impact of each factor on revisit intention. The study is grounded in established theoretical frameworks, including Expectancy-Disconfirmation Theory, SERVQUAL Model, and Destination Image Theory, to provide a comprehensive understanding of tourist behavior. The findings are expected to contribute to the existing body of knowledge by offering insights into a relatively under-researched region in Sri Lanka. Furthermore, the results will provide practical implications for tourism planners, policymakers, and local businesses in enhancing tourist experiences, improving service quality, and developing effective marketing strategies to encourage repeat visits. Overall, this research seeks to support the sustainable development of tourism in Jaffna District by identifying the critical factors that drive tourists’ loyalty and revisit behavior. Thu, 01 Jan 2026 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2138 2026-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2137 Factors affecting Tourists' Satisfaction in Badulla District, Sri Lanka Dissanayaka, D.M.C.J.; Sivanenthira, S. Tourists' satisfaction is a complex phenomenon that has been widely researched in the field of tourism. The study results indicate that all five independent variables; accommodation quality, tourist attractions, service quality, safety and security, and infrastructure and accessibility play an important role in determining tourists' satisfaction. Employing a quantitative research design, information was gathered from 267 tourists via a questionnaire, and relationships between variables were examined. The study found that accommodation quality is the most significant factor, suggesting that comfort, cleanliness and the overall accommodation experience are important to tourists. The findings also suggest that tourists perceive all the factors positively, with the mean values hovering around the "agree" category, suggesting a relatively high level of satisfaction among tourists visiting the Badulla District. Yet, differences in service provision and infrastructure indicate that improvements can be made to increase the satisfaction of tourists. In conclusion, the study finds that tourists' satisfaction in the Badulla District is a result of various experiential, service and infrastructural factors. In particular, accommodation quality and tourist attractions are the most influential factors, whereas improvements in service quality, safety and security, and infrastructure and accessibility can further enhance destination satisfaction and competitiveness. Thu, 01 Jan 2026 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2137 2026-01-01T00:00:00Z