University of Sri Jayewardenepura: Journals & Proceedings
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The Impact of Experiential Marketing on Revisit Intention with Special Reference to Franchised Fast-Food Restaurants in Western Province, Sri Lanka: Examining the Mediating Effect of Experiential Emotional Value
Get PDFPurpose: In the competitive fast-food industry of Sri Lanka, particularly in the Western Province, franchised fast-food restaurants adopt diverse techniques to enhance customer revisit intentions. This study investigates the influence of experiential marketing on revisit intentions, with experiential emotional value as a mediating factor.
Design/methodology/approach: A quantitative research strategy was employed, using an online survey to collect data from 379 respondents in the Western Province, selected through a convenience sampling method. The data were analyzed using SPSS version 26.
Findings: The results indicate that experiential emotional value positively and significantly impacts revisit intention. Additionally, experiential marketing positively influences both experiential emotional value and revisit intention. Furthermore, experiential emotional value mediates the relationship between experiential marketing and revisit intention.
Originality: This research contributes to understanding how experiential marketing and emotional value can drive revisit intentions in Sri Lanka's fast-food sector, addressing a gap in the existing literature.
Implications: The findings offer valuable insights for marketers, emphasizing the importance of creating enriching customer experiences to enhance revisit intentions. Experiential emotional value emerges as a critical mediator, guiding fast-food restaurants in crafting impactful marketing strategies
Exploring Plant Growth Promoting Salt-Tolerant Microorganisms Associated with Salicornia brachiata
No full textSalicornia brachiata, a halophyte native to the regions extending from the Indian subcontinent to Myanmar. It is well established in salt marshes along the Northwest and Southeast coastlines of Sri Lanka. This plant stabilizes coastal ecosystems and hosts a rich diversity of salt-tolerant microorganisms, including endophytic and rhizosphere bacteria and fungi. These microbes are vital for the plant’s growth under saline stress, aiding in nutrient uptake, growth promotion, and overall ecosystem resilience. Therefore, the aims of this study were to isolate salt-tolerant root endophytic and rhizosphere microorganisms and to explore the plant growth promoting microbial diversity associated with S. brachiata. Rhizosphere soil and root samples of S. brachiata were collected from Karative, along transects perpendicular to the shoreline. The samples were initially cultured on marine agar for isolation of the rhizosphere and root endophytic bacteria, on PDA amended with 20 g/L NaCl for rhizosphere fungi, and Hagem minimal medium for root endophytic fungi. A total of 73 morphologically distinct bacteria and fungi were subcultured on 20 g/L NaCl salt-amended nutrient agar and PDA plates, respectively. Pure cultures were tested for their growth-promoting abilities, including phosphate solubilization on Pikovskaya’s agar containing 0.5% Ca₃(PO₄)2, Indole-3-acetic acid (IAA) production using Salkowski’s reagent, and biofilm formation using crystal violet assay in a microtiter plate. Molecular identification of potential endophytic bacterial and fungal isolates was performed by comparing their ITS and 16S rDNA sequences using BLASTn. Aspergillus sp., Aureobasidium sp., Geotrichum candidum, Proteus mirabilis, and Stagonosporopsis cucurbitacearum, produced IAA concentrations ranging from 5.72±0.24 μg/mL to 32.41±0.96 μg/mL. One-way ANOVA indicated significant differences (p < 0.05) in IAA concentrations among the endophytic isolates, with Proteus mirabilis exhibiting the highest concentration. Aspergillus sp., Meyerozyma sp., Talaromyces sp., and Virgibacillus sp. were among the best phosphate solubilizers. Brevibacterium sp. exhibited the highest biofilm formation (OD600=0.3754± 0.028) among the endophytic bacterial isolates, and it is significantly different (p<0.05) from all other isolates. In conclusion, these findings underscore the vital role of microbial communities in plant growth and resilience of S. brachiata, a vulnerable salt marsh species in the coastal line. Conserving these microbial communities is essential for ensuring the long-term sustainability of Sri Lanka’s coastal biodiversity.
Keywords: Salicornia brachiata, Plant growth-promoting microorganisms, Salt-tolerant, Rhizosphere, Endophyte
Antioxidant and Sun Protection Capacity of Ceylon Black Tea Brew Based on Tea Grades and Manufacturing Technique
Get PDFSri Lankan-produced Ceylon black tea is well-known for its superior leaves and intense flavour. Ceylon black tea has been a recent interest for value-added products such as food/beverages and even cosmetics. However, the extraction of important bio chemicals with their bioactivities can be different among tea grades and their manufacturing process. The traditional orthodox technique involves hand-plucking, withering, rolling, and oxidation. The intense machinery process starts with pre-conditioning in a rotor vane followed by processing in the main Crush Tear Curl (CTC) tea machine. The study included six Ceylon black tea grades sourced from Sri Lanka’s high-grown agro-climacteric elevations, each manufactured in two major techniques: orthodox and rotorvane-CTC (Broken Orange Pekoe (BOP), Broken Orange Pekoe Fanning’s 1 (BOPF), Broken Orange Pekoe Special (BOPsp), Fanning’s 1 (FNGS), Dust (D) and Dust 1 (D1)). Black Tea Brew (BTB) of each grade was tested for antioxidant potential: Total Phenol Content (TPC) as Gallic Acid Equivalent (GAE), Total Flavonoid Content (TFC) as Rutin Equivalent (RE), and DPPH free-radical scavenging percentage (DPPHfrs%) followed by in-vitro Sun Protection Factor (SPF). The TPC, TFC, DPPHfrs%, and SPF of black tea grades in the rotorvane-CTC technique ranged from 0.670 g/L to 1.011 g/L, 0.503 g/L to 0.692 g/L, 44.762% to 66.219% and 31 to 40 respectively. The black tea grades in the orthodox technique showed TPC, TFC, DPPHfrs%, and SPF values ranging from 0.792 g/L to 1.299 g/L, 0.385 g/L to 0.777 g/L, 60.784% to 71.821% and 29 to 44 respectively. The highest TPC, TFC, and SPF were observed in dust grade manufactured in orthodox technique. Further, the highest DPPHfrs% was observed in BOPsp grade in the orthodox technique. The carefully handled steps during the traditional method preserve more of the natural antioxidants of tea while the dust range produces finer particles facilitating better brewing. Ceylon black tea has antioxidant and sun protection capacities that can be beneficial for both gut and skin health hence possesses the potential for innovative products such as beverages, beauty teas, and cosmetics. The high bioactivity of the Ceylon black tea dust range, specifically manufactured in traditional orthodox technique, provides an economical opportunity for value-added production that can be introduced to the global market. The current study emphasizes the importance of considering the manufacturing technique of tea grades when incorporating them into value-added beverages or cosmetics to yield highly efficient extraction of different biochemicals and bioactivities as per the requirement of the end product.
Keywords: Ceylon black tea, Orthodox tea, Rotorvane CTC tea, Antioxidant capacity, Sun protection facto
Prediction of Factors Affecting the Recovery of Harvested Mangrove Species in Rekawa Lagoon, Sri Lanka; Lumnitzera racemosa and Exocaria agallocha
No full textIn the Rekawa Lagoon, Sri Lanka, the mangrove ecosystem is under huge pressure due to anthropogenic activities, especially the cutting of mangrove species for various reasons. This study investigated the factors influencing the recovery and regeneration of cut mangrove species, with a specific focus on Lumnitzera racemosa and Excoecaria agallocha, those were not analyzed by past studies. Some of the species recorded during the study were Bruguiera sp., Rhizophora sp., Avicennia sp., Aegiceras sp., Excoecaria sp., and Lumnitzera sp. However, this study obtained sufficient data only for L. racemosa and E. agallocha. The collection of data focused mainly on tree-specific parameters in order to minimize the effect of external environmental factors. The present analysis showed that the Rhizophora mucronata did not recover after being cut, while E. agallocha showed 100% recovery with all small and bigger trees sprouting new shoots. It simply indicates that this species has immense potential for regeneration after cutting. On the other hand, other species failed to show clear patterns of recovery and subsequent regeneration, as in the case of E. agallocha. Measurements were obtained for diameters at breast height (DBH), number of regenerated shoots, whether the cut stem is above or below DBH, total height of the regenerated shoots, and the height of the cut stem. Binary logistic regression analysis was used to determine the relationship of these factors with the recovery and regeneration of the species. No significant relationship (p>0.05) between recovery and all the measured factors was detected. However, the different pattern appeared for the Lumnitzera racemosa population, where smaller trees of DBH<7 cm had 100% recovery with regenerated shoots, while larger trees with DBH more than 7 cm could not produce any regenerated shoots after being cut and subsequently died. This reflects that the potential for recovery is higher for smaller trees. Whereas no measured variable revealed a significant relation with recovery across the different species, tree size was selected as the main factor of variation in regeneration success in L. racemosa. These results highlight the fact that consideration of tree size, recovery, regeneration patterns of tree species, and abundance of relevant species is important in the management of cut mangrove species for conservation and restoration purposes. It is recommended that further research be done in unearthing other components that could be of help in the recovery process for other mangrove species that have the potential to regenerate.
Keywords: Recovery and regeneration, Mangrove cutting, Exocaria agallocha, Lumnitzera racemosa, Rekawa lagoo
Habitat Factors Influencing the Distribution of Herpestidae Species in Kumana National Park, Sri Lanka
No full textFour mongoose species (Mammalia: Herpestidae) are present in Sri Lanka: Brown mongoose (Urva fuscus), Grey mongoose (Urva edwardsii), Stripe-necked mongoose (Urva vitticollis), and Ruddy mongoose (Urva smithii). This study focused on identifying habitat variables that affect the occupancy of these mongoose species in Kumana National Park (KNP). We conducted a camera trap survey using 13 camera trap stations throughout KNP, with each station considered a sampling point for collecting data on species presence/absence and associated habitat variables. These habitat variables include a range of biotic and abiotic factors that serve as covariates influencing mammal occupancy at specific locations. These covariates include canopy cover, litter depth, Euclidean distance to water body and recreational road. Occupancy analysis was performed using the likelihood method, with binary values indicating detection histories; ‘1’ represented presence, and ‘0’ represented absence. Each 30-day survey was divided into two 15-day sampling periods totaling up to 19 sampling periods. Occupancy was analyzed with PRESENCE version 2.13.47 software, and habitat preference for each species was determined based on average occupancy probability. Throughout the study, all four mongoose species were recorded in KNP. However, only the Brown mongoose, Stripe-necked mongoose, and Ruddy mongoose were detected by camera traps. Grey mongoose was only observed via direct observations. According to the study, the average occupancy probability values for the Brown mongoose, Stripe-necked mongoose, and Ruddy mongoose were 0.33, 0.71, and 0.92, respectively. The highest occupancy probabilities for the Brown mongoose and Stripe-necked mongoose were recorded in dry mixed evergreen forests, with values of 0.37 and 0.79, respectively. In contrast, the Ruddy mongoose showed its highest occupancy in tropical thorn forests, with an occupancy probability of 0.99. Litter depth negatively affected the occupancy of Brown mongoose while the Euclidean distance to the nearest waterbody negatively affected the occupancy probability of Brown mongoose. Ruddy mongoose occupancy was positively correlated with the euclidean distance to recreational roads, and the presence of small nocturnal mammals positively influenced the occupancy of both the Brown mongoose and Stripe-necked mongoose in KNP. These results offer useful information on the habitat preferences and environmental factors influencing mongoose presence in KNP. This helps in better understanding the ecological roles and conservation needs of mongoose species in Sri Lanka. Such information is important for creating focused management plans to protect mongoose habitats and support biodiversity in the park.
Keywords: Camera trapping, Hepestidae, Occupanc
Industrial Sour Orange (Citrus aurantium) Waste Peels as a Source of Essential Oil: Extraction and Utilization in Food Industry
No full textFruit peel waste represents a significant portion of agricultural by-products generated during food processing and consumption. The citrus fruit peels are rich in essential oils, which have valuable applications in various industries like food, pharmaceutical, cosmetics, and cleaning. Extracting essential oils from orange peels waste not only provides economic benefits but also promotes sustainable waste management. The sour orange (Citrus aurantium) peels are known to be rich in essential oil but considered as a waste product. Therefore, this research study was conducted to extract essential oil from waste sour orange peels using steam distillation and to evaluate its physico-chemical characteristics. The essential oil was extracted by Kjeldahl apparatus using four different treatments. The extraction using distilled water (T1) as Control and others were carried out by 3% (T2), 5% (T3), and 7% (T4) NaHCO3 solutions. The oil and water phase were separated in a 250ml separating funnel with n-hexane. The extracted essential oil was stored for 4 months under normal atmospheric conditions (30°C and 75-80% RH). The physico-chemical characteristics such as density, specific gravity, yield % and pH were analyzed using Standard AOAC methods after extraction and during storage. Sensory evaluation on color and odor was conducted using 30 semi-trained panelists. The results indicated that the T3 treatment with 5% of NaHCO3 was found to be the best considering the density 0.91g/cm3, specific gravity 0.83, yield of 3.15% (w/w), and the pH of 6.57. Non-significant differences were observed in these quality parameters with other treatments. Results revealed that, using 5% NaHCO3 solution for essential oil extraction from sour orange peel resulted in a higher oil yield compared with distilled water. The extracted oil has a distinct pale yellowish color with a fresh and tangy odor. The treatment T3 exhibited that the oil had a distinct color and odor even at the end of the storage period. The pH value of the essential oil was the highest in the T4 treatment and may be due to the pH of the extracted solution used. Microbial studies were carried out at the end of 4 months of storage and the products were free from microbial activities and contamination. Based on the yield %, quality characteristics and microbial stability, the essential oil extraction using 5% NaHCO3 was found to be the best treatments, and the oil could be used for 4 months without any significant changes in the quality characteristics.
Keywords: Essential oil, Physico-chemical characteristics, Sour orange peels, Steam distillation, Waste managemen
Removal of Rhodamine B and Methyl Violet Dyes by Jack Sawdust Activated Carbon- Simultaneous Analysis by the First-Order Derivative Spectra Method
No full textRhodamine B and methyl violet are common targets in developing new methods for dye removal from contaminated water sources, due to their widespread use and potential environmental and health hazards. This study investigated the potential use of activated carbon derived from Jack sawdust (Artocarpus heterophyllus) to remove rhodamine B and methyl violet in a two-dye system as a sustainable and low-cost method for waste utilization. The activated carbon was prepared using Jack sawdust according to the selected best production conditions, considering particle size, carbonization temperature, and carbonization time. The prepared activated carbon was characterized using proximate analysis, FTIR, SEM, and BET analysis. The optimum conditions for the adsorption onto Jack sawdust-activated carbon (JSAC) were studied using batch adsorption experiments. The first-order derivative method was used for the simultaneous analysis of the residual concentration of each dye by overcoming the spectral overlapping. The best-activated carbon production conditions selected according to the iodine number were thirty minutes of carbonization at 400º C with 106 µm particle size. The BET surface area of JSAC was determined to be 1119.78 m2 g-1. The dye adsorption capacity of JSAC was evaluated for 0.50 g/L of adsorbent dose in 100.00 mL of 200 ppm dye solution at 30º C for 2 hours contact time, after its adsorption capacity reached equilibrium. For a single dye system, 87.24±1.02% removal of rhodamine B and 97.06±0.39% removal of methyl violet were observed whereas for the two-dye system containing both rhodamine B and methyl violet, 66.96% removal of rhodamine B and 37.22±4.8% removal of methyl violet were observed due to the competitive adsorption effect in the multi-component system. The observed results indicate that JSAC exhibits selective adsorption behavior, with a greater affinity for rhodamine B in mixed dye systems compared to methyl violet. The First-order derivative spectra method is a good method to evaluate the remaining concentration of each dye after adsorption without previous separation. The significant removal of rhodamine B and methyl violet indicates the potential of JSAC as a low-cost and efficient adsorbent for dye removal applications.
Keywords: first order derivative spectra method, Jack sawdust, methyl violet, rhodamine B, simultaneous analysis 
Comparative Analysis of Pre-Sowing Seed Treatments on Germination and Growth Metrics of Santalum album L.
Get PDFThe natural populations of Indian sandalwood (Santalum album L.) have drastically declined over the past three decades due to overexploitation. One of the major challenges in raising sandalwood seedlings in nurseries and establishing plantations is the species poor and staggered germination. We examined the effects of seed collection timing, location and pre-sowing seed treatments on the germination, growth and biomass of Santalum album L. seedlings in nursery conditions. Seeds were collected from three separate locations: Jawalaji (Kangra), Dholra (Bilaspur) and Dhaulakuan (Sirmour) between October 2020 and April 2021. Ten different pre-sowing treatments were tested, including control, hot water, acid scarification, hormone treatments and organic solutions. The results indicated that seeds treated with Gibberellin 500 ppm (T8) exhibited the highest germination percentage (56.85%), germination capacity (68.15%), total seedling length (69.44 cm) and premier dry biomass (4.27g). Additionally, organic treatments such as Cow Urine (T9) and Beejaamrit (T10) also enhanced germination and biomass production (4.23g and 3.77g). The germination performance of seeds collected in September and October was superior to that of seeds collected in March and April. These results highlight the need of pre-sowing treatments and seed collecting timing optimization for better nursery propagation of Santalum album L.
Keywords: Santalum album, Pre-sowing treatments, Germination behavior, Growth of the seedling, Biomass of the seedling
Abundance of the Plastic Debris in Accelerated Natural Regeneration of Mangroves Site in Anawilundawa and Periphery
No full textThe Accelerated Natural Regeneration of Mangroves (ANRM) site in Anawilundawa Sanctuary is exposed to various anthropogenic impacts from domestic and industrial sectors, directly or indirectly. Recognizing these concerns, the present study aimed to assess the physico-chemical parameters of water and determine the contamination status of macro and microplastics in water and sediment of the ANRM and its periphery. Water and sediment samples were collected in three sampling times in the period of October to December 2022 from canals within ANRM site, and its feeding canals: paddy field outlet, shrimp farm outlets and Dutch canal. Temperature, salinity, conductivity, and pH were measured in-situ by multiparameter (HACH HQ2200) and the nitrate and phosphate were measured following standard APHA protocols. The status of macro litter was calculated following OSPAR marine protocol. Microplastics in water and sediment were extracted by organic matter digestion by 30% H2O2 and 10% KOH followed by density separation (saturated solutions of NaCl and Nal, respectively). The extracted microplastics were identified and characterized by stereomicroscope and FT-IR-ATR analysis. During the study period, the highest total nitrate was recorded from shrimp farm outflow (0.13± 0.00 - 0.38±0.01 mgL-l) and the highest total phosphate concentration was recorded from the restoration site (0.33±0.01 - 0.55±0.01 mgL-l), respectively. The highest total macro-plastic debris count, and weight were recorded from the Dutch canal (221 pieces, 2050 g) and the lowest from the paddy field inlet (120 pieces and 1010 g). The highest microplastic amount in sediment and water were recorded in shrimp farm outlets (1882.5 pieces/kg± 495.42) and ANRM site (4.67 pieces/L±0.34), respectively. Fragment was the highest observed shape (72.93%) and blue (40.68%) was the highest obtained color in microplastics. FT-IR analysis revealed the extracted microplastics belonged to poly (ethylene: propylene: diene). The finding of the present study emphasizes the importance of regular monitoring and the need for actions to prevent pollutant entry into sensitive habitats to maintain a healthy environment in the ANRM site and its surroundings.
Keywords: Microplastic, OSPAR, Plastic debris, Water qualit
Identifying Visitor Trends of Marine Protected Areas in Sri Lanka and Forecasting Visitations to Hikkaduwa National Park
No full textMarine Protected Areas (MPA) are considered popular tourist destinations in Sri Lanka, with a great potential for generating income. Hikkaduwa National Park (HNP), Pigeon Island NP (PINP), Bar Reef Marine sanctuary (BRMS), Kalawewa proposed NP and Mirissa proposed sanctuary have attracted over 1.3 million visitors over the past decade. This study aims to identify visitor trends and seasonal patterns related to local and foreign visitations to MPAs and forecast future visitor levels to HNP. Monthly data related to local and foreign visitations to each MPA and the monthly income generated were obtained from the Department of Wildlife Conservation for the period from June 2011 to August 2024. The data analysis was carried out using the EViews software package. A Seasonal Autoregressive Integrated Moving Average (SARIMA) model was used for forecasting. According to the results, PINP attracted the highest number of foreign and local visitors in most of the years and experienced its peak in 2018. BRMS experienced visitor counts below 20,000 throughout the entire period considered. The local visitations were higher than the foreign visits in the PINP, HNP, BRMS and Kalawewa. Exceptionally, Mirissa attracts more foreigners. HNP reported its highest visitor count in 2012, with varying monthly visitations. The lowest visitor count was recorded in 2020. A seasonal pattern was obvious with peak visitations in August and December. However, this seasonality was disrupted by the COVID-19 pandemic in 2020. According to the forecast made for the period from September 2024 to December 2026 using the SARIMA (1,0,2) (0,0,1)12 model, future visitations will increase by 5.42%, 5.07% and 5.23% in 2024, 2025 and 2026 respectively. The number of visitors will be stable beyond September 2025, although it will vary throughout the initial period. Similarly, annual income will reach USD 1,031,867, USD 1,028,442 and USD 1,030,008 in years 2024, 2025 and 2026 respectively. As the study reveals both increase in future visitations and considerable stability in the visits, it is important that park management allocates resources adequately and implements appropriate visitor management strategies. The study highlights the importance of identifying the visitor trends and forecasting towards proper management of MPAs.
Keywords: Marine parks, Visitor trends, Seasonality, Forecasting, SARIMA mode