Purpose: Going shopping is a major source of relaxation as well as a daily household chore. However, shopping enjoyment is a burgeoning and rather novel concept, and thus, there is a lack of studies within the cohort, especially with regard to the comparison of the shopping experiences of different generations. This paper explores the nature of shopping enjoyment and measures the impact of the generation gap and gender on visitors’ shopping enjoyment in shopping malls, which records a thriving interest. Design/methodology/approach: In a qualitative survey deploying a convenience sample, 379 usable responses were collected through a self-administered questionnaire from shopping mall visitors in the Western Province of Sri Lanka. Data were analyzed using SPSS (21.0). Findings: Findings of the study indicated that all four generations considered the atmosphere and the environment to be the most important dimensions. Empirical evidence further suggested that Generation Z and Y have the highest enjoyment in their shopping journey within malls compared to other generations, confirming that youth shoppers are the emerging target group for such businesses. Interestingly, it evidenced that shopping is not remaining as a gendered activity anymore, since it is pleasurable for both females and males. Originality: This paper makes a significant contribution to the field by studying shopping enjoyment as a multi-dimensional construct in relation to four generations while being the first such attempt at studying this phenomenon. Implications: Findings are useful for retailers to identify target customers and lucrative markets. Further, shopping malls are required to design to provide more experiences and engagements to customers as a space for pleasure, enjoyment, and entertainment.

This paper aims to investigate the drivers of customer value and their respective influence on satisfaction in the particularly under-researched area of adventure tourism with reference to the Sri Lankan domestic context. The multidimensional perceived value framework (PERVAL) was used and the study adopted a quantitative, explanatory and single cross-sectional research design. Convenient sampling method was used and 267 responses were evaluated through a structured questionnaire which was employed targeting domestic tourists who have participated in any kind of adventure activity in Sri Lanka. Results of regression analyses concluded that there is a direct and positive influence of perceived value on satisfaction in an adventure tourism setting. Furthermore, Sri Lankan domestic tourists attached more importance to novelty value and emotional value. The foremost implication of this study is that adventure tour operators should account for differences in value perception especially novelty highs like thrill, fear, curiosity and authenticity for domestic tourists when planning tour operations and itineraries.

I35illegal migration. However, simultaneously Sobhan observes that the Male SAARC Summit held in 1977 'legitimised the idea of project based sub-regional cooperation' (p. 154). The other problems according to the author could be overcome if they are handled with political sensitivity, proper safeguards for domestic economies and through growth zones. However, the author somehow seems to overlook the Indian government's sensitivity with regard to China. His proposal of Bangladesh providing China access to the Bay of Bengal through the Chittagong port does not look very realistic because of the security aspects associated with it. One would have appreciated further elaboration on this by Sobhan.To sum up it can be said that the study is designed to stimulate both debate and more intensive study. It touches upon an idea, which is responsible to the felt needs of the people of South Asia. The book has attempted to provide a comprehensive groundwork for an outgoing and informed public debate in the BBIMN countries on an issue that remains vital to individual and collective futures. Sobhan's book is useful for both students and researchers and it definitely meets a substantial need in the literature of sub-regional cooperation.

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