Abstract:
Tourism is a crucial sector for Sri Lanka’s economy, contributing over 13% to GDP in 2018. However,
events such as the 2019 Easter Sunday attacks and the COVID-19 pandemic have significantly impacted the
industry, raising concerns about tourist safety perception. While prior research highlights the role of security
concerns in destination loyalty, limited studies have focused on the direct relationship between safety perception
and intentions to revisit Sri Lanka. This study employs a quantitative research design using partial least squares
structural equation modelling (PLS-SEM) to analyze data from 384 foreign tourists visiting Sri Lanka. The
findings confirm that perceived safety across multiple dimensions (i.e. Human elements, social environments,
natural environments, management elements, facilities and environment) significantly influence tourists'
willingness to return. The strongest predictor was natural environment safety highlighting concerns related to
natural disasters, while safety in human interactions also played a critical role. The results align with global
tourism trends, where destinations affected by crises struggle to rebuild visitor trust. This study underscores the
need for enhanced security infrastructure, improved health and hygiene standards, and transparent crisis
communication to restore Sri Lanka’s reputation as a safe travel destination. By implementing targeted safety
measures, leveraging digital communication, and fostering public-private partnerships, Sri Lanka can strengthen
safety perceptions, encourage repeat visits, and ensure long-term tourism sustainability. These insights provide
valuable recommendations for policymakers, tourism stakeholders, and destination managers aiming to enhance
Sri Lanka’s competitiveness in the global tourism market.
