“The Safety Factor” How Perceived Safety Shapes Tourist Revisit Intention? A Study of Sri Lanka

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.