Abstract:
Revisiting intention is a critical indicator of tourist loyalty and long-term sustainability in
tourism. This study explores the key determinants of tourist revisit intention in Sri Lanka’s
wellness tourism sector, a niche leveraging the country’s Ayurvedic heritage and natural environment.
While repeat visitation is vital for loyalty and sustainable growth, little research addresses
demand-side influences in this context. The study examines six variables of destination
image, perceived value, service quality, memorable experience, tourist attitude, and stimulating
environment, identified in prior literature as potential predictors. Adopting a quantitative, positivist,
deductive approach, data were collected through a structured questionnaire administered
face-to-face to 100 international tourists who had engaged in at least one wellness activity in
Sri Lanka. A total of 100 samples were considered adequate for multiple regression analysis,
as it meets the minimum requirements recommended by scholars. Purposive sampling targeted
tourists at key attractions, guided by Sri Lanka Tourism Development Authority (SLTDA) visitor
statistics were Sigiriya, Pasikudah, Dalada Maligawa, Peradeniya Botanical Garden, and
Polonnaruwa Gal Viharaya. The survey included demographic items and Likert-scale measures
adapted from validated sources. SPSS analysis involved descriptive statistics, reliability testing,
assumption checks, correlation, and multiple regression. Results revealed that perceived
value, tourist attitude, and stimulating environment significantly influenced revisit intention,
while destination image, service quality, and memorable experience were not significant predictors
in the regression model. The model explained 75.5% of the variance in revisit intention
(R2 = 0.759). Findings suggest that in Sri Lanka’s wellness tourism, personal evaluations and
environmental factors outweigh general destination image or service quality in predicting return
visits. The study recommends enhancing perceived value through affordable, high-quality
offerings; fostering positive attitudes via culturally sensitive service; and creating tranquil, aesthetically
pleasing environments. Policy makers should integrate these priorities into tourism
development strategies. Limitations include small sample size and geographic scope, suggesting
opportunities for broader future research.
