Investigating the factors impacting tourist revisit intention in Sri Lanka: A study focused on wellness tourism

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.