Examining the Relationship Between Destination Attributes and Tourist Revisit Intentions - Empirical Evidence from Wetland Parks in Sri Lanka

Abstract

The research examines the effects of the destination attributes on tourists’ likelihood of revisiting wetland parks in Sri Lanka. Since tourism is an essential economic activity in the country, primarily through sites such as wetland parks, identifying factors that may influence repeat patronage among tourists is essential in promoting sustainable tourism. The research focuses on six key attributes: Attraction, Accessibility, Amenities, Ancillary Services, Activities, and available packages, which are likely to influence the tourists’ willingness to revisit these parks. Positivist research philosophy has been adopted with a deductive approach that involved structured questionnaires to get quantitative data from 120 cross-sectional tourists. Regression and correlation analysis show that all six factors are significant predictors of revisit intentions, with Attraction being the most significant predictor, followed by Amenities and Activities. The findings imply that park managers and tourism policymakers should pay attention to developing the appeal of sites and facilities, the accessibility of destinations, and the quality of services to increase visitor satisfaction and loyalty. However, an increase in the availability of quality tourism products that are well packaged and promoted to the international market will also help to facilitate repeat tourist visits, thus helping to sustain Sri Lanka’s wetland parks as popular tourist attractions. Finally, the directions for future research include the effects of digital technology on the tourists, and the model that includes international tourists is presented. This study contributes to the knowledge of sustainable tourism management and provides practical recommendations for improving the attractiveness and sustainability of the wetland parks in Sri Lanka.

Keywords: Tourist Revisit Intention, Destination Attributes, Wetland Parks, Sustainable Tourism

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