Abstract:
Sri Lanka’s tourism sector contributes to the economy and Gross Domestic
Production heavily with the assistance of the government. There were 2.3 million
arrivals in 2018 and was an increase compared to the year 2017. While the growth
of the tourism sectors in Sri Lanka, the tourists arrivals require that the revisit
intention of the tourists need to be ensured in order to help strategize tourism
marketing. Therefore, this study attempted to identify the impact of service quality
dimensions on the revisit intention to Sri Lanka of tourists mediating through
loyalty of tourists. Thus, the objective of the study was to investigate the impact
of service quality dimensions related to service clusters of tourism of Sri Lanka
comprising hotel services, airline services and transport services on the creation of
revisit intention of tourists. The other objective was to examine the role of brand
image between service quality and tourists’ revisit intention. International tourists
who were in tourists’ attractions in Sri Lanka were the respondents for this study.
Since the research approach was deductive and research strategy was survey,
self-administered questionnaire was used to collect data. 350 questionnaires were
issued, researchers retained only 268 for the analysis. SMARTPLS was used to
analyze hypothesized relationship of the model. Findings indicate that assurance,
tangible, reliability, empathy and responsiveness are supporting to the creation of
destination image and that is positively impacting the tourists’ revisit intention
to Sri Lanka. Destination image is really created with physical environment and
characteristics of the people who work in the tourism service sectors. It was also
found that all five dimension of service quality of Sri Lanka tourism significantly
and positively impact on the revisit intention Sri Lanka of tourists. Further, it was
also found that destination brand image fully mediates the association between
service quality and revisit intention of tourists visiting Sri Lanka.
