Assessing the Role of Sri Lanka’s Country Image and Destination Image in Shaping Memorable Tourism Experiences and Revisit Intentions

What the paper says

Sri Lanka’s tourism industry, a key economic pillar, has been severely impacted by a series of crises, including the 2019 - Easter attacks, the Covid-19 pandemic, and the recent economic crisis. These events have significantly damaged Sri Lanka’s perceived image. While country image refers to the perceptions, beliefs, and impressions one holds about a nation, destination image encompasses an individual's thoughts, feelings, and overall impressions of a place. This study investigates how country image and destination image impact the memorable tourism experiences (MTEs) and tourists’ revisit intentions in this post-crisis context. Data were collected using a structured questionnaire from 128 international tourists who had visited Sri Lanka. The statistical software package i.e. Smart PLS, was used to analyse the data. The findings reveal that destination image has a significant positive impact on revisit intention, mediated by memorable tourism experiences. Conversely, while country image positively influences destination image, it does not exert a significant mediated influence on revisit intention through memorable tourism experiences. This study contributes to the literature by demonstrating that, in a crisis-affected destination like Sri Lanka, the immediate destination image serves as a more powerful predictor of memorable tourism experiences and repeat visitation than the broader country image. The research underscores the critical role of destination image as a marketing tool, suggesting that stakeholders should prioritize cultivating a positive destination image to enhance memorable tourism experiences and encourage revisitation.