An Empirical Study on the Perception of Tourism Safety in Sri Lanka among Potential Chinese Tourists

Abstract

This paper focuses on the perception of tourism safety in Sri Lanka among potential Chinese tourists. Through a questionnaire survey of mainland Chinese residents who have never been to Sri Lanka but are interested in visiting, 1,155 valid questionnaires were collected, and various analysis methods were used to explore relevant issues. The results show that the overall perception of tourism safety in Sri Lanka among potential Chinese tourists ranges from "average" to "relatively worried". Among different dimensions, in terms of national crisis safety perception, tourists are more concerned about the economic situation; the perception of safety in emergencies has drawn attention; the perception of the current safety situation is at a medium level of concern, with more worry about the safety of facilities and equipment; the perception of cultural differences is at a medium level, and tourists are sensitive to differences in customs and habits. There is a correlation among different dimensions, and the perception of safety in emergencies is most strongly associated with the perception of cultural differences. Demographic variables have mostly insignificant effects on the perception of tourism safety, and different occupations show relatively more significant differences in the perception of emergencies. Based on this, it is recommended to strengthen safety guarantees in each dimension, formulate strategies for different occupational groups, strengthen tourism safety publicity and communication, and promote tourism exchanges and cooperation between the two countries.