Enhancing Tourist’s Perceived Safety and Their Behavioral Intention in Thailand: A Pathway to Sustainable Tourism and Sustainable Economic Growth

This study examines the relationship between tourists’ level of perceived safety in Thailand and their future behavioral intentions to revisit Thailand in a post-COVID-19 context. Moreover, the study also examines the moderating role of a destination’s image and the mediating effects of perceived constraints on the relationship of tourists’ perceived safety and their future behavioral intentions. The aim of this study is to fill gap in the literature regarding the impact of safety perceptions on future sustainable travel intentions. For this purpose, a cross-sectional research design was used, and data were collected through purposive sampling. Structural equation modeling (PLS-SEM) was employed to analyze the data. A total of 219 tourists participated in the study, of which 122 were male and 97 were female. The results revealed a positive association between perceived safety and future behavioral intentions. Moreover, the moderating effect of a destination’s image on the relationship between perceived safety and future behavioral intentions was found to be positive. Additionally, the mediating role of perceived constraint in the relationship between perceived safety and future behavioral intentions exhibited a negative effect. While no significant gender differences were observed in most variables, perceived constraints differed significantly between male and female tourists. These results underscore the crucial roles of safety and a destination’s image in influencing tourists’ future travel decisions. By emphasizing safety and positive destination imagery, the findings contribute to sustainable tourism development by promoting long-term visitor engagement, enhancing destination resilience, and supporting the socio-economic recovery of tourism-dependent communities.