The Effect of Service Quality and Health and Safety Practices on Visitors’ Return Intention: A Study Among Event Management Students

Service quality assessments, together with health and safety standards, directly affect how often visitors return to event facilities. Research on these factors has not been sufficiently explored among students studying event management at UiTM Puncak Alam. This research examines the impact of service quality and health and safety protocols on visitor return behavior during student-run events. The study used a quantitative approach to survey 147 event management students who were selected through convenience sampling. The research investigates three essential variables, including employee behavior, site cleanliness, and emergency preparedness, to determine their effect on visitor retention. The research used Pearson correlation analysis to determine the direction and strength of relationships between the studied variables. The research shows that both service quality and health and safety practices directly affect visitors' willingness to return. The research demonstrates that better management systems should be implemented to improve operational performance and visitor satisfaction within event environments. The research provides actionable recommendations that enhance the quality and safety standards of student-led events to boost attendee loyalty and repeat attendance. Event organizers who actively work on service quality and safety matters will develop secure, efficient appealing environments that promote sustained visitor engagement.