I don’t need more security! Becoming saturated by too much security in leisure activities

Purpose This study aims to examine the dual impact of health security measures on theme-park visitor satisfaction in the USA and Europe, addressing their risk-reducing benefits and potential to diminish the overall experience. It introduces the concept of the “security saturation limit” (SSL), a threshold beyond which additional security measures begin to generate dissatisfaction. Design/methodology/approach This study analyzed 4,303 TripAdvisor reviews from eight major theme parks (four in Europe and four in the USA). Hierarchical regression and moderation analyses (using PROCESS Model 1) were employed to evaluate the impact of these measures on satisfaction, with attention to cultural differences between regions. Findings The results reveal that while effective security measures can lower perceived risk, excessive protocols are associated with reduced visitor satisfaction – especially in the USA, where visitors often view measures as overly restrictive. In contrast, European visitors predominantly report dissatisfaction due to insufficient measures. These findings support the existence of an SSL, indicating a point at which additional security becomes counterproductive. Research limitations/implications This study faces several limitations that open avenues for future research. First, this study examined only the informational content of reviews; incorporating emotional valence could yield richer insights, as emotions strongly shape consumer responses. Second, this study did not account for visitors’ prior theme-park experience, which may influence satisfaction, suggesting future models should test across segments. Finally, although this study introduced the SSL, its parameters were not specified. Future work should empirically validate the SSL and explore frameworks to align consumer satisfaction with security priorities across sectors. Practical implications This study highlights key managerial implications regarding health safety measures in tourism. While practices such as mask wearing and distancing are generally well accepted, restrictions like capacity limits and closures may negatively impact visitor satisfaction unless justified by high risk levels. Thus, measures should be tailored to context and cultural norms. Beyond a certain threshold, added restrictions can reduce satisfaction, making SSL a useful tool for balancing safety and experience. However, public health authorities often prioritize risk mitigation over satisfaction, creating potential misalignment with consumer-focused recommendations. Originality/value This paper challenges the conventional assumption that increased security always enhances satisfaction by demonstrating that excessive measures may have negative effects. The introduction of the SSL concept offers a novel framework for balancing safety protocols and visitor experience in leisure and tourism contexts.