Risk, satisfaction and revisit intention in coastal tourism: a structural equation modeling approach under S–O–R

Set within the high-density coastal tourism environment of Pattaya, Thailand, this study investigates the mechanisms driving repeat visitation in the face of perceived risks. The primary objective is to evaluate how perceived risk, tourist satisfaction and destination image interact to shape revisit attitudes and intentions using the stimulus–organism–response paradigm. Employing a quantitative approach, data were collected from a purposive sample of 397 visitors and analyzed via partial least squares structural equation modeling. The findings demonstrate that perceived risk significantly diminishes tourist satisfaction, while satisfaction acts as a robust driver of positive revisit attitudes, which in turn directly propel revisit intentions. Furthermore, destination image was found to significantly moderate the relationship between satisfaction and attitude, functioning as a contextual amplifier that strengthens loyalty under conditions of uncertainty. The study concludes that effective coastal tourism management should prioritize enhancing tourists’ experiential safety perceptions and strengthening destination image to convert immediate satisfaction into sustained behavioral commitment.