Impact of Strategic Adaptation Practices on Revisit Intentions: Mediating Role of Tourist Attractiveness towards International Hotel Chains in Sri Lanka

The tourism industry is a leading global income generator, offering numerous job opportunities and uplifting living standards. In the Sri Lankan context, the country is emerging as a prominent tourist destination. As part of this growth, international hotel chains have made significant investments in city and resort hotels. These hotels adapt to the Sri Lankan context by leveraging local culture, cuisine, service, and employee presentation to enhance guest satisfaction. Despite these efforts, gaps remain in understanding how these strategies influence tourist attractiveness and revisit intentions. This study explores the direct impact of strategic adaptation practices on revisit intention and the mediating role of tourist attractiveness in this relationship. A quantitative approach was adopted using a self-administered questionnaire. Purposive sampling targeted 384 local and foreign tourists in Colombo, yielding a valid response rate of 78.13%. Data were analysed using PLS-SEM through SmartPLS. The population is local and foreign tourists who revisit the international hotel chains in the Colombo District. Results revealed a direct, significant positive relationship between strategic adaptation and revisit intention (β = 0.124, p < 0.01) and a strong effect on tourist attractiveness (β = 0.577). Tourist attractiveness also had a robust positive influence on revisit intention (β = 0.872) and fully mediated the adaptation-revisit relationship. Demographic analysis identified middle-aged, married, and educated tourists primarily from the UK, Germany, India, and China as key market segments. These groups showed high levels of loyalty and engagement through social media, feedback, and loyalty programs. The study provides insights for DMCs, hoteliers, and government agencies. Hotels should focus on cultural adaptation, emotional engagement, technology, and sustainability. Governments should support policies for international investment and strategic adoption. Future studies should use longitudinal methods to assess the long-term impacts of adaptation.