Exploring the Role of Safety Perception and Perceived Risk in Influencing Visitors’ Intention to Malaysian Theme Parks

This study examines how safety perception and three dimensions of risk: physical, health, and crowd management influence visitors’ intention to visit Malaysian theme parks, specifically Sunway Lagoon and Lost World of Tambun. Following the COVID-19 pandemic, safety and health concerns have become critical factors in travel decision-making, particularly for recreational places like theme parks. The study focuses on three key risk dimensions which are physical safety, health safety, and crowd management. It examines how these risks shape visitors' decisions, with particular emphasis on visitor’s confidence in the park safety measures. Data were collected from 115 respondents using a structured questionnaire measured on a five-point Likert scale. The questionnaires were distributed online and onsite to obtain a diverse range of respondents. The data were analysed using Statistical Package for the Social Sciences (SPSS) to examine the relationships between safety perception, the three risk dimensions, and visit intention. The findings revealed that a strong sense of safety and effective health measures increased visitors' likelihood to visit, whereas concerns about physical risks reduced the likelihood. Crowd-related risks demonstrated a comparatively weaker effect, with younger visitors often viewing crowds as an exciting part of the experience rather than a deterrent. These results provide valuable insights for theme park managers to enhance visitor trust and improve safety measures, particularly in the post-pandemic era.