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<p>The study evaluates the interrelationship between safe and secure image, perceived health risks, destination fascination and loyalty among international visitors who have travelled to Kuala Lumpur, Malaysia. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was implemented to examine the research hypotheses. It has been demonstrated that safe and secure image and perceived health risks significantly affect destination fascination. The research shows that destination fascination significantly mediates the connection between safe and secure image, perceived health risks and destination loyalty. This research also illustrates that destination fascination positively impacts destination loyalty. These findings advance theoretical understanding by highlighting the role of destination fascination as a key psychological mechanism that links safety perceptions and health risk concerns to loyalty formation. Practically, the results underscore the importance for destination marketers and policymakers to cultivate both a safe and health-conscious environment while also enhancing the affective and experiential appeal of destinations, thereby fostering deeper emotional engagement and repeat visitation among international tourists.</p>

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Safe and secure, yet fascinating: how perceived health risks and safety image drive destination loyalty through fascination in Kuala Lumpur

  • 期刊论文

  • 发表日期：

    2026年1月19日

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  • Nurul Sakinah Mahadi,
  • Muaz Azinuddin,
  • Wan Mohd Adzim Wan Mohd Zain

摘要

The study evaluates the interrelationship between safe and secure image, perceived health risks, destination fascination and loyalty among international visitors who have travelled to Kuala Lumpur, Malaysia. Partial Least Squares-Structural Equation Modelling (PLS-SEM) was implemented to examine the research hypotheses. It has been demonstrated that safe and secure image and perceived health risks significantly affect destination fascination. The research shows that destination fascination significantly mediates the connection between safe and secure image, perceived health risks and destination loyalty. This research also illustrates that destination fascination positively impacts destination loyalty. These findings advance theoretical understanding by highlighting the role of destination fascination as a key psychological mechanism that links safety perceptions and health risk concerns to loyalty formation. Practically, the results underscore the importance for destination marketers and policymakers to cultivate both a safe and health-conscious environment while also enhancing the affective and experiential appeal of destinations, thereby fostering deeper emotional engagement and repeat visitation among international tourists.