Factors Affecting Visiting Behavior to Bali during the COVID-19 Pandemic: An Extended Theory of Planned Behavior Approach

Maela Madel L. Cahigas, Yogi Tri Prasetyo*, James Alexander, Putu Lauterina Sutapa, Shannen Wiratama, Vincent Arvin, Reny Nadlifatin, Satria Fadil Persada

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Citations (Scopus)

Abstract

The COVID-19 pandemic affected tourists’ traveling behavior and resulted in the stoppage of Bali’s tourism growth. Hence, this study aimed to determine the factors that influence Indonesians to travel to Bali during the COVID-19 pandemic by utilizing the extended theory of planned behavior (TBP) approach. A total of 269 respondents participated in the survey and answered forty (40) questions developed from seven (7) latent variables. Structural equation modeling (SEM) specified that hedonic motivation had the highest direct effect on tourist traveling intention, followed by attitude, and COVID-19 safety protocols. Meanwhile, social media influence, perceived behavioral control, and subjective norms were insignificant to tourists’ intention to travel during the COVID-19 pandemic. These findings contributed to the proposed strategies that increased the number of local and international tourists. Since this study aimed to stabilize the tourism sector and improve the economy in Bali, the government and tourism stakeholders benefit from the results.

Original languageEnglish
Article number10424
JournalSustainability (Switzerland)
Volume14
Issue number16
DOIs
Publication statusPublished - Aug 2022

Keywords

  • Bali
  • COVID-19 pandemic
  • hedonic motivation
  • theory of planned behavior
  • tourism

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