Exploring Tourist Behavior towards Bali Wellness Tourism Visits

The COVID-19 epidemic has caused a significant shift in people’s lifestyles, resulting in a new trend called wellness tourism, in which people come to tourist locations to enhance their physical and psychological health using a holistic approach. The purpose of this article is to investigate the factors that influence domestic visitors’ decisions to visit wellness sites in Bali, using the extended theory of planned behaviour model, which incorporates numerous critical components such as wellness motivation, pull motivation, and tourist value. Online surveys were utilised to collect empirical data. The use of purposive sampling resulted in the identification of 323 domestic tourists. The data was analysed using the structural equation model technique (PLS-SEM). Pull motivation, tourist value, perceived behavioural control, and wellness motivation were all strong predictors of tourists’ intentions to visit wellness places. Furthermore, pull motivation and tourist value have a significant influence on tourist perceptions. The data also showed that subjective norms, one of the main components of TPB, were ineffective in predicting tourists’ intention to visit. A broader understanding of the extent of intention to visit Bali for wellness tourism during the COVID-19 pandemic. These findings are critical for assessing the impact of motivations, values, and behaviour on domestic visitors’ intentions to visit wellness places.