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 and Satria Fadil Persada
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Maela Madel L. Cahigas: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
Yogi Tri Prasetyo: School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
James Alexander: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Putu Lauterina Sutapa: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Shannen Wiratama: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Vincent Arvin: Department of International Business Engineering, Petra Christian University, Siwalankerto No. 121-131, Surabaya 60236, Indonesia
Reny Nadlifatin: Department of Information Systems, Institut Teknologi Sepuluh Nopember, Kampus ITS Sukolilo, Surabaya 60111, Indonesia
Satria Fadil Persada: Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta 11480, Indonesia

Sustainability, 2022, vol. 14, issue 16, 1-18

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.

Keywords: hedonic motivation; Bali; theory of planned behavior; COVID-19 pandemic; tourism (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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