Exploring the hidden potential of Bali’s wellness tourism: Which factors encourage tourists to visit?

Subawa N. S., Mimaki E. A., Mimaki C. A., BAYKAL E., Utami M. S. M.

Cogent Social Sciences, vol.9, no.2, 2023 (ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 9 Issue: 2
  • Publication Date: 2023
  • Doi Number: 10.1080/23311886.2023.2269722
  • Journal Name: Cogent Social Sciences
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, International Bibliography of Social Sciences, Gender Studies Database, Public Administration Abstracts, Public Affairs Index, Directory of Open Access Journals
  • Keywords: pull motivation, theory of planned behavior, tourist value, visit intention, wellness destination, wellness motivation
  • Istanbul Medipol University Affiliated: Yes


The current research proposes a modified and extended Theory of Planned Behavior model by adding three crucial determinants in tourism management, namely wellness motivation, pull-factor motivation, and tourist value, to predict tourist behavior towards wellness tourism destinations in Bali. Empirical data was obtained via online surveys. A purposive sampling technique was implemented, with a total of 323 domestic tourist respondents which were collected and analyzed in this research. Data was analyzed using a structural equation model (PLS-SEM). The findings revealed that wellness motivation, pull-factor motivation, and tourist value were significant determinants for predicting tourists’ intentions to visit wellness tourism destinations. Moreover, tourists’ attitudes are significantly influenced by pull motivation and tourist value. The results also showed that subjective norms and perceived behavioral control failed to predict tourists’ visit intentions. Implications and suggestions for future research are explained.