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

Author

Listed:
  • Maela Madel L. Cahigas

    (School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines
    School of Graduate Studies, 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
    Department of Industrial Engineering and Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li, Taoyuan City 32003, Taiwan)

  • 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)

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.

Suggested Citation

  • Maela Madel L. Cahigas & Yogi Tri Prasetyo & James Alexander & Putu Lauterina Sutapa & Shannen Wiratama & Vincent Arvin & Reny Nadlifatin & Satria Fadil Persada, 2022. "Factors Affecting Visiting Behavior to Bali during the COVID-19 Pandemic: An Extended Theory of Planned Behavior Approach," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:16:p:10424-:d:894525
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    References listed on IDEAS

    as
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    Cited by:

    1. Maela Madel L. Cahigas & Ardvin Kester S. Ong & Yogi Tri Prasetyo, 2023. "Super Typhoon Rai’s Impacts on Siargao Tourism: Deciphering Tourists’ Revisit Intentions through Machine-Learning Algorithms," Sustainability, MDPI, vol. 15(11), pages 1-29, May.
    2. Maela Madel L. Cahigas & Ferani E. Zulvia & Ardvin Kester S. Ong & Yogi Tri Prasetyo, 2023. "A Comprehensive Analysis of Clustering Public Utility Bus Passenger’s Behavior during the COVID-19 Pandemic: Utilization of Machine Learning with Metaheuristic Algorithm," Sustainability, MDPI, vol. 15(9), pages 1-31, April.

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