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Journal : Open Access DRIVERset

Looking for Health or Normative Influence on Spa Consumption at Wellness Destination of Bali Indonesia: A Structural Equation Modeling Analysis Christine PETR; I Gusti Ayu Oka Suryawardani; I Gusti Raka Purbanto
Jurnal Kajian Bali (Journal of Bali Studies) Vol. 15 No. 1 (2025): New Dimensions of Bali Tourism
Publisher : Universitas Udayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24843/JKB.2025.v15.i01.p09

Abstract

This research investigates the influence of social norms and prior expectations on tourist satisfaction and loyalty in Bali’s wellness destinations, addressing a gap in understanding normative influence during and after consumption. The research aims to determine whether conforming to tourist norms is an autonomous source of satisfaction, independent of the spa’s intrinsic qualities or expected health benefits. Employing structural equation modeling on data from 355 international spa tourists, the research reveals that social norms have a more significant impact than expected health benefits on tourist behavior. Conformity perceptions were found to be stronger among spa lovers compared to spa discoverers. The novelty lies in its examination of compliance with social norms and personal benefit expectancies during the destination consumption phase. These findings emphasize the significance of normative influence in shaping tourist behavior at wellness destinations, offering valuable insights for marketing strategies that leverage social norms to enhance customer loyalty and destination competitiveness.
Co-Authors Agnela Saneta Listiowati Agung Suryawan Wiranatha Agung Suryawan Wiranatha AHMAD NURUDIN Anak Agung Putu Agung Suryawan Wiranatha Antonietta Gizela Dethan Bestari, Ni Made Prasiwi Christine PETR Christine PETR Christine PETR Clara Lintang Sistiyo Andari CORNELLA FEBRINAULY SILITONGA DESMAN ARIANTO SITINJAK Dewa Ayu Nyoman Aridayanti DEWA GEDE AGUNG Dheanita Sekarini Octanisa DIANAH UMI RAHMAWATI DWI PUTRA DARMAWAN Fenilia Tamaratika FITRIA RETNONINGSIH Fransiska Fila Hidayana I DEWA GEDE AGUNG I Dewa Gede Raka Sarjana I GEDE PUTU DHARMA ADITYA I GUSTI AGUNG AYU AMBARAWATI I Gusti Agung Mirah Sanjiwani I GUSTI AYU AGUNG LIES ANGGRENI I GUSTI AYU AGUNG LIES ANGRENI I Gusti Bagus Arya Yudiastina I Gusti Bagus Wiksuana I Gusti Kade Heryadi Angligan I Gusti Raka Purbanto I Gusti Raka Purbanto I Ketut Rantau I Ketut Satriawan I Ketut Suamba I Ketut Surya Diarta I Komang Deya Pradnyana I Komang Gde Bendesa I Made Antara I MADE SUDARMA I Nengah Ari Medikana I Nyoman Agus Wira Prabawa I Nyoman Darma Putra I Nyoman Gede Ustriyana I Putu Angga Suta Pramana Putra I Putu Angga Suta Pramana Putra I PUTU BAYU SUKMA ARI YOGA I Putu Eka Nila Kencana I Putu Prasista Bestari I Putu Wahyu Wicaksana I PUTU YOGA DARMAJAYA I Wayan Tika Ida Ayu Karina Putri Ida Ayu Made Dwi Susanti Ida Ayu Putu Citra Dewi IDA AYU PUTU CITRA DEWI Ida Bagus Gde Pujaastawa JULIANI, SEPTIA Laksono Trisnantoro Luh Putu Triyanti Ariestiana Dewi Made Antara Made Antara Made Antara MADE ANTARA MADE CANDRA KIRANA CAHYANINGRUM Made Riki Ponga Kusyanda Monica Yohana Putri Wiryokusumo NI LUH ADE DESI SINTIYA DEWI NI LUH MADE AYU YULIANTARI PUTRI NI LUH PUTU DIAH AYU HARTARI PUTRI NI MADE KENCANA MAHARANI NI MADE LODI DWI UTAMI NI MADE LOSVITASARI NI MADE MARTA NIDYATANTRI Ni Made Mas Yogiswari Ni Nyoman Alit Purnami NI NYOMAN ALIT PURNAMI Ni Nyoman Widari NI WAYAN GIANA KUSUMAWATHI NI WAYAN VIVI OVITA Ni’matun Nasim Nyoman Parining Panudiana Kuhn Pebrianita Ivana Karo Sekali PRASANTI, ARETA RIZKA AYU Putu Ellis Octaviyani PUTU KIRANA PATNI Putu Udayani Wijayanti Rahman Rahman RATNA KOMALA DEWI Regina Vrischika Harnadi RM SATRIO GUMULYA UTOMO Sang Nyoman Bagus Satya Wira SARAGIH, NOVAULINA Shinta Wardhani Suryaningsih, Ida Ayu Anggreni Tien Cathy Patricia Tjok Istri Indriyanti Pemayun TURNIP, ELGA SARI WAYAN SUDARTA Yogiswari, Ni Made Mas Yuni Sulpia Hariani