What Motivates Tourists to Eat and Return to a Destination During Covid-19 Pandemic? Evidence from Bali

Thio, Sienny and Jokom, Regina and Kartika, Endo Wijaya (2022) What Motivates Tourists to Eat and Return to a Destination During Covid-19 Pandemic? Evidence from Bali. [UNSPECIFIED]

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Abstract

The purpose of this study is to investigate what domestic tourists� food motivations when visiting Bali, particularly during the Covid-19 pandemic and its impact on their intention to return to the destination. Motivations related to food consumption based on pull and push factors have been adapted from prior studies. Quantitative causal approach was employed in this study with non-probability and purposive sampling method. Data were collected with online survey using google form between October 2021 and February 2022 from Indonesia citizens who ever visited Bali within the last two years. A total of 518 valid responses were obtained and then analysed using Smart PLS. Of the seven motivational factors, exciting experience, food tourism appeal, interpersonal relationship, and sensory appeal were found to have a significant effect on domestic tourists� intention to visit Bali for food tourism, while cultural experience, health concern, and social value did not significantly influence intention of tourists to return. This study provides a better understanding to gastronomic experience of local tourists visiting popular leisure destination. As such, destination marketers and food service operators need to focus on enhancing tourists� food experiences which is expected to increase the attractiveness of a destination.

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