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

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.