Analyzing Factors That Influence Domestic Tourist Intention Toward Indonesian Wellness Tourism During Covid-19 Pandemic
During Covid-19, the tourism business faced a substantial decrease. As a result, numerous studies propose that tourism actors should shift their main concern to promoting the idea of sustainable and wellness tourism, then targeting domestic tourists. However, there is still a limited number of studies that discusses this wellness tourism industry. This study aims to analyze the factors that influence their behavioral intention during the Covid-19 pandemic using the modified Theory of Planned Behavior (TPB) by incorporating the health consciousness variable in order to assist tourism practitioners in developing long-term business strategies of wellness tourism opportunity. Adopting Partial Least Square-Structural Equation Modeling (PLS-SEM), the research found that all TPB constructs have a significant positive influence in generating tourists intention towards wellness tourism, except the health consciousness factor. The marketing recommendations are proposed as this study benefit.