Abstract
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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Advanced Research in Economics and Finance
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
