Various Factors Contributive toward Tourist Intention in Enjoying Wellness Tourism

Wellness tourism is fast growing nowadays as alternative tourism developed from conventional spa tourism into special-interest tourism. Therefore, it is interesting to study the phenomenon of this fast developing industry in Bali in order to reveal its advantage for one’s wellness on the basis of the following question: What factors are contributive to the tourists’ intention in enjoying wellness tourism?. This study aims to explore the factors of belief-forming the tourists’ intention or interest to enjoy wellness tourism. The research adopts planned behavior theory (PBT) as its theoretical framework. The data was collected by questionnaires distributed to 100 tourist-respondents accessed by purposive sampling technique. The analysis was quantitatively done using factor analysis technique as a data analytical instrument. The result of the analysis shows that there are 8 belief factors identified to form the tourists’ intention in enjoying wellness tourism. These factors include: 1) the belief in spa’s benefit, 2) price, 3) past experience, 4) moral obligation for health, 5) environmental awareness, 6) personal value, 7) socializing program and 8) health maintenance. It is hoped that this research result would provide valuable information for the development of wellness tourism in Bali.