Predicting post-COVID-19 tourist's loyalty: will they come back and recommend

Abstract

The study proposed a modified theory of planned behaviour (TPB) model and expanding it with crucial factors in the tourism management area including push-pull motivation, destination image, tourist satisfaction, revisit intention, e-WOM recommend intention, and perceived risk as moderators to predict post-pandemic tourist behaviour towards Bali destinations. The data were collected through online surveys. A purposive sampling technique was conducted, resulting in 252 participants consists of domestic and international tourists. Data were analysed through the structural equation model approach (PLS-SEM). The findings confirmed that subjective norms, perceived behavioural control, push-pull motivation, and tourist satisfaction were significant determinants to predict tourist revisit intention to Bali. Additionally, the result of this study demonstrated that the moderating role of perceived risk has existed. Implications and directions of future research are explained.