Looking for Health or Normative Influence on Spa Consumption at Wellness Destination of Bali Indonesia: A Structural Equation Modeling Analysis
Abstract
This research investigates the influence of social norms and prior expectations on tourist satisfaction and loyalty in Bali’s wellness destinations, addressing a gap in understanding normative influence during and after consumption. The research aims to determine whether conforming to tourist norms is an autonomous source of satisfaction, independent of the spa’s intrinsic qualities or expected health benefits. Employing structural equation modeling on data from 355 international spa tourists, the research reveals that social norms have a more significant impact than expected health benefits on tourist behavior. Conformity perceptions were found to be stronger among spa lovers compared to spa discoverers. The novelty lies in its examination of compliance with social norms and personal benefit expectancies during the destination consumption phase. These findings emphasize the significance of normative influence in shaping tourist behavior at wellness destinations, offering valuable insights for marketing strategies that leverage social norms to enhance customer loyalty and destination competitiveness.
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References
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Gauld, C., & Reeves, C. (2023). Normative influences on young drivers’ illegal smartphone use: Applying an extended Theory of Normative Social Behaviour. Accident Analysis & Prevention, 173, 106802.
Ge, J., & Gretzel, U. (2018). Emoji rhetoric : A social media influencer perspective. Journal of Marketing Management, 34(15‑16), 1272‑1295. https://doi.org/10.1080/0267257X.2018.1483960
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Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). “A Room with a Viewpoint: Using Social Norms to Motivate Environmental Conservation in Hotels.” Journal of Consumer Research, 35(3), 472-482.
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Gretzel, U. (2016). Social influence in travel decision making: The role of social media and user-generated content. Information and Communication Technologies in Tourism 2016, 217-228.
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Hall, C. M. (2011). Health and wellness tourism: A focus on the global spa experience. Routledge.
Hamza, S. A. (2020). Exploring the determinants of destination satisfaction: a multidimensional approach. Future Business Journal, 6(1), 1-12. https://doi.org/10.1186/s43093-020-00030-5.
Han H. (2014). The norm activation model and theory-broadening: Individuals’ decision-making on environmentally-responsible convention attendance. Journal of Environmental Psychology, Volume 40, 462-471.
Han, H., Kiatkawsin, K., Jung, H., & Kim, W. (2018). The role of wellness spa tourism performance in building destination loyalty: The case of Thailand. Journal of Travel & Tourism Marketing, 35(5), 595-610.
Hardeman G., Font X. & NawijnJ. (2017). The power of persuasive communication to influence sustainable holiday choices: Appealing to self-benefits and norms. Tourism Management, 59, 484-493.
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Published
2025-04-07
How to Cite
PETR, Christine; OKA SURYAWARDANI, I Gusti Ayu; PURBANTO, I Gusti Raka.
Looking for Health or Normative Influence on Spa Consumption at Wellness Destination of Bali Indonesia: A Structural Equation Modeling Analysis.
Jurnal Kajian Bali (Journal of Bali Studies), [S.l.], v. 15, n. 1, p. 230-257, apr. 2025.
ISSN 2580-0698.
Available at: <https://ojs.unud.ac.id./index.php/kajianbali/article/view/123928>. Date accessed: 20 apr. 2025.
doi: https://doi.org/10.24843/JKB.2025.v15.i01.p09.
Section
Articles
This work is licensed under a Creative Commons Attribution 4.0 International License.
