Publisher

UNUDUNUD

Journal Jurnal Kajian Bali (Journal of Bali Studies)Jurnal Kajian Bali (Journal of Bali Studies) Abstract

This research investigates the influence of social norms and prior expectations on tourist satisfaction and loyalty in Balis 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 spas 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.

Conclusion

Social norms significantly shape tourist behavior at wellness destinations like Bali.Tourists are influenced not only by their expectations of health benefits but also by a desire to conform to what is perceived as the typical tourist experience.This highlights the need for destination marketers to leverage normative influence in their strategies, showcasing spa treatments as beneficial for well-being and a must-do activity for visitors to Bali.The research suggests managing a difference of priority in the positioning strategy.for unfamiliar visitors, focus on similarity, and for experienced visitors, emphasize differentiation.

Future Research

Berdasarkan temuan ini, penelitian lanjutan dapat berfokus pada eksplorasi lebih dalam mengenai peran kepribadian wisatawan dalam memediasi pengaruh norma sosial terhadap perilaku konsumsi spa. Studi ini dapat menyelidiki apakah wisatawan dengan profil kepribadian tertentu (misalnya, pencari pengalaman, yang berorientasi pada tugas) lebih rentan terhadap tekanan norma sosial atau lebih cenderung mencari pengalaman spa yang unik dan personal. Selain itu, penelitian kuantitatif dapat menguji efektivitas berbagai strategi pemasaran yang dirancang untuk memanfaatkan norma sosial dalam meningkatkan loyalitas pelanggan dan daya saing destinasi. Pendekatan kualitatif, seperti wawancara mendalam atau focus group discussion, dapat memberikan wawasan yang lebih kaya mengenai motivasi dan persepsi wisatawan terkait norma sosial dalam konteks konsumsi spa di Bali. Penelitian dapat menginvestigasi bagaimana norma-norma lokal dan budaya Bali dapat diintegrasikan ke dalam pengalaman spa untuk meningkatkan keunikan dan nilai tambah bagi wisatawan. Akhirnya, penelitian dapat mengeksplorasi dampak jangka panjang dari norma-norma sosial terhadap perilaku wisatawan, termasuk dampaknya terhadap keberlanjutan pariwisata dan kesejahteraan masyarakat lokal.

References

1. Priority of Criteria for Agritourism Development in Bali | Jurnal Kajian Bali (Journal of Bali Studies).... ojs.unud.ac.id/index.php/kajianbali/article/view/114112Priority of Criteria for Agritourism Development in Bali Jurnal Kajian Bali Journal of Bali Studies ojs unud ac index php kajianbali article view 114112
2. Emoji rhetoric: a social media influencer perspective: Journal of Marketing Management: Vol 34 , No 15-16... tandfonline.com/doi/full/10.1080/0267257X.2018.1483960Emoji rhetoric a social media influencer perspective Journal of Marketing Management Vol 34 No 15 16 tandfonline doi full 10 1080 0267257X 2018 1483960

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