Motivation versus risk

Abstract

The tourism industry is the one that has been hit the most by the COVID-19 outbreak. Bali is one of the most popular tourist destinations among both local and international visitors, and its economy is heavily reliant on the tourism industry. The purpose of this study is to investigate how push-pull motivation and perceived health risk affect the attitude of tourists and their impact on the intention to return to Bali. The respondents are 200 Indonesians who have visited Bali. On SMART-PLS version 3.0, structural equation model analysis was employed for data analysis. The results show that all four determinants of domestic tourist revisit intention, including push motivation (?=0.273, p < .001), pull motivation (?=0.394, p < .001), perceived health risk (?=-0.170, p < .01), and attitude (?=0.185, p < .01) significantly affect revisit intention. Recommendations are made to the government and businesses in the tourism industry to improve the revisit intention of domestic tourists.