HARMONY WITHIN AND BEYOND: THE ROLE OF PERSONAL NORMS, SOCIAL IDENTITY, AND PSYCHOLOGICAL WELL-BEING IN SHAPING REVISIT INTENTION TO BALI'S WELLNESS DESTINATIONS
DOI:
https://doi.org/10.5281/zenodo.21817464Keywords:
Wellness tourism, Personal norm, Social identity, Psychological well-being, Revisit intentionAbstract
Bali has become a leading wellness tourism destination, attracting visitors seeking spiritual rejuvenation and holistic well-being. Previous studies have primarily emphasized service quality and tourist satisfaction while paying limited attention to the psychological mechanisms through which tourists develop revisit intention. This study examined the roles of personal norm and social identity in shaping revisit intention through the mediating role of psychological well-being. The proposed framework was grounded in Norm Activation Theory, Social Identity Theory, and Self-Determination Theory. A quantitative explanatory research design was employed, and data were collected from domestic and international tourists who had participated in wellness tourism activities in Bali within the previous two years. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that personal norm and social identity significantly enhanced psychological well-being, with social identity exerting the strongest influence. Personal norm, social identity, and psychological well-being also had significant positive effects on revisit intention. Furthermore, psychological well-being partially mediated the relationships between personal norm, social identity, and revisit intention. These findings demonstrate that revisit intention in wellness tourism is driven not only by tourists' internal values and social connectedness but also by the psychological benefits derived from authentic wellness experiences. This study extends the wellness tourism literature by integrating Norm Activation Theory, Social Identity Theory, and Self-Determination Theory into a unified framework and offers practical insights for designing culturally authentic and psychologically meaningful wellness experiences that foster long-term destination loyalty.
Downloads
References
Abri, I. Al, Alkazemi, M., Abdeljalil, W., Harthi, H. Al, & Maqbali, F. Al. (2023). Attitudinal and Behavioral Loyalty : Do Psychological and Political Factors Matter in Tourism Development ? 1–22.
Ahn, Y. J., & Kim, K. B. (2024). Understanding the Interplay between Wellness Motivation, Engagement, Satisfaction, and Destination Loyalty. Behavioral Sciences, 14(3). https://doi.org/10.3390/bs14030239
Al-okaily, N. S., Alzboun, N., Alrawadieh, Z., & Slehat, M. (2023). The impact of eudaimonic well-being on experience and loyalty: a tourism context. Journal of Services Marketing, 37(2), 216–231. https://doi.org/10.1108/JSM-08-2021-0282
Arora, M., Dhiman, V., & Sharma, R. (2023). Exploring the Dimensions of Spirituality, Wellness and Value Creation amidst Himalayan Regions Promoting Entrepreneurship and Sustainability. Journal of Tourismology, 0(0), 0–0. https://doi.org/10.26650/jot.2023.9.2.1327877
Ashforth, E. (2011). and Identity Theory the Organization. Management, 14(1), 20–39. http://www.jstor.org/stable/258189
Bagheri, F., Guerreiro, M., Pinto, P., & Ghaderi, Z. (2024). From Tourist Experience to Satisfaction and Loyalty: Exploring the Role of a Sense of Well-Being. Journal of Travel Research, 63(8), 1989–2004. https://doi.org/10.1177/00472875231201509
Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5
Balıkçıoğlu Dedeoğlu, S., Eren, D., Sahin Percin, N., & Aydin, Ş. (2022). Do tourists’ responsible behaviors shape their local food consumption intentions? An examination via the theory of planned behavior. International Journal of Contemporary Hospitality Management, 34(12), 4539–4561. https://doi.org/10.1108/IJCHM-05-2021-0579
Buckley, R. (2023). Tourism and Mental Health: Foundations, Frameworks, and Futures. Journal of Travel Research, 62(1), 3–20. https://doi.org/10.1177/00472875221087669
Buzinde, C. N. (2020). Theoretical linkages between well-being and tourism: The case of self-determination theory and spiritual tourism. Annals of Tourism Research, 83(March), 102920. https://doi.org/10.1016/j.annals.2020.102920
Carreno, D. F., Eisenbeck, N., Pérez-Escobar, J. A., & García-Montes, J. M. (2021). Inner Harmony as an Essential Facet of Well-Being: A Multinational Study During the COVID-19 Pandemic. Frontiers in Psychology, 12(March), 1–14. https://doi.org/10.3389/fpsyg.2021.648280
Chaoyi, C., Huijuan, L., & Zhenbin, W. (2025). In fl uencing factors of tourist loyalty in China Con fi rmation Theory : the mediating role of. 2025, 1–14.
Dillette, A. K., Douglas, A. C., & Andrzejewski, C. (2021). Dimensions of holistic wellness as a result of international wellness tourism experiences. Current Issues in Tourism, 24(6), 794–810. https://doi.org/10.1080/13683500.2020.1746247
Dini, M., Curina, I., Francioni, B., Hegner, S., & Cioppi, M. (2023). Tourists’ satisfaction and sense of belonging in adopting responsible behaviors: the role of on-site and social media involvement in cultural tourism. TQM Journal, 35(9), 388–410. https://doi.org/10.1108/TQM-03-2023-0085
Dini, M., & Pencarelli, T. (2022). Wellness tourism and the components of its offer system: a holistic perspective. Tourism Review, 77(2), 394–412. https://doi.org/10.1108/TR-08-2020-0373
Distance, P. (2023). behavioral sciences How Social Identity Affects Green Food Purchase Intention : The Serial Mediation Effect of Green Perceived Value and Psychological Distance.
Gan, T., Zheng, J., Li, W., & Li, J. (2023). Gan, T., Zheng, J., Li, W., Li, J., & Shen, J. (2023). Health and Wellness Tourists’ Motivation and Behavior Intention The Role of Perceived Value. International Journal of Environmental Research and Public Health, 20(5), 4.pdf. International Journal of Environment Research and Public Health, 20(5), 1–16. https://www.mdpi.com/1660-4601/20/5/4339
GE, H., & CHEN, X. (2024). Research on Tourist Satisfaction and Behavioral Intention in Ecological Health Tourism Activities in Bama, Guangxi Based on Structural Equation Model. GeoJournal of Tourism and Geosites, 52(1), 221–230. https://doi.org/10.30892/gtg.52121-1198
Hair, J. F., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). Updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hämeenoja, E. (2024). Exploring Spiritual Tourism; Motivations and Holistic Wellbeing of Participants in Sacred Travel Experiences.
Han, W., Wang, Y., & Scott, M. (2021). Social media activation of pro-environmental personal norms: an exploration of informational, normative and emotional linkages to personal norm activation. Journal of Travel and Tourism Marketing, 38(6), 568–581. https://doi.org/10.1080/10548408.2021.1969319
Harland, P., Staats, H., & Wilke, H. A. M. (1999). Harland , P ., Staats , H ., & Wilke , H . A . M . ( 1999 ). Explaining pro-environmental intention and behavior by the theory of planned behavior and perso .... Explaining Proenvironmental Intention and Behavior by Personal Norms and the Theory of Planne. Journal of Applied Social Psychology, 29(12), 2505–2528.
Harris, L. R. (2010). This is the pre-published version . This is the pre-published version . Educational Research, May, 1–20.
He, J. (2023). Group Belongingness: Investigating the Formation, Maintenance, and Influencing Factors of Social Identity and Group Membership. Studies in Psychological Science, 1(2), 32–40. https://doi.org/10.56397/sps.2023.09.03
Hosseini, S. A. H. (2023). The well-living paradigm: reimagining quality of life in our turbulent world. Discover Global Society, 1(1). https://doi.org/10.1007/s44282-023-00022-8
I Gusti Bagus Rai, U., & Ni Putu Dyah, K. (2025). Revitalizing Bali: Exploring the Growth of Health and Wellness Tourism. International Journal of Current Science Research and Review, 08(03), 1405–1417. https://doi.org/10.47191/ijcsrr/v8-i3-48
Kajornatthapol, P., Siyaphat, S., Tarmthai, P., & Thumtheang, S. (2024). Exploring Interpersonal Dynamics in Wellness Tourism: A Reexamination of Intentions Through a Case Study of Generation X Citizens in Thailand. Revista de Gestão Social e Ambiental, 18(11), e09635. https://doi.org/10.24857/rgsa.v18n11-036
Kim, Y. (2024a). Exploring the Interplay of Psychological Need Satisfaction, Well-Being, and Behavioral Intentions in Tourism: A Self-Determination Theory Perspective. Journal of Travel Research. https://doi.org/10.1177/00472875241283404
Kim, Y. (2024b). Exploring the Interplay of Psychological Need Satisfaction , Well-Being , and Behavioral Intentions in Tourism : A Self- Determination Theory Perspective. https://doi.org/10.1177/00472875241283404
Manhas, P. S., Sharma, P., & Quintela, J. A. (2025). Wellness Tourism in the Himalayas: A Structural Analysis of Motivation, Experience, and Satisfaction in Spa Resorts. Tourism and Hospitality, 6(2), 1–21. https://doi.org/10.3390/tourhosp6020118
More, V. (2024). Exploring the Role of Artificial Intelligence in Creative Process and its Impact on Human Creativity. Journal of Management Research, XVI(2), 49–65.
Orden-Mejía, M., Carvache-Franco, M., Palomino, O., Carvache-Franco, O., Minchenkova, L., Núñez-Naranjo, A., Minchenkova, A., & Carvache-Franco, W. (2025). Motivations, Quality, and Loyalty: Keys to Sustainable Adventure Tourism in Natural Destinations. Sustainability (Switzerland), 17(13), 1–19. https://doi.org/10.3390/su17135789
Rao, X., Qiu, H., Morrison, A. M., & Wei, W. (2022). Extending the Theory of Planned Behavior with the Self-Congruity Theory to Predict Tourists ’ Pro-Environmental Behavioral Intentions : A Two-Case Study of Heritage Tourism.
Reis, P., Carneiro, M. J., & Jorge, J. P. (2025). Culture as a resource for surf tourism destinations : understanding surf culture. Journal of Sport & Tourism, April, 1–28. https://doi.org/10.1080/14775085.2025.2492589
Robledo, M., Kainthola, S., & Chowdhary, N. R. (2023). Spiritual Tourism and its Contribution to Psychological Wellness in the Post-Pandemic Era. Tourism, 71(3), 505–522. https://doi.org/10.37741/t.71.3.5
Ryan, R. M., & Deci, E. L. (2000). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology, 25(1), 54–67. https://doi.org/10.1006/ceps.1999.1020
Ryff, C. D. (1989). Happiness is everything, or is it? Explorations on the meaning of psychological well-being. Journal of Personality and Social Psychology, 57(6), 1069–1081. https://doi.org/10.1037/0022-3514.57.6.1069
Schwartz, E. S. (1977). The valuation of warrants: Implementing a new approach. Journal of Financial Economics, 4(1), 79–93. https://doi.org/10.1016/0304-405X(77)90037-X
Schwartz, S. H. (1977). Normative Influences on Altruism (pp. 221–279). https://doi.org/10.1016/S0065-2601(08)60358-5
Seow, A. N., Foroughi, B., & Choong, Y. O. (2024). Tourists’ Satisfaction, Experience, and Revisit Intention for Wellness Tourism: E Word-of-Mouth as the Mediator. SAGE Open, 14(3), 1–16. https://doi.org/10.1177/21582440241274049
Setiawan, B., Afiff, A. Z., & Heruwasto, I. (2021). Personal Norm and Pro-Environmental Consumer Behavior: an Application of Norm Activation Theory. ASEAN Marketing Journal, 13(1). https://doi.org/10.21002/amj.v13i1.13213
Singh, R., Manhas, P. S., Mir, M. A., & Quintela, J. A. (2022). Investigating the Relationship between Experience, Well-Being, and Loyalty: A Study of Wellness Tourists. Administrative Sciences, 12(3). https://doi.org/10.3390/admsci12030098
Siriwong, C., Pongsakornrungsilp, S., Pongsakornrungsilp, P., & Kumar, V. (2025). Mindful mindsets and rural community characteristics in promoting sustainable rural tourism and facilitating the tangible implementation of the circular economy. Journal of Tourism Futures, October, 1–19. https://doi.org/10.1108/JTF-02-2024-0041
Sthapit, E., Björk, P., & Coudounaris, D. N. (2023). Memorable nature-based tourism experience, place attachment and tourists’ environmentally responsible behaviour. Journal of Ecotourism, 22(4), 542–565. https://doi.org/10.1080/14724049.2022.2091581
Thal, K. I. (2015). Self-determination theory and wellness tourism: How do wellness facilities contribute to wellbeing? 1–229. https://scholarcommons.sc.edu/etd/3133/?utm_source=scholarcommons.sc.edu%2Fetd%2F3133&utm_medium=PDF&utm_campaign=PDFCoverPages
Turner, J. C., Brown, R. J., & Tajfel, H. (1979). Social comparison and group interest in ingroup favouritism. European Journal of Social Psychology, 9(2), 187–204. https://doi.org/10.1002/ejsp.2420090207
Uludag, O., & Andrli, B. (2025). The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry The Role of Green Consumer Brand Engagement in Shaping Brand Loyalty Through Digital Marketing in the Hotel Industry.
Valente-Mosqueda, F., Thakur, P., Calero-Sanz, J., & Orea-Giner, A. (2025). The inspired wellness: unveiling the connection between mental health and wellness tourism. Tourism Recreation Research, 0(0), 1–17. https://doi.org/10.1080/02508281.2024.2448084
Warih Wulandari, L. (2025). Exploring The Role of the 4Es (Entertainment, Educational, Aesthetic, Escapist) in Enhancing Wellness Tourism Experiences. Asian Journal of Social and Humanities, 3(9), 1704–1716. https://doi.org/10.59888/ajosh.v3i9.577
Yang, S., Goh, E., & Fan, Y. (2025). Advancing self-congruity theory in senior tourism: a perspective on theoretical, methodological and contextual progress. Asia Pacific Journal of Marketing and Logistics, April. https://doi.org/10.1108/APJML-08-2024-1152
Yuan, F., & Vui, C. N. (2023). The Influence of Destination Image on Tourists’ Behavioural Intentions: Explore How Tourists’ Perceptions of a Destination Affect Their Intentions to Visit, Revisit, or Recommend It to Others. Journal of Advanced Zoology, 44(S6), 1391–1397. https://doi.org/10.17762/jaz.v44is6.2471
Zhang, G., Huang, K., & Shen, S. (2023). Impact of spiritual values on tourists’ psychological wellbeing: evidence from China’s Buddhist mountains. Frontiers in Psychology, 14(August), 1–15. https://doi.org/10.3389/fpsyg.2023.1136755
Zhang, J. J. (2023). Leisure travel as process: understanding the relationship between leisure travel and subjective well-being among older adults. Current Issues in Tourism, 26(20), 3306–3317. https://doi.org/10.1080/13683500.2023.2201418
Zhou, J., Xiang, K., Cheng, Q., & Yang, C. (2021). Psychological and behavioural consistency value seeking of tourists in niche tourism: Nostalgia, authenticity perception, and satisfaction. Psychology Research and Behavior Management, 14, 1111–1125. https://doi.org/10.2147/PRBM.S322348
