The Role of Celebrity Endorsement and Risk Perception in Shaping Destination Image and Return Intentions of Tourists

Bali is recognized as one of the world’s leading tourist destinations, supported by a strong global brand image that is widely remembered by international visitors. However, the COVID-19 pandemic significantly disrupted global tourism, leading to a drastic decline in tourist arrivals to Bali. Although conditions have gradually improved following vaccination efforts, tourist return intention remains relatively low. Previous studies have examined factors influencing revisit intention to Bali, but emerging evidence suggests that perceived travel risk, celebrity endorsement, and destination image play critical roles in shaping tourists’ behavioural intentions. Perceived risk influences how safe tourists feel about travelling, while positive information from celebrity endorsements can enhance destination attractiveness and trust. Additionally, a strong and favorable destination image significantly contributes to tourists’ willingness to revisit. This study therefore explores how these three factors jointly influence tourists’ intention to return to Bali in the post-pandemic context. The findings are expected to provide valuable insights for destination marketers and tourism stakeholders in strengthening Bali’s competitiveness in the global tourism market