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Purpose: The purpose of this research is to test and explain the variables that influence visit intention to spiritual tourism destinations in Bali from tourists who have seen virtual tours.
Theoretical framework: Spiritual tourism is a service business that serves the travel needs of a person/group to tourist destinations (tourism/travel industry), especially those related to the purpose of spiritual activities such as meditation, pilgrimage, and so on.
Design/Methodology/Approach: The population of this study are tourists who have seen a virtual tour. The sample size used was 250 tourists with a purposive sampling method . The analysis technique used is Path Analysis using SEM-PLS.
Findings: The results of the study show that authentic experience influences cognitive response, affective response, and attitude, and then influences attachment to virtual tours , and also influences visit intention . In addition, PBC apparently had no effect on visit intention . Therefore, it is important for business actors in the tourism sector who manage spiritual tourism destinations to pay attention to authentic experiences after viewing virtual tours so that their cognitive response, affective response, attitude and attachment to virtual tours become higher and encourage tourists to have the desire to visit destinations in the virtual tour Research, practical & social implications: The research implications that can be given are that this research can help service providers in the tourism sector to be able to increase tourist interest in visiting a destination.
Originality/Value: With empirical evidence that the intention to visit tourists can be influenced because these tourists get experience from seeing virtual tours so that business people in the tourism sector can use virtual tours to provide positive experiences and have an impact on attitudes, cognitive responses, affective responses, and their attachment to seeing virtual tours.
