Spa tourism in Bali is currently growing rapidly as a potential market in Indonesia; spa facilities which combine the unique nature of Bali and relaxation massage could be found almost in every part of Bali. The present research focuses not solely on the current but also the futuristic consumer decision-making process regarding Taiwanese and Chinese couple tourists when conducting spa travel in Bali, Indonesia. More explicitly, the purpose of this study is to identify who is more authoritative between the wedded or unwedded couple when it comes to purchasing the travel-oriented merchandise. In addition, it also figure out sub-decisions as “small” crucial part when wedded or unwedded couple purchase travel merchandise to ascertain different respond in marketing. 350 direct questionnaires were collected (consists of 171 Taiwanese tourists and 179 Chinese tourists) which was adequate to questions only one spouse. As a result, the specific identification could lucratively lead to abundant business opportunity traded among Bali, Taiwan and Mainland China; the respective tourism industry and the affiliated revenue are expected to grow exponentially. Based on quantitative research method, this present study adopts the questionnaire data collection; the result is estimated to assist Taiwan and Mainland China travel agents to schematize more customized mini package tours, especially targeting at the special tourists.
