اثر خصومت بر روی قصد سفر به مقصد توریستی

The concept of tourist destination image has been frequently studied, with numerous articles appearing in the literature. In most of these studies, destination image is a defining variable for a tourist's intention to visit a given destination. However, once the concept of hostility or animosity towards a country was introduced into marketing, the idea arose to study how this hostility affects not only the consumption of goods from this country, but also the intention to visit the place. This work delves into the construct of animosity to identify the dimensions that comprise this concept, their role in tourism, and their influence on intention to visit a given destination. The results of this study reveal that there are various types of animosity, depending on the country analyzed, the influence of which on intention to visit does not always have a significant effect. The results facilitate an improved understanding of what causes people to feel animosity towards a country while at the same time offering destination managers guidelines to minimize its effects.