Understanding Animosity and Its Impact on Travel Intentions: A Study of Vietnamese Tourists

Abstract

Purpose: This study investigates the multidimensional nature of country-directed animosity and its significant negative effect on travel intentions to China among Vietnamese tourists. Design/methodology/approach: The research proposes a comprehensive scale encompassing five key dimensions of animosity: economic, political, cultural, war, and pandemic-related. Data analysis included exploratory factor analysis for unidimensional concepts, confirmatory factor analysis for willingness to buy and animosity dimensions, and structural equation modeling using AMOS software. Findings: The results indicate that animosity significantly influences Vietnamese tourists' intentions to visit China, with cultural animosity identified as the strongest deterrent. Cultural animosity varied across different demographic groups, while economic and war-related animosity did not significantly impact attitudes toward China. This reinforces a multidimensional perspective that includes pandemic-related factors. Research limitations/implications: The study confirms the formative structure of animosity and provides theoretical insights into its implications for the tourism industry. However, it also suggests the need for further research to better understand the intricate dynamics of animosity and its effects on travel behavior. Originality/value: This research highlights the necessity for policymakers and marketers to address cultural animosity to enhance visitor intentions and economic outcomes. It contributes to the existing literature by confirming the multidimensional nature of animosity, and its formative structure.