Unveiling the impact of consumer animosity and risk perception on tourists’ decision-making

Abstract

This study examines the impact of diplomatic tensions between South Korea and Japan on tourist decision-making, with a focus on consumer animosity and risk perception. The results indicate that both factors significantly influence attitudes toward visiting Japan, with consumer animosity and avoidance having a direct negative and positive effect, respectively. Consistent with previous research, this study emphasizes the critical role of consumer animosity within the theory of planned behavior framework, highlighting the influential roles of travel attitudes and perceived behavioral control. Specifically, it stresses the importance of considering both cognitive and affective risk perceptions in the context of consumer boycotts and the political instability of destinations. Furthermore, it highlights the key role of tourists’ attitudes toward traveling to Japan, suggesting the need for Japan to prioritize risk management amid the ongoing boycott movement. The study reveals the nuanced role of perceived behavioral control, which has a stronger effect on avoidance intentions than on visit intentions due to anti-purchase movements and negative sentiments at the destination in scenarios of hedonic consumption with high risk and uncertainty.