Country image, animosity, and xenophobia: Australian travel intentions in the post-pandemic era

The pandemic has significantly disrupted the tourism sector, prompting a reevaluation of factors influencing travel decisions. Central to this study is the exploration of the interplay between country image, animosity, and tourist xenophobia, and their impact on travel intentions. Based on online survey data from 558 Australian travelers, the research examines the complex role of affective country image and integrates emotions into the theory of reasoned action to better understand travel intentions after the pandemic. Using partial least squares structural equation modeling, our findings demonstrate the negative influence of animosity and tourist xenophobia on both country image and travel intention, such as the indirect effect of affective country image was overall stronger when China was the destination in comparison to the United States, United Kingdom, or Japan. The findings aim to provide a reflection on the political dimension of country image and travel intentions and insights into the long-term implications of shifts in perception, offering a novel contribution to the understanding of post-pandemic travel behavior. This research holds significant implications for tourism management in the evolving post-COVID-19 era.