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This study examines the impact of media on animosity and the effect that animosity has on destination image and visitation intent. The context is the China–US relations where the US is a country-destination which is the target of animosity in China, as the bilateral relations have been suffering from long-lasting and more current conflicts. We found that media coverage of the newly emerged points of contention related to COVID-19 mainly affects situational animosity but has little influence on general animosity. While visitors and non-visitors to the US had the same exposure to media coverage of the conflict, visitors had more favorable attitudes toward the US. It was also found that in a situation of intense conflict, animosity toward the US not only decreases intent to travel to the US but positively impacts intent to travel domestically and to the in-group countries that were supportive of China during the pandemic.

The Effect of Media on Tourists’ Perceptions of a Country-Target of Animosity in the China–US Context