The role of communications on the relationship between feelings for and intention to visit a country with ongoing conflicts

Purpose This study aims to investigate how feelings for a country influence visitation to conflict-ridden destinations. It also examines the moderating effect of communications – news about terror or pictures of the place’s attractions – and whether the pictures counteract the damaging news. Design/methodology/approach This study examines the influence that feelings for a country have on visitation intentions, via the destination’s perceived risk and overall image. Furthermore, an experimental design is used to test the moderating influence of two communications stimuli. The sample consists of 309 individuals from the USA who were randomly exposed to various stimuli. Findings The findings confirm that feelings for the country shape risk perceptions, overall destination image and visitation intentions. Communications moderate the influence of these emotions. In addition, pictures of the destination’s attractions mitigate the adverse effect of negative news. Research limitations/implications The investigation focuses on Turkey, a popular tourist destination, despite being subject to biases due to its geopolitical situation and ongoing armed conflict. The findings suggest that conflict-ridden destination managers should understand and use emotions, distinguishing between country and destination, while emphasizing the place’s attractions with visual communications to counter negative country reports. Originality/value This research contributes a comprehensive model that explains the impact that feelings for a country have on visitation decisions, highlighting the mediating role of risk perceptions and destination image. Furthermore, the study underlines the moderating role of communications, both positive and negative, that shape the effect of the emotions on the studied variables.