A research note exploring socially visible consumption in tourism

The present study was conducted in the context of the political tensions between Turkey and Israel. The main objective of the present research note is to examine the relationship between consumer animosity and socially-visible consumption; although two salient constructs in the consumer behaviour stream of research, the relationship between them has not been examined in previous research. The mall-intercept method was employed to collect data from a sample of 208 respondents. SPSS's AMOS software was employed to test the construct validity of the scale items. Pearson correlations and independent sample T-tests were conducted to explore the relationships between the study variables. Results suggest that the relationships between socially visible consumption and consumer animosity is moderated by travellers' willingness to holiday in a socially visible fashion. Future research should focus on other potential moderators of the relationship between animosity and tourism behaviour such as risk perception.