Moral appraisal in tourism: how ethical judgments shape destination image and visit intention

Tourism decisions are increasingly influenced by travellers’ moral evaluations of countries’ involvement in geopolitical conflicts. This study examines how ethical judgments toward a country’s political behaviour shape destination image and visit intention. Guided by the Cognitive–Affective–Behavior (CAB) framework, the model positions ethical judgment as an antecedent shaping cognitive image, affective image, perceived warmth, and visit intention. Data were collected from potential tourists in the United Kingdom (n = 349) and the United Arab Emirates (n = 274) using an online survey capturing reactions to an ongoing international political conflict. Partial Least Squares Structural Equation Modeling (PLS-SEM) results show that ethical judgment strongly shapes cognitive image and perceived warmth. Affective image and perceived warmth significantly predict visit intention, with affective image exerting the strongest effect. Multigroup analysis indicates that UK respondents rely more on affective appraisals, whereas UAE respondents place greater weight on cognitive beliefs and perceived warmth, suggesting culturally contingent pathways through which moral evaluations influence destination choice. Practically, the findings suggest that destination authorities facing deteriorating moral perceptions must address not only safety or economic concerns but also ethical narratives and trust-building communication.