Examining a structural model of consumer animosity impact on boycotting pilgrimage and recreation trips to Saudi Arabia and the United Arab Emirates in Tehran

recently, the desire to boycott the pilgrimage and recreation trips to Saudi Arabia and the United Arab Emirates has increased significantly among Iranians. Clearly it can be due to the resentments and hostilities. The concept of Customer Animosity that has seriously followed up in international marketing’s discussions can be effective in explaining such tendencies. This article that is descriptive-analytical in nature, with structural equation modeling tries to develop a coherent understanding of the situation. For this, the result of 394 questionnaires showed that stable and Situational animosities have most effect on boycott motivations. Stable animosity has a significant positive effect on lower pilgrimage and recreation trip’s assessment. Situational animosity shows a strong effect on consumer affinity and ethnocentrism. Lower valuation and consumer affinity and ethnocentrism have strong positive effect on boycott motivations. Religious Tendencies has strong negative effects on stable animosity, lower assessment, and boycott motivation. Such factors explain 79% of the variance of boycott motivation and 70% of the lower assessment of pilgrimage and recreation trips to Saudi Arabia and the United Arab Emirates.