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This study explores how tourist xenophobia (TXO) and residents’ acceptance of tourists changed during the COVID-19 pandemic. If tourists feel TXO when travelling abroad during the pandemic, then, as residents in their home country, they may not welcome other tourists. Previous research on xenophobia in tourism has focused on tourists’ perspectives, but few studies have examined residents’ perspectives. Therefore, this study attempts to identify the influence of TXO on residents’ acceptance during COVID-19 in Japan. The national government required residents to stay at home and avoid unnecessary outings while implementing a campaign to promote the tourism industry by subsidising travel expenses. Analysis of data from residents in tourist destinations showed that TXO negatively influences residents’ acceptance of tourists and their travel intentions. There was a significant covariance between travel intention and tourist acceptance. Thus, TXO affects tourist intention and residents’ acceptance. Destination managers must explain to residents the importance of attracting tourists to boost the economy and mitigate xenophobia. Mitigating residents’ xenophobia and welcoming tourists are crucial for becoming a sustainable tourist destination in the volatile, uncertain, complex, and ambiguous (VUCA) era of the pandemic.

The objectives of this paper are twofold. First, to develop a framework for estimating the attractiveness of spas in Japan. Second, based on the results of the estimation, to consider how to attract more tourists.

Attractiveness is defined by the results of questionnaires, composed of a spa's characteristics, cost and accessibility. Using these aspects of the destination as measures of its attractiveness, the paper estimates attractiveness conducted with a destination choice model.

The results of the estimation provide some findings. First, consumers may value the quality of hot springs, with atmosphere as one of the most important elements. Second, the attractiveness varies because of accessibility or cost depending on the origin of each consumer. The management of each spa should consider where their customers are from; they also need to recognize which spas are their competitors.

There are many previous studies dealing with the estimation of attractiveness. However, most of these attractiveness studies do not include cost and accessibility. The attractiveness measures of this study include cost and accessibility, and provide examples of varying degrees of cost and accessibility. In this sense, it can be said that this study has originality.