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While the experience of migrant entrepreneurs has been a well-studied topic in the tourism field, less attention has been paid to their evolving feelings and perceptions. In this study, we employed the theory of cognitive dissonance to guide a qualitative examination of the perceptions of being a guesthouse owner in Lijiang, China. We found that migrant guesthouse owners experienced cognitive dissonance between their actual feelings and their expected or desired way of living as migrant entrepreneurs. Those who managed to keep their status utilized a variety of strategies to resolve their feelings of dissonance. This study contributes to a better understanding of the experience of migrant entrepreneurs in tourist destinations and provides implications for both migrants and destination managers. • We explore migrant entrepreneurs' cognitive dissonances in Lijiang, China. • Their cognitive dissonances appear in ways of living and business operations. • The driving factors of dissonances include personal and environmental factors. • Migrant entrepreneurs use a variety of strategies to resolve feelings of dissonance. [ABSTRACT FROM AUTHOR]