Decision-Making Behavior and Risk Perception of Chinese Female Wildlife Tourists

Prior to the global pandemic, wildlife tourism was increasing rapidly globally but was in the early stages of development in China, where it faces great challenges and opportunities. Women comprise a substantial proportion of the market but their decision-making behavior and their perceptions of risk in wildlife tourism have not yet been explored. This paper explores relationships between risk perception and decision-making in tourism. A survey of female tourists was undertaken at non-captive and semi-captive wildlife sites in western China, as well as through internet website posting, resulting in 415 completed questionnaires. Quantitative methods were used to examine four sequential stages of decision-making in wildlife tourism: destination selection, trip itinerary, travel mode and security assurance, and entertainment consumption. Three dimensions of risk perception in wildlife tourism were identified: physical safety, personal comfort, and quality of experience. Decision-making behavior and risk perceptions are related. Perceived risks greatly impact tourists’ travel mode and security assurance decisions. The higher the perceived risk, the greater the likelihood of female tourists participating in decisions on destination selection, travel methods and other entertainment activities undertaken on their wildlife tourism trips. Concerns regarding personal comfort positively influence destination selection, the trip itinerary, and recreation and consumption decisions. Assurance of acquiring a quality experience influences entertainment consumption decisions. The study contributes to the understanding of risk, decision-making behavior and gender research, and confirms the practical importance of safety considerations at wildlife destinations.