Preference for Animals: A Comparison of First-Time and Repeat Visitors

Wildlife tourism is one of the strongest-performing sectors in the global tourism market. While tourists’ preferences for and affection towards animals are a cornerstone of the industry, a better understanding of how experiences, including animal–tourist encounters and visitation frequency, influence visitors’ animal preferences is required. Through a comparison of preferences among first-time and repeat visitors of four species (giant panda “Ailuropoda melanoleuca”, red panda “Ailurus fulgens”, peafowl “Pavo cristatus”, and swan “Cygnus”), both before and after animal encounters at the Chengdu Research Base of Giant Panda Breeding (Panda Base), the results show that different species elicit varied and, at times, contrasting tourist preferences. As a result, animal preferences in wildlife tourism can vary based on different stages of visitation. Highlighting this dynamic relationship between animal preferences and visitation experiences is further elucidated through consumer learning theory and lively capital. The outcomes of this study contribute to a deeper grasp of human–animal interactions and have broader implications for the development of conservation programs in captive wildlife venues.