Risk perceptions and behavioral intentions of wildlife tourists during the COVID-19 pandemic in China

ABSTRACT The COVID-19 pandemic is having a huge impact on global tourism, including wildlife tourism. Based on the Theory of Planned Behavior (TPB), risk perceptions of wildlife tourism are explored and a structural equation model is created of the influence of COVID-19 on tourists’ behavioral intentions in China. A total of 677 quantitative surveys were obtained in April and May 2020. The results indicate that attitude, subjective norms and perceived behavioral control all have predominantly significant positive effects on behavioral intentions regarding tourism and protective behavior. In addition, approximately 70% of respondents considered the COVID-19 pandemic had increased their perceptions of risk and weakened their behavioral intentions regarding wildlife tourism and animal protection. This study contributes to the literature on wildlife tourism in the context of the COVID-19 pandemic and provides timely practical insights into guidelines for the wildlife tourism industry, as well as safety precautions.