Self-decisions versus other-decisions in adventure tourism

Wuji Lin, Mimi Li, Jingmin Lin, Jingyuan Lin

Research output: Journal article publicationJournal articleAcademic researchpeer-review


Adventure tourism has recently received growing attention. Researchers often consider tourists’ personal decisions in choosing tourism products. However, consumers do not always purchase such products solely for themselves; they occasionally decide for others as well. Yet little is known about the differences. Through behavioral experiments and eye-tracking technology, this study examines differences between self- and other-decisions in adventure tourism. Results show that participants tended to seek adventure in self-decisions and exhibited risk aversion in other-decisions. Overall, findings offer a theoretical basis and inspiration for the development and sale of adventure tourism products, tourism safety-related features, and other promotional attributes.

Original languageEnglish
Pages (from-to)31-41
Number of pages11
JournalJournal of Travel and Tourism Marketing
Issue number1
Publication statusPublished - 2022


  • Adventure tourism
  • eye tracking
  • self–other decision
  • tourism decision making

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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