Self-decisions versus other-decisions in adventure tourism

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.