From cute to conservation: interactive effects of perceptions of giant pandas’ cuteness and message framing on tourists’ conservation education

Tourist-aligned interpretation can advance conservation education, yet empirical evidence from wildlife tourism remains limited. Guided by the Chinese philosophy of ‘harmony’ (和) – which emphasises balanced human–wildlife relations and contextual understanding – this study proposes an interpretive approach that integrates appearance-based cuteness cues with message framing, and examines visitors’ thematic preferences. Two experiments test whether cue–frame congruence enhances conservation education perception (CEP; encompassing knowledge, attitudes, and behavioural intentions). Results show that cue–frame congruence significantly improves CEP: loss frames are more persuasive when paired with kindchenschema cues (signalling vulnerability and protection), whereas gain frames are more effective with whimsical cues (evoking playfulness and exploration). Tourists also demonstrate a preference for ecological-themed interpretation over economic, cultural, or political themes. These findings clarify how appearance cues and framing jointly shape conservation learning in wildlife tourism, extend evidence on interpretive preferences beyond nature tourism, and offer practical guidance for designing culturally resonant and educationally effective interpretive content.