Visitors’ emotional responses and coping behaviours in wildlife viewing: evidence from Sanjiangyuan National Park

Managing human-wildlife interactions is essential for conservation in Sanjiangyuan National Park. This study develops a scenario-based framework to explain visitors’emotional and behavioural responses. A mixed-methods design combines interviews with scenario-based visual surveys. Results show that landscape and animal behaviour jointly shape emotions: grasslands and calm animals elicit positive emotions, while vigilance or aggression induces negative emotions; Tibetan wild asses are perceived more positively than snow leopards. Behavioural intentions vary by context, with grasslands encouraging photography and roads prompting avoidance. Emotional responses further influence coping behaviours, with negative emotions associated with higher risky intentions.This study advances understanding of wildlife tourism by linking cognitive appraisal processes with behavioural outcomes. It provides practical implications for visitor management and risk mitigation in protected areas.