Abstract
This study introduces a co-design benchmarking framework to understand tourists' perceptions of animal welfare, integrating diverse perspectives from tourists, researchers, and animals. By leveraging scientific theories to establish benchmark dimensions, the framework is refined through visitor input, ensuring a robust and adaptable methodological tool for assessing tourists' perceptions and animal informed consent in wildlife tourism. Using the Chengdu Research Base of Giant Panda Breeding as an example, we analyzed 4839 visitor comments collected from March to August 2023 to benchmark perceptions of giant panda welfare. This approach underscores the importance of effective communication in educational initiatives, aiming to enhance public literacy and knowledge about animal welfare. By addressing the complexity and variability in tourists' perceptions, the proposed framework contributes to more impactful conservation education efforts. The study demonstrates that a collaborative effort results in a benchmarking framework that is firmly grounded in theoretical foundations yet flexible enough to adapt based on visitors' insights and animal participation. Ultimately, this comprehensive approach ensures that educational initiatives resonate with tourists' diverse backgrounds, fostering a deeper understanding and commitment to animal welfare and conservation, which, we argue, should be key components of sustainable tourism.