Wildlife　tourism　is　experiencing　rapid　growth　as　people＇s　desire　to　connect　with　nature　intensifies,　making　the　improvement　of　tourist　behaviour　in　wildlife　destinations　a　crucial　research　issue.　In　light　of　this,　the　current　study,　grounded　in　the　appraisal　theory　of　emotion,　scrutinises　how　awe,　connectedness　to　nature　(CN),　and　empathy　impact　animal-friendly　behavioural　intentions　(AFBI)　by　establishing　and　appraising　a　model　incorporating　serial　mediation　and　moderation.　The　results　reveal　that　awe　positively　influences　AFBI,　with　CN　and　empathy　serving　as　serial　mediators.　Furthermore,　the　extent　to　which　awe,　CN,　and　empathy　affect　AFBI　is　amplified　at　higher　levels　of　animal　welfare　literacy.　This　research　represents　a　beneficial　attempt　to　investigate　AFBI　and　its　internal　mechanisms.　Destination　management　organisations　(DMOs),　tourism　product　and　service　designers,　marketers,　and　policymakers　can　derive　valuable　practical　insights　from　this　study　to　enhance　sustainable　development　in　wildlife　tourism.　©　2024　Asia　Pacific　Tourism　Association.