Navigating Travel Decisions: The Influence of Uncertainty Tolerance, Risk Perception, and Experience on Chinese Outbound Travel Intentions

ABSTRACT In the post‐pandemic era, the evolving international landscape poses significant challenges for Chinese outbound tourism. Risks and uncertainties stemming from global and regional instability, such as online scams, regional conflicts, and persistent turbulence, continue to influence travelers' decisions. These factors exacerbate the negative impacts and concerns originating from the pandemic, resulting in heightened risk perceptions and uncertainty among potential tourists. This study aims to explore the key factors influencing Chinese outbound travel decisions, focusing on how perceived risk and uncertainty tolerance affect travel intentions. Additionally, it examines the moderating role of prior travel experience in shaping these decisions. By offering a comprehensive model of decision‐making, the research addresses gaps in the literature and provides valuable insights into how Chinese tourists navigate their travel choices today.