Objectives Efficient tourist management is crucial for promoting the harmonious coexistence between human and non-human wildlife. The clarification of the characteristics of tourists with different concepts of animal justice from a multi-dimensional perspective will have a profound impact on the effective management of the wildlife tourism market and the promotion of harmonious symbiosis between humans and wildlife.

Methods The sample data was subdivided by factor-cluster analysis, and one-way ANOVA and least significant difference were used to examine the variations in empathy attitude and animal-friendly behavioral intention of different types of wildlife tourists.

Results Based on varying perspectives on animal justice, tourists can be categorized into three groups: weak animal justice, medium animal justice, and strong animal justice. The analysis revealed significant differences between these groups in terms of their empathic attitudes and animal-friendly behavioral intentions.

Conclusion The management of wildlife tourism in the future should prioritize respect for market variations, the fostering of empathic abilities, and the promotion of animal-friendly behavior. This study empirically tested the scale of animal justice, introduced a new research viewpoint on wildlife tourism market segmentation, and further analyzed the distinct characteristics of tourists based on their animal justice orientation. Furthermore, it offered valuable insights for fostering the sustainable growth of wildlife tourism and cultivating a harmonious coexistence between humans and animals.