Wan Fei will spend her winter vacation with her husband and 5-year-old son in Thailand, a relatively warm and friendly place and a popular destination for Chinese tourists, particularly in the winter. Searching online for hotels and services specially designed for parents with children, she focused on two travel agencies, and finally picked the one that did not offer animal entertainment, elephant rides for example, a favorite of tourists visiting Thailand.

Working as an accountant in Beijing, the 35-year-old Wan is also a member of a nongovernmental animal charity group that helps rescue stray cats and dogs in the city, as well as raises funds for their medical treatment and upkeep, and finds them homes.

"I will not spend money on animal entertainment," she said."Although I have never taken an elephant ride, I can imagine how an elephant suffers, particularly when it is forced to learn to follow the mahout's instructions.

"Their condition is worse than the animals in the zoos, who are confined to a cage or forced to live in a small area for the rest of their lives ... I can never enjoy the entertainment provided by 'imprisoned' animals and will teach my son not to do so."

Wan is not alone in shunning elephant rides and shows. A recent report said that an increasing number of Chinese tourists are availing of wildlife-friendly tours that do not use or hurt animals. According to the report jointly prepared by World Animal Protection, an international nonprofit animal welfare organization, and CCTV Market Research last year, more than 70 percent of the Chinese tourists said they would rather opt for wildlife-friendly tours even if they are more expensive.

The report also said that nearly 70 percent of those tourists traveled overseas, especially to Asian, African and European countries, to see wildlife at least twice a year. Also, more than 90 percent of them said they ensure that their activities would not affect animals before they join any wildlife safari. And about 60 percent said they would refuse to take part in tours that could interrupt the life of animals or harm their habitats.