Prospect Theory (PT) serves as a foundational framework for comprehending individual decision-making patterns in risky and uncertain situations, highlighting deviations from the rational choices predicted by classical economic theories. However, PT's limitation lies in its exclusive focus on an individual-centric framework, neglecting the intricacies of group decision processes, particularly evident in tourism contexts. Furthermore, PT overlooks the hedonic dimensions of tourism experiences, where individuals may exhibit varying degrees of risk-seeking behavior. Therefore, this study aims to a) extend PT to accommodate group decision-making in tourism and b) explore how tourism products (hedonic) influence individuals' risk-taking levels compared to utilitarian products. The findings could enhance the understanding of tourists' decision-making behaviors within PT and group contexts, potentially informing the development of effective and experience-tailored marketing strategies for visitors’ experiences.