The Research On The Difference Between Attitude And Behavior Of Eco-tourist And It's Green Marketing Strategies

With the rapid development of ecotourism in China, the conception of ecotourism is misunderstood and expanded, the tourism activies named of ecotourism lead great pressure to the environment. The characteristics of China's ecotourists show their differences with international ecotourism conception, exploring Chinese ecotourist's environment attitude and behavior is significant for the problem solving.Based on the tourist behavior and comsumer behavior theory, put forwards the hypothesis to explore the relationship between ecotourist's enviroment atittude and behavior, with the methods of question survey and content analysis, the hypothesis was proved to be true, the conclusions are :No evedence to gurantee that there are significant correlation between population characteristic and tourism products choice, but tourist's attitude and behavior have stong correlation with tourist's product choice.It shows that tourist's attitude and behavior could be the criterion of classfication for ecotourist.Chinese ecotourist could be classified into hard ecotourist , soft ecotourist and structured ecotourist,and most of them are stuctured ecotourist, that is ,with strong environment sense but without related behavior.Visitor's enviornment attitude and behavior usually perform congruously, but Chinese ecotourist have different environment atittude and behavior, different type of ecotourist shows samilar behavior.The reason that lead to the difference between attitude and behavior of Chinese ecotourism including tow sides: the infromation mislead and misunderstood, the visitor themselves's incentive factor.Visitor's satisfaction impact factors coincide with Frederick Herzbery's Motivation-hygiene theory. The motivation factors are physical factors and hygiene factors are service factors, and these motivation-hygiene characteristic affected the tourist's environment attitude and behavior.Ecotourim and Green marketing are inherent correlated and it's the right way to use green marketing conception to guide the ecotourism management, especially to adjust the ecotourist's envirnoment attitude and behavior.Based on the comparative study of western visitor management model, the disertation put forward the Visitor Attitude and Behavior Management model(VABM).