A Study On Ecotourism Product Development In Fujian Province

Ecotourism is a hot topic that arouses controversy in the academic field in recent years, thus it is really significant in researching into it. This article probes into the development in the ecotourism products by considering the combination of ecotourism resources, tourism market and tourism service in Fujian province.This present paper consists of 5 parts. The introduction, firstly, analyses the research background of this project in general way, and defines what ecotourism is on the base of the summary for the theory & practice on it both in China and abroad. The first part discusses the theory foundation of the ecotourism products development, and considers that the sustainable development theory of tourism and the theory of ecological ethics play a role in supervising the development of ecotourism products. The second part deals with the definition of the ecotourism products; the analysis for the elements of ecotourism products according to the theory of total product concept, the concise statement for the features of ecotourism products, the types of ecotourism products; then puts forward the principles that should be abided by in developing ecotourism products. The third part will focus on the factors that affect the development of ecotourism products in Fujian province. The analysis in this part leads to the following 4 conclusions: the ecotourism resource isthe foundation for developing its products; while the key for the development is its market, at the same time tourism service is the bridge for the development, and the last but not the least, the administration of ecotourism, the guarantee for it. The fourth part discusses the set-up for the whole system of ecotourism products in Fujian province, and then puts forward some countermeasures and suggestions for the insurance system towards the development.