A Research On Tourists' Demand Based On Sustainable Development Of Tourism

The sustainable development of natural scenic areas not only needs to constantly satisfy and develop the legitimate and reasonable tourists'demand, but also needs to guide or resist irrational and unhealthy demand of tourists. So it needs consumer not to prejudice demand behavior and ability of others and social ethos or pollute social moral resources when satisfy themselves. Thus, thorough analyzing, mastering tourists'demand, and developing and managing it rationally are very important to sustainable development of scenic areas.Through theoretical analysis and empirical investigation, the paper shows that both proposed demands and developed or satisfied demands of tourists have sustainable and unsustainable factors. Unsustainable factors involve the possible destruction to ecological environment and the possible encumbrance to progress of social civilization. While the main reasons of tempting tourists have unsustainable demands are the limited environmental awareness and moral level of tourists, and non-environment protection and immoral acts in the development and operation of tourism enterprises.The paper indicates that tourist's sustainable demand is the support condition of scenic area's sustainable development. It isn't feasible to stress one-sidedly tourists'demand in scenic area development. It needs to obey the coordination, the rationality, the guidance, and the environment-friendly principles. So each link, from developing tourism product to selling, should incarnate the education and guidance function to the tourists. Therefore, tourism product developers, dealers and builders of tourism environment should influence and serve the tourists by selves'environmental awareness, environmental protection behaviors and supplying high-quality services. And they also needs to guide tourists'demand and deepen the understanding of the sustainable development of tourism through tourism education in the process of services, tourism ethics, tourism laws and the media publicity on environmental protection.