Research On Behavior Of Ecotourists

The concept of ecotourism came into China in the last century.A wide range of ecotourism has been carried out since then,and the essence of ecotourism has also been generalized.In the name of ecotourism,a lot of tourism activities have brought about damage of resource and environment.On the other hand,because the administrators of scenic spots lack understanding of ecotourists, management of nature reserves face tough challenges.Considering about the green,ecological and sustainable social trends,the research on ecotourism market and the behavior of ecotourists is necessary.Study of tourist behavior is an important component of research framework for ecotourism,and is also the basis of planning,management,marketing of ecotourism areas,and so on.The development of ecotourism tourist behavior research is closely related to the deepening of understanding of the connotation of ecotourism.In foreign countries,people have developed to a relatively mature stage in both theory and case studies;they have achieved certain results in the definition of ecotourists,research methods,behavioral characteristics of ecotourists and market segmentation.Domestic research is still in its infancy,lack of theory and examples.This paper draws lessons from the research results at home and abroad,based on the popular system named 'rigorous and general ecotourists',using combination of behavior recognition method, expert method and the mathematical recognition method,exploring the research system of identification of ecotourists and market segmentation.Based on the case study of Beijing Songshan Nature Reserve,and through the survey and cluster analysis,it achieves four categories of the ecotourists market.They are ordinary mass tourists,mass tourists of enjoyment,the positive ecotourists,strict ecotourists.It also analyses the characteristics and differences between mass tourists and eco-tourists,and the characteristics of the four categories of visitor market.Finally,it gives the visitor management framework of different sub-market for ecotourism.This study provides the basic data support and theoretical foundation for the research of China's ecotourism market and is worth for using for reference.