Tourists Propensity To Consume Eco-tourism Products To Be Certified - The Natural Scenic Spots, For Example

Ecotourism Accreditation will become the trend of ecotourism development in Zhejinag Province and through out of our country. The accreditation system is not market-orientated,but the market recognition and acceptance of it undoubtedly counts much to its establishment and extension the accreditation system.Ecotourism Accreditation provides a serial of operation standards in terms of environment protection and sustainability including environment, tourism facilities, service and management. These standards will be implemented by tourism enterprises. As soon as the enterprises reach the standards, the accreditation organization will award them with ecolables which differiatiated them from other scenic spots or tourism enterprises. Meanwhile the tourism consumers can gain much more satisfying tourism experiences and foster themselves to become real ecotourists. Based on researches on the ecotourism conciousness in natural scenic spots, attitudes to the ecotourism accreditation and the inclination to pay for the extra fees in tourism industry of Zhejiang Province, we get tourist attitudes, inclinations and the consuming effectors based on Zhejiang Province.After doing researches to the scenic spots in Hangzhou Lin'an, Ningbo Fenghua, Ninghai, Xiangshan and Shaoxing Xinchang and investigating the tourists, the author has concluded the bacis characteristic of the tourist consumers in choosing the ecotourism products are as followings: Age, family structure, education and the travel frequency have strong correlation in choosing the ecotourism products, and the choosing has nothing to do with sex, income, career, living area and the travel pattern; Sex and the family structure have strong correlation on the attitude to the ecotourism accreditation; Sex, education and the travel pattern have strong correlation on the attitude in choosing the ecotourism accreditation products;By using the contingent value method(CVM), the author estimated that the average amount that a tourist consumer is willing to pay for the accreditation is Y9.5yuan.Based on the above-mentioned researches and analysis, the author brings forward advice and suggestions of establishing and extending the ecotourism accreditation in Zhejiang Province in the view of the tourist consumers, which could also serve as part of the theoretical foundation for the development of the ecotourism accreditation in China.