EFFECTS OF ECOTOURISM EXPERIENCE ON VALUE AND ENVIRONMENTAL ATTITUDE

摘要

Ecotourism is largely promoted in various countries and by scholars mainly because of the development principle matching the world trend of sustainable development and environmental conservation. Among all travel styles, ecotourism has been highly expected and is considered matching the value and definition of ecotourism. Similarly, visitors are expected to grow and learn in ecotourism. However, it is wondered whether the acquired value really equals the value in the definition. Aiming at ecotourism, ecotourism visitors in Guangxi Province are preceded the research. Total 360 copies of questionnaire are distributed, and 247 valid copies are retrieved, with the retrieval rate 69%. The research results show remarkably positive effects of: (1) ecotourism experience on value; (2) value on environmental attitude, and (3) ecotourism experience on environmental attitude. According to the results, suggestions are proposed, expecting to help the planning of ecotourism itinerary and reduce the impact on the environment to achieve the goal of sustainable development.