A STUDY OF ECOTOURISM POTENTIAL MARKET AND DEVELOPMENT STRATEGIESIN TRADITIONAL TOURISM DESTINATION——A Case Study of Mont. E'mei Scenic Spot
YAN Lei1, YANG Guo-liang1,2, WANG Ming-lin3
1. College of Resources and Environment, Sichuan Normal University, Chengdu 610066, China;
2. Department of Urban and Resources, Nanjing University, Nanjing 210093, China;
3. School of Tourism, Leshan Teacher's College, Leshan 614004, China
Abstract Firstly,this paper gives some literature reviews on ecotourism and ecotourist,arguing that ecotourism may have different forms due to its different markets and resources. Secondly, the researchers use some mathematic models to study the status quo of supply and demand in Mont. E'mei based on statistic datum, demonstrating that seasonal changes of tourist are not obvious. In order to decrease the understanding bias which usually appears in general market survey, the researchers specially use face-to-face interview to study the potential market in Mont.E'mei, including travel motive, travel behavior model and ecological conception of tourists. Finally, based on the potential market characteristics from market survey, and the trend of ecotourism in domestic and abroad, the author put forwards some strategies on ecotourism development in Mont.E'mei:1) Neither hard ecotourism developing strategy nor taking hard ecotourists as target market is fit for some traditional tourism destinations represented by Mont.E'mei scenic spot. But soft ecotourism strategy and attracting soft ecotourist are suitable for Mont.E'mei. 2) According to tourists' interests, we should make full use of advantaged ecotourism resources in Mont.E'mei, such as long-history buddhism culture, geologic relic landscape,and unique creature resources and so on.We could plan a special zone and give a comprehensive development on these resources, trying to form some unique ecotourism products. 3) Building a kind of ecotourism pattern with the core of small development scale, positive studying experiences, environment protection and rebuilding. 4)Establishing an ecotourism development organization which is composed of Mont.E'mei's tourism administration, local residential committee, educational department, environment protection bureau, related research institute etc. to ensure a reasonable and effective ecotourism development and approach its social, environmental, and economical effects.
2006, Vol. 21 
