Ecotourists: Identification and Pro-Environmental Behavior
依据生态旅游三大核心标准，将海南呀诺达热带雨林景区游客分为生态旅游者、普通生态旅游者和大众旅游者三类，发现仅17.4%为真正生态旅游者，且他们更支持环保措施、有更强的亲环境行为意愿。
According to the three core criteria of ecotourism, this study advances three standards to differentiate ecotourists from other tourist groups, i.e nature- experiencing motivation, instructive motivation and environmental attitude. On basis of it, visitors to Yanuoda Tropical Rain Forest Tourist Area in Hainnan province are categorized into three segments: ecotourist, casual ecotourist and mass tourist. The results show that:(1)Ecotourists account for 17.4% of the sample, casual ecotourists 43.7% and mass tourist 38.9%. That indicates that not all of the visitors to an ecotourist area are ecotourists.(2)Ecotourists tend to be young, with higher formal education and moderate income, and, female ecotourists are slightly more than their male counterparts.(3)Further analysis reveals that, compared to mass tourists,ecotourists are more likely to support the management measures of protecting and maintaining the ecosystem of the park,and express higher intention to carry out pro-environmental behavior and higher willingness to pay extra for the natural environment maintenance of the park.