213-340 Tourism 2013 03EN.indd

Th is study provides a timely update of some empirical fi ndings of ecotourism experience in relation to Chinese tourists’ post-trip behaviors. Based on a qualitative research approach through in-depth interview with 28 Chinese domestic tourists, the authors show that Chinese tourists explicitly or implicitly have adapted environmentally friendly lifestyles after their ecotourism travel, although the level of their improvement is equivocal. Th e study further reveals the factors in contributing to such environmentally friendly lifestyle changes for Chinese domestic tourists, including perceived health benefi ts, traditional Chinese value, the interplay between diff erent tourists, tourist themselves and locals and the confl ict of interest between tourists and environment. Th e fi ndings off er important potential lines of future research.