EFFECTS OF ECOTOURISTS' PLEASURE EXPERIENCE ON CONSERVATION ATTITUDE AND PRO-ENVIRONMENTAL BEHAVIOUR INTENTION - CASE ON GEOPARK TOURISTS

Under the background of pursuing high economic growth, concerns about surrounding environmental changes are lacked. Especially, artificial overdevelopment has resulted in environmental disruption and pollution. When people enhance the needs for leisure tourism, the recreation has slowly approached the nature and experience in the original. Ecotourism combines education and recreation activity to promote participants' interests in the beautiful natural world and encourage the environmental conservation for the next generations to form the value of conservation. Ecotourism therefore becomes a primary field in domestic recreation environment. Aiming at Guangxi Resources National Geopark, total 380 copies of questionnaire are distributed and 273 valid copies are retrieved, with a retrieval rate of 72%. According to the results, suggestions are proposed, expecting to help ecotourism managers understand tourists' perception in the ecotourism experience activity and further plan experience activity design and marketing to enhance tourists' pleasure and induce the conservation attitude and environmental behaviour intention for the objective of environmental education.