Purpose/SignificanceEcotourism is an effective way and an important starting point for building ecological civilization. Investigating ecotourism market is conducive for tourism companies to grasp the needs of tourists and design sustainable tourism products.

Method/ProcessTaking Wuling Mountain area in Chongqing as an example, this paper studies the demographic characteristics, consumption preferences, ecotourism cognition of tourists, as well as the psychological expectations of tourists and the popularity of scenic spots.

Result/ConclusionThe results show that: The ratio of male to female tourists in WulingMountainarea is 4:6, and most of them are post-85s people, accounting for 38%.Most tourists can only be identified as general eco-tourists, whose spendingon ecotourismper capita is concentrated between 1001-3500 yuan, usually staying 1-2 days. These visitors enjoy nature sightseeing and hiking activities. Theirfavorite scenic spots areWulong Fairy Mountain, WulongFurong Cave, FengduMingshanand TianshengSanqiao. Generally speaking, the ecotourism populations are younger, and can only be identified as general eco-tourists. Theyhave no special preference for honorary scenic spots, so their choices are general ecological sightseeing.