What drives ecotourists in China: an exploratory study of ecotourism participants’ significant life experiences

Ecotourism is rooted in nature, sustainability, and education. Multiple external factors influence the development of ecotourism, yet our comprehension of these influences remains limited. The study thoroughly investigates the factors contributing to their interest in ecotourism by analysing Chinese ecotourism participants’ personal stories and reflections. The study’s findings identify ten categories of external factors that influence the formation of ecotourists, including organisation, education, and exposure to nature, which impact ecotourists at different stages of life. Out of these, the influence of organisations is the most crucial element for forming ecotourists, although other factors also hold significant importance. The study emphasises the challenging and complex process of becoming an ecotourist. This process involves the interplay between various external influences and individual internal systems at different life stages. External factors affect individuals’ cognitive processes, capacity for empathy, and belief systems, which are essential in altering their motivations for travel, leading to a shift towards embracing more environmentally responsible and sustainable behaviours, ultimately turning them into ecotourists. This exploratory study delves into the complex relationship between external influences and their significant impact on ecotourists’ development. It offers fresh insights into ecotourism participation in China, enriching the existing knowledge in the field. It suggests that future research should focus on exploring the role of informal education factors and how to provide more support for the development of ecotourists.