Finding the balance between economic development and preservation of the natural environment is a challenging yet important task. This is a particularly pressing issue in the case of China, as it is the largest and fastest-growing market for tourism. The purpose of this research is to examine Chinese tourists’ participation in nature-based, tourism activities by incorporating tourists’ environmental attitude, measured by the New Environmental Paradigm (NEP) scale, into a tourism constraint-negotiation model. The responses of 112 Chinese tourists were examined through CFA. The results from structural equation modeling show environmental attitude will positively affect tourists’ motivation, which, in turn, will affect their negotiation strategy and ultimately their participation behavior. On the other hand, constraints on nature-based tourism will negatively affect tourists’ participation behavior. The theoretical and managerial implications of this study are discussed in the context of the tourism literature.

Adventure tourism accounted for 60% of international tourism activities by the year 2007 and is still growing. Nonetheless, relatively little is known about the ecological issues associated with adventure tourism. To address this issue, this study examines 502 Chinese tourists’ intentions to revisit adventure tourism activities by incorporating nature-relatedness (i.e., NR-self, NR-perspective, and NR-experience) into a modified flow model. After analyzing these data by structural equation modeling, our findings show that positive emotions and flow experiences influence one’s intentions to revisit adventure tourism activities and that then intensity of the flow experiences is influenced by skill, perceived challenge, and playfulness. Moreover, our study finds that tourists who enjoy being outdoors (NR-experience) and who find conservation unnecessary (NR-perspective) are likely to have a more positive attitude about adventure tourism. Conversely, individuals who are concerned about the environment will not have such emotions. The implications of these findings for such promotions are discussed.