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At present, people concern more about their physical and mental health, health maintenance and the spiritual level when their material needs have been fully satisfied, which is enlightened by the green and ecological health of the modern thought. They begin the pursuit of the most original and natural condition. For travelers, the most important and valuable is that it reveals the original and authentic folk tourism. This text will analyze the travelers' ecological needs of folk tourism according to the travelers' perception problems about travelling products in folk tourism and discuss the development of folk tourism resource in our country by taking the development of the travelling in Xiangxi as an example. For folk travelers, they have their own unique value appeals. The appeal on the first level shows up as the casual attitude toward the experience of the folk-custom taste, the hunt for novelty and life and the feelings of national customs. It is the aspect which interests the folk travelers the most; the appeal on the second level manifests as the interactive experience among the folk cultures, the sense of alienation toward the cities, the appreciation of the most original natural scenery, the taste of the authenticity and the food. This aspect is still underdeveloped and ignored, but it is the travelers' value point with huge market potential; the appeal on the third level performs as the expectation of romantic love, the materials and truly depiction of artistic creation and an adventurous experience of natural scenery. This appeal stands out for some visiting groups and it is a breakthrough point for the construction of differentiating factors in the scenic spot. At the same time, a large amount of travelers show special preference for the ornaments with national features, handmade articles and national specialty. This is the appeal on the fourth level which is a complementary appeal that makes the travelers' travelling intact.

The Study of the Travelers’ Ecological Appeal in the Innovation of Folk Tourism Product