A rise in the popularity of ecotourism activities has coincided with the proliferation of
definitions to define this tourism
type.Among academics and industry stakeholders alike,confusion has resulted from the abundance of ecotourism
definitions.The purpose of this research is to put an end to this confusion by identifying and presenting a conceptual framework for ecotourism: a set of key normative tenets by which ecotourism can be defined.Using
content analysis methodology,those themes most frequently observed in contemporary ecotourism definitions are identified and presented as key tenets for ecotourism.These tenets include: nature-based,preservation,distribution of benefits to community,environment education,ethics and responsibility,sustainability,enjoyment and experience and culture.The key tenets provide a basis for the comparison of Chinese and foreign criteria for ecotourism.The conclusion of comparative analysis is that people should pay more attention to the management of tourism destination in China.