生态旅游作为可持续发展的最主要的旅游形式，近几十年来成为旅游理论研究的重点内容。生态旅游在我国的实际的运作过程中，效果与理论相去较远。原因是多方面的，但本文主要侧重于从心理学、社会学和经济学的角度对生态旅游者需求的一个特征进行分析。
需求污染指的是一类直接或间接形成环境污染的需求，是人们在寻找精神家园、满足自身需要过程中，一种非有意识的污染。首先对需求动机进行分析，自然风光、休闲和健康成为了旅游者三个最重要的需求内容。需求实现前具有模糊性特征，而在实现过程中不同的旅游者对同样的景物会产生不同的体验。
需求产生污染的动力机制是需求的错位：旅游不是旅游者的第一需要或基本需要，而是第二需要或文化需要；另一方面，旅游却是旅游经营主体的第一需要。旅游经营者的最终目的为了满足旅游者的需求，追求当前利益的最大化。需求产生文化机制是社会文化对旅游者意识的“塑造”，如信用制度的不健全、环保文化的缺失等等。
通过意识和无意识等心理对需求进行分析，认为生态旅游者深层次动因是对弥补精神上的缺失，因此人们对自然的向往是强烈而执著的。但社会文化对人们行为塑造上存在严重的缺失，使人们在旅游过程中将“生活社会”的不良行为带到了旅游地。然而需求具有模糊性，所以人们的需求可以引导。
对需求污染程度进行测度，提出了需求污染指数，该指数有两个变量，一是游客对环境的满意度，二是旅游地环境污染程度。该指数能够判断污染的持续情况，体现旅游者需求的层次、水平和质量。对污染的预防控制，有预警和一定的指导意义。培养生态旅游者的教育应该注重从潜意识上进行，避免游客的抵触情绪。从旅游前、旅游过程中和旅游后三个部分进行生态意识的培育，并提出了相应办法。对惩罚机制提出了若干措施。

Ecological tour is the main form for the sustainable tour development. It has been the key content for decades in tour theory study. However，during the implementing of the Ecological tour theory in China, the results is far away from that of the theory. The causes are varied. This Paper tries to analyze one feature of the ecological tourist from different aspects, mainly focusing on the psychological, sociological and economic factors.
Pollution of demand refers to the demand that may cause environmental pollution directly or indirectly. It’s an unconscious pollution resulting from the procedure of seeking the Spiritual Home and Self-satisfaction. Analyzing the demand motives, we found three most important requirements for tourists, they are natural Scenery, Leisure, and Health. Tourists’ needs characterized with indefinite ideas before meet their demands. Also during the procedure of meeting their demands, tourists get various experiences from the same scenery.
The mechanism of demands-caused pollution is the demand dislocation: First, touring is not the first or basic demand of tourists, it’s the second and cultural demand. But for tourism operators, it is the first demand. While meeting the tourists demands, the operators seek maximum profit.  The demands creating cultural mechanism is that the social culture will “reshape” the tourists’ ideas, such as the imperfect credit system, the deficiency of environmental protection consciousness, etc.
When we analyze the demands conscious and unconscious psychologically, we draw the conclusion. Ecological tourist’s secondary demand is to remedy spiritual defect. It means that people have a strong passion to touch the Nature. But, due to the severe defects in the social culture’s reshaping on the tourists. So some bad daily habits can be found in the scenic spot(s). However, due to the demand indefiniteness, one’s demands can be guided at some extent.
In order to make a level measurement on the demand estimate, here comes a pollution index. The Index has two variables. One is the tourists’ satisfaction of the around environment, the other is the level of scenic spot environmental pollution. This index can tell us the sustainable situation of the demand pollution; also reflect the demand level and quality of the tourist. This index is very helpful and meaningful to pre-control the pollution and make early warming possible. We should educate the ecological tourist on a sub-consciousness basis, to avoid the resistance.
Cultivating of the ecology awareness should focus on the following 3 points: pre-touring, mid-touring and after-touring. Meanwhile some measurements should be taken. Punishment mechanism should also be improved and perfect. The concrete measures are put forward for the punishment mechanism.