Although the attraction of forest tourism landscape varies with tourists' educational level and personal preference, China tourists still have certain characteristics in forest tourism motivation, product demand and behavior characteristics. First of all, in terms of tourism motivation, the most common motivation of forest tourism is to appreciate the natural landscape, keep fit, play and relax. , usually reflected in group travel with relatives and friends as the unit. Secondly, from the perspective of product demand, the most attractive resources of forest tourism are forest vegetation, rock landform and human landscape, followed by wildlife and water landscape; The most popular products for tourists are hiking, camping barbecue, rafting and rock climbing, leisure vacation and so on. Thirdly, in terms of consumption behavior, the change from traditional natural sightseeing to leisure vacation, and from ordinary entertainment projects to novel tourism projects is a process that changes with the improvement of scenic spot management level and the change of business model. The guidance and management of scenic spots have great influence on tourists' consumption behavior. Fourth, in terms of per capita consumption. Because the product structure of forest tourism in China is mainly sightseeing products, the consumption of tourism commodities is not much, and the proportion of tourism shopping consumption in total tourism consumption is less than 20%, while shopping consumption in developed countries has accounted for 40%-60% of total tourism consumption, and the proportion of tourism shopping consumption in some provinces with more developed tourism industry in China has only reached 30%. In addition, consumers of different ages have different characteristics of forest tourism consumption. For example, teenagers prefer to combine popular science, study, communication, exploration, sports and other projects, while middle-aged and elderly people mainly take health care and vacation. In an excellent ecological environment, they enjoy life, feel life and experience tourism in depth. In the development of forest tourism projects, it is necessary to conduct a more detailed and in-depth investigation on the segmentation of tourist markets.