在绿色生态健康的现代思潮影响下,原生态、纯自然越来越成为当下都市人群的价值诉求。民俗旅游中,民俗文化的原始本真是游客历来关注点。本文从顾客价值切入,对民俗旅游中游客的生态诉求进行了专门研究。指出民俗旅游者的生态诉求包含文化生态和自然生态两个方面,在民俗旅游产品的创新开发应力促两者的融合。 Under the influence of the modern trend of green ecological health, original ecology and pure nature have increasingly become the value demands of the current urban population. Folklore tourism, the original authentic folklore tourists have always been the focus of attention. This article from the customer value into the folk tourism tourist ecotourism conducted a special study. It is pointed out that the eco-appeal of folk-custom tourists embodies both cultural ecology and natural ecology, and the stress on innovation and development of folk tourism products urges the integration of the two.