|To promote conservation and economic development, ecotourism has become the trend of the global tourism development. Ecotourism is considered to have the function of environmental education. A successful ecotourism community is selected, Shirding Community in Kenting National Park, as a research site. We explored the tourists' environmental attitudes and environmental behaviors after they had finished their ecotourism. The results show that after the visitors took part in an ecotourism, the indirect use value, existence value, selecting value, and bequest value have significantly increased. Ecotourism has added NT$104.17 to the average indirect use value, NT$103.47 to the average existence value, NT$115.10 to the average selecting value, and NT$ 110.94 to the average bequest value. It shows that ecotourism can help visitors develop positive environmental behaviors. Through the analysis of demographic variables, we found that unmarried tourists are more willing to pay higher prices for enhancing their recreation experiences than married tourists. We further distinguished environmental attitudes into the ＂attitudinal＂ aspect and the aspect of ＂responsibility＂ via factor analysis. The study finds that the scores in the attitudinal aspect are positively correlated with the increased indirect use value, existence value and option value; however, there is no significant correlation between the scores in the aspect of responsibility and willingness to pay.