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Abstract

As a traditional tourist type, mountain tourism now is highly focused on and it has already accumulated a great many academic papers in different types of researches. However, there still exists improvement in positive and qualitative study. This paper uses Zaltman Metaphor Elicitation Technique (ZMET) as the study method to identify, sort and present all the typical elements in the mountain tourism context, aiming to find out the potential expectations and needs hiding in the subconscious of the mountain tourist.

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