Abstract: On the basis of summarizing and introducing urban connotation of eco-tourism and the related research at home and abroad, from the perspective of the major participants of the urban eco-tourism, Shanghai residents are chosen as the object of a questionnaire study. The results show that tourism awareness and consumer behavior of Shanghai residents are relatively mature and reflect the clear preference for the natural ecology landscape and recreational space. Approximately 76% of the respondents recognized eco-tourism in the city. In different eco-tourism activities and their recognition it is found that consumptiveness is inversely proportional to the recognition of the activities, which is in line with the basic principles of eco-tourism. Although 70.94% are willing to assume ecological responsibility in the tourism process, among them 51.92% take it as the premise that their economic utility is not affected. So the perception and attitude of Shanghai residents in environmental awareness and ecological responsibility remain to be improved.