We compare geographic origins, demographics, motivations, information sources and satisfaction factors for tourists taking high-volume bus-based sightseeing tours and low-volume active hiking tours, respectively, at Jiuzhaigou Nature Reserve, Sichuan, China. Interests, behaviour and product purchases differ between domestic Chinese and international inbound tourists. The two groups also differ in motivations, information sources and factors affecting satisfaction. Product purchases by commercial tourists at this site are culturally mediated. This differentiation affects visitor management strategies for the site.