游客对森林康养认知影响因素探讨——基于福州市旗山森林度假村的调查

Analysis on the Factors Affecting the Tourists' Cognition to Forest Health Based on Survey of Qishan Forest Resort in Fuzhou City

游客对森林康养的认知是形成森林康养旅游消费的主要动力。基于福州市旗山森林度假村的实地调查,运用二元Logistic回归模型进行分析,探究游客对森林康养的认知程度及其影响因素。研究发现,游客对森林康养认知度较低。其中,游客个体特征中的"性别"、"文化程度"、游客所处的信息环境和森林康养经历是影响其对森林康养认知的主要因素。在此基础上,提出要拓宽森林康养宣传渠道,加大对传统大众媒体的利用;要加强森林康养旅游教育,进行森林康养环境指标检测展示与养生知识步道讲解;要积极开拓森林康养市场,融入养生文化,提升森林体验。

The tourists’cognition to forest health is the main power for the formation of forest recreational tourism and consumption.Based on the survey of Qishan Forest Resort in Fuzhou,the tourists’knowledge level of forest health and the influencing factors were analyzed using binary logistic regression model.The results showed that the tourists had lower awareness of forest health,and the main influencing factors included sex,education level,the tourists’information conditions,and the experience of forest raising.Therefore the corresponding countermeasures were put forward:to increase the popularization channel of forest health by making full use of traditional mass media;to strengthen the education of forest health tourism by demonstration of forest health indicator detection and display of health knowledge trail;to actively develop the forest raising tourism market by introducing the health culture and improving the forest experience.