森林康养步道五感体验需求与潜在游客体验意愿分析

Analysis on the Experience Needs of Five Senses and the Willingness of Potential Tourists to Experience Forest Healthcare Trails

【目的/意义】通过探索五感体验需求对潜在游客体验意愿的驱动影响,以期能够准确理解与把握潜在游客的行为意向,为森林康养步道设计提供理论参考。【方法/过程】以潜在游客为研究对象,借助AMOS构建结构方程模型,并引入“认知程度”这一调节变量进行层级回归分析。【结果/结论】结果表明:五感体验需求对潜在游客选择体验森林康养步道的意愿具有正向显著影响;在森林康养步道中,对五感体验需求影响最大的为触觉体验需求,其次为嗅觉体验需求、视觉体验需求和听觉体验需求,影响最小的是味觉体验需求;潜在游客对森林康养的认知程度对于五感体验需求与体验意愿之间的关系具有正向调节作用。

【Objective/Meaning】The driving influence of the experience needs of five senses on the willingness of potential tourists to experience was explored,in order to accurately understand and grasp the behavioral intention of potential tourists,and provide theoretical reference for the design of the forest healthcare trails.【Methods/Procedures】Taking potential tourists as the research objects,the structural equation model was constructed with the help of AMOS,and the moderating variable“cognition degree”was introduced for hierarchical regression analysis.【Results/Conclusions】The results showed that:The experience needs of five senses had a positive and significant influence on the willingness of potential tourists to choose the forest healthcare trails;Among the forest healthcare trails,the experience need of the sense of touch had the greatest impact on the experience needs of five senses,followed by the experience needs of the sense of smell,visual experience and the sense of hearing,while the experience need of the sense of taste had the least impact;The cognition degree of potential tourists to the forest healthcare had a positive regulating effect on the relationship between the experience needs of five senses and the willingness to experience.