森林康养旅游者的认知与需求分析

Study on the Cognition and Demand Analysis of Forest Health and Wellness Tourists

森林康养旅游作为一种新的生态经济发展模式,其发展受大众认知、经营者市场定位和产品供给等因素共同制约。选取四川省内典型森林康养基地,通过实地调查、问卷调查等方法,分析旅游者森林康养需求和主观态度,探索经营者市场定位及产品开发方式,为推进产业发展提供参考。结果表明:游客普遍关心自身身体健康状况,注重生活品质;超过半数的人对森林康养旅游认知模糊,但出游意愿较强,且动机需求多样,比较看重目的地的基础设施设备和交通便捷程度。

As a new eco-economic development model,the development of forest health and wellness tourism is constrained by many factors such as public cognition,market positioning of operators,and product supply.Selecting typical forest health and wellness base in Sichuan province,combined with field investigation,questionnaire survey and other methods,this study analyzed the tourists'forest health and wellness needs and subjective attitudes,explored the market positioning and product development methods of operators,and provided references for promoting industrial development.The results showed that:(1)Tourists generally cared about their own physical health and paid attention to the quality of life;(2)More than half of the tourists had a vague understanding of forest health and wellness tourism,but they had a strong willingness to travel and with diverse motivational needs,and paid more attention to the infrastructure and transportation convenience of the destination.