居民森林康养基地认知对消费意愿的影响

The Influence of Residents′ Perception of Forest Recreation Base on Consumption Intention

居民作为森林康养的消费者,分析其对森林康养基地的认知与消费意愿影响,对发展森林康养产业具有重要意义。基于腾讯问卷对居民的问卷调查数据,在定性分析居民对森林康养设施、服务以及类型认知的基础上,运用二元Logistics模型进行实证检验。结果表明:有73%的居民愿意参与森林康养,居民的参与意愿较高;且森林康养基地的活动设施、医疗设施及医疗人员配置越完备,居民参与森林康养的意愿越高。依据结果提出完善康养基地设施、加强康养与医疗融合和提升康养基地条件等相关建议,以期为康养基地建设和发展提供参考,同时引导居民积极参与森林康养活动。

As consumers of forest recreation,it is important to analyze the influence of residents′ perceptions and consumption intentions of forest recreation bases on the development of forest recreation industry.Based on the survey data from Tencent questionnaire,residents′ perceptions of forest recreation facilities,services and types was qualitatively analyzed,and the binary Logistics model was used for empirical test.The results showed that 73% of residents were willing to participate in forest recreation,and the more complete the facilities,medical facilities and medical personnel in the forest recreation base,the higher the residents′ willingness to participate in forest recreation.Based on the results,this paper puts forward some suggestions as follow:improve the facilities of recreation bases,strengthen the integration of recreation and medical care,and improve the conditions of recreation bases,which will provide reference for the construction and development of recreation bases,and guide residents to participate actively in forest recreation activities.