森林康养旅游感知利益对游客消费意愿的影响研究——以浙江省四明山为例

Perceived Benefits of Forest Wellness Tourism Lead to a Positive Consumption Intention:A Case Study in the Siming Mountain Resort,Zhejiang,China

游客对旅游目的地的感知利益对其态度及行为变化具有决定作用,是影响游客是否愿意再次前往旅游地进行消费的关键因素。从旅游活动主体视角研究感知利益对游客消费意愿的影响,对森林康养旅游开发具有重要意义。现有研究多从供给层面探讨康养旅游发展,缺乏从需求层面即旅游活动主体的环境态度和开发态度对消费意愿影响机制的实证检验和学理解释。本文以浙江省四明山为案例地,依托436份有效调研问卷,以森林环境保护态度和康养旅游开发态度为中介变量,构建了森林康养旅游感知利益对游客消费意愿影响的结构方程模型。研究表明:(1)游客感知利益对森林康养旅游消费意愿产生显著的正向影响;(2)积极的森林环境保护态度和康养旅游开发态度有助于提升游客消费意愿;(3)游客森林环境保护态度和康养旅游开发态度在感知利益和游客消费意愿之间发挥部分中介作用,同时森林环境保护态度和康养旅游开发态度发挥链式中介作用,形成了森林康养旅游“游客感知利益→森林环境保护态度→康养旅游开发态度→游客消费意愿”路径。本研究结果可以为探究游客森林康养旅游消费心理路径提供新视角。

Tourists perceived benefits to a recreational destination play a decisive role in their motivation toward repeat visit to the same place with active consumption.To study the influence of perceived benefits on tourists intention to consume from the perspective of the main body of tourism activities is of great significance to the development of forest wellness tourism.Past studies discussed the development of wellness tourism mostly on the basis of tourism supply,but in view of consumption demand there was a lack of empirical testing and theoretical explanation how tourists environmental and development attitude govern their consumption awareness.In this study it targeted the Siming Mountain Resort,Zhejiang,China as a case study.A questionnaire was designed to complete a survey of how perceived benefits of forest wellness tourism influence tourists consumption intentions.436 questionnaires were collected and analyzed by a proposed structural equation model;the attitude towards forest environmental protection and attitude towards wellness tourism development was regarded as mediating variables in the model.The study find that:(1)Benefits perceived by tourists had a significantly positive influence on the consumption intention of forest wellness tourism.(2)Positive attitudes towards forest environmental protection and wellness tourism development contributed to enhancing tourists consumption intentions.(3)Tourists attitudes toward forest environmental protection and wellness tourism development attitudes played a partial mediating role between tourists perceived benefits and consumption intention.The attitudes towards forest environmental protection and wellness tourism development played a chain intermediary role,forming a path as tourists perceived benefits→attitude towards forest environmental protection→attitude towards wellness tourism development→tourists intention to consume.This study provides a new perspective for exploring the psychological path of tourists consumption of forest wellness tourism.