林业经济问题2025，Vol.45Issue(2)：171-181,11.DOI:10.16832/j.cnki.1005-9709.20240564
健康信息搜寻对游客森林康养旅游消费偏好的影响机制
The Mechanism of Health Information Search on the Tourists'Consumption Preferences in Forest Health Care Tourism
摘要
Abstract
⑴ Background——As an emerging industry highly integrated with forest tourism and health care,forest health care tourism industry can better meet the dual needs of people's growing leisure tourism and health care,promote the development of China's"big health"industry,which is of great significance for the implementation and promotion of the"Healthy China"strategy.Most of the existing studies focus on the construction of forest health care tourism bases,the development status of forest health care tourism industry and the intention of forest health care tourism,etc.Few literature explore the tourists'consumption preferences in forest health care tourism from the perspective of health information search. ⑵ Methods——Based on theoretical analysis,this paper proposed the research hypotheses,and selected consumption preferences in forest health care tourism as the explained variable,health information search as the explanatory variable,health beliefs as the mediating variable,five variables,such as age,gender,education level,as the control variables.Based on the survey data of 418 tourists from 6 national forest health care bases in Liaoning Province,this paper empirically discussed the impact of health information search on the tourists'con-sumption preferences in forest health care tourism by using Multinomial Logit model,and further analyzed the mechanism of health beliefs on the tourists'consumption preferences in forest health care tourism. ⑶ Results——First,the tourists with higher degree of health information search are more inclined to choose forest health care tourism products oriented on medical health.Second,the perceived susceptibility,per-ceived seriousness and perceived benefits play a partial mediating role in the mechanism of health information search on the tourists'consumption preferences in forest health care tourism.However,the mediating effect of the perceived barriers is not significant.Third,the robustness test shows that the frequency of health information search and the degree of trust in health information have a significant positive impact on the tourists'consump-tion preferences in forest health care tourism.Fourth,the impact of health information search on the tourists'consumption preferences in forest health care tourism is heterogeneous in the two variables of the tourists'aver-age monthly income and their evaluation of their own health. ⑷ Conclusions and Discussions——Based on the above research conclusions,the following policy sug-gestions are proposed:First,expand the publicity channels of forest health care,and promote the integrated de-velopment of forest tourism and health care.Actively use TV,radio,short videos and other ways to broaden the publicity channels,and use big data to achieve precise push.In addition,provide the customized projects ac-cording to the needs of different age groups and special groups,and create forest health care tourism products with local characteristics.Second,establish an efficient cooperation system and increase government support.For-estry departments,pharmaceutical enterprises,forest health care associations and universities should establish long-term cooperative relations and strengthen the training of forest health care professionals and forest medicine research.Third,cultivate the health awareness of the people and improve the health literacy of the people.The governments and forest health care bases can actively carry out health education by holding health lectures,set-ting up health education bulletin boards,and organizing health knowledge competitions.关键词
健康信息搜寻/森林康养旅游/消费偏好/健康信念Key words
health information search/forest health care tourism/consumption preferences/health beliefs分类
经济学引用本文复制引用
邱玉炜,匡阗,陈珂..健康信息搜寻对游客森林康养旅游消费偏好的影响机制[J].林业经济问题,2025,45(2):171-181,11.基金项目
国家社会科学基金资助项目(24&ZD109)、辽宁省社会科学基金资助项目(L22ZD018) （24&ZD109）
