林业经济问题2025，Vol.45Issue(3)：289-299,11.DOI:10.16832/j.cnki.1005-9709.20250114
林业文化遗产地感知价值对游客重游意愿的影响
The Impact of Perceived Value of Forestry Cultural Heritage Sites on Tourists'Revisit Intentions
摘要
Abstract
⑴Background——Forestry cultural heritage constitutes a vital component and invaluable asset of Chinese traditional culture.However,current academic research in this field remains exploratory,primarily focusing on areas such as the identification and excavation of forest cultural heritage,rural revitalization,and evaluation sys-tems,etc.Few scholars have conducted in-depth analyses of the relationship between tourist'behaviors and the unique traits of forestry culture.Selecting the perceived value dimension that aligns with the context of forestry cultural heritage sites to explore its impact on tourists'revisit intentions can better analyze and predict tourists'cognition and behaviors towards forestry cultural heritage sites. ⑵ Methods——Based on the ABC(Affect-Behavior tendency-Cognition)attitude model,this paper took the four dimensions of perceived value as cognitive attitudes,the two dimensions of cultural attachment as affec-tive attitudes,and the revisit intentions as behavioral attitudes.The empirical data were derived from 319 valid questionnaires collected via online and offline channels in January 2025,targeting the tourists with prior experi-ence at forestry cultural heritage sites.The structural equation model was used to conduct an empirical analysis of these questionnaire data,and the impact and mechanism of forestry cultural heritage sites on the tourists'revisit intentions were explored. ⑶Results——First,the perceived value of tourism in forestry cultural heritage sites can be categorized in-to four dimensions:landscape value,cultural-cognitive value,service-functional value,and ecological value.Empirical results demonstrate that both cultural-cognitive value and service-functional value have a significant positive impact on the tourists'revisit intentions.While landscape value and ecological value also show positive correlations with the tourists'revisit intentions,but their effects are relatively weak.Second,cultural attachment has a significant positive impact on the tourists'revisit intentions,while cultural dependence demonstrates an e-ven more pronounced effect.Third,the perceived value positively influences tourists'revisit intentions through two mediating pathways—cultural dependence and cultural identity—with the former exhibiting a more statistically sig-nificant mediating effect.It indicates that forestry cultural heritage sites can effectively meet the tourists'multi-di-mensional emotional needs,enhance their emotional resonance,and ultimately increase their revisit intentions. ⑷ Conclusions and Discussions——First,attach importance to the impact of perceived value on tour-ists'revisit intentions.Managers of forestry cultural heritage sites should focus on enhancing service-functional value and cultural-cognitive value during planning and construction.Additionally,the forestry cultural heritage sites should also emphasize maintaining and improving environmental hygiene,visiting order,and infrastructure,design differentiated services for diverse groups of tourists,respond promptly to the problems raised by tourists,and actively formulate feasible solutions.Furthermore,they should protect the natural landscapes in forestry cul-tural heritage sites and establish a complete ecological monitoring system.Second,carry out various projects that can inspire positive emotional connections among tourists,such as presenting unique plant specimens or postcards of the scenic areas,organizing cultural performances and special exhibitions,etc.,to enhance tourists'cultural attachment.Third,guide the management entities of forestry cultural heritage sites to transform their traditional operational thinking.Tourism projects and management models should be innovated based on tourists'experi-ences,in combination with their actual needs and psychological motivations,to enhance the interactions between scenic spots and tourists.关键词
林业文化遗产地/感知价值/重游意愿/文化依恋Key words
forestry cultural heritage sites/perceived value/revisit intentions/cultural attachment分类
经济学引用本文复制引用
徐悦,胡淇淇,林家君,陈楠,陈潜,林榅荷..林业文化遗产地感知价值对游客重游意愿的影响[J].林业经济问题,2025,45(3):289-299,11.基金项目
福建省社科研究基地生态文明研究中心重大项目(FJ2022JDZ034)、福建农林大学习近平生态文明思想研究院项目(STWMSX23-06)、福建省社会科学研究基地重大项目(FJ2024JDZ036) （FJ2022JDZ034）
