林业经济问题2025，Vol.45Issue(5)：491-499,9.DOI:10.16832/j.cnki.1005-9709.20250202
游客森林康养旅游需求层次识别与影响因素分析
Identification of the Demand Levels of Tourists'Forest Health Care Tourism and its Influencing Factors
摘要
Abstract
⑴Background——Since the implementation of the Healthy China strategy,the market demand for forest health care tourism has shown a continuous growth trend.Accurately understanding and meeting the core health care needs of tourists have become the key issues urgently needing resolution for forest health care tourism desti-nations.The existing research mainly focuses on aspects such as the construction of forest health care bases,the evaluation index systems,the perception and consumption demand of forest health care,and the paths of indus-trial integration and development.However,studies that systematically correlate the demand levels and influen-cing factors of forest health care tourism are relatively scarce. ⑵ Methods——Based on the Attractive Quality Theory and semi-structured interviews,etc.,this paper first established an evaluation system for tourists'demands for forest health care tourism.Then,the KANO model was used to screen and categorize the elements of tourists'demands for forest health care tourism,and the expec-tations and dependencies of tourists'demands for forest health care tourism were quantitatively analyzed through the satisfaction coefficients(Better)and the dissatisfaction coefficients(Worse).Finally,it used the binary lo-gistic regression model to analyze the influencing factors of tourists'demands for forest health care tourism. ⑶ Results——First,tourists'demands for forest health care tourism can be categorized into four types:six attractive requirements,eight one-dimensional requirements,six must-be requirements,and three indifferent requirements.Overall,tourists'demands tend towards one-dimensional requirements.Specifically,must-be re-quirements form the foundation,one-dimensional requirements and indifferent requirements are positively correla-ted with tourists'satisfaction,attractive requirements primarily encompass tourists'entertainment and leisure needs.Second,males are more inclined to forest health care tourism.Tourists employed in government agencies,enterprises,public institutions,and sectors such as science,education,culture,and healthcare demonstrate rel-atively higher demands for forest health care tourism.The educational level is negatively correlated with the de-mands for forest health care tourism.Tourists with better health conditions and higher annual total household in-come show greater acceptance of forest health care tourism.Previous positive experiences enhance their?de-mands for forest health care tourism. ⑷ Conclusions and Discussions——Based on the above research conclusions,the following policy sug-gestions are proposed:First,strengthen the supply of core demands to enhance tourists'health care experiences.Consolidate must-be requirements by strengthening forest resources protection and ecological restoration,impro-ving sanitation and safety facilities,optimizing accommodation and catering services as well as the transportation networks both within and outside the scenic areas,and enhancing staff training in health consultation and health-care services.Second,precisely match supply with demand to build differentiated service systems.Provide per-sonalized health care programs and progressive health care services based on in-depth analysis of tourists'char-acteristics.Third,innovate tourism products and services to enhance sustained attractiveness.Establish digital healing centers,develop AI-powered forest health care guidance systems,create seasonal health care themes,deepen industry-academia-research cooperation,and conduct therapeutic efficacy tracking studies to provide tourists with data-driven health assessments.关键词
游客需求/森林康养旅游/二项Logistic回归/KANO模型Key words
tourists'demands/forest health care tourism/binary logistic regression/KANO model分类
管理科学引用本文复制引用
王慧,曾晨晨,张永存,蒋宏飞..游客森林康养旅游需求层次识别与影响因素分析[J].林业经济问题,2025,45(5):491-499,9.基金项目
广西高等学校千名中青年骨干教师培育计划人文社会科学类立项课题(2022QGRW039)、国家林业和草原局资助项目(500102-6062) （2022QGRW039）
