森林养生旅游消费意向研究——以福建省为例

本研究以养生保健市场现状和特点为基础、以传统养生文化、养生知识为指导,指出森林养生旅游是一种以修养身心,保养生命为目标的新型旅游,它以森林环境为背景,以传统养生文化为基础,以打造"森林——自然养生馆"为核心,以各种形式的养生保健活动为主题,以各种旅游资源和设施为条件开展丰富多样的养生保健旅游活动。鉴于此,运用了旅游市场营销学、经济学、统计学、生态学等相关科学理论和知识开展研究,主要采用实地调查、定量分析等方法对福建省福州市、厦门市、泉州市进行了调查分析,结合其他类别的旅游消费行为及其影响因素的研究先例和森林养生旅游的特殊性和客观实际条件,提出相应的假设,并选取了个人层面的因素来分析影响人们对森林养生旅游的态度和消费意向。

Study on Kinds of People's Potential Consummations of Forest Healthcare-Based Tourism Take Fujian province for example

With the basis of health status and health care market characteristics and guided by the traditional health culture,and health knowledge,this study put forward that the forest health tourism is the new style for tourism which object is cultivate and maintenance the physical and mental,and in the context of the forest environment,with the foundation of traditional health culture,the tourism create"forest-Natural health Museum",the main theme of the tourism is to the various forms of health care activities as,a variety of tourism resources and the infrastructure conditions in a variety of health care tourism.Based on the theory of marketing,a product entering the market in the early stages of the adoption of market research survey of potential consumers is essential.In view of this,and the author on the basis of previous studies,the use of tourism marketing,economics,statistics,the Chinese health science,ecology and other related scientific theories and knowledge research,and research methods used,including a major field survey,literature analysis,quantitative analysis,and conducted a survey analysis by taking Fuzhou City、Xiamen City,Quanzhou City of Fujian for example,in conjunction with other types of consumer behavior and its impact on tourism factors on forest health tourism precedent and the special conditions and the objective reality,the corresponding assumptions,and selected personal level analysis of the factors influencing the health of forest tourism consumer attitudes and intentions.