游客选择森林养生旅游产品的意愿分析  

Analysis of Tourists′ Willingness to Choose Forest Health Tourism Products

作　　者：刘彦秀 邱守明 穆克鹏 尚亚萍 Liu Yanxiu;Qiu Shouming;Mu Kepeng;Shang Yaping(School of Ecotourism,Southwest Forestry University,Kunming Yunnan 650233,China)

机构地区：[1]西南林业大学生态旅游学院

出　　处：《西南林业大学学报（社会科学）》2019年第5期38-43,共6页Journal of Southwest Forestry University(Social Sciences)

基　　金：云南省哲学社会科学规划项目(YB2018021)资助

摘　　要：以昆明金殿森林公园和昙华寺公园为调查范围,随机向游客发放问卷,调查分析游客选择消费森林养生旅游产品的意愿。依据问卷调查到的数据,构建二元Logistic回归模型分析游客选择森林养生旅游产品的意愿。结果显示:70.8%的游客有选择森林养生旅游产品的意愿,表明游客选择森林旅游产品意愿较强烈。其中森林养生旅游产品对游客的吸引力和游客向身边人推荐森林养生旅游产品的程度显著影响了游客的选择意愿,政府支持发展森林养生旅游鼓励了游客对森林养生旅游产品的选择,对游客消费意向影响显著;森林养生旅游产品消费额度对游客态度的影响较大,说明被调查游客具有正确的消费观念。依据模型分析,对森林养生旅游产品开发提出了应注重增强旅游产品的吸引力等建议。Taking Jindian Forest Park and Tanhua Temple Park in Kunming as the scope of investigation,questionnaires were randomly distributed to tourists to investigate their willingness to consume forest health tourism products.Based on the data from the questionnaire survey,a binary logistic regression model was built to analyze tourists′willingness to choose forest health tourism products.The results showed that 70.8%of the tourists had the willingness to choose forest health tourism products,indicating that the tourists had a strong willingness to choose forest tourism products.Among them,the attraction of forest health tourism products to tourists and the degree to which tourists recommend forest health tourism products to their neighbours significantly affect tourists′willingness to choose,so attention should be paid to enhancing the attractiveness of tourism products;the government supports the development of forest health tourism,which encourages tourists to choose forest health tourism products and has a significant impact on tourists′consumption intention.The consumption quota of forest health tourism products has a greater impact on tourists′attitudes,indicating that the tourists surveyed have correct consumption concept.Based on the model analysis,some suggestions on the development of forest health tourism products were put forward.

关 键 词：森林养生 旅游产品 选择意愿 回归模型 

分 类 号：F592[经济管理—旅游管理]