基于计划行为理论的森林康养旅游行为影响机制研究——以福州市为例  

Influence Mechanism of Forest Recreation Tourism Behavior with the Theory of Planned Behavior—Taking Fuzhou City as An Example

作　　者：曾涵 钟海霞 冯艳维 卢素兰[2,3] ZENG Han;ZHONG Haixia;FENG Yanwei;LU Sulan(College of Rural Revitalization,Fujian Agriculture and Forestry University,Fuzhou 350002,China;College of Economics and Management,Fujian Agriculture and Forestry University,Fuzhou 350002,China;Research Center of Collective Forest Reform and Development,National Forestry and Grassland Administration,Fuzhou 350002,China)

机构地区：[1]福建农林大学乡村振兴学院,福州350002 [2]福建农林大学经济管理学院,福州350002 [3]国家林业和草原局集体林业改革发展研究中心,福州350002

出　　处：《中国林业经济》2024年第4期23-32,共10页China Forestry Economics

基　　金：福建农林大学科技创新项目(KCXTF018A)。

摘　　要：以福州市森林康养旅游的游客为研究对象,基于TPB理论,采用结构方程模型,引入健康信念和康养旅游信息获取程度两个变量,对游客森林康养旅游体验行为意向的影响因素及作用机制进行研究。结果显示:①行为态度、知觉行为控制、主观规范、森林康养旅游信息获取程度对游客行为均存在显著正向影响;②主观规范和森林康养旅游信息获取程度可以显著影响森林康养旅游者的行为态度;③知觉行为控制是游客选择森林康养旅游的最重要的因素;④森林康养旅游者的行为态度在主观规范和森林康养旅游信息获取程度向森林康养旅游行为意向的转化中发挥部分中介效应。据此提出加大并丰富森林康养旅游宣传力度和宣传途径,提高游客信息获取程度;政企协同,丰富康养旅游新形式等对策建议。Taking the tourists of forest recreation tourism in Fuzhou City as the research object,from the TPB theory,by using structural equation modeling and introducing two variables of health beliefs and the degree of access,we investigated the information on recreation tourism,the influencing factors and the mechanism of action of touristsbehavioral intention to experience forest recreation tourism.The results show that:(1)behavioral attitudes,perceived behavioral control,subjective norms,and the degree of access to forest recreation tourism information have a significant positive influences on touristsbehavior;(2)subjective norms and the degree of access to forest recreation tourism information can significantly influence the behavioral attitudes of forest recreation tourists;(3)perceived behavioral control is the most important factor in the touristschoices of forest recreation tourism;and(4)forest recreation touristsbehavioral attitudes play a partial mediating effect in the transformation of subjective norms and the degree of forest recreation tourism information acquisition to forest recreation tourism behavioral intention.Accordingly,it was proposed to enrich the publicity of forest recreation tourism and improve the degree of information acquisition by tourists,and by cooperating with the government and enterprises to enrich the new forms of recuperation tourism,the other countermeasures in enriching new forms of health tourism were suggested.

关 键 词：森林康养 森林康养旅游 计划行为理论 

分 类 号：F062.9[经济管理—政治经济学] F592.7