健康信息搜寻对游客森林康养旅游消费偏好的影响机制  

The Mechanism of Health Information Search on the Tourists’Consumption Preferences in Forest Health Care Tourism

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作  者:邱玉炜 匡阗[1] 陈珂[1] QIU Yuwei;KUANG Tian;CHEN Ke(College of Economics and Management,Shenyang Agricultural University,Shenyang 110866,China)

机构地区:[1]沈阳农业大学经济管理学院,沈阳110866

出  处:《林业经济问题》2025年第2期171-181,共11页Issues of Forestry Economics

基  金:国家社会科学基金资助项目(24&ZD109);辽宁省社会科学基金资助项目(L22ZD018)。

摘  要:以辽宁省6个国家级森林康养试点建设单位418名游客的微观调查数据为研究对象,运用MLogit模型,实证探究健康信息搜寻对游客森林康养旅游消费偏好的影响,并进一步分析健康信念在健康信息搜寻对森林康养旅游消费偏好中的作用机制。结果表明:(1)健康信息搜寻程度越高的游客越倾向于选择医疗养生型的森林康养旅游产品;(2)感知易感性、感知严重性和感知利益性在健康信息搜寻对游客森林康养旅游消费偏好的影响机制中起到部分中介作用,感知障碍性的中介作用并不显著;(3)健康信息搜寻对游客森林康养旅游消费偏好的影响在不同月收入水平及不同健康水平中存在异质性。基于研究结论,提出了拓宽康养宣传渠道、建立高效协作体系和培养全民健康意识等政策建议。⑴Background——As an emerging industry highly integrated with forest tourism and health care,forest health care tourism industry can better meet the dual needs of people’s growing leisure tourism and health care,promote the development of China’s“big health”industry,which is of great significance for the implementation and promotion of the“Healthy China”strategy.Most of the existing studies focus on the construction of forest health care tourism bases,the development status of forest health care tourism industry and the intention of forest health care tourism,etc.Few literature explore the tourists’consumption preferences in forest health care tourism from the perspective of health information search.⑵Methods——Based on theoretical analysis,this paper proposed the research hypotheses,and selected consumption preferences in forest health care tourism as the explained variable,health information search as the explanatory variable,health beliefs as the mediating variable,five variables,such as age,gender,education level,as the control variables.Based on the survey data of 418 tourists from 6 national forest health care bases in Liaoning Province,this paper empirically discussed the impact of health information search on the tourists’consumption preferences in forest health care tourism by using Multinomial Logit model,and further analyzed the mechanism of health beliefs on the tourists’consumption preferences in forest health care tourism.⑶Results——First,the tourists with higher degree of health information search are more inclined to choose forest health care tourism products oriented on medical health.Second,the perceived susceptibility,perceived seriousness and perceived benefits play a partial mediating role in the mechanism of health information search on the tourists’consumption preferences in forest health care tourism.However,the mediating effect of the perceived barriers is not significant.Third,the robustness test shows that the frequency of health information search and

关 键 词:健康信息搜寻 森林康养旅游 消费偏好 健康信念 

分 类 号:F592[经济管理—旅游管理]

 

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