| With the continuous improvement of China’s economic level,people’s need for health preservation and tourism demand continued to increase,forest therapy has become one of the most potential and development prospects of the industry.Forest therapy is also an integral part of the construction of ecological civilization,and it is an effective way to implement the general secretary’s theory that "green water and green mountains is a mountain of gold and silver".It embodies the requirements of the Scientific Outlook on Development and the concept of green development in developing a circular economy and building a resource-saving and environment-friendly society.People pursue the demand and population ageing of quality life,and provide broad development space for forest therapy.The consumption upgrading of the demand side of forest therapy requires the reform of the supply side.At present,there are many problems in the development of forest therapy projects.Although the national policy actively supports the supply-side reform of forest therapy industry,the supply-side reform of forest therapy industry still needs to be studied deeply.Under this background,it is of great theoretical and practical significance to study the demand analysis and demand-oriented industrial supply of forest therapy in China.On the one hand,forest therapy meets the health care needs of the elderly in the population ageing age,promotes people’s health awareness,and meets the health therapy needs of sub-healthy people;On the other hand,the development of forest therapy industry can also realize the marketization of forest ecological value,establish the hematopoiesis mechanism of forestry development,from industrial blood transfusion to self-hematopoiesis,and promote the development of forestry economy.It can also promote the development of regional economy,increase the income of farmers,and help the poor through industry.Therefore,based on the domestic development prospect and the development experience of the developed countries,the macro-quantitative forecast research on the future demand of forest therapy in China in the next 5 years is carried out.The study shows that China’s forest therapy industry is about to enter a rapid development stage due to the strong demand for forest therapy.The total demand for forest therapy in China will exceed 1.6 billion 2023,and the market size will reach at least 2.4 trillion yuan.Based on the analysis of the demand theory of forest therapy maintenance,this paper constructs a theoretical analysis framework of forest therapy maintenance demand will,behavior and its potential influencing factors by using the theory of planned behavior and the gap model of service quality.According to this,the paper designs the measurement variables of forest therapy consumption willingness,consumption behavior and the potential influencing factors of forest therapy consumption behavior,and designs the questionnaire of forest therapy.The descriptive statistical analysis of 2,745 valid questionnaires in China shows that: The consumer’s will is strong and the market of forest therapy is vast;the actual consumption is far from the consumer’s expectation;the insufficiency of the existing forest therapy project,to some extent,the reduction of consumer demand.Based on the results of 2745 valid questionnaires,72 variables were used to study the main factors influencing the willingness of forest therapy consumption.Considering the regional heterogeneity,the whole country is divided into six regions and the sub-regions are studied.Finally,a national model and six sub-regional models were constructed,which included 14 variables.The results show that the factors that have a great influence on the willingness of forest therapy consumption include consumer’s cognition of sports effect,natural ecological factors,and consumer’s willingness of relatives and friends,etc.The factors that affect the willingness to spend on forest therapy vary greatly,but they all focus on behavioral attitudes and natural ecological factors;people who expect more from forest care projects are less likely to be motivated to spend people who actually experience and get a high quality of service are more likely to consume again.Based on the results of 2,312 effective questionnaires on forest therapy consumption,this paper first attempts to incorporate additional variables such as service quality expectation and perception gap into the planning behavior model The structural equation model of forest therapy consumption behavior was established,and the main factors,mechanism and path of influencing forest therapy consumption behavior were explored.At the same time,based on the regional data and considering the regional heterogeneity,the key influencing factors,the influencing mechanism and the influencing path of forest therapy consumption in each region were studied.The results show that perceived behavior control is the main factor influencing the consumption intention of forest therapy,the behavior attitude is the second,the consumption intention of forest therapy is the main factor influencing the consumption behavior of forest therapy,the second is the subjective norm behavior attitude has direct influence on forest therapy consumption behavior and indirect influence on forest therapy consumption behavior through influencing forest therapy consumption intention,but the total influence is negative.That is,behavior attitude will restrain consumer behavior to some extent.The study finds out the main factors that influence behavior attitude,subjective norm and perceived behavior control,which is helpful to take measures to promote consumption behavior.The results of the zoning model show that the path of forest therapy consumption is different in different regions,so different strategies should be adopted to increase consumer’s intention and stimulate forest therapy consumption.On the basis of the research on the macro level of forest therapy demand prospect,the micro level of forest therapy consumption willingness and the forest therapy consumption behavior,this paper further analyzes the supply conditions and prospects of China’s forest therapy industry on the macro level,this paper studies the problems existing in the supply of forest therapy industry in China at present,and takes the LQG forest therapy project in Beijing-Tianjin-Hebei region as a case to make an empirical study of the micro-supply,and analyzes the gap between the supply of case items and the demand of consumers Research case project product supply facing the bottleneck.The study found that China’s forest therapy industry not only has a variety of natural ecological resources endowment,and in the forest health and supporting facilities,forest health and personnel training,health facilities,basic transport conditions have been developed,especially in the industrial policy has been highly valued by the government,the future development prospects are broad.At present,the development of domestic forest therapy industry is mainly distributed in the northeast,Shandong,Yangtze River Delta,Yunguichuan and other regions,and gradually formed their own characteristics.Despite the rapid development of forest rehabilitation projects in China,there are still a lot of problems.Based on the case study,it is found that there is still a big gap between the supply of forest therapy projects and the demand of forest therapy consumers.Finally,based on the conclusions of demand-side analysis,some suggestions on the supply-side reform and development of China’s forest therapy industry are put forward: increase the total supply of diversified forest therapy products;to enhance the supply capacity of personalized forest therapy products;to enhance the supply capacity of interesting forest therapy products;to improve the supporting system of humanized health therapy facilities;to adhere to the organic unity of natural protection and project development;to continue to improve the policy system for the development of forest therapy industry;to strengthen the training and training of forest therapy talents;to establish a governance mechanism for the standardized development of forest therapy industry. |
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