Study On Perceived Value And Loyalty Of Tourists’ Environmental Health Tourism Environment Elements

In recent years,China’s health tourism growth has ranked first in the world.As one of the important ways of health tourism,forest health tourism has been favored by tourists.In 2017,the income of forest tourism has reached 140 billion yuan,and Forest health tourism has become an important economic increase pole for tourism development in China.However,in the process of development,due to the high requirements of tourists on the elements of the tourism environment,they often directly or indirectly affect the tourist perceived value and the tourist loyalty.Therefore,It shows important feasible meaning and theoretical studying value to explore the relationship between tourists’ perception of forest health tourism environment elements and tourists’ loyalty from the perspective of environmental element perception.This paper constructs the forest health tourism environment element system from the perspective of tourists,and explore the relationship among forest health environment elements,tourist perceived and tourist loyalty,and construct relationship model which includes the hypothesis.Firstly,using Delphi method and literature survey method,filtrate two dimensions of forest health tourism environment elements,namely tourism natural environment elements and tourism social environment elements;select five tourist perceived value dimensions:emotional value,service value,social value,environmental value and cost value.Secondly,a questionnaire survey was conducted in Anji County,Zhejiang Province.By applying SPSS22.0 and AMOS 17.0,the paper made reliability analysis,validity Analysis,descriptive statistical analysis,forest health tourism single environmental element evaluation analysis and difference analysis,and testify the model and hypothesis.The results show that:1.Results Exploratory factor analysis indicated that except tourism natural environment elements and tourism social environment elements,forest health tourism environmental elements contain forest landscape environmental factors;tourist perceived value should be four dimensions:service value,social value,environmental value and cost value;2.There is indeed an influence relationship among forest health tourism environment elements,tourist perceived value and visitor loyalty,and all are positive Influence relationship,however,forest health tourism environment elements have no significant positive impact on tourist loyalty;3.According to the model correction results,the environmental value had no significant positive impact on the loyalty of tourists.Finally,based on the results of empirical research,from the point of the improvement of tourist perceived value and loyalty,this paper takes Anji County as an example to propose suggestions for forest health tourism,in order to provide reference for the development of forest health tourism in similar tourist sites.And summarize the shortcomings of the research and forecast the future research.