Study On The Tourists’ Consumption Intention And Influencing Factors In Jiangsu Forest Health Base

China is rich in forest resources and has unique conditions of forest tourism.As a new type of forest tourism,the combination of forestry and health industry is not only beneficial to the health of people,but also good to economy,society and ecology.The development of forest health industry not only needs the guidance of government policies and the support of commercial capital,but also the drive of consumer market.As the target group of forest health consumption,it is particularly important to meet tourists’ demands and improve their enthusiasm for participation.This paper studies the theory and practice of forest health,the tourists’ consumption intention and its influencing factors of Jiangsu forest health base,and the suggestions to promote the development of forest health industry.First of all,the paper combs the concept and evaluation index system of forest health,summarizes the research results of tourists’ consumption intention and its influencing factors,and introduces the practice and product types of forest health industry at home and abroad.Secondly,through the survey of the tourists in Jiangsu forest health base,it is found that tourists are willing to participate in forest health,and they also tend to recommend and revisit the forest health base.Most tourists choose the spring weekend,self-drive to the surrounding forest health base for a short trip,and tend to participate in sports,recreation and diet projects in order to alleviate the pressure and get close to nature.As for the difference of consumption intention,there are significant differences of tourists with different educational background.While there is no significant difference in gender,age,occupation,income and origin.Furthermore,this paper discusses the factors that significantly influencing the willingness of tourists to consume in Jiangsu forest health base.The results show that management and service of forest health base is the primary factor influencing tourists’ consumption intention,followed by consumption cost,environmental elements and self-cognitive characteristics.The management and service has a significant positive impact on the consumption intention,in which the professional staffing is the largest factor;the consumption cost has a significant negative impact on the consumption intention,in which the expending energy is the largest factor;the environmental elements have a significant positive impact on the consumption intention,in which the cleanliness is the largest factor;the self-cognitive characteristics have a significant positive impact on the consumption intention,in which the health care attention is the largest factor.However,the resource elements,the facility construction,the product functions and attributes have no direct and significant impact on tourists’ consumption intention.Finally,based on the above conclusions,the paper puts forward suggestions to promote the development of forest health industry,including fully integrating forest health resources,creating high-quality forest health environment,vigorously improving the level of base management,effectively improving the quality of comprehensive services,developing forest health characteristic products,building a comprehensive forest health system and strengthening the publicity of forest health.