A Study On The Relationship Between The Travel Motivation And Revisit Intention Of The Forest Healthcare Travelers Based On "Push-Pull" Theory

The development of economic and the rapid process of industrialization and urbanization made the city into "cement desert".The bad living environment leads to health problems.According to statistics,75%of the world is in the state of sub-health.The forest ecological environment has a recuperating,reducing the stress,adjusting and healthcare effect on people,and it can effectively relieve and treat sub-health problem.The forest healthcare tourism emerged and developed rapidly in the world,especially in Germany and Japan.China has made a great contribution to the research of forest healthcare resources,but because of the short time of the development of forest healthcare tourism in China,we have much research space.This article concluded related research results of forest healthcare tourism in domestic and abroad,and concluded the tourism motivation,"Push-Pull" theory and revisit intention.Meanwhile,it established relationship between the forest healthcare travelers’ Push-Pull motivation and the revisit intention.With the questionnaire survey of ShenNong Valley and statistics analysis,the push motivation has been divided into three dimensions by factor analysis:Backing to nature,Pursuing knowledge and Escaping from trouble.And the pull motivation has been divided into four dimensions:Service quality,Environment resources,Cultures and Activities,Facility instruments.The relationship between push motivation and pull motivation is researched by correlation analysis;the relationship between push-pull motivation and revisit intention is researched by regression analysis;the relationship between the demographic characteristics and push-pull motivation is researched by variance analysis in this paper.The research found that most tourists love forest and knew many functions of forests.But they had a low cognition for restorative and medical healthcare of the forests.The original ecology of the scenic spot is the tourists’ principle concern and the green shower and air irons breathing zone are the tourists’ favorite forest healthcare tourism products.Tourists’ main push motivation is yearning for nature and forest environment,and the main pull motivation is forest environmental resources.However,tourists with different ages,educational attainments,occupations and general places had some differences on push and pull motivation,but sex and family per capita income had no significant influence on push and pull motivation.Forest healthcare tourists’pull motivation had positive and significant influence on push motivation,and they had positive influence on review intention:the higher backing to nature value and study knowledge value,the higher revisit intention;The higher service quality value and environment resources value,the higher revisit intention.With the survey and interview,the research found that the degree of tourists’ satisfaction of ShenNong Valley is ordinary,and they didn’t reflect strongly revisit intention.Therefore,the paper put forward some measures for ShenNong Valley and forest healthcare tourism pots from the angles of environment protection,facility instruments,marketing and product exploitation and so on.At the end of the paper,the author discussed the shortcomings and the problems that need further study of this research.