Research On The Influence Of Frugal And Cognition On Forest Health Tourism Willingness

In recent years,although forest health tourism as a new form of forest tourism development,has shown strong industrial driving ability and strong health care effect,the market demand is still weak.Studies have found that consumer preferences and behavioral intentions are directly or indirectly affected by their consumption habits and cognition.Forest health tourism,as a new type of enjoyment and health tourism service products,the willingness of urban residents to participate in forest health tourism will inevitably be affected by the unique Chinese frugal consumption habits and cognition of forest health tourism.Therefore,the study on the influence of frugality and cognition on the willingness of forest health tourism has important theoretical significance and practical value.This paper introduces frugality,cognition,consumer attitudes,health account and forest health tourism intention.On the basis of theoretical analysis and dimension discussion of each variable,this paper constructs a structural equation model with health account and consumer attitudes as mediating variables from the perspective of frugality and cognition based on the psychological account theory and the “ cognitionattitude-intention ” theory,which provides a new idea for exploring the influencing factors of forest health tourism intention.This paper takes urban residents as the research object.Through the questionnaire survey of residents in Shenyang,a total of515 samples are obtained.According to the strict screening of reverse items and designated items,264 valid questionnaires are finally retained.After descriptive statistical analysis,common method deviation test,exploratory factor analysis and reliability and validity test of valid questionnaire data were carried out by SPSS26.0software,the fitting effect and hypothesis path of structural equation model were tested by AMOS24.0 software,and the validity of the model was discussed.At the same time,the research hypothesis was verified.It is concluded that thrift indirectly affects the willingness of forest health tourism through health accounts and cognition indirectly affects the willingness of forest health tourism through health accounts and consumer attitudes.Further,multi-group analysis is used to explore the path differences between different groups.It is found that for middle-aged and elderly men with high cognition,positive attitude,high education and high income,thrift has no obvious inhibitory effect on the willingness of forest health tourism.Finally,based on the above analysis results.,this paper puts forward targeted countermeasures and suggestions for the development of forest health tourism destinations from three aspects of marketing promotion,product value improvement and target market selection,so as to provide scientific basis and decision-making reference for the reasonable market positioning and targeted marketing strategies of forest health tourism destinations.