Research On The Impact Of Forest Educational Tourism Combination Products On Family Consumption Intention

Educational tourism is a kind of tourism activities aiming at cultivating teenagers’ life skills,collective concept,innovation spirit and practical ability.Since 2013,the nation has issued a series of policies to support the development of educational tourism,and promote many tourism attractions throughout the country to carry out this activity with dual attributes of education and tourism.Liaoning Province is rich in forest natural resources,and many forest parks have been built.However,it is difficult to make full use of forest natural resources only by relying on traditional sightseeing tourism.Therefore,it is urgent to plan more different types of forest tourism products to attract market attention.Based on the above background,this paper takes Liaoning SX Forest Park as an example,through in-depth interviews to understand the actual situation of SX Forest Park,and the problems to be solved for the planning of forest educational tourism combination products.This study first established the research content and research methods of this paper by combing the relevant literature,and drew on the theoretical framework of planned behavior as the main scale to prepare and issue two sets of questionnaires for middle school students and parents of middle school students.Through a series of statistical analysis of the questionnaire data,such as mean comparison,independent sample T test,paired sample T test,correlation analysis and regression analysis,it is found that the development of forest educational tourism among middle school students is not high,but parents and students have strong expectations for participation,and they have the highest preference for “solidarity and cooperation training expansion activities”.Most parents and students think that they can take part in 1-2 forest educational tourism per year(May-October),and “economic” accommodation products are the most popular.Parents’ intention to consume “forest educational tourism products” and “forest health care products” is strong,but when they are merged into “forest educational tourism combination products”,parents’ family consumption intention is reduced.Finally,the multiple linear regression equations of parents’ and students’ intention to participate in forest educational tourism consumption are listed,and put forward management countermeasures and suggestions:In the aspect of product planning and design,7-8 grade students and female parents as the main consumer groups,reasonably arrange the proportion of all kinds of activities and do a good job in safety protection,introduce technical talents,join cultural educational tourism products,and do a good job in market segmentation;In terms of product market promotion,we should cooperate with other tourism institutions to increase the promotion efforts and scope in May,summer and October holidays,reduce the housing price,and use the network media platform to improve the attention and influence;In terms of consumer intention improvement,parents should forward advertising marketing information online,and should strengthen publicity and introduction to students to enhance consumption and participation intention.Based on the above research conclusions,it provides reference for Liaoning SX Forest Park.