摘要
健康中国战略实施背景下,游客森林康养旅游需求多样化发展,精准识别游客需求层次成为森林康养旅游地提升服务质量的关键。基于魅力质量理论,运用卡诺模型(KANO)对游客森林康养旅游需求进行分层,通过满意度系数和不满意度系数定量分析需求的期待性和依赖性,结合二项Logistic回归探究影响因素。结果表明:游客森林康养旅游需求可分为魅力型需求(6项)、期望型需求(8项)、必备型需求(6项)和无差异型需求(3项)4类,整体期待性大于依赖性,性别、职业、文化程度、家庭年总收入、健康状况及康养旅游活动经历等因素对游客的森林康养旅游需求产生显著影响。基于研究结论,提出强化核心需求供给、提升游客康养体验,精准匹配需求和供给、构建差异化服务体系,创新旅游产品与服务、强化持续吸引力等建议。
⑴Background——Since the implementation of the Healthy China strategy,the market demand for forest health care tourism has shown a continuous growth trend.Accurately understanding and meeting the core health care needs of tourists have become the key issues urgently needing resolution for forest health care tourism destinations.The existing research mainly focuses on aspects such as the construction of forest health care bases,the evaluation index systems,the perception and consumption demand of forest health care,and the paths of industrial integration and development.However,studies that systematically correlate the demand levels and influencing factors of forest health care tourism are relatively scarce.⑵Methods——Based on the Attractive Quality Theory and semi-structured interviews,etc.,this paper first established an evaluation system for tourists’demands for forest health care tourism.Then,the KANO model was used to screen and categorize the elements of tourists’demands for forest health care tourism,and the expectations and dependencies of tourists’demands for forest health care tourism were quantitatively analyzed through the satisfaction coefficients(Better)and the dissatisfaction coefficients(Worse).Finally,it used the binary logistic regression model to analyze the influencing factors of tourists’demands for forest health care tourism.⑶Results——First,tourists’demands for forest health care tourism can be categorized into four types:six attractive requirements,eight one-dimensional requirements,six must-be requirements,and three indifferent requirements.Overall,tourists’demands tend towards one-dimensional requirements.Specifically,must-be requirements form the foundation,one-dimensional requirements and indifferent requirements are positively correlated with tourists’satisfaction,attractive requirements primarily encompass tourists’entertainment and leisure needs.Second,males are more inclined to forest health care tourism.Tourists employed in government agencies,enterprises,public institutions,and sectors such as science,education,culture,and healthcare demonstrate relatively higher demands for forest health care tourism.The educational level is negatively correlated with the demands for forest health care tourism.Tourists with better health conditions and higher annual total household income show greater acceptance of forest health care tourism.Previous positive experiences enhance their?demands for forest health care tourism.⑷Conclusions and Discussions——Based on the above research conclusions,the following policy suggestions are proposed:First,strengthen the supply of core demands to enhance tourists’health care experiences.Consolidate must-be requirements by strengthening forest resources protection and ecological restoration,improving sanitation and safety facilities,optimizing accommodation and catering services as well as the transportation networks both within and outside the scenic areas,and enhancing staff training in health consultation and healthcare services.Second,precisely match supply with demand to build differentiated service systems.Provide personalized health care programs and progressive health care services based on in-depth analysis of tourists’characteristics.Third,innovate tourism products and services to enhance sustained attractiveness.Establish digital healing centers,develop AI-powered forest health care guidance systems,create seasonal health care themes,deepen industry-academia-research cooperation,and conduct therapeutic efficacy tracking studies to provide tourists with data-driven health assessments.
作者
王慧
曾晨晨
张永存
蒋宏飞
WANG Hui;ZENG Chenchen;ZHANG Yongcun;JIANG Hongfei(School of Tourism and Culture,Nanning Normal University,Nanning 530001,China;School of Literature and Media,Baise University,Baise 533000,China;Research Institute of Forestry Policy and Information,Chinese Academy of Forestry,Beijing 100091,China)
出处
《林业经济问题》
北大核心
2025年第5期491-499,共9页
Issues of Forestry Economics
基金
广西高等学校千名中青年骨干教师培育计划人文社会科学类立项课题(2022QGRW039)
国家林业和草原局资助项目(500102-6062)。
