A Study On The Demand Intention Of Forest Therapy Tourism Products Of Beijing Citizens

Human beings in the long process of evolution is mainly spent in the forest.The forest is the main body to maintain the ecological balance and the natural environment in which human beings live.It not only provides us with the material conditions necessary for subsistence,but also stores the psychological resources needed in modern life.With the rapid development of modern cities,natural resources continue to be eroded.Environmental changes led to the decline in urban residents’ physical and mental health,so people need to contact the natural to balance the individual physical and mental state.Based on the theories of environmental health theory,restorative environment theory,tourism demand theory and tourism consumer decision theory,this paper chooses Beijing as a case and Beijing citizens as the research object,puts forward the research framework of Beijing citizens’ demand intention of forest therapy tourism products,and conduct investigation and analysis.In this paper,the following three research methods are used in the research process:First,the literature analysis method:based on the relevant literature research of domestic and foreign scholars,this paper try to sort out the relevant theoretical and empirical research of forest therapy and consumer’s demand intention;Second,the case analysis:Select three cases at home and abroad to analyze and summarize the development of forest therapy and put forward feasible suggestions for the development of forest therapy in China;Third,quantitative analysis:Select Beijing as a case and adopt questionnaires to collect data.Through the data analysis,the public recognition of forest therapy in Beijing is very high.The motivations of Beijing citizens’ participation in forest therapy tourism products are as follows:Forest experience and sharing motivation,emotional communication and learning motivation,fitness and escaping motivation;By variance analysis.correlation analysis and other research methods to analyze the tourism product preference and demand intention of forest therapy tourists under different motivations.Finally,according to the research results and the status of forest resources in Beijing,the related forest therapy tourism products were designed and the countermeasures and suggestions for carrying out forest therapy tourism were put forward.