Developing An Extended Theory Of Planned Behavior Model To Predict Forest Health Tourists' Behavioral Intention

Health is a topic of constant concern.At the same time,with the pollution of the environment and the deterioration of air quality,the prevalence of lung cancer has been rising in recent years.The 19 th National Congress of the Communist Party of China put forward the strategy of “healthy China”,and the health tourism industry has become an important research direction at this stage.The State Forestry Administration and the Hunan Provincial People's Government have provided guidance on the construction of forest health care bases and the construction of forest health care industry systems and issued industrial development plans.As a health-conscious tourist in the new era,returning to nature,tourism to forests with high negative oxygen ions and good ecological environment has become a kind of appeal.Therefore,it is particularly important to study the behavioral intentions of forest recreation tourists.It is important to make recommendations for promoting the development of the forest recreation and tourism industry.In this study,the tourists of China Forest Oxygen Bar Shennong Valley National Forest Park were selected as the research objects.The literature research method was used to construct the behavioral vector table of forest recreation tourists.The scale was revised through trial research.Using SPSS22.0 and AMOS21.0,the reliability and validity analysis,exploratory factor and confirmatory factor analysis,correlation analysis and variance analysis were performed on the formal survey data.Finally,the structural equation model fitness test and mediation effect test were carried out.The four main conclusions are as follows:(1)Subjective norms have a significant impact on the behavioral attitudes of forest recreation tourists.Local dependence has a significant impact on forest recreation tourism behavioral intentions,with path coefficients of 0.496 and 0.422 respectively;(2)Forestrecreation tourism The behavioral intentions are not significantly affected by subjective norms,and the perceptual behavioral control has no significant influence on subjective behavioral attitudes.The path coefficients are-0.186 and-0.144,respectively.(3)Behavioral attitudes in perceptual behavior control,local dependence,local identity and subjective norms,etc.The antecedent variables play a full intermediary role in the behavioral intentions;(4)Middle-aged short-term weekend vacations and summer vacations are the main markets for forest recreation tourism,and forest recreation tourists are generally accompanied by friends or families.Parent-child-oriented,self-driving is the preferred mode of transportation for forest recreation tourists,the main population of forest recreation tourists From the city.According to the research conclusions,three important revelations of forest recreation tourism practice are proposed:(1)Based on the planning perspective of the forest health care base,it is necessary to strengthen the environmental protection of the scenic spot,maintain the original ecological features,adhere to the principle of protection in development and protection in development;(2)From the perspective of tourism propaganda,it is necessary to increase education on forest recreation and tourism.Promote and market from the perspective of the benefits of forest recreation and tourism;(3)Improve the facilities and sanitary conditions of the hotel from the perspective of tourists' experience,enhance the flavor of dining and folklore,develop healthy recipes,and enhance the convenience of transportation.