Analysis On Consumption Demand Of Forest Recreation In Changsha City Based On Demographic Characteristics

With the acceleration of aging process,some sunrise industries,such as health industry and elderly industry,are becoming more and more important in China.At the same time,China's economy is also facing the supply-side structural reform,and the driving effect of resident consumption on the economy is becoming more and more obvious,too.In this case,it is of practical significance to analyze the consumption demand of emerging industries.In view of this,this paper starts with combing the popula tion structure of our country,taking the development pattern of forest rehabilitation industry as the premise,taking the revised Keynesian consumption demand theory as the theoretical basis and design framework,and taking the questionnaire investigation and the field visit as the main approaches.Analyzing the first-hand data which was obtained by questionnaire to figure out the consumption demand of forest rehabilitation industry.Considering the feasibility and convenience,this study finally identified Changsha residents as the key interviewees of the questionnaire.In order to make the survey results representative,the interviewees were screened according to different age groups in order to make the age distribution of the interviewees is similar to the age distribution structure of the population in China.The questionnaire content mainly includes the interviewees understanding of the forest rehabilitation industry,their consumption intention and which factors will be considered in their consumption and so on.And,in order to explore the consumer psychology of those interviewees,this questionnaire has also made some acquaintance to their individual and family income and some other basic information.At the end of survey process,this paper makes a descriptive statistical analysis of the interviewees understanding of the industry,the ir consumption willingness in the forest rehabilitation,their preference of elderly finance and so on.The influencing factors such as consumption preference are also analyzed.This survey began on November 1,2018 and lasted for nearly four months.It was divided into two ways: online questionnaire distribution and off-line field visit.The effective questionnaire recovery rate was 9 3.72%.The result passed the reliability and validity test,the results of the survey are representative.The survey results demonstrated that most of the interviewees had a strong willingness to consume forest recreation,but at the same time,they knew little about the industry.The industry needed to be further promoted.Whether the consumption price is moderate,whether the medical conditions of the rehabilitation base can meet consumers' demand,and whether the infrastructure of the base is complete or not are the factors most concerned by the interviewees in the ir consumption decision-making.The income of the interviewees and whether the y had the intention to do forest recreation before had a positive correlation with the amount that the interviewees were willing to spend in the forest rehabilitation.At the same time,there was no significant correlation between the preference of the services for aged and their age,the preference for forest recuperation and the health status of the interviewees,among them,there was no significant correlation between the preference of forest recreation and rehabilitation and the ir health status.Forest rehabilitation industry is more likely a national health industry from the perspective of consumers.Forest recreation industry has huge potential consumption demand.In order to further stimulate forest re creation consumption,we must enhance the supply of industrial consumption firstly,we also need to increase the efforts of industrial publicity and promotion,and optimize the consumption environment and the level of supporting services,deeply explore the potential consumption demand of the target consumers.