Tourists’ Expectation Of National Forest Trail Attributes

In recent years,the mass walking exercise has been igniting heat waves in China.The voluntary organization activities are diverse.People are eager to return to nature,to the wilderness,physical and mental health needs,to promote the development of national trails.In order to meet the expectations of tourists in the future construction of forest trails and provide the basis for the planning of the inner walking trails in China’s forest parks.This paper takes the attributes of national forest trails as the starting point,and inn ovation carries out the research on this topic.Through the foreign national trail construction standards and other related literature and expert surveys,from the two macroscopic perspectives of tourist demand and trail supply,a relatively complete national forest trail attribute system is constructed.Among the attributes of the tourist demand include,tourists’ needs include cognition of distance and transportation cost,difficulty of trail,and ecology of trail,the sense of security of tourists and the psychological impact of changes in the trail;In the aspect of tourist supply attributes,it includes four aspects:trail environment,resources,facilities and service management,29 attributes in total.Then,relevant psychological theories are introduced,and a questionnaire survey is conducted based on the factors affecting the sources of people’s psychological expectations in the "cognition-knowledge system model".To analyze the expected relationship between these factors and the attributes of national forest trails.And finally revised the model used in this article to meet the tourists’ expectations of the national forest trails.The revised model is the "attribute expectation model".It reflects a knowledge system composed of individual basic characteristics,experience and observation learning,cognition of specific situation and personal willingness to the product,this three main aspects together constitute the expected source of a certain product attribute.The "attribute expectation model"proposed in this paper is applicable to the study of tourism product attribute expectation and general product attribute expectation research.Based on the above analysis and discussion,the following conclusions are drawn:(1)The respondents believe that the high expectations of the trail attributes are the safety of the trails,the cultural conditions along the way,hydrology,meteorology,historical sites,and geological and geomorphological resources.The low expected values of the trail attributes are trail geological disasters,meteorological disasters,and biological disasters.(2)The "knowledge system" has a certain relationship with the expectations of the national forest trail attributes:potential visitors with different individual characteristics(including gender,age,hometown,education,occupation,and monthly income)have certain differences in the expectations of national forest trail attributes;Both learning factors and personal experience factors had significant positive effects on the expectation of national forest trail attributes.(3)"Situated cognition" attributes of the system and national forest trail expectations also exists certain relationships:potential visitors who choose to hike for more than five days,in different seasons,with different partners,and motivated by self-recognition and self-challenge,not only expect some positive attributes of the national forest trail,but also pay great attention to the difficulty,disaster and other negative attributes of the trail.(4)the overall willingness of the respondents to hike the national forest trail is strong.The higher the overall willingness of tourists to hike,the more they expect the attribute construction of trail management and infrastructure;From the analysis of the hiking intention of a single trail,it can be seen that the attraction of red culture,religious culture,ethnic culture and other characteristic cultural resources along the trail can determine the preference of tourists for a single trail to some extent.Through the analysis of the whole paper,the author believes that it can provide a basis for the construction of national forest trail according to tourists’ different expectations on the attributes.At the same time,we should identify the different needs of tourists and carry out differentiated national forest trail publicity and marketing.National forest trail construction is still in the conceptual stage,but its historical significance is strong.In the future,we can further carry out research on microscopic aspects such as trail segmentation.