Study On Engagement And Loyalty Of Forest Tourism Destination Under Different Motivations

During the "14th Five-Year Plan" period of constructing a modern industrial system supporting high-quality development,forestry is faced with effective conservation and high-quality utilization of forest resources,realizing the transformation from mainly providing a single forest material product for the purpose of productivity to providing diversified and high-quality ecological products for the whole society.With the promulgation of "Forest Law",forest tourism is gradually becoming an essential hot-point for forestry transformation and upgrading in the new era,and has become hot at the market level.This two-way empowerment mode of "forestry&tourism" has stimulated new ideas of innovative development and creative transformation of forestry in the new era,and has become an effective starting point for supply-side reform in the new era.The research on forest tourism behavior focuses on tourists’ needs,which is conducive to promoting the transformation of forestry development from planned management to market-oriented management.However,the existing research focuses on the supply side of forest tourism space,resources and ecological strategic countermeasures,ignoring the exploration of tourists’ motivation and behavior mechanism on the demand side.This study mainly investigates the motivation of tourists in Mengshan National Forest Park and its relationship with the Engagement and loyalty of tourist destinations,and constructs a three-stage model of motivation→Engagement→loyalty.Specifically,the motivation of healthy tourists is evaluated through four dimensions:novelty and knowledge,prestige and luxury,self-development,relaxation and escape;Evaluate tourists’ Engagement from two angles through experience and reflection;Evaluating destination loyalty through tourists’ attitude loyalty.On the basis of questionnaire data collection,SPSS and AMOS are used to process the data.The results show that novelty,learning motivation and self-development motivation can not significantly promote the destination loyalty of forest healthy tourists,but must be mediated by experiential Engagement and reflective Engagement;Prestige and luxury power can directly and significantly promote tourists’ destination loyalty,and can also stimulate destination loyalty through reflective Engagement;Relaxation and escape motivation can only negatively predict destination loyalty through experiential Engagement in the process of forest experience.Based on the research results,this study proposed the destination should be based on different subdivision motive,improve the tourism experience in the process of tourist experience,immersive feeling,both in the tourists’ cognitive experience,common,both,by improving the tourists experience participation behavior,reflective participation behavior,improve the tourist destination loyalty.The results of this study provide theoretical guidance and specific strategies for practitioners to understand and predict forest tourists’ behavior.