Research On The Consumption Demand Of Forest Health Tourism From The Perspective Of Sensory Marketing

With the rapid development of social economy,the physical and mental health of residents is seriously threatened.Forest health tourism has the effect of effectively alleviating ’ sub-health ’.At this stage,the industry has long faced the problem of weak demand.Participating in ecological health preservation and seeking physical and mental recovery is one of the important motivations for consumers to travel to forest health tourism destinations.However,the academic community has paid relatively little attention to the consumption demand of forest health tourism in the current research.Therefore,it is the most urgent problem to study the pre-influencing factors and influencing paths of forest health tourism consumption demand.In the context of forest health tourism,consumers’ perception of the environment can effectively promote the formation of tourism consumption demand.Therefore,based on sensory marketing theory and attention recovery theory,this study constructs a theoretical model of auditory evaluation and visual evaluation affecting forest health tourism consumption demand with restorative environment perception as the mediating variable and new corona risk perception as the moderating variable,in order to provide new perspectives and ideas for the study of restorative environment in the context of forest health tourism,explore new methods of marketing and management of forest health destinations under the background of new coronavirus epidemic,and stimulate consumers ’ demand for forest health tourism.This study takes the citizens of Shijiazhuang and Dalian as the research object,and finally retains380 valid questionnaires through the screening of answer time,reverse items and directional items.Then through the empirical analysis of SPSS26.0 and PROCESSv3.4 plug-in,we try to break the ’ black box ’ of the overall impact path of forest health tourism consumption demand.The results show that consumers ’ visual evaluation and auditory evaluation have a significant positive impact on forest health tourism consumption demand,and restorative environment perception plays a significant mediating role between visual evaluation / auditory evaluation and forest health tourism consumption demand.As an effective moderating variable,new coronary risk perception significantly positively moderates the impact of visual evaluation / auditory evaluation on restorative environment perception.This study not only enriches the research on the consumption demand of forest health tourism,but also tries to combine the sensory marketing theory with the research situation of forest health tourism,and broadens the research scope of the theoretical model.At the end of the study,based on the above empirical analysis,three management inspirations including vigorously promoting forest health tourism,rationally designing forest health product portfolio,and integrating forest health tourism resources were proposed to solve the problem of weak demand for forest health industry.