Research On The Influence Mechanism Of Cognition Of Forest Health Care On Revisit Intention

In recent years,the vigorous development of the big health industry has led to the deep integration of tourism and the health industry.Forest health care,a new form of tourism,has emerged as the times require,and its positive effects on nature and the human body have been repeatedly confirmed.However,tourists are not fully aware of the health and wellness functions,and they still focus on sightseeing.In the long run,forest health promotion and destination building will have little impact.At the same time,although existing research has investigated the cognitive level of forest recreation tourists to verify their impact on overall behavioral intentions,the impact mechanism of tourists’ revisit intentions still needs to be further explored.In view of this,exploring the willingness and internal mechanism of tourists who have experienced forest health care to revisit the current cognitive level has theoretical and practical guiding significance for promoting the continuous improvement and long-term development of forest health care.From the perspective of tourists’ cognition,this study integrates the cognition-affectconation theory and emotional evaluation theory,using destination trust and anticipated euphoria as intermediary variables,and health awareness as regulatory variables to explore the impact mechanism of tourists’ cognition on their willingness to revisit.419 valid samples were obtained through online and offline research.Using SPSS26.0,PROCESS3.3plug-in,and AMOS21.0 statistical software,descriptive statistical analysis,reliability and validity testing,and hypothesis testing were conducted on the data.The research conclusions are as follows:(1)Forest health care tourists’ environmental function cognition,element cognition,destination trust,and anticipated euphoria have a significant positive impact on their revisit intention.(2)Destination trust and anticipated euphoria play a mediating role in the impact of tourists’ cognition(environmental function cognition and element cognition)on their revisit intention,respectively;Destination trust and anticipated euphoria simultaneously play a chain mediating role in the impact of cognition(environmental function cognition and element cognition)on revisit intention.(3)Personal responsibility plays a negative regulatory role in the impact of environmental functional cognition on expected euphoria;Health motivation and self health awareness have no regulatory effect on the impact of environmental function cognition on expected euphoria;Health awareness(self health awareness,personal responsibility,and health motivation)does not have a moderating effect on the impact of element cognition on expected euphoria;There is no regulatory effect of health awareness(self health awareness,personal responsibility,and health motivation)on the impact of cognition(environmental function cognition,and element cognition)on revisit intention.The research conclusions reveal the influencing factors and mechanisms of forest health care tourists’ revisit intention,and verify the applicability of the cognitionaffect-conation theory and emotional evaluation theory in forest health care situation,while broadening the research scope of forest health care.It can help managers of forest health bases and relevant personnel of government departments to clarify their shortcomings in deepening tourists’ awareness,promote their understanding of the impact mechanism of revisit willingness.By strengthening the promotion of functional elements,improving the construction of forest health bases,and adding joyful projects,we aim to promote the sustainable development of the forest health industry.