Investigation and Gap Analysis on Willingness-Behavior and Expectation-Perception of Forest Therapy Consumption
The questionnaire survey of the actual forest therapy consumers found the gap between the for-est therapy consumption willingness and behavior,and the gap between the forest therapy service quality expectation and perception.According to the gap analysis,the demand oriented reform direction of the forest therapy supply-side reform was proposed.The research showed that the forest therapy consumption willingness was strong,and the potential market space for forest therapy was huge.The consumption fre-quency,amount,and duration was far from meeting consumers'expectations,and could become a growth point for the development of the forest therapy industry.The expectation-perception gap of supporting fa-cilities and management services were the largest.Therefore,improving supporting facilities and promo-ting management services were really the key reform direction for forest therapy project.The forest thera-py project should enrich the diversity of natural resources to reduce the expectation-perception gap of nat-ural ecological factors,improve the experience and diversity of therapy projects,pay attention to provi-ding consumers with cost-effective forest therapy products,and focus on improving consumers' sense of physical and mental pleasure.
NETL
NSTL
万方数据
