森林康养消费意愿—行为与服务质量期望—感知调查及差距分析
Investigation and Gap Analysis on Willingness-Behavior and Expectation-Perception of Forest Therapy Consumption
田明华 1王春波 2刘诚 3孟晓 4郑婕妤4
作者信息
- 1. 北京林业大学 经济管理学院,北京 100083;北京林业大学 中国绿都研究院,北京 100083
- 2. 国宏新型城镇化发展联盟,北京 100015
- 3. 北京林业大学 两山理论与可持续发展研究中心,北京 100083
- 4. 北京林业大学 经济管理学院,北京 100083
- 折叠
摘要
基于对森林康养实际消费者问卷调查,发现森林康养消费者消费意愿—行为差距和森林康养服务质量期望—感知差距,根据差距分析提出以需求为导向的森林康养供给侧改革方向.研究表明,森林康养消费意愿强烈,森林康养潜在市场空间巨大,在消费次数、消费金额和消费时长等方面均远未达到消费者的预期,可以成为森林康养产业发展的增长点.配套设施、管理服务的期望—感知差距最大,因此,完善配套设施、提升管理服务成为森林康养项目重点改进方向.应从丰富自然资源多样性着手减少自然生态类因素的期望—感知差距,提高康养项目体验性与多样性,为消费者提供高性价比的森林康养产品,重点提升消费者的身心愉悦感.
Abstract
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.
关键词
森林康养/消费意愿/消费行为/服务期望/服务感知/差距分析Key words
forest therapy/consumer willingness/consumption behavior/service expectation/service perception/gap analysis引用本文复制引用
基金项目
北京林业大学热点追踪项目(2021BLRD17)
出版年
2024
NETL
NSTL
万方数据