Author(s)

Bo Pu, Lu Zhang, Junyi Wei

Corresponding Author

Junyi Wei

ABSTRACT

Forest therapy enables people to appreciate the beautiful forest scenery and cultivate the mind and body. The current literature is mostly from the perspective of developers, but it is also important to consider forest therapy from the perspective of consumers. In this paper, 153 young and middle-aged respondents were randomly investigated by questionnaires. Results found that young and middle-aged groups have insufficient understanding of forest therapy. The primary factors to promote their forest therapy activities are rich forest experiential activities and good forest environment, followed by complete infrastructures and geographical location. Thus, development of forest therapy industry can improve their perception of forest therapy and establish high-quality forest therapy basements. This paper provides constructive suggestions for the development of forest therapy industry.

KEYWORDS

Health industry, Forest therapy, Behavior intention