摘 要

森林康养作为一个比较新的概念，在中国正处于发展阶段。从提高人民生活水平的角度来看，森林康养充分迎合了消费升级的经济趋势，为城市居民亚健康提供了新的解决方案。当采伐限额日益收紧的今天，森林康养服务也成为了林业新的经济增长点。本文以江苏省泰州市为例，调查该市居民对森林康养的认知和消费意愿，发现一半以上泰州居民对森林康养的认知度为零，只有极少数人表示非常了解森林康养这一概念。在分析受访者特征后，建立Probit模型研究受访者是否愿意进行各项森林康养旅游活动，结果表明年龄、职业、受教育年限等方面不同的受访者选择进行的森林康养活动也有所不同。同时，建立OLS模型，研究受访者愿意为森林康养各项活动支付的价格，结果表明受教育年限与愿意为森林康养花费呈显著负相关，收入与愿意为森林康养花费呈显著正相关。最后提出针对性的对策，以期能提高居民对森林康养的消费意愿，促进森林康养产业可持续发展。

关键词：森林康养；消费意愿；Probit模型；非木质林产品

Investigation on the Cognition and Consumption Intention of Health Rehabilitation and Recreation in Forest Based on Taizhou Residents

ABSTRACT

As a relatively new concept, health rehabilitation and recreation in forest is at a stage of development in China. From the perspective of improving people's living standards, health rehabilitation and recreation in forest fully cater to the economic trend of consumption upgrading, and provide a new solution for the sub-health of urban residents. As the harvesting quotas are shrinking, the service of health rehabilitation and recreation in forest have become a new economic growth point of forestry. With Taizhou City in Jiangsu Province as an example, this paper investigates the residents' cognition and consumption intention of health rehabilitation and recreation in forests, and finds that more than half of Taizhou residents have no awareness of this concept, and only a few people fully understand it. After analyzing the characteristics of the interviewees, Probit model is established to study interviewees’ preference for forest recreation tourism activities. The results show that interviewees with different ages, occupations and education levels choose different activities of health rehabilitation and recreation in forest. OLS model is also established to study the price that interviewees are willing to pay for the activities of health rehabilitation and recreation in forests. The results show that: there is a significantly negative correlation between education level and the willingness to spend on those activities, and a significantly positive correlation between income and willingness to spend on those activities. Finally, some suggestions are given in order to improve the consumption intention of residents and promote the sustainable development of the health rehabilitation and recreation of forests.

Key words: health rehabilitation and recreation in forest; consumption intention; Probit model; non-wood forest product

目 录

1 绪论 1

1.1研究背景 1

1.2研究目的和意义 1

1.3文献综述 2

1.3.1国外研究 2

1.3.2国内研究 3

2 研究方法 7

2.1调查对象与内容 7

2.2调查数据与结果 7

3 模型选择 10

3.1 Probit模型 10

3.2 OLS模型 10

4 实证分析 12

4.1描述性统计 12

4.2模型估计和结果 14

5 结论和讨论 18

5.1主要结论 18

5.2政策建议 18

致谢 21

参考文献 22

附录 24

1 绪论

1.1研究背景

随着经济的高速发展，国民生活水平的提高，人们愈发关注自身的健康，健康问题已成为现代社会关注的重点。党的十九大报告明确了中国社会的主要矛盾已经转化为国民日益增长的美好生活需要和不平衡不充分的发展之间的矛盾，指出国家繁荣富强的重要标志之一就是国民健康，提出了实施健康中国战略、完善国民健康政策、发展健康产业，为国民提供全方位全周期的健康服务。在2016年召开的全国卫生与健康大会上，习近平总书记就指出，要把国民健康放在优先发展的战略地位。

在人口老龄化、人们健康意识提升的今天，森林康养产业应运而生。森林康养是指以森林生态景观、森林食品、森林生态文化等为主要资源和依托，配备相应的养生休闲及医疗、康体服务设施，进行森林游憩、疗养、保健、养老等服务活动的统称，是近几年在中国出现的新事物，正迎合了国家提出的健康中国战略、发展健康产业，也迎合了《林业发展“十三五”规划》文件，当前正处于蓬勃向上发展的阶段。