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The Effects of Tourism Motivation and Perceived Value on Tourists’ Behavioral Intention Toward Forest Health Tourism: The Moderating Role of Attitude

Author

Listed:
  • Yujiao Zhao

    (School of Economics and Management, Chang’an University, Xi’an 710064, China)

  • Jun Yang

    (School of Economics and Management, Chang’an University, Xi’an 710064, China)

  • Juanru Song

    (School of Economics and Management, Chang’an University, Xi’an 710064, China)

  • Yiqing Lu

    (School of Economics and Management, Chang’an University, Xi’an 710064, China)

Abstract

In the context of the accelerating aging of the global population, there is an increasing public concern for health and wellness, accompanied by a marked rise in apprehension regarding sub-health conditions. Concurrently, forest health tourism, as a nascent form of tourism, is widely acknowledged as a pivotal avenue allowing the tourism industry to pursue a green transformation. Previous studies have explored the links between motivating, perceiving, and behaving. However, little research has examined how tourism motivation might influence the long-term sustainability of forest health tourism sites. Therefore, this study builds on the SOR theoretical framework and uses SEM to clarify the effects of tourism motivation and perceived value on forest health tourism behavior. Meanwhile, the research model incorporates attitudes as a moderating variable to ascertain their impact. A sample of 527 valid tourists from China was analyzed and the results demonstrate the following: (1) entertainment motivation and leisure motivation have a significant positive effect on forest health tourism behavioral intention; (2) prestige motivation and cultural motivation do not have a significant positive effect on forest health tourism behavioral intention; (3) perceived value mediates between entertainment, prestige, cultural, and leisure motivations and forest health tourism behavioral intention; (4) attitude moderates the relationship between perceived value and behavioral intention in forest health tourism. These insights offer a theoretical framework for industry stakeholders seeking to attract tourists and pursue environmentally friendly, sustainable growth in forest wellness tourism. This study also has important practical implications on how forest health tourism is promoted and managed.

Suggested Citation

  • Yujiao Zhao & Jun Yang & Juanru Song & Yiqing Lu, 2025. "The Effects of Tourism Motivation and Perceived Value on Tourists’ Behavioral Intention Toward Forest Health Tourism: The Moderating Role of Attitude," Sustainability, MDPI, vol. 17(2), pages 1-27, January.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:2:p:713-:d:1569440
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    References listed on IDEAS

    as
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    3. Jianwei Qian & Xue Li, 2024. "Perceived Value, Place Identity, and Behavioral Intention: An Investigation on the Influence Mechanism of Sustainable Development in Rural Tourism," Sustainability, MDPI, vol. 16(4), pages 1-18, February.
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    6. Vivina Carreira & M. Rosario González-Rodríguez & M. Carmen Díaz-Fernández, 2022. "The relevance of motivation, authenticity and destination image to explain future behavioural intention in a UNESCO World Heritage Site," Current Issues in Tourism, Taylor & Francis Journals, vol. 25(4), pages 650-673, February.
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