Behavioural intention of forest therapy tourism in China: based on health belief model and the theory of planned behaviour

Abstract

The epidemic has aggravated people’s sub-health condition and raised ecological awareness. Forest therapy tourism as a type of natural-based ecotourism and a way to improve health condition deserves more attention. Few studies have combined the health belief model (HBM) and the theory of planned behaviour (TPB) to explore the relationship underlying health beliefs, attitude and behavioural intention of forest therapy tourism. Five hundred and ninety questionnaires were received and the data was analysed by SPSS 24 and Amos. Research results showed that the attitude dimension from TPB was a significant mediator of health beliefs and behavioural intention. Moreover, perceived benefits and perceived severity positively influenced the behavioural intention. Whereas the perceived barriers and perceived susceptibility were not prominent predictors. Marital status and home quarantine partially moderated the relationship among the constructs.