A study on the factors influencing the intention to revisit forest tourism based on PMT-TPB?

Forest tourism distinguishes itself from other tourism industries by promoting human health, and publicizing its health-promoting features seems to be a new incentive to attract tourists to forest tourism. Therefore, this study combines protection motivation theory (PMT) and theory of planned behavior (TPB), uses 274 questionnaire surveys of forest tourism tourists to carry out empirical tests, and constructs a structural equation model to study the factors affecting tourists' intention to revisit in forest tourism. The study found that vulnerability, self-efficacy, response efficacy, and subjective norms all have significant positive effects on tourists' forest tourism attitudes; vulnerability, self-efficacy, subjective norms, response cost, and attitude are all significant factors affecting tourists' revisit intention; and severity does not have a significant effect on attitude and revisit intention. The results of the study are useful for forest tourism operators to highlight its health function in the promotion of forest tourism, to select influential people for promotion cooperation, and to give priority to cities with high attitudes in developing forest tourism projects.