Analysis on consumer behavior and driving factors of forest park in Beijing: taking Baiwangshan Forest Park as an example

Based on Baiwangshan Forest Park,through the way of investigation and interview,we can understand the main characteristics of consumers,the characteristics of recreational behaviors and their needs,take the index model of customer satisfaction as the starting point.The influencing variables are adjusted and updated,so as to construct a consumer-oriented satisfaction index framework,and use structural equation models to analyze consumer behavior and driving factors.The research results show that the tourism resources,ecological environment quality,and service quality of forest parks directly affect consumer satisfaction and loyalty.On the contrary,the high or low travel consumption price has no significant impact on consumer satisfaction and consumer loyalty.This shows that consumers in scenic spots can accept and purchase high-priced goods,keep them as souvenirs or give away relatives and friends.At the same time,consumer satisfaction produces a mediating effect between consumer perceived value and consumer loyalty.According to the results of the satisfaction evaluation,the tourism function and service of Baiwangshan forest park should be correctly positioned,its management strategy should be adjusted in time,the tourism environment should be improved,so as to stabilize and improve the level of satisfaction of tourists,and improve its competitiveness and stand out in the fierce market competition.