Customer Evaluation of New Product in Tourism: Forest Bathing

Abstract

Relevance and novelty. The paper examines the benefits of forest environment for human health through forest bathing. Forest bathing has been widely studied in a medical context, as it has been scientifically proven that slow forest bathing boosts the immune system, reduces stress and improves mood, but in the case of tourism this niche has not yet been explored. It should be noted that forest bathing has been extensively studied from a medical perspective, but in the case of tourism this niche has not yet been explored as no scientific articles could be found, so it would be interesting to find out how tourists would perceive this experiential dive into nature. The object of this paper is the practice of forest bathing for tourism consumers. Research problem. It is not clear whether forest bathing would be attractive to tourism consumers. The aim of this paper. To find out the attractiveness of forest bathing as a wellness tourism on the Lithuanian market. Research tasks: 1) to clarify the concept of forest bathing; 2) to analyse the health benefits of forest bathing; 3) to investigate the attractiveness of forest bathing as a health tourism for tourism consumers. Research methodology. In order to achieve the aim and objectives of this study, this work include the analysis and systematisation of scientific literature, which will allow to clarify the perception of forest bathing practices in Lithuania and the world; qualitative research is conducted using a focus group method. The study reveals that the practice of forest bathing would be an attractive niche in wellness tourism. Respondents were positive about the experience, stating that the forest bathing excursion was not only enjoyable and calming, but also informative, and that the knowledge gained made them look at the forest in a different way, stimulating a holistic connection between nature and human health.