The Demand of Forest Bathing in Northern Italy’s Regions: An Assessment of the Economic Value

Abstract

The study aims to evaluate the demand for forest bathing in northern Italy’s regions, underlining the willingness to pay and the potential tourists’ habits and flows on attending alpine contexts. Several studies have analyzed the psychophysical benefits of forest bathing, and there is a growing interest in assessing its economic value for tourism purposes. The sample’s answers have been analyzed employing a stratified sampling methodology considering three different macro areas (northwest regions, northeast regions, and the Friuli Venezia Giulia region). After analyzing the sample’s attitudes, the research approached the estimation section by calculating the flow as the number of potential forest bathing hikes per year and the willingness to pay through the contingent valuation method. The main results indicate that forest bathing activity in northern Italy has a considerable monetary value, and it is generally compared with positive feelings, particularly concerning well-being and fascination factors.