The Demand of Forest Bathing in the Northern Italy’s Regions

The study aims at evaluating the demand of forest bathing in the Northern Italy’s regions underlining the willingness to pay and the potential tourists’ habits and flows on attending alpine contexts. Through the submission of a questionnaire, the sample’s answers have been analyzed employing a stratified sampling methodology considering three different macro areas (Northwest regions, Northeast regions, and Friuli Venezia Giulia region). After analyzing the sample 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 trough the Contingent Valuation Method. The main results indicate that Forest Bathing activity in Northern Italy have a considerable monetary value and it is generally compared with positive feelings, particularly concerning well-being, and fascination factors.