Attitudes Toward Forest-Based Health and Wellness Practices: Evidence from an Exploratory Study in Northern Italy

This study examines the motivations, socio-demographic profiles, and behavioural orientations of residents in Northern Italy toward mountain and forest visitation, with a focus on their propensity to engage in forest-based health and wellness activities. The analysis draws on a large stratified survey conducted between December 2023 and January 2024, involving 1218 respondents, of whom 976 reported regular forest visitations. Exploratory factor analysis identifies two main attitudinal dimensions: “Health andWellness-Driven Forest Engagement”, centred on psychophysical restoration, and “Comfort-Oriented Forest Use”, related to accessibility and low physical effort. Regression models show that wellnessoriented engagement is strongly associated with psychological well-being, walking and hiking habits, and gender, while comfort-oriented use reflects seasonal patterns and preferences for easily accessible forests. A small subset of respondents reports discomfort in forest environments, forming a distinct attitudinal barrier. Overall, the results indicate substantial potential for forest-based wellness tourism to support healthier lifestyles and diversify mountain economies. Policy implications highlight the need for accessible infrastructures, targeted communication, and the integration of wellness-oriented services into regional development strategies.