Harnessing Forest Bathing for Rural Economic Revitalization

ABSTRACT Forest bathing has gained growing attention for its psychological and physiological benefits; however, its economic dimension remains underexplored. This study addresses this gap by examining the relationships between forest bathers' socio‐demographic and behavioral characteristics and their economic impact. The research was conducted on two forest trails in Lithuania, namely “Along the Lakes through Ethnographic Villages” and “Getting to Know Kazlų Rūda and Ažuolai Būda.” A total of 256 respondents were surveyed between January and June 2025 using systematic random sampling. Data were analyzed using descriptive statistics, correlation tests, and multiple regression models to assess the influence of visitor attributes on expenditure. The results reveal that neither socio‐demographic nor behavioral factors predict total spending significantly, while overall satisfaction was detected as a predictor of total expenditure. These findings advance understanding of the economic aspects of forest bathing and emphasize its potential role in supporting local and rural economic development.