在校大学生旅游行为研究

在校大学生是旅游客源的一个重要细分市场，具有很大的开发潜力。在校大学生的知识结构、价值取向、心理特征使大学生旅游市场有别于传统的大众旅游市场。本文运用文献综述、问卷调查的方法，以云南部分在校大学生为研究对象，分析他们旅游消费状况、选择出游方式、出游时段、目的地等方面的行为特征，总结出大学生出游在旅游动机、文化水平、闲暇时间、消费结构四个方面的优势；同时从政府及相关职能部门、旅游企业、社会环境、旅游者角度分析了开拓大学生旅游市场的限制性因素，提出开发大学生旅游市场的建议。

A Study of Undergraduates' Touristic Behaviors

College undergraduates, an important segment of tourist market, hold great development potentials. Their knowledge structure, values and psychological traits differ this market from traditional mass tourist market. The paper utilizes documentary study and questionnaire methods, subjects some college undergraduates in Yunnan province, analyzes their travel expenditure, style, time and destination and concludes that they stands advantages from four perspectives: motivation, education level, leisure time and consuming structure. The paper also studies the restrictive factors for developing this market from government, related departments, tourism enterprises, social environment and tourists angles and raises some thoughts and suggestions.