A Study On Lifestyle And Domestic Travel Behavior Of University Students

With the popularization of higher education, the number of Chinese college students outranks that in all other countries. Together with the advancing of the times and the stable development of national economy, the expense ability of college students enhanced and the consuming way became more diverse. It's not exaggerating to say that there is an enormous potential market in universities, and to make sense of this market, the enterprises should first have an informed understanding of life styles of college students.To analyze the market according to the life styles can help the enterprises to aim at the target market and in turn make effective promoting strategies. This survey based on questionnaire is conducted among students in Xiamen University to examine their consuming ability and their inbound travel behaviors. And according to the data which collected from questionnaires, analysis will be done to understand the life style and domestic travel behavior of students in Xiamen University. And expect the conclusions could inspire the travel industry and other industries are the goals of this research.In the sampling process, convinence sampling method was adopted. 404 useful questionnaires were got finally. Statistic methods such as factor analysis, cluster anlysis, one-way ANOVA and chi-square analysis were used in this research. Seven facets of life style of students were derived from the data and market segment could be made base on them. And then, some marketing advices to different segments could be offered.There are four conclusions in this research.1. Students of Xiamen University could be segmented into 3 groups, the vogue-social, pinch pennies-rational, and active-independent.2. Most students of Xiamen University travel less than two times one year, and therefore they spend little on travel. Self-help travel with classmates or lovers during winter and summer vacations and non-holidays leisurable time are preferred by many students. And almost half students like natural view. Security and arrangement of time during travel are worried by most students. On the other hand, about 50% students like to use credit card during travel.3. There are some marked differences in demographic variables depends on market segments.4. There are some marked differences in domestic travel behavior depends on market segments.