On The Tourism Behavior Of The College Students And Market Segmentation

With the increasing enrollment of students in institutions of higher education,the relaxing limitations on the age for the college entrance examination and so many reforms of higher education like these are put into practice,the size of the domestic college students expands continuously,according to data released by the Ministry of Education,up to 2006,the gross enrolment rate in higher education approached 22 percent,students in institutions of higher learning totaled 25 million,this number ranked first in the world.It also promotes the rapid growth of the tourism market in the college students at the same time.At present,the tourist behavior,tourist motivation,consumption activity of tourists,tourist preferences and tourist type have been well studied by domestic and overseas scholars.However,very little empirical work has been done for this particular group of college students relatively.Nowadays,the tourism products for this particular market are still in the initial stage of development,most tourism products are summer camps for the primary and high school students or to be a mass style,and less customized products and services for the college students to adapt to the tourism demand of the continued growth in this subunits.With the popularization of higher education,the tourism market of the college students has a huge market with big potential,the group of the college students has drawn more and more attention recently, experts and scholars begain to study on their tourism motivation,behavior,and tourism market.For this purpose,according to the tourism motives and purchase characteristics of the college students,analyzing the characteristics of marketable products and marketing strategy is not only conducive to the development of tourism enterprises and the successful operation of the market but also has far-reaching significance for a long-term development of China's tourism industry.In this paper,the author went into the tourism behavior of the college students to provide a basis for developping the tourism market of college students better.The full text is divided into seven chapters:Chapter 1,Introduction.This chapter mainly discusses the background of this study,its purpose,significance,and then puts forward the methods and technical routes of this research. The second chapter is about the relevant research,literature search and related theory.Basing on these research,the author analyses the tourism behavior of the college students and subdivide this special market ulteriorly.ChapterⅢ,the analysis of theory on the tourism behavior.Mainly examining the tourism behavior from three points of view,first one economics,second one psychological,last one geographic,the author analyses a variety of branches of knowledge yields to comprehend various types of tourism behavior.ChapterⅣ,the modifying factors of the tourism behavior.This chapter are quantitative and qualitative analysis on the tourism behavior of college students.The author discovers the special law of the tourism behavior of college students through the questionnaire.Subjective factors include tourism attitude,motivation,preference of college students;Objective factors include the main sources and the cost of tourism funds of college students,the channels of tourist information,the number and timing of tourism,space features of tourism,tourism mode,the actual destination of choice.ChapterⅤ,Analysis of the tourism market for college students.This chapter mainly analyses the potential market of college students,the demand,related support systems and the structural contradictions in this market to understand the status of the tourism market of college students.ChapterⅥ,the development of specific proposals for the tourism market of college students.In accordance with the characteristics of the tourism market for college students,the author brings forward some suggestion,for example,a sound policy support system for college students tourism,a number of concessions to develop the tourism market,and the development of the tourism product to adapt to college students.Establishing a new market idea according to the characteristics of the the college students market.ChapterⅦ,conclusions and prospects.Suming up on the content of this study. points out the conclusion,the limitation and the study of this issue later in future.