A Comparative Analysis Of Chinese And Korean College Students Travel Behavior

With the increase of college student quantity, raise of consumption level of college students, as well as enhancement of education background, the travel desire of college students strengthens. Meanwhile, their parents are likely to encourage them to open the mind and make friends by travelling. Therefore, as an emerging segment market, college student travel market has great potential that need to be studied on. College student market has its own needs, and their travel behavior differentiate from other groups. Even college students in different countries also have different travel behavior due to different cultural background and economic environment. For these reasons, we should pay more attention to college student travel behavior and understand the characteristics and needs of this segment market, thereby provide targeted suggestions for the development of college student travel products, and then improve the development of college student travel market by utilizing the effective market development strategy.The research methodology and process are:first of all, on the basis of reviewing foreign and domestic literature on tourist behavior and college student travel market, the author designs the questionnaire in terms of travel motivation, information search, travel-related activities and satisfaction; Secondly, the author uses non-random snowball sampling method to select qualified respondents to complete the survey, and then come up with the findings by doing factor analysis, independent sample T test and reliability analysis through SPSS software; Thirdly, the author tries to find out the similarities and differences between Chinese and Korean college student travel behavior according to the findings, and then explain the causes. Finally, the author provides some recommendations on the development of college student travel market based on the analysis above.The characteristics of college student travel behavior can be extracted from the research findings that:(1) College students have nice education background, they are accessible to new things and have great desire to travel; (2) Although college students' consumption level is low, they are demanding on travel facilities, products and service; (3) College students choose the time for travel intensively, and they prefer to travel with companion; (4) The travel-related activities mainly covers traditional natural and cultural sightseeing, but the leisure concept of them starts to emerge. The differences of travel behavior between Chinese and Korean college students are as follows:(1) The difference of consumption level contributes to the great distinction on the selection of travel facilities and service; (2) The difference of cultural background leads to great distinction on motivation and the selection of travel-related activities.The innovations of this thesis are:(1) Choosing college student as a specific segment market to do the in-depth research, and finding out the differences of college student travel behavior in terms of different countries by using contrasting approach. (2) Building up the analysis model by using multivariate statistics theory, using qualitative analysis as theoretical basis and using quantitative analysis as instrument.