Nanjing University Students Travel Network Characteristics Of Consumer Behavior And Its Influencing Factors

With the advent of the network era, tourists'consumption environment has changed. The network provides the tourism consumer with material and technical conditions which fully meet individual needs. In addition, the network has continuously changed the pattern of tourism consumption and ultimatedly, the traditional pattern of tourism consumption has transformed into a new pattern——tourism network consumption. Based theoretically on the tourism consumption behavior and network purchase behavior, combined with the questionnaire and software data analysis, this thesis qualitatively and quantitatively analysises the behavioural characteristics and the affecting factors of the tourism network consumption of collage students in Nanjing. Moreover, nine advice on network marketing will be given based on the research results.Firstly, this thesis defines the tourism network consumption behavior by analyzing some relevant theories and preliminarily sums up the internal and external factors affecting the tourism network consumption behavior; secondly, I statistically analyze the questionnaire on the tourism network consumption behavior of college students by using Excel, from which I find out six characteristics of tourism network consumption behavior of college students in Nanjing as following:(1) It is generally believed that tourism network consumption is an important way of tourism consumption and people have a keen interest in leaning; (2) Tourists choose network consumption due to its rapidity and convenience; (3) The two most important factors affecting the purchasing strategy are consumer evaluation and payment security; (4) High levels of tourism network information consumption of University students in Nanjing, tourism network purchase level is medium (5) The tour website's login frequency, the degree of satisfaction of the transaction and the repeat purchase rate are low. Then, according to the behavioral characteristics of tourism network consumption of college students in Nanjing and the existing affecting factors, I find out eight factors affecting tourism network consumption of college students in Nanjing, which are motivation, attitude, the degree of satisfaction, price, brand, reputation on the internet, payment security and tour websites. At last, according to the research results of this thesis, people working on tourism network marketing should build websites which are suitable for tourists to consume online. They should at first know the nature of the website, establish good relationship with consumers, make plan in accordance with the target market and combine globalization and localization well. They also should introduce new marketing concept and innovation during its development in order to set up professional tour websites with high quality.