Research On Higher Vocational College Students’ Tourism Behavior And Its Influencing Factors

Tourism has developed very fast in recent years, and has become a popular activity. College students have also become an important force in China’s tourism market. As a kind of college students, the number of students in higher vocational colleges is increasing fast and they have become a very important part of the Students tourism market. These students have their own characteristics and their behavior may be different with undergraduate student. Though many scholars have studied college students’ travel behavior, they seldom pay attention to students in higher vocational colleges; certainly, tourism enterprises seldom attach importance to this group. Using SPSS statistic software, this paper analyzed higher vocational college students’ travel behavior and its influencing factors to guide the development of this immense market and help tourism enterprises explore new source market and improve its profitability in the fierce competition. This paper used kinds of analysis methods, such as correlation analysis, factor analysis, and regression analysis. The results show that:1. Higher vocational college students held a positive attitude to tourism; mainly through the Internet, friends and relatives and other ways to get travel information and more rely on the introduction of friends and family. Their travel motivations are diverse, and their travel preferences and actual travel behavior is not always consistent.2. Higher vocational college students’ tourism consumer behavior matched with their limited economic capabilities and their special physiological, psychological characters. Economic factor is the first consideration when they consume. Organization, partner selection and traveling time choices coincide with their characters such as loving freedom, afraid of being lonely and having plenty of time. Overall, their tourism destination choices are in line with the distance attenuation law.3. As to higher vocational college students’ satisfaction with different aspect’s service quality when traveling, the scenic ranks highest, while transport, accommodation ranks lowest. As to the satisfaction with price evaluation, transport, accommodation ranks highest, while tour guide and scenic ranks lowest. Their evaluation of the quality and price of different tourism aspects affect each other. Their travel experiences not only affect other people’s decision around them, but also their subsequent travel decision in the future.4. Higher vocational college students’ decision before traveling not only affected by travel motivations, attitudes, preferences and other psychological factors, but also affected by the realistic conditions, destination’s conditions, brand, and the individual and other factors. Their consumption behavior when traveling mainly affected by seven factors: monthly living expenses, prices of tourist attractions, tourist attitude of emotional, distance of the tourist, the grasp of tourist information, tourism attitude of willingness and time needed to travel. Among the seven factors, monthly living expenses and tourist attractions prices affect both higher vocational college students’ travel times in a year, days stayed in destination and average daily spending on traveling. We also found that the monthly living expenses are the most significant factors of higher vocational college students’ tourism consumer behavior.