Study On Independent Travel’s Behavior

With the change of global tourism developing from mass tourism to new tourism, college students’ tourism grow rapidly and contradiction of college students’ travel, it is the background of this study. Taking Fuzhou college students as a case, through the questionnaire survey and interview method to know Fuzhou college students’independent basic situation; At the same time, through the qualitative and quantitative research methods, and use of statistical software SPSS17.0and EXCEL to analyze the data.Through the principal component analysis, it conclude six main independent tourism motivations of Fuzhou college students:social practice motivation, convenient travel motivation, emotion communication motivation, self-fulfillment motivation, aesthetic knowledge motive, relax leisure motivation. Based on the weight analysis again, the greatest impact on college students’ travel is four motivations:social practice motivation, convenient travel motivation, emotion communication motivation, self-fulfillment motivation.In addition, through the investigation analysis of Fuzhou college students’ independent participation, access to information channels and the most concerned information, traffic tools selection, accommodation mode selection, independent activities properties and types of choice and the most desirable places in province and domestic of college students, we know the general features of Fuzhou college students’tourism’s behavior.Finally, using interview method we know that after independent travel about80.26%of college students will choose independent travel next time,19.74%of college students will no longer choose travel. This paper more concerned about this part college students who no longer choose independent travel mode, and pay more attention to the reasons of this phenomenon, in order to find out the root of the problem and solve the problem, so provide meaningful advice for college students independent travel market better development.