Students' Tourism Consumption Factors

Tourism activities is a kind of high-level consuming way, a new carrier of the spiritual pursuit and cultural enjoyment. College students is a well-educated group of people with knowledge, high standard, high-level spiritual pursuit.Their heart are full of expectations and enthusiasm for life, they are fascinated by every beautiful thing,they love every inch of our motherland and every single custom. Therefore, traveling around became a good way for them to enrich their life experiences, understand more about the whole society, expand their horizons. In the meantime, traveling has also become an important supplement for their knowledge structure besides academic education College students has gradually become an important tourism market segments with great potential for development.This paper is intended to research and analyze the consuming behaviors of college students in Changsha according to the essence of Maslow’s need hierarchy theory、Consumer behavior theory、the theory of planned behavior.We selected these involved factors:the decision before traveling,the awareness of the destination, and traveling motivation.We builded the model of influencing factors and submitted our assumptions.Students from more than10colleges in Changsha were involved in this survey.We did SPSS analysis for the data and tested our assumptions.It turns out that the factor differed from different people,but the three factors I mentioned are all important factor for the decision.Finally, the tourism administration department,tourism enterprises, universities gave recommendations about tourism consuming market of college students:macro-control about college-student tourism consuming market from administrative departments, service improving from tourism enterprises, the correct guidance from the college.