Research On The Market Characteristics And Product Development Strategies Of Nanjing Elementary And Middle School Students’ Research And Study Travel

Study tourism,as a new-style tour product and consumption hot spot,has become the "standard matching" of the post-70’s and post-80’s rigid demand,and is paid more and more attention by domestic and international scholars.but there are less research on study tour and middle school students in Nanjing.Therefore,it is particularly important to study the features and product development of study tourism market in Nanjing.Based on Tao Xingzhi’s life education theory,Motivation theory,Plan behavior theory,Angpu product development theory and empirical research,the parents and high middle school students was taken and the qualitative analysis and reliability analysis are adopted.,validity analysis,descriptive statistical analysis.The main results are as follows:(1)Nanjing has rich research resources and great market potential.However,there is a lack of single-product,high-quality research travel talents,unclear product main body,lack of features and depth of products,and low student participation.The products should focus on the combination of travel and study,focusing on cultural experience,leisure and vacation,and science and education.(2)In terms of motivation for studying travel,the main motives of parents of primary and secondary school students are "growth of humanities knowledge",strengthening communication with teachers and classmates",and "tempering will",but there are differences in "cultivating sentiment" and "happy enjoyment";high school The main motivation for students is to "alleviate the pressure of learning,"understand different new things",and "experience different life scenarios",but there are differences in "tempting the will" and "knowing new friends." Cognition,emotion,and socialism are generated.The three main motivational factors of the study travel behavior are the contribution of the cognitive needs and emotional needs of the parents’ travel motivation.The high school students’ research travel motivation contributes a lot to the cognitive needs.(3)In respect of influencing factors,"Destination image","Security factor","Economic factor","Media propaganda","Interpersonal influence and personal interest" are main influencing factors,of which "Destination image" is the most important factors are followed by "Security factors","Economic factors","Interpersonal influences and personal interests",and "Media publicity".In the"Destination image" factors,"Strong historical culture","Special scenic spots" and"Perfect tourism infrastructure" are the main "pull" forces;In the "Security factors","Social security" and "Consumption fraud”has the greatest impact on the choice of study tourism,and has a negative effect.(4)In terms of product development,based on the motivation and influencing factors of research travel demand,combined with the status quo of Nanjing University’s research travel resources,the paper proposes a "leisure vacation theme tour-taste of landscape Jinling,Make you feel happy" and "Beautiful country theme tou",Experience rural culture,Contribute to rural revitalization,"Cultural experience theme tour-cross the ancient capital of the Six Dynasties,explore the history and culture"," Cultural Expo science and education theme tour-search for Jiangnan famous school,Performance great Exhibition","Red Revolution theme tour"Inheriting the spirit of revolution,building the backbone of China,the five major research travel themes,and proposed product development strategies from the aspects of product design,talent construction,laws and regulations,and information construction.