Research On The Travel Consumption Propensity Of "Post-90s" College Students

Having a population of 1.74 hundred million,the “after-90s”is an important composition of the Chinese tourism market,this group has great consumption potential.According to the Generational Theory,the “after-90s” exposes special tourism consumption and behaviors,as they grew up in an unusual social-cultural background.However,it still needs empirical test and description in detail.The paper has three parts:Firstly,using the literature method,this paper defines and interprets the related concepts of “after-90s”,generational theory,“after-90s” tourism consumption propensity and so on,and summarizes the relevant studies of “after-90s” consumption psychology,consumption behavior and tourism consumption behavior of scholars at home and abroad,and forms the theoretical basis and research framework of this article.Secondly,on this basis,combined with Hofstede's cultural dimension model,through a large number of literature research,developed the “after-90s” tourism consumption propensity measurement scale,and through the questionnaire survey to obtain data,using quantitative analysis method to get the “after-90s”tourism consumption propensity,including rational-oriented,hedonic-oriented collective-oriented,experience-oriented and future-oriented five characteristics;further through variance analysis,the different demographic characteristics of “after-90s” in tourism consumption inclination are identified.Finally,through the literature collation at home and abroad,this paper compares and analyzes the similarities and differences of the main generations' tourism consumption behaviors in China,as well as the differences between Chinese and foreign new generation's tourism consumption.It not only expands the generational theory from the perspective of the eastern countries,but also provides the basis for the comparison of the generational differences of tourism consumption,and puts forward the marketing strategy for the tourism consumption groups of “after-90s” for reference and reference of tourism enterprises and tourist scenic spots.