Research On Marketing Strategy Of Chongqing Theme Park College Students Based On Tourism Behavior

In recent years,with the outbreak of App,such as the Tik Tok and Xiaohong Book,which are popular among young people,the number of tourists and the comprehensive income of tourism in Chongqing has increased by two digits.The speed of tourism development has led the whole country,but the huge number of Chongqing students’ tourism market has been in "sub-health" state.In the highly competitive tourism market,theme parks have always been favored by young people.Although there are many theme parks in Chongqing,the development situation is not optimistic.There are many problems,such as the same theme,lack of cultural connotation,product development and marketing disjointed,lack of brand effect,etc.in addition to the fierce market competition,some theme parks have low efficiency and even appear business crisis.In order to solve the problems of College Students’ tourism market in Chongqing theme park,it is the key to deeply understand the characteristics of College Students’ tourism behavior.Through the analysis of College Students’ tourism decision-making behavior,tourism travel behavior and tourism consumption behavior,it provides a reference for the product strategy,price strategy,channel strategy and promotion strategy of College Students’ marketing in Chongqing theme park.Based on the theory of consumer behavior,tourism experience and tourism marketing,this study designed the questionnaire of College Students’ tourism behavior through literature review,interview survey and expert opinion,and analyzed the characteristics of College Students’ behavior in Chongqing theme park,and obtained the following results:(1)College students mainly obtain information about the theme park from their mobile phones and friends.The main motivation for playing in the theme park is to have fun,relieve pressure and broaden their horizons.The main factors for choosing the theme park are the price,amusement facilities and theme types,and they especially prefer the ocean type and amusement type theme park,which also have a good feeling for the culture and art type theme park,Have a certain sense of tourism brand.(2)College students usually choose to take light rail or bus to the theme park for about one day with friends,family,relatives,lovers and classmates on weekends,winter and summer holidays and small and long holidays.(3)Half of college students spend less than 200 yuan in a single time,mainly for tickets,accommodation,catering and entertainment,especially for challenging and fresh entertainment projects and performance programs;the per capita cost of catering is less than 40 yuan,especially for affordable,clean and hygienic food;overnight college students like to stay in economic hotels,hotels and inns,spending more Below 200 yuan;the shopping consumption is concentrated in handicrafts,accessories and local specialties.(4)Chongqing’s theme park should develop sports tourism,scene exploration,camping tourism,outdoor barbecue and other tourism projects and tourism cultural and creative goods,optimize the combination of tourism projects and activities to enrich the types and connotation of theme park products.Implement the strategy of differential pricing,discount pricing and new product penetration pricing,activate College students’ market with low profits and high sales.Give full play to the function of tourism marketing information communication channel of new media.Adhere to diversified promotions such as activities,personnel,advertisements and festivals.Direct sales and distributor agent sales work together to stimulate college students’ tourism demand,guide college students’ tourism consumption behavior,and constantly expand the market.