Research On The Characteristics Of Postgraduate Tourism Behavior In Shandong Province

In recent years,tourism has become a popular activity.With the increasing number of college students,college students have become an important part of tourist market.The group of college students is mainly composed of undergraduate students,college students and graduate students.Graduate students are a special group;they are different from undergraduates and junior college students;there are also some differences in the characteristics of tourism behavior.By the end of 2015,the number of graduate students in our country has reached 1 million 911 thousand,the number of Shandong Province is about 87 thousand.Through the study of graduate students in Shandong Province,to analyze the segment market of graduate students,to help the tourism enterprises find new market opportunities,to provide the basis for the development of tourism resources and contribute to the development of tourism in Shandong.In this paper,the questionnaire is the main research method,through the sample survey,collected the data of the tourism behavior characteristics of the postgraduates in Shandong Province.Based on the methods of correlation analysis and contribution rate analysis,this paper makes an analysis of the characteristics of the tourism behavior of Postgraduates in Shandong province.Shandong Province graduate students demonstrated a positive,strong desire to travel;Shandong Province graduate students prefer landscapes and sightseeing tourism projects;most of Shandong Province graduate students travel to play and have fun;Shandong Province graduate students prefer other cities in Shandong Province as their tourist destination,prefer to travel in summer holiday and minor vacation;Shandong Province graduate students prefer to choose high-quality and low-price tourism products;in the process of tourism decision-making,Shandong Province graduate students prefer to get information through the network.There are some differences in the characteristics of tourism behavior among the Shandong Province graduate students of different genders,subjects and grades,and the difference of the tourism behavior characteristics between the graduate students and doctoral students is the most obvious.Through the study of Shandong Province graduate students' tourism behavior,this paper puts forward some feasible marketing strategies,such as the development of the characteristic tourism products,the online marketing model,the innovation of tourism groups,the improvement of tourism satisfaction,etc..Graduate students in the proportion of the total population are increasing.Through the research on the tourism behavior of the graduate students in Shandong Province,we can providesome references and suggestions for the development of the tourism market of the high-level people in the future society.