Analysis On The Current Situation Of College Students’ Tourism Consumption Behavior

Nowadays,people are under great pressure to work and live.More and more people choose to travel as a major way to relax.At the same time,it is also a kind of personal spiritual pursuit and cultural enjoyment.Contemporary college students,with a high level of cultural quality,enjoy the pursuit of spiritual enjoyment,are full of expectation for their future life,and everything is attractive to them.Therefore,tourism has become an important way for college students to broaden their horizon,enrich their knowledge and understand local customs.In addition to learning knowledge on campus,college students can also supplement their academic knowledge through tourism.At this stage,college students have become an important market segment of China’s tourism market,which has great market potential.In this paper,the essence of Maslow’s hierarchy theory,consumer behavior theory and planned behavior theory is used to extract three influencing factors: pre-trip travel decision-making,perception of tourism destination and tourism motivation,and build the model of influencing factors of college students’ tourism consumption behavior.In this way,the questionnaire is designed and the college students in Shijiazhuang city are surveyed.Then,the data used in the questionnaire were used to describe the statistical methods,and analyzed the sample distribution characteristics,the tourism attitude comparison of different demographic variables,and the current college students’ tourism situation.Through the difference analysis,the tourism consumption behaviors of different variables were analyzed.The decision tree CART algorithm in the Clementine was used to analyze the indicators that influence the tourism consumption behavior of college students,to find out the relative important aspects,and then to find out the influencing factors of college students’ tourism consumption behavior.It was found that the influence factor of college students’ tourist consumption behavior had a monthly cost of live,native place,education level,professional nature,number of trips,accommodation,getaway mode,travel cost,and tourism attitude.The most influential factor is the monthly living expenses.In the end,the author put forward some suggestions on the development of the tourism consumption market of college students: first,the tourism administration should strengthen macro-control.Second,tourism enterprises improve service level and improve service quality.Third,colleges should make correct guidance to students.