Study On Tourism Consumption Behavior Of College Students In Xuchang City

In recent years,tourism has become one of the fastest growing industry in China,as a result of college expansion at the same time,makes the students groups gradually become an important part of tourist groups,the college students,they are full of curiosity and thirst for knowledge.Therefore,this paper makes research and analysis on tourism consumption behavior and its influencing factors of college students.Based on the current university students’ tourist consumption behavior,on the basis of the relevant theoretical research,this paper makes research from these 5 aspects as follow,the tourism motivation,tourism preference,tourism consumption behavior patterns,mental perception and tourism consumption level,at the same time,uses the SPSS19.0 factor analysis of survey data regression analysis and single factor variance analysis,the empirical results show that the travel based on loosen body and mind,enhance feelings,motives to travel with friends and family,have a significant positive effect on on its tourism consumption level;College students’ tourism behavior patterns,such as the source and structure of tourism consumption,The specific source of tourism expenditure the structure of tourism consumption and the psychological perception of the restriction of tourism consumption have a significant positive effect on the level of tourism consumption;There are significant differences from college students of different genders,that is,compared with female students,male students are more likely to explore and seek knowledge through tourism,spend more on tourism,and less affected by the influence of relatives and friends.Senior college students spend more on travel than junior college students.Finally,combining the empirical analysis results,this paper provides some suggestions for tourism enterprises to develop college students’ tourism market,on the one hand,base on the STP theory to develop tourism marketing strategy,on the other hand,from the aspects such as product,price,channel and promotion,to provide countermeasures for college students’ tourist marketing strategies,the conclusion of this paper can help tourism enterprises to develop college students’ tourist market,and obtain the competitive advantage and market share,at the same time help tourism enterprises continuously optimizing college students’ tourism products and services,promote the development of college students’ tourism consumption market remains robust.