市场营销-大学生旅游消费行为研究——以广东药科大学中山校区为例论文.doc

大学生旅游消费行为研究——以广东药科大学中山校区为例 【摘要】根据马斯洛的需求理论知道，人的生理需求达成后就会追逐更高层次的需求。大学生整体素质水平较高，追求丰富多彩的生活，注重精神层面的愉悦，对未知的事物充满好奇。因此旅游成了大学生拓宽视野、体验各地民风民俗的一个重要方式。现阶段，大学生市场有很大的发展潜力，已成为我国旅游行业举足轻重的细分市场。但是大学生与一般旅游者的消费观念有所不同，所以应当将其与普通旅游者区分开来独立研究。 鉴于此，本文在前人研究的基础上选取在广东药科大学中山校区就读的大学生为调查样本，运用SPSS19.0软件的描述统计及方差分析方法处理数据，分析大学生对于旅游的态度、动机和偏好以及旅游决策行为，找出影响大学生旅游消费行为的因素。结果表明，旅游资金、旅游天数、旅游态度都影响着大学生的旅游消费行为。其中影响最大的因素是旅游资金。最后，从不同角度提出建议，希望能对大学生旅游市场的发展有所帮助。 【关键词】大学生；旅游消费行为；影响因素 A study on College Students tourism consumption behavior--Taking Zhongshan campus of Guangdong Pharmaceutical University as an example [Abstract] According to Maslow ’s theory of needs, people ’s physiological needs will be chased after a higher level of demand. The overall quality of college students is high, pursuing a colorful life, focusing on spiritual pleasure, and full of curiosity about unknown things. Therefore, tourism has become an important way for college students to broaden their horizons and experience the folk customs of various places. At this stage, the college student market has great potential for development, and has become a pivotal market segment in Chinas tourism industry. However, college students have different consumption concepts from ordinary tourists, so they should be studied separately from ordinary tourists. In view of this, on the basis of previous studies, this paper selects college students who are studying in the Zhongshan Campus of Guangdong Pharmaceutical University as a survey sample, and uses SPSS19.0 software to describe data and analysis of variance to process the data and analyze college students attitudes, motivations and preferences and tourism decision-making behaviors to identify factors that affect college students ’tourism consumption behaviors. The results show that tourism funds, tourism days, and tourism attitude all affect college students tourism consumption behavior. The most influential factor is tourism funds. Finally, I put forward suggestions from different angles, hoping to help