人文社科毕业论文-大学生旅游行为研究及旅游市场开发初探.docVIP

大学生旅游行为研究及旅游市场开发初探 摘 要 大学生旅游群体因其庞大的规模、突出的青春活力及对其他旅游消费群体的巨大影响而成为一个很具潜力的客源市场，大学生旅游市场正成为旅游业发展的一个新亮点。 本论文以旅游者行为学和旅游经济学的理论为基石，结合消费者心理学和市场营销学相关知识，以攀枝花学院在校大学生为研究对象，运用科学方法对攀枝花市在校大学生的旅游行为抽样调查，研究攀枝花市在校大学生旅游行为的特点和一般规律。基于对攀枝花学院在校大学生旅游行为的调查问卷的统计分析，结合当前大学生旅游市场的研究情况，对大学生旅游市场开发提出了建议和对策。 本论文的研究成果将为旅游客源市场细分、旅游新产品开发以及满足在校大学生旅游需求和引导大学生旅游行为等方面提供科学依据；对旅游经营企业准确制订目标营销策略，有效引导旅游需求、开拓新的旅游客源市场，将有一定的指导意义。同时对其他地区的高校大学生以及类似青年消费群体的旅游行为分析提供借鉴，并为相应的旅游市场开发提供一定的参考价值。 关键词 大学生，旅游行为，旅游市场，发展对策 ABSTRACT College undergraduates’ tourism market has become a focus for its huge population, the prominent youth vigor and force of impacting on other tour groups in the tourism industry. The paper focuses on the research college undergraduates’ behavior oriented to the Panzhihua university in Panzhihua. Based on travel behavior and travel economy, an empirical study has been done on the travel behavior characteristics and rules of the undergraduates in Panzhihua city by means of statistics analysis, which have been interpreted in combination with the consumer psychology and marketing. Finally, based on the statistics from the sample investigation into the college undergraduates’ tourism intention in Panzhihua, and combined with the current undergraduates of tourism market research, some useful suggestions and countermeasures are advanced to help to develop the tourism market of the undergraduates. The results of the paper will provide scientific guide in the tour market segmentation, tourism product development and how to satisfy the undergraduates tour demand and how to give directions to undergraduates tour behavior. What’s more, for the tour enterprises, it will be a guide in constituting marketing strategies, leading tour demand effectively and developing new tourism market. At the mean time, it can be further expanded to research undergraduate group behavior in other areas as well as the similar youth tour behavioral analysis, and helps to the corresponding tour market development. Keywords undergraduates