消费行为学课程论文-大学生旅游消费行为探析.docVIP

2011级旅游管理专业《消费行为学》论文 大学生旅游消费行为探析 院系名称： 旅游管理 专业班级： 一班 学生姓名： 2015年 1 月 2 日 摘要 大学生旅游市场已经成为我国旅游市场中极具潜力的重要力量。随着我国高等院校不断扩大招生规模，高考年龄限制不断放宽等高等教育改革措施的实施，国内在校大学生规模不断在扩大，这同时也带动了高校学生旅游市场的迅速增长。因此，针对高校学生的旅游动机和购买特点，分析适销对路的产品特征和营销策略，不仅有利于旅游企业开发并成功运作这个市场，对我国旅游业的长远发展也有着深远的意义。本文通过对大学生旅游市场的现状、需求动机、消费行为的特征以及影响其因素的分析，对如何开发大学生旅游市场提出了几点建议。 关键词：大学生、旅游消费行为、旅游市场ABSTRACT The university students’ tourist market has become our country tourism market potential extremely important strength. With the increasing enrollment of students in institutions of higher education, the relaxing limitations on the age for the college entrance examination and so many reforms of higher education like these are put into practice, the size of the domestic college students expands continuously. It also promotes the rapid growth of the tourism market in the colleges students at the same time. Consequently, according to the tourism motives and purchase characteristics of the college students, analyzing the characteristics of marketable products and marketing strategy is not only conducive to the development of tourism enterprises and the successful operation of the market but also has far-reaching significance for a long-term development of China’s tourism industry. In this paper, based on the tourism market of college students present situation, characteristic demand motive, consumer behavior and its influence factors analysis, some suggestions on how to develop the tourism market of college students put forward. Key Words：college students tourism, tourism consumption behavior, tourism market 目 录 摘要 I ABSTRACT II 1.大学生旅游市场现状分析 1 1.1市场潜力分析 1 1.2需求分析 1 2.大学生旅游消费行为动机分析 2 2.1探索新知识心理 2 2.2充实课余生活心理 2 2.3缓解精神压力心理 2 2.4从众与顺从心理 3 3.大学生旅游消费行为特征分析 3 3.1旅游方式的多样性 3 3.2旅游行为的普遍性 3 3.3旅游消费的水平低 3 3.4旅游内容的丰富性 4 3.5旅游时间的集中性 4 4.大学生旅游消费行为影响因素分析 4 4.1大学生心理因素 4 4.2外部环境因素 5 5.大学生旅游消费行为影响因素分析 6 5.1创建大学生旅游品牌，