College students' tourism consumption psychology

College students' tourism consumption psychology

Consumer behavior refers to all kinds of behaviors taken by consumers to obtain, use and dispose of consumer goods and the corresponding decision-making process before these behaviors. According to the definition of American Market Research Institute (AMA), what is consumer behavior? The dynamic interaction among emotion, cognition, behavior and environmental factors is the behavioral basis for human beings to perform exchange functions in life? . Consumer psychology refers to a series of psychological activities of consumers in the whole process of purchasing behavior, which is a comprehensive response of consumers to objective consumers and their own subjective consumption needs. As a group with the most active thoughts and the strongest ability to accept new things, the dynamic interaction between college students' consumption behavior, consumption level behavior and environmental factors is the behavioral basis for human beings to perform exchange functions in life? . Consumer psychology refers to a series of psychological activities of consumers in the whole process of purchasing behavior, which is a comprehensive response of consumers to objective consumers and their own subjective consumption needs. It reflects the changes and characteristics of society in different periods and also reflects the influence of society on college students. In recent years, there have been many new characteristics in college students' consumption behavior. Influenced by education level, special campus environment and age characteristics, college students have special psychological, physiological and economic characteristics, and their psychology towards tourism is very different from other social groups. College students have become a special consumer group in society.

First, the psychological characteristics of college students' tourism consumption

College students' consumption is epochal and advanced. Social culture determines social psychology. University is the concentrated expression of culture, and it is often the gathering place and diffusion place of culture. The characteristics of university campus culture are open and advanced, which leads young college students to get in touch with western culture more and faster, and makes contemporary college students surpass ordinary social members in thinking characteristics, value choice, behavior tendency and lifestyle. Cultural and recreational consumption, developmental consumption and intellectual consumption are important consumption contents of college students, and they are obviously ahead in this respect, and their consumption expenditure accounts for a larger proportion than other social groups.

In terms of travel expenses, college students are not affected by grade and gender, and have a similar consumption structure as a whole: most of the planned expenses for a trip are around 100 ~ 500 yuan, and nearly half of the students choose the accommodation fee of 40 ~ 70 (RMB/person/day). Generally speaking, the general requirements of college students for consumption reflect the principle of thrift, which shows that modern college students have maintained the fine tradition of thrift. When college students go out shopping, their behavior characteristics are quite special, which are embodied in the following aspects:

(A) goods should have emotional connotation. College students go shopping mainly to commemorate and bring some small gifts back as souvenirs for relatives and friends, so the goods they buy should have local characteristics. As college students, their purchase not only stays at the material level, but also reflects on culture and taste.

(2) Pay attention when shopping? Honesty? Service. What will they get from a good service attitude and business style? Favorite son of heaven? Sense of superiority, re-understanding, self-orientation, and experience the sense of accomplishment as a scholar of the times.

(3) Impulsive and rational when shopping. Because college students' values and consumption concepts are not fully mature, their shopping experience is not rich enough, and they are innovative and beautiful, they are easily influenced by the external environment when purchasing goods. In addition, college students' consumption is rational. Most students come from rural areas and ordinary working families, and their parents have limited supply. Therefore, they must arrange their income and expenditure in a planned way, seek the maximum purchase benefit under the constraint of limited economic conditions, and meet the individual needs to the maximum extent.

(4) The purchased goods should be practical and the styles should conform to the characteristics of their age groups. Due to the limitation of income and the maturity of consumption concept, college students pay more attention to the practicality and economy of goods when buying them, hoping that the goods have higher quality and practicality and pursue economic benefits, good quality and low price.

The special campus environment makes college students a special consumer group in society. College students have different consumption needs and psychology from other consumers. College students' tourism market is a special market segment in the tourism market, which has obvious characteristics of consumer groups and shows characteristics different from other markets:

1. Pay attention to price and economy, and pay more attention to travel experience.

Because most of college students' living expenses come from their parents, they have little disposable funds and belong to non-strong consumer groups. Therefore, they are more sensitive to price, have low material requirements during their travel, and stress economic benefits. In addition, college students have lived in school for a long time, are curious about the outside world and have a strong psychology of seeking new things, so they pay more attention to their own experiences and feelings during their travels.

2. College students have enough free time.

As far as the current time arrangement of college students is concerned, they may have more leisure time than ordinary people, and have fixed winter and summer vacations, which is a necessary objective condition for college students to travel, which also makes the college student market a very potential market.

3. Willing to accept new things

Tourism itself, tourists generally need to have psychological characteristics such as curiosity, relaxation, leisure and willingness to accept new things. As the most dynamic group, college students have much stronger ability and desire to accept new things than ordinary people, which is the characteristic of college students' tourism market.

4. Travel concerns are more.

College students have a strong desire to travel, but they are more worried about travel because they have lived in school and family for a long time, lacking travel experience and weak social practice ability. Girls, in particular, as one of the vulnerable groups, pay more attention to security and other issues.

5. College students' conformity psychology is remarkable, and information is transmitted quickly.

As a concentrated tourism group, college students' tourism decisions are easily influenced by classmates or friends. Coupled with the asymmetry of tourism information and other reasons, college students often have insufficient preparation in the early stage, unstable emotions, easy fluctuations, and obvious conformity psychology; At the same time, because the market is relatively concentrated, the contact between groups is extensive, and tourism information is transmitted quickly.

6. College students' spending power has improved.

Nowadays, the consumption level of college students is increasing from buying mp3 and mp4 to digital cameras and laptops, which shows that most college students still have the ability to travel, and the key is how to attract them.

College students usually choose cheaper routes when choosing tourist routes, and the requirements for tourist services are not very high. So don't be too verbose about explanation and meticulous service. A little reminder will satisfy them. The most important thing is that you can put it away freely. College students are naturally active. If you restrict your travel behavior too much, it will be counterproductive. Just remind them at the right time. Most people think that we must tell each other frankly in tourism services, so we must treat college students as a special tourist group sincerely and don't change the original tourist routes. If we treat the special group of college students correctly, it will create free advertisements for tourism enterprises. College students have classmates all over the country. With the help of online publicity, word-of-mouth effect is very good. If college students feel good about where they are going, they will tell themselves that all their friends are the majority, and they share little with others on the Internet and are alone. It is conceivable that the publicity of college students is very strong. On the contrary, if they think something is bad, they will definitely promote it in the same way, such super traffic? Isn't billboard the best choice for tourism enterprises? Moreover, college students will not be college students forever. After four years, or even longer, they will become a huge local customer base. In the long run, whether we can do a good job in college students' tourism service is also related to the long-term development of tourism in the future.

Fourthly, the marketing strategy of college students' tourism market.

(1). Analysis of Tourism Products of Existing Tourism Enterprises

1 The tourism product line is single, lacking in innovation and attractiveness.

The tourist products that college students see every year are those routes, which are not fresh. Moreover, the tourism products of various tourism enterprises about college students are similar, without their own characteristics, which cannot attract the attention of college students.

2 in terms of cost

Because college students have no financial resources and are extremely sensitive to price, the price of tourism products must be moderate, and the price is too high for college students to accept. Although the fees charged by travel agencies for students are not very high, students think it will be more cost-effective to go by themselves. Therefore, when conducting publicity, we must make it clear where the expenses are spent, so that students can feel that they are worth the money.

Three security issues

At present, when promoting their own tourism products, tourism enterprises only emphasize the price of tourism routes and tourism products, while ignoring the safety problems in the tourism process. However, in the actual travel process, this is a problem that cannot be ignored. If safety cannot be ensured, students will not travel easily.

(2). Marketing strategy of college students' tourism market

1 Strengthen the overall publicity of tourism, and let college students know more about tourism.

Tourism enterprises should seize the opportunity to do some soft advertisements among college students, such as making animated documentaries or courseware of vivid tourist routes and attractions in the form of special lectures and using modern multimedia technology, and show them vividly to college students to introduce specific sales and service contents to them.

2. Highlight the characteristics of travel agencies

College students are curious, innovative and adventurous, and like distinctive things. A tourism enterprise should have its own uniqueness, so as to attract more student tourists. For example, good service,

Let everyone feel at home during the trip, and let passengers feel comfortable and at ease. For example, the novelty and variety of routes can arouse tourists' freshness and novelty, or the tourism products are economical and affordable, which makes tourists feel value for money.

3 launch a special tourist line tailored for college students.

To develop college students' tourism products, it is necessary to launch an economical and innovative tourism product portfolio according to the special characteristics and hobbies of college students' tourism consumption behavior. For example, it is very attractive for college students who have lived on campus for a long time to develop a one-day tour of suburban cities that integrates leisure, entertainment and experience.

4. Construct the tourism network of colleges and universities and conduct dynamic network marketing.

In view of college students' preference and freshness for the Internet, we can launch online marketing activities with the theme of fashion tourism or outdoor sports in different periods, and give appropriate discounts to students who register online and actually participate.

5 in the peak period of students' travel, increase sales promotion.

Because college students' leisure time is relatively clear, generally concentrated in weekends, legal holidays and winter and summer vacations, travel agencies can launch some promotional activities according to students' time to improve the rate of college students' travel and increase the number of tourists, thus creating conditions for the long-term development of travel agencies.

Design tourism products with different themes for college students of different grades.

Freshmen are generally new to the city where the school is located. Travel agencies can organize a one-day tour of Zhengzhou to help them understand Zhengzhou. Sophomore and junior students are relatively less interested in the location of the school, so they can organize tours in other cities in the province, such as Luoyang, Kaifeng and Xinxiang. Senior students are facing graduation, and travel agencies can organize graduation trips or career trips with the theme of inspecting enterprises for them. Targeted tourism products can broaden the market to the greatest extent.

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