How to develop college students' tourism market?

College students' tourism market is a market that attracts college students for vacation and leisure by designing tourism products that meet their life and psychological characteristics. As long as tourism enterprises adopt reasonable development strategies according to the characteristics of college students' tourism market, a gushing college students' tourism boom will surely be formed, and its potential economic benefits will certainly be developed. College students' tourism market has the following advantages:

1. Tourism motivation: As a highly educated group, college students have high knowledge and all aspects of literacy, are easy to accept new things, and have strong tourism motivation. According to the survey, 8 1% of the respondents have a strong interest in tourism, 14% answered that it was unnecessary, and only 5% objected, which shows that tourism has become one of college students' favorite leisure ways.

2. Leisure time: In addition to statutory holidays, college students in China also have traditional winter and summer vacations, about 172 days, accounting for about 47% of the whole year. In addition, the education department also provides many social practice and self-study time for college students. Therefore, college students have enough time to travel and great freedom in the choice of travel time.

3. Disposable income: In the past, due to the low level of college students' tourism consumption and the low economic benefits of tourism enterprises, the college students' tourism market was ignored. Nowadays, due to the increase of family financial support, participation in work-study programs, various scholarships and other reasons, the economic situation of college students has been greatly improved, and college students have begun to have the economic conditions for traveling. According to Xinhuanet, tourism consumption has become a hot spot for college students. For example, the annual travel expenses of Wuhan University students are as high as 1000 yuan, and the lowest is about 1000 yuan.

4. Facilities: After more than 20 years of development, China's tourism industry has reached a considerable scale, which can basically meet the needs of the development of China's tourism market. Among them, youth hostels, college students' travel network and other tourism infrastructure related to the college students' travel market have begun to emerge and have been affirmed by the market. For example, 1998 After the establishment of the first youth hostel in Qixingyan Scenic Spot, Zhaoqing, Guangdong Province, more than 20 branches have been opened in Beijing, Shanghai, Dalian and other cities, initially forming a certain scale network system. All these provide a certain material basis for the development of college students' tourism market.

Feasibility of developing college students' tourism market

(A) a large number of college students, a large base

Since the reform of 1999 education system, colleges and universities all over the country have expanded their enrollment year after year, and the number of students in school-based colleges is increasing day by day. "By the end of 2003, the number of college students in China had reached 1 1086000. According to the Tenth Five-Year Plan, higher education will enter the stage of popularization in 2005, and the proportion of college-age youth will reach 15%, and will reach 20% by 20 10. College students' consumption market is huge, and it has gradually become an important position for tourism enterprises, with good prospects.

(B) College students have a strong motivation to travel

And the age of college students is generally 18-24 years old. As young people, they are eager for novelty, excitement and exploration, unwilling to stick to the rules and easy to accept new things, and tourism, as a new way of life, is more easily accepted by young people. "The university period is a transitional period for students to move from ivory towers to society. Their social experience is not rich, and they are often curious about the outside world. A survey on college students' travel shows that "when asked whether they would like to travel, 5 1.6% of the respondents answered yes, 45.2% answered that they were considering it, and only 3.2% of the respondents explicitly saidno.. This shows that college students have a very positive attitude towards tourism and a strong desire to travel. " Tourism has become one of college students' favorite leisure ways.

College students have more leisure time.

In addition to legal holidays, college students in China also have traditional winter and summer vacations, with holidays of about 172 days, accounting for about 47% of the whole year; In addition, the education department also provides many social practice and self-study time for college students. Therefore, college students have enough time to travel and great freedom in the choice of travel time.

(D) The disposable income of college students is increasing.

In the past, due to the low level of college students' tourism consumption and the low economic benefits of tourism enterprises, the college students' tourism market was ignored. Nowadays, due to the increase of family financial support, participation in work-study programs, various scholarships and other reasons, the economic situation of college students has been greatly improved, and college students have begun to have the economic conditions for traveling. According to Xinhuanet, tourism consumption has become a hot spot for college students. For example, the annual travel expenses of Wuhan University students are as high as 1000 yuan, and the lowest is about 1000 yuan.

(e) Tourism infrastructure is improving day by day.

After more than 20 years of development, China's tourism industry has reached a considerable scale, which can basically meet the needs of China's tourism market development. Among them, youth hotels, college students' travel network and other tourism infrastructure related to the college students' travel market have begun to emerge and have been affirmed by the market. All these provide a certain material basis for the development of college students' tourism market.

It can be seen that it is completely feasible to develop the college students' tourism market. As long as tourism enterprises adopt reasonable development strategies according to the characteristics of college students' tourism market, it will surely form a "blowout" college students' tourism boom, and its potential economic benefits will be stimulated to form certain scale benefits.

Second, the characteristics of college students' tourism market

College students' tourism market is a special segment of the tourism market, which has obvious characteristics of similar consumer groups, which makes it easy for enterprises to reduce development costs in the development process. But at the same time, it also has different characteristics from other tourism market segments:

(1) Attach importance to the economy and pay more attention to the tourism experience.

At present, most college students are still consumers, and individuals have little money at their disposal. They belong to non-strong consumer groups, so they are sensitive to prices, have low material requirements during travel, and pay attention to economic benefits, especially as long as they basically meet the needs of food and shelter. In addition, college students have lived in school for a long time and are curious about the outside world. They relish all kinds of experiences in tourism, so they pay more attention to the experiences and feelings in the process of tourism.

(2) The main purpose of tourism is sightseeing and leisure vacation.

Because college students are limited by economic conditions, most of the trips are short-term trips to surrounding areas. A special sample survey conducted by China Tourism News on Beijing universities shows that most college students choose to travel for 2-4 days, accounting for 74.7%. Because college students have little life experience and are curious about things outside school and family, they often choose natural scenery destinations that are in great contrast with their daily lives.

(3) Most modes of travel are self-organized.

College students have a strong sense of self and independence, and most of them don't want to be restricted by the current travel agency routes and group arrangements. Therefore, as soon as the holidays arrive, there will be various "companion" travel notices in colleges and universities. The travel agency of Wuhan University conducted a market survey of four universities, and the results showed that college students' willingness to travel was over 95%, and nearly 90% of them had travel experience. But most of them are self-help tours, and few college students take part in group tours. Relevant surveys have also confirmed that college students like to travel together when traveling in other places, with 2-7 people in the majority, reaching 74%, and the gender composition is overwhelming.

(D) 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 and other related groups. Coupled with the asymmetry of tourism information and other reasons, college students often do not have sufficient pre-preparation, their emotions are easy to fluctuate, and their conformity psychology is obvious; At the same time, due to market concentration and extensive group contact, tourism information is transmitted quickly.

(5) College students are easy to accept new products, new consumption and new lifestyles.

Their consumption psychology and habits are not stable, and their consumption demand is flexible and induced. Their perceptual consumption, individual consumption, group consumption and social entertainment tendency are obvious, and travel agencies can make full use of this to promote related products.

Thirdly, there are problems in the college students' tourism market.

Because of its great potential, the college students' tourism market has become the focus of the industry. However, after several years of research and development, the college students' tourism market has not changed significantly, but it seems to be a "chicken rib" that makes tourism enterprises sigh.

The author believes that this is mainly due to the shackles of inherent concepts, the lack of communication between travel agencies and college students, and the travel agencies cannot obtain objective economic benefits from the huge consumer group of college students. Coupled with the reasons of government and functional departments, college students can't enjoy good tourism products.

The main reasons are as follows:

(A) the promotion methods of travel agencies are not accepted by college students and lack initiative.

Many small and medium-sized travel agencies do not have enough employees and corresponding marketing networks. Most travel agencies have one staff member responsible for multiple tasks. In this case, there is simply not enough manpower to design travel routes for college students. The travel routes introduced by travel agencies to college students do not reflect the characteristics of college students. Therefore, college students' tourism is still in a stagnant stage. Developing college students' tourism market is a complicated process, which requires a lot of market investigation and analysis. The large investment in the early stage has increased the risk of travel agencies. In addition, it is difficult to design attractive lines, the profit is too thin, and it is considered thankless, so the enthusiasm for developing this field is not high.

(B) College students do not want to go with the travel agency team

There are two main reasons why college students don't want to go with the travel agency team. One is the high price, and the other is that the route doesn't meet their requirements. They pursue freedom, make public their individuality, are not satisfied with ordinary tourist attractions, and prefer to go to some "extraordinary" scenic spots with the nature of adventure, while travel agencies generally lack corresponding products. At the same time, the low level of college students' tourism consumption has also become a constraint. Therefore, they seem to prefer to organize their own trips compared with group trips that they think are not free and expensive. Their ideal way to travel is to have classmates they know, or their homes are there, so that the problems of food, shelter and safety can be solved. If students study there, it's ok. The dormitory is crowded, the canteen is "smashed" and there are free tour guides.

(C) the existence of illegal operation of small travel agencies on campus, resulting in negative impact.

There are illegal operations in small travel agencies. Contrary to the fact that regular travel agencies ignore the college student market, some small travel agencies aim at this "cake" that is not optimistic and begin to seize the student tourism market. However, during the Golden Week, there were many false advertisements in the tourist information posted on campus, which attracted students to be fooled and seriously disrupted the market. It is understood that the ultra-low quotations provided by these small travel agencies have attracted many students. Some of them are extremely streamlined in transportation and accommodation, which can really save some money, but many of them require students to pay some more fees during the tour, which is not cheap on the whole. These irregular operations make the safety and legitimate interests of college students not guaranteed. This has caused a great negative impact on college students, and the trust in travel agencies has declined.

(D) The reasons of the government and relevant functional departments

The government and relevant functional departments have misunderstood the college students' tourism market, paid insufficient attention to it, and made insufficient publicity and promotion. It is generally believed that college students are a low-consumption group, and the relevant functional departments ignore the social and ecological benefits brought by the college students' tourism market in order to pursue economic benefits unilaterally. For the sake of safety and health, government departments tend to take a conservative attitude towards student tourism, which on the one hand inhibits students' travel demand, and on the other hand makes it impossible for tourism enterprises to boldly make a student tourism market. The student tourism market has not been paid attention to and encouraged, and it lacks a relaxed development environment, which makes the student tourism market fall into a bad cycle of development. In addition, the student affairs office of colleges and universities lacks necessary guidance for college scalpers to go out, and students go out blindly.

Fourthly, measures to develop college students' tourism.

According to the characteristics and existing problems of college students' tourism market, combined with the actual situation of surrounding college students, we can make the following plans to open up the college students' tourism market.

(A) to adopt the development idea of "development focus, flexibility, small profits but quick turnover, honesty".

(1) development priorities. College students' tourism market has great potential, but we should also explore key tourism markets when developing, so as to get twice the result with half the effort. There are three key markets with the most development potential in the college students' tourism market: one is the college students' spring outing and autumn outing market. In China's colleges and universities, it has become a tradition to take classes as a unit every spring and autumn, among which freshmen are the most active, and the possibility and frequency of organizing group tours are high; Second, college students with better economic conditions. Most of them have strong tourism motivation, mature tourism conditions and large tourism consumption; Third, senior students. Senior students are more mature in thought, more independent in behavior and more inclined to travel than junior college students.

(2) flexibility. College students are active in thinking, full of energy, diversified in tourism motives and pursuing individuality, so they should be flexible in developing the college students' tourism market. First, the tourism product mix is flexible. The items of eating, living, traveling, traveling, entertainment and shopping are listed separately for college students to freely choose and combine according to their own conditions, forming short, medium and long-term package tours or package tours or even zero package tours; The second is the diversification of tourism modes. According to the different needs of college students, design a variety of alternative modes of travel, such as hiking, cycling, ships, trains and so on. , or combine them; Third, the group should be flexible. Most college students need to find like-minded traveling companions before going out, especially girls. Tourism enterprises can carry out self-organized tour groups according to their own characteristics.

(3) Small profits but quick turnover. College students' tourism market is concentrated, large-scale and price-sensitive. In order to achieve greater economic benefits, tourism enterprises must make use of their market characteristics, reduce costs, make small profits but quick turnover, and gain price advantages, so as to stimulate the market, realize scale development and achieve good economic benefits.

(4) honesty. College students are more worried about travel and more suspicious of things. In order to cultivate and establish a stable consumer group of college students, tourism enterprises must be based on honesty, create a good consumer experience for consumers, and establish an honest and credible corporate image.

(B) launch a variety of tourism products that meet the needs of college students.

It is the fundamental and effective way to develop the college students' tourism market to launch various distinctive tourism products to meet the needs of college students. According to the psychological and physiological characteristics of college students, the following tourism products deserve attention:

(1) study tour. Many college students regard leisure time as an opportunity to increase their knowledge and broaden their horizons. They often travel with a certain learning purpose. Tourism enterprises can design some study tours with strong learning objectives, which can enhance social practical experience and broaden their horizons, such as English learning summer camps, study tours in revolutionary base areas, cultural tours in ethnic minority areas and so on.

(2) Sports tourism. College students are energetic, lively and active, and most of them love sports. According to this feature, we can carry out fitness and entertainment tourism activities, such as skiing, swimming, surfing, beach volleyball and so on. These sports activities can become the selling point of sports tourism.

(3) Adventure tourism. College students pursue individuality, like originality and curiosity, and like exploration or thrilling tourism activities. Tourism enterprises can carry out adventure tourism activities such as drifting, rock climbing and exploring secrets under safe and secure conditions.

(4) Eco-tourism. College students in the new era have a strong sense of environmental protection, and many colleges and universities have also established environmental protection associations. In view of college students' attitude of advocating nature and protecting the environment, designing eco-tourism products will definitely be favored by college students.

(3) Reasonable pricing of tourism products

Due to the limited economic conditions, college students are more sensitive to prices, and the number of college students traveling is more flexible with price changes. Only reasonable pricing can stimulate more college students to travel and form a large-scale market. Reasonable pricing mainly includes:

(1) clearly marked. Clearly marked prices can make consumers feel honest and credible, and enhance the confidence of college students to travel. If all kinds of discounts are set, it will only increase their doubts about the profits of tourism enterprises and prompt them to give up the possibility of arranging travel itinerary through tourism enterprises.

(2) Set different prices according to different time and space. Tourist attractions include hot spots, warm spots and cold spots, and there are tourist peak seasons and off-seasons. Tourism enterprises should set different prices according to different travel time and space. In this way, we can use the preferential prices in off-season and cold and warm scenic spots to attract college students, make full use of tourism resources and adjust the economic income structure of tourism enterprises.

(3) Pricing according to optional tourism projects can not only reduce the intuitive price of tourism products, but also enable college students to choose tourism projects according to their own economic conditions, thus paying more attention to tourism products psychologically.

(4). Take a variety of tourism promotion methods.

College students have obvious conformity psychology and fast information transmission. In tourism promotion, tourism enterprises can take advantage of this feature and adopt some low-cost promotion methods to achieve better results.

(1) Cooperate with university associations. At present, the organizations of colleges and universities in China are very active, and many schools have set up tourism associations. Tourism enterprises can cooperate with tourism associations or other societies, go deep into the interior of college students and open up the tourism market for college students.

(2) Cultivate direct selling outlets for students. Nowadays, most college students are actively looking for part-time opportunities to exercise themselves. Tourism enterprises can hire them, especially college students majoring in tourism, as regular tourism direct sellers, and make use of their advantages of wide information and many friends to promote and sell tourism products for a long time, so as to achieve the goal of taking root in the college students' tourism market.

(3) Use the Internet to promote sales. Most college students like surfing the Internet, and the existing college students' travel network is far from meeting their various needs. Tourism enterprises should set up tourism columns on websites that college students pay more attention to, such as school websites, for college students to browse and consult relevant tourism information.

(4) Make use of leaflets, newspapers, posters and other publicity forms to promote sales in canteens, entertainment places and other places, and make use of the characteristics of concentrated tourism market for college students to achieve good publicity results.

(E)。 Face to face sales.

The college students' tourism market is different from the general tourism market. The college students' tourism market is very concentrated and has strong convergence. When choosing sales channels, tourism enterprises can avoid some intermediate sales links and adopt face-to-face direct sales, which can not only reduce costs but also provide corresponding tourism products.

I believe that through these measures, on the one hand, it can increase the interest of enterprises and travel agencies in the college students' tourism market, on the other hand, it will further stimulate college students to participate in tourism activities. It will also play an important role in the benign development of college students' tourism market in the future.

It is necessary to find a student team in the school to do publicity. As long as there are enough students in the team, the commission is in place, and the students are willing to work part-time, the publicity effect is very good. As long as they send it in a circle of friends or in a school group, they can almost achieve the effect of communication. For the students, the tourist route suggestion is the local or surrounding characteristic route of the school, which is affordable, such as drifting, exciting, fun and not expensive.

Specific suggestions:

(1) Cooperate with university associations. At present, the organizations of colleges and universities in China are very active, and many schools have set up tourism associations. Tourism enterprises can cooperate with tourism associations or other societies, go deep into the interior of college students and open up the tourism market for college students.

(2) Cultivate direct selling outlets for students. Nowadays, most college students are actively looking for part-time opportunities to exercise themselves. Tourism enterprises can hire them, especially college students majoring in tourism, as regular tourism direct sellers, and make use of their advantages of wide information and many friends to promote and sell tourism products for a long time, so as to achieve the goal of taking root in the college students' tourism market.

(3) Use the Internet to promote sales. Most college students like surfing the Internet, and the existing college students' travel network is far from meeting their various needs. Tourism enterprises should set up tourism columns on websites that college students pay more attention to, such as school websites, for college students to browse and consult relevant tourism information.

(4) Make use of leaflets, newspapers, posters and other publicity forms to promote sales in canteens, entertainment places and other places, and make use of the characteristics of concentrated tourism market for college students to achieve good publicity results.

(E)。 Face to face sales.

The college students' tourism market is different from the general tourism market. The college students' tourism market is very concentrated and has strong convergence. When choosing sales channels, tourism enterprises can avoid some intermediate sales links and adopt face-to-face direct sales, which can not only reduce costs but also provide corresponding tourism products.