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. Pay attention to price and economy, and pay more attention to travel 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 choice of tourist destination is mainly short-term, neighboring areas and natural scenery.

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 universities in Beijing shows that most college students choose to travel for 2-4 days, accounting for 74.7% of the total [2]. Because college students have little life experience and are novel about things other than school and family, they choose natural scenery destinations that are in great contrast with their daily lives [1].

3. Self-organizing is the main mode of travel.

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. Relevant surveys have also confirmed that college students like to travel together when traveling abroad, with 2-7 people in the majority, reaching 74%, and the gender composition is overwhelming [2].

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. According to a special sample survey conducted by China Tourism News on Beijing universities, the most worrying issues for college students are: safety (40.1%); The problem of buying a bus ticket (34.9%); Accommodation problem (26.6%); Health problems (9.5%)[2]. Girls, in particular, as one of the vulnerable groups, pay more attention to security and other issues. These concerns are also one of the reasons why many college students have the motivation to travel but find it difficult to make it. On the contrary, if tourism enterprises can solve these problems, college students will be more dependent on tourism enterprises.

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

College students' tourism market is mainly concentrated in colleges and universities. 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.