A Case Study of College Students' Holiday Travel

1, tourism is a comprehensive industry, and consumers are highly dependent on information, especially college students, a special consumer group.

People pay more attention to the information of tourist destinations. The survey results show that the main channels for college students to obtain tourist destination information are online inquiry, friends and classmates' recommendation, TV newspapers and travel agency leaflets, accounting for 44%, 365, 438+0%, 65, 438+04% and 6% respectively.

、5%。

2. As a special group, college students have the characteristics of fixed age level, high knowledge level and weak economic endurance, which have a special psychological effect on college students and led to their unique tourism behavior.

1) Personal economic conditions are the most important factors affecting college students' travel.

2) Price factors of tourism services and products.

3. In the investigation, it is found that college students' travel motivation is mainly entertainment. Seeking knowledge, relaxing stress, entertainment, emotion, practice and obtaining information.

4, 5, 6, 7, if you can find it, you won't reply.

8. Market segmentation is conducive to identifying and opening up the tourism market, developing new tourism products and opening up new tourism markets; Conducive to the targeted formulation and adjustment of tourism marketing mix strategy; It is beneficial for tourism enterprises to optimize resource allocation and achieve good economic benefits.

9. Optimize product structure and design differentiated products. In order to occupy a place in the tourism market, it is not enough to rely on the single product design based on tourism in the past. Tourism enterprises should produce a variety of products at the same time and form their own rich product system to meet the different needs of different groups of people. Therefore, optimizing product structure and designing characteristic products has become a decision that modern tourism marketers should attach importance to. Of course, product design should not be combined at will. We should consider the demand of tourism consumers, the production capacity of tourism enterprises, the target market of tourism enterprises, the situation of competitive enterprises and other factors. At the same time, we should pay attention to the breadth, depth and relevance of product portfolio, and track and feedback when products are put on the market. According to the three indicators of product sales rate, market share and enterprise profit rate, products are constantly revised and improved.

10, through the implementation of the new 4P combination strategy, travel agencies can achieve differentiated operation with other travel agencies, get rid of the current situation of relying solely on price competition, gain the competitive advantage of enterprises through differentiation, and achieve a win-win situation for enterprises and consumers by fully meeting the diversified needs of tourists, thus finding a way out for the sustained, stable and healthy development of travel agencies. Starting from the reality of business operation and based on the existing marketing theory and competition theory, this paper tries to make the viewpoints expounded in this paper have certain theoretical basis and practical operability, and provide some reference for travel agency enterprises in the period of industry integration.