This paper discusses the characteristics of consumer behavior in the tourism service market.

As one of the fastest-growing service industries in the world, tourism has attracted more and more attention. With the reform of the national education system, the number of college students has increased rapidly. As a group with the most active thoughts and the strongest ability to accept new things, college students have become a team that cannot be ignored in the tourism army, and tourism has also become the first choice for college students' spare time life. How to grasp the motivation and characteristics of college students' tourism behavior is of great significance for developing college students' tourism market. This is the focus of this article. Based on college students' special tourism motives, characteristics and preferences, this paper analyzes the tourism consumption behavior of college students in China, and then makes a preliminary exploration of the domestic college students' tourism market. Keywords: college students' tourism; Tourism consumption behavior; tourism

With the rapid development of tourism in China, college students have gradually become an important part of tourism consumption in China. According to relevant statistics, 46.5% of college students travel with classmates or friends during holidays, and 12.3% of students travel with their families during winter holidays. However, due to the special psychological, physiological and economic characteristics of college students, their tourism consumption behavior presents completely different characteristics from other groups. Through the analysis of college students' tourism consumption behavior, we can understand the characteristics of college students' tourism consumption behavior, so as to correctly guide and develop the college students' tourism market and promote the development of tourism.