Analysis of the factors that influence the tourism behavior of college students
Concentration
In tourism behavior, college students usually show relative concentration, which is manifested in the concentration of travel scale and travel time. In terms of travel scale, the proportion of multi-person self-guided tours is as high as 72.57%. The travel time of the second university student tourist group is also more concentrated on golden holidays, such as May 1st Labor Day and National Day. The survey data shows that the vast majority of respondents who chose to travel during summer vacation accounted for 71.71%, and those who chose to travel during the golden holiday also accounted for more than half, accounting for 64.29%. Since there are only two days on weekends, it is very important for travel. There is still an impact, so the number of people selected is relatively low, accounting for 37.71%. On the other hand, it is reflected in the mutual influence between groups. Some good reputation is also an influencing factor of companions' travel choices.
Uniqueness.
The factors that affect college students' travel behavior and motivation are unique, which is reflected in the requirements for the selected environment and travel products. I am more concerned about whether the products and services are in line with my own interests and preferences. That is, when they consume or travel, they are more concerned about their fit. Compared with traditional tourist groups and traditional tourism, the travel behavior of college students is more concerned with personalized services, and they like novelty and challenges. More and more tourism products under the new situation have become the favorites of university students.
Reality
Corresponding to emotionality, college student tourism pays more attention to rational choice. On the one hand, tourism products and types are becoming more and more diverse, and supporting services are also diverse, providing college students with more options for time, location, and products. The consumption consciousness of
34 college students has gradually matured. The choice will be combined with reality, and the entire travel behavior can be analyzed calmly and rationally. On the other hand, college students are more concerned about the recommendation of friends when choosing travel, focusing on word-of-mouth and real experience. In today's social Internet so developed, the data shows that 88% of the way to obtain it is the Internet, and the next one is friends. Introduction accounted for 64%. It can be seen that the proportion of college physiological travel and rational consumption is relatively high.
The rational choice also embodies the concentration and group behavior of college students' travel consumption.
Substitutability
From the analysis of the collected data, it is concluded that college students have more choices in tourism. One is because our country has a vast territory and a wide variety of natural and cultural landscapes. Regional differences are obvious.
Second, due to identity restrictions, there are more restrictive conditions than ordinary tourist groups, but college students and tourists have a richer demand preference, which is reflected in the comparative tendency of tourism products and service levels.
In short, with the development of Internet technology, there will be more and more choices for college students to travel. In a certain form, the diversity and uniqueness of college students' travel behavior are interdependent.
Emotional
From the analysis of the collected data, it is concluded that emotional factors are also attractive to college students' travel behavior choices. First of all, with the psychological soundness and physical maturity of college students, they pay more attention to emotional factors in the pursuit of tourism products and services. There will be choices that resonate with oneself and have a sense of belonging. It will be decided at the beginning of the selection. Secondly, college students are more concerned about highlighting themselves in the process of travel selection, and more concerned about how to maximize their consumption behavior. The psychology of chasing beauty and new ideas is even more obvious. Finally, tourism has become an important spiritual way for college students to express their emotions. With emotional satisfaction or loss, it will have an impact on their behavior, and more people will share the emotion of tourism.
Thinking and analysis of factors affecting college students' travel behavior According to the analysis of the collected data, 59.71% of the questionnaire respondents believe that the guidance and recognition of college students’ travel by families and schools is “general”, 7.14% of college students think that it is “not important”, and only 33.14% of college students think "More emphasis or attention"
can be inferred from the fact that the guidance and attention given to college students' travel concepts by colleges and families is insufficient. In another set of data surveyed, 91.43% of the college students in the "University Students' Attitudes Towards College Student Travel" survey believed that "college student travel is promoted", and 8.29%
believed that "university student travel is optional", and only 0.29% Of college students believe that “tourism for college students is not promoted”. Analyzing the comparative data, the group of students recognizes the tourism industry and tends to travel. In another set of data, in the "factors leading to inability to travel", insufficient travel expenses, insufficient time, and no friends in the same group accounted for more than 50%. It can be concluded that due to the lack of guidance and attention from the family, school and society, fewer services in line with the consumption of college students, the overall tourism environment is not sound, and the limitations of college students themselves, there are many obstacles to college student tourism.
Mainly manifested as:
Reasons for relevant government departments
The government and tourism-related departments are not paying enough attention to the tourist source of university students, and the preferential policies and travel arrangements are not detailed enough. Compared with the specific tourist areas for college students, there are fewer and insufficient publicity.
Reasons for tourism operators
Undergraduate tourism practitioners are uneven, and small businesses are unable to do a good job in undergraduate tourism. And big companies disdain the source of university students. The reason is that tourism operators do not pay enough attention to the source of university students in their consciousness. They have a strong sense of open-minded tourism service and do not provide good service. They even show contempt for the source of university students, slaughter and reject guests.
In addition, most students choose self-guided tours more because there are fewer travel options available. There are some compulsory sales and more collective
36 activities. It does not fit in with the concept of independent consciousness awakening of college students in the new era of the 21st century.
Misunderstandings in universities
The university where the student is located is an important source for students to understand and penetrate the tourism industry, but the university lacks guidance and publicity for the tourism of the university students. Due to safety or other reasons, it is not allowed to organize students or guide students to understand the tourism industry.
Causes of social environment
Changes in the social environment will also have a necessary impact on the travel behavior of college students. At present, China is at the juncture of two centenary goals, facing major changes that have not occurred in the world in a century, facing severe and volatile epidemic environments, and facing domestic reforms. The arduous task of development and stability, as a social activity, tourism is bound to connect with all walks of life in society. Under the influence of the current "new crown pneumonia", uncertainties in the public environment still exist. Students’ travel safety and prevention and control needs are still the focus of parents, society, and schools.
The reasons for tourists themselves in the college student group
According to the analysis of the interviewee’s questionnaire, with the exception of a small number of students, most of the students are not financially independent and rely on family support. On the other hand, college students are not fully mature, and lack of travel and choice.
Recommendations
The college period is a period of adaptation for students to gradually move from school life to social life. College students generally lack social experience, have a great desire to explore the environment outside the campus, and are eager to understand and contact the society. Compared with other groups, college students have more travel motives and needs. There are still many bottlenecks and difficulties restricting the development of the tourism market for college students: First, while the needs of college students are diverse, but the purchasing power is limited, there is a certain degree of complexity and uniqueness; second, the low economic ability of
college students makes some enterprises and tourism The market has caused the embarrassment of not paying attention to the source of university students. Thirdly, the government and related departments lack supporting attractive preferential policies, and they have not stimulated the desire and motivation of universities to travel. Fourth, there is no interactive feedback mechanism, resulting in information gaps. To sum up, standardizing and developing a stable and continuous tourism market for college students requires multi-party coordination, multiple channels, and all- round, to open up more marketable college student tourism channels.
1. Government departments formulate supporting policies
Increase government investment and subsidy policies for college students, and timely introduce holiday travel plans and supporting facilities. Explore the market in a combination of various preferential methods, provide official and accurate tourism information, guide college students to rationally branch out and guide college students to receive tourism education.
2. Rectify the tourism business market
Pay attention to the feedback mechanism, rectify the tourism market, strengthen qualification review, and strive to create a tourist market that is willing to serve and provide high-quality services. Increase the degree of attention to the tourism consumer group of college students. Speed up the introduction of activity design plans that are in line with more college students' consumption propensity.
3. Strengthen tourism education
Colleges and universities should guide students to integrate what they have learned into practice. Vigorously advocate the "Three Going to the Countryside", teaching support, summer practice activities, and the "Western Volunteer Program".
Recognize the importance of tourism education and increase necessary support for student tourism activities and related educational activities.
4. Create a social atmosphere that is conducive to tourism
During the period of historical convergence, vigorously establish the concept of tourism, vigorously advocate red tourism, and establish the tourism concept of the younger generation. During the epidemic, management and control should be strengthened reasonably to provide a relatively healthy, harmonious and safe environment for the continuous growth of the tourism group of college students.
38 5. Travel rationally and establish a healthy tourism concept
College students should combine their own economic strength and leisure time to travel reasonably. Establish a healthy tourism concept, and examine the development of the tourism industry from the perspective of sustainable development, scientific rationality, and comprehensive coordination.
6. Develop a powerful multi-channel and multi-level joint management service mechanism led by the competent authority to expand the tourism market for college students.
(Mamdoohi & Janjany, 2016)