基于市场细分的大学生旅游市场开发研究——以广州为例

Study on the College Students' Tourism Market Based on Market Segmentation——Taking Guangzhou as an Example

大学生自由支配时间充裕,旅游讲究经济实惠,注重实际体验,追求自由,并乐于接受新鲜事物。目前,市场上仍缺乏与之相适应的旅游产品来满足这一特殊的消费群体。文章从细分市场的角度,分析了毕业游、春秋游、自助游和团购旅游四个子市场的消费特点,并据此为开发大学生旅游市场提出了关注培养市场、注重产品开发、特色服务提供和营销手段创新等措施。

College students have a lot of free time and like to travel. They pay attention to the actual experience and affordable consumption. They pursue freedom and will to accept new things. Currently, the market is still lack of suitable tourism products to meet the specific consumer groups. This article analyzes preferences of the college students for the four sub-markets between Graduation tour, the Spring and Autumn tour, Walks and Online -shopping tour based on Market Segmentation. And it proposes the recommendations for development of college students tourism market.