大学生旅游直通车推广探析——以江西高校为例

Analysis on the Promotion of College Students’ Through Train——Taking Jiangxi University as an Example

旅游业异军突起,大学生作为旅游市场中一个庞大的消费群体,具有不可忽视的消费能力。但大学生旅游市场却萎靡不振,成为市场中的“久做无座”,其中,旅游交通成为大学生旅游市场崛起的阻碍之一。在“互联网+”这个新潮时代背景下,论文对446份网络调查问卷进行分析,从偏好、认知、基本情况这三大方面深度分析了大学生旅游社交、消费、旅游地选择三大倾向、旅游交通难点以及大学生旅游直通车产品认知接受程度。最后,提出基于大学生旅游直通车价格、出游交通方式、活动类型、自媒体四大创新推广策略。

As a huge consumer group in the tourism market,college students have the consumption ability that cannot be ignored.However,the tourism market for college students can not afford to be depressed,becoming the “no seat for a long time” in the market.Among them,tourism transportation has become one of the obstacles to the rise of college students' tourism market.In the context of the new era of “Internet +”,based on the analysis of 446 online questionnaires,this paper deeply analyzes the three major tendencies of college students in tourism social contact,consumption and destination selection,as well as the pain and difficulty in tourism transportation and the cognitive acceptance degree of college students in tourism pass-through products from three aspects of preference,cognition and basic situation.The four innovative promotion strategies are obtained from the integration of college students' travel through train price,travel mode,activity type and we media.