新媒体背景下大学生旅游消费行为调查研究

A Survey of College Students′Tourism Consumption Behavior Under the Background of New Media

互联网+旅游的兴起,不断改变着旅游者的旅游消费行为。大学生群体作为旅游客户细分市场的重要组成部分,他们的旅游消费行为改变对旅游市场产生重要的影响。文章以合肥师范学院在校大学生为调查对象,采取问卷调查的方式,对其在新媒体背景下的旅游认知情况、旅游行为方式、使用有关旅游APP的现状及期望等进行了调查。通过数据分析显示,大学生对旅游的认知清晰,旅游行为较理性,大学生对旅游APP使用较普遍,同时针对调查结果,从旅游景点、旅游APP运营者、大学生三个方面提出改进建议。

The rise of Internet and tourism is constantly changing the travel consumption behavior of tourists.College students are an important part of the travel customer segmentation market,and their travel consumption behavior changes have an important impact on the travel market.The article takes the undergraduates of Hefei Normal University as the survey object,and adopts a questionnaire survey to investigate their tourism awareness,tourism behavior,and the current situation and expectations of using related tourism apps in the context of new media.Data analysis shows that college students have a clear understanding of tourism,their travel behaviors are more rational,and college students use travel apps more commonly.At the same time,based on the survey results,suggestions for improvement are made from three aspects:tourist attractions,travel APP operators,and college students.