“90后”旅游市场分析

An Analysis of Tourists Born in 1990s

现阶段,"90后"这一未来旅游市场的主力军并未引起足够重视,研究该市场对于缓解竞争压力,实现可持续发展具有重要意义。作为该市场中的一员,笔者在问卷调查的基础上,辅以文献研究、数理统计分析等方法,对"90后"(以大学生为主)的旅游动机、消费结构、方式等进行了分析研究,总结并基本掌握"90后"的消费行为特征:旅游动机多变复杂,出游时间、地点较为集中;旅游需求特点:旅游品质要求高,消费结构较传统。在政策,宣传,销售,管理四方面提出具体市场开发对策。

At present the group of "Post-1990s",the main potential tourists have not caught enough attention,which is very important to study so as to alleviate the pressure of competition,and realize the sustainable development.Based on the questionnaire and literature study by mathematical statistic analysis methods for "Post-1990s"(undergraduates primarily) targeting the tourist motive,consumption structure and mode,this paper tries to grasp their consuming behavior characteristics:changeable and complex tourist motives,designated travel time,few destinations,demanding quality and more traditional consuming structure.So the author puts forward some measures in the policy,promotion,marketing,management.