武汉市大学生旅游消费行为分析及市场开发策略

Study of Wuhan College Students' Tourism Consumption and Marketing Strategies

大学生是一个十分特殊的旅游消费群体,是武汉市旅游市场上的重要客源。武汉市2013年在校大学生人数在全球大城市位于第一名。根据武汉市大学生旅游消费状况的第一手调查资料,运用列联表分析的方法,分析了武汉市大学生旅游消费行为的共同性和差异性,进而提出武汉市大学生旅游市场的开发策略。

College students, as a special group of consumers, are important customers in Wuhan tourist market for the fact that Wuhan ranks the first in 2013 among all the cities in the world in terms of its number of students in colleges and universities. With the first-hand data about the college students' tourism consumption, the paper studies the commonalities and differences of Wuhan college students' tourism consumption by means of contingency table analysis. Based on the analysis, it puts forward some developing strategies of Wuhan college students' tourism market.