高校女大学生旅游消费行为调查与营销对策分析

An Investigation of Tourism Consumption on Female Undergraduate and the Marketing Strategies

女大学生作为旅游消费者中的一个特殊消费群体,一方面有着与一般女性消费者相似的旅游消费特点:自主性较强、追求时尚、情感化消费;另一方面,作为在校大学生,由于她们尚未获得经济上的独立,其旅游消费受到很大的制约,旅游购买力也大大低于经济上独立的女性消费者。本文以高校女大学生为调查样本,采用问卷调查的方法,从高校女大学生的旅游情况、目的地吸引因素、忧虑因素等方面对我国高校女大学生旅游消费行为的特点进行了分析。同时结合上述分析,分别从营销理念、产品、价格、促销、渠道等方面提出了针对高校女大学生旅游市场的营销对策。

As tourism consumers,female undergraduate is a special consumer group.On the one hand,they have the similar characteristics of tourism consumption as the general female consumers,such as independency,the pursuit of fashion and sentimental consumption.On the other hand,they have not yet been independent on economy because they are still stu- dents.Therefore,their tourism consumptions are restricted greatly.At the same time,female undergraduate’ purchasing power is also significantly lower than the general female consumers.In this paper,a questionnaire survey approach is used to collect sampling data and female undergraduate is the survey samples.The author analyzes the characteristics of tourism consumption behavior of female undergraduate from several aspects:traveling situation,destination attraction factors and an- xious factors,and so on.Finally,some tourism marketing strategies are proposed which are based on the survey data analysis, with regard to five aspects:marketing idea,product,price,promotion and place.