Research on College Student Group Travel Behaviour.doc

research on college student group travel behaviour abstract: college students is one of important part in tourism market, it has a great potential. the knowledge structure, value orientation and psychological character in college students make the university student tourism market different from the traditional mass tourism market. this paper absorbs and learns the theory and method in tourism consumer behaviour, uses literature review, questionnaire survey and random interview, making student in weinan city as research object, through qualitative and quantitative analysis in college tourists demand and consumption, summarizing their tourism consumption, travel ways, travel time and travel preference behaviour and so on. key words: college students, travel behaviour, weinan city with the reform of educational system and expansion in university, college students are a potential tourism market, almost aged eighteen to twenty-four. according to the sample data in recent years, the number has been rising of students outside for travel. this group has become an important part in tourism market among our country. but travel enterprise lack right attitudes towards university student tourism market for a long time, especially for the study of student travel behaviour in weinan city, making it has no data to support the development of student tourism market. in view of this, it necessary to research comprehensively and deeply discuss the student travel behaviour, in order to provide referential basis on the development of college student tourism market in weinan. 1. research design and data sources 1.1 theory and practice base in order to finish this paper, author has read some books on tourism geography and humanistic geography, referring papers about travel behaviour study and literature on social psychology, consumer psychology, tourist psychology, tourism economies and consumer behaviour. on the basis of that, the author designs the questionnaire survey of college student travel behaviour. revised forecast questionnaire and form a formal questionnaire, analyzing it and summarizing the character of university student group travel behaviour. 2. the character analysis on college student group tourism behaviour in weinan city 2.1 the characteristics of university student tourism behaviour 2.1.1 the travel attitude the attitude consists of cognition, emotion and intention three elements, more lasting individual inner psychological structure. it is a crucial intermediary factor between environment stimulation and personal behaviour reaction. tourism is a tourism attitude object, it refers to a tourist attraction cognition, evaluation and travel intention etc. thus the travel attitude is one of major factors in influence tourism decision and preference. through the survey, we found that most college students in weinan support tourism activities, and if it is possible, they will choose to travel outside for relaxation, the approver accounted for 95% of the respondents. 2.1.2 travel motivation american tourism researcher johna.thomas has raised eighteen motivations to stimulate people to travel outside in his own book named the reason people travel. the motives can be mainly classified to six categories: follow the mass and intend to shopping, alleviate pressure and look for belonging, entertainment and emotion, practice and visit relatives, make friends and worship the superstar, explore and hunt. according to thomas and base on this survey, we get to know that sightseeing, shopping, leisure and further education are the main motivations for weinan college students. it belongs to the alleviating pressure and ownership type, entertainment and emotion type, practice and visit friends and relatives type (see figure 1). 2.1.3 the modes of travel through the collection and analysis of the results of the questionnaire, we have found that the way to travel is mainly self-tour (53.3%), the second is organized by school (30%), and another 12.7% college student travel just for invitation, while tour group and agents account for only 4% (see figure 2). 2.2 the time and space behaviour characteristic of college student tourism according to the visit and investigation, making weinan as tour departure, 57% college student will choose shanxi which is nearest to weinan, including 39% to choose xian. about the travel time, the same day return and one day trip account for biggest share accounting respectively for 30% and 24.7% of the total number of student surveyed. the second is two-day trip, it accounts 22.3%, and trip more than three days is only accounting for 13%. according to the content of random interviews, the common choice for travel is weekends, followed by may day, national day, winter and summer holiday, least in spring festive. 2.3 the consumption behaviour characteristic of college student tourism 2.3.1 travel consumption structure consumption structure is refers to the proportional relationships among all types of consumption (material products, mental products, service) that tourists consume during the tour. the development level in tourism and the economy condition decide that the basic expenditures account for lot, reflected through investigation on college student tourism consumption structure. and the basic tourism consumption accounts for 78% (see figure 3), for shopping and other consumption is very little. 2.3.2 the concept of travel consumption whatever people engaged in, they always act guided by some certain thought consciousness. the college students engaged in travel consumption activities are not exception, mainly influenced by travel consumption concept. in the interview, 2% of the students approve of premature consumption, 25% of the students favour of consumption in moderation, 56% of the students claim rational consumption, spending depend on how much you have, and 14% of the students have other ideas. 2.3.3 tourism consumption expenditure university students are not economical independence, expenditure is mainly comes from family support, family economical conditions have decided the gap in tour expenditure. the survey shows that students living cost per month 400-500yuan and below 400yuan account for majority (72.7%), while 600-800yuan and over 800yuan are merely 14.6% (see figure 4). while the spending for travel, the average daily tour expenditure of 50-100yuan and 100-200yuan accounts for 68.6% among weinan college students, less than 50yuan and more than 500yuan respectively 27.3% and 2.7% (see figure 5). this basically stays same with student average monthly living expenses, reflecting the economic problem is one of reasons troubled students to travel. and the family economic condition determined the student in tourism consumption expenditure gap. 2.4 the perception behaviour characteristics of college students based on the results, students in weinan prefer areas of beautiful scenery and folk culture (see figure 6). particularly, students majored in history prefer folk culture areas, indicating major and personal preference is one of main factors affecting college students travel. as for feeling when they returned, most students in investigation and interview feel it worth, or it is as good as they think, minority feels worse than imagination, very few students feel disappointed. 3. conclusion and outlook 3.1 research conclusion trough the research, we get some important points below: (1) most college students hold a positive attitude towards tourism, their travel motives mainly focus on three parts of slow pressure with ownership, entertainment and emotion, practice and visit friends. (2) the time and space arrangement of university student tour is mainly short-time and close activities. although they have many holidays and many choices for travel time, considering the travel costs, most students choose short-distance sight spots. (3) from the feature of tour consumption, although students are not economical independence, most are still willing to take some money to meet travel demand with material life not fully guaranteed. the investigation also indicates that tourism consumption is used for mainly basic sightseeing level and higher lever because of students lower living expenses. (4)students prefer well-known natural scenic spot, in addition, influenced by their major and the need of further pursuit, most students choose folk culture areas and historical heritage tourism destinations. according to our investigation, we found that up to 35.3% of college students are satisfied with southern wei