作者：王伟；康娜；冯晓丹

第一作者单位：‍河南理工大学工商管理学院能源经济研究中心

摘要：高校大学生由于拥有市场规模庞大、旅游意愿强烈、出游时间集中等优势,正逐渐成为旅游市场上一支充满活力的生力军。基于此,本调查选取河南理工大学、焦作大学、郑州工商学院等河南省几所高校的在校大学生作为调查对象,采用问卷调查法和访谈法对大学生旅游行为进行分析研究,归纳总结大学生旅游行为特征,在此基础上,从产品研发、产品定价、市场营销、服务质量四方面提出切实可行的市场开发策略,以促进大学生旅游市场的全面深入发展。

Abstract：With a huge market, strong desire to travel and same travel time, it has enormous value to develop tourism among college students, who are becoming an energetic potential group in tourism market.Questionnaires and interviews were employed to analyze the tourism behavior of college students, and the characteristics of their tourism behaviors were summarized. Based on these, feasible market development strategy was proposed in four aspects: product research, product pricing, marketing and service quality, thus advancing the development of tourism for college students.

基金：国家社会科学基金资助项目(16BGL118)；河南理工大学2015年教育教学改革研究项目(2015JG065)；河南理工大学人文社科研究项目(SKB2013-14)；

关键词：大学生;旅游行为;开发策略;

DOI：10.16698/j.hpu(social.sciences).1673-9779.2018.01.008

分类号：F592;G645.5