Abstract…………………………………………………… II
（一）选题背景……………………………………………………. 1
（二）选题意义……………………………………………………. 1
（一）国内研究状况………………………………………………… 2
（二）国外研究状况………………………………………………… 2
三、上海大学生旅游需求问卷调研分析………………………………. 2
（一）基本情况……………………………………………………. 3
（二）数据分析……………………………………………………. 3
1.大学生旅游费用主要来源……………………………………….. 3
2.上海大学生出游力水平…………………………………………. 4
3.大学生出游之目的…………………………………………….. 5
四、上海大学生旅游市场需求特征分析………………………………. 6
（一）大学生旅游市场影响因素……………………………………….. 6
3.费用和时间………………………………………………….. 7
（二）大学生旅游消费需求特征分析……………………………………. 7
1.倾向于旅游DIY……………………………………………….. 7
2.倾向于广泛利用互联网…………………………………………. 7
3.倾向于新型旅游………………………………………………. 8
4.倾向于精神的动机…………………………………………….. 8
5.倾向于民俗和自然风光…………………………………………. 8
五、上海大学生旅游市场的开发策略………………………………… 9
（一）从社会、政府层面，完善大学生旅游市场保障体系……………………. 9
1.制定、修订相关政策、确保大学生出游…………………………….. 9
2.强化法律法规建设，维护学生旅游安全…………………………….. 9
（二）从高校层面，建立大学生旅游市场支持体系………………………… 10
（三）旅游企业层面……………………………………………….. 10
1.制定旅游线路……………………………………………….. 10
2.开发旅游产品……………………………………………….. 10
3.以多种优惠方式拓展市场………………………………………. 11
摘 要
随着旅游业的快速发展,不同阶层的人都逐渐参与其中,但对于旅游市场上最为活跃的群体之一——大学生旅游群体却分析甚少,关于其旅游消费观方面的更少。本文结合上海大学生旅游消费观方面的内容,运用旅游心理学、旅游市场学等基本原理,对上海大学生在资源和城市偏好、交通和住宿方面的选择、旅游购物消费、出行动机和对旅游市场的长远影响等方面进行探讨分析,以便更好地把握大学生这一巨大的消费群体,为旅游企业在旅游资源的开发、旅游市场的拓展、宣传、决策等方面提供借鉴作用。上海大学生的旅游市场规模较大，具有很大的开发价值，但是由于大学生旅游市场需求的多样性和独特性导致市场开发并不是很乐观，本文从迎合大学生旅游需求的角度出发，采用开发新的旅游产品、设计新的旅游路线、实行多种优惠方式进行大学生旅游市场的开发。
关键词：大学生 旅游市场 开发策略
With the rapid development of tourism, different classes of people involved, but one of the most active groups in the tourism market – Students travel group analysis, very little, less tourism consumption concept. Students in Shanghai tourism consumption view the contents of this paper, the use of travel psychology, tourism marketing and the basic principles of Shanghai university students in the choice of resources and urban preferences, transport and accommodation, tourism, shopping and spending, travel motivation and travel market the long-term effects and other aspects are discussed in the analysis in order to better grasp this huge consumer groups of the university students, provide a reference for the development of tourism enterprises in the tourism resources, the expansion of the tourism market, publicity, decision-making. Students in Shanghai’s tourism market size is large, has great value for development, however, the use of the development of new market development is not very optimistic in this paper starting from the point of view to cater to college students travel demand due to the diversity and uniqueness of the Students’ Tourism Market Demand tourism products, the design of new tourist routes, the implementation of a number of concessions for the development of the tourism market of university students.
Keywords: university students tourism market development strategies
