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1、The Investigation Report of possibility of Opening University Students Tourist Markettourism managementtourism managementPan.Du.li.Zhong.Wang.Pan.Du.li.Zhong.Wang.Theoretical Foundation Feasibility Analysis para 1-1 Disposable income Leisure time Personal physical conditionTraffic convenience degree
2、 Objective conditionsHierarchy Of Human NeedsThe higher needs contribute more to tourism motivation.Types of Motivations for travel Physical Motivation Cultural Motivation(curiosity)Social CommunicationMotivation Ego Motivation Theres a combination of different motivation for travelingFeasibility An
3、alysis Market Potential Disposable Income Leisure Time Tourist Motivation Tourist Installation Market Potential Since 1999 our country colleges and universities have carried out increasing enrollment,the scale of university students attending school become extension.Depending on dates from China Sta
4、tistics Yearbook 2010 display,our country in school university students are 21,446,570,000 by the end of 2009.In the big tourism the arrival of the era,the amount of university students group satisfy the fundamental conditions to open tourist market.Disposable Income Anciently university students co
5、nsumption level is totally lower and disposable income is limited,as a result,tourist enterprises are difficult to gain profit from university students market.Consequently,university students market is not valued and seen as chicken ribs by tourist agencies and other tourist enterprises.In recent ye
6、ars,university students attending school have more access to income along with the progress of economy develop and the more emphasis our nation put on education.Family financial support,scholarship,and part-time revenue have greatly improved students financial situation,providing students with basic
7、 economic situation to travel.Leisure Time Except for legal festivals and holidays,undergraduate always enjoy traditional winter and summer vacations,approximately 172 days taking up 47 percent of all the year time.In addition,Education Department supply undergraduate much social practice opportunit
8、ies and self-study time.Consequently,undergraduates possess a abundant of leisure time and have considerable choice of autonomy and the degree of freedom.Tourist MotivationAs the accepters of higher education,undergraduates are equipped with higher humanity accomplishment and comprehensive quality.A
9、ccording to Maslow hierarchy of needs theory,undergraduates are likely to generate higher needs apart from the lower needs being meet.In the twenty-first century,science and technology are developing rapidly and the world is joined to be global village by internet.The contemporary undergraduates are
10、 not limited in a city or a nation,but open their eyes to the whole world and pay close attention to the total global.Their characteristics of self-conscious and strong require for knowledge provide basic conditions for tourist.Tourist Installation Athough tourism industy started late in our country
11、,it has made a big development and has a certain scale to domestic and overseas tourist market needs from opening up.The extension scale of travel agencies and hotels,convenience of tourist traffic,the diversity of tourist sites and the humanity of tourist service provide certain material basis and
12、safeguard for opening college students tourist market.The questionear of the possibility of Opening University Students Tourism Market重庆大学生旅游消费调研问卷重庆大学生旅游消费调研问卷亲爱的同学：您好！我们是重庆工商大学旅游与国土资源学院旅游管理专业的研究生，现在正在进行一项有关重庆在校大学生旅游消费情况调研。感谢您参与本次调研，请在选项上画“”，填写完整问卷后您将会得到小礼物一份。S1、请问您是在校大学生吗？1、是（继续）2、否（结束，再次感谢您的参与）S2
13、、请问您最近有旅游的愿望或计划吗？1、有 2、没有（请转14题）A1、请问您的性别是？1、男 2、女A2、请问您的月可支配收入属于以下哪个区间？（单选）1、600以下 2、600800 3、8001000 4、10001200 5、1200 6、其他_A3、请问您愿意拿出自己money中的多少用于旅游？（单选）1、10%以下 2、10%20%3、20%30%4、30%40%5、40%以上 A4、请问您来自哪个省市_（请填写）A5、请问您的最近想旅游吗？（单选）1、非常不想旅游 2、不是很想旅游3、无所谓 4、有点想旅游 5、非常想旅游A6、请问您旅游的目的有哪些？（多选）1、看看外面的世界 2
14、、获取自然的愉悦 3、与爱的人浪迹天涯 4、与朋友们勇闯天涯 5、旅游是我的爱好 6、增加见识和阅历 7、探险VS 冒险 8、其他_A7、请问您会选择哪些时间段进行旅游？（多选）1、周末 2、寒暑假 3、节假日 4、一周某几天没课的时间5、期末考试后至放假前的空闲时间 6、其他_A8、请问您会选择哪些人作为陪伴？（多选）1、亲人 2、同学 3、恋人 4、朋友5、自己所属组织成员(如社团等）6、其他_A9、请问您愿意花多少时间用于旅游？1、1天内 2、13天 3、3天1周 4、1周半月 5、半月以上A10、请问在一年之内，您愿意出游几次？1、1次 3、13次 3、3次5次 4、5次以上A11、请
15、问您更愿意选择哪种出游方式？1、自驾游 2、背包游 3、跟团游B1请您对下列可能阻碍您出游的原因打分？（5星=阻碍度非常高；4星=阻碍度偏高；3星=阻碍度一般；4星=阻碍偏低 1星=阻碍度非常低）态度选项主要论述1星2星3星4星5星没有时间资金不足无人陪伴担心安全没有想去的地方没有旅游的意识B2、请您根据“昂贵便宜”的标准对下列旅游收费项目打分？（星越多代表该项费用越高，假设：门票，您给了5星，代表您认为门票非常贵，如给1星则代表您认为门票非常便宜）态度选项主要论述1星2星3星4星5星门票交通购物娱乐住宿餐饮参团费B3、假设您目前不想旅游，但在什么条件下您会转而进行旅游？（请根据下列原因的重要
16、性进行排序）1、时间变得充裕 2、资金变得充裕 3、约到了想约的伴 4、发现了想去的地方 5、心情不佳需求放松 6、受到媒体广告的影响 A7、请您按照消费量的多少对（A5）所选选项进行排序！()-()-()-()-()-()-()-()E1、调查人员填写调查时间被调查者姓名被调查者联系方式调查员姓名调查员所在小组Questionnaire data statistics and analysisForm 3-1 questionnaire statistics about whether they are undergraduates attending school.This time th
17、e questionnaire target is undergraduates,and we collect 216 papers,98.61 percent effective questionnaire and 1.39 percent wasted questionnaire,which ensures the questionnaire effectiveness objectively.It reports from picture 3-1 that majority undergraduates possess tourist desire,which makes basis f
18、or the question of tourist desire intensity behind.In principle,in the premise of guarantee questionnaire recovery,the more investigation sample,the more accuracy the result is.Since this time the number of investigation samples is less,there exists certain error,but ensure the proportion of gender
19、essentially.(the proportion of boys and girls is 1:1)Disposable income refers to personnel after-tax income,that people can consume or save.Here disposable income is undergraduates can dominant every month in freedom,including board expenses and so on.Picture 3-3 shows majority undergraduates dispos
20、able income within 800 RMB in a month,and reflects their family income condition in side face.Form picture 3-4 commonly reports that undergraduates tourist fees take up 20 percent in disposable income,which reflects their consuming conscious and level are reasonable.At the same time,there is large s
21、pace to exploit in undergraduates tourist conscious opening and motives.Picture 3-5 reflects effect and cost in geography element.Surveyed group concentrate in Chongqing(23.03 percent),Sichuan Province(19.66 Percent),Shandong Province(12.36 Percent)and Henan Province(9.55 percent)and so on.This data
22、 infers this questionnaire is one-sidedness.(There exists differences in difference distances.)Picture 3-6 reflects undergraduates have intense tourist desire,as the number of those who very want to tourist takes up 39.89 percent and people have little desire to tourist occupy 38.2 percent.The sum o
23、f both is 78.09 percent,far above the half,which is compatible with the generation after 90s.This intense tourist desire is a good new for tourist enterprises to exploit tourist market.The tourist purpose and motivation can described by Maslow theory of hierarchy of needs.Above motivation analysis c
24、an draw a conclusion that majority of tourist desire belongs to social needs,self-esteem needs and self-actualization needs.Picture 3-8 reflects majority of undergraduates prefer longer period of time,like winter and summer vacations or in the middle of a short holidays.It shows college students are
25、 willing to choose above long time to enjoy long-travel and short-travel during weekends or few days after examinations.Consequently,tourist enterprises should seize the work to motivate undergraduates tourist desires.From the above picture,almost undergraduates would like to choose tourist partners
26、 when outing and the number of those who choose alone is little.So we can draw a conclusion that almost undergraduates prefer to gain relax and harmonious experience and tend to depend on others.This provides reference significance for tourist enterprises to exploit tourist products further to great
27、 extent.Compared with picture 3-10and picture 3-11,it can be seen that undergraduates possess many apparent characteristics of short time during every tourist span concentrated in a week and few times in a year about 1 to 3.As a result,we can infer that the characteristics of undergraduates tourist
28、span are limited by leisure time,school work and financial conditions.From another point of view,tourist time in more than one week and five times in a year account for certain proportion,which infers that the potential and prospect of undergraduates tourist market for develop is vast at present.It
29、is crucial to utilize undergraduates leisure time adequately and prolong their tourist spans as long as possible,which is worth to considering for contemporary tourist enterprises.The picture above shows that from undergraduates group,about 62.92 percent chooses package tourism whereas about 11.8 pe
30、rcent chooses tour group.On one hand,many undergraduates prefer to select tourist products initiatively and have stronger self-conscious and subjective initiative during the whole tourist process.For another,the traditional tour group account large proportion.Thus,provided tourism enlarge undergradu
31、ates market share,is it essential to think over let undergraduates enjoy much more independent options over tourism product content and preference?The form 3-2 and picture 3-13 display leisure time and capital are two biggest elements that influence undergraduates outing.For another,tourist consciou
32、s and have on place to go account little.So undergraduate groups have considerable tourist conscience and be full of curious and fresh feelings about unknown tourist sites and experiences.This group is a significance potential share with investment value.From picture 3-14 statistics analysis,undergr
33、aduates consider accommodation and entrance ticket account the largest proportion in travel cost,However,they do not care tourist shopping and recreation.It follows that the young are sensible about extrovert cost,which may hinder undergraduates participant in this tourist product.It notify tourist
34、enterprises turn down prices of entrance tickets and accommodation properly and turn up the expenses of experiments,for instance,entertainment project and tourist souvenir to make up for loss of admission tickets.notice：Data of this picture report options comprehensive standing list.The higher the s
35、core,the more front the comprehensive ranking.Method of calculation:option average comprehensive score=(frequency*weight)/number of people who fill in the questionPicture 3-15 statistics analysis reports the capital element ranks first to motivate undergraduate outing.Once capital become abundant,un
36、dergraduates disposable income and tourist quality will increase.For another,tourist partner stimulates undergraduate requirement to considerable degree.It gives tourist enterprises some information guide to whether exploit tourist product to satisfy tourist partner.Secondly,we can draw a conclusion
37、 that media advertisement is not the important factor to motivate undergraduate tourist requirement.From form 3-15,this element ranks 0 percent as first motivation factor.Thus internal need of undergraduate group is stronger than external need.Media advertisement will gain profit as long as it produ
38、ces internal need in target group.It notifies the contemporary tourist enterprises how to learn about undergraduates behaviors,desire and preference character deeply and comprehensively,which is crucial to employ pointed tourist products.Total Inconclusion After investigation,we draw the characteris
39、tics of undergraduates tourist requirements:First,they have intense tourist demand but limited by some tourist objective elements apparently.Second,their tourist experience integrate with self-development and self-improvement conscious.Third,the exploiting of undergraduates tourist market is potenti
40、al yet their short tourist span every time and less time in a year.Fourth,undergraduates are care about sensitive factors much whereas ignore nonsensitive factors during their tourist consuming.Fifth,undergraduates prefer to choose tourist partners and various of tourist forms.Sixth,only external mo
41、tivate elements satisfy internal tourist demand can turn tourist demand into tourist actions.Seventh,tourist periods are effected by winter and summer vacations obviously.In terms of analysis above,the potential of exploiting undergraduates tourist market is large and tourist enterprises should desi
42、gn targeted tourist productions to meet undergraduates internal tourist demand.Consequently,tourist investigation is essential.Owing to the short time of investigation,the less samples,the less comprehensive of reflecting undergraduates tourist demanding,the intensity of subjective conscious and data effective and reliable analysis without SPSS,so our can not gain science and reliable conclusion completely,but can be corrective and quoted approximately.Thank You!