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摘要目前随着旅游行业的蓬勃发展，社会上不同阶层的人逐渐参与其中，高校大学生旅游已经成为我国旅游市场中一个重要组成部分，并且具有极大的发展前景。本文通过对南京市高校大学生进行旅游消费情况的抽样问卷调查，对大学生旅游消费的心理、行为特征进行研究分析，从而更好地了解大学生这一巨大的消费群体，为旅游企业在旅游市场的开发、宣传、决策等方面提供借鉴参考作用，最终提高盈利能力。研究结果表明：46336
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1、绝大多数的高校大学生对旅游活动表现支持的态度。
2、大部分高校大学生的消费观是具有选择性的，并且在个人认为有意义的方面去消费；也有部分会精打细算，有计划的去消费，除非必要的开支，基本上不进行消费；小部分大学生节俭意识不强，有的认为有意义的消费时超出预算花费也没有关系；有的没有想法，随大流进行消费。
3、绝大多数大学生倾向于自助游，不介意是否有导游，对于旅游消费的价格十分敏感，对于旅游天气情况、景点风光、旅游路程和安全情况也也是十分重视的，对于其他旅游相关方面也考虑得到。
毕业论文关键词：高校大学生；旅游消费心理；旅游消费行为
ABSTRACT
In recent years, with the rapid development of the tourism industry, people of different strata of the society gradually participate, College Students' Tourism has become China's tourism market is an important part, and has great prospects for development. Based on the Nanjing University student tourism consumption sample survey, psychological, behavioral characteristics of tourism consumption Students research and analysis to better understand this huge consumer groups Students for tourism enterprises in the tourism source markets aspects of development, expanding tourism market, advocacy, decision-making provide reference reference function, and ultimately improve profitability.
1, the vast majority of university students' attitude toward tourism activities performance support.
2, the concept of college students for tourism consumption, most of the spending is selective consumption, and in personally meaningful ways to spend, there are also some will be calculated and planned to spend, unless necessary expenses, basically not to consume, to a small number of frugality consciousness is not strong, some think it is meaningful consumption over budget cost has nothing to do, have no idea, follow the crowd.
3, most college students tend to travel by myself. none of the respondents first consider whether there is a tour guide that. The price of the college students for the tourism consumption is very sensitive, weather conditions for tourism, scenic scenery, travel distance and the security situation is also very seriously, for other travel related aspects are also considered.
Key words: college students; tourism consumer psychology; tourism Consumer behavior
目 录
第一章 绪论 1
1.1 研究背景 1
1.2 研究意义 1
1.3 研究综述 1
第二章 调查对象和方法 3
2.1 调查对象 3
2.2 调查方法 3
第三章 问卷数据与结果分析 4
3.1 被调查者的基本情况分析 4
3.2 旅游的态度、目的和消费观念分析 4
3.2.1 旅游态度 4
3.2.2 旅游目的 5
3.2.3 旅游消费观念 6
3.3 南京大学生旅游偏好情况分析 7
3.3.1 获取信息的途径 7