中国女大学生旅游行为实证研究——以重庆市女大学生为例

女大学生旅游市场是整个旅游市场中一个重要的组成部分，具有很大的开发潜力。把握女大学生旅游行为是开发女大学生旅游市场的前提与基础。根据对重庆市在校女大学生的出游意愿、旅游决策行为和旅游消费行为的分析，提出了女大学生的旅游行为具有如下特点：（1）出游动机以休闲动机或精神动机为主，具有一定的多样性和复杂性。（2）偏好自然风景区和民族风情区。（3）多是在假期出游并采取结伴出游的方式。（4）注重通过人际交往和书刊杂志获取旅游信息，并与人商量决定。（5）旅游花费主要来自家庭，但呈现多元化特点。

STUDY ON THE TOURING BEHAVIOR OF FEMALE UNIVERSITY STUDENTS IN CHINA——TAKE FEMALE UNIVERSITY STUDENTS IN CHONGQING FOR EXAMPLE

As one of the important components of tourism market, the tourism market of female university students has great exploitative potentiality. The premise and foundation to develop the tourism market of female university students is knowing their touring behavior. According the analysis of the in - school female university students＇ tourism motives, behaviors of tourism decision - making and consuming in Chongqing. The characteristics of female university students＇ tourism behaviors are concluded as follows ： （ 1 ） Their tourism motives, which are mainly concerned with leisure or mental demand, are various and complex. （2） They have a preference to natural and ethnic scenic spots; （3） Most of them choose the holiday trips and take trips together. （4） They are emphasizing on interpersonal communication, books and magazines to obtain tourism information; and like to consult with other people to make decision. （5） Their traveling spending mainly comes from their families, but show diverse characteristics.