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在旅游发展大众化阶段,占据重要客源市场的穷游大学生群体受到了广泛关注。基于南京市在校大学生穷游行为的第一手调查数据,运用5级李克特量表法和加权平均值法对南京大学生的穷游态度与动机、穷游偏好以及旅游网络消费进行定量分析。研究结果表明:大学生穷游态度积极、动机复杂多样;偏爱传统型旅游资源、穷游时段集中于暑假并以中短途旅游为主,对安全问题关注度高,穷游花费主要用在游览上;旅游网络消费已成为穷游消费的主要形式。
In the popular stage of tourism development, the group of poor college students who occupy important tourist markets has received widespread attention. Based on the first-hand survey data of undergraduates’ poor activity in Nanjing, this study quantitatively analyzed the under-travel attitude and motivation, poor tourist preference and tourism network consumption of Nanjing undergraduates using the Richter Scale 5 and the weighted average method. The results show that college students are poorly motivated and motivated to be complex and diverse. They prefer traditional tourism resources. During the period of poor travel, they focus on the summer vacation and are mainly short- and medium-distance travels. They pay more attention to safety issues and spend more on poor tourists. Tourism network consumption Has become the main form of poor spending.