随着改革开放的不断深入发展,旅游业便开始逐渐兴起。旅游业作为第三产业,对保障我国国民经济的健康稳定运行具有重要作用。当前我国旅游一般会呈现出两种形式,一种是团队型旅游,一种是散客旅游。散客旅游因为具有较高的自主性,旅游者可以及时根据自身的需求喜好变化来变更旅游路线,因此受到了越来越多旅游者的青睐。本文首先对散客旅游心理进行了探讨与分析,再对散客旅游的管理营销措施进行了探索与研究,以期促进我国旅游业的蓬勃发展。 With the continuous deepening of reform and opening up, tourism has started to rise gradually. As a tertiary industry, tourism plays an important role in safeguarding the healthy and stable operation of our national economy. At present, China’s tourism will generally show two forms, one is team-based tourism, one is individual travel. FIT Travel Because of its high autonomy, tourists can change their travel routes according to their own needs and preferences. Therefore, it is favored by more and more tourists. This article first explores and analyzes the personal travel psychology, then explores and studies the management marketing measures of personal tourism in order to promote the vigorous development of tourism in our country.