武汉市“00”后大学生旅游消费行为研究

Research on Tourism Consumption Behavior of Post-00s College Students in Wuhan

摘要: 本研究以武汉市“00后”大学生为对象，采用问卷、文献和实地调查法，分析其旅游消费特征与原因。研究发现，该群体偏好自由行，注重文旅与自然景点，关注住宿舒适度，主要通过互联网获取信息，决策受价格、特色与安全因素影响。据此提出定价策略、产品优化、营销推广等建议，以契合个性化需求、提升市场竞争力，为武汉旅游市场发展提供参考。

Abstract: This study focuses on post-00s college students in Wuhan City, utilizing questionnaires, literature reviews, and field surveys to analyze their tourism consumption characteristics and underlying reasons. The findings reveal that this group prefers independent travel, emphasizes cultural tourism and natural attractions, prioritizes accommodation comfort, and primarily relies on the internet for information. Their decision-making is influenced by factors such as price, uniqueness, and safety. Based on these insights, recommendations are proposed regarding pricing strategies, product optimization, and marketing promotion to better align with their personalized needs and enhance market competitiveness, thereby providing valuable references for the development of Wuhan’s tourism market.