基于微旅游视角的大学生特种兵式旅游意愿调查及影响因素分析

Investigation and Influencing Factors Analysis of College Students’ Special Forces Tourism Willingness from the Perspective of Micro-Tourism

摘要: 大学生群体中出现一定的“报复性旅游”消费的心理，特种兵式旅游也随之应运而生，这种旅游方式在促进当地旅游业复兴的同时，也出现了许多问题亟待解决。因此，本研究以湖南省高校大学生为研究对象，从客观与主观两个角度选取了旅游目的、金钱实力、景区美食等20个影响大学生特种兵式旅游意愿的因素，先对影响因素进行可行性检验，接着借助因子分析对影响因素进行降维，最后利用灰色关联度分析获取显著影响因素。本文得出的分析结果将提升大学生的旅游意愿和体验，并为相关部门促进旅游业的发展提供借鉴与指导。

Abstract: College students have a certain “retaliatory tourism” consumer psychology, and special forces tourism has also emerged. While this kind of tourism promotes the revival of local tourism, but there are also many problems that need to be solved urgently. Therefore, this study takes college students in Hunan Province as the research object, and selects 20 factors that affect college students’ special forces tourism willingness from both objective and subjective perspectives, such as tourism purpose, money strength, scenic food, etc. First, the feasibility test of the influencing factors is carried out, and then the dimension of the influencing factors is reduced by factor analysis. Finally, the significant influencing factors were obtained by grey relational analysis. The analysis results obtained in this paper will enhance the willingness and experience of college students to travel, and provide a reference and guidance for relevant departments to promote the development of tourism.