摘要:青年旅游市場的主體就是大學生群體，大學生旅游活動的發展對旅游業的發展具有積極的意義和作用。本文首先從大學生旅游的發展背景著手，查閱大量資料了解大學生旅游市場的發展歷程，并且分析發展大學生旅游市場具有哪些現實意義。從對大學生綜合素質的教育來說，大學生旅游活動的發展能夠促進大學生的綜合素質，增強未來人才的競爭力。大學生做為一個人數眾多的旅游消費群體，從旅游經濟發展的角度來看，其旅游活動的廣泛開展有助于推動旅游旅游經濟收入，同時有助于促進旅游市場的發展。

　　　接著從市場現狀、行為動機、制約因素等方面對當前大學生旅游市場進行深入分析，并且用不同細分方式對大學生旅游市場進行細分，指出不同細分市場的特點以及適合該市場的旅游產品。大學生個性極強，所以我們對大學生市場進行不同角度的細分，有助于旅行企業更加了解大學生市場的需求情況，從而做出更適合大學生的具有針對性的旅游產品。

　　　最后運用4P營銷策略對大學生旅游市場從價格、產品、促銷、渠道四個方面提出了相應的建議和措施。大學生現在對旅行社認識程度相對較低，并有很大的不信任感，所以從不同角度對大學生旅游市場提出實際有效的措施是必要的。

關鍵詞：旅游市場；大學生旅游；市場現狀；旅游動機；市場細分

ABSTRACT:University students' tourist is the main part of the youth travel market, the development of university students' tourist activities have a positive effect on the development of society and the significance. This article first start from the development background of youth tourism, analyzes the realistic significance of the development of Chinese college students travel market. From the perspective of education, The development of university students' tourist activities can promote the comprehensive quality of college students, Enhance the competitiveness of future talent. From the point of view of tourism economic development, As a large number of college students tourism consumer groups, Its extensive tourism activities help to promote the development of the tourism market, At the same time helps to promote tourism economy income.

　　　Then from the market present situation, motivation and restriction factor of the current university students' tourist market in-depth analysis, And with different breakdown on university students' tourist market segmentation, Points out the characteristics of different market segments and the tourism products suitable for the market.

　　　Finally on Chinese college students travel market from product, price, channel, promotion four aspects put forward the corresponding marketing strategy.

Keywords: University students' tourist ; The tourism market; Tourism motivation; Market segmentation; Current situation of market