随着旅游业的迅速发展,人们旅游观念的持续更新与旅游要求的不断提高,自助旅游以其独有的优势成为人们追逐的热点。而教育水平的提高也使得我国大学生人数不断增长,大学生旅游开始成为新的经济增长点并受到社会和学术界的广泛关注。作为中国特殊历史时期下的产物,90后大学生特殊的成长环境和心理特征,使其形成了独特的消费心理和行为特征。由于其代表着国民未来消费趋势,因而具有很大的研究价值。本文运用问卷调查法和逻辑归纳法,以济南市6所高校的90后大学生为研究对象,通过对其旅游心理和旅游决策行为的分析,得出其自助旅游消费行为的一般规律。 With the rapid development of tourism, people’s tourism concept is constantly updated and tourism requirements are constantly increasing. Self-help tourism has become a hot spot for people to pursue with its unique advantages. The improvement of educational level also makes the number of college students in our country continue to grow. The tourism of undergraduates has become a new point of economic growth and has drawn wide attention from the society and academia. As a product of the special historical period in China, the special growth environment and psychological characteristics of the post-90s college students make them form a unique consumer psychology and behavioral characteristics. Because it represents the national future consumer trends, it has great research value. By using questionnaire and logical induction method, taking 90 postgraduates in 6 colleges and universities in Jinan as the research object, this paper analyzes the tourism psychology and tourism decision-making behavior and finds out the general law of self-help tourism consumption behavior.