随着高等教育的普及和大学生消费能力的提高,大学生旅游市场具有很大的开发潜力。通过对福州高校本科生的抽样调查,分析他们旅游目的、出游时段、出游方式、目的地、旅游信息获取情况和旅游消费状况等方面的特征。针对这些特征,提出相应的市场开发策略,加强网络营销,细分大学生旅游市场,打造性价比高、个性化的旅游产品,建立高校内部分销渠道,开拓大学生旅游市场。 With the popularization of higher education and the improvement of college students’ spending power, the tourism market for college students has great potential for development. Through the sampling survey of undergraduates in Fuzhou universities, this paper analyzes the characteristics of their travel purpose, travel time, travel modes, destinations, access to tourism information and tourism consumption status. In view of these characteristics, this paper puts forward the corresponding market development strategy, strengthens the network marketing, subdivides the tourism market for college students, builds the high cost performance and individualized tourism products, establishes the internal distribution channels in colleges and universities, and develops the college students tourism market.