Author(s)

Cizhen Yu ¹

Affiliation(s)

¹ Guizhou University of Commerce, Guiyang, Guizhou, 550014, China

Corresponding Author

Cizhen Yu

ABSTRACT

The COVID-19 pandemic has had a severe impact on China's economy and tourism industry. This study focuses on college students in Guiyang City to explore the current situation and trends of the college student tourism market after the pandemic. The survey data shows that college students' interest in tourism is constantly growing, and it has become one of their main leisure activities. After the pandemic, college students in Guiyang City have shown a stronger willingness to travel. Most families are open to their students' travel plans but have concerns, and college students generally have psychological worries as well. Their travel budget mainly falls within the range of 1000 yuan, with the main expenses coming from the living expenses provided by their parents. College students prefer short-distance trips and choose to travel during statutory holidays and summer vacations. However, the college student tourism market still faces problems such as homogeneity, insufficient promotion, and unstable services. To improve this situation, this study proposes four suggestions: differentiated product development, personalized promotion and brand building, providing high-quality services and strengthening employee training, promoting weekend trips and nearby tours to promote the healthy development of the college student tourism market.

KEYWORDS

COVID-19 pandemic, college student tourism, travel willingness, brand building

CITE THIS PAPER

Cizhen Yu, Post-epidemic Situation and Suggestions for College Students' Tourism—Taking Guiyang City as an Example. Tourism Management and Technology Economy (2023) Vol. 6: 63-69. DOI: http://dx.doi.org/10.23977/tmte.2023.060609.

REFERENCES

[1] Anderson, R. M., Heesterbeek, H., Klinkenberg, D., & Hollingsworth, T. D. (2020). How will country-based mitigation measures influence the course of the COVID-19 epidemic. The Lancet, 395(10228), 931-934.
[2] UNWTO. (2022). Tourism Highlights 2021 Edition. World Tourism Organization (UNWTO).
[3] The World Bank. (2022). Global Economic Prospects, January 2022. The World Bank.
[4] Zheng Shaorong, Huang Xuemei, Lai Jiayin, etc. Research on the willingness of college students' tourism consumption behavior after the epidemic - taking college students in Guangzhou as an example [J]. Northern Economy and Trade, 2022 (03): 157-160.
[5] Jiang Yan .Research on the Post-Epidemic College Student Tourism Market and Development Strategies [J]. Modernization of Shopping Malls, 2023(12): 144-146. DOI: 10.14013/j.cnki.scxdh.2023.12.018.

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