摘要：青年学生们在经历过一连串疲惫劳累的应试高考的洗礼后，迎接他们的便是精彩舒适，自由奔放的大学生活。他们开始拥有了许多可自由支配的时间和金钱，开始交往五湖四海的朋友，开始追求新事物的刺激，而这一切便经由旅游来帮助他们实现。虽然大学生们有强烈的出游愿望，但他们还缺乏一定的旅游经验，还缺乏一定的旅游知识，往往尽兴出去败兴而归，这也揭示了大学生旅游市场开发的严重不足。因此本文通过调查、走访等方法来研究大学生旅游市场存在的问题，如旅游范围窄小和旅游产品单一、大学生对旅游目的地了解缺乏主动性、普遍大学生缺乏主见性及分辨性等，并分析造成其地位下滑和被漠视的原因。目的是通过正确地分析大学生的心理特征来对广东地区大学生旅游市场进行有效的开发，提出了可行性的策略，如建立大学生旅游市场的网络体系，开拓大学生旅游市场潜在的人力优势，针对市场特性研发多种旅游方式等，希望能对广东大学生旅游市场的开发提供积极的建议。

关键词：广东，大学生，旅游市场，开发

Abstract：Graduating from boring and tiring high school, teenagers are glad to go to the exciting and free life of college. They usually have a lot of time and money to spend, and then they love to seek what are exciting to make friends. However, they make these come true by tourism. Though the college students have strong feeling to go out for fun, but they lack experience and knowledge of tourism, and they fail to go for vocation finally. As a result, the article will discuss the problem and the reason why the tourism market fall down. And by analyzing the psychology characteristic of college students the tourism market would develop availably.And summarized by the survey questionnaire appears Students Travel Market this problem, such as tourism and tourism products narrow the scope of a single, college students understand the lack of initiative for tourism destinations, the general lack of assertive sexual and tell students and so on.And summarize the issues raised against the feasibility of the strategy, such as the establishment of university students travel market network system, to develop the tourism market potential students manpower advantage for the market features a variety of tourism research methods.

Key words：Guangdong;college student tourism market;development

　　　xx假期旅行社立足校园，以大学生这一特殊群体为目标消费者，致力于通过一系列营销战略战术成功进军大学生市场。本策划书是对学子假期旅行社创立、投入的一个项目策划。目的在于让学子假期旅行社这一品牌成功打进广州的大学生市场，并进而推广至全广东乃至全中国。本策划书的结论主要有以下几点：

　　　1、大学生旅游市场具有巨大潜力，需好好把握；

　　　2、需掌握大学生旅游消费的主要特点，“对症下药”，开发新产品；

　　　3、开拓思想，采取独具特色的营销策略；

　　　由于项目的实际运作还没有正式开始，该方案在现实的执行中某些环节需实事求是地加以细化和改进