As an active force of a new generation of young tourists, college students are gradually being paid attention to, and graduation tourism, as a form of tourism, first appeared in Europe and America, and only appeared in China at the beginning of this century. However, with the development of the times, more and more college students have joined the graduation tour team for social, relaxing and commemorative reasons. However, the special status of college students leads to their differences in economic, physiological and psychological factors in tourism activities. This paper discusses the influencing factors of this group's choice of destination in graduation tourism, in order to promote the better development of this emerging tourism market.

I. Research status quo

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China's research on college students' graduation tourism started? In the evening, Zhao Zan takes college students in Nanning as an example, and through the investigation of their consumption behavior characteristics of "graduation trip", analyzes the main factors that affect college students' travel willingness and travel expenses. Ding and others start with market characteristics and marketing strategies, thus guiding the industry to design and plan more travel plans suitable for college students' graduation tourism; Liu Xiuzhen and Zheng Guangrong, after inspecting the graduation tourism of four universities in Guangdong, put forward suggestions on how to better develop graduation tourism from three aspects: schools, local governments and tourism enterprises. On the other hand, the research on college students' tourism purpose in China started a little earlier, but few scholars have studied this direction. Qu Gen takes Guilin university students as an example to sum up that the characteristics, expenses, popularity, traffic and location of tourist destinations are decreasing, which affects the choice of tourist destinations for college students. Yan Song studies the influence of college students on the choice of tourist destinations from the perspective of consumption behavior, thus providing a perspective for better constructing the college students' tourism market. By investigating the factors of college students' travel choices, He Chuxi listed the celebrity idol effect as the primary condition for college students to choose their travel destinations.

Second, the survey object and method

In this study, college students in Yangzhou city were investigated, and the influencing factors of graduation tourism destination selection decision were mainly investigated. In order to ensure the accuracy of the survey and improve the reliability of the survey results, the author interviewed 30 people on a small scale before designing the questionnaire, and finally designed the questionnaire through two channels: field distribution and online distribution. * * * 65,438 paper questionnaires were distributed, 92 paper questionnaires were recovered, and 82 questionnaires were filled online, totaling 174 questionnaires, of which 65,438 were valid.

This questionnaire is divided into three parts. The first part is the basic information statistics of the respondents. Because the monthly income in the usual questionnaire is aimed at college students, it is changed to a survey of living expenses, and the options are confirmed by the results of previous interviews. The second part is an overall evaluation of the possibility of influencing college students' choice of tourist destinations. The third part lists 27 influencing factors through interviews and literature review. By using the method of factor analysis and the five-point scale of iLkert, the respondents have five choices for the 27 influences, namely, the total difference of 65,438+0, the total difference of 2, the uncertainty of 3 and the comparative coincidence of 2.