摘要:随着大学生可自由支配费用的提高和旅游业的发展，大学生对于旅游的个性化需求，现有的大学生旅游市场产品已逐渐不能满足大学生的旅游消费需求，由此可知大学生散客旅游方式具有一定的市场潜力，而现有的国内外学者虽然对大学生旅游市场进行过系统的研究，并提出了一些行之有效的营销策略，但针对大学生散客旅游市场的特征和需求并没有进行过深入的探讨。针对这一问题，本文将结合有关的营销理论和大学生这一特定的消费群体特征，分析大学生对旅游产业提出的新需求，并提出对旅行社开发大学生散客旅游市场有效地市场营销策略。

关键词：散客旅游；旅游行为特征；散客旅游营销策略

Abstract:As college students’ discretionary funds is improving and the development of tourism, college students demand for the individualization, existing college student travel market product has been unable to meet the students of consumption demand, although college student tourist market have a systematic study rely on domestic and overseas scholars and experts, and they have put forward some effective marketing strategy, but research to the characteristic and demand of college student individual tourist market are not existing. To this issue, this article will combine the marketing theory and college students this particular characteristics of the consumer groups, analysis of the university of the tourism industry proposed new demand, and put forward the development of the college student individual tourist effective marketing strategy.

Key　words：Individual Tourist; Behavioral Characteristics; Individual Tourist Marketing Strategy