公益旅游是我国近些年兴起的一种旅游形式,大学生作为未来公益旅游的主要力量对公益旅游的发展起到至关重要的作用。本文采用问卷调查法、统计分析法,对重庆市10所高校的大学生公益旅游认知情况进行了调查,研究发现:重庆市大学生对公益旅游的了解程度很低,呈现利己性和利他性共存的特性,认知渠道匮乏,出于利己性的动机,没有金钱和时间、不了解是制约公益旅游发展的主要因素。因此,应加强对大学生公益旅游的宣传,引导大学社团、民间志愿者服务组织与公益旅游项目对接,制定公益旅游产品时考虑群体差异,建立公益旅游地分类评级系统。 Public welfare tourism is a form of tourism that has arisen in our country in recent years. As the major force for future public welfare tourism, college students play an important role in the development of public welfare tourism. In this paper, questionnaire survey and statistical analysis were used to investigate the cognition of non-profit travel of college students in 10 colleges and universities in Chongqing. The study found that undergraduates in Chongqing have a low level of understanding of commonweal tourism, showing coexistence of self-interest and altruism Characteristics, lack of cognitive channels, out of self-motivated motivation, no money and time, do not understand is the main factor restricting the development of public welfare tourism. Therefore, it is necessary to strengthen the publicity of commonweal tourism for college students, guide the association of university students and non-governmental volunteer service organizations with the public welfare tourism projects, consider the group differences when formulating public welfare tourism products, and establish the classification rating system of public welfare tourism sites.