随着互联网技术的普及,网络消费作为一种新兴的消费方式逐步渗透在人们的消费行为中,尤其是规模庞大、旅游动机强烈的大学生群体。本文选取山西省为案例地,对大学生旅游网络消费行为特征进行深入研究,并据此提出相应的营销策略。 With the popularization of Internet technology, online consumption as a new consumption mode gradually penetrates people’s consumption behavior, especially the large-scale and motivated group of college students. This paper selects Shanxi Province as a case study, conducts an in-depth study on the characteristics of college students’ traveling network consumption behavior, and puts forward corresponding marketing strategies accordingly.