摘要:随着社会的发展，网络不断深入人心，对旅游者的消费环境发生了改变。网络为旅游消费者提供了充分满足其个性需求的物质和技术条件，并促使旅游消费方式发生改变，最终形成了新的旅游消费模式——旅游网络消费。旅游网络者的学生的旅游市场是整个旅游市场的重要组成部分，大学生旅游网络消费是有特点与规律的，通过对重庆大学城高校学生的发放问卷调查，并且查阅国内外关于高校学生旅游网络消费行为有关的研究资料，对重庆大学生旅游网络消费行为特征进行了仔细的分析，通过研究分析，希望能有效地引导高校学生旅游网络消费，开拓国内高校学生的旅游市场的潜力。

　　　本论文以消费者行为的有关理论为指导，在总结分析了网络消费的发展态势及其在旅游领域广泛应用的基础上，通过对影响旅游者网络消费行为因素的分析，归纳出旅游者网络消费行为的特征。，并在行为特征研究的基础上得出营销理念和旅游网站建设两个方面旅游网络营销的启示。

关键词: 重庆大学城   网络营销  学生 旅游网络消费行为

Abstract:With the development of the society, the network continuously thorough popular feeling, for tourist consumption environment has changed. Network provides travel consumers fully meet the personality requirements of material and technical conditions, and promote tourism consumption pattern change, eventually formed the new tourism consumption model, network consumption. Tourism network tourism market of students is an important part of the whole tourism market, tourism college students network consumption has characteristics and laws, through a questionnaire survey of college students from Chongqing university, and at home and abroad about university students' tourist network consumer behavior research relevant information, network for college students in Chongqing tourism consumer behavior characteristic has carried on the careful analysis, through the research analysis, hope to be able to effectively guide the university students' tourist consumption network, develops the domestic college students tourism market potential. 

　　　This thesis with consumer behavior related theory as the instruction, the network consumption development situation were analyzed and summarized in this paper and its wide application in the field of tourism on the basis of, through the analysis of network consumer behavior factors that influence tourists, summing up the characteristics of tourist network consumer behavior. And behavior characteristics of the study was made on the basis of marketing concept and tourism website construction two aspects of tourism network marketing enlightenment. 

Keywords: Chongqing university city；Network Marketing； Student ；Travel network consumer behavior