Factor Analysis of College Students' Travel Motivations in the Tourist City: A Case Study for College Students in Taian City

The travel motivations studies are necessary for the tourist behavior studies; both tourist market performance measurement and tourism marketing plan depend on travel motivations studies. In this article, the travel motivations of the college students from four universities in Taian city were investigated. The college students' travel motivations were divided into six types by using factor analysis and ANOM (Analysis of Means). The results showed that decompression type. learning type. amusement type were the primary tourism motivations of the college students. the decompression type became the all-important motivations gradually. Maybe the causation was the increasing pressure from the family, school and social environment. The Taian city is famous for the Mount Taishan, mountain traveling can offer the decompression tourism environment. It indicated that the local tourism environment could impact the college students' travel motivation directly.