A study on the undergraduate lifestyle and domestic travel behavior in China

To analyze the market according to the lifestyles can help the enterprises to aim at the target market and in turn make effective marketing strategies. Based on the survey data of 404 students in Xiamen University, this paper provides insight into the undergraduate travel behavior by market segmentation method that based on their lifestyle. The findings of the research indicate the Chinese undergrads market can basically be divided into 3 groups: Socially oriented, budget concerned, and independent minded. People living different lifestyles show little difference in aspects like gender, age, grade, faculty, etc, however, it becomes obviously distinctive when looking into the financial data which shows the sum each group spend on entertainment. The result reflects the similar phenomenon that different lifestyle segment will lead to diversification in traveling consumption.