With the rapid development of the sports tourism market, college students, as a significant consumer group, have attracted increasing attention in the study of consumption behavior. Through questionnaire surveys and interviews, this study systematically analyzes the characteristics and influencing factors of sports tourism consumption behavior among Chinese college students. The study finds that college students' motivation for sports tourism consumption is mainly driven by health and social needs, with consumption patterns showing a preference for team activities and cost-effective sports tourism projects. Information search and recommendations significantly impact their decision-making process. Moreover, satisfaction and loyalty analysis reveals that the quality of experience is the key factor determining their repeat purchase behavior. This study explores the comprehensive influence of personal background, social culture, economic conditions, psychological characteristics, and educational experience on consumption behavior, providing targeted marketing and educational strategies for sports tourism operators and higher education institutions.

Yubo Cheng, Bo Wang, Hongguo Guan. Study on the Characteristics and Influencing Factors Sports Tourism Consumption Behavior among College Students. International Journal of Frontiers in Sociology (2024), Vol. 6, Issue 7: 65-70. https://doi.org/10.25236/IJFS.2024.060711.

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