Research on the Preferences of College Students Travel Destination Choice Based on SP

Tourist destinations are the center of urban tourism activities, and tourism activities have significant characteristics of remoteness. As an important carrier to communicate tourists from source to destination, traffic will inevitably have an important impact on the development of tourism. Based on the stated preference (SP) method, the experiment design was carried out with Changsha and Zhangjiajie as case sites, and a discrete choice model was constructed to conduct an empirical study on the preferences of high-speed rail(HSR) tourists, among college students, on various elements of tourist destinations. Investigate and study the impact of Changsha's Matthew effect caused by HSR on itself and Zhangjiajie. The final result found that popularity, reputation, cultural attributes, and connection tools have a significant impact on the choice of destinations for college students, while related infrastructure and reception facilities have little effect on tourists' destination preferences. Finally, according to the fitting results obtained by the discrete choice model, the tourism development of Changsha and Zhangjiajie is proposed Strengthen regional cooperation, and expand the tourism source market through internal and external linkages; Strengthen publicity and marketing efforts, and expand the tourism market share along the route.