With China's economic development and the improvement of people's living standards, the university students' tourism market has gradually become an important segment and showed great vigor. Through the investigation of China’s university students, this article illustrates the status quo on the operation of E-commerce in university students' tourism market, analyzes the problems existing in the process of its rapid development, and finds out the demand characteristics of university students' tourism market. Combined with the existing tourism business models on E-commerce, this article also proposes the new operation mode of E-commerce which fits the demand characteristics of university students. It hopes to promote the long-term development of E-commerce in tourism industry.