According to the AMA poll, the majority of parents were completely unaware that tour companies market spring break destinations directly to students, with heavy emphasis on partying. When they were told, 88 percent of parents and 71 percent of adults voiced outrage over the tactics.

The survey also revealed that half of all college students say great bars and a location's reputation for wild partying are important factors in choosing their spring-break destination.

The findings from the survey are being released by "A Matter of Degree: The National Effort to Reduce High-Risk Drinking Among College Students," a program of AMA that is funded by the Robert Wood Johnson Foundation.

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