A brief analysis paper on green hotel marketing strategies (2)

Brief Analysis of Green Hotel Marketing Strategies Paper 2

"Analysis of the Development Status and Countermeasures of China's Green Hotels"

Abstract: Green hotels are the key to the development of today's hotel industry A trend is a new development model of the hotel industry. If you want to enhance the competitiveness of your hotel and have a long-term foothold in the hotel industry, you must be innovative and enhance your core competitiveness. A green hotel is a new type of hotel that saves energy consumption as much as possible, maximizes benefits, and minimizes pollution. Green hotels are an important trend in the future development of the hotel industry. The construction of green hotels in China is not perfect yet and still needs continuous exploration and development. Analyze the current situation of green hotels in China and propose corresponding measures.

Keywords: green hotel; sustainable development; comprehensive competitiveness

CLC classification number: F590 Document code: A Article number: 1673-291X(2013)31-0277 -02

The hotel industry is a pillar industry of the tourism industry. In recent years, competition in the hotel industry has become increasingly fierce. Now society "green" has become a development trend. As an industry with high energy consumption, high emissions and high pollution, the hotel industry must change its appearance to adapt to the development of society. The establishment of green hotels not only conforms to the development of society, but also is a process of increasing market competitiveness. But creating a green hotel is also a difficult process, especially in a country with a large population like China. In order to seek immediate profits, many hotels only do superficial work, and the hotel management is not thorough and does not produce actual benefits. Therefore, the current task is to build a green hotel in the true sense.

1. The connotation of green hotels

Green hotels, also known as "eco-efficiency hotels", refer to the use of sustainable development concepts to conduct green management of hotels and advocate green consumption by customers. Make full use of existing resources to not only protect the ecological environment but also benefit the health of customers, thereby maximizing social and economic benefits.

2. The significance of creating a green hotel

1. Enhance the hotel’s popularity. Creating a green hotel can improve internal management facilities, achieve coordinated development of economic benefits and environmental benefits while meeting the needs of consumers, thereby winning the support of consumers, establishing a good hotel image, and gaining widespread popularity.

2. Improve competitiveness. The implementation of green hotels will introduce many advanced technologies and management methods. Not only can it save energy, it can also enable the hotel to obtain higher economic and environmental benefits, allowing the hotel to provide better services at the same price as other hotels, thus enhancing the overall strength and improving the hotel's competitiveness.

3. Improve economic benefits. Through advanced management methods, hotels not only gain more marketing opportunities, but also save energy consumption, reduce unnecessary expenses, and reduce waste emissions, thereby improving the quality of hotel products and maximizing benefits.

3. The development status of green hotels in China

Green hotels have been widely spread in the West, and most hotels have implemented green management, but in China? Green hotels? They are still a It is a relatively new vocabulary. Although most hotels have realized the significance of green management, most of them have not truly implemented "green" management. Green hotels will also have a long anti-war path in China.

1. The hotel’s external environment and internal facilities construction. At present, China's green hotels are still in the exploratory stage. First of all, it is difficult to achieve a true "green hotel" in terms of hotel construction. The "green" theme is not highlighted in the hotel's external environment and a "green" environment is not created; due to price considerations in the hotel's external construction and internal facilities, many hotels prefer to choose ordinary materials and do not The choice of low-carbon building materials has greatly hindered the promotion of green hotels in China.

2. The use of disposable consumables. In today's society, people's pace of life is getting faster and faster. People have become accustomed to the use of disposable consumables, and many consumers believe that they have the right to use them after they consume them. Therefore, a large part of consumables cannot be completely replaced with reusable ones. Recycling products. This makes recycling very difficult, and the cost of recycling cannot be underestimated.

3. Relevant measures and management are not implemented in place. Some hotels have many management measures but few are actually implemented. There are many forms but only on the surface. There are still many problems within the hotel. Due to lack of awareness, some hotels are only green hotels on the surface, but in fact they have not changed much.

4. Employees lack relevant knowledge training. Because the hotel has not provided systematic training to its employees, employees do not have enough understanding of green hotels. As a result, employees often overlook some details, and green hotels cannot truly be implemented.

5. Consumers have insufficient understanding. Chinese consumers generally have low awareness, and most people are still in a conservative stage of thinking. Many people think that after spending money, they should consume as much as possible and not use it in vain; this kind of thinking leads consumers to not only fail to save but even to waste.

Most consumers do not agree with green consumption. They believe that current consumption will not have a negative impact on society, so there is no need to change current consumption patterns. This brings difficulties to the implementation of green hotels.

IV. Measures to effectively build green hotels

1. Create a green environmental atmosphere. First of all, the external environment of the hotel should highlight the concepts of "green" and "environmental protection". The exterior of the hotel should be vigorously beautified and greened, using flowers and green trees to create a pleasant environment that is integrated with the hotel without damaging the surrounding environment; low-carbon building materials can also be used in the building materials of the hotel to reduce carbon dioxide emissions and improve Energy efficiency, reducing the use of fossil energy. Secondly, various green signs are established inside the hotel to allow guests to feel the green atmosphere more deeply. You can make some green prompts in every corner of the hotel and make some comic booklets about creating green hotels to let tourists feel the green atmosphere. Again, build green guest rooms. Provide customers with safe, comfortable and environmentally friendly accommodation. Pollution-containing materials are prohibited in guest rooms, and cotton sheets and bedding are used. Smoking is prohibited in guest rooms, and special smoking areas are set up inside the hotel. When cleaning the room every day, open doors and windows for ventilation to reduce the use of air-conditioning. use. Finally, use green foods. Strictly select green raw materials, green vegetables and green environmentally friendly raw materials, ensure safety, hygiene and pollution-free throughout the entire process from food storage to completion, do not provide customers with nationally protected animal dishes, and promote green food to customers.

2. Use green facilities. A truly green hotel should make customers feel "green" in every corner of the hotel. Green hotels must not only use environmentally friendly materials in large facilities, but also reflect energy conservation and environmental protection in small links. Hotels can use paper bags to replace all plastic bags, thereby reducing pollution; placing some small green plants in corridors or guest rooms will not only purify the air but also bring good mood to guests; replace old facilities and equipment with new devices, thus Save energy, such as using energy-saving lamps and sensor lights in public areas; using sensor elevators, which will automatically slow down when no one is using them, thereby saving electricity; using sensor faucets and sensor flushing in bathrooms; Use solar power to supply water; use phosphorus-free laundry detergent with less pollution; reduce the number of bed sheets and quilt covers with the guest's consent; renovate the kitchen oil separation device to remove stench and isolate environmental pollution; update the sewage screen device to improve the quality of sewage Processing capacity and effect; reduce the use of disposable consumables and encourage guests to bring their own; use more degradable materials and reusable tableware.

3. Train employees. The establishment and implementation of green hotels cannot be separated from the active cooperation of employees. Therefore, hotels must provide appropriate training and education to employees, change their awareness and attitude, and let employees have a concept of cherishing resources and protecting the environment. Organize employees to learn and train on "green hotel" related knowledge, so that employees have the awareness to protect the environment and cherish resources. Organize employees to visit major green hotels, encourage employees to actively participate, put forward their own opinions and suggestions, let employees realize the importance of creating green hotels and actively integrate into the creation of green hotels, and promote green hotels to customers , advocate green consumption, constantly improve hotel management, enable green hotels to achieve sustainable development, thereby strengthening the competitive advantages of green hotels.

4. Provide green services. The hotel's internal staff should have an in-depth understanding of green hotels and a high degree of enthusiasm for the implementation of green hotels. They should pay attention to communicating with guests and actively promote green hotels to customers. Set up a small green sign on the corner of the table or on the menu to advocate green consumption by customers; proactively recommend green, high-quality meat and vegetables to customers; advise customers to order in moderation and eat as much as they want to reduce unnecessary waste. Smoking-free areas must be set up in hotel rooms and restaurants. Place a customer feedback form on the dining table or in the guest room for guests to write down their opinions and suggestions. Actively promote the benefits of green consumption to customers and encourage customers to choose green products.

5. Brand marketing. At present, many consumers do not know much about green hotels, so hotels must take a series of measures to promote green hotels and promote the safety, health, and environmental protection concepts of green hotels, which can increase the hotel's popularity and attract more customers. Establish a good hotel image and let customers feel the importance of green hotels and the high-quality services of green hotels. Let customers have trust in green hotels after consumption, thereby winning a broader market. Building a green hotel brand can improve customers' awareness and recognition of the hotel, improve customer satisfaction, win customers' respect and trust, thereby forming brand loyalty, and is also conducive to brand expansion and marketing.

6. Strengthen education on green consumption. Only by allowing the masses to have a deeper understanding of green hotels and realize the necessity of green hotel development can green hotels be better developed. The green consumption concept will also have profound significance for Chinese teenagers. Young people are the builders of the future society. They should receive education on green consumption from an early age, thereby motivating those around them to consume green.

7. The government provides active guidance. The government plays a decisive role in macro-control. Hotels are the windows of a city. Green hotels are a new type of hotels that conform to the trend of the times, are pollution-free and have high operation. The government should strengthen the publicity of green hotels, show the charm of a city and publicize the importance of green consumption to people.

Moreover, the government is relatively powerful and the public has a very high degree of trust in the government, which is helpful for the promotion of green hotels.

8. Guide customers to green consumption. Green hotels have just become popular in China, and it is normal for customers to not fully understand green hotels. We need to promote the benefits of green hotels to customers through some brochures or advertisements. Showing customers that green hotels not only help the hotel save resources and gain benefits, but more importantly, provide customers with a comfortable environment and healthy, green food, and provide customers with value-for-money enjoyment. Hotel service staff should also encourage customers to consume rationally at any time, and give some rewards to customers with outstanding performance, so that customers can gradually consciously consume green.

References:

[1] Huang Xiuwei. Analysis of shortcomings and solutions in creating green hotels [J]. China New Technologies and New Products, 2009, (4).

p>

[2] Ma Yue. Current status and development of green hotels from the perspective of low-carbon economy [J]. Small and medium-sized enterprise management and technology, 2012, (25).

[3] Li Xian . Discussion on the sustainable development of green hotels in China [J]. Resources and Human Settlements, 2011, (8).

About the author: Wang Xiaoni (1992-), female, from Dalian, Liaoning, undergraduate, engaged in tourism management research.

?