Analysis on the Marketing Strategy of Green Hotels Part II

Analysis on the Development Status and Countermeasures of Green Hotels in China

Abstract: Green hotels are a trend and a new development model of the hotel industry. In order to enhance the competitiveness of the hotel and have a long-term foothold in the hotel industry, it is necessary to be unconventional and enhance the core competitiveness. Green hotel is such a new hotel that saves energy as much as possible, maximizes benefits and minimizes pollution. Green hotel is an important trend of hotel industry development in the future. The construction of green hotel in China is not perfect enough, and it still needs to be explored and developed continuously. This paper analyzes the present situation of green hotels in China and puts forward corresponding measures.

Keywords: green hotel; Sustainable development; Comprehensive competitiveness

Chinese library classification number: F591 document symbol code: a article number: 1673-291X(2113)31-1277-12

Hotel industry is the pillar industry of tourism, and in recent years, the competition in hotel industry has become more and more fierce. Now society? Green? It has become a development trend. What does the hotel industry do? High energy consumption, high emissions and high pollution? Our industry should be transformed to conform 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 it is also a difficult process to create a green hotel, especially in China, a country with a large population. In order to seek immediate benefits, many hotels only do superficial work, and the hotel management is not thorough and has not produced practical benefits. Therefore, the current task is to establish a truly green hotel.

First, the connotation of green hotel

What is a green hotel? Eco-efficient hotel? It refers to applying the concept of sustainable development to green management of hotels, advocating customers' green consumption and making full use of existing resources, which not only protects the ecological environment but also benefits customers' health, so as to maximize social and economic benefits.

Second, the significance of creating a green hotel

1. Enhance the visibility of the hotel. Creating a green hotel can improve the internal management facilities, realize the coordinated development of economic benefits and environmental benefits while meeting the needs of consumers, so as to win the support of consumers, establish a good hotel image and win wide popularity.

2. Improve competitiveness. The implementation of green hotel will introduce many advanced technologies and management methods. It can not only save energy, but also make the hotel obtain higher economic and environmental benefits, so that the hotel can provide better service at the same price as other hotels, thus enhancing its comprehensive strength and improving its competitiveness.

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

Third, the development status of green hotels in China

Green hotels have been widely spread in the west, and most hotels have achieved green management, but in China? Green hotel? Or a relatively new vocabulary, although most hotels have realized the significance of green management, but most of them have not really realized it? Green? Management. Green Hotel will have a long anti-war road in China.

1. The external environment and internal facilities of the hotel. At present, the green hotel in China is still in the exploratory stage, and it is difficult to achieve the real meaning in the construction of the hotel first? Green hotel? . Not highlighted in the external environment of the hotel? Green? The theme, didn't create one? Green? The environment; Considering the price of the hotel's external construction and internal facilities, many hotels prefer to choose ordinary materials rather than low-carbon building materials, which greatly hinders the promotion of green hotels in China.

2. Use of disposable consumables. Nowadays, the pace of people's life is getting faster and faster, people are used to the use of disposable consumables, and many consumers think that they have the right to use them when they consume them, so a large part of consumables cannot be completely replaced with recyclable products. This has caused great difficulties in recycling, and the cost of recycling can not be underestimated.

3. The management of relevant measures is not in place. Some hotels have a lot of management measures, but few of them are really implemented. There are many forms and ways, but they only stay on the surface. There are still many problems inside the hotel. Due to the lack of understanding, some hotels are only green hotels on the surface, but in fact they have not changed much.

4. Employees lack relevant knowledge training. Due to the lack of systematic training for employees, employees don't know enough about green hotels, which leads to employees often ignoring some details, and green hotels can't really be implemented.

5. consumers don't know enough. Consumers in China generally have low awareness, and most people's thoughts are still in a conservative stage. Many people think that if you spend money, you should spend it as much as possible, without wasting it; This kind of thinking leads consumers not only to save but also to waste. Most consumers also disapprove of green consumption. They think that the current consumption will not have a negative impact on society, so there is no need to change the current consumption mode. This has brought difficulties to the implementation of green hotels.

Fourth, effective measures to build a green hotel

1. Build a green environment atmosphere. First of all, the external environment of the hotel should be prominent? Green? 、? Environmental protection? The concept of. The exterior of the hotel should be beautified and afforested vigorously, and flowers and green trees should be used 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 hotel building materials to reduce carbon dioxide emissions, improve energy efficiency and reduce the use of stone energy. Secondly, establish various green signs inside the hotel to make guests feel the green atmosphere more deeply. You can make some green tips in every corner of the hotel and make some cartoon manuals to create a green hotel, so that tourists can feel the green atmosphere. Third, build green rooms. Provide customers with safe, comfortable and environmentally friendly accommodation. It is forbidden to use contaminated materials in guest rooms, and cotton fabrics are used for sheets and bedding. Smoking is prohibited in guest rooms, and special smoking places are set up inside the hotel; When cleaning the room every day, open the doors and windows to ventilate and reduce the use of air conditioning. Finally, use green food. Strictly select green raw materials, green vegetables and green environment-friendly raw materials, ensure safety, hygiene and pollution-free during the whole process of food storage and completion, do not provide customers with national protected animal dishes, and promote green food to customers.

2. Use green facilities. A real green hotel should make customers feel it in every corner of the hotel? Green? . Green hotels should 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 instead of all plastic bags, thus causing less pollution; Placing some small green plants in the corridor or guest room will not only purify the air but also bring good mood to the guests; Replace the old facilities and equipment with new devices to save energy, such as energy-saving lamps and induction lamp in public areas; Using the induction elevator, the elevator will automatically slow down when no one is using it, thus saving electricity; Adopt induction faucet, and the bathroom adopts induction flushing; Use solar energy to supply water as much as possible; Use phosphorus-free washing powder with less pollution; Reduce the replacement times of sheets and quilts with the consent of guests; Transform the oil separation device in the kitchen to remove the foul smell and isolate the environmental pollution; Update the sewage screen device to improve the sewage treatment capacity and effect; Reduce the use of disposable consumables and encourage guests to bring their own; Use degradable materials and reusable tableware.

3. Train employees. The establishment and implementation of green hotels can not be separated from the active cooperation of employees, so hotels should provide appropriate training and education to employees, change their consciousness and attitude, and let employees have a concept of cherishing resources and protecting the environment. Organize employees to conduct a pair? Green hotel? The study and training of relevant knowledge will enable employees to have the understanding of protecting the environment and cherishing resources. Organize employees to go to major universities together? Green hotel? Visit and study, encourage employees to actively participate, put forward their own opinions and suggestions, make employees realize the importance of creating green hotels and actively integrate into the creation of green hotels, publicize green hotels to customers, advocate green consumption, and constantly improve hotel management, so that green hotels can achieve sustainable development, thus strengthening their competitive advantage.

4. provide green services. Hotel staff should have a deep understanding of the green hotel and have great enthusiasm for the implementation of the green hotel, pay attention to communicating with guests and actively promote the green hotel to customers. Set small green signs on the corner of the table or on the menu to advocate customers' green consumption; Actively recommend green and high-quality meat and vegetables to customers; Advise guests to order in moderation and eat as much as possible to reduce unnecessary waste. Non-smoking areas should be set up in hotel rooms and restaurants. Put a customer opinion inquiry form on the dining table or guest room, and let the guests write down their opinions and suggestions. Actively publicize the benefits of green consumption to customers and advocate customers to choose green products.

5. Brand marketing. At present, many consumers don't know much about green hotels, so hotels should take a series of measures to publicize the concept of safety, health and environmental protection of green hotels, which can improve the visibility of hotels and attract more customers. Establish a good hotel image, so that customers can feel the importance of green hotels and the quality service of green hotels. Let customers trust the green hotel after consumption, so as to win a broader market. Building the brand of green hotel can improve customers' understanding and affirmation of the hotel, improve customer satisfaction, win customers' respect and trust, thus forming brand loyalty, which is also conducive to brand expansion and market promotion.

6. Strengthen the education of green consumption concept. Only by letting people know more about green hotels and realize the necessity of their development can they develop green hotels better. The green consumption concept will also have profound significance for the teenagers in China. Teenagers are the builders of the future society, so they should be educated in green consumption from an early age, so as to drive people around them to consume green.

7. the government actively guides. The government plays a decisive role in macro-control. Hotel is the window of a city, and the green hotel is a new type of hotel that conforms to the trend of the times, is pollution-free and highly operational. 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 also relatively strong, and the people have a very high degree of trust in the government, which is conducive to the promotion of green hotels.

8. Guide customers to consume green. Green hotels have just become popular in China, and it is normal for customers to have a poor understanding of green hotels. We should publicize the benefits of green hotels to customers through some brochures or advertisements. Show customers that the green hotel not only helps the hotel to save resources and gain benefits, but more importantly, it provides customers with a comfortable environment and healthy and green food, and provides customers with value-added enjoyment. Hotel service personnel should also encourage customers to spend reasonably at any time, give some rewards to outstanding customers, and let customers gradually and consciously consume green.

References:

[1] Huang Xiuwei. Analysis of the shortcomings and solutions in establishing green hotels [J]. China New Technology and New Products, 2119, (4).

[2] Ma Yue. The present situation and development of green hotels from the perspective of low-carbon economy [J]. Small and medium-sized enterprise management and technology, 2112, (25).

[3] Li Xian. Discussion on sustainable development of green hotels in China [J]. Resources and human settlements, 2111, (8).

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

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