Research On Hotel Green Marketing Model In The Customer Perspective

With the development of the procession of industrialization and social economy, people have improved their living standard gradually. At the same time, people still pay more attention to their existing environment, which contaminated by the effect of industrialization. Hence, with the penetration of concept of "sustainable development", "green consumption", and "green marketing, into the mind, people have appealed for environmental protection and saving energy. Such impact still affected journal industry. "Green hotel", on the basis of not destroying natural ecological balance, exactly accommodate the demand of the times.Green marketing is a new marketing concept. It is a new process of marketing activity which covers two centuries. Essentially, green marketing of restaurant industry is based on the management leading thoughts of environment protection. With green consumption as their starting point, restaurants should do marketing using green culture as their core culture and satisfy consumers' green consumption needs to realize their management targets. For a long-term development, green marketing is a necessary choice for restaurants in our country.The article builds the logical structure of green marketing model in customer perspective and designs the hotel green marketing implementation model. This model is based on the circular economy, external economic, game theory, the theory of sustainable development and the realistic foundation of implementing green marketing model. The model emphasizes that restaurants and customers co-ordination of social development, the customer value, using two-way transmission mode, and creating "learning organization" are the guiding principles.The hotel green marketing model in customer perspective, starting with the demand from customers, takes care of the hotel, customers and ecological benefits. The model has some advantages that the models in the government or the business perspective do not have. Government-oriented green marketing model emphasizes that the government action, policies and regulations determines the level of green marketing, making the main micro-enthusiasm lacking of initiative. Business-oriented green marketing model is difficult to implement. The hotel green marketing model in customer perspective takes care of the hotel, customers and ecological benefits. The hotel should establish customer database and using two-way communication mode. And the customer feedback information will be stored in the database, the feedback from customers as a reference for the dissemination through this cycle repeatedly in the process. The purpose is making the hotel, customers and the community to establish long-term good relations.