Research On The Influence Of Green Perceived Value On Green Hotel Consumption Intentions

In response to the threat posed by environmental issues to the sustainable development of the economy and society,the country has proposed a path of green development.In this context,many hotel companies have transformed into green hotels.Consumers are a part of the system of measures to promote the development of the green hotel market.The occurrence of green consumption behavior is based on the trade-off of the value of green products.Therefore,this paper chooses to study the influencing factors of green hotel consumption intentions from the perspective of consumer perceived value,and tries to find a way to stimulate the development of green hotel.After reviewing relevant literature at home and abroad,this paper constructs a theoretical model of the relationship between green perception value,green trust and green hotel consumption intentions.The questionnaire was compiled based on the previous scholars' research scales,adjusted in accord with the research object.And the sample survey was conducted through the online questionnaire.377 sets valid data were statistically analyzed by using SPSS 22.0 and AMOS 22.0.The analysis results show that:(1)functional value,emotional value,social value,green value and economic value have a significant positive impact on green hotel consumption intentions;(2)functional value,emotional value,social value,green value and economy Value has a significant positive impact on green trust;(3)Green trust has a significant positive impact on green hotel consumption intentions;(4)Green trust plays a mediating role between functional value,emotion Value,social value,green value,economic value and green hotel consumption intentions.Based on the results of empirical research,this paper proposes four countermeasures for green hotel marketing management: First,green hotel companies should highlight the value of green hotels through technology and marketing tools.Green hotel companies should strive to make the value of different aspects of green hotels explicit to consumers by using various technological and marketing methods,so that consumers can quickly and accurately perceive the value provided by green hotels,which can stimulate their green hotel consumption intentions.Second,green hotel companies promote green hotel information through diverse media channels.Disseminating information about the company and the green hotel industry to consumers through various media channels such as TV,WeChat and Weibo will promote the transparency of green hotels.At the same time,green hotel companies should strengthen hotel customer relationship management and promote word-ofmouth communication among consumers.Third,they organize green theme activities on a regular basis to popularize green knowledge.Green knowledge can make consumers realize how green hotels protect ecological environment and protect consumers' physical and mental health.This will make green hotels attract more consumers' attention and strengthen consumers' trust in green hotels,which is conducive to promoting consumers' green hotel consumption.Fourth,green hotel companies should understand the characteristics of the target group and adopt strategies accordingly.Different consumer groups have different subjective perceptions of green hotel value.It is necessary for green hotel companies to carry out marketing and promotion activities according to the characteristics of different consumer groups.