摘 要 近年来，伴随着经济快速发展带来的生活水平提高的同时，人们日益庞大的酒店住宿需求和资源环境水平不断下降的矛盾也日渐加剧，酒店业的市场竞争也越发激烈，在 21 世纪绿色消费观的带领下，实施绿色营销是酒店行业在当前激烈的市场竞争中取得竞争优势的有效途径。本文以厦门佰翔五通酒店为例，从酒店营销现状和消费者认知角度出发，通过国内外相关文献的研究，对酒店员工的访谈情况分析和消费者认知问卷调查的方法对酒店绿色营销现状以及消费者绿色消费认知情况进行分析，并针对酒店实施绿色营销过程中存在的问题提出解决对策。关键词：酒店业；绿色营销；消费者认知AbstractIn recent years, along with the improvement of living standards brought about by rapid economic development, the contradiction between people's increasing hotelaccommodation demand and the declining level of resources and environment has also intensified, and the market competition in the hotel industry has become more intense. Under the guidance of the concept, implementing green marketing is an effective way for the hotel industry to gain a competitive advantage in the current fierce market competition. This article takes Xiamen Wutong Pliport Hotel as an example, from the perspective of hotel marketing status and consumer perception, through the research of relevant literature at home and abroad, the analysis of hotel staff interviews and consumer perception questionnaires are Analyze the current marketing situation and consumers' awareness of green consumption, and propose solutions to the problems in the process of hotel green marketing.Key words：Hotel industry;green marketing; consumer perception目 录1 引 言······························11.1 研究背景与意义···························11.1.1 研究背景·····························11.1.2 研究意义··························...
