试论海南旅游业的绿色营销

Green Marketing of Tourism in Hainan

绿色营销突出强调对于消费者以及人类社会长远利益的充分、科学和有效的关注。这种营销观念在我国旅游业中的应用渐受关注。论述了绿色营销在海南旅游业中的应用有着突出的紧迫性与现实的可行性,但其潜力尚未被科学、充分挖掘。提出了海南应该以循序渐进为指导策略,政府推动、市场拉动为刺激策略,全员参与、综合营销为执行策略,促进绿色营销在旅游业中的应用,推动生态省的建设,实现海南经济的可持续发展。

Green marketing emphasizes on the full, scientific and effective attention to consumers and the long-term benefits of the human society. This marketing idea is gradually valued in China's tourism. Application of green marketing in Hainan is of urgency and feasibility. This idea should be promoted step by step. Government pushing and market pulling should be regarded as stimulating strategies. All-people participation and synthetic policies should be carried out to promote the application of green marketing in tourism. Based on the implementation of above policies, ecological Hainan can be built and its sustainable development can be realized.