绿色消费视野下的旅游业营销策略探究

On Green Consumption under the Tourism Marketing Strategy

在影响绿色消费行为的四个因素中,绿色消费意识的影响最为直接,价值观影响更为深远,环境知识与消费者感知障碍的影响因人而异,据此,提出绿色消费行为决策机制理论模型:消费者形成了对绿色消费的态度,达成绿色消费意愿,从而最终影响了消费者的绿色消费行为;依据各项调研数据,分析当前我国居民绿色消费行为的现状及其成因;从个人与心理两个角度,归纳影响旅游业绿色旅游消费行为的主要因素;探讨我国旅游业的绿色营销战略。

In the four factors that affect green consumption behavior, the influence of green consumption consciousness is the most direct, values influence is more profound, environmental knowledge and consumer perception disorders vary from person to person, on this basis, put forward the green consumption behavior decision-making theory model： consumers form on green consumption attitude, a green consumption desire, and finally influence the consumers＇ green consumption behavior; then based on the survey data, analyzes the present situation and causes of current our country residents＇ green consumption behavior; then, from two aspects of personal and psychological, sums up the main factors the impact of tourism and green tourism consumption behavior; finally, according to the related theory and practice, discusses our country tourism green marketing strategy.