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The Importance Of Sustainability Marketing In Hotel Industry

Tourism development depends upon the neighborhood environment, but the hotel as a pillar industry of tourism, on environmental safeguard and acceptable use of resources made â‹â‹attempts directly related to the development of tourism and have an impact on the sustainable development of society.

2. Review on Sustainability Marketing

Since 90s, a influx of green trend is sweeping the world and the idea of lasting development has been little by little accepted by the individuals. Nowadays, sustainability becomes a hot matter and main theme of 21st century marketing for hotel industry, because the near future hotel development will be more focus on safeguarding the total amount of ecological environment, saving energy and reducing air pollution, but that is only one hand. On the other, additionally it is being an important role in the online marketing strategy for any business. Especial in the current highly competitive hotel industry, how to distinguish self applied from others and operate a long-term successful business becomes a question for any hotels management. Let's discuss from the external and inside factors first which influences hotel sustainability.

2. 1 External and Internal Factors

Within the hotel industry, there are numerous ways we can talk about how exactly to do sustainability, for example, recycling newspaper, changing normal light bulbs to energy conservation light bulb, using non-polluting materials etc. But those measures only can help in some small ways, sustainability is a much wider theme we can discuss. It is constituted with exterior and inside factors. You will discover six areas are illustrated joining together within an environment of financial success, sociable responsibility, and ecological health (Daub & Ergenzinger 2005), and that six areas include location, marketing, human resources, empowerment, source management and produce management. These are not the one elements that management must consider but it can give some indication of the value of each component in a linked environment. (Holmberg, J. 1992). Besides those external factors, environmental management, drinking water management and energy management as important internal components direct influences hotel environmental sustainability. Through the entire factors, the sustainability development of the global hotel industry isn't just direct impact by internal factors, but exterior factors as a strategy element will assist a hotel business go beyond.

2. 2 Definition of Sustainability Marketing

The World Fee on Environment and Development (WCED) defined "sustainable development" as "development which fits the needs of the present without compromising the power of future technology to meet their own needs. " (Brundlland Commission payment Report, 1987). This is a general justification connect with all field. However in a business framework, ecological development means going for a triple bottom line (people, planet and earnings) approach so that the business actions its success not only on financial performance, but on its environmental and public performance too (Csreurope. org 1999). The Langham in Shanghai presently installing LED display screen for each and every hotel room, and it will screen each room's energy intake index (ECI), supposing hotel establish 150 point as the average ECI, if the index of the guest's room below this average value, every point that lower than the common index, it can exchange to the same hotel credit value, visitor can consume goods within hotel by using this credit value.

2. 2. 1 Different between Green Marketing and Sustainability Marketing

Many people define ecological marketing as green marketing. But from the definition between these two words, they still have delicate difference. Green marketing has three components, it identifies retailing, sociable marketing and environment and it will help an organization minimize negative effect on the physical environment (American Marketing Relationship). However, sustainable marketing is the contribution that the marketing career can make to lasting development (Csreurope. org 1999). Hence, renewable marketing should be an important member under lasting marketing to be able to assist hotel business moves further.

Langham made a lot of energy conservation effort to achieve the environmental cover, on the other hand, it helped hotel save cost. Furthermore, it provided a new experience to let their customer be an environmentalist. The administrator Mr Li from Langham point out that hotel won't sacrifice their guest's stay experience to accomplish their own environmental goals, but can added more enthusiasm of environmental safety when they stay at hotel, sustainability marketing's goal isn't just focus on reduce pollution, more important is promote renewable awareness in order to create a green corporate image. Therefore, for those advocating "environmental coverage" guest can simply bother making a choice, decide on a hotel which their primary is ecological development, so that not only broadcast their fame, but also wthhold the guest, this is the sustainable development street for a hotel.

2. 4 THE VALUE Components of Sustainability Marketing for Hotel Industry ¼Œå¸åŠæ‰å名å£æŒ½çå¢äºº

Sustainable Travel international (SIT) is a global non-profit head which declared the launch of the blissful luxury Eco Qualification Standard (LECS) to luxury hotels, it h elps them create and execute a dimension and management construction move toward to sustainability. (website). It can be seen, for today's hotel industry, being truly a well know hotel is not only think about variety service they can provide, but also give customer a different experience to preserve their commitment is the most important elements for nowadays hotel.

2. 5. 1 Customer Satisfaction

The hotel won't sacrifice customer stay experience to attain its own environmental goals. The hotel will not sacrifice friends stay to achieve their own environmental goals. Friends spend money hoping to enjoy equivalent services, the hotel environmental safeguard, is not that guests can not do this can not do that, but I hope they add more environmental enthusiasm stay.

Have a great sales not because of grate product, because of service)7-11

2. 4. 2 Branding

In addition, the implementation of inexperienced marketing is also beneficial to build a green commercial image to ensure, so companies gain a unique competitive benefit.

2. 3 Development development of Sustainability Marketing

Marketing has a responsibility to attain profitable growth for the company (KOTLER, P. , BOWEN, J. T. , & MAKENS, J. C. 2006).

2. 3. 1 Has learned Customer Needs, Wants & Demand

2. 3. 2 Differentiate Product from Other Competitors

2. 5 Strategy Planning of Sustainability Marketing æŽæ ·æ¥è¾¾åˆå¯æŒç»åå±¼ŒåˆæŽæ ·çšæŽªæ-½: SUSTAINABILITY可以ç¨

2. 4. 1 SWOT Analysis

3. Conclusion

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