贵州_山语院_金海雪山_水疗度假酒店绿色营销策略研究.pdf

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1、JournalofLandscapeResearch/景观研究2009，1(9):82－85Responsibleeditor:ChenHonghongResponsibletranslator:LiPingpingStudyonGreenMarketStrategiesof"Shanyuyuan·Jinhaixueshan"HydrotherapyVacationHotelinGuizhouProvince*ZHANGZhiInstituteofTourismandEconomicDevelopment，Kaili

2、University，Kaili，Guizhou556000AbstractTaking"Shanyuyuan·Jinhaixueshan"HydrotherapyVacationHotelinYinzhaiVillageofGuidingCounty，GuizhouProvinceforanex-ample，thisresearchanalyzesthegreenmarkingstrategyofruraltourismhotelfromtheperspectiveofmarkeingpositionofecolo

3、gicaltourism，greenproductdesign，andgreenlifecycle，inordertoofferreferencesforthemarketingmethodsandstrategiesofruraltourismhotels．KeywordsRuraltourismhotel;Greenmarketing;ShanyuyuanSince1980s，moreandmorepeopleintheworldhavere-tourismmarketpositioning，eco-touris

4、mproductsgreenimagealizedthatthelivingenvironmentisbeingdestroyed，andtheydesign，eco-tourismgreenlife-cyclestrategy(Fig．1)．areeagerforthebeautifulenvironmentofbluesky，greenland，andcleanwater．Initially，theEuropeanslaunchedaseriesof"greenmovements"withthegoalofpur

5、suingtheharmoniouscoexistencebetweenhumanandnature．Afterthat，anumberofrelatedtermsappeared，suchas"greenwave"，"greenmark"，"greenproduct"，"greenconsumption"andsoon．Greenmarketingtakesthesustainabledevelopmenttheoryasaguidance，takesthecoordinateddevelopmentofthegl

6、obalso-ciety，economy，population，resources，andenvironmentasabase，inordertomeetthecontemporaryneedsandnotposeahazardtothedevelopmentoffuturegenerations．Asakindofeco-tourism，ruraleco-tourismisbecominganincreasinglyprosperoustourismscenebecauseofitsowncharacteristi

7、cs．Onthepremiseoftherapiddevelopmentofruraltourism，tour-istsareincreasinglydemandingreturningtonature．Therefore，theconceptofgreenmarketingisofgreatsignificancetothedevelopmentofruralleisurehotel．Intourismindustry，withtheemergenceofpeople'sawarenessofenvironment

8、alprotectionandgreenconsumption，"greenmarketing"，"eco-tourism"，Fig．1Thegreenmarketingstrategyofeco-tourismand"greenhotel"arealsonotuncommon．Therefore，theOnthebasisoftheorgan