【作者】 李菁；

【导师】 欧阳润平；

【作者基本信息】 湖南大学 ， 旅游管理， 2006， 硕士

【摘要】 随着可持续发展观在全世界范围内被广泛接受,环境保护在企业的经营活动中越来越受到重视。由于旅游业与生态环境的耦合关系,其对生态环境具有较大的依赖性,使得环境保护问题更成为旅游业发展中备受关注的问题。而环境友好型营销的提出极大程度上解决了旅游企业经营中的环境保护问题,并有助于实现企业的可持续发展。本研究首先阐述了本文的选题背景及意义,然后就与环境友好型营销相关的文献进行了总结和分类,并对本文的理论依据及研究内容与思路进行了说明。其次在对本文所依照的理论依据和国内外部分学者研究成果进行总结的基础上,本研究阐述了旅游企业进行环境友好型营销是由于现实的需要——旅游目的地生态环境恶化,同时对旅游企业自身的可持续发展也有重要意义。接着从旅游企业进行环境友好型营销的各利益相关主体的角度,分别分析了目的地政府、目的地社区和旅游者在该过程中所处的地位。在上文分别从理论角度和现实角度对旅游企业实施环境友好型旅游营销的必要性的基础上,又进一步从旅游者环境意识现状的实证角度出发,论证了环境友好型旅游营销的可行性。并且可以得出对旅游企业进行环境友好型旅游营销的一些启示:关注旅游者的切身利益;重视旅游者的环保需求;进行与旅游者的环保互动,尤其是注重运用宣传教育手段。从实证调查得出的启示,以4ps为逻辑主线,进一步指导了旅游企业的具体营销策略。首先,环境友好型旅游产品由于其特性,应该根据环境优先、文化性、引导性、社区共建等原则,分别从核心产品、形态产品和延伸产品层次,进行突出“环境友好”特性、保证“环境友好”品质、提供“环境友好”服务的策略。其次,环境友好旅游产品的价格受着成本因素、效用因素和竞争因素的影响,因此应该遵循环境成本内化、合理性和质价相符原则,进行相应的定价策略。再次,在分销渠道方面指出环境友好型分销渠道的主要影响因素在于渠道的长宽和中间商的质量,因此环境友好型渠道的开发应依据经济性、高效性和整体性原则进行,进而提出在线销售旅游产品为进行环境友好分销的最佳渠道,不仅表现在对以上三个标准的满足,同时也是由于旅游产品异地消费和不可储存的特性以及网络的普及。最后,在旅游产品的环境友好促销方面,指出环境友好旅游促销与传统旅游促销的不同之处,即环境友好促销更加强调充分的绿色信息传递,树立旅游企业和旅游产品的环境友好形象,因此应该从真实性和利于“环境友好”形象塑造两个原则来进行。接着深入分析了如何运用对环境友好促销影响尤为重要的两种促销工具——广告宣传和公共关系来进行环境友好促销。最后本文探讨了旅游企业实施环境友好型营销的支持条件,应该从旅游企业自身和利益相关者——目的地政府和目的地社区角度来构建。旅游企业从企业环境文化的构建、组织结构的调整、制度考核体系的建立和员工环境意识的提高方面,分别为环境友好型营销提供文化、制度和人员保障。目的地政府应该相应地建立健全利于目的地环境更多还原

【Abstract】 As the wide acceptance of sustainable development idea over the world, businesses have paid more and more attention to environmental protection. Tourism industry depends much on the ecoenvironment for the close relationship between tourism and ecoenvironment, so environmental protection attracts much attention especially in tourism industry. Environmentally friendly marketing can solve the environmental pollution problem and realize the sustainable development in the tourism businesses. On the basis of traditional marketing methods, environmentally friendly marketing requires tourism businesses to shoulder the blame for environmental protection, to bring environmental protection in destinations within operation objectives.Firstly this paper makes a brief introduction on the background and the meaning of this study at the beginning, then appreciates some literatures which are related to environmentally friendly marketing. Finally this chapter explains some related theories as well as the research concept and thought.Secondly on the basis of the analysis of the relative theories and achievements by scholars in and abroad, this paper elaborates the reason of implementing environmentally friendly marketing—environmental deterioration in tourism destination. And also the implementation of environmentally friendly marketing is good for tourism businesses’sustainable development. Then the stakeholders’parts in the marketing process of tourism businesses have been analyzed—destination governments, destination communities and tourists.After analyzing the necessities of implementing environmentally friendly marketing from the angle of theory and reality, this paper studies the feasibility of implementing environmentally friendly marketing from a survey of tourists’environmental awareness. And a good deal of enlightenment about the environmentally friendly marketing has been gained for tourism businesses from the survey such as following tourists’interest, valuing environmental demand of tourists, interacting with tourists in environment protection especially through education and propaganda.The inspiration from the case study further guides the marketing strategies in detail in product, price, place and promotion separately. According to principles of environment first, promoting cultural level, leading tourists and jointly developing with communities, designing environmentally friendly tourism products should highlight characteristics, guarantee product quality, support with services with environmentally friendly feature separately from core product, tangible product and augmented product. Being influenced much by cost, utility and competition, fixing the price of environmentally friendly products should obey the principles更多还原