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顾客的积极参与和配合是绿色饭店健康发展的前提和基础。本文通过问卷调查就沈阳女性居民对绿色饭店的消费意愿及其影响因素进行了实证研究,研究发现:我国女性消费者具有一定的环保意识,对绿色饭店的评价较正面;但由于对绿色饭店缺乏深入的了解,导致其对绿色饭店不能形成明确的态度与消费意愿,因此往往不会主动选择绿色饭店,但若已入住的饭店推出了需要宾客配合的环保措施,多数女性愿意配合。本文研究成果有助于绿色饭店管理者充分了解女性消费者的需求,以便在绿色产品设计与营销中采取切实可行的方法。
The active participation and cooperation of customers is the prerequisite and foundation of the healthy development of green restaurants. This paper, through questionnaires, conducts an empirical study on the female residents’ willingness to spend in green hotels and their influential factors. The results show that: Female consumers in our country have a certain degree of environmental awareness and are more positive about green hotels; however, due to the lack of green hotels, In-depth understanding, leading to its green hotel can not form a clear attitude and willingness to spend, so often do not take the initiative to choose green hotels, but if the hotel has been introduced to require guests to cooperate with the introduction of environmental protection measures, the majority of women are willing to cooperate. The results of this study will help green hotel managers to fully understand the needs of female consumers in order to take practical measures in green product design and marketing.