A Study Of Environmentally Friendly Tourism Marketing Strategy

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...