The Research On Perception And Willingness Of Customers On The Econo Hotel Green Management Measures

With the rapid development of China’s tourism industry and business activities have become increasingly frequent, Economy Hotel has been rapid development. The rapid expansion of the Economy Hotel in some areas of the Economy Hotel in the pile up in excess of requirement state, the competition is very fierce. In order to save the operation cost, cater to popular demand, the Swallow Edinburgh Greens Hotel become many enterprises choose the strategy, although many domestic hotels have launched their own green management measures, but according to their own characteristics of scientific and reasonable design of green management system and strengthen the building of service brand, has not attracted enough attention of domestic hotel industry.This Paper analyses the impact of the service guarantee to customers quality perceived, risk perceived and value Perceived form the conditional, moderate, credible, compendious and convenient properties of Green management measures, tries to explore the effect of service guarantee to customers purchase intention. This study built a structural equation modeling of the five characteristics of Green management measures as external clue, quality perceived, Perceived risk and perceived value as the intermediary, purchase intention for the results. On this basis, use economy hotels as empirical background, the domestic consumer as survey, carried out the empirical investigation of the mechanism of service guarantee to consumer psychological effect.Basically, the results of this research validated the concept and related assumptions, these research main findings were as follows:Firstly, the conditional, compendious and convenient properties of service guarantee are major factors to affect purchase intention: Secondly, in the face of the service guarantee, customers don’t make judgments of quality perceived separately, but rather a direct comparison of their perceived loss and profits, and make value judgments, as a basis for purchasing decisions; Thirdly, Perceived risks are not the antecedent factor of perceived value, but a direct impact on customers purchase intention.Based on the above conclusions, this paper offer some recommendations for the economy hotel to design their Green management measures, including:Firstly, fully integrated internal and external resources to exert the Green management measures: Secondly, rationally design Green management measures to reduce customer perceived risk; Thirdly, exhume the potential of Green management measures to improve customer perceived value:Fourthly, attention to the actual needs of customers, encouraging customer self-involvement:Fifthly, emphasis on Authorization and training for frontline staff to improve customer satisfaction.