基于顾客心理的绿色酒店消费研究  

Research on Consumption in Green Hotels Based on Customer Psychology

作　　者：张俊枝[1] ZHANG Jun-zhi(Shanxi Vocational College of Tourism V,Taiyuan,Shanxi 030031)

机构地区：[1]山西旅游职业学院,山西太原030031

出　　处：《集宁师范学院学报》2021年第5期71-77,共7页Journal of Jining Normal University

基　　金：国家旅游局万名旅游英才计划实践服务型英才培养项目“晋祠景区文明旅游宣传教育活动”(项目编号:WMYC20153033)。

摘　　要：绿色酒店是酒店行业提升竞争力发展新方向,酒店的消费主体是顾客,改变顾客的行为是绿色酒店发展的重点。该文基于计划行为理论(TPB)和规范激活理论(NAM)分析顾客绿色酒店消费心理,探究阻碍绿色酒店消费的因素。根据结果提出改变消费者认知,增强消费获得感和满足感,加强消费的行为控制等建议推进绿色酒店的消费。Green hotel is the new direction for the hotel industry to improve its competitiveness.The main consumer of the hotel is the customers.So,changing the behavior of the customers should be the development focus of green hotels.Based on the Theory of Planned Behavior(TPB)and Norm Activation Model(NAM),this paper analyzed the consumption psychology of green hotels’customers and explored the factors that hindered the consumption of green hotels.According to the results,suggestions were put forward to promote the consumption in green hotels,such as changing consumer cognition,enhancing consumers'sense of gain and satisfaction,and strengthening the control of consumption behavior.

关 键 词：绿色酒店 消费心理 计划行为理论 规范激活理论 

分 类 号：C913.3[经济管理]