The Importance Of Sustainability Marketing In Hotel Industry

The Importance Of Sustainability market In Hotel IndustryTourism education depends on the local environment, moreover the hotel as a pillar industry of tourism, on environmental protection and reasonable use of options made efforts directly tie in to the development of tourism and affect the sustainable development of society.2. Review on Sustainability MarketingSince 90s, a wave of putting green revolution is sweeping the earthly concern and the concept of sustainable development has been gradu all in ally accepted by the people. Nowadays, sustainability becomes a hot topic and main theme of 21st century market for hotel industry, because the future hotel development volition be more focus on protecting the balance of ecological environment, rescue energy and reducing pollution, but that is only one hand. On the other, it is also being an important piece in the marketing strategy for any business. Especial in todays extremely competitive hotel industry, how to distingui sh self from others and run a long-term triple-cr declare business becomes a question for all hotels attention. Lets discuss from the outer and versed factors first which influences hotel sustainability.2.1 External and Internal FactorsWithin the hotel industry, there are umpteen ways we nominate talk about how to do sustainability, for example, recycling paper, ever-changing normal bulbs to energy saving light bulb, using non-polluting materials etc. besides those measures only can assist in some small ways, sustainability is a much wider topic we can discuss. It is constituted with external and native factors. there are six areas are illustrated connecting together in an environment of sparing success, social responsibility, and ecological health (Daub Ergenzinger 2005), and that six areas include location, marketing, human resources, empowerment, resource management and yield management. These are non the only elements that management ask to consider but it does give some indication of the importance of each element in a connected environment. (Holmberg, J. 1992). Besides those external factors, environmental management, water management and energy management as important internal components direct influences hotel environmental sustainability. Throughout the factors, the sustainability development of the global hotel industry is non only direct impact by internal factors, but external factors as a strategy element go forth assist a hotel business go beyond.2.2 Definition of Sustainability MarketingThe World Commission on Environment and Development (WCED) defined sustainable development as development which partakes the needs of the present without compromising the ability of future generation to meet their own needs. (Brundlland Commission Report, 1987). This is a general explanation apply to all field. But in a business context, sustainable development operator taking a triple bottom line (people, planet and profit) feeler so that the b usiness measures its success not just on financial performance, but on its environmental and social performance too (Csreurope.org 1999) . The Langham in Shanghai currently installing LED screen for every hotel room, and it will display each rooms energy consumption index (ECI), assume hotel set 150 point as the average ECI, and if the index of the guests room below this average value, every point that lower than the average index, it can exchange to the equivalent hotel credit value, guest can consume goods in spite of appearance hotel using this credit value.2.2.1 Different between Green Marketing and Sustainability MarketingMany people define sustainable marketing as green marketing. But from the definition between these two words, they still have sagacious difference. Green marketing has three components, it refers to retailing, social marketing and environment and it will help an organization minimize negative impact on the visible environment (American Marketing Associat ion). However, sustainable marketing is the contribution that the marketing barter can make to sustainable development (Csreurope.org 1999). Hence, green marketing should be an important member under sustainable marketing in place to assist hotel business goes further.Langham made a lot of energy saving effort to bring home the bacon the environmental protection, on the other hand, it helped hotel save cost. In addition, it provided a unlike experience to let their customer be an environmentalist. The omnibus Mr Li from Langham mention that hotel wont sacrifice their guests stay experience to extend to their own environmental goals, but can added more fervor of environmental protection when they stay at hotel, sustainability marketings aim is not only focus on reduce pollution, more important is promote green consciousness in order to take a green corporate image. Therefore, for those advocating environmental protection guest can easily make a choice, recognize a hotel whic h their core is sustainable development, so that not only ventilate their fame, but also retain the guest, that is the sustainable development road for a hotel.2.4 The Importance Elements of Sustainability Marketing for Hotel Industry Sustainable Travel international (SIT) is a global non-profit leader which announced the launch of the Luxury Eco Certification measuring rod (LECS) to luxury hotels, it h elps them create and implement a measurement and management framework move toward to sustainability.(website). It can be seen, for todays hotel industry, being a wholesome know hotel is not only reflect on variety religious service they can provide, but also give customer a different experience to retain their loyalty is the most important elements for nowadays hotel.2.5.1 client SatisfactionThe hotel wont sacrifice customer stay experience to achieve its own environmental goals. The hotel does not sacrifice guests stay to achieve their own environmental goals. Guests spend money hoping to enjoy equivalent services, the hotel environmental protection, is not so that guests can not do this can not do that, but I hope they add more environmental enthusiasm stay.Have a great sale not because of grate product, because of service)7-112.4.2 stigmatisation In addition, the implementation of green marketing is also beneficial to build a green corporate image to ensure, so companies gain a unique competitive advantage.2.3 Development trend of Sustainability MarketingMarketing has a responsibility to achieve profitable growth for the company (KOTLER, P., BOWEN, J. T., MAKENS, J. C. 2006). 2.3.1 Knows Customer Needs, Wants hold2.3.2 Differentiate Product from Other Competitors2.5 Strategy Planning of Sustainability Marketing - SUSTAINABILITY2.4.1 gussy up Analysis3. Conclusion