旅行社綠色營銷存在的問題及對策研究
[摘要] 旅行社綠色營銷是在傳統營銷上所做的延伸與發展，它順應了整個世界的發展，以保護環境爲前提，以實現消費者利益、旅行社利益、社會與環境的利益相協調爲目標的新型營銷手段。綠色營銷要求旅行社在研發、採購、生產、銷售等方面以保護環境爲前提，力求避免污染環境、節約資源，以求旅行社與環境可持續發展。本文簡要的介紹了綠色營銷的概念與特徵，闡述了綠色營銷在旅行社中實施的`意義，並指出了綠色營銷在實施過程中所存在的問題，針對這些問題，提出了旅行社實施綠色營銷的對策措施。
[關鍵詞] 旅行社；旅遊產品；綠色營銷
A Research on the Present Problems and Countermeasure of Travel Service’s Green Marketing
Abstract: Green marketing of travel service is the extension and development of traditional marketing. It is a new marketing method which complies with the growth of the world, and is based on the premise that it can protect environment, and realizes coordination with the interests of consumer, travel service, society, and environment. Green marketing of travel service is based on protecting environment when travel service invents, purchases, manufactures and sales products, it not only makes effort to avoid environment pollution, and also tries to achieve the sustainable development between travel service and environment. This thesis introduced the concept and features of travel service’s green marketing, and expounds the meaning of green marketing. At the same time, it points out some questions in the process. In view of the problems mentioned above, the author put forwards possible countermeasure.
Keywords: Travel Service; Tourism Product; Green Marketing
