A Study of the Relationship among Service Innovation,Green Marketing and Consumer’s Perceived Value in the Hospitality Industry

• Main Authors: Yi-Ting Huang, 黃怡婷
• Other Authors: Fu-Yung Kuan
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/85558429305985171585

碩士 === 國立中山大學 === 公共事務管理研究所 === 101 === Hotels provide domestic and oversea tourists who have demands for lodging. To be different from other hotels, hotel’s managers have to change and innovate in service to attract consumers’ attention. However, hotel’s services not only on software but also on hardware will have impact on our environment due to lots of energy resources consumption and waste. For uprising environmental protection, some hotels begin to carry out the environmental management for green service, and transmit accommodation idea of environmental protection to consumers by green marketing. No matter innovation on service or green marketing, both of them affect consumer’s perceived values and lodging decisions. So this study takes service innovation, green marketing and consumer’s perceived value as estimated fundamentals. To analysis the influence of Service innovation, green marketing and consumers’ perceived values individually and collaboratively, this study has retrieved 360 effective questionnaires, and by using the convenience sampling method of non-random sample methodology, the result has shown significant positive correlation among service innovation, green marketing and customers’ perceived values. The results are found that consumers agree about the hotels’ service innovation and green marketing. They actually affect consumers’ perceived values. The interaction between innovative service and consumers and the influence between the concept of environmental protection and consumers are the greatest relation. If the hotel manager combines with service innovation and green marketing toward green innovation and environmental management, the hotel will have a good reputation and a positive effect on customers. The effect will change consumers’ original perceived values, and make them pay attention to environmental protection while they choose the hotel. Therefore, it will affect how other hotel’s managers and the government will spread the concept of green innovation and environmental management.