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Research on the Optimization of Personalized Service Capabilities in Hotel Green Marketing

Author(s)

Jing Zhang, Chen Wang

Affiliation(s)

Pearl River College, Tianjin University of Finance and Economics, Tianjin, China

Abstract

With the exacerbation of the global climate crisis and the awakening of green consumption awareness, the tourism industry urgently needs to transform towards a sustainable model. This study focuses on the hotel industry and explores the driving mechanism of green marketing strategies on the personalized service capability based on the Theory of Planned Behavior (TPB). Through multi-case analysis and empirical research, it constructs an influencing factor model for green marketing strategies encompassing three dimensions: behavioral attitude, subjective norm, and perceived behavioral control. Using the Analytic Hierarchy Process (AHP), it quantifies the weights of the elements and proposes optimization paths. Findings reveal that: elements related to behavioral attitude (weight: 64.78%) have the most significant driving effect, with green product innovation (27.89%), encouraging green consumption habits (27.20%), and designing green buildings (22.40%) serving as core drivers; subjective norm (20.26%) and perceived behavioral control (14.96%) follow, with response to regulations and application of digital tools playing key roles. At the practical level, it validates the effectiveness of the dynamic balance mechanism of "environmental benefit—customer value—operational efficiency" and proposes optimization strategies such as immersive experience integration, data-driven service design, and technology-enabled dynamic adjustment. This study provides a theoretical framework and practical paradigm for the green transformation of hotels, and offers references for public decision-making to improve industry standards and balance compliance and competitiveness.

Keywords

Theory of Planned Behavior; Green Marketing; Personalized Service; Hotel; AHP

References

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