Constructing a Green Marketing Model for Tourism and Amusement Industry Development

Abstract

Environmental sustainability has become an important international political issue and is considered a key driving force of innovation. Therefore, the consumers are paying more and more attention to the sustainably managing and environmentally friendly enterprises, and the enterprises are paying more and more attention to the importance of the green environmental management strategies. Relatively they must pay attention to the issue of "sustainable management" which is an important consideration direction for the development strategy of business management. This study uses fuzzy analytic hierarchy process to conduct empirical analysis on tourism industry operators.In order to cope with changes in the market environment, it is necessary to promote the development strategy of "green marketing" to achieve sustainable management. When considering "sustainable operation", we should explore the development model of procurement, operation, and marketing. Therefore, this study suggests that the development of "green marketing" in the tourism industry should take "brand loyalty" and "corporate image" as the most important indicators.