Enhancing The Value Of Green Hotel Tourism Essay

Published Date: 23 Mar 2015

Abstract

For the purpose of enhancing the value of green hotel, the hotel comes out with the new business management concept, which brings the green concept into the hotel operations and management. In order to establish a green marketing concept, it is a need to collect green information, green technology, development of green product, development of green price to carry out green marketing, take deepen green management philosophy to provide green service of the hotel and the construction of green hotel and green culture management, to achieve the sustainable development of the green hotel. Nowadays, the concept of green marketing has generally become the international community to implement in the modern enterprise marketing. Therefore, the green marketing model in hospitality industry become the need in this era, also, the pressure of the external economic environment will force the hospitality industry to do so. There is a low carbon green marketing mode had undergone a great change in the marketing concept and content in some hotels. In this research will attempt to make some personal views on this topic in helping the hotel to have better management. Green marketing will achieve the balance between development of the hotel and the social environment; advocate the green consumption, saving energy, reducing consumption and protect the environment, providing green service will become an important marketing strategy in the hotel industry of China. Lastly, as one of the core 'green management', the trend of green marketing in protecting environment and developing in green consumer will achieve a big success in the future.

Introduction

Green concept has become the most important topic in the past few years and it gradually continue to growing up. Action is the one most important in this green concept, without the right action we will not be able to adjust the damage that has been done. Nowadays, the entire world is focused the same problems to protecting environment.

In this part will give an analysis about the entire research, it begins with background of information about the concepts and overview about the base of this study. It then continues to introduce the research problem and explains the objectives and goals of the research.

Background

90 years, the world entered the "era of environmental protection", "green age." American Hotel & Lodging Association president pointed out that the most important trends of today's hotel industry is the hotel's "green" (environmentally friendly) (Joe McInerney, 2008).Green era of great impact on the world economy, hotel industry is no exception. Today's society, people only pursue economic development and improved quality of life and people not realized that people's living space has been severely damaged. People in the production and consumption process start increasingly concerned about resource and environmental protection. People had to choose one that meets the development needs approach to development while protecting the environment, called by sustainable development. While the tourist hotels like energy consumption and serious pollution of heavy industry to the serious ecological and biological damage to the environment but also varying degrees of implicit or explicit pollution and waste of resources. Country's sustainable development strategy to establish, from the policy, legal acts of the hotel business made specifications, requirements, hotels must implement green marketing; international trend of environmental protection also have a significant impact on the hotel, hotels with international environmental standards required engaged to go green. In the international environmental pressure, a few hotels began to establish awareness of green marketing. However, most hotels are still far away from the green marketing, green concept do not even have color. Hotel implementation of green marketing has long way to go.

Going green is a concept for people how to make the environment become better. This "green" means is multifaceted, it can refer to products, trade or industry, it can be a philosophy or concept of an act, "green" the central meaning refers to protecting the global environment and promote human and nature, socio-economic and ecological harmony, to ensure the sustainable development of human society and the economy. The green movement can make people aware of their daily life affect this living space. Nowadays we are running out of water and other natural resources and this problem can cause the world become worse place for live. Green marketing appears for making a people have responsible daily that benefit for environment and help to reduce the waste. Going green in hospitality industry is defined by being eco-friendly industry with the environment. It contains small changes in daily life and this small change can add up to the bigger changes by our action for protecting the environment.

An important concept behind efforts to reduce damage to the environment is 'sustainability', an idea which gained importance because of the publication of 'Our Common Future' (Filho, 2000; Daub & Ergenzinger, 2005). Sustainable development is defined as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs" (Hobson & Essex, 2001) Sustainability has been further described by Brady (2005) as comprised of three dimensions: economy, society, and environmental stability. "Environmental sustainability is the process of making sure current processes of interaction with the environment are pursued with the idea of keeping the environment as pristine as naturally possible based on ideal-seeking behavior."

Commitment about green marketing needs to be the important part in the hotel to protecting the environment, its need to be important for guide the hospitality industry and foster such a culture. It can make the hotel have an environmental culture that will ultimately affect the peoples to have a consequent in the natural environment. However, if people have responsibilities with this kind of environment and concept, and able to apply it in their daily life and work can be consciously adjust their own behavior.

That definition of going green and sustainability development explains why it is so important for both individuals and businesses to make change for their lives and environment. The beginning of the 21st century; smokeless industry, a sunrise industry and green business in China has been continued to growth fast, which the hotel industry in the green on the most prominent. Hotel has been considered a high consumption places to have so many resources, need to have an attention with the environmental protection. In this, the hotel needs to change the concept; the hotel should meet the needs of customers to reduce resources. This perspective should spread through all aspects of hotel operations in the all levels and functions of employees, fundamentally, sustainable development of the hotel.

Sense of social responsibility, many hotels began to take shape. With the gradual promotion of the marketing concept in China, hotels increasingly recognized as part of the community and the hotel should take social responsibility. For example, April 28, 1999, Zhejiang response to dozens of tourist hotels "create green" activities half of them said that we do not begrudge investment, but want to reduce waste, so that the limited resources to achieve maximum effectiveness; hotel intended to limit the guests behavior, just want to work together with customers to improve the ring, and get a good clean "green" feeling.

Statement of the Problem

China is one of the fastest developing countries in the world. Especially development of hotel industry in the China is growing so fast. At the beginning, the hospitality industry in China is not growing compared to other countries. Over time, China had to develop in the hospitality industry very well. With this development, China became one of the top ten international destinations in 2010.

Therefore, the hospitality industry in the world is very wide. They are trying to develop new innovations to the hospitality industry continues to develop stable. Recent years, the environment on the planet where we live is damaged. Everyone in the world started to pay attention on the environment and how to maintain it. They began to appear with the latest innovative green marketing. Hotels in the world began to develop the green concept in this hospitality industry. But the hospitality industry in China is huge and it takes a long time to change each hotel to follow the green concept. They begin to develop from five star hotels to budget hotels. Along with those changes, a lot of problems start to appear when develop the concept of green marketing in the hospitality industry.

One of the obstacles in applying the concept of green marketing is costly. In this green marketing we have to change little by little until it became a big change. But to change the concept of green is the hospitality industry requires cost very much. This change we must begin to change from the base. Hotel's room is the main product of the hotel. It can start to change from the material of the room's furniture and continue to how the employee works with the friendly environment. Its means they need to use on recycling of reusable materials for recycling. On the beginning to apply green marketing, hotels need a lot of cost and they need to consider about the quality.

Green hotels focus on the ecological environment, with a focus on the pursuit of economic and environmental benefits of the new management is optimal. Not only every manager, but also every employee mind set of ideas and concepts of green management, it will be possible to allow them to take the initiative to take the behavior of a variety of green management. At first, hotel that you would like the concept of sustainable development as the guiding ideology of management, hotel management must fully understand and analyze the future direction of the hotel is good that tomorrow is a green hotel, why become a green hotel, and how to combine its own hotel management to implement the concept and application of green is the foundation of the hotel staff, implementation of policies to achieve the employee with the hotel management and staff to implement, so let employees understand the company's development direction and determination. If employees understand what the concept of a green hotel, it also impact for the company, themselves and the community that can bring what is the impact of some complicated process, not easy to reach the company. Management style is also a hotel on the challenges of sustainable development.

Green product in China has not yet become the first choice of hotel. In other countries, green products have become the best-selling products, the first choice for consumers. However, some hotels even get a small gain and the pursuit of contaminated products.

Research Problem

To enable it easier understand and to explore for more details information point of view, the questions will be able to reply to additional verification and give clear successfully obtained results.

What are the problems between green product and environment sustainability?

What are the problems between green price and environment sustainability?

What are the problems between green promotion and environment sustainability?

What are the problems between green place and environment sustainability?

Conceptual Framework

More formally, the main purpose of this study is to identify that the independent variable can influence the environment sustainability development in hotel industry. According to Leedy and Ormrod (2005), independent variable is a variable that studied as a possible cause of something else. According to Hussey and Hussey (1997), dependent variable is a variable that the value are predicted by the independent variable and intervening variable

The intervening variable can be defined as a factor that will affect the observed, but cannot be seen or measured. This intervening variable is referring to relationship between hotel and the environmental sustainability. These relationships is very important, hence they can influence environmental and sustainability for the hotel.

The dependent variable is Environmental Sustainability Development and the independent variable of this study is green price, green product, green promotion, and green place. Thus, green marketing become intervening variable.

Hypotheses:

H1: Green price positively influence hotel to be environment sustainability development.

H2: Green product positively influence hotel to be environment sustainability development.

H3: Green promotion positively influence hotel to be environment sustainability development.

H4: Green place positively influence hotel to be environment sustainability development.

Research Objectives

The main objectives are to study for the following thing:

To identify what are the benefits of going green in green marketing concept for new environment development of hospitality industry.

To mention the problem of applying green marketing concept in the hotel.

To related the green marketing concepts with green marketing mix that consists of green product, green places, green price, and green promotion in the hospitality industry.

To understanding what are the concept of green marketing and the terms of green marketing that related to environmental sustainability development.

To discuss why nowadays green marketing very important in hospitality industry.

Significance of the Study

Combining with all the information and data for the hotel industry to grasp better the green marketing in green concept to the hotel itself to the significance of environmental sustainability is so important and far-reaching. The ends results of this dissertation will be not only play to understand the relationship between the independent variable and dependent variable and it also help more how to make sure the hotel industry is doing well on the environmental sustainability. Through the green marketing, a results on the actually of the relationship between green marketing and environmental sustainability will be more clearly. But this will either guide you to the agreement or disagreement to the improved green marketing concept model.

Literature Review

This part will be discussed about the concept of Green Marketing Mix which are Green Place, Green Product, Green price, and Green promotions. This Green marketing concept linked to the dependent variable of this study which is environment sustainability development that can be affected from the green marketing concepts in the hospitality industry that is hotel.

Green Marketing

The green awareness began in between of the 1960s and early 1970s with increasing concern about the negative impact of consumption pattern, impact of economic and population growth on the environment (Cohen, 2001).The first definition of 'green marketing' was according to Henion (1976); "the implementation of marketing programmes directed at the environmentally conscious market segment" (Banerjee, 1999, p.18). Green marketing practices generally promoted as the genuine concern for the nature of inputs as well as outputs waste reduction and the impact of these upon the environment and society as a whole both in present & future conditions (Walker and Hanson, 1998). In a sample way to say, green marketing is the strategy for hotel to turn themselves become green hotel and to achieve environmental sustainability development.

According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. Thus green marketing incorporates a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising. Refers on that statement, green marketing is a new marketing method driven by environmental sustainability. The sustainable development of environment is that modern consumers understand the deterioration of the environment has to their way of life and quality as a certain effect, the requirements of the process of production and sales of all enterprises minimal impact on the environment. The so-called green marketing refers to the enterprises to adapt to the trend of green consumption, from the protection of the environment against pollution and full use of resources point of view, through the development of products, the use of natural, turning waste into wealth and other measures, to meet consumer demand for green, enterprise marketing goals.

The green marketing has evolved over a period of time. According to Peattie (2001), the evolution of green marketing has three chapters. First chapter was termed as "Ecological" green marketing, and during this period all marketing activities were concerned to help environment problems and provide remedies for environmental problems. Second chapter was "Environmental" green marketing and the focus shifted on clean technology that involved designing of innovative new products, which take care of pollution and waste issues. Third chapter was "Sustainable" green marketing. It came into prominence in the late 1990s and early 2000. As resources are limited and human wants are unlimited, it is important for the marketers to utilize the resources efficiently without waste as well as to achieve the organization's objective. So green marketing cannot be avoided.

Main Elements of Green Marketing Mix

When hospitality industries start to do with eco-friendly, actually they try to access the new markets with the green marketing. Green marketing has 4 elements, the element called by green marketing mix. Marketing mix is adapted from conventional marketing, but nowadays hotel also adapts this marketing mix to hospitality industry. The concept of green marketing mix was introduced by Bradley (Bradley, 2007). Green marketing mix is about product or services that environmental friendly. These green marketing mixes are green product, green place, green price, and green promotion.

Element of Green Marketing Mix (Al-Bakry, 2007):

The green products: Green products are products that respond to environment needs and requirements. As the customer's needs are necessary to improve and develop products, the customer needs in an environment more safe and healthy are also important and should be considered.

The green pricing: The green pricing refers to the price specified in the light of company's policies with regard to environmental consideration imposed by rules and company instructions or its initiatives in this regard.

The green distribution: This is related to distribution gates use that deal with green products, which are appropriate for consumers, in terms of facilitating their delivery, and to secure cycling procedures conducting within environmental conditions and requirements.

The green promotion: This refers to providing real information about the products in a way that does not hurt the materialistic and moral consumer's interests.

Green Products

The guest room is the main body of the hotel, is also the main products provided by the hotel to the guests. This requires the hotel from initial to final product design provide involved environmental behavior must accord with environmental protection requirement (Xiong, 2011) In addition, the hotel restaurant also provides and promoting the green food, the product must meet the physical quality and health standards green, product packaging, storage and transportation must according with standard of green food packaging storage.

Production of green products has become a part of the hotel's purpose. Many hotel rooms putting in such a card, for example "If you do not need to replace the bed sheets, please put the card on the pillow," most of foreign guest who living more than one days will do the information cards about changing bed sheet. For the local guest mostly they are not really know about. Two reasons why they didn't do that are forget to place the card and as they know bed sheets should be change every day. These guests may think that I paid, no matter how many days I live, every item should be changed daily, many people asked that hotel implied green concept for save money. A hotel manager expressed, green marketing objective might be saving money, but this is not the main purpose. We just want to reduce waste, so the limited resources can play a greater role. Some replacement in the room is not necessary, such as towels and bed sheets, because if the guest use in one day only is not dirty.

Green Promotion

Hotel industries should focus on green cultural awareness training, to shape the cultural environment of green marketing. The promotions that related to green are the things when hotel promote about their hotel use the friendly materials and recycle materials. With the green promotion, hotel still need to stabilize the quality of product and service to attract the customer's interest for continue the green promotion concept. "Green promotion strengthens company image." (Chan, 2001), we included "I plan to switch to products and services that were advertised as being green." Green promotions in hospitality industry also can take along about promotion to the guest, such as a voucher for laundry or food and beverages in the hotel. It means that customers no need to think about having a food outside the hotel. It can saves energy and reduce the gas pollution for the transportation.

Green promotion is to pass the green guidelines for media promotion of green consumption, inspiring guide to consumer demand for green, and finally with buying behavior (Anon, 2007). Three aspects of green promotion are green advertisement and green promotion itself.

Green advertising need to have green function positioning through the advertisement product to guide the consumers understand with the environmental friendly product. The green advertising should have a green atmosphere and appeals to stimulate the consumers desire to buy.

Green promoting have purpose to increase public awareness of green, green corporate image building, green marketing to build a broad social base, to promote the development of green marketing industry.

Green Price

In general, the input of green products on the market, production costs will be higher than similar conventional products, because the cost of green products in accrued expenses on environmentally friendly products. The use of new green materials can increase the cost of resources. Hence, green goods have higher initial out-of-pocket expenses but lower long-term costs (Rubik & Frankl, 2005). In other way, price increases will be temporary, with the development of science and technology and the increasing variety of environmental protection measures, the cost of production of green products will gradually decrease, and tend to be stable. At this time, the green product will be having a higher price, but it also benefits for the long term costs and productivity. In hotel industry, they will take the price higher than the normal products, but it will be make benefits for the customers in the every aspects.

The price is market sensitive pricing is an important marketing strategy; the implementation of green marketing cannot fail to study the formulation of the price of green products. In general, the input of green products in the market, production costs will be higher than similar conventional products, because the cost of green products in the accrued cost of the product environmentally friendly, including the following aspects:

In product development, because of increased or improve environmental protection function and pay for the development of the funds.

In the manufacturing, due to the development of the environment and human non-polluting, non-injury increased the cost of the process.

The use of new green materials and accessories may increase the cost of resources.

Management costs may increase due to the implementation of green marketing and selling expenses.

However, the price rise will be temporary, with the scientific and technological development and the improvement of various environmental protection measures, the manufacturing cost of green products will be gradually decreased, and tended to stabilize. To develop green products, prices, on the one hand, of course, should take into account the above factors, on the other hand should be noted that the income increase people's awareness of environmental protection, consumer economic concept of an acceptable price consumer goods and consumption gradually The concept of phase coordination. Therefore, corporate marketing green products not only make the profitability of the business to better advantage in the peer competition

Green Place

Environmentally responsible or "green" marketing refers to the satisfaction of consumer needs, wants, and desires in conjunction with the preservation and conservation of the natural environment. Based on the location, green marketing can be applied. For this marketing mix, place or location is very affect the environment sustainable development. It depends how the hotel's building with the environment because many hotel have not build the environmental awareness and damages the environment surrounding the area. The best place for the hotel for going green, they need to consider the environment. It is can damages the environment or disturbed their ecosystem of the place or not. Ecosystem in one area is very important for the whole place, because one of the ecosystem damages or broken it will affect or disturbing another ecosystem in surrounding area.

For building the hotel needs to be in the green design with the environment friendly products and have a proper placement for their product, so it can help the environment by giving a fresh air pollutant. Hotels also need the proper location, so it will not need many transports that can cause air pollutant. Hotel that will implement a green components in their hotel must be consider when choosing a place for develop their hotel. Hotel must be in the strategy place or area to reach from another place. It can decrease a using a transportation that is the number one that caused of air pollutant. Green place is about managing logistics to cut down on transportation emissions, thereby in effect aiming at reducing the carbon footprint. The choice of where and when is to make a product available will have significant impact on the customer.

Some other Elements

To build a green hotel culture and to establish the ecological values ​​of the hotel independent positive premise of the implementation of green management. Hotel green culture is not only reflected in the various aspects of green management, but also to its inherent cultural force reacts to the various aspects of green management.

To achieve a green hotel culture, we must ensure that the interests of the hotel staff to reach a balance. It will make the interests of the hotel and customer satisfaction to reach an agreement. For the hotel to continue and promote green management concepts and ecological values for staff is to encourage the environmental behavior of employees, increase green investment in management, thus forming the green culture of the hotel. Walk the road of eco-development; cultivate a green culture to rely on sustained advocacy to instill education and other activities. Thus making the hotel a green culture to penetrate into all the activities of the hotel, and has become a powerful driving force to promote the sustainable development of the hotel.

Provide green services, hotels in green products while also vigorously promoting green services on the one hand actively promoting green products. Such as food service recommended green food and beverages to the guests, so when the guest ordering is affordable, reasonable nutrition, resources are not wasted. On the other hand, actively carry out a green consulting service activities, and vigorously promote conducive to conserving resources, protecting the environment, consumption pattern, a healthy and civilized lifestyle, motivate consumers to conscious energy-saving, water conservation, and to engage in waste separation and recovery that.

In 1993, China began to implement environment mark plan, but the environment mark plan have not yet received most of public and government attention. At that time, some developed countries already apply the environmental marking system for the background of economic globalization. Environment mark becomes open international market green keys. As consumers, green consumption concept of recognition and the tendency of national policy, green products will be occupy a lot of investment in market segment. Environmental labeling is not only a means to influence the company's consumer buying behavior should also be used as a measure of marketing, but many hotels are often ignored by consumers of green consumer psychology and paying enough attention.

Hotel marketing tool is not the introduction of a green way of thinking. Because many of the hotels we have not build environmental awareness and thus the marketing tools are still limited. For example, some hotels are not interested in the welfare of society, but the pursuit of "star effect" that can spend billions of dollars. Some of the hotel attracts customers to use a vulgar things causing spiritual pollution in market competition, not in quality.

Benefits of Green Marketing (Going Green)

Having an effective green marketing makes a lot of benefits for the hospitality industry. With the green marketing, it will help a lot in the protecting and maintaining the environment that nowadays the damages are increasing and become one of the important problems to help the environment.

Nowadays, hotel starts to make a green concept in every part of their operation. As the hotel which is one of the big industries in the world, hotel needs to consider about green marketing and take the benefits from this. The benefits of going green in the green marketing not only effects for the environment itself, but it also affect the employee and customer. There are so many reasons why hotels want to apply this green marketing, and most of all it's because the hotel industry wants to be viewed positively by the consumers. Green marketing also refers to the satisfaction of consumer wants, needs, and satisfaction with the conservation of natural environment.

The most important things to applying the green marketing are protecting this living space, because the damages are too big. In this, we need to save the environment with using less for water consumption, energy consumption and reduce the air pollutant. These are all the benefits for the environment and protect for the future generation for this living space.

The concept of green marketing can makes a new concept of consumers in hospitality industry, because of with the new concept of the friendly environment it will be make a differences. Consumers will feel the new thing about the new products that hotel gives. According to Patrick Hartmann and Vanessa Ibanez, if the brand considered green, then consumer willing to pay more for that product (2006).

The long term costs are one consideration why hotel need to do green marketing. Green goods have higher initial out-of-pocket expenses but lower long-term costs (Rubik & Frankl, 2005). For the new changes in green marketing concept need to have a lot of costs for the product, promotion, and images, but as the time goes by, hotel will get a lot of profits and benefits. Many in the hospitality industry are wary to spending the money needed to implement the plan now even if it is saves their money in the end (Paton, 2007)

Creating a culture of green, green culture is accompanied by the development of the traditional hotel culture and people's environmental awareness, health awareness and an adaptation in sustainable hotel development. Hotels cultural patterns, with its profound connotation of social responsibility and cohesion to mobilize the broad masses of workers actively participate in conserve resources improve environmental practices; establish the image of the green hotel management, and an important guarantee of ecological objectives. This also can make the self-development of green culture to the employees and consumers to start live green and healthy.

Environmental Sustainability Development

Since world really concerns about the growing global problems, such as: uncontrolled environmental problem, scarcity of natural resources, and climate change. And the word about sustainability start to came up and spread widely in the 1980's. Hence, now may people over the world start to thinking the concept of sustainability, people start to give more attention for the environmental, and they slowly to aware about the development and environment. Stefani Valentini (2011) stated that Brundtland Commission have identified of three components of sustainable development. There are environment, economy, and society. "Sustainable development's activities are expected to improve the overall human condition in such a manner that the improvement can be maintained and sustained over time" (Trzyna, 1995).

Based Badiru (2010), being sustainable implies the ability to maintain and sustain the satisfaction of the process at a desirable level of utility. From this level of utility, it consists of managerial, functional, operational, and technical requirement. Better quality of life can achievable by combining economic development with the social and environmental developments for the present and future generations. Thus, in this thinking it has some possibilities to reduce harm and damages to the environment while at that time the company or hotel also can gaining a better profit and make a good development. "Sustainability is more than just an internal reform movement; it has built a bridge to connect business and green" (Grant, 2007). If sustainability can properly manage, it will add some values in the every organizational process that can allow a better management of the environmental success. With all of these things, it can determine for reduced the long term costs and increased the productivity.

Sustainable development indicates the growth of the economic that comes up together with the protection of environmental quality, each strengthen the other. It can maintaining the balance between human need to improve lifestyles and feeling of well-being on one hand, and caring of the natural resources on which the future generation depend. Hence, sustainable development not only comes out with the environmental issues. More generally, it encloses to three general policies areas, which consist of environment, social, and economy. The aim of sustainable development is to provide a long-term vision for the society.

Moreover, from Brundlandt Commission stated that there are three important thing of sustainability development that consists of environmental (conservation), social (equity), and economic (growth). They come out with three pillars model or three circles model about the dimension of sustainability development. This model can helped to have a better understanding of the sustainability development concept.

In last two decades, all people more concerns with the environmental. As a people they are becoming more aware of the damages in the environmental by regular business activities. It is very clear that hotel industry increasingly to care about the environment. Since hotel industry have a very specific function, operating characteristics, and service provided, consumes substantial quantities of energy, water and non-durable products. As Daren Tiller (2009) stated that the result of environmental impacts of hotel facilities are thus characteristically greater than those caused by other types of buildings of similar size.

"The hospitality industry does not grossly pollute the environment, nor does it consume vast amounts of non-renewable resources, but it does have a significant effect on global resources." (Kirk, 1995). According Kirk (1995), he found that the most indicative benefit of environmental management was the improvement in the public image and better relationship with the local community in the hotel area. Now, hotel industry being implied by rising energy costs, government pressure, customer expectations and competitive landscape to increasingly make sustainability a top priority.

ISO 40000 / ISO 40001: Energy Management

First proposed the establishment of effective environmental management system in the Human Environment held in 1987 at the United Nations General Assembly in 1988 pilot implementation, the Netherlands, first proposed the concept of corporate environmental management system, the UK subsequently developed a BS7750 environment system. After that, many European countries have carried out the certification activities by a third party shall prove enterprise's environmental performance, these practical activities have laid a base of 1992. The ISO14000 environmental management system 'Environment and Development' Conference held in Rio de Janeiro, Brazil, 183 countries and 70 the number of international organizations attended the meeting. They are the leadership of Governments, scientists and public awareness to achieve the goal of sustainable development, to change industrial pollution control strategies, to start to strengthen environmental management, the establishment of the new concept of pollution prevention (cleaner production).

Corporate "self, self-control, self-management" approach to environmental management into the enterprise the overall management of this International Organization for Standardization (ISO) was established in June 1993 the ISO/TC3207. Environmental Management Commission, the official the formulation of environmental management standards planned the environmental behavior of enterprises and social organizations, and all the organization's activities, products and services in support of global environmental protection work. This series of standards combines many developed countries in the world. In environmental management experience is complete and highly operational system standards, including for the development, implementation, realization, evaluation, and maintaining the environmental policy of the organizational structure, planning activities, responsibilities, practices, procedures, processes and resources.

ISO14001 is the backbone of standards for environmental management system standards. It is to establish and implement environmental management system certified according to the ISO14000 environmental management system of international standards. The purpose is to regulate business and social groups, and organizations such as environmental behavior, in order to achieve savings resources and reduce environmental pollution, improve environmental quality and promote the sustained, healthy development purposes.

Users of the ISO 14000 series of standards are a global business, industry, government, non-profit organizations and other users. Its purpose is used to constrain the organization's environmental behavior to achieve continuous improvement. With the ISO9000 series of standards on the elimination of non-tariff barriers to trade "green barriers" to promote world trade has a major role with 17 elements in the audit of ISO14000 enterprise, Environmental policy, environmental factors, legal and other requirements, objectives and targets, environmental management programs, institutions and responsibilities, training, awareness and competence, the exchange of information, environmental management system documentation, document management, operational control, emergency preparedness and response, monitoring, does not comply with the corrective and preventive action, records and environmental management system audit, management review and implementation of the significance of ISO14000:

To establish environmental management system in order to reduce the environmental pollution caused by the activities, resource conservation, improving the quality of the environment, promote sustainable enterprises and social development.

To improve the corporate image, reduce environmental risk, to gain advantage in market competition, create business opportunities

To improve the management capacity, the formation of the management mechanism of the system, improve the overall management level

To grasp the state of the environment, reduce pollution, to embody the idea of ​​"clean production".

Energy saving, lower costs, reduce the environmental costs, access to significant economic benefits.

In line with the national policy of "sustainable development", free from the constraints of environmental protection at home and abroad, to enjoy the preferential policies and treatment of domestic and international environmental protection, promote the coordinated and sustained development of the business environment and the economy.

The implementation of ISO14000 standard is a "green pass" of the trade. International trades have become increasingly demanding environmental standards of ISO14000. China does not meet the environmental requirements of the relevant countries, 95 foreign trade losses of up to 200 billion Yuan.

Research Methodology

this study, the research will be investigate the relationship between the green marketing mix that consist of green place, green product, green price, and green promotion towards the environmental sustainability development in the hospitality industry.

Research Design

The research will be focused on quantitative method, because quantitative method is to quantify data and generalize results from a sample to the population of interest and to measure the incidence of various views and opinions in a chosen sample. Quantitative methods are centered on the quantification of relationship between variables to establish relationship between measured variables. Quantitative research is a process of disproving the null hypotheses. The research choose quantitative method rather than qualitative method because quantitative method takes care to control the variables in this study and to determine which variables are cause, which variables are effect, and which variables are correlative. Hence, the qualitative method is "the data that emerged from this qualitative study is descriptive, that is, the data is reported in words or pictures, rather than in numbers." (Creswell, 2003).

The strengths of quantitative research are enables the research to describe the social structures and processes that are not directly observable, it very good to do the comparison between groups or areas, and the analysis and explanation of dependencies between social and phenomena. The benefits of quantitative methods are can summarize a large information, it has a greater accuracy that can employs prescribed methods to ensure both reliability and validity and the last one that quantitative method is a great method to finalize results and disprove or prove a hypothesis.

Sampling Method

The research sampling method that will be used of data collection is structured techniques. Structured questionnaire is one of the quantitative methods of research. The research will use a survey questionnaire to identify the green marketing mix component that can affect environmental sustainability development in hotels at China that specifically in the Chengdu, Shanghai, Shenzhen, and Guangzhou. Survey questions have been spread out in the hotel in that area and the research also use an online survey. For this research data were accumulated through questionnaire to measure the green price, place, promotion, and product on environmental sustainability and how the role of this marketing mix can affected the sustainability on environment. A crucial discussion is choosing a sample in which both the test group and the control group are large enough to provide statistically significant results. The data will be collected from a large number of group and randomly selected respondents to achieve a more scientific result that could be used to represent the entirety of the population. The research is using a close ended questionnaire to obtain the findings about this study.

Research Procedure

The procedure of this survey included two steps:

1. The research will distributed the half of the survey questionnaire directly to the respondent and half of the survey questionnaire distributed from online. The research will give explanation for the background and purpose of survey in the questionnaire.

2. The research gave a proof to make sure that the survey will be safe and voluntary. The respondents were asked to fill the questionnaire in the complete way.

3. The research will key in all the data and analyze by operating IBM SPSS Statistics 18 and Microsoft Excel 2010.

Research Instrument

A self-administered survey questionnaire is developed and distributed to 158 respondents who living in the China. There are 4 cities for this research study, Chengdu, Shanghai, Shenzhen, and Guangzhou. The research used self-administered questionnaire because it is quick to analyze and can be used for the large numbers of respondent.

The questionnaire consists of 23 questions included in the questionnaire forms. There are 3 sections in the questionnaire. There are:

For the first section, the research used close ended questionnaire because in this section the research will obtain the respondent demographic area. There are age, gender, occupation, and income level.

The second section of the questionnaire, the research also used close ended questionnaire or usually it called dichotomous questions that has two possible responses. In this section, the research will be talked and findings about the respondent's knowledge about the green hotel and what their consideration for choosing a hotel based on the green marketing mix. It also talks about how they implement the environmental sustainability by their habit of recycle at home or not.

The third section or last section of the questionnaire, the research used likert scale to the further findings about the implementation of green marketing mix consists of green place, green price, green promotion, and green product of the hotels. In this study, the research will test used 1 = very important, 2 = important, 3 = neutral, 4 = unimportant, 5 = very unimportant. For the dependent variable about hotels implementing the green hotel and applying the environmental sustainability development. The research will test used 1 = strongly agree, 2 = agree, 3 = neutral, 4 = disagree, 5 = strongly disagree.

Validity and Limitation

According to Creswell (2003) stated that objectivity and truthfulness are the critical believability based on coherence, insight, instrument tools and trustworthiness through a process of verification rather than through traditional validity and reliability

Validity

"Validity is the ability of a measuring instrument to measure what is intended to be measured." (Zikmund, 2003). There are two types of validity that can contribute in the overall of this study. Based on this study about Green marketing mix that affects the environmental sustainability development, the main dimensions that affect this study is internal validity. Internal validity involved with the degree of conviction that observed effects in an experiment are actually the results of the experimental condition or the cause, rather than intervening the variables. This internal validity can strengthen by increasing the control of these other variables in the green marketing mix. In this study, the research presented in order to make an open and honest survey questionnaire with the respondents. All findings were presented in this study as it can add the credibility of this study.

Limitations

The sample in this study is limited to the research due to the limited time, the finding will be drawn from the analysis in this study would be considered as concluded for the whole population. In this study, the readers might see why the research uses the quantitative rather than the qualitative method. It was because of the limitation in the time and the quantitative method is based on the numbers and it's a lot of easier to place in the form of chart. It also easier to understand when placed in the graphs and charts.

Using the quantitative methods makes the research cannot explore the problem into the depth, because quantitative method is required a large number of people and randomly selected. In this study, the research also has a limited to have variables that the research cans analysis.

Data analysis

The researcher will use three different way to analysis the date collected from 158 respondents. First is to use the frequencies analysis to analyze the demographics. Second is to use descriptive to analyze the basic questions. The last is use correlation statistics to analyze the dependent variable and independent variable.

Findings and Analysis

For this survey, all the dates are collected from those people who are living in China. The purpose of this survey is to relate the green marketing with green marketing mix that consists of green product, green places, green price and green promotion in the hotel, to mention the problem of applying green marketing concept in the hotel and to find out what is the relationship between green marketing mix and environmental sustainability development. What are the factors influencing on the customer in their decision making when they compare green hotel with other hotel.

This report is finding in different cities of Chengdu, Shanghai, Shenzhen and Guangzhou. Those cities are all locate at different area in China. The following is the findings and analysis of this survey. The sample size of this survey is 158 respondents in China and it is randomly selected. For this survey, its use fills up a questionnaire to get the date from the respondents. There are 23 questions include in the questionnaire form. Such as: demographic information, level of information about the green hotel, green marketing mix and environmental sustainability.

There are some very important questions from this questionnaire which is highlight for link with the research hypotheses: and research objective. This research wills analysis all the questions given from the questionnaire. The researcher of this study believe this survey is a good resource for the future research is because that the results from this questionnaires finding and analysis. There have two languages for this questionnaire, because all the respondents are from China. In appendix there is only available for English version.

For easy to read, the same question number will be used in the following date analyzing as in the questionnaires in the appendix.

Question1. Gender

The research used this kind of question, because the gender is crucial in the survey to determine the ration between male and female. This question can tell the research how many respondents were males and females. Based to the result that presented in the graph and table below, 59, 5% of respondents were females and 40, 5% of respondents were males. In this study, the research used the percentage method to analyze the data. This question is just like general information to know who they are and to create a base profit of the respondents.

The purpose to put this question in to this research is to measure the basis of age mix of consumers in China. That can help the researcher much understand which age group is the most group in this research. The age is crucial in the survey to determine the ration between different age group. Based to the result that presented in the graph and table below, there are 58 respondents are between 20-25 age group which is more refer as teenager and the second and the third large age group are 26-30 and 31-45 which can consider as middle age people. There is only having 17 respondents from below 20 and above 46 out of 158 respondents.

The sample size of the survey is 158 respondents and the research selected the respondents is randomly. The following graph and table below shows the number of respondent's occupation. There are most of the respondents were student and worker people, from those respondents, 47 peoples were students and 47 peoples were worker. They take more 60 percent from the total 158 respondents. It's such a big group. The researcher of this study also will analyze the relationship between occupation and how many people know about green hotel.

The sample size of the survey is 158 respondents and the research selected the respondents is randomly. The following graph and table below shows the number of respondent's income. There are most of the respondent's incomes is below RM1000 and RM1000-RM3000, from those respondents, 84 peoples were below RM1000 and 50 peoples were RM1000-RM3000. They are more than 80 percent from the total 158 respondents. It's such a big group. The researcher of this study also will analyze the relationship between income and how much extra the people willing to pay for hotel with green concept.

The purpose to put this question in to this research is to measure the people who livings in China know about green hotel or not. That can help the researcher much understand which level of the information about green hotel that the respondents know. This is crucial in the survey to determine how many people know the green concept hotel. Based to the result that presented in the graph and table below, there are 124 respondents out of 158 respondents are say yes. It means there are 78.5% people know about green hotel. It's a good numbers or good result for this question as a respondent's knowledge about green hotel. And there are 34 respondents out of 158 respondents say no which the people with the young age are.

The purpose to put this question in to this research is to measure the people who livings in China how the respondents get the information about green hotel. That can help the researcher much understand what the channels uses for green promotion are. This is crucial in the survey to determine what channel can bring widest information about implement of the green concept in hotel. Based to the result that presented in the graph and table below, the biggest channel is internet. There are 64 respondents choose that out of 158 respondents. The second channel is friends. So that means the green concept must follow the globalization development and the word of mouth also can bring a big Impact to the green promotion.

The research used this kind of question, because this kind of question can measure the experience of the respondents about the green concept in the hotel. This question tells the researcher that out of 158 respondents, 45.6% of respondents ever stayed at hotel with the green concept before. The rest of 54.4% never stayed in the green hotel before. It can tell the researcher that only have slightly different of the respondents that ever and never stayed in the green concept hotel. Based on the result in the table and graph below, it can tell that not many people ever tried the hotel with green concept since nowadays China tried to make awareness and developing the hotel with the green concept.

The research used this kind of question, because this kind of question can measure the willingness of the respondents to try the hotel with green concept or not. Besides that, it also can measure that the respondents need to think twice or not before try hotel with green concept. As it shown in the table and graph below, it tells the researchers that 86 respondents out of 158 will think twice with their decision to stay at the hotel with green concept and the rest of it, 72 respondents will not think again before know the fact of the hotel. Since in the China is just developing about green hotel, many people will not really aware with the green concept. That is the main reason why many people will weight their decision to stay at the hotel.

The research used this kind of question; since this kind of question can identify the attention of the respondents in China about the changing of a hotel to the hotel with green concept that environmentally care. Moreover, as the graph and table below shown that people will be concerns about the concept changing of the hotel become green hotel. It shows that from 158 respondents, 65.8% respondents very concerns about the hotel made a switch become green hotel, and the rest of 34.2% wouldn't care about the changes of the hotel concept. It informs the researcher about the result that China's people have a big concerns to their country to have an environmentally care with the changes of hotel concept to the green hotel.

This question in the researcher survey questionnaire because of this question can identify the feelings of the respondents that ever stayed at the green hotel before. It also can measure the experience of the respondent that in the green hotel has a big differences experiences and ambience with the usual hotel. From the graph and table below, the researcher found that 66 respondents said that they have a different experience when stayed at the green hotel. But, the respondents that said it has not any differences when stayed in the green hotel are bigger than the respondents that have a different feeling. Since green concept still new in the China, hotel might be not fully implementing the green concept. They also still in the trial way to implied the green concept for their hotel.

This type of question can tells the researcher about the concerns of the respondents to spread out the new things about the green concept to the other people such as friends and relatives. It can measure the attention of the peoples in the China about the green concepts as a new concept and new experience for them. With the overall 158 respondents, there were 84.8% of the respondents have willingness to recommend a green hotel to other people and the rest of that, 15.2% of respondents don't want to recommend about the green hotel to other people. Based on the results, the researcher found that word of mouth is really brings a good impact to spread out about the green concept of the hotel. If the people have a good experience with the hotel and they have a high environmentally care, for sure they will recommend about green concept hotel to others.

This kind of question can measure that the respondents have willingness to pay a little extra money when they stayed in the green hotel with the purpose to help the environment. With this type of question, the researcher can identify how many people will care with the environment since to install the save energy for the hotel is not cheap. From the 158 respondents, 124 respondents have a willingness to pay a little extra money for helping the environment. Only 34 respondents said no to pay a little extra money to helping the environment. For further understanding about how many the respondents willing the extra money, the researcher will tells in the next question.

The purpose of this question is to measure which green marketing mix that consumer prefer when they choosing a hotel. With this question, the researcher also can identify the most important things from customer side. As the table and chart below, it can tells the researcher that out of 158 respondents, the most important marketing mix that the respondents will consider when choosing a hotel is product, and the second higher is price. The researcher need to identify this questionnaire because of hotel need to focus which marketing mix they need to use for bring the successful of the green hotel.

All the independent questions from number 14 to 19 that have mentioned in the table below are likert scale question. Its means that all the answers from the 158 respondents will be like use measurement of likert scale, such as: 1-very important, 2- important, 3-neutral, 4-unimportant and 5-very unimportant. But for the dependent question in the number 20 the measurement of likert scale, such as: 1-very agree, 2-agree, 3-neutral, 4-disagree and 5-very disagree.

Based on the table below, the question number 18 is talking about the important of the price in the green hotel. The researcher put this question because the researcher want to identify the willingness of the people in China that pay a little extra money is become a burden or not for them. Based on the result below, it shows that 2.29 out of 5 that it can tells the researcher that most of the people in China have a willingness to pay little extra money when the hotel switched to the green concept.

Based on the table below, the question number 17 is talking about the important of the location or place in the green hotel. The researcher used this kind of question to identify is it the place in the green hotel can influence the people to choose a hotel. Based on the result in the descriptive statistics table tells the researcher that 2.30 out of 5 is not really concerns about the places. Whether the places is environmentally enough or not, it's not really influence them when choosing a green hotel.

Based on the table below, the question number 14, 15, and 16 is talking about the importance of the green product in the green hotel. The researcher chooses this question is to measure that the people who are living in China will care about the product in the green hotel. In the descriptive statistics table below shows that around 2.54 out of 5 is concerns about the product. It tells the researcher that the opinions of the respondents on the small changes can affect the waste of the hotel.

Based on the table below, the question number 19 is talking about the important of the green promotion in the green hotel. The researcher used this kind of question to identify is it the promotion in the green hotel can influence the people to choose a hotel. Based on the result in the descriptive statistics table tells the researcher that 2.57 out of 5 is not really concerns about the promotion.

The researcher will talking about number 20, the question is the dependent variable question to measure that the green marketing mix can affect the environmental sustainability development or not. From this type of question, the researcher found that 2.53out of 5 will implementing the green concept. In this question, the researcher will found about the respondents thought about the real green concept that the green hotel will really implementing green concept to reaches the environmental sustainability development.

Overall, from this descriptive statistics table, the researcher combines the dependent variable and independent variable question based on the likert scale to found that from the important about four green marketing mix, such as: green place, green promotion, green product, and green price can implementing the environmental sustainability development for the green hotel. It founds that green price and green product is the most components that influencing the independent variable of this study.

As we can see from the correlation table above, it tell the researcher when P value is 0.828. It is means that income has a strong positive correlation with the people who willing to pay extra money per night for helping the environment. For the significant is at 0.000 level, it is means that they have