Green thoughts has overwhelmed the world in recent years. The tourism, which was called ”no smokestack”, has become more friendly to Earth. And hotel industry has shouldered more social responsibilities and more ideologies of green service innovation. We discuss the relationships of green service innovation, green marketing, and consumers’ co-creation value satisfaction of hotel industry in thin article. Besides, we discuss the Interference effect of green marketing in green service innovation and consumers’ co-creation value satisfaction.
This study we give 342 questionnaires and retrieve 209 ones in this article. We find that green service innovation has positively significant influence to consumers’ co-creation value satisfaction. Green marketing and consumers’ co-creation value satisfaction has positively significant relations. And Green marketing has no interference effect between green service innovation and consumers’ co-creation value satisfaction.
Consumers agree with green service innovation and green marketing of hotels. Green service innovation and green marketing have strong relevance with consumers’ co-creation value satisfaction. The developments of hotel industry toward green service innovation can save energy, enhance good image of hotels, and provide consumers new lodging experiences. Consumers’ support of green service innovation can upgrade hotel industry’s desire of green reform.
