How to Enhance the Brand Culture and Service Quality of Green Hotels from the Perspective of Customer Experience --Taking Shanghai China as an example

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ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for the academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

Since the changes in global environment have exerted great influence over tourism, more and more environmentalists start to lay stress on environmental protection and ecotourism. They choose Green Hotels (Eco Hotels) whose development is daily on the increase. Green Hotel was available early in Europe, but it fail to develop well in China with various influencing factors, including policy, environment, culture and scientific and technological development. As for hospitality industry, customer experience plays an important role in brand building and service quality improvement for enterprises. Consumers are becoming more conscious and concerned about the impact they have on the environment. This is not just a trend but also a change in the outlook and lifestyle of consumers. Researchers have further argued that the greening of the travel and hospitality industry in the next few decades could be the single most significant driver of marketing, revenue and cost benefits. Applying a mixed approach, i.e. questionnaire and interview analysis and qualitative and quantitative analysis, this dissertation has examined that the four major variables on which green hotels can work on to enhance their brand culture and enhance customer experience are environmental concern, rewards, attitude, social norms, and perceived behaviour control.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

LIST OF CHARTSX

LIST OF TABLESXII

LIST OF FIGURESXIII

CHAPTER 1: INTRODUCTION1

1.1 Background of the study1

1.2 Introduction3

1.3 Problem statement4

1.4 Aims and objectives of the study4

1.5 Research questions5

1.6 Rationale of the ...